Scribd Logo
Upload

Welcome to Scribd!

  • Corporate Image & Brand Management

    Uploaded by

    Paul Strider
    16 views40 pages
    The document discusses various concepts related to corporate image and brand management including co-branding, complementary branding, family brands, flanker brands, private brands, brand extensions, building powerful brands, brand equity, packaging and labeling, consumer purchasing process, buyer behavior, cognitive mapping, evoked set, and business to business buying process. It provides information on different types of brands and strategies for managing brands effectively.

    Original Description:

    Original Title

    Brand Management

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document discusses various concepts related to corporate image and brand management including co-branding, complementary branding, family brands, flanker brands, private brands, brand extensions, building powerful brands, brand equity, packaging and labeling, consumer purchasing process, buyer behavior, cognitive mapping, evoked set, and business to business buying process. It provides information on different types of brands and strategies for managing brands effectively.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    16 views40 pages

    Corporate Image & Brand Management

    Uploaded by

    Paul Strider
    The document discusses various concepts related to corporate image and brand management including co-branding, complementary branding, family brands, flanker brands, private brands, brand extensions, building powerful brands, brand equity, packaging and labeling, consumer purchasing process, buyer behavior, cognitive mapping, evoked set, and business to business buying process. It provides information on different types of brands and strategies for managing brands effectively.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 40

    Corporate Image & Brand

    Management
    CO-BRANDING
    (Joint ventures of 2 or more brands
    through one marketing effort)
    Cooperative Branding
    Ingredient Branding

    Intel Microprocessor in Dell Laptop


    Complementary Branding
    Types of Brands
    Types of Brands

    Family Brands
    - Bashundhara,Teer, Fresh

    Flanker Brands: For Dif. TGs


    Wheel – Surf Excel
    Sunsilk, Dove, Tresme

    Private Brands
    Brands that are sold in own
    outlet!! Brand Extensions
    Usage of established name of a
    brand to new goods or services
    Nike – Clothing brand
    Maggie – Seasoning mix
    BUILDING POWERFUL BRANDS

     Invest in the brand


     Create awareness
     Offer authenticity, uniqueness
     Build Trust
     Deliver an experience
     Offer value
     Utilize social media
     Utilize mobile
     Act responsibly
    Brand Equity
    - I will recommend to others
    - Interested to pay premium
    - Awareness
    Packaging and Labeling
    An opportunity to create impression on the mind of a consumer!
    BUYER BEHAVIOR
    Consumer Purchasing Process
    Extent of information

    Personality characteristics involved


    with mental activities
    Interpretation of an individual
    Cognitive Mapping:
    Recall the video of Pahela Baishakh!
    Evoked set
    Inept, and
    Inert

    High Involvement
    Product
    Business to Business Buying Process
    Thanks !

    You might also like