concept of brands

PowerPoint Presentation: 

Evolution Of Brands Kamalesh Mishrra

PowerPoint Presentation: 

“ I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I down a glass of extra strong lager. I am handsome, I say, as I dawn my Levi’s jeans” - John Kay, Economist

PowerPoint Presentation: 

Uniformity Is The Mother of Branding. Still in simpler terms it is a differentiator. Derived from the word brandr. It means to burn

PowerPoint Presentation: 

Further evolved in 18th century, more in the form of umbrella branding.

PowerPoint Presentation: 

Gradually Brands started appearing in the form of animals, birds, geographic origin, mostly done to strengthen the association with products

PowerPoint Presentation: 

What is a brand : According to AMA: A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Some managers believe that brand needs to be defined in terms of having created a certain amount of awareness, reputation, prominence, and so on in the market place.

PowerPoint Presentation: 

Key to create a brand as per AMA Choose a name, logo, symbol, package design, or other attributes that distinguishes it from others. These different components that identify and differentiate it are called Brand Elements Brand elements in different forms Company name used for all products ( TATA,GE,HP ) Individual Brand names for new products ( H&S, Max Factor, Tide.) Retailers own brand based on their store names.

PowerPoint Presentation: 

Criteria For Choosing Brand Elements : Memorable : Easily Recognized , Easily recalled . Meaningful : Descriptive, Persuasive . Likable : Fun & Interesting, Rich visual & Verbal imagery, Aesthetically pleasing . Transferable : Within & across product categories, Across geographic boundaries & cultures Adaptable : Flexible, Updateable . Protect able : Legally, Competitively .

PowerPoint Presentation: 

Product = Commodity A product is a produced item always possessing these characteristics: Tangibility Attributes and Features Brand & Product? Coffee The container shape Weight Color Coffee powder or granules Price

PowerPoint Presentation: 

Brand = “Mind Set” The sum of all communications and experiences received by the consumer and customer resulting in a distinctive image in their “mind set” based on perceived emotional and functional benefits. Brand & Product? Physical attributes & benefits International Image Modern & educated user France Sophistication Lifestyle Pure coffee Guarantee Unique taste Nescafe

PowerPoint Presentation: 

A Name A symbol or Sign A Combination TM Helps to identify, Thus one knows what to expect. It also differentiates.

PowerPoint Presentation: 

Functional Value Social Value Emotional Value Epistemic Value Situational Value Perceived utility acquired when a particular choice provides utilitarian or functional benefits Perceived utility acquired from making purchase decision that is associated with a particular referent group. Feelings derived from a choice within a consumer (joy, happiness, love, respect) Value acquired when a purchase decision is perceived to satisfy a desire for knowledge, provide novelty or arouse curiosity. Ability to satisfy situational need. The value proposition

PowerPoint Presentation: 

Brand Perspective Visual or Verbal Perspectives (Suggest brand identity instantly.)

PowerPoint Presentation: 

Positioning perspective (Brands must own a word)

PowerPoint Presentation: 

Value perspective (Functional, & central value ) Central value :cynicism or the reverence associated with brands like Virgin, Nike or Pepsi

PowerPoint Presentation: 

Image perspective (Brands is not what it actually is rather what it is perceived as. (Image), It is related to the symbolism or imagery aspect ) Brand = Product + Image = Sunflower Oil + ( Healthy Family+ Happy children + Loving Mother + tasty Food .) = Motorcycle +(Manly+ power + Robust look +Technology.)

PowerPoint Presentation: 

Added Value perspective

PowerPoint Presentation: 

Perceptual Appeal perspective Rational Appeal De Beers For ever now. Emotional Appeal

PowerPoint Presentation: 

Anatomy of a brand Product concept Attribute & Benefit Functional brand Symbolic brand Perceptual Concept Psychological Emotional User Image Appeal to reason Appeal to emotion Consumer

PowerPoint Presentation: 

Types of Brands Symbolic Functional Symbolic+ Functional Johnson Tiles CDM Nescafe Dove Nike Allen Solly Mont Blanc Hero Honda Dettol Moov

PowerPoint Presentation: 

Thank You.