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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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