Managing Brands and Brand Equity

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Managing Brands and Brand Equity : 

Presentation by Udai.V Yogesh Thuiayavan Thulasiram Vimal Kumar Managing Brands and Brand Equity

HOW THE TERM “BRAND” : 

HOW THE TERM “BRAND”

Slide 3: 

The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image (like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes) The art of creating and maintaining a brand is called Brand management. Orientation of the whole organization towards its brand is called brand orientation. A brand which is widely known in the marketplace acquires brand recognition. Example:Walt Disney's "signature" logo [its font]

Branding in Websites : : 

Through social website : Twitter - “Tweets” Orkut - “Scrap book” Face book - “Status bar, walls” Yellowpages – “yellow” Branding in Websites :

Brand promise: Global Brands : 

Brand promise: Global Brands Global brands are brands sold to international markets. Examples of global brands include Coca-Cola, McDonald's, Marlboro, Levi's, Shell. These brands are used to sell the same product across multiple markets, and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers

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Local brand A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area. Example: In mobile world Corby spice jet are the main competitors of Nokia. Ambient brand

Types of brand names : 

Types of brand names Acronym: A name made of initials such as UPS or IBM Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus. Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts. Evocative: Names that evoke a relevant vivid image like Amazon or Crest. Neologisms: Completely made-up words like Wii or Kodak. Foreign word: Adoption of a word from another language like Volvo or Samsung.

Contin… : 

Contin… Founders' names: Using the names of real people like Hewlett-Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film. Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker

Brand identity : 

Brand identity A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand Visual brand

Branding approaches : 

Branding approaches Company name leading to one of the most powerful statements of "branding"; the saying, before the company's downgrading, "No one ever got fired for buying IBM“. Individual branding Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun Beiersdorf), which may compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever).

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