BRAND MANAGEMENT

By Amar Savla

WHAT IS BRAND?
‡ According to the American Marketing Association (AMA) a brand is defined as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differntiate them from those of competition´.

WHY PREFER BRANDS?

BRAND MANAGEMENT

CONCEPTS OF BRAND MANAGEMENT

BRAND NAME

CHARACTERISTICS OF BRAND NAME
‡ ‡ ‡ ‡ ‡ ‡ Distinctive Suggestive Appropriate Adaptable Easy to remember Registration

ADVANTAGES OF BRANDING:
1. Easy Identification 2. Advertisement 3. Builds corporate Image 4. Market segmentation 5. Consumer preference

2. Logos & Symbols 3. Universal Resource Locator (URL¶s) 4. Character 5. Slogans 6.Brand equity

FACTORS DETERMINING BRAND EQUITY:
‡ Brand loyalty ‡ Brand awareness ‡ Brand association ‡ Perceived quality of brand ‡ Other Proprietary brand assets

BRAND PERSONALITY

BRAND FATIGUE

CAUSES OF BRAND FATIGUE:
‡ ‡ ‡ ‡ Brand remains unchanged Brand fails after initial acceptance Less flexible according to the environment Outdated benefits and qualities

OVERCOMING BRAND FATIGUE
‡ ‡ ‡ ‡ ‡ Increase acceptability of the product. Use improved technology. Extend the product line. Offer incentives to dealer. Introduction of sales promotion technique.

9.Brand extension

MANAGING MULTIPLE BRANDS
‡ ‡ ‡ ‡ Single brand identity Umbrella Multi-brand categories Family of names

ADVANTAGES OF BRAND EXTENSIONS
‡ Brand extensions can reduce the costs and risks ‡ Brand extensions typically garner more shelf space ‡ Brand extensions may require a lower advertising investment. ‡ Brand extensions can boost the parent brand ‡ Brand extensions reduce a company¶s dependency

DISADVANTAGES OF BRAND EXTENSIONS
‡ Can confuse customers.
‡ Can fail and hurt parent brand image. ‡ Can succeed but cannibalize sales of parent brand. ‡ Can succeed but diminish identification with any one category. ‡ Can dilute brand meaning ‡ Can cause the company to forgo the chance to develop a new brand.

NIRMA- CASE STUDY

CONCLUSION

Thank you!!

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