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  (DCRUST)
Murthal (Sonepat), Haryana
 PRESENTATION ON
BRAND MANAGEMENT

Submitted By:-
By:-
Ashwani
09092809
MBA(Gen.)
BRAND

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MAIN TASK IN BRAND MGMT.

ƥ A. Selection of Brand Name & Logo.

ƥ B. Brand Extension
ƥ C. Brand Rejuvenation
ƥ D. Brand Re-
Re-launches
ƥ E. Brand Acquisition.
ƥ F. Brand Equity.
A. SELECTION OF BRAND NAME &
LOGO

ƥ Selecting Brand Name-

Name-Denote something
about Nature & Function of Product.

ƥ E.g
E.g--Good Knight,Banish etc.
 Different Approaches
1. Names communicating the function

e.g-- Good Knight,Fair & lovely,jyothishi,

e.g
srichakra,touchwood,walkman.
2. Names which communicates speciality of
Product

e.g--GM opel,Ford ikon,Suzuki zen.

e.g
ƥ 3. Use of Acronyms

e.g--AMUL,MRF.
e.g

ƥ 4. Use of Company name

e.g--BATA,Samsung,Sony.
e.g
 SLECTING THE LOGO
ƥ LOGO
LOGO--is a pictorial symbol intended to
communicate with consumers.

ƥ Effect of LOGO.

ƥ Changing the LOGO-

LOGO-Logo is a permanent entity
but sometimes changes are to be done with
passage of time.

E.g-- Eicher.
E.g
 BRANDING

1. Individual Branding.

2. Family Branding.
 INDIVIDUAL BRANDING

ƥ Each product of a company is given

individual/separate name.

ƥ HLL

ƥ Nestle
 FAMILY BRANDING

ƥ Different products are available in market

under 1 Brand name.

ƥ E.g
E.g--AMUL,
Video con,
Johnsonƞs,
HLL.
 ADVANTAGES
1. Same ads. & promotion efforts can be
continued for all the products falling
under Family Branding.

e.g--Johnson & Johnson.

e.g

2. New Product launch become easier &

cheaper.
 B. BRAND EX-
EX-TENSION

ƥ Why Brand Ex-

Ex-tension?

1. Save Cost.
2. Helps the new item to acquire instant
Brand Recognition.
3. Build the Brand in to ƝSuper Brandƞ in
the minds of consumer.
TYPES OF BRAND EX-
EX-TENSION

1. Line Ex-
Ex-tension.

2. Category Ex-
Ex-tension.

3. Outside category Ex-

Ex-tension.
 1. LINE EX-
EX-TENSION
ƥ Ex
Ex--tended other items in same product
line.

ƥ New item also give back some benefits to

Parent Brand.

ƥ E.g
E.g-- Sunrise coffee to Sunrise Premium &
Sunrise Extra.
 2. CATEGORY EX-
EX-TENSION

ƥ Brand name is ex-

ex-tended over different
products & products are related in some
way.

ƥ E.g
E.g-- Maggi initialy a brand of Noodles.
now Maggi have Maggi Ketchup,
Maggi Soup.
 3. OUTSIDE CATEGORY EX-
EX-
TENSION

ƥ Brand name is ex-

ex-tended to new & un-
un-
related products.

ƥ E.g
E.g--Enfield
 BRAND REJUVENATION

ƥ Means adding value to an existing Brand

by improving product attributes & inc. in
overall appeal.

ƥ It can be done by new, super, special,

premium, deluxe etc.
 Brand RE-
RE-LAUNCH
ƥ Why Re-
Re-launch?

some Brand loose their status or mkt.

share after a profitable life or rate of
growth is not enough.

e.g-- Close up
e.g
Santoor.
 E. BRAND ACQUISITION

ƥ Overcome the problem of Brand

develpoment.

ƥ E.g
E.g--Pepsi acquire Duke.
 F. BRAND EQUITY
ƥ Outcome of investment a firm makes in building
a brand.
ƥ It consists of a) usership of brand
b) consumer loyalty
c) percieved quality
d) favourable association
around the brand.
e.g-- HLL, ITC, Infosys & wipro.
e.g
THANK YOU