PRESENTED BY..

SAPTAK DAS UTTAM KR. PATRA SANDIP MANDAL SHUBHAJIT PAUL NISHANT PATEL SAPTARSI SANTIKARY

Objectives
‡ To understand that a brand is more than a product ‡ To examine the five steps in building a brand. ‡ Essentiality of brand.. ‡ Creating brand management.

What is a brand????
‡ Word brand means to ³to burn´ ‡ Definition:
A brand is an intangible concept.. The total sum of impressions, experiences and feelings towards a product, service or company in the minds of people. To simplify it and make it easier to grasp is quite often equated with the more tangible marketing communications elements that are used to support it ± advertising, logos, taglines, jingles, etc ± but a brand is so much more than that..

Contd««
‡ A brand is a promise. ‡ A brand is the totality of perceptions ± everything you see, hear, read, know, feel, think, etc. ± about a product, service or business. ‡ A brand holds a distinctive position in customer¶s minds based on past experiences, associations and future expectations

Brand elements

TNOT JUST A LOGO TNOT JUST A TAGLINE TNOT JUST THE NAME TNOT JUST THE PRODUCT

A Brand Is More than a Product!!!!! ‡ Brands transform products
± Consumers use tangible attributes & intangible attributes to decide whether two products are different ..
‡ ‡ ‡ ‡ ‡ Quality and value Brand image Perceptions of brand users Difficult for competitors to copy More likely to involve consumers emotionally

A Brand Is More than a Product
‡ Brand promise
± Brand is a virtual contract between a company and a customer ± Failure to deliver on a promise dissatisfaction ± Customer expectations must be managed

TOP 25 Most Valuable Brands

Why we need brands????

‡ Brands helps the consumer filter the mountains of information they deals with on daily basis. If a brand connects with them & convey value, they remember it & buy it(usually at a premium price).

How Brands Are Built
‡ Five steps
± ± ± ± ± Select a name and symbol Create awareness and brand identity Position the brand Create a brand image Create trust

What is brand management?

‡ The design and implementation of marketing programs and activities to build, measure, and manage brand equity

Brand management process

1. Identifying and establishing brand positioning and value. 2. Planning and implementing brand marketing programs 3. Measuring and interpreting brand 4. Performance. Growing and sustaining brand equity.

Creating brand management«

ame
Tagline

Logo
Advertising

Customer service

Reputation

Brand

«
T CHOOSING A BRAND NAME
­ BENEFIT DESCRIPTION ­ ASSOCIATION ­ DISTINCTION

­ PRONOUNCEABILITY

‡ ‡ ‡ ‡ ‡ ‡

Simplicity Uniqueness Protect ability Relevance Comprehension Legibility

Brand tagline

‡ 1.There are some things that money can¶t buy. For everything else, there¶s
MASTER CARD__

‡ 2. The Ultimate Driving Machine«

Identify the brand associated with the following mascot

Packaging..

‡ Bad packing

‡ Good packaging

Consider Rolex as a brand..

Summary

A brand is a special relationship Brand value is determined by brand relationships Brands are built in steps There are several brand strategies Brand relationships are the net sum of stakeholder support ‡ Brand relationships can be analyzed in terms of trust, intensity, expectation gaps, and loyalty

‡ ‡ ‡ ‡ ‡

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