Brand Management with Dealsothon

By Dealsothon

What is a brand? Dealsothon

Dealsothon 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

Dealsothon brand comprises of

Dealsothon Tangible attributes

Dealsothon Intangible attributes

Dealsothon Tangibles

Eg. Dealsothon

Dealsothon Product

Dealsothon Packaging

Dealsothon Labelling

Dealsothon Attributes

Dealsothon Functional benefits

Dealsothon Intangibles

Eg. Dealsothon

Dealsothon Quality

Dealsothon Emotional benefits

Dealsothon Values

Dealsothon Culture

Dealsothon Image

Dealsothon Brand Mark

Dealsothon 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.

Dealsothon Trade Mark

Dealsothon trademark is a brand that has been adopted by a seller and given legal protection. A Trademark for service is called as ………………

Dealsothon Reasons for Branding

Dealsothon Sellers

Dealsothon Helps in promotion

Dealsothon Easily recognized when displayed

Dealsothon Reduces price comparison

Dealsothon Influences customer loyalty

Dealsothon Differentiate commodities

Dealsothon Reasons for not Branding

Dealsothon Two responsibilities come with brand ownership: Dealsothon Promoting the brand

Dealsothon Maintaining a consistent quality of output

Many firms do not brand their products

because they are unable or unwilling to

assume these responsibilities

Dealsothon Desirable characteristics in the name of a brand

Dealsothon Suggests something about the product, particularly its benefits and use e.g….

Dealsothon Be easy to pronounce, spell and remember e.g.…..

Dealsothon Be distinctive

Dealsothon Be adaptable to additions to the product line e.g. McDonald vs. Burger King

Dealsothon Be capable of registration and legal protection. The Lanham Act, 1989

Dealsothon brand name should indicate

Dealsothon Product benefits

Product quality

Names easy to remember, recognise, pronounce

Dealsothon Product category

Distinctiveness

Should not indicate poor meanings in other markets or languages

Dealsothon Product Counterfeiting

Dealsothon 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

Dealsothon Brand Identity

Dealsothon is the marketer’s promise to give a set of features, benefits and services consistently

Dealsothon Brand Building

Dealsothon Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch

Dealsothon What kind of activities?

Eg. Dealsothon

Dealsothon Product development

Dealsothon Packaging

Dealsothon Advertising

Dealsothon Promotion

Dealsothon Sales and distribution

Dealsothon Brand Equity

Dealsothon When a commodity becomes a brand, it is said to have equity. Those advantages which a Brand enjoys because it is a Brand

Dealsothon What is brand equity?

Dealsothon The premium it can command in the market

Dealsothon Difference between the perceived value and the intrinsic value

Dealsothon Types of Brand Equity

Dealsothon Cost Based Historical Cost

Replacement Cost

Market Value Method

Brand Contribution Method

Dealsothon Price Based

Dealsothon Consumer Based

Dealsothon What happens when equity increases?

Commodity Brand Power Brands

Presence

+

Personality

Dealsothon What happens when brands have high equity?

Dealsothon The company can have more leverage with the trade

Dealsothon The company can charge a premium on their product

Dealsothon The company can have more brand extensions

Dealsothon The company can have some defense against price competition

Dealsothon Brand Loyalty Pyramid

1

1

1

? Dealsothon Find out on your own

Dealsothon How does one build

brands?

Dealsothon Distinguishing it from others – value proposition

Dealsothon Brand promise must match brand delivery

Dealsothon The value proposition

Dealsothon Broad positioning

Dealsothon Specific positioning

Dealsothon Value positioning

Dealsothon Creating the brand

Dealsothon Choosing a brand name

Dealsothon Develop rich associations and promises

Dealsothon Managing customer brand contact to meet and exceed expectations

Dealsothon Brand Associations

Dealsothon owned word

Dealsothon Slogans

Dealsothon Colours

Dealsothon Symbols and logos

Dealsothon 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

Dealsothon Brand ambassadors

Dealsothon Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador

Dealsothon Brand Pitfalls

Dealsothon Brand experience must match brand image

Dealsothon Calls for managing every brand contact

Dealsothon

Dealsothon