logging in or signing up brand management goprom_mak Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 653 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: September 05, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: chetanj (14 month(s) ago) its really good ppt.. pls send me my Id is chetan.10sj@rediffmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: javedthecool (16 month(s) ago) hey itz a gud presentation....plz allow me to download Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: BRAND PORTFOLIO MANAGEMENT PRESENTED TO:- (PROF.) CHETNA RAO PRESENTED BY:- ROHIT SHARMA(26) GOPAL MAKDE(04) AMIT SAHOO(01) ROHIT PANDEY Slide 2: MEANING OF BRAND PORTFOLIO MANAGEMENT. FIVE ISSUES CONNECTED TO BRAND PORTFOLIO MANAGEMENT. OBJECTIVES OF BRAND PORTFOLIO MANAGEMENT. DIMENSIONS OF BRAND PORTFOLIO MANAGEMENT. WHY UNDERSTANDING AND MANAGING BRAND PORTFOLIO. INPUTS TO BRAND PORTFOLIO DECISIONS. BRAND PORTFOLIO STRATEGY- 20 TAKEAWAYS CONCLUSION ANY QUESTIONS. BIBLOGRAPHY. CONTENTS Slide 3: BRAND:- A brand is a name used to identify and distinguish a specific product, service, or business. A legally protected brand name is called a proprietary name. BRAND POTFOLIO MANAGEMENT Slide 4: BRAND PORTFOLIO:- The brand portfolio includes all of the brands managed by the organization including :- 1)master brands. 2)Alliance brands. 3)Corporate brand. 4)Endorsers etc. BRAND PORTFOLIO Slide 5: THE DELL BRAND PORTFOLIO THE DELL BRANDs DELL BRANDS DELL LOGOS-1999 DELL LOGOS- 2000 1.E-SUPPORT SUPPORT-DIRECT FROM DELL E DELL| EXPERT SYSTEMS 2.SUPPORT.DELL.COM SUPPORT.DELL.COM DELL|SUPPORT.DELL.COM 3.DELL NET D LL.NET E DELL| ACESS TO HOME 4.DELL HOST.COM DELL HOST .COM DELL| HOSTING SERVICES Slide 6: BRAND PORTFOLIO MANAGEMENT:- The management of all brands of an organization is known as brand portfolio management. B.P.M should provide a structure and process to create brand extension opportunities, access their risk, and adjust the portfolio accordingly. Brand portfolio management Slide 7: allocating the funds taking into account each brand and its role. the decision of adding extra brands and categories of brands. crossing out the brands or not emphasizing them. supporting a brand by its vertical or horizontal expansion or by introducing it, as a brand with a supporting role, in new contexts. ensuring the visual presentation of the brands FIVE ISSUES CONNECTED TO B.P.M Slide 8: OBJECTIVES OF B.P.M OBJECTIVES OF B.P.M RELEVANCE LEVERAGE SYNERGY STRONG BRANDS Slide 9: Synergy:-portfolio synergy involves allocating resources over the portfolio to support the overall business strategy. It involves:- funding each brand according to its profit contribution. Identification of brands with portfolio roles for making optimal allocation decisions. Use of brands in different context enhance the visibility of the brands,create and reinforce associations and lead to cost efficiencies. SYNERGY Slide 10: Leverage:-leveraging brands means creating strong brand platforms. And making them work harder. Increasing their impact in core market. Extending them into new product markets as master brands. Leverage 2ND DIMENSIONS is vertical extension means. 1) moving a brand scale or into a value market. 2)Creating master brand with significant extension potential . LEVERAGE Slide 11: Relevance for a brand for a customer occurs when two conditions are met. 1.Need or desire by a customer for a product category or sub-category of attributes ,an application ,a user group or other characteristics. 2)The brand is among the set considered by that customer. To be considered ,the brand have both sufficent visibiity and performance. The brand must register when the product category or sub category is cued. Without relevance differentiation and preferance may not be worth while. RELEVANCE To better understand relevance and concept of category or sub-category. : To better understand relevance and concept of category or sub-category. Brand relevance Identify problem or opportunity (purchasing a car) Select product category or sub category(luxury sports sedan Select brands to consider(audi,bmw,lexus Brand preference Select brand from consideration group Usage experience Fig:-model of brand –customer interaction Slide 13: Strong brands concept consits of two things:- 1)Branded differentiators. 