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Branding defined
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Significance of Branding
Importance to consumers
1. Brands provide a tool of self expression
2. Brands simplify decision making process.
3. Brands assure minimum quality.
4. Less risk
5. Brand and emotional dimension
6. Brands encapsulate social meaning
7. People use possessions not only to define themselves
as individuals, but also to define which group they
belong to and not belong to.
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Significance of Branding
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Brand Elements
Brand Name
Logo
Symbol
Character
Packaging
Slogan
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Brand Elements Choice Criteria:
General Considerations
Memorable Adaptable
Easily Recognized Flexible & Updateable
Easily Recalled Protectable
Meaningful Legally
Credible & Suggestive Competitively
Rich Visual & Verbal Transferrable
Imagery Within & Across
Product Categories
Appealing
Across Geographical
Fun & Interesting Boundaries &
Aesthetics Cultures
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Levels of Brand Hierarchy
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Types of Brands
Generic product:
product item characterized by plain label, with no
advertising and no brand name
Manufacturers brand or National Brand:
Brand brand name
owned by a manufacturer or other producer
Private brands:
brands brand name placed on products marketed
by wholesalers and retailers
Captive brands:
brands national brands that are sold exclusively by
a retail chain
Family brand:
brand brand name that identifies several related
products
Individual brand:
brand unique brand name that identifies a
specific offering within a firms product line and that is not
grouped under a family brand
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Laws of Branding-Ten commandments
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Use of Brand as a Device
Brand is useful as a-
1. Sign of Ownership
2. functional device
3. Risk reducer
4. Differentiating device
5. Symbolic device
6. Legal device
7. Strategic Device
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Commodity to Brand
Price Intangible
Differentiation Value
/ Margins Addition
Product/Image Differentiation
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Brand Loyalty
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Brand Equity
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BRAND EQUITY : AN OVERVIEW
Perceive
d Brand
Name
quality association
awareness
BRAND EQUITY Other proprietary
Brand loyalty Name brand assets
Symbol
Provides value to Provides value to firm
by enhancing:
customer by enhancing
-Efficiency &
customers: effectiveness of
Interpretation/ marketing programs
Processing of -Brand Loyalty
information Prices / Margins
Confidence in the Brand Extension
purchase decision Trade leverage
Use satisfaction Competitive Advantage
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Personality Service
Character Technology Personality
Leadership Lifestyle
Etc
Functional Etc Occupation
Soft attributes attributes Age Etc.
Soft
attributes Functional
Corporate image attributes
Image of product
Image of maker
Image of user
Market Brand Image Image of
Growth Margins
Etc. competing
Brands
All new image
factors contributing
to brand equity Brand Equity Market value of a brand 20
The Concept of
Customer-Based Brand Equity
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Determinants of
Customer-Based Brand Equity
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Building
Customer-Based Brand Equity
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Benefits of
Customer-Based Brand Equity
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Customer-Based Brand Equity
as a Bridge
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CBBE Pyramid
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Strategic Brand Management
Brand-product matrix
Grow and Sustain Brand portfolios and hierarchies
Brand Equity Brand expansion strategies
Brand reinforcement and revitalization
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