BRAND MANAGEMENT

BRAND POSITIONING

BRAND POSITIONING & VALUES

Brand positioning & Values is all about identifying the optimal location in our customers minds for the Brand and the competitors Proper positioning makes it easier to facilitate understanding of the brand.

Positioning is the foundation for creating and fostering the desired knowledge and perceptions of the customers.

SOURCES OF BRAND EQUITY

QUANTITATIVE : QUALITATIVE :

Free Association Sports Concert

Projective Technique Experiential Marketing Brand Personality & Values

Awareness Recall Recognition

Image Brand Relationship

QUANTITATIVE

FREE ASSOCIATION
Identify the range of possible brand association in consumers mind.

A brand is mostly associated with an event, sport or with some organization

PROJECTIVE TECHNIQUE
Diagnostic tools to uncover true opinions and feelings of consumers when they are unwilling/unable to express themselves Competition and interpretation tasks Fill in the bubble approach for analysis Consumers convey their impressions by comparing brands to people, countries, animals, activities etc

BRAND PERSONALITY AND VALUES

The following 5 factors of brand personality Sincerity Excitement Competence Sophistication Ruggedness

QUALITATIVE

AWARNESS
Strength of the branding memory and consumers ability to identify various brand elements Recognition: consumers ability to identify the brand under different circumstances Recall: unaided recall identification with minimal cues. Aided recall uses various cues to assist recall

BRAND RELATIONSHIP

Behavioral loyalty
Brand sustainability: higher the repeat purchases, greater the brand equity.

BRAND IMAGE

Creating a positive brand image takes marketing programs that link strong, favorable & unique association to the brand in memory

SPORTS ASSOCIATE

CONCERT ASSOCIATE

PROJECTIVE TECHNIQUES

NOKIA IS GOOD BECAUSE ________________________________

BRAND PERSONALITY AND VALUES

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BRAND AWARNESS

RECALL

RECOGNITION

THE NOKIA TONE

BRAND IMAGE
DURABILITY AVAILABILITY AFFORDABLE

BRAND RELATIONSHIP
AFTERSALE SERVICE RECYCLE OF NOKIA

CBBE MODEL
The power of a brand resides in the mind of its customers

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emotion

Salience - talks about Brand Awareness (depth and breadth) Identity Ensure customers can identify the brand and can associate the brand with a specific product class or need.

Performance -Meaning Establish meaning to the brand so that when customers think of the brand, they strategically link both tangible and intangible brand associations with the brand.

Imagery User profiles, purchase and usage situations, personality and values, history, heritage and experiences.

Judgment Responses Gauge customer responses to the brand identification and brand meaning. Brand judgments are personal opinions and evaluations about the brand. Judgment dimensions: quality, credibility, consideration, superiority Feelings (strong and favorable)
Feelings dimensions: warmth, fun, excitement, security, social approval, self-respect

INTERNAL BRANDING

internal

COMMUNICATE
A good mantra should both define the category of business to set the brand boundaries & clarify what is unique about the brand.

SIMPLIFY
An effective brand should be memorable, that means it should me short, crisp, & vivid.

INSPIRE
The brand mantra should also stick out that is personally, meaningful & relevant to all employees possible

PRESENTED BY ABHISHEK SETHIA OVAIS QURESHI SHRUTI AGGARWAL JINESH THAKKAR