Xclusiveoffer with brand management
1. Brand Management with Xclusiveoffer By Xclusiveoffer 2. What is a brand? Xclusiveoffer Xclusiveoffer 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. Xclusiveoffer Intangible attributes- Xclusiveoffer Tangible attributes -Xclusiveoffer brand comprises of 4. Xclusiveoffer Functional benefits- Xclusiveoffer Attributes - Xclusiveoffer Labelling - Xclusiveoffer Packaging - Xclusiveoffer Product -Xclusiveoffer Tangibles Eg. Xclusiveoffer 5. Xclusiveoffer Image- Xclusiveoffer