"Branding Essence: A Unveiling Identity"
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The document provides an overview of branding and brand equity. It defines what a brand is, the roles of brands, and how branding works to differentiate products, simplify product handling, and provide legal protection. It also defines brand equity as the added value provided to products due to brand knowledge and outlines several models for measuring and managing brand equity, including how brand equity is built through brand elements, marketing activities, and secondary associations.
02 branding intro
This document defines branding and its key components. It discusses how a brand is defined as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. A brand represents an overall customer experience and perception that distinguishes a company or product. Strong brands provide benefits like increased customer loyalty and profits. The key components that make up brand equity include brand identity, image, essence, experiences, and positioning in the mind of customers.
Brand equity
The document discusses various aspects of brand management including defining brands and brand equity, developing brand positioning, and measuring brand performance. It covers common brand equity models like Aaker's model and BrandZ, and how they measure elements such as brand strength, relevance, and consumer perceptions. It also outlines strategies for managing brand equity like brand reinforcement, extensions, and handling brand crises.
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
Strategic Brand Management Chapter 1
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand advertising
The document discusses brand management and customer-based brand equity. It defines what a brand is and discusses new challenges in branding. It introduces the concept of customer-based brand equity and how building strong customer brand knowledge and associations can provide benefits like greater loyalty and price premiums. The document outlines the strategic brand management process and emphasizes that for branding to be successful, customers must perceive meaningful differences between brands.
strategicbrandmanagement-131222041952-phpapp01.pptx
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, brand elements, and models for measuring brand equity. The document outlines Aaker's brand equity model and the customer-based brand equity pyramid, which illustrates how brand identity, meaning, response, and relationships can build resonance between the customer and the brand.
Strategicbrandmanagement
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, and the strategic brand management process. The document also introduces Aaker's model of brand equity, which examines brand awareness, associations, perceived quality, and loyalty, and describes how these elements can be measured. Finally, it outlines Keller's customer-based brand equity pyramid, which analyzes how brand identity, meaning, response, and relationships can create resonance between customers and a brand.
Recomendados
Mm.08.10 deleted
The document provides an overview of branding and brand equity. It defines what a brand is, the roles of brands, and how branding works to differentiate products, simplify product handling, and provide legal protection. It also defines brand equity as the added value provided to products due to brand knowledge and outlines several models for measuring and managing brand equity, including how brand equity is built through brand elements, marketing activities, and secondary associations.
02 branding intro
This document defines branding and its key components. It discusses how a brand is defined as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. A brand represents an overall customer experience and perception that distinguishes a company or product. Strong brands provide benefits like increased customer loyalty and profits. The key components that make up brand equity include brand identity, image, essence, experiences, and positioning in the mind of customers.
Brand equity
The document discusses various aspects of brand management including defining brands and brand equity, developing brand positioning, and measuring brand performance. It covers common brand equity models like Aaker's model and BrandZ, and how they measure elements such as brand strength, relevance, and consumer perceptions. It also outlines strategies for managing brand equity like brand reinforcement, extensions, and handling brand crises.
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
Strategic Brand Management Chapter 1
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand advertising
The document discusses brand management and customer-based brand equity. It defines what a brand is and discusses new challenges in branding. It introduces the concept of customer-based brand equity and how building strong customer brand knowledge and associations can provide benefits like greater loyalty and price premiums. The document outlines the strategic brand management process and emphasizes that for branding to be successful, customers must perceive meaningful differences between brands.
strategicbrandmanagement-131222041952-phpapp01.pptx
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, brand elements, and models for measuring brand equity. The document outlines Aaker's brand equity model and the customer-based brand equity pyramid, which illustrates how brand identity, meaning, response, and relationships can build resonance between the customer and the brand.
Strategicbrandmanagement
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, and the strategic brand management process. The document also introduces Aaker's model of brand equity, which examines brand awareness, associations, perceived quality, and loyalty, and describes how these elements can be measured. Finally, it outlines Keller's customer-based brand equity pyramid, which analyzes how brand identity, meaning, response, and relationships can create resonance between customers and a brand.
Brand Equity Presentation
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Downloads abc 2006 - presentation downloads-brand advertising
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
Brand advertising
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Chapter 9
This document discusses key concepts related to branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the added value provided to products and services due to the brand, as perceived by consumers. Brand equity is built through marketing activities and investments that create brand awareness, loyalty, perceptions of quality, and brand associations. It can be measured using tools like brand audits, brand tracking, and brand valuation. Managing brand equity involves developing a branding strategy that makes decisions around brand architecture, portfolio, and revitalization.
Najih suraya creating brand equity
This document discusses creating brand equity. It defines a brand and brand equity, and explains that brand equity is built through branding activities that endow products with meaning and differentiate them from competitors. Brand equity is measured using various models that assess brand knowledge, perceptions, preferences and behavior. Managing brand equity involves reinforcing brand associations through integrated marketing activities and ensuring internal branding. Choosing brand elements, extensions, and architecture are important strategic decisions for building brand equity over time.
Branding101
A complete tour about Branding developed by Mr. Kevin Lane Keller and cosmetized by Adrian Monoranu.
