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What is a brand?
Can be name, term, symbol, sign or a combination of them.
Identifying goods and services of one seller.
Distinguishing those goods/services from others
IMPORTANCE OF BRAND
Consumer’s Point of view
Manufacturer’s Point
of view
CONSUMER’S POINT OF VIEWIdentification of source of product
Assignment of responsibility to product maker
Risk reducer
Search cost reducer
Promise, bond, or pact with maker of product
Symbolic device
Signal of quality
Manufacturer’s point of viewMeans of identification to simplify handling
Means of legally protecting unique features
Signal of quality level to satisfied customers
Means of endowing products with unique associations
Source of competitive advantage
Source of financial returns
Concepts in Brand ManagementBrand Equity
Positioning
Points of Parity
Points of difference
Elements of Branding
Brand Equity
Positioning
Points of Parity
Points of difference
Brand Building Blocks
BRANDBUILDINDG
Quality
Positioning
Long-term perspective
Internal Marketing
Credibility
Well Blnded communications
QUALITYQuality
Vital ingredient of good brand
Core benefits must be delivered well
PositioningCreating an image in customers mind
RepositioningBrand tries to change its market position to
reflect a change in consumer’s tastes.
Long term perspective
Need to invest into brand over long term
Internal marketingTo motivate employees at all management
levels to deliver a satisfying customer experience
CredibilityCustomers trust and belief.
Well Blended CommunicationsCommunicating clearly in
minds of target audience.
Qualities of good BrandShould suggest something about the benefits of the product.
Easy pronounce, recognize and remember.
Should be extendable.
Unique within its industry
Legally available and defensible
Strongest Brands !!
Any Questions ??