The presentation is about Product and Brand. It explains how brands are able to charge a premium for their products.

1. PRODUCT VS BRAND
Sub : Product & Brand Management
Submitted by : Mohannad Ibrahimi

2. • It is anything that can be offered to a customer to satisfy his or her needs or
want.
• The following entities can be marketed as product:
PRODUCT
• Goods
• Services
• Experiences
• Events
• Person
• Places
• Properties
• Organizations
• Ideas
• Information

3. BRAND
• Name, sign, term, sign, symbol or design or combination of them intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of other sellers. – (AMA)
• Tangible assets like plants, equipment and real-estate is not valuable then
intangible assets such as management skills, marketing, financial and
operations and most important brands.
• When choices become vast, the only things that matter are
brand names.(Michael Eisner, CEO, Disney)

4. RELATION & TRUST
USE & BENEFITS
FUNCTION &
PERFORMANCE
BRAND
PRODUCT

5. • An item ready for sale in the market.
• Performs certain functions.
• Made in factories or workshop.
• May be tangible or intangible.
• Instantly becomes meaningful.
• Goes obsolete overtime.
• Can be replaced/copied with relative
ease.
PRODUCT ATTRIBUTES
• Satisfies the needs.
• Ingredients – Basic product
only.
• Competition – Price based
• Customer involvement – Low
• Customer loyalty – Low
• Customer switchover - High

6. • Distinguishes a product from other
products.
• Offers Emotions.
• Brands are made by customers.
• Can only be experienced. Intangible.
• Impossible to copy.
• Becomes meaningful overtime.
• Brands remain forever.
BRAND ATTRIBUTES

7. • Satisfies wants of customers.
• Ingredients – Basic Product + Additional Value.
• Very important in evaluating the value of a company.
• Competition is on additional or differentiated value offered.
• Can be for one product or entire company.
• Protected from use by others by trademark.
• Expressed in form of logo or other graphical representation.
BRAND ATTRIBUTES

8. PRODUCT VS. BRAND
Car A Car B
Length(mm) 4726 4659
Width(mm) 1842 1814
Boot Space(Ltr) 480 590
Displacement(cc) 1395 1395
Power(bhp) 148 148
Mileage(kmpl) 17.8 16.8
Airbags 8 4
Hill Hold control Yes No
Air Conditioner Single climate control Single climate control
Power Outlets 2 1
Keyless start/stop No No
Parking Sensor Rear Rear
Seat Adjustment Electronic Electronic
Cornering Headlight No No
Headlamps Led Conventional

9. PRODUCT VS. BRAND
Car A Car B Car C
Length(mm) 4726 4659 4861
Width(mm) 1842 1814 1864
Boot Space(Ltr) 480 590 625
Displacement(cc) 1395 1395 1968
Power(bhp) 148 148 174
Mileage(kmpl) 17.8 16.8 18.19
Airbags 8 4 8
Hill Hold control Yes No Yes
Air Conditioner Single climate control Single climate control Dual zone climate control
Power Outlets 2 1 3
Keyless start/stop No No Yes
Parking Sensor Rear Rear Front & Rear
Seat Adjustment Electronic Electronic Electronic + Memory
Cornering Headlight No No Yes
Headlamps Led Conventional Projector Bi-Xenon

10. PRODUCT VS. BRAND
Car A Car B Car C
Price 39.81 Lakhs 17.44 Lakhs 29.7 Lakhs
Skoda Octavia
Audi A4
Skoda Superb

11. • Improved Perception of Product performance.
• Greater Loyalty.
• Less Vulnerability to Competitive Reactions & Market Crisis.
• Larger Margins.
• Inelastic response to Price Increase and elastic response to Price Decrease.
• Increased marketing communication effectiveness.
• Additional Brand Extension Opportunities .
BRAND - ADVANTAGES

12. • High advertising costs.
• High R&D cost to ensure proper brand positioning.
• Higher product prices.
• Considered as social waste.
• Very difficult to change brand image.
• Very high consumer expectations.
• Adversely affected if product fails to live up to expectations.
BRAND - DISADVANTAGES

13. THANK YOU