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    The document discusses key concepts in branding including defining a brand as a name, term or symbol that identifies a seller's goods or services and helps beat competition. It also discusses the importance of brand management in selecting memorable names, logos and slogans, and branding options such as individual, family, captive and private labels. Additional branding concepts covered include brand extensions, rejuvenation, relaunch, proliferation, acquisition and rationalization. The document concludes by defining brand equity as a set of assets and liabilities such as user base, loyalty and perceived quality that are linked to a brand.

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    The document discusses key concepts in branding including defining a brand as a name, term or symbol that identifies a seller's goods or services and helps beat competition. It also discusses the importance of brand management in selecting memorable names, logos and slogans, and branding options such as individual, family, captive and private labels. Additional branding concepts covered include brand extensions, rejuvenation, relaunch, proliferation, acquisition and rationalization. The document concludes by defining brand equity as a set of assets and liabilities such as user base, loyalty and perceived quality that are linked to a brand.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    9 views21 pages

    MM 6

    Uploaded by

    Aa Bb
    The document discusses key concepts in branding including defining a brand as a name, term or symbol that identifies a seller's goods or services and helps beat competition. It also discusses the importance of brand management in selecting memorable names, logos and slogans, and branding options such as individual, family, captive and private labels. Additional branding concepts covered include brand extensions, rejuvenation, relaunch, proliferation, acquisition and rationalization. The document concludes by defining brand equity as a set of assets and liabilities such as user base, loyalty and perceived quality that are linked to a brand.

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    © All Rights Reserved
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    of 21

    Branding

    Session overview
    • Brand
    • Brand management – concepts
    • Brand equity
    Brand
    • Name ,term or symbol
    • Identify good and services of one seller
    • Beat competition
    • Why brand building ?
    -Resource intensive
    - Time intensive
    Brand management
    • Selecting a name – easy to pronounce , memorise
    1. Names communicating the functions of the product
    2. Names communicating speciality
    3. Acronyms-
    4. Company names-
    Brand management
    • Selecting the logo and slogan
    Flags , mascots, alphabets, graphics
    Uniqueness, memorisable, attractive , colours.

    Name- Logo- Slogan


    Branding options
    • Individual brand names- different brand names for different products
    • Family brand names -different products under same brand
    • Captive brands –national brands sold exclusively by a retail chain
    • Private labels –brands owned by a wholesaler or retailer
    Brand management concepts
    1. Brand extensions
    2. Brand rejuvenation
    3. Brand relaunch
    4. Brand proliferation
    5. Brand acquisition
    6. Brand rationalisation
    Brand extensions
    Extending the same brand to other new products
    1. Line extensions- same product line
    2. Category extensions- related product line
    3. Unrelated brand extensions- different productss
    Requirements of brand extensions
    • Consistency factor
    • Brand expertise
    • Benefit transfer
    Brand rejuvenation
    • Adding value to existing brand
    • Improving attributes
    • Enhancing overall appeal
    • Refocus attention
    • Overcome boredom
    • To keep brand live and in focus
    • Reformulation and refinement
    Brand relaunch
    • Failure to take off
    • Fall after a rise
    • Rate of growth slow
    Brand proliferation
    More independent brands
    New brands in the same category
    Opposite to brand extensions
    Improve their presence in the market
    Offer wide variety
    Drawback:
    Cannibalisation – kill own brands –
    eats away their share of profits too.
    Brand acquisition
    • To kill competition and command resources
    Brand rationalisation -restructuring
    • Shorten the product line
    • Prune the brands
    • Kill a brand –keep a customer
    Brand equity
    • Brands carry a value
    • Unique set of assets and liabilities linked
    • User base
    • Customer loyalty
    • Perceived quality
    • Favourable associations
    Top 10 Indian brands
    1. Tata – Rs 742.19 billions
    2. Airtel –Rs 350.44 billions
    3. Reliance – Rs 349.24 billions
    4. HDFC- Rs.240.06 billions
    5. LIC- Rs.236.05 billions
    6. SBI – Rs.232.21 billions
    7. Infosys – Rs.230.64 billions
    8. ICICI- Rs.166.59 billions
    9. Mahindra – Rs. 156.78 billions
    10. Godrej- Rs. 153.88 billions

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