BRANDING DECISION RETAIL BRANDING

Presented by : Naresh Tak

BRAND DECISION :

The first branding decision is whether to develop brand name, their packing for a product. Today, branding is such a strong force that hardly anything goes unbranded. Assuming a firm decides to brand its products or services, it must then choose which brand names to use.

BRAND DECISION PROCESS

• To acquire, retain, and grow customers, companies need to know how customers make brand decisions.• The brand decision can be primarily cognitive or

experiential depending on the product category and situation.• Brand decision-making is partly rational and partly

emotional, so brands must speak to both the head and the heart.

Speaking to the Head and the Heart

FACTOR THAT INFLUENCE BRAND DECISION

Three factors influence decision-making:• Level of involvement (high to low)• Customers (retention) versus Prospects (acquisition)• Consumers versus Businesses

THE HEAD TO HEARTDECISION-MAKING RANGE

THREE METHODS TOMAKING A BRAND DECISION

BASIC DECISION MAKING STEPS

• Step 1: Problem and Opportunity Recognition• Step 2: Information Search• Step 3: Evaluation of Choices• Step 4: Behavior and Action• Step 5: Review of Buying Decision

PERSUADING PEOPLE TOPERSUADE THEMSELVES

• Marketing communication is a type of intervention in a customer’s brand decision process.

• The intervention works only if the planner truly understands the customer’s relationship to the brand.

• From an IMC perspective, communication that helps customers and responds to them in a personal way is much more persuasive than communication that tries to manipulate them.

T HANK YOU