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cUNDERSTANDING A BRAND

cBRAND ATTRIBUTES
cSERVICE BRANDING
UNDERSTANDING A BRAND
c ´A brand is a:
a) Name
b) Symbol or a sign
c) Term
d) Is a combination of all of the above
c The primary reason why companies build brands is in order
to:
a) Distinguish themselves from competitors
b) Earn higher profits
c) Generate more shareholder wealth

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BRAND ATTRIBUTES
½ The world·s strongest brands have the following
attributes:-
The brand provides the benefits that customer desire.
The brand stays relevant
The pricing strategy is based on consumer·s perception
of value.
The brand is properly positioned
The brand is consistent.
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SERVICE BRANDING

½ Six components that go into successfully branding a service sector


firm:-
c A brand should provide information & communicate efficiently,
qualify a product or service, or establish differentiation.
c There are three types of brand architectures:
a) Single brand : one brand that covers the entire product range. (sony,
visa)
b) Tiered brands: with a parent brand supported by sub-brands for each
product line.
c) Multiple brands: with each product carrying its own brand distinct
from the parent .( P&G)

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SERVICE BRANDING

c Developing a brand strategy is to position the brand to


effectively communicate the value proposition. Like,
Volvo ( safety), Nike (Limitless performance)
c A company must develop the programs needed to deliver the
brand & the brand promise.
c Brand performances
c Finally , for a brand to be effective in the market place, the
business system must be aligned with the brand promise.
( one cannot imagine a service brand such as infosys without its
founder Narayana Murthy)
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Stages in building a successful service brand
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