Chapter 6 Marketing Management
- Brand equity refers to the added value that a brand name gives to a product. It is the incremental utility or value added to a product by its branding.
- There are several models for measuring brand equity, including the Brand Asset Valuator model, BrandZ model, and Brand Resonance model. These models measure factors like brand differentiation, relevance, esteem, knowledge, and the emotional connection customers have with the brand.
- Building strong brand equity provides many advantages for companies like greater customer loyalty, less vulnerability to competition, larger profit margins, and more elastic customer response to pricing changes.
Brand, a gateway of product enrichment
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Creating Brand Equity
Brands simplify product handling for consumers and signal quality, allowing satisfied buyers to easily purchase again. Branding involves creating meaningful differences between products to convince consumers of those differences. Brand equity is the added value provided by a brand and is reflected in how consumers think of and react to a brand, as well as the prices and profits it commands. Building brand equity involves choosing memorable brand elements, developing integrated marketing activities, and leveraging secondary brand associations. Measuring brand equity assesses the sources and outcomes of the value provided by a brand.
brand management-by ravish roshan,delhi
A brand is a name, symbol or design that identifies a product or service and differentiates it from competitors. Branding provides several advantages including legal protection, building loyalty, and minimizing harm to reputation. Developing a strong brand identity and equity through consistent messaging and meeting customer expectations over time is important. Choosing an effective brand name and developing rich brand associations through symbols, slogans and ambassadors can help create distinctive brands. Managing every customer touchpoint to align with the brand image is crucial for maintaining brand vitality.
What Is Branding?
This question has always intrigued me and have decided to use a few famous quotes to get the point across..
Brand Strategy Toolkit
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
Brand strategy toolkit
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing target audiences, developing brand positioning, crafting a brand personality, and creating an integrated marketing communications strategy to ensure consistency across touchpoints.
Branding and Brand Positioning / Marketing Management By Kotler Keller
This document provides an outline on branding and brand positioning. It defines what a brand and branding are, and lists advantages of strong brands such as improved perceptions, loyalty, margins, and marketing effectiveness. It discusses key aspects of branding including brand elements, equity, strategies, and portfolios. It also covers brand positioning and differentiating a brand through points of parity and points of difference. The document aims to educate on developing and managing brands for optimal market performance and value.
Chapter 8 - Creating Branding Equity
This document discusses key concepts related to branding and brand equity. It defines branding as endowing products and services with the power of a brand to create meaningful differences. Brand equity is the added value provided by a brand and is reflected in consumer responses and the value of the brand. The document outlines several models for measuring and managing brand equity, including building brand awareness and associations over time. It also discusses strategies for brand portfolios, extensions, and architecture to leverage existing brand equity.
Sucessful brand
This document discusses branding and positioning strategies. It defines what a brand is and explains that a brand is built from the inside out through employees and all customer touchpoints. Successful brands differentiate themselves in a significant way that is relevant and believable. They also deliver on their promises and move beyond just gaining market share to creating new markets by understanding customer needs before the customers themselves. The document recommends conducting a SWOT/marketing analysis to develop a branding strategy.
Power of Branding - Dr. Robert Ristino, Clark University
Power of Branding - Dr. Robert Ristino, Clark UniversityProviders' Council (Massachusetts Council of Human Service Providers, Inc.)
Slides for Dr. Robert Ristino's keynote presentation to the Providers' Council's seminar on the Power of Branding on April 7, 2010 at the Crowne Plaza Hotel in Natick, Massachusetts. Dr. Ristino is an adjunct professor at Clark University. Ristino has a 30-year career in organizational communications and has served in public relations management positions at General Electric and UMass Memorial Healthy System.Brand Management Unit 3
This document discusses several key aspects of brand management including brand loyalty, brand equity, the role of the brand manager, and the relationship between various business functions like marketing, finance, and R&D. It provides details on developing brand loyalty through loyalty programs, the importance and advantages of brand loyalty, levels of brand loyalty, and factors that influence loyalty. It also explains the meaning and components of brand equity and how to build equity. The roles and responsibilities of the brand manager are outlined along with best practices. Finally, it covers the purpose and process of conducting a brand audit to assess brand positioning and effectiveness.
Brand Mgt.pdf
The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
project on research methodology n data analysis
(1) Brands are moving from the periphery of business to the strategic core, where they can create new forms of value.
(2) At the core, brands act as hubs that feed innovation and create networks between the company and customers.
(3) This positions brands and brand teams as key players that determine how to create and grow customers, shaping marketing, products, and business strategy.
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Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
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This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
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This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
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This document discusses key concepts related to branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the added value provided to products and services due to the brand, as perceived by consumers. Brand equity is built through marketing activities and investments that create brand awareness, loyalty, perceptions of quality, and brand associations. It can be measured using tools like brand audits, brand tracking, and brand valuation. Managing brand equity involves developing a branding strategy that makes decisions around brand architecture, portfolio, and revitalization.
