As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day. This slide will give strong view of brand & its management Regards Rajesh Kumar Manager: Digital Marketing JR Infotech.com(www.jrinfotech.com) Visiting prof : IMT-CDL, IP university

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Create in the mind of the prospect the
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PERCEPTION
that there’s no other product or service
quite like this Branded One!

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Abundance of choices
Being distinctive is the way potential users will
decide whom to do business with

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For consumers ages 16-35, Crest Whitestrips whiten teeth five times better
than the leading paint-on whitening gel. That’s because Crest’s gel-coated
strips hold the peroxide on teeth longer, to whiten stains below the tooth
surface.

8. .
When We build a brand
Than
Create a better perception in the
mind.

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• Not in the mind of the Company
• Not in the mind of the CEO
But in the mind of the Customers!

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
. Just a logo/catchy slogan
A little Advertising
Having attractive stationery or letterhead

12. Brands are much more than logos .
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•A brand is a
“name, term, sign, symbol, or design, or
a combination of them, intended to
identify the goods and services of one
seller or group of sellers and to
differentiate them from those of
competition.”
• These different components of a brand that identify and
differentiate it are brand elements.

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• Many practicing managers refer to a brand as more than
that— as something that has actually created a certain
amount of awareness, reputation, prominence, and so on in
the marketplace.
• We can make a distinction between the AMA definition of a
“brand” with a small b and the industry’s concept of a “Brand”
with a capital B.

15. .
Examples of brands of computer products
.

16. .
. In the beginning of mankind
Products were pretty much the same
Trade kept in family
Choice was easy

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Bula
.
Jobith

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Bula
.
Jobith

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• A product is anything we can offer to a
. market for attention, acquisition, use, or
consumption that might satisfy a need or
want.
• A product may be a physical good, a
service, a retail outlet, a person, an
organization, a place, or even an idea.

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22. • Core Benefit Level
• Generic Product Level
• Expected Product Level
• Augmented Product Level
• Potential Product Level

23. • A brand is therefore more than a product, as
it can have dimensions that differentiate it in
some way from other products designed to
satisfy the same need.
• Some brands create competitive advantages
with product performance; other brands
create competitive advantages through non-
product-related means.

24. Sony .
.
* Aesthetics – integrated family
look. All products bear some
common elements.
* Style of use – interface design
– unique way of operating a
product.
* Some functions special to the
brand
The Sony Vaio series – one voice by Sony

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People overwhelmed by available choices
Human attention is a major business currency
Interest in, and loyalty to, brands that don’t
“touch them” fall off the choice chart.

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For homemakers, Dow Bathroom Products are the easy way to get a
great clean shine for your tub, tile and toilet. That’s because only Dow
Bathroom Products contain scrubbing bubbles that cut through dirt and
grime clean to the shine!

28. .
. What functions do brands perform that make
them so valuable to marketers?
We can look the matters for two different
prospects
Consumers Prospects
Firms Prospects

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Identification of the source of the product
Assignment of responsibility to product maker
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Risk reducer
Search cost reducer
Promise, bond, or pact with product maker
Symbolic device
Signal of quality

30. .
Functional risk
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Physical risk
Financial risk
Social risk
Psychological risk
Time risk

31. •
. handling or tracing
Identification to simplify
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• Legally protecting unique features
• Signal of quality level
• Endowing products with unique associations
• Source of competitive advantage
• Source of financial returns

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. Physical goods
• Services
• Retailers and distributors
• Online products and services
• People and organizations
• Sports, arts, and entertainment
• Geographic locations
• Ideas and causes

34. .
Precious Metals
(gold, palladium, silver, p
Luxury segments latinum) Diamonds & Jewelry
. (watches, pens, bejewele (traditional
d technology) products, new markets
(BRIC))
The global diamond & jewelry business is the catalyst for exponential growth into other
markets, products and new value chains

35. A universal banking powerhouse...
Retail Financial Services Corporate Financial Services
. Car Loans Term Loans
Mortgages Project Finance
Credit Cards Commercial Bank
Personal loans Investment Bank
Deposits Venture Capital
Life Insurance Genl. Insurance
Mutual funds IT Services

36. Establishing an international presence
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. Canada UK
USA China
UAE
Singapore
Phase I : Offices opened/to be opened shortly
Phase II : Geographies under advanced stage of evaluation

37. .

38. Total 35 offices
Across-
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India
USA
UAE

39. .
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Monster India
Times Jobs
Jobs Ahead
*Traffic Share on Sep. 6, 2006 as per Alexa

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Small is Beautiful – Mass Market
Nano by Tata
.
– 1 lakh Tata
– Milestone for auto industry
– Aspirations of India’s rising middle class
– Solution to urban transport problems
• Congestion
Bajaj - Renault
• Environmental impact
• Bajaj - Renault
• Electric car by Field Marshal Group,
Rajkot
• Rs. 99,000

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You are already a brand - - good or bad
If you don’t actively define your brand, your
brand as it is now will define you!

47. .
. Top of the charts on Commodity list
–
– In America water from tap is good and clean
– No reason to buy bottled water
– But people do buy bottled water – lots of it.
– More expensive per liter than beer or milk

48. .
STEPS KEY CONCEPTS
. Mental maps
Competitive frame of reference
Identify and Establish Points-of-parity and points-of-difference
Brand Positioning and Values Core brand values
Brand mantra
Mixing and matching of brand elements
Plan and Implement Integrating brand marketing activities
Brand Marketing Programs Leveraging of secondary associations
Brand Value Chain
Measure and Interpret Brand audits
Brand tracking
Brand Performance
Brand equity management system
Brand-product matrix
Grow and Sustain Brand portfolios and hierarchies
Brand Equity Brand expansion strategies
Brand reinforcement and revitalization