1. MARKETING MANAGENT
PRESENTATION ON- strategic brand
management.
Presented by –
Raj kishore
das
Roll no.-

2. What is a brand ?
1)The word brand is derived from the old nurse
word ‘brander’.
2)It distinguish the good of one producer form
those of another.
3)According to AMA a brand is a “name, term
sign, symbol, design or a combination of
them, intended to identify the goods and
services of one or group of sellers and to
differentiate them from those of competition.

3. BRANDING
1.It is a strategic exercise of creating a
brand name, logo, image, design and
symbol.
2.Branding is all about endowing
products and services with the power
of brand equity.

4. Brand equity
1.The important marketing concept brand equity
had arrived in the 1980s.
2.It is the incremental cash flow which is a result
of the specific name assigned to the generic
product.
3.Brand equity provides a common denominator
for interpreting marketing strategies and
assessing the value of the brand.
4.The brand equity concept reinforces how
important the brand is in marketing strategies.

5. Strategic brand management
1.It involves the design and implementation of
marketing programs and activities to build,
measure, and manage brand equity.
2.It is having four main steps:
a)Identifying and establishing brand positioning.
b)Planning and implementing brand marketing
programs.
c)Measuring and interpreting brand performance.
d)Growing and sustaining brand equity.

6. Brand management
1.Ensure identification of the brand with customers and an
association of the brand in customers’ minds with a
specific product class or customer need.
2.Firmly establish the totally of brand meaning in the minds
of customers by strategically linking a host of tangible and
intangible brand associations with certain properties.
3.Elicit the proper customer responses to this brand
identification and brand means.
4.Convert brand response to create an intense, active
loyalty relationship between customers and brand.
a)brand identity
b)brand meaning
c)brand response
d)brand relationship

7. Brand positioning
1)It is the heart of marketing strategy.
2. It is the act of designing the company’s offer and
image so that it occupies a distinct and value
place in the target customer minds.
3.How it is unique and how it is similar to
competitive brands, and why consumer buy and
use it.