1. Brand Management with Fashionothon By Fashionothon
2. What is a brand? Fashionothon Fashionothon brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors
3. Fashionothon Intangible attributes- Fashionothon Tangible attributes -Fashionothon brand comprises of
4. Fashionothon Functional benefits- Fashionothon Attributes - Fashionothon Labelling - Fashionothon Packaging - Fashionothon Product -Fashionothon Tangibles Eg. Fashionothon
5. Fashionothon Image- Fashionothon Culture - Fashionothon Values - Fashionothon Emotional benefits - Fashionothon Quality -Fashionothon Intangibles Eg. Fashionothon
2. What is a brand?
Fashionothon
Fashionothon brand is a name, term,
sign, symbol, design or a combination of
the above to identify the goods or
service of a seller and differentiate it
from the rest of the competitors
6. Fashionothon Brand Mark
Fashionothon brand mark is the part of
the brand that appears in the form of
symbol, design or distinctive color or
lettering. It is recognized by sight but
cannot be expressed when a person
pronounces the brand name.
7. Fashionothon Trade Mark
Fashionothon trademark is a brand that
has been adopted by a seller and given
legal protection. A Trademark for
service is called as ………………
9. Fashionothon Reasons for not
Branding
Fashionothon Two responsibilities come
with brand ownership:
Fashionothon Promoting the brand
Fashionothon Maintaining a consistent
quality of output
Many firms do not brand their products
because they are unable or unwilling to
assume these responsibilities
10. Fashionothon Desirable characteristics
in the name of a brand
Fashionothon Suggests something about the product,
particularly its benefits and use e.g….
Fashionothon Be easy to pronounce, spell and
remember e.g.…..
Fashionothon Be distinctive
Fashionothon Be adaptable to additions to the
product line e.g. McDonald vs. Burger King
Fashionothon Be capable of registration and legal
protection. The Lanham Act, 1989
11. Fashionothon brand name
should indicate
Fashionothon
Product benefits
Product quality
Names easy to
remember,
recognise,
pronounce
Fashionothon
Product category
Distinctiveness
Should not indicate
poor meanings in
other markets or
languages
12. Fashionothon Product
Counterfeiting
Fashionothon It is the process in which
some unscrupulous manufacturers
engage in product counterfeiting by
placing a highly regarded brand on their
offering, disregarding the basic fact
they do not own the rights of the brand
e.g. …pirated goods
15. Fashionothon What kind of
activities?
Eg. Fashionothon
Fashionothon Product development
Fashionothon Packaging
Fashionothon Advertising
Fashionothon Promotion
Fashionothon Sales and distribution
16. Fashionothon Brand Equity
Fashionothon When a commodity
becomes a brand, it is said to have
equity. Those advantages which a
Brand enjoys because it is a Brand
17. Fashionothon What is brand
equity?
Fashionothon The premium it can
command in the market
Fashionothon Difference between the
perceived value and the intrinsic value
18. Fashionothon Types of Brand
Equity
Fashionothon Cost Based
Historical Cost
Replacement Cost
Market Value Method
Brand Contribution Method
Fashionothon Price Based
Fashionothon Consumer Based
20. Fashionothon What happens
when brands have high equity?
Fashionothon The company can have
more leverage with the trade
Fashionothon The company can charge
a premium on their product
Fashionothon The company can have
more brand extensions
Fashionothon The company can have
some defense against price competition
22. Fashionothon How does one
build brands?
Fashionothon Distinguishing it from
others – value proposition
Fashionothon Brand promise must
match brand delivery
24. Fashionothon Creating the brand
Fashionothon Choosing a brand name
Fashionothon Develop rich associations
and promises
Fashionothon Managing customer brand
contact to meet and exceed
expectations
25. Fashionothon Brand Associations
Fashionothon owned word
Fashionothon Slogans
Fashionothon Colours
Fashionothon Symbols and logos
26. Fashionothon Brand Status
Step up
advertising
FAMILIARITY
E
S
T
E
E
M
New Product
Or Product
should be phased out
Cash Cow.Need to
Sustain brand
building activities
Troubled brand
Product upgradation
required
27. Fashionothon Brand ambassadors
Fashionothon Giving a face and
personality to the brand that is
expected to be rubbed off from the
brand ambassador
28. Fashionothon Brand Pitfalls
Fashionothon Brand experience must
match brand image
Fashionothon Calls for managing every
brand contact