Brand Management. What is a brand?. A 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. When you cannot do this. The product is a commodity. A brand comprises of .
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
A 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
The product is a commodity
It is the marketer’s promise to give a set of features, benefits and services consistently
Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch
When a commodity becomes a brand, it is said to have equity
Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
reason to change
Cash Cow.Need to
Sustain brand building activities
should be phased out