understanding brand and its extensions

UNDERSTANDING BRAND &

ITS EXTENSIONSMEGHA MANIKTALAmegha@webcobblers.com

What is a Brand?

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BRAND IS NOT

A logo Corporate Identity

Advertising Marketing

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A feeling

An experience

A relationship

An association

A promise

An image

Brand =

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Brand = PASSION

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Brand = BELONGING

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Brand = ACTION

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Brand = CONFIDENCE

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Brand = SECURITY

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Brand =An accumulation of emotional and functional associations to differentiate from competitors

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We live ina brand saturated world!

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We are exposed to 3600 brands everyday!!

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Why do we need brands??

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COMPETITION!!

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Because of

One too many!

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Differentiate!!

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So, how do we differentiate??

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Tailor your offering to meet market demands

Technology Differentiation

Price / Quality Differentiation

Product Differentiation

Customer Service Differentiation

User-experience Differentiation

So, what is Brand Positioning?

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The methodology to meaningfully differentiate your brand in the market and the consumer’s mind!

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And, what all can we brand??

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ALMOST EVERYTHING!!

PRODUCTS

SERVICES

PEOPLE

PLACES

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What do marketers aim to achieve??

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Create Conversation!

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President and CEO of Hewlett-Packard

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Brand Extensions or Brand Stretching

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When a firm tries to leverage a successful brand to introduce a new product

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LineExpansion

Using a sub-brand to target a new market segment within the same product category

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Using the parent brand in in different product categories

CategoryExpansion

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To expand BUSINESS!!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 33/35

ABOUT WEBCOBBLERS

CONSULTING

We provide highly sophisticated suite of interactive digital solutions to meet your business and brand objectives.

TECHNICAL & INNOVATION

We design and develop feature-rich websites, social media and mobile applications and custom software for facilitating deeper community interaction and ecommerce.

BRAND MANAGEMENT

Our digital brand management services enable you to manage, monitor and build your brand equity in the digital world.

TRAINING

We offer standard and custom training workshops, seminars and webinars to corporates and social media enthusiasts.

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We are a team of highly imaginative and deeply inspired young brand consultants with contagious passion and endless creative energy.

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US

INFO@WEBCOBBLERS.COM

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