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  • Juan Sumulong Memorial Schools System Inc. - SENIOR HIGH SCHOOL

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    Marie Kaye-Anne De Leon
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    The document discusses branding and brand management. It defines branding as a marketing technique used to create an image for a product or company in consumers' minds. It also defines brand management as integrating marketing strategies to give a product or service an identification and supervision of tangible and intangible brand elements. The document provides characteristics a brand name should possess such as being unique, easy to remember, and positive. It gives examples of top brands and asks to name brands that first come to mind for different product categories.

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    3.6-The-Marketing-Plan_Fundamentals-of-Brand-Mgmnt

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    The document discusses branding and brand management. It defines branding as a marketing technique used to create an image for a product or company in consumers' minds. It also defines brand management as integrating marketing strategies to give a product or service an identification and supervision of tangible and intangible brand elements. The document provides characteristics a brand name should possess such as being unique, easy to remember, and positive. It gives examples of top brands and asks to name brands that first come to mind for different product categories.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    21 views24 pages

    Juan Sumulong Memorial Schools System Inc. - SENIOR HIGH SCHOOL

    Uploaded by

    Marie Kaye-Anne De Leon
    The document discusses branding and brand management. It defines branding as a marketing technique used to create an image for a product or company in consumers' minds. It also defines brand management as integrating marketing strategies to give a product or service an identification and supervision of tangible and intangible brand elements. The document provides characteristics a brand name should possess such as being unique, easy to remember, and positive. It gives examples of top brands and asks to name brands that first come to mind for different product categories.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 24

    *Juan Sumulong Memorial Schools System Inc.

    – SENIOR HIGH SCHOOL


    Marketing Plan

    LEARNING COMPETENCIES: Develop Brand Name.

    5 Fundamentals of Brand Management

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Refers to identity of a company, of a
    product, of a service, or of an
    entrepreneur himself or herself.

    Symbol of promise or assurance.

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan
    Branding is a
    marketing technique
    used by businesses
    to create a desired
    image for a product
    or company in the
    minds of the
    consumer.

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan
    The process of
    integrating the
    strategies formed from
    the marketing mix to
    give identification to
    the product or service.

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan
    1. Establishing to target
    customers that the business is
    reliable and trustworthy and
    that the product or service is
    the superior solution to their
    current problem.

    2. Differentiating with
    competitors
    3. Driving customer loyalty
    and retention

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan
    Is the supervision of the
    intangible and intangible
    elements of a brand.
    Tangible elements include the
    product itself , its packaging , its
    price and location.

    Intangible elements include


    the perception and relationship
    of the customers with the
    brand.

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan
    BRAND NAME MUST POSSESS THE FOLLOWING CHARACTERISTICS

    Unique
     Extendable

     Easy to remember
     Can describe the benefits of the product or service
    Can be converted to other dialects or languages in case the
    entrepreneur expands to other territories
     Can describe a product category
     Can describe concrete qualities
     Positive & inspiring

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Marketing Plan

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Practice
    Can you name the top brand that first comes to mind when these generic products or services are
    mentioned? Why do you think they are the top-of-mind brands?
    • Toothpaste
    • Soap
    • Coffee
    • Milk
    • Car
    • Rubber shoes
    • Mall spa
    • Beauty salon
    • University
    • Soft drinks
    • Fast food restaurant
    • Convenience store
    • Potato chips
    • Cookies
    • Chocolates
    • Refrigerator
    • Television
    • TV Station
    • smartphones

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Enrichment
    • Looking and posting on your social media accounts every
    day is now a norm. What are the factors that compel you
    to like or subscribe to a brand online? What online
    strategy compelled you to buy products or avail services?
    Write your answers in essay.

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    Evaluation
    • Plot the 7Ps of your chosen business and explain the
    rationale behind these. Are they effective? If so, what
    makes them effective? If not, what are your strategic
    suggestions?
    • Does the business have a brand name? If so, do you
    think it is working? If not, what is your strategic
    suggestion?

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL


    -THE ED-

    *Juan Sumulong Memorial Schools System Inc. – SENIOR HIGH SCHOOL

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