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Branding
- 1. UNIQUE BRANDING EFFORTS IN MARKETING
- 3. BRAND â AN INTRODUCTION What is a Brand? A name, term, sign, symbol, design, or a combination of all used to uniquely identify a producerâs goods and services and differentiate them from competitors
- 5. Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firmâs offerings from those of its competitors.
- 9. Generic Name Brand A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name Ex. Xerox is the company âphotocopyâ is the generic name
- 11. Brand monopoly In economic terms the "brand" is a device to create a monopolyâor at least some form of "imperfect competition"âso that the brand owner can obtain some of the benefits which accrue to a monopoly, particularly those related to decreased price competition
- 13. Brand orientation The degree to which the organization values brands and its practices are oriented towards building brand capabilities
- 15. LOGOS
- 16. Brand Awareness The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product
- 17. Degree to which a particular brand is associated with the general product category in the mind of the consumer Brand Association
- 18. BRANDING is the organization's representation of what it stands for, often based on cumulative impressions and positive reinforcement. Like a cattle brand, a business brand can be identified readily and is used for increased awareness of the business. ...
- 19. Types of Branding Corporate Branding Employer Branding Cause Branding Co-Branding Spirit Branding Community Branding Culture Branding
- 20. Branding â Live Cases
- 21. Â
- 22. Failure Branding 1. Thirsty Cats ! Thirsty Dogs â Bottled water for Pets 2. Radion - Bright orange boxes arenât enough 3. Clairolâs âTouch of Yoghurtâ shampoo
- 24. Thank you for your attention!