brand ppt

BRAND

BRANDS ……… THE BEGINNING

BRAND CONCEPT

Brand is: - a name, a term, a sign, a symbol or a combination of them which intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.

• Success of brand depends on – effective marketing resources• Brands create – mental image among the consumers

Brand Management• A application of marketing techniques to a specific product line or a brand. Ex: Brand equity and brand Franchise.

• Value of Brand: - amount of profit that it generated (reduced cost, increased prices & market share and efficient marketing, etc.)

Brand & Its Level Brand

Identity of a product & service. Labels of ownership: name, term, design, symbol.

Levels of BrandingCountry brandCompany or corporate BrandService or product brand

WHY IS BRANDWHY IS BRANDBUILDING DIFFICULT?BUILDING DIFFICULT?

• Pressure to compete on price• Fragmenting markets and media• Complex branding strategies and

brand relationships• The temptation to change identity

/strategy• Organizational• Pressure to invest elsewhere• Pressures for short-term results

Lets identify the brands associated with these visuals and slogans

FAMOUSFAMOUS BRANDS LOGOSBRANDS LOGOS2010 Business Week Survey of top 10

brands:

1.Coca-Cola ($70 billion) 2.Microsoft3.IBM 4.General Electric (GE)5.Nokia6.Toyota7.Intel8.McDonald’s9. Disney10. Mercedes-Benz

Tools of Brand BuildingTools of Brand Building• Advertising• Public Relations• Sponsorships• Clubs and Communities• Factory visits• Trade Shows• Event Marketing• Mobile Marketing

ESPN (launched in 1978 in Bristol)

•Initially with a single satellite broadcasting regional sports. Through its singular focus on providing sports programming and news it grew into biggest name in sports.

•Now: 10 cable channels, a web site, a magazine, a restaurant chain, more than 600 local radio affiliates, television series, book publishing, online stores, music, and lot more.

• Disney land• Amul• Servo• Coca-Cola• GE• Nokia• McDonald’s• Intel

Uses of Brands/ Branding• Gives comparable quality of the

same product

• It simplify the consumer shopping

• Choosing a brand is simpler than choosing a product

• Good brands helps in building corporate image

BRAND STRATEGIES• Brand Acquisition:

Example:- •Thumps up by coca cola

• Arcelor by Mittal steel

• IBM’s PC & laptop by Lenovo (Chinese brand)

Brand Architecture : giving shape & design to your brand.

Example:-

• P&G (tide, Pantene, pamper, ivory etc..) • Court yard hotel (Marriot, mother brand)

Brand Orientation:

1. It is a deliberate approach to working with brands, both internally & externally.

2. It refers to “the degree to which the organization values brands & its practices are oriented towards building brand capabilities”.

APPROACHES OF BRAND STRATEGIES

a. Branding by expression: example:- Luxury goods

b. Branding by imageries: example:- T.V., Big posters,

prints etc..

c. Branding by experience:

example:- Starbucks & body shop

d. Online experience–

Google, Amazon.com,eBay etc..

CONCLUSION

QUITE SIMPLE!Isn’t it?

THANK YOU

SOMETIMES ITS BETTER, NOT TO ASK

SO MANY QUESTIONS ?????