Brand management process

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Presented by Kshipra Tiwari :

Presented by Kshipra Tiwari Brand management

Brand management:

Brand management The process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand management involves a number of import antaspects such as cost, customer satisfaction, in-store presentation, and competition.

New Branding Challenges :

N ew Branding Challenges Brands are important as ever Consumer need for simplification Consumer need for risk reduction B ‡rand management is as difficult as ever Savvy consumers Increased competition Decreased effectiveness of traditional marketing tools and emergence of new marketing tools Complex brand and product portfolios


BRAND VS PRODUCT A brand is a name, sign, symbol ,slogan or anything that is used to identify and distinguish a specific product, service, or business. A legally protected brand name iscalled a proprietary name

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A product is anything that can to a market that might satisfy a want or need. The end result of the manufacturingprocess , to beoffered to the marketplace to satisfya need or want.

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1.A product is something that is made in a factory 2.A product can be copied by a competitor. 3.A product can be quickly outdated. A brand is something that is bought by a custome . A brand is unique. A successful brand is timeless. PRODUCT BRAND

Brand Management Process:

Brand Management Process ‡Identifying and establishing Brand positioning and values ‡Planning and implementing Brand marketing programs ‡Measuring and interpreting Brand performance ‡Growing and sustaining

Steps Key elements:

Steps Key elements Identify and Establish Brand Positioning and Values Grow and Sustain Brand Equity Measure and Interpret Brand Performance Plan and Implement Brand Marketing Programs Mixing and matching of brand Elements Integrating brand marketing activities Leveraging of secondary associations Brand Value Chain Brand audits Brand tracking Brand equity management system Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization

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The Key to Branding ‡For branding strategies to be successful, consumers must be convinced that there are meaningful differences among brands in the product or service category. ‡Consumer must not think that all brands in the category are the same. ‡PERCEPTION= VALUE

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Brand = Product + customer perception +performance+ brand name + company

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