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Brand Management

This document discusses branding and building strong brands. It defines what a brand is and explains the functions of brands from both a consumer and manufacturer perspective. It also discusses concepts like brand equity, the importance of brand building blocks like brand salience and imagery, and criteria for choosing brand elements. Finally, it provides an overview of various marketing options that can be used to build brands.

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Divya Sagar
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66 views14 pages

Brand Management

This document discusses branding and building strong brands. It defines what a brand is and explains the functions of brands from both a consumer and manufacturer perspective. It also discusses concepts like brand equity, the importance of brand building blocks like brand salience and imagery, and criteria for choosing brand elements. Finally, it provides an overview of various marketing options that can be used to build brands.

Uploaded by

Divya Sagar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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V Introduction

V Functions of a brand
V Customer based brand equity
V Building a strong brand
V Brand building blocks
V Criteria for choosing brand elements
V Overview of marketing options
V Conclusion
V Branding
seeks to distinguish goods of
one producer from those of the other.

VA brand is a name, term, sign, symbol, or


design, or a combination of them,
intended to identify the goods and
services of one seller or group of sellers
and to differentiate them from those of
competition.
V ÷  is the application of
marketing techniques to a specific product,
product line, or brand
V It seeks to increase a product's perceived value
to the customer and thereby increase brand
franchise and brand equity
V Marketers see a brand as an implied promise
that the level of quality people have come to
expect from a brand will continue with future
purchases of the same product.
VFrom Consumer point of view:
V Deliver its value qualitatively and
quantitatively
V Live up to consumer expectation
V Identification of source of product
V Assignment of responsibility to product
maker
V Sign of quality
VFrom manufacturer·s point of view:
V Means of identification to simplify
handling and tracing

V Means of legally protecting unique


features

V Source of competitive advantage

V Source of financial returns


V Brand equity: different outcomes result
from the marketing of a product or
service because of its brand name or
some other element

V Power of a brand lies in what people have


learned, felt, seen or heard about the
brand as a result of their experience
over time
V Ensure identification of the brand with
customers
V Firmly establish the totality of brand
meaning in the minds of customers
V Elicit the proper customer responses
V Convert brand response to create
intense, active loyalty relationship
between customers and brand
V Brand Salience
V Brand performance
V Brand Imagery
V Brand Judgments
V Brand Feelings
V Brand Resonance
V Brand positioning: Act of designing the
company·s image such that it occupies a
distinct and valued place in the target
customer·s minds
V Target Market
V Points of Parity
V Points of Difference
V Memorability
V Meaningfulness
V Likeability
V Transferability
V Adaptability
V Protectability
V Media Advertising
V Direct Response Advertising
V Online Advertising
V Place Advertising
V Point of purchase Advertising
V Consumer Promotions
V Event Marketing and Sponsorship
V Personal Selling
V In today·s world, it has become very
important for companies to pay attention
to their branding programs from the
outset
V It works to strengthen the link of trust
between a company and its buyers
V Marketing is not a battle of products, it is
a battle of perceptions
VTHANK YOU

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