Sachin Final
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Transcript of Sachin Final
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JIJA MATA POLYTECHNIC COLLEGE
SCIENCE
ENGINEERING
COMPUTER
PRESENTATION "ON BRAND "
SUBBMITTED BY
SACHIN MAHAJAN
SUBMITTED TO
RAJENDRA CHOUHAN
SIR
PRESENTS
2011-2012
4th
SEMESTER
4th
SEMESTER
4th
2011-2012
SEMESTER
4th
PRESENTS
2011-2012
SEMESTER
4th
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BRAND
The American Marketing Association
defines a brand as a "Name, term,
design, symbol, or any other feature
that identifies one seller's good or service
as distinct from those of other sellers.
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Its the companys definition of what they have tooffer.
A brand is a product that has a personality.
A promise to the customer.
What the customer knows about your specific
product. Its your image.
How the company or product is perceived?
What is a Brand?
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EXAMPLES:-
2. Mercedes promises well-built,prestigious, safety, performance
Co branding/Dual branding: "Intel inside."
1. Batteries: DieHard contains apromise of long use. Sears hasCraftsman, DieHard, Homart andKenmore.
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THE ROLES OF BRAND
Brand identify the source or maker of product and allow
consumer either individual or organizational to assign
responsibility to a particular manufacture or distributor.
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BRAND EQUITY
Brand equity is the added endowed to products and
Services .This value may be reflected in how consumers
think,feel ,and act with respect to the brand as well
as the prices ,market share, and profitability that the
brand commands for the firm.
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BRAND ELEMENT
*Nam
e
*Logo
*Shapes
*Graph
ics
*Color
*Sou
nds
*Movem
ent
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BRAND ELEMENT CHOICE CRITERIA
1. MEMORABLE
2. MEANIGFUL
3. LIKEABILITY
4.TRANSFERABLE
5. ADAPATABLE
6. PROTECTIBLE
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BRANDING STRETAGY
The decision as to how to brand a new products
is especially critical. when a firm introduces a new
product , it has three main choices:
1. It can develop new brand elements for the new product.
2. It can apply some of its existing brand elements.
3. It can use a combination of new and existing brand elements.
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GLOBAL BRAND
A global brand is one which is perceived toreflect the same set of values around the world.
Global brands transcend their origins and create
strong enduring relationships with consumers
across countries and cultures. They are brands
sold in international markets. Examples of global
brands include Facebook, Apple, Pepsi, McDonald's,
Mastercard, Gap, Sony and Nike. GLOBAL BRAND
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LOCAL BRAND
A brand that is sold and marketed (distributed and
promoted) in a relatively small and restricted
geographical area. A local brand is a brand that
can be found in only one country or region. It maybe called a regional brand if the area encompasses
more than one metropolitan market. The examples
Of local brands are :IDEA,RELIANCE,AIRTEL,BSNL
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IMPORTANT TOPICS RELATED TO BRAND EQUITY
1. BRAND CONTACTS
2. BRAND AWARENESS
3. BRAND IMAGE
4. BRAND AUDITS
5. BRAND INVENTORY
6. BRAND TRACKING
7. BRAND VA;UATION
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BRAND CONTACTS
A Brand contact can be defined as any information
bearing experiances a consumer or prospect has with
brand, the brand category , or the market that relates
to the marketers product or service.
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BRAND AWARENESS
Brand awareness is consumers ability to identify
the brand under different conditions , as reflected
by their brand recognition or recall performance.
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BRAND IMAGE
Brand image is perceptions and beliefs
held by consumer as reflected in the
association held in consumer memory.
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BRAND AUDITS
A brand audit is a consumer-focused exercise
that involves a series of procedure to assess
the health of the brand , uncover its sources
and leverage its equity.
of brand equity , and suggest ways to improve
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BRAND INVENTORY
The purpose of the brand inventory is to provide
a current ,compare hensive profile of how all the
products and services sold by a company are mark
-eted and branded. The brand inventory helps to
suggest what consumers current perception may
be based on.
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BRAND TRACKING
Tracking studies collect information from consumer on
a routine basis over time. Tracking studies typically
employ quantitative measures to provide marketers
with current information as to how their brands and
marketing program are performing .
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BRAND VALUATION
Brand equity needs to be distinguished from brand
valuation , which is the job of estimating the total
financial value of the brand .Certain companies base
their growth on acquiring and building rich brand
Portfolia.
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ADVANTAGES OF BRANDING
1. QUALITY
2. STATUS
3. HIGHER TURNOVER
4. BRAND LOYALTY
5. WIDE MARKET
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BRAND IDENTITY
The outward expression of a brand - including its
name, trademark, communications, and visual
appearance - is brand identity. Because the identity
is assembled by the brand owner, it reflects how the
owner wants the consumer to perceive the brand -
and by extension the branded company, organization,
product or service. This is in contrast to the brand
image, which is a customer's mental picture of a brand.
The brand owner will seek to bridge the gap between
the brand image and the brand identity.
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ATTITUDE BRANDING
Attitude branding is the choice to represent a larger feeling,
which is not necessarily connected with the product or
consumption of the product at all. Marketing labeled as
attitude branding include that of Nike, Starbucks, The Body
Shop, Safeway, and Apple Inc.. In the 2000 book No Logo,
Naomi Klein describes attitude branding as a "fetish strategy".
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ICONIC BRAND
Iconic brands are defined as having aspects that contribute to
consumer's self-expression and personal identity. Brands whose
value to consumers comes primarily from having identity value
are said to be "identity brands". Some of these brands have such
strong identity that they become more or less cultural icons
which makes them "iconic brands". Examples are: Apple, Nike
and Harley Davidson. Many iconic brands include almost ritual
-like behaviour in purchasing or consuming the products.
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LEVELS OF BRAND NAME
(i) BRAND REJECTION (ii) BRAND NON-RECOGNITION
(iii) BRAND RECOGNITION
(iv) BRAND PREFERENCE (v) BRAND LOYALTY
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ESSENTIALS OF A GOOD BRAND NAME
1. SIMPLE AND SHORT
2. EASY PRONOUNCEMENT
3. RECOGNIZABLE
4. MEMORABLE
5.TIMELY
6.ATTRACTIVE
7. ECONOMICAL
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BRAND PORTFOLIO
The brand portfolio is the set of all brands and
brand lines a particular firm offers for sale to
buyers in a particular category. Different brands
market segments.
may be designed and marketed to appeal to different
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1. BRAND 2. What is a Brand?
5. Brand Equity
9. Global Brand 10. Local Brand
12. Advantages OfBranding
13. Brand Identity
14. Attitude Branding 15. Iconic Brand
3. Examples
16. Levels Of BrandName
17. Essentials of a goodbrand name
4. The role of brands
6. Brand Element
7. Brand Element choicecriteria
8. Brand strategy
11. Important topics related to brand equity
18. Brand portfolio
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