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This document discusses creating brand equity. It defines a brand and brand equity, and explains that brand equity is built through branding activities that endow products with meaning and differentiate them from competitors. Brand equity is measured using various models that assess brand knowledge, perceptions, preferences and behavior. Managing brand equity involves reinforcing brand associations through integrated marketing activities and ensuring internal branding. Choosing brand elements, extensions, and architecture are important strategic decisions for building brand equity over time.
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- Brand equity refers to the added value that a brand name gives to a product. It is the incremental utility or value added to a product by its branding.
- There are several models for measuring brand equity, including the Brand Asset Valuator model, BrandZ model, and Brand Resonance model. These models measure factors like brand differentiation, relevance, esteem, knowledge, and the emotional connection customers have with the brand.
- Building strong brand equity provides many advantages for companies like greater customer loyalty, less vulnerability to competition, larger profit margins, and more elastic customer response to pricing changes.
Brand, a gateway of product enrichment
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Creating Brand Equity
Brands simplify product handling for consumers and signal quality, allowing satisfied buyers to easily purchase again. Branding involves creating meaningful differences between products to convince consumers of those differences. Brand equity is the added value provided by a brand and is reflected in how consumers think of and react to a brand, as well as the prices and profits it commands. Building brand equity involves choosing memorable brand elements, developing integrated marketing activities, and leveraging secondary brand associations. Measuring brand equity assesses the sources and outcomes of the value provided by a brand.
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A brand is a name, symbol or design that identifies a product or service and differentiates it from competitors. Branding provides several advantages including legal protection, building loyalty, and minimizing harm to reputation. Developing a strong brand identity and equity through consistent messaging and meeting customer expectations over time is important. Choosing an effective brand name and developing rich brand associations through symbols, slogans and ambassadors can help create distinctive brands. Managing every customer touchpoint to align with the brand image is crucial for maintaining brand vitality.
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The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
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This document discusses key concepts related to branding and brand equity. It defines branding as endowing products and services with the power of a brand to create meaningful differences. Brand equity is the added value provided by a brand and is reflected in consumer responses and the value of the brand. The document outlines several models for measuring and managing brand equity, including building brand awareness and associations over time. It also discusses strategies for brand portfolios, extensions, and architecture to leverage existing brand equity.
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This document discusses several key aspects of brand management including brand loyalty, brand equity, the role of the brand manager, and the relationship between various business functions like marketing, finance, and R&D. It provides details on developing brand loyalty through loyalty programs, the importance and advantages of brand loyalty, levels of brand loyalty, and factors that influence loyalty. It also explains the meaning and components of brand equity and how to build equity. The roles and responsibilities of the brand manager are outlined along with best practices. Finally, it covers the purpose and process of conducting a brand audit to assess brand positioning and effectiveness.
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The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
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(1) Brands are moving from the periphery of business to the strategic core, where they can create new forms of value.
(2) At the core, brands act as hubs that feed innovation and create networks between the company and customers.
(3) This positions brands and brand teams as key players that determine how to create and grow customers, shaping marketing, products, and business strategy.
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Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translationTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
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Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
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I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Evaluating the Effectiveness of Women-Focused Marketing
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This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
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"Branding Essence: A Unveiling Identity"
- 1. KNIPSS MANAGEMENT INSTITUTE BRANDING KNIPSS MANAGEMENT INSTITUTE, SULTANPUR
- 2. KNIPSS MANAGEMENT INSTITUTE BRANDING BRAND - a name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors
- 3. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND Brand Name Brand Mark Trade Name Trade Character Trade Mark
- 4. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND BRAND NAME (or product brand) a word, group of words, letters, or numbers that represents a product that can be spoken ◦ Should be easily pronounced, distinctive, and
- 5. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND BRAND MARK the part of a brand that is a symbol or design ◦ It may include distinctive colors or lettering Pictorial marks Abstract logo marks Letter marks Word marks Mascot Combinatio n The emblem
- 6. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND TRADE NAME (or corporate brand) identifies and promotes a company or a division of a particular corporation ◦ The legal name used while conducting business ◦ Used to promote a positive image of the organization (quality, value, reliability)
- 7. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND TRADE CHARACTER a brand mark with human form or characteristics
- 8. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND TRADE MARK a brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government
- 9. KNIPSS MANAGEMENT INSTITUTE What is Branding? Branding is endowing products and services with the power of the brand.
- 10. KNIPSS MANAGEMENT INSTITUTE What is Brand Equity? Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand. Customer-based brand equity is thus the differential effect brand knowledge has on consumer response to the marketing of that brand. A brand has positive customer-based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified than when it is not identified. A brand has negative customer-based brand equity if consumers react less favorably to marketing activity for the brand under the same circumstances. There are three key ingredients of customer-based brand equity.
- 12. KNIPSS MANAGEMENT INSTITUTE Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
- 13. KNIPSS MANAGEMENT INSTITUTE Advantages of Strong Brands Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less Larger margins More inelastic consumer response Greater trade cooperation Increased marketing communications effectiveness Possible licensing opportunities
- 14. KNIPSS MANAGEMENT INSTITUTE Apple is a Strong Brand
- 15. KNIPSS MANAGEMENT INSTITUTE What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers.
- 16. KNIPSS MANAGEMENT INSTITUTE Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship