GROUP NO.

1
OUR GROUP MEMBERS ARE :
1) PRANITA MHATRE 2) PRASHANT MIRGULE 3) SHAHEBAZ MOMIN 4) LIJI NAMBIAR 5) DISHA NIRMAL 6) KARAN NIWATE 7502 7503 7505 7512 7514 7515

* GUIDENCE TEACHER : ARCHNA MAAM *

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) DOS & DONTS RELATE TO NAME Session 3.0 Session 4.0 CONCEPT BRAND EXTENSION.. 6

BRAND INNOVATION TECHNIQUES. 8

Session 5.0
Session 6.0 Session 7.0

BRAND POSITIONING, IDENTITY 10

NATURE , RATIONLISATION Conclusion. 11 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 BRANDS

BRAND IS A MAJOR ASSET OF THE FIRM

$29,398m

BRAND REPRESENTS THE VALUE DELIVERED TO CUSTOMERS BRAND OFFERS STRATEGIC LEVERAGE TO FIRM

FUNCTIONAL BRANDS : e.g. DETERGENT NIRMA

CATEGORISATION OF BARNDS BASED ON THE VALUE THEY OFFER

IMAGE BRANDS : e.g. COCA-COLA & PEPSI

EXPERIENCE BRAND : e.g. KINGFISHER AIRLINES

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

THE TASK IN DEVELOPING & MANAGING BRANDS

SELECTING BRAND NAME, LOGO, SLOGA etc BRAND EQUITY BRAND EXTENTION CREAT BRAND IMAGE CREAT BRAND AWARENESS CREAT BRAND POSITIONING BRAND ATTRIBUTES BRAND REPOSITIONING BRAND INNOVATION CREAT BRAND IDENTITY

WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET TAKE A LOOK

SELECTING BRAND NAME, LOGO, SLOGAN

SELECTING BRAND NAME :

NAMES COMMUNICATING THE FUNCTIONS NAMES COMMUNICATING A SPECIALITY USE OF ACRONYMS USE OF COMPANY NAME

NAMES COMMUNICATING THE FUNCTIONS

e indicates Internet service provide

Name indicates make huge shopping to customer on single stop

NAMES COMMUNICATING A SPECIALITY

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

USE OF ACRONYMS
Bharat Sanchar Nigam Limited

Larsen And Toubro

Mahanagar Telephone Nigam Limited

USE 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

JUST DO IT.!

NOKIA

CONNECTING PEOPLE

FASTRACK

MOVE ON!

 CHECK LOGO NEEDED UNDER WHICH

CATEGORY (CO. & TECH.OR INDUS.)

DOs & DONTs IN LOGO SELECTION

LOGO MUST EXPLAIN BRANDS BENEFIT PEOPLE FRIENDLY TO ASSUMING IT MUSTNT SIMPLE SYMBOL (IT SHOULD BE
UNIQUE ONE)

IT MUSTNT AID BRAND WEAKNESS POWER

(IT SHOULD BE PULLING POWER)

BRAND EQUITY TO CONSUMER

FOLLOWING THREE BASIC PRESPECTIVE FROM WHICH VIEW BRAND EQUITY : BRAND EXTENSION FINANCIAL WAY CONSUMER BASED WAY

 MEANING OF BRAND EXTENSION

CONCEPT OF BRAND EXTENSION

THREE TYPES OF BRAND EXTENSION :

SAME PRODUCT LINE EXTENSION :
e.g. SURF & COLGATE EXTENDING BRAND NAME WITH RELATED PRODUCT LINE : e.g. PONDS EXTENDING BRAND NAME WITH UNRELATED PRODUCT LINE e.g.ADIDAS

 FINANCIAL WAY TO
DETERMINING BRAND EQUITY :
IT DETERMINES THE PRICE PREMIUM THATS 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..
11 10 9 8 7 6 BRAND EQUITY BRAND LOYALTY BRAND PREFERENCE BRAND POSITION BRAND IMAGE BRAND PERSONALITY BRAND IDENTITY BRAND ATTITUDE BRAND FAMILIARITY BRAND ASSOCIATION BRAND AWARENESS

5
4 3 2

ADVANTAGES OF BRAND EQUITY TO CONSUMER & FIRM

WAY OF CONSUMER
1) PURCHASE BRANDED PRODUCT WITH CONFIDENCE
2) CONSUMER FEEL CONFIDENCE

WAY OF FIRM
1) A FIRM CAN SELL THEIR BRAND PRODUCT MORE EFFICIENTLY 2) FIRM GET CREAT CORPORATE IMAGE IN MARKET 3) GET CONSUMER SATISFACTION & NEW ORDERS

