BASIC BRANDING CONCEPT

What is brand ? What is brand image ?

A brand is complex bundle of Perception about the brand image.
images and experiences in the + advertising +sales personnel
customer’s mind +publicity +packaging
+word of mouths Ex: apple, Nokia

Brand equity
Total value that accrues to a
product as a result of a
company’s cumulative
investments in the marketing of
the brand.

The stronger the relationship

between customer overtime,
the greater the equity.
 LOCAL PRODUCTS & INTERNATIONAL GLOBAL PRODUCTS AND
BRANDS PRODUCTS & BRANDS BRANDS
• Achieved success in a • offered in several • Meets the wants and
single national market markets in a particular needs of a global
• Efforts to cater the region. market.
needs of particular • Ex : Netflix is available • A true global product
country. in US and Europe offered in all world
• Lifeblood of domestic region only but region.
companies.. expanded to others • Strategy – tiered
• Ex: coca cola ginseng in since there’s demand. branding, co branding,
japan. brand extension.
• Ex : Nestle, Gillette,
BMW, Coca cola,

GLOBAL BRAND DEVELOPMENT

- Generate about one-third of sale outside the home country
- - strong brand management is being practiced by companies in a wide range
industries
- Consider whether such as move fits well with their company or their markets.
- -recognize difficulty of building successful global brand team.
NEW PRODUCTS IN GLOBAL MARKETING
What is new product?
• A product’s newness can be assessed in term of its relation to those who
buy or use it.

DYNAMICALLY
DISCONTINUOUS CONTINUOUS
CONTINUOUS
INNOVATIONS INNOVATIONS
INNOVATIONS
Level of innovation
New and different share certain features New and improved
with ealier generations.

- Dramatically
Less disruptive and Require least amount
transformed the way
require less learning. of learning
user live and work.

Ex : The exist of online Ex : Oppo Reno to Ex: Iphone 10 to Iphone

platform for shopping. Oppo Reno 2 11