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Brand Management with
Fashionothon
By Fashionothon
What is a brand?
Fashionothon
Fashionothon brand is a name, term,
sign, symbol, design or a combination of
the above to identify the goods or
service of a seller and differentiate it
from the rest of the competitors
Fashionothon brand comprises
of
 Fashionothon Tangible attributes
 Fashionothon Intangible attributes
Fashionothon Tangibles
Eg. Fashionothon
 Fashionothon Product
 Fashionothon Packaging
 Fashionothon Labelling
 Fashionothon Attributes
 Fashionothon Functional benefits
Fashionothon Intangibles
Eg. Fashionothon
 Fashionothon Quality
 Fashionothon Emotional benefits
 Fashionothon Values
 Fashionothon Culture
 Fashionothon Image
Fashionothon Brand Mark
 Fashionothon brand mark is the part of
the brand that appears in the form of
symbol, design or distinctive color or
lettering. It is recognized by sight but
cannot be expressed when a person
pronounces the brand name.
Fashionothon Trade Mark
 Fashionothon trademark is a brand that
has been adopted by a seller and given
legal protection. A Trademark for
service is called as ………………
Fashionothon Reasons for
Branding
 Fashionothon Sellers
 Fashionothon Helps in promotion
 Fashionothon Easily recognized when
displayed
 Fashionothon Reduces price comparison
 Fashionothon Influences customer loyalty
 Fashionothon Differentiate commodities
Fashionothon Reasons for not
Branding
 Fashionothon Two responsibilities come
with brand ownership:
 Fashionothon Promoting the brand
 Fashionothon Maintaining a consistent
quality of output
Many firms do not brand their products
because they are unable or unwilling to
assume these responsibilities
Fashionothon Desirable characteristics
in the name of a brand
 Fashionothon Suggests something about the product,
particularly its benefits and use e.g….
 Fashionothon Be easy to pronounce, spell and
remember e.g.…..
 Fashionothon Be distinctive
 Fashionothon Be adaptable to additions to the
product line e.g. McDonald vs. Burger King
 Fashionothon Be capable of registration and legal
protection. The Lanham Act, 1989
Fashionothon brand name
should indicate
 Fashionothon
Product benefits
 Product quality
 Names easy to
remember,
recognise,
pronounce
 Fashionothon
Product category
 Distinctiveness
 Should not indicate
poor meanings in
other markets or
languages
Fashionothon Product
Counterfeiting
 Fashionothon It is the process in which
some unscrupulous manufacturers
engage in product counterfeiting by
placing a highly regarded brand on their
offering, disregarding the basic fact
they do not own the rights of the brand
e.g. …pirated goods
Fashionothon Brand Identity
Fashionothon is the marketer’s
promise to give a set of features,
benefits and services consistently
Fashionothon Brand Building
Fashionothon Involves all the
activities that are necessary to
nurture a brand into a healthy
cash flow stream after launch
Fashionothon What kind of
activities?
Eg. Fashionothon
 Fashionothon Product development
 Fashionothon Packaging
 Fashionothon Advertising
 Fashionothon Promotion
 Fashionothon Sales and distribution
Fashionothon Brand Equity
Fashionothon When a commodity
becomes a brand, it is said to have
equity. Those advantages which a
Brand enjoys because it is a Brand
Fashionothon What is brand
equity?
 Fashionothon The premium it can
command in the market
 Fashionothon Difference between the
perceived value and the intrinsic value
Fashionothon Types of Brand
Equity
 Fashionothon Cost Based
 Historical Cost
 Replacement Cost
 Market Value Method
 Brand Contribution Method
 Fashionothon Price Based
 Fashionothon Consumer Based
Fashionothon What happens
when equity increases?
Commodity Brand Power Brands
Presence
+
Personality
Fashionothon What happens
when brands have high equity?
 Fashionothon The company can have
more leverage with the trade
 Fashionothon The company can charge
a premium on their product
 Fashionothon The company can have
more brand extensions
 Fashionothon The company can have
some defense against price competition
Fashionothon Brand Loyalty
Pyramid
1
1
1
?Fashionothon Find out on your own
Fashionothon How does one
build brands?
