brand management-law of change (danyal mustafa)
TRANSCRIPT
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The Law of change
Presentation by: Danyal Mustafa
BBA-VII, SZABIST Lrk PK.
Cell # +923133700959
Course: Brand Management (Elective)
Course Instructor: Sir Waqas Mazhar
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Before going towards my topic, I would like to ask from you people.
1- What do you mean by CHANGE?
2- Why CHANGE occurred?
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Brands can be changed, but only infrequently and very carefully
Before going towards change, Company must
Think again and again..
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Why companies go for change?
• Situation has changed
• Unique and Innovative Ideas
• Increase more standards
• People need something better/different
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Three main factors
• Choice
• Chance
• Crisis
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When you should NOT change your brand’s look
If your business is Growing Successfully and do
not upset clients by Switching.
Never go for change, just add the value…
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If any issue/problem occurred,
Company think!
• Do we have to change our service Standards?
• Do we have to change brand logo?
• Do we adjust our pricing or distributing policies?
If they find the problem than they should go for
CHANGE..
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Some Examples
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Pepsi
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Apple
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Coke vs New Coke
(Awareness and PR Campaigns)
• In 1985 when Coke changed its recipe, It
flopped due to less Awareness and PR.
• They learned the lesson and successfully re-
introduced Coke Classic with public relations
campaign.
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Pros and cons for changing the logo
Pros
• It attracts the attention of customers.
• Improvements
• New Beginnings
• It will boost your company’s image.
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Continue..
Cons
• Expenses will be incurred.
• Logo will take time to get its message across to consumer’s mind.
• Customers might not appreciate your new logo.
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Thank you