logging in or signing up Introduction of Branding shilpakalkegadre 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: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 243 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: August 27, 2012 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript PowerPoint Presentation: Brand and Branding Jean – Noel KapfererBranding dilemma: Branding dilemma What is brand? Name,sign, symbol,intended to identify goods & services of one seller from another Branding is decommodification of product Brand identity Perspectives of Marketer Brand image Perspectives of ConsumerBrand name: Brand name “A rose by any other name would not smell as sweet” Brand name provides an identity which differentiates Key marketing concept of positioning, imagery are centered around brand nameProduct logic(marketing mix) to brand logic (meaning and value) : Product logic(marketing mix) to brand logic (meaning and value) Product BrandBrand identity prism: Brand identity prismPowerPoint Presentation: Brand Culture Shared,Stories, images & associations The Firm Popular Culture Influencers Customers Brand Stories Brand Stories Brand Stories Brand Stories Brand Culture - Authors Douglas B.HoltBrand value: Brand value Brand culture (accepted truth about product) can greatly enhance brand value Difference between what a consumer will pay for branded product and a physically identical product without brand Reputational value perceived product quality Relationship value trusted as a long term partner Experiential value Shape experience of product Symbolic value which expresses values & identitiesBRAND ARCHITECTURE: BRAND ARCHITECTURE Handling of a large product portfolio Brand-product relationship Six models in the brand-product relationship The product brand; The line brand; The range brand; The umbrella brand; The source brand and; The endorsing brandThe Product Brand Strategy: The Product Brand Strategy It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning. The result of this strategy is that each new product receives its own brand name that belongs only to it For example, Procter & Gamble-detergent market by brands ariel , vizir,dash and soap market by camay ,zest etc.PowerPoint Presentation: The Line Brand Strategy This strategy involves the exploitation of successful concept by extending it but by staying very close to the product For example, L’Oreal hair line products The Range Brand Strategy It bestow a single brand name and promote through a single promise a range of products belonging to the same area of competence For example, in food sector it is heinz , green giant etc.PowerPoint Presentation: Umbrella Brand Strategy The same brand supports several products in different markets. Each of them has its own advertising tool and its own communications The main advantage of umbrella strategy is the capitalisation on one single name and economies of scale on an international level For example, TATA, Palmolive etc.PowerPoint Presentation: Source Brand Strategy This is identical to umbrella brand strategy except for the point that they are no longer called by one generic name Two tier brand structure Sub-branding For example, AMUL Masti Dahi Endorsing Brand Strategy It gives approval to a wide variety of products grouped under product brands, line brands or range brands The brand endorsement can be indicated in a graphic manner by placing the emblem or in a nominal way For example, Johnson products with duckBrand Equity: Brand Equity Financial—Goodwill, over a period of time What is to be measured Clear understanding of concept Consumer way of determining the brand What are the measures Critical, Continuous, Creative You can manage what is under your control How to measureBrand Equity: Brand Equity Brand doesn’t exist in isolation it has to be understood in relation to category Differential account of brand reflecting in behavior The brand image consumer feels, thinks and experiences(the cognitive and affective mixes )Brand Equity – BRANDZ Model: Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditureBrand Equity - Resonance Model: Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stageAdapting to Market: Adapting to Market Brand style Brand Kernel Brand themesPowerPoint Presentation: Meaning evolve over a period of time, It is relational, Categories also get redefined -Brand Management. Aligning of People, Structure, Processes. Engagement and Complexity should not disable our thinking/knowledge.Thank You: Thank You You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.