22-09-2012, 04:45 PM
BRAND MANAGEMENT
BRAND MANAGEMENT-UNIT 1.ppt (Size: 1.2 MB / Downloads: 41)
What is a brand
According to AMA - A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors
CHARACTERISTICS OF A SUCCESFUL BRAND
Superior product quality: bose speakers
Additional services: maruthi –never far away
Differentiation: anti dandruff
Pioneers: walkman
Long term communication strategy ensodyne
Brand communicates
Attributes:Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand.
Benefits: volvo : safety
Values: producer’s values
Culture: The Mercedes represents German culture: organized, efficient, high quality. pizza
Personality: Ex: Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism. Channel -elegance
User: Hilfiger Denim, a premium-upscale denim collection for men and women.
Brand Benefits
Functional - intrinsic advantage (Head & Shoulders eliminates my dandruff)
Symbolic - extrinsic advantage - (H&S makes me beautiful) Badge brands fulfill needs for self esteem
Experiential - usage imagery (H&S tingles when I lather it onto my scalp)
TYPES OF BRAND
INIDIVIDUAL BRAND
FAMILY BRAND
MANUFACTURERS BRAND
COMPANY NAME BRAND
GENERIC BRAND
SUB BRANDS
BRAND MANAGEMENT-UNIT 1.ppt (Size: 1.2 MB / Downloads: 41)
What is a brand
According to AMA - A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors
CHARACTERISTICS OF A SUCCESFUL BRAND
Superior product quality: bose speakers
Additional services: maruthi –never far away
Differentiation: anti dandruff
Pioneers: walkman
Long term communication strategy ensodyne
Brand communicates
Attributes:Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand.
Benefits: volvo : safety
Values: producer’s values
Culture: The Mercedes represents German culture: organized, efficient, high quality. pizza
Personality: Ex: Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism. Channel -elegance
User: Hilfiger Denim, a premium-upscale denim collection for men and women.
Brand Benefits
Functional - intrinsic advantage (Head & Shoulders eliminates my dandruff)
Symbolic - extrinsic advantage - (H&S makes me beautiful) Badge brands fulfill needs for self esteem
Experiential - usage imagery (H&S tingles when I lather it onto my scalp)
TYPES OF BRAND
INIDIVIDUAL BRAND
FAMILY BRAND
MANUFACTURERS BRAND
COMPANY NAME BRAND
GENERIC BRAND
SUB BRANDS