Beruflich Dokumente
Kultur Dokumente
A PRODUCT IS MADE AT THE FACTORY AND A BRAND IS BUILT AT THE MIND OF A CUSTOMER BRAND IS THE SOUL- DEHI OR ATMAN WHICH GETS IN TO DIFFERENT PRODUCTS AND LEAVE . NO FIRE CAN DESTROY IT-
Name Awareness
Brand Loyalty
Brand Associations
Other Proprietary Brand Assets
Brand Equity
Name Symbol
Brands
A Timeless Brand - Ivory Soap
Prime example of creating and sustaining Brand Equity Is now 117 years old Commitment to Ivorys Brand Equity during the depression Radio soap opera Ivory doubled its sales between 1933 and 1939 Commitment to the development of Brand Equity
Stimulus discrimination Stimulus Generalization. Classical conditioning Observational (Modeling) learning, or celebrity endorsement Arousal of motives Cognitive dissonance Tri-component model of attitude.
1)DETERMINE THE CORE VALUE OF YOUR BRAND -WHAT DOES IT MEAN TO CUSTOMER. LIFE-BUOY DETOL COLGATE
PERSUASIVE DIFFERENCE IN THE EYES OF THE CUSTOMER. + Hero Honda Fill it shut it , forget about it
3)BE CONSISTANT AND FAITHFULL TO CORE VALUES OF YOUR BRAND 1985 COKE INTRODUCED NEW COKE 2006 LUX ALSO FOR MEN
MISMATCH
Moving away from promise to core segment Mismatch between Personality and Brand http://youtube.com/watch?v=2qhXhwl8UsY
4)THINK OF THE BRAND AS AN ATOMIC STRUCTURE.(KEEP CORE/ NUCLEUS IN TACT)-REF ALRIES, 22 IMM: LAWS
IN CASE OF BRAND EXTENSION TAKE THE PRODUCT THAT LIES AT THE HEART &WRAP IT UP WITH SOME CONTEMPORARY SOCIAL MEANING RELEVANT TO TARGET GROUP. SURF EXCEL, LIFE BUOY GOLD,
5)BE FANATICAL ABOUT QUALITY OF YOUR PRODUCT /SERVICE. PERCEIVED QUALITY OF YOUR BRAND IN RELATION TO COMPETITON. TOYOTA (ref: interview HBR-July Mr. K. WANTABE , CEO) SIX SIGMA, TPM & CMM
6)AUGEMENT THE VALUE OF YOUR BRAND THROUGH CUSTOMER SURPRISING SERVICES ESPECIALLY IN PARITY SITUATION. 7YEAR WARANTY KHAITAN FAN HAPPY HOURS OF ADAYARK PARK JET AIR, CLUBS
8) INVEST IN THE BRAND TO SUSTAIN ITS CUSTOMER APPEAL MYSORE SANDAL NOKIA LIKE MAINTENANCE OF A MACHINE.
9)PROMOTIONS SHOULD PRIMARLY ENHANCE BRAND ASSOCIATIONS/IMAGE CADBURY 25% EXTRA MAGGI FREE BEE ALWAYS REF: SUCCESSFUL BRAND PROMOTION BY PRAN CHOWDHERY
10)DONOT WEAKEN/ DILUTE STRONG ADVERTISING PROPERTY. EAT HEALTHY THINK BETTER- BRITANIA APPLYING THOUGHTS- WIPRO REAL TASTE OF LIFE CADBURY THANDA MATLAB COCA- COLA SIGNATURE TUNE OF AIRTEL
REF:HBR -AUG:-07. IF BRANDS ARE BUILT OVER YEARS WHY ARE THEY MANAGED OVER QUARTERS BY- LEONARD .M.LODISH
12)TRACK YOUR BRAND EQUITY REGULARLY. BRAND HEALTH MONITOR THE DELL REPORT IMRB SERVICES AC- NEL: REPORT OF RETAIL
Value($ Billion) 67-/ 56.9-/ 56.2-/ 48.9-/ 32.3-/ 30.1-/ 27.9-/ 27.8-/ 27.5-/ 21.7-/
BRAND APPEALS
LOVE ME HATE ME .. AND NEVER IGNORE ME. DAVID OGILVY THANK YOU ALL.