 Fashionothon Distinguishing it from
others – value proposition
 Fashionothon Brand promise must
match brand delivery
Fashionothon The value
proposition
 Fashionothon Broad positioning
 Fashionothon Specific positioning
 Fashionothon Value positioning
Fashionothon Creating the brand
 Fashionothon Choosing a brand name
 Fashionothon Develop rich associations
and promises
 Fashionothon Managing customer brand
contact to meet and exceed
expectations
Fashionothon Brand Associations
 Fashionothon owned word
 Fashionothon Slogans
 Fashionothon Colours
 Fashionothon Symbols and logos
Fashionothon Brand Status
Step up
advertising
FAMILIARITY
E
S
T
E
E
M
New Product
Or Product
should be phased out
Cash Cow.Need to
Sustain brand
building activities
Troubled brand
Product upgradation
required
Fashionothon Brand ambassadors
 Fashionothon Giving a face and
personality to the brand that is
expected to be rubbed off from the
brand ambassador
Fashionothon Brand Pitfalls
 Fashionothon Brand experience must
match brand image
 Fashionothon Calls for managing every
brand contact
Fashionothon
 Fashionothon

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Fashionothon with brand management

  • 2. What is a brand? Fashionothon Fashionothon brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors
  • 3. Fashionothon brand comprises of  Fashionothon Tangible attributes  Fashionothon Intangible attributes
  • 4. Fashionothon Tangibles Eg. Fashionothon  Fashionothon Product  Fashionothon Packaging  Fashionothon Labelling  Fashionothon Attributes  Fashionothon Functional benefits
  • 5. Fashionothon Intangibles Eg. Fashionothon  Fashionothon Quality  Fashionothon Emotional benefits  Fashionothon Values  Fashionothon Culture  Fashionothon Image
  • 6. Fashionothon Brand Mark  Fashionothon brand mark is the part of the brand that appears in the form of symbol, design or distinctive color or lettering. It is recognized by sight but cannot be expressed when a person pronounces the brand name.
  • 7. Fashionothon Trade Mark  Fashionothon trademark is a brand that has been adopted by a seller and given legal protection. A Trademark for service is called as ………………
  • 8. Fashionothon Reasons for Branding  Fashionothon Sellers  Fashionothon Helps in promotion  Fashionothon Easily recognized when displayed  Fashionothon Reduces price comparison  Fashionothon Influences customer loyalty  Fashionothon Differentiate commodities
  • 9. Fashionothon Reasons for not Branding  Fashionothon Two responsibilities come with brand ownership:  Fashionothon Promoting the brand  Fashionothon Maintaining a consistent quality of output Many firms do not brand their products because they are unable or unwilling to assume these responsibilities
  • 10. Fashionothon Desirable characteristics in the name of a brand  Fashionothon Suggests something about the product, particularly its benefits and use e.g….  Fashionothon Be easy to pronounce, spell and remember e.g.…..  Fashionothon Be distinctive  Fashionothon Be adaptable to additions to the product line e.g. McDonald vs. Burger King  Fashionothon Be capable of registration and legal protection. The Lanham Act, 1989
  • 11. Fashionothon brand name should indicate  Fashionothon Product benefits  Product quality  Names easy to remember, recognise, pronounce  Fashionothon Product category  Distinctiveness  Should not indicate poor meanings in other markets or languages
  • 12. Fashionothon Product Counterfeiting  Fashionothon It is the process in which some unscrupulous manufacturers engage in product counterfeiting by placing a highly regarded brand on their offering, disregarding the basic fact they do not own the rights of the brand e.g. …pirated goods
  • 13. Fashionothon Brand Identity Fashionothon is the marketer’s promise to give a set of features, benefits and services consistently
  • 14. Fashionothon Brand Building Fashionothon Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch
  • 15. Fashionothon What kind of activities? Eg. Fashionothon  Fashionothon Product development  Fashionothon Packaging  Fashionothon Advertising  Fashionothon Promotion  Fashionothon Sales and distribution
  • 16. Fashionothon Brand Equity Fashionothon When a commodity becomes a brand, it is said to have equity. Those advantages which a Brand enjoys because it is a Brand
  • 17. Fashionothon What is brand equity?  Fashionothon The premium it can command in the market  Fashionothon Difference between the perceived value and the intrinsic value
  • 18. Fashionothon Types of Brand Equity  Fashionothon Cost Based  Historical Cost  Replacement Cost  Market Value Method  Brand Contribution Method  Fashionothon Price Based  Fashionothon Consumer Based
  • 19. Fashionothon What happens when equity increases? Commodity Brand Power Brands Presence + Personality
  • 20. Fashionothon What happens when brands have high equity?  Fashionothon The company can have more leverage with the trade  Fashionothon The company can charge a premium on their product  Fashionothon The company can have more brand extensions  Fashionothon The company can have some defense against price competition
  • 22. Fashionothon How does one build brands?  Fashionothon Distinguishing it from others – value proposition  Fashionothon Brand promise must match brand delivery
  • 23. Fashionothon The value proposition  Fashionothon Broad positioning  Fashionothon Specific positioning  Fashionothon Value positioning
  • 24. Fashionothon Creating the brand  Fashionothon Choosing a brand name  Fashionothon Develop rich associations and promises  Fashionothon Managing customer brand contact to meet and exceed expectations
  • 25. Fashionothon Brand Associations  Fashionothon owned word  Fashionothon Slogans  Fashionothon Colours  Fashionothon Symbols and logos
  • 26. Fashionothon Brand Status Step up advertising FAMILIARITY E S T E E M New Product Or Product should be phased out Cash Cow.Need to Sustain brand building activities Troubled brand Product upgradation required
  • 27. Fashionothon Brand ambassadors  Fashionothon Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador
  • 28. Fashionothon Brand Pitfalls  Fashionothon Brand experience must match brand image  Fashionothon Calls for managing every brand contact