brand management-by ravish roshan,delhi

STUDENT- PGDM INSTITUTE OF MANAGEMENT STUDIES, NOIDA ,[object Object],[object Object],(mail ur comments, please)

What is a brand? A 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

A brand comprises of ,[object Object],[object Object]

Tangibles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Intangibles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Power ,[object Object],[object Object],[object Object],[object Object],[object Object]

Advantages of branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Identity It is the marketer’s promise to give a set of features, benefits and services consistently

Brand Building Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch

What kind of activities? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Equity When a commodity becomes a brand, it is said to have equity

What is brand equity? ,[object Object],[object Object]

What happens when equity increases? Commodity Brand Power Brands Presence + Personality

What happens when brands have high equity? ,[object Object],[object Object],[object Object],[object Object]

Umbrella Brand ,[object Object],[object Object],[object Object]

Naming the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Loyalty Pyramid Committed buyer Likes the brand. Considers it a friend Satisfied buyer. Would incur costs to switch Satisfied buyer/no reason to change Switchers/Price sensitive

How does one build brands? ,[object Object],[object Object]

The value proposition ,[object Object],[object Object],[object Object]

Creating the brand ,[object Object],[object Object],[object Object]

Considerations in choosing a brand name ,[object Object],[object Object],[object Object]

A brand name should indicate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Associations ,[object Object],[object Object],[object Object],[object Object]

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 up gradation required

Brand ambassadors ,[object Object]

Brand Vitality ,[object Object],[object Object]

Brand Pitfalls ,[object Object],[object Object]

Brand strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Repositioning ,[object Object],[object Object],[object Object]

Packaging ,[object Object],[object Object]

Packaging as a marketing tool ,[object Object],[object Object],[object Object],[object Object]

Designing packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Labels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Labels as a marketing tool ,[object Object]

brand management-by ravish roshan,delhi

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