lecture 1&2 introduction
DESCRIPTION
TRANSCRIPT
![Page 1: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/1.jpg)
i a m
![Page 2: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/2.jpg)
Research Executive, Territory Manager, Area Manager, Chilled Dairy Manager, Regional Manager
![Page 3: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/3.jpg)
![Page 4: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/4.jpg)
1. Attendance (0.5*lectures) 8 marks 2. Quizzes (2.5*2) 5 marks 3. Class participation 5 marks 4. Final Report & Presentation 7 marks Total 25 marks
Sessional Criteria
![Page 5: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/5.jpg)
A brand is name, term, sign, symbol , design or a combination of them
intended to identify goods & services of one seller or a group of sellers & to
differentiate from those of the competition
Branding Defined
![Page 6: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/6.jpg)
![Page 7: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/7.jpg)
![Page 8: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/8.jpg)
![Page 9: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/9.jpg)
Why brand?
![Page 10: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/10.jpg)
differentiation
![Page 11: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/11.jpg)
clarity
![Page 12: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/12.jpg)
loyalty
![Page 13: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/13.jpg)
![Page 14: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/14.jpg)
What is a brand?
![Page 15: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/15.jpg)
a good brand elicits thoughts…
a great brand elicits feelings.
![Page 16: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/16.jpg)
Emotional relationships are stronger than logical relationships. Customers grant more loyalty and leniency to brands that they hold a personal relationship with.
![Page 17: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/17.jpg)
Next Week
![Page 18: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/18.jpg)
What’s Brand ???
![Page 19: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/19.jpg)
![Page 20: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/20.jpg)
![Page 21: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/21.jpg)
![Page 22: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/22.jpg)
![Page 23: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/23.jpg)
![Page 24: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/24.jpg)
![Page 25: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/25.jpg)
Branding
Challenges
&
Opportunities
![Page 26: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/26.jpg)
Savvy Consumers
Education Level Media & Information availability Awareness level about health &
hygiene
![Page 27: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/27.jpg)
Complex Brand Families
![Page 28: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/28.jpg)
Media Fragmentation
Increased Media Choices Traditional vs. Digital Media
Consumer attention span
![Page 29: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/29.jpg)
Increased Competition
![Page 30: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/30.jpg)
Increased Costs
Inflation Maintaining Price Points Becoming Difficult
Consumer Purchasing Power
![Page 31: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/31.jpg)
Mirza Shakeel
![Page 32: Lecture 1&2 introduction](https://reader033.vdocuments.mx/reader033/viewer/2022051322/5456627cb1af9fcf338b4e56/html5/thumbnails/32.jpg)
ADDITIONAL DISCUSSIONS
1) Consumer disposition funnel
2) Definition of quality (Perceived Quality)