3) GET NEW INFORMATION

4) ENJOY PRIDE TO USING CERTAIN PRODUCT OF SPECIFIC BRAND

5) WILLING TO ACCEPT NEW PRODUCT OF EXISTING BRAND

4) ENHANCING BRAND POPULARITY IN THE MARKET

5) MAKING DIVERSIFIED THEIR BUSINESS

BRAND IMAGE

BRAND CHARACTER (RELATED TO THE INTERNAL CONSTITUTION) BRAND CULTURE (ABOUT THE SYSTEM OF VALUES) BRAND PERSONALITY (RELATED TO SET OF HUMAN CHARACTERSTICS) BRAND ESSENSE (REPRESENTS EMOTIONAL CHARACTER & VALUE 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 AWARENESS

MEANING

BRAND PERSONALITY BRAND ASSOCIATION

BRAND LOYALTY

BRAND POSITIONING

MEANING

TYPES OF BRAND POSITIONING :

FUNCTIONAL POSITIONS : SYMBOLIC POSITIONS :

SOLVE PROBLEM, PROVIDE BENEFIT TO CUSTOMER SELF IMAGE ENHANCEMENT, GOOD FULFILLMENT

EXPPERIENTIAL POSITIONS :

SHOWING ACTUAL POSITION, MAKE GUIDENCE WHAT TO DO IN FUTURE FOR MAINTAIN POSITION

PROCESS OF BRAND POSITIONING

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

FACTORS OF BRAND POSITIOING

BRAND ATTRIBUTES CONSUMER EXPECTETIONS

COMPETITOTRS ATTRIBUTES
PRICE CONSUMER PERCEPTIONS

BRAND ATTRIBUTES

METHODOLOGY (WHICH METHOD USE TO PRODUCTION)

GOAL (WHAT THEY WANT TO ACHIEVE FROM APPLYING METHOD) APPLICABILITY :

A) SPECIFIC ATTRIBUTES B) INTRISICT ATTRIBUTES

BRAND POSITIONING GET ONLY COVERED THAT

BRAND REPOSITIONING

BRAND REPOSITIONING SUPPORTS FOLLOWING :

INCREASE RELEVENCE TO THE CONSUMER INCREASE OCCASION FOR USE MAKING THE BRAND SERIOUS FALLING SALES BRINGING IN NEW CUSTOMERS DIFFERENT FROM OTHER BRANDS CHANGED MARKET CONDITION

CONCEPTS RELATED TO BRAND INNOVATION & PROFITABILITY

BRAND REJVENATION :
CONTINUES IMPROVEMENT

BRAND RELAUNCH :
MAKE NEW STRATEGY IN EXISTING PRODUCT

BRAND ACQUISITION
BRAND

TAKEOVER OR MERGE WITH OTHER

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 ACQUISITIONS OTHER SIDE OF SATISFIED CONSUMER : THE DEVELOPMENT OF A NEW SKILL, PRACTICE, OR WAY OF DOING THINGSAN AQUISITE COMPANY CAN ALSO MAKE CONSUMER SATISFIED WITH MERGING OTHER COMPANY!...

MR. CONSUMER

Power of word of mouth enhancing profit level ratio...

By from spreading VIBRANT SOUND

SOME BRANDS STILL MAINTAIN THEIR IMAGE CERTIFIED WITH AS STANDARD BRANDS POSITION!...

MEANING & NATURE OF BRAND IDENTITY

B

B B

IF THERE IS NO BRAND IDENTITY KNOWLEDGE !!... SO, SITUATION CAN BE CREATED AS LIKE THAT FOLLOWING PERSON..

BRAND NEED TO CREAT SELF IMPACT..

YOUR BRAND NEED TO LOOK DIFFER RATHER THAN OTHERSIT WANT ITS 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 ENDORSEMENT

MEANING ADVANTAGES OF CELIBRITY ENDORSEMENT :

ESTABLISHMENT OF CREDIBILITY ENSURES ATTENSION HIGHER DEGREE OF RECALL ASSOCIATIVE BENEFIT MITIGATING A TURNING IMAGE DEMOGRAPHIC CONNECT MASS APPEAL

An Brand can choose its 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 its celebrity as showing situation of two different characters.. Which recently did by BAJAJ ALIANZE LIFE INSURANCE COMPANY as below
Mr. 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 CELIBRITY ENDORSEMENT :

THE REPUTATION OF CELEBRITY MAY DEROGRATE INCONSISTENCY OF THE PROFESSIONAL CELEBRITY MULTI BRAND ENDORSEMENT MAKE CELEBRITY OVEREXPOSURE MISMATCHING BETWEEN CELEBRITY & 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 ADLABS ,Mumbai

MAINTAINING BRAND POSITION OF METRO.. The metro is huge multiplex partner a part of BIG CINEMAS. According to its 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 METROs acheivements since ancient period when it started.

THANK YOU FOR

CO-OPERATING WITH US..