Brand Building Ppt Final

8/8/2019 Brand Building Ppt Final

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EXECUTIVE SUMMARYy Brand building always play an important role for a

product to be recognize by the people .Brand building

involves a lot of things like brand research,designingbrand and brand positioning.Some strategies areadopted by the companies to build a good brand imageof their product .The various aspects of this study arebuilding up of strategies ,creating brand, choosingbrand name,role of brand ambassador the process ofrebranding of dabur india limited and canara bank.


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OBJECTIVE:y To Study the brand building strategies with reference

to the rebranding of dabur and canara bank.


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Involves all the activities that are necessaryto nurture a brand into a healthy cash

flow stream for the companyafter launch


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BuildingBrand Strategyy Distinguish product from others in the market Value

proposition

y Align what it says about the brand in advertising withwhat it actually delivers Creating the brand


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Creating the brandy Choosing brand name

y Developing rich associations and promises

y Manage customer brand contacts to meet and exceedcustomer expectations


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Positioningguardsy Should not be overpositioned

y Should not be underpositioned

y Should not be ambiguousy Should not promise irrelevant benefits

y Promise should be credible


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Choosinga brandnameyWhat does it mean?

yWhat performance/ expectations/ associations does it

evoke?yWhat degree of preference does it create?


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Brandnamesshoulddenotey Product benefits

y Product quality

y Be easy to pronounce/remember/recognisey Be distinctive

y Not have poor meanings in other countries orlanguages


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Brand Ambassadorsy These are used to create the Brand personality, just

like a human being. Therefore in some way the

values and personality of the ambassador rubs offinto the brand. Therfore the brand and choice ofthe ambassador must fit.


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ExamplesofRebrandingy Dabur India Limited

y Canara Bank


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Dabur India Limitedy The new Dabur identity modernizes the 100-year old equity

of theDabur brand by subtly transforming the tree. Whileit retains the essence of the banyan tree, it now projects acontemporary image, in consonance with today's lifestyle.The tree, a symbol of nature, is indelibly regarded as aprovider of shelter, food and protection. If you observeclosely, you will see that the tree trunk mirrors the form for

three people with their arms raised conveying exultation inachievement. The broad trunk represents stability and itsmultiple branches represent growth.


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Old Logo New Logo


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CanaraBanky The old logo was very traditional with a hand holding a

flower. The motto used to be written around the logo.

The type was different and it sported all capital letters.The new brand identity has two distinct colors i.e., skyblue and yellow. Two interlinked triangles are createdto show the link between the customer and the bank.The type has been changed to small letters instead ofall caps.


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Conclusion

Brand building is an important work for a producermaking a good faith about his products in the minds ofthe consumers because of brand building it is easy fora producer to sell his product without too much effort.

Some of the strategies adopted for building brand are:1. Establish good customer relationships.

2. Relevance, simplicity and humanity.

3. Connecting the products to the nation of the

customers.4. Quality products.


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THANK YOU

Documents

Brand Building Ppt Final