Brand Management with Dealsothon

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 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 brand name should indicate

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 111 ? 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 E S T E E M Step up advertising Cash Cow.Need to Sustain brand building activities Troubled brand Product upgradation required New Product Or Product should be phased out FAMILIARITY

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

Brand Management with Dealsothon

Brand Management with Dealsothon

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