2)Brand energizers. STRONG BRANDS Active management over an extended time period. Brand differentiator Exclusive 1.Feature 2.Ingriedents 3.Service 4.program Points of differentiation for the branded offering. Meaningful to customer Augments and enhance the branded offering 1).relevance of offering. 2).credibility of claims 3).communication of benefits Fig:-brand differentiators Slide 14: BRAND ENERGIZERS ACTIVE MANAGEMNT OVER AN EXTENDEDTIME PERIOUD BRANDED ENERGIZERS PRODUCT PROMOTION SPONSORSHIP SYMBOLS PROGRAM’S CEO’S USES LIFESTYLE ENHANCES OR TARGET THE MARKET BRAND CREATES OR EHANCES VISIBILITY INTERSET. CUSTOMER CONNECTION. BRAND ASSOCIATIONS BRAND CREDIBILITY FIG:-BRANDED ENERGIZERS Slide 15: BRAND PORTFOLIO MANAGEMENT BRAND PORTFOLIO PRODUCT DEFINING ROLES PORTFOLIO ROLES PORTFOLIO STRUCTURE BRAND SCOPE PORTFOLIO GRAPHICS DIMENSIONS OF B.P.M Slide 16: BRAND PORTFOLIO BRAND PORTFOLIO CONSITS OF SIX BRANDS:- MASTER BRANDS ALLIANCE BRANDS ENDORSERS CORPORATE BRANDS. BRANDED DIFFERENTIATORS BRANDED ENERGIZERS Slide 17: It consist of six roles:- Descriptors. Product brands. Umbrella brands. Co-brands Drivers roles PRODUCT DEFINING ROLES Slide 18: IT HAS FOUR PORTFOLIO ROLES:- Strategic brands. Silver bullets. Flanker brands. Cash cow brands. PORTFOLIO ROLES Slide 19: IT CONSITS OF TWO SCOPE:- 1.product categories and sub-categories. 2).future scope. BRAND SCOPE PORTFOLIO GRAPHICS IT CONSITS OF TWO THINGS:- LOGOS. VISUAL PRESENTATION. Slide 20: IT CONSITS OF THREE STRUCTURE:- brand groupings. Brand hierarchy trees Brand network models PORTFOLIO STRUCTURE Slide 21: A portfolio in which each brand executes a clear role create competitive decisive synergies. Ensure that the brands of the future get the resources they need to succeed. Understanding the perspectives,tools,and methods of portfolio’s. Strategic growth challenges addressed through portfolio tools. An offering can get too complex, confusing customers and even employees. WHY MANAGING BRAND PORTFOLIO Slide 22: INPUTS TO BRAND PORTFOLIO DECISIONS IDENTIFY BRAND PORTFOLIO ISSUES AND OPTIONS MARKET FORCES AND DYNAMICS BUSINESS STRATEGY BRAND PORTFOLO AUDIT BRAND EQUITIES AND IDENTITIES Slide 23: Allocate brand building resources. Understand the role of sub-brands and endorsed brands. Link brand portfolio strategy to business strategy. Consider portfolio objectives. Relevance is key. Strategies of trend differ from trend drivers. Brand differentiators can create strong brand position. Most brand could benefits from a brand energizer. External brands can be part of the portfolio and so managed A brand alliance should have a long term perspective. Leverage strong brands. Develop platform brands. BRAND PORTFOLIO STARTEGY-20 TAKEAWAYS Slide 24: Leverage the portfolio into super premium areas. Consider accessing value markets. Leverage the corporate brand. Actively manage the corporate brand. A new name may not be the answer. Focus brand building resources. Get rid of or dial down weak brands. Create clarity of offerings. CONTD. Slide 25: We shows the how much is brand portfolio management is necessary in todays era.every company has its own brand portfolio and they also have the person to manage the portfolio of there own brands. The conclusion is that every company has to maintain there brand portfolio and they also spend lot of money on portfolio management to survive in this competitve era. So,every person who done B.P.M must have the knowledge of EVERY brand. CONCLUSION COMPETITION LOGOS:- 1 : COMPETITION LOGOS:- 1 COMPETITION LOGOS:- 2 : COMPETITION LOGOS:- 2 COMPETITION LOGOS:- 3 : COMPETITION LOGOS:- 3 COMPETITION LOGOS:- 4 : COMPETITION LOGOS:- 4 COMPETITION LOGOS:- 5 : COMPETITION LOGOS:- 5 COMPETITION LOGOS:- 1 COMPETITION LOGOS:- 6 : COMPETITION LOGOS:- 6 COMPETITION LOGOS:- 8 : COMPETITION LOGOS:- 8 Slide 33: COPMPETITION LOGO :- 9 Slide 34: ANY QUESTIONS You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
brand management goprom_mak Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 653 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: September 05, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: chetanj (14 month(s) ago) its really good ppt.. pls send me my Id is chetan.10sj@rediffmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: javedthecool (16 month(s) ago) hey itz a gud presentation....plz allow me to download Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: BRAND PORTFOLIO MANAGEMENT PRESENTED TO:- (PROF.) CHETNA RAO PRESENTED BY:- ROHIT SHARMA(26) GOPAL MAKDE(04) AMIT SAHOO(01) ROHIT PANDEY Slide 2: MEANING OF BRAND PORTFOLIO MANAGEMENT. FIVE ISSUES CONNECTED TO BRAND PORTFOLIO MANAGEMENT. OBJECTIVES OF BRAND PORTFOLIO MANAGEMENT. DIMENSIONS OF BRAND PORTFOLIO MANAGEMENT. WHY UNDERSTANDING AND MANAGING BRAND PORTFOLIO. INPUTS TO BRAND PORTFOLIO DECISIONS. BRAND PORTFOLIO STRATEGY- 20 TAKEAWAYS CONCLUSION ANY QUESTIONS. BIBLOGRAPHY. CONTENTS Slide 3: BRAND:- A brand is a name used to identify and distinguish a specific product, service, or business. A legally protected brand name is called a proprietary name. BRAND POTFOLIO MANAGEMENT Slide 4: BRAND PORTFOLIO:- The brand portfolio includes all of the brands managed by the organization including :- 1)master brands. 2)Alliance brands. 3)Corporate brand. 4)Endorsers etc. BRAND PORTFOLIO Slide 5: THE DELL BRAND PORTFOLIO THE DELL BRANDs DELL BRANDS DELL LOGOS-1999 DELL LOGOS- 2000 1.E-SUPPORT SUPPORT-DIRECT FROM DELL E DELL| EXPERT SYSTEMS 2.SUPPORT.DELL.COM SUPPORT.DELL.COM DELL|SUPPORT.DELL.COM 3.DELL NET D LL.NET E DELL| ACESS TO HOME 4.DELL HOST.COM DELL HOST .COM DELL| HOSTING SERVICES Slide 6: BRAND PORTFOLIO MANAGEMENT:- The management of all brands of an organization is known as brand portfolio management. B.P.M should provide a structure and process to create brand extension opportunities, access their risk, and adjust the portfolio accordingly. Brand portfolio management Slide 7: allocating the funds taking into account each brand and its role. the decision of adding extra brands and categories of brands. crossing out the brands or not emphasizing them. supporting a brand by its vertical or horizontal expansion or by introducing it, as a brand with a supporting role, in new contexts. ensuring the visual presentation of the brands FIVE ISSUES CONNECTED TO B.P.M Slide 8: OBJECTIVES OF B.P.M OBJECTIVES OF B.P.M RELEVANCE LEVERAGE SYNERGY STRONG BRANDS Slide 9: Synergy:-portfolio synergy involves allocating resources over the portfolio to support the overall business strategy. It involves:- funding each brand according to its profit contribution. Identification of brands with portfolio roles for making optimal allocation decisions. Use of brands in different context enhance the visibility of the brands,create and reinforce associations and lead to cost efficiencies. SYNERGY Slide 10: Leverage:-leveraging brands means creating strong brand platforms. And making them work harder. Increasing their impact in core market. Extending them into new product markets as master brands. Leverage 2ND DIMENSIONS is vertical extension means. 1) moving a brand scale or into a value market. 2)Creating master brand with significant extension potential . LEVERAGE Slide 11: Relevance for a brand for a customer occurs when two conditions are met. 1.Need or desire by a customer for a product category or sub-category of attributes ,an application ,a user group or other characteristics. 2)The brand is among the set considered by that customer. To be considered ,the brand have both sufficent visibiity and performance. The brand must register when the product category or sub category is cued. Without relevance differentiation and preferance may not be worth while. RELEVANCE To better understand relevance and concept of category or sub-category. : To better understand relevance and concept of category or sub-category. Brand relevance Identify problem or opportunity (purchasing a car) Select product category or sub category(luxury sports sedan Select brands to consider(audi,bmw,lexus Brand preference Select brand from consideration group Usage experience Fig:-model of brand –customer interaction Slide 13: Strong brands concept consits of two things:- 1)Branded differentiators. 2)Brand energizers. STRONG BRANDS Active management over an extended time period. Brand differentiator Exclusive 1.Feature 2.Ingriedents 3.Service 4.program Points of differentiation for the branded offering. Meaningful to customer Augments and enhance the branded offering 1).relevance of offering. 2).credibility of claims 3).communication of benefits Fig:-brand differentiators Slide 14: BRAND ENERGIZERS ACTIVE MANAGEMNT OVER AN EXTENDEDTIME PERIOUD BRANDED ENERGIZERS PRODUCT PROMOTION SPONSORSHIP SYMBOLS PROGRAM’S CEO’S USES LIFESTYLE ENHANCES OR TARGET THE MARKET BRAND CREATES OR EHANCES VISIBILITY INTERSET. CUSTOMER CONNECTION. BRAND ASSOCIATIONS BRAND CREDIBILITY FIG:-BRANDED ENERGIZERS Slide 15: BRAND PORTFOLIO MANAGEMENT BRAND PORTFOLIO PRODUCT DEFINING ROLES PORTFOLIO ROLES PORTFOLIO STRUCTURE BRAND SCOPE PORTFOLIO GRAPHICS DIMENSIONS OF B.P.M Slide 16: BRAND PORTFOLIO BRAND PORTFOLIO CONSITS OF SIX BRANDS:- MASTER BRANDS ALLIANCE BRANDS ENDORSERS CORPORATE BRANDS. BRANDED DIFFERENTIATORS BRANDED ENERGIZERS Slide 17: It consist of six roles:- Descriptors. Product brands. Umbrella brands. Co-brands Drivers roles PRODUCT DEFINING ROLES Slide 18: IT HAS FOUR PORTFOLIO ROLES:- Strategic brands. Silver bullets. Flanker brands. Cash cow brands. PORTFOLIO ROLES Slide 19: IT CONSITS OF TWO SCOPE:- 1.product categories and sub-categories. 2).future scope. BRAND SCOPE PORTFOLIO GRAPHICS IT CONSITS OF TWO THINGS:- LOGOS. VISUAL PRESENTATION. Slide 20: IT CONSITS OF THREE STRUCTURE:- brand groupings. Brand hierarchy trees Brand network models PORTFOLIO STRUCTURE Slide 21: A portfolio in which each brand executes a clear role create competitive decisive synergies. Ensure that the brands of the future get the resources they need to succeed. Understanding the perspectives,tools,and methods of portfolio’s. Strategic growth challenges addressed through portfolio tools. An offering can get too complex, confusing customers and even employees. WHY MANAGING BRAND PORTFOLIO Slide 22: INPUTS TO BRAND PORTFOLIO DECISIONS IDENTIFY BRAND PORTFOLIO ISSUES AND OPTIONS MARKET FORCES AND DYNAMICS BUSINESS STRATEGY BRAND PORTFOLO AUDIT BRAND EQUITIES AND IDENTITIES Slide 23: Allocate brand building resources. Understand the role of sub-brands and endorsed brands. Link brand portfolio strategy to business strategy. Consider portfolio objectives. Relevance is key. Strategies of trend differ from trend drivers. Brand differentiators can create strong brand position. Most brand could benefits from a brand energizer. External brands can be part of the portfolio and so managed A brand alliance should have a long term perspective. Leverage strong brands. Develop platform brands. BRAND PORTFOLIO STARTEGY-20 TAKEAWAYS Slide 24: Leverage the portfolio into super premium areas. Consider accessing value markets. Leverage the corporate brand. Actively manage the corporate brand. A new name may not be the answer. Focus brand building resources. Get rid of or dial down weak brands. Create clarity of offerings. CONTD. Slide 25: We shows the how much is brand portfolio management is necessary in todays era.every company has its own brand portfolio and they also have the person to manage the portfolio of there own brands. The conclusion is that every company has to maintain there brand portfolio and they also spend lot of money on portfolio management to survive in this competitve era. So,every person who done B.P.M must have the knowledge of EVERY brand. CONCLUSION COMPETITION LOGOS:- 1 : COMPETITION LOGOS:- 1 COMPETITION LOGOS:- 2 : COMPETITION LOGOS:- 2 COMPETITION LOGOS:- 3 : COMPETITION LOGOS:- 3 COMPETITION LOGOS:- 4 : COMPETITION LOGOS:- 4 COMPETITION LOGOS:- 5 : COMPETITION LOGOS:- 5 COMPETITION LOGOS:- 1 COMPETITION LOGOS:- 6 : COMPETITION LOGOS:- 6 COMPETITION LOGOS:- 8 : COMPETITION LOGOS:- 8 Slide 33: COPMPETITION LOGO :- 9 Slide 34: ANY QUESTIONS