brand ppt
DESCRIPTION
this ppt is all about brand n its tools n brand strategyTRANSCRIPT
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BRAND
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BRANDS ……… THE BEGINNING
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BRAND CONCEPT
Brand is: - a name, a term, a sign, a symbol or a combination of them which intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
• Success of brand depends on – effective marketing resources• Brands create – mental image among the consumers
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Brand Management• A application of marketing techniques to a specific product line or a brand. Ex: Brand equity and brand Franchise.
• Value of Brand: - amount of profit that it generated (reduced cost, increased prices & market share and efficient marketing, etc.)
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Brand & Its Level Brand
Identity of a product & service. Labels of ownership: name, term, design, symbol.
Levels of BrandingCountry brandCompany or corporate BrandService or product brand
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WHY IS BRANDWHY IS BRANDBUILDING DIFFICULT?BUILDING DIFFICULT?
• Pressure to compete on price• Fragmenting markets and media• Complex branding strategies and
brand relationships• The temptation to change identity
/strategy• Organizational• Pressure to invest elsewhere• Pressures for short-term results
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Lets identify the brands associated with these visuals and slogans
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FAMOUSFAMOUS BRANDS LOGOSBRANDS LOGOS2010 Business Week Survey of top 10
brands:
1.Coca-Cola ($70 billion) 2.Microsoft3.IBM 4.General Electric (GE)5.Nokia6.Toyota7.Intel8.McDonald’s9. Disney10. Mercedes-Benz
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Tools of Brand BuildingTools of Brand Building• Advertising• Public Relations• Sponsorships• Clubs and Communities• Factory visits• Trade Shows• Event Marketing• Mobile Marketing
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ESPN (launched in 1978 in Bristol)
•Initially with a single satellite broadcasting regional sports. Through its singular focus on providing sports programming and news it grew into biggest name in sports.
•Now: 10 cable channels, a web site, a magazine, a restaurant chain, more than 600 local radio affiliates, television series, book publishing, online stores, music, and lot more.
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• Disney land• Amul• Servo• Coca-Cola• GE• Nokia• McDonald’s• Intel
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Uses of Brands/ Branding• Gives comparable quality of the
same product
• It simplify the consumer shopping
• Choosing a brand is simpler than choosing a product
• Good brands helps in building corporate image
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BRAND STRATEGIES• Brand Acquisition:
Example:- •Thumps up by coca cola
• Arcelor by Mittal steel
• IBM’s PC & laptop by Lenovo (Chinese brand)
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Brand Architecture : giving shape & design to your brand.
Example:-
• P&G (tide, Pantene, pamper, ivory etc..) • Court yard hotel (Marriot, mother brand)
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Brand Orientation:
1. It is a deliberate approach to working with brands, both internally & externally.
2. It refers to “the degree to which the organization values brands & its practices are oriented towards building brand capabilities”.
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APPROACHES OF BRAND STRATEGIES
a. Branding by expression: example:- Luxury goods
b. Branding by imageries: example:- T.V., Big posters,
prints etc..
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c. Branding by experience:
example:- Starbucks & body shop
d. Online experience–
Google, Amazon.com,eBay etc..
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CONCLUSION
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QUITE SIMPLE!Isn’t it?
THANK YOU
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SOMETIMES ITS BETTER, NOT TO ASK
SO MANY QUESTIONS ?????