Brand mangement by Prashant Mirgule..

PLANNING

RESOURCE

S

MOTIVATING

POSITION

ACTION TAKE

BRAND IMAGE

SUCCESS

GROUP NO. 1

OUR GROUP MEMBERS ARE :

1) PRANITA MHATRE 7502

2) PRASHANT MIRGULE 7503

3) SHAHEBAZ MOMIN 7505

4) LIJI NAMBIAR 7512

5) DISHA NIRMAL 7514

6) KARAN NIWATE 7515

* GUIDENCE TEACHER : ARCHNA MA’AM *

TABLE OF CONTENT

BRAND MANAGEMENT (actual content)

Session 1.0 ROLE & SIGNIFICANCE OF BRAND……. 4

a) CATEGORISATION OF BRAND

b) THE TASK TO DEVELOPING BRAND

Session 2.0 SELECTING NAME, LOGO, SLOGAN……..5

a) DISCURSSION RELATED TO NAME

b) DO’S & DON’T’S RELATE TO NAME

Session 3.0 CONCEPT BRAND EXTENSION……….. 6

Session 4.0 BRAND INNOVATION TECHNIQUES. 8

Session 5.0 BRAND POSITIONING, IDENTITY … 10

Session 6.0 NATURE , RATIONLISATION…… 11

Session 7.0 Conclusion……………………………. 12

WHAT IS A BRAND?

A BRAND IS THE IDENTITY OF A SPECIFIC PRODUCT, SERVICE, OR BUSINESS.

The Coca-Cola logo is an example of a widely recognised trademark representing a global brand

ROLE & SIGNIFICANCE OF ROLE & SIGNIFICANCE OF BRANDSBRANDS

BRAND IS A MAJOR ASSET OF THE BRAND IS A MAJOR ASSET OF THE FIRM FIRM

$29,398m$29,398m

BRAND REPRESENTS THE VALUE BRAND REPRESENTS THE VALUE

DELIVERED TO CUSTOMERSDELIVERED TO CUSTOMERS

BRAND OFFERS STRATEGIC LEVERAGE BRAND OFFERS STRATEGIC LEVERAGE TO FIRMTO FIRM

CATEGORISATION OF CATEGORISATION OF BARNDS BASED ON THE BARNDS BASED ON THE

VALUE THEY OFFERVALUE THEY OFFER FUNCTIONAL BRANDS :FUNCTIONAL BRANDS :

e.g. e.g. DETERGENT NIRMADETERGENT NIRMA

IMAGE BRANDS :IMAGE BRANDS :

e.g. e.g. COCA-COLA & PEPSICOCA-COLA & PEPSI

EXPERIENCE BRAND :EXPERIENCE BRAND :

e.g. e.g. KINGFISHER AIRLINESKINGFISHER AIRLINES

BRAND BRAND MANAGEMENMANAGEMEN

TTDEFINITIONDEFINITION

The process of maintaining, The process of maintaining, improving, and upholding a improving, and upholding a brand so that the name is brand so that the name is associated with positive associated with positive results.results.

THE TASK IN DEVELOPING THE TASK IN DEVELOPING & MANAGING BRANDS& MANAGING BRANDS

SELECTING BRAND NAME, LOGO, SELECTING BRAND NAME, LOGO, SLOGA etcSLOGA etc

BRAND EQUITYBRAND EQUITY BRAND EXTENTIONBRAND EXTENTION CREAT BRAND IMAGECREAT BRAND IMAGE CREAT BRAND AWARENESSCREAT BRAND AWARENESS CREAT BRAND POSITIONINGCREAT BRAND POSITIONING BRAND ATTRIBUTESBRAND ATTRIBUTES BRAND REPOSITIONINGBRAND REPOSITIONING BRAND INNOVATIONBRAND INNOVATION CREAT BRAND IDENTITYCREAT BRAND IDENTITY

WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET

TAKE A LOOK…

WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET

TAKE A LOOK…

WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET

TAKE A LOOK…

WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET

TAKE A LOOK…

SELECTING BRAND NAME, SELECTING BRAND NAME, LOGO, SLOGANLOGO, SLOGAN

SELECTING BRAND NAME :SELECTING BRAND NAME : NAMES COMMUNICATING THE NAMES COMMUNICATING THE

FUNCTIONSFUNCTIONS NAMES COMMUNICATING A NAMES COMMUNICATING A

SPECIALITYSPECIALITY USE OF ACRONYMSUSE OF ACRONYMS USE OF COMPANY NAMEUSE OF COMPANY NAME

NAMES COMMUNICATING NAMES COMMUNICATING THE FUNCTIONSTHE FUNCTIONS

“e” indicates Internet service provide

Name indicates “make huge shopping to customer on single stop”

NAMES COMMUNICATING NAMES COMMUNICATING A SPECIALITYA SPECIALITY

Speciality of this perticular brand is to provide fresh and variable products

USE OF ACRONYMSUSE OF ACRONYMS

Bharat Sanchar Nigam Limited

Larsen And Toubro

Mahanagar Telephone Nigam Limited

USE OF COMPANY NAMEUSE OF COMPANY NAME

Raymond uses company name as a brand name in their products

Adidas uses company name as a brand name in their products

SELECTING BRAND LOGO :

INNOVATIVE NEW LOGO

CHANGING LOGO

ALTERING LOGO

INNOVATIVE NEW LOGO

The new entrants brands in the market

take a look at its new logo..

CHANGING LOGO

BEFORE NOW

ALTERING LOGO

BRAND SLOGANS CAN ALSO PLAY VERY VITAL

ROLE…BRAND NAME LOGO SLOGAN

NIKE

NOKIA

FASTRACK

JUST DO IT.!

CONNECTING PEOPLE

MOVE ON!

DO’s & DONT’s IN LOGO DO’s & DONT’s IN LOGO SELECTIONSELECTION

CHECK LOGO NEEDED UNDER WHICH CHECK LOGO NEEDED UNDER WHICH CATEGORY (CO. & TECH.OR INDUS.) CATEGORY (CO. & TECH.OR INDUS.)

LOGO MUST EXPLAIN BRANDS BENEFITLOGO MUST EXPLAIN BRANDS BENEFIT

PEOPLE FRIENDLY TO ASSUMINGPEOPLE FRIENDLY TO ASSUMING

IT MUST’NT SIMPLE SYMBOL (IT IT MUST’NT SIMPLE SYMBOL (IT SHOULD BE UNIQUE ONE)SHOULD BE UNIQUE ONE)

IT MUST’NT AID BRAND WEAKNESS IT MUST’NT AID BRAND WEAKNESS POWER (IT SHOULD BE PULLING POWER)POWER (IT SHOULD BE PULLING POWER)

BRAND EQUITY TO BRAND EQUITY TO CONSUMERCONSUMER

FOLLOWING THREE BASIC PRESPECTIVE FROM WHICH VIEW BRAND EQUITY :

BRAND EXTENSION

FINANCIAL WAY

CONSUMER BASED WAY

CONCEPT OF “ BRAND EXTENSION ”

MEANING OF BRAND EXTENSION

THREE TYPES OF BRAND EXTENSION :

SAME PRODUCT LINE EXTENSION :e.g. SURF & COLGATEEXTENDING BRAND NAME WITH RELATED PRODUCT LINE :e.g. POND’SEXTENDING BRAND NAME WITH UNRELATED PRODUCT LINEe.g.ADIDAS

FINANCIAL WAY TO DETERMINING BRAND EQUITY :IT DETERMINES THE PRICE PREMIUM THAT’S BRAND COMMAND OVER A GENERIC PERIOD.

CONSUMER BASED WAY TO DETERMINING BRAND EQUITY :IT IS RELATED TO CONSUMER'S ATTITUDE STRENGTH TOWARD THE PRODUCT ASSOCIATED WITH THE BRAND.

WHAT IS ACTUALY BRAND EQUITY?

TAKE A LOOK THE PYRAMID…..

BRAND AWARENESSBRAND ASSOCIATION

BRAND ATTITUDEBRAND

FAMILIARITY

BRAND IDENTITY

BRAND PERSONALITY

BRAND IMAGE

BRAND POSITION

BRAND PREFERENCEBRAND LOYALTY

BRAND EQUITY

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11

ADVANTAGES OF BRAND ADVANTAGES OF BRAND EQUITY TO CONSUMER & FIRMEQUITY TO CONSUMER & FIRM

WAY OF WAY OF CONSUMERCONSUMER

WAY OF FIRMWAY OF FIRM

1) PURCHASE BRANDED PRODUCT WITH CONFIDENCE

2) CONSUMER FEEL CONFIDENCE

3) GET NEW INFORMATION

4) ENJOY PRIDE TO USING CERTAIN PRODUCT OF SPECIFIC BRAND

5) WILLING TO ACCEPT NEW PRODUCT OF EXISTING BRAND

1) A FIRM CAN SELL THEIR BRAND PRODUCT MORE EFFICIENTLY

2) FIRM GET CREAT CORPORATE IMAGE IN MARKET

3) GET CONSUMER SATISFACTION & NEW ORDERS

4) ENHANCING BRAND POPULARITY IN THE MARKET

5) MAKING DIVERSIFIED THEIR BUSINESS

BRAND IMAGEBRAND IMAGE

BRAND CHARACTERBRAND CHARACTER (RELATED (RELATED TO THE INTERNAL CONSTITUTION)TO THE INTERNAL CONSTITUTION)

BRAND CULTUREBRAND CULTURE (ABOUT THE (ABOUT THE SYSTEM OF VALUES)SYSTEM OF VALUES)

BRAND PERSONALITYBRAND PERSONALITY (RELATED (RELATED TO SET OF HUMAN TO SET OF HUMAN CHARACTERSTICS)CHARACTERSTICS)

BRAND ESSENSEBRAND ESSENSE (REPRESENTS (REPRESENTS EMOTIONAL CHARACTER & VALUE EMOTIONAL CHARACTER & VALUE OF BRAND)OF BRAND)

Good brand image can be resemblence with Brand Character, Brand personality, or either

way of good services which they provide to customers...

e.g. MacDonald Restaurants

BRAND AWARENESSBRAND AWARENESS

MEANINGMEANING

BRAND BRAND PERSONALITYPERSONALITY

BRAND BRAND ASSOCIATIONASSOCIATION

BRAND LOYALTYBRAND LOYALTY

BRAND POSITIONINGBRAND POSITIONING MEANINGMEANING TYPES OF BRAND TYPES OF BRAND

POSITIONINGPOSITIONING : :

FUNCTIONAL POSITIONS :FUNCTIONAL POSITIONS :SOLVE PROBLEM, PROVIDE BENEFIT TO CUSTOMERSOLVE PROBLEM, PROVIDE BENEFIT TO CUSTOMER SYMBOLIC POSITIONS :SYMBOLIC POSITIONS :SELF IMAGE ENHANCEMENT, GOOD FULFILLMENTSELF IMAGE ENHANCEMENT, GOOD FULFILLMENT EXPPERIENTIAL POSITIONS :EXPPERIENTIAL POSITIONS :SHOWING ACTUAL POSITION, MAKE GUIDENCE SHOWING ACTUAL POSITION, MAKE GUIDENCE

WHAT TO DO IN FUTURE FOR MAINTAIN POSITIONWHAT TO DO IN FUTURE FOR MAINTAIN POSITION

PROCESS OF BRAND PROCESS OF BRAND POSITIONINGPOSITIONING

Who we are ?Who we are ? What we offer (our What we offer (our

product/service) ?product/service) ? For whom we offer ?For whom we offer ? What customer need do we meet ?What customer need do we meet ? Who is our competitors ?Who is our competitors ? How are we different & unique ?How are we different & unique ? The most important benefit we The most important benefit we

offer customer that which ?offer customer that which ?

FACTORS OF BRAND FACTORS OF BRAND POSITIOINGPOSITIOING

BRAND ATTRIBUTESBRAND ATTRIBUTES

CONSUMER EXPECTETIONSCONSUMER EXPECTETIONS

COMPETITOTRS ATTRIBUTESCOMPETITOTRS ATTRIBUTES

PRICEPRICE

CONSUMER PERCEPTIONSCONSUMER PERCEPTIONS

BRAND ATTRIBUTES BRAND ATTRIBUTES METHODOLOGY METHODOLOGY (WHICH METHOD (WHICH METHOD

USE TO PRODUCTION)USE TO PRODUCTION)

GOAL GOAL (WHAT THEY WANT TO (WHAT THEY WANT TO ACHIEVE FROM APPLYING ACHIEVE FROM APPLYING METHODMETHOD))

APPLICABILITY :APPLICABILITY :

A) SPECIFIC ATTRIBUTESA) SPECIFIC ATTRIBUTESB) INTRISICT ATTRIBUTESB) INTRISICT ATTRIBUTES

BRAND POSITIONING GET BRAND POSITIONING GET ONLY COVERED THAT…ONLY COVERED THAT…

BRAND REPOSITIONINGBRAND REPOSITIONING BRAND REPOSITIONING SUPPORTS BRAND REPOSITIONING SUPPORTS

FOLLOWING :FOLLOWING :

INCREASE RELEVENCE TO THE INCREASE RELEVENCE TO THE CONSUMERCONSUMER

INCREASE OCCASION FOR USEINCREASE OCCASION FOR USE MAKING THE BRAND SERIOUSMAKING THE BRAND SERIOUS FALLING SALESFALLING SALES BRINGING IN NEW CUSTOMERSBRINGING IN NEW CUSTOMERS DIFFERENT FROM OTHER BRANDSDIFFERENT FROM OTHER BRANDS CHANGED MARKET CONDITIONCHANGED MARKET CONDITION

CONCEPTS RELATED TO CONCEPTS RELATED TO BRAND INNOVATION & BRAND INNOVATION &

PROFITABILITYPROFITABILITY BRAND REJVENATION :BRAND REJVENATION : CONTINUES IMPROVEMENTCONTINUES IMPROVEMENT

BRAND RELAUNCH :BRAND RELAUNCH : MAKE NEW STRATEGY IN EXISTING MAKE NEW STRATEGY IN EXISTING

PRODUCTPRODUCT

BRAND ACQUISITIONBRAND ACQUISITION TAKEOVER OR MERGE WITH OTHER TAKEOVER OR MERGE WITH OTHER

BRANDBRAND

BRAND REJVENATION

ADD SOME VALUES OR ATTRIBUTES IN EXITING BRAND FOR MORE SALES OF

PRODUCT IN THE MARKET.

HERE WE HAVE EXAMPLE OF CADBURY 5-STAR CHOCLATE..

REJVENATE

BRAND RALAUNCH

RESTRUCTURING ALL STRATEGY ALREADY LAUNCHED BRAND AGAING RELAUNCH FOR MORE PROFIT MARGIN

GROWTH

AFTER RELAUNCHING NUMBER OF BRAND FARE MUCH BETTER PROFIT MARGIN AS COMPARED TO EARLIER...

SUCH AS. SANTOOR SOAP & VICKS ACTION 500

RELAUNCH

BRAND ACQUISITION

BECAUSE OF LARGE COMPETITION THE COMPANIES TAKEOVER OR BUYOUT SO THEY

CHOOSING OPTION OF ACQUISITION,

THAT IS MERGE WITH OTHER BRAND NAME..

SUCH AS..PEPSI ACQUIRED TO DUKE , P&G ACQUIRES GILLETTE

ACQUISITE

BRAND ACQUISITION’S OTHER SIDE OF BRAND ACQUISITION’S OTHER SIDE OF SATISFIED CONSUMER :SATISFIED CONSUMER :

THE DEVELOPMENT OF A NEW SKILL, THE DEVELOPMENT OF A NEW SKILL, PRACTICE, OR WAY OF DOING THINGS…AN PRACTICE, OR WAY OF DOING THINGS…AN

AQUISITE COMPANY CAN ALSO MAKE AQUISITE COMPANY CAN ALSO MAKE CONSUMER SATISFIED WITH MERGING OTHER CONSUMER SATISFIED WITH MERGING OTHER

COMPANY!...COMPANY!...

MR. CONSUMER

Power of word of mouth Power of word of mouth enhancingenhancing

profit level ratio...profit level ratio...

By from spreading “ VIBRANT SOUND ”

SOME BRANDS STILL MAINTAIN THEIR SOME BRANDS STILL MAINTAIN THEIR IMAGE CERTIFIED WITH AS STANDARD IMAGE CERTIFIED WITH AS STANDARD

BRANDS POSITION!...BRANDS POSITION!...

MEANING & NATURE OF MEANING & NATURE OF BRAND IDENTITYBRAND IDENTITY

B

B

B

B

IF THERE IS NO BRAND IDENTITY KNOWLEDGE !!...

SO, SITUATION CAN BE CREATED AS LIKE THAT FOLLOWING PERSON…..

BRAND NEED TO CREAT BRAND NEED TO CREAT SELF IMPACT…..SELF IMPACT…..

YOUR BRAND NEED TO LOOK DIFFER RATHER THAN OTHERS…IT WANT IT’S SELF IMAGE IN MARKET!!

BECAUSE..

INSIDE THE MIND OF CNSUMER THERE ARE AMPLE NUMBER OF THINGS IS TO BE THERE!

U WANT TO LOOK HOW YOUR BRAND THEY FIT IN THEIR MIND..!

CELIBRITY ENDORSEMENTCELIBRITY ENDORSEMENT

MEANINGMEANING ADVANTAGES OF CELIBRITY ADVANTAGES OF CELIBRITY

ENDORSEMENT :ENDORSEMENT : ESTABLISHMENT OF CREDIBILITYESTABLISHMENT OF CREDIBILITY ENSURES ATTENSIONENSURES ATTENSION HIGHER DEGREE OF RECALLHIGHER DEGREE OF RECALL ASSOCIATIVE BENEFITASSOCIATIVE BENEFIT MITIGATING A TURNING IMAGEMITIGATING A TURNING IMAGE DEMOGRAPHIC CONNECTDEMOGRAPHIC CONNECT MASS APPEALMASS APPEAL

An Brand can choose it’s Brand Ambasador

By taking celebreties good image in society…

As we here shown recently IPS officer Kiran Bedi seen in advertise of Ariel,

Because of his White Image in society…

& Ariel also sell in market by knowing good whiteness in clothes to using it..

An Brand can also choose it’s celebrity as showing situation of two different

characters..

Which recently did by “BAJAJ ALIANZE LIFE INSURANCE COMPANY” as

belowMr. Sukhi

Mr. Dukhi

Both character show publicity about one who invested in good insurance co. get benefit and who invested in bad insurance co. not get any

benefit…

DISADVANTAGES OF DISADVANTAGES OF CELIBRITY ENDORSEMENT :CELIBRITY ENDORSEMENT : THE REPUTATION OF CELEBRITY THE REPUTATION OF CELEBRITY MAY DEROGRATEMAY DEROGRATE INCONSISTENCY OF THE INCONSISTENCY OF THE PROFESSIONAL CELEBRITYPROFESSIONAL CELEBRITY MULTI BRAND ENDORSEMENT MULTI BRAND ENDORSEMENT MAKE CELEBRITY OVEREXPOSUREMAKE CELEBRITY OVEREXPOSURE MISMATCHING BETWEEN MISMATCHING BETWEEN CELEBRITY & BRAND IMAGECELEBRITY & BRAND IMAGE

HERE WE LIKE TO CONCLUDED THAT..

About METRO cinema

“ METRO Multiplex Cinemas" offer an alternative to tap this potential by providing a quality experience.

"Films” contributing nearly 27% of the total revenues of the entertainment industry.

THE MULTIPLEX PARTENERS METRO MANAGING ALL ABOUT : The box office collections Rent from display system Food & beverage (MOST PROFIT GAINING) Product launch rentals Promotions by companies to promote consumer goods

Very popular multiplex brand METRO ADL’ABS ,Mumbai

MAINTAINING BRAND POSITION OF METRO..

The metro is huge multiplex partner a part of BIG CINEMAS. According to it’s main

head of metro mr. Ninad Jadhav metro just maintain their image because good of

services, food quality, and rate which they devided to suit every class of peoples. He

tell us all brief information about METRO’s acheivements since ancient

period when it started.

THANK YOU FOR

CO-OPERATING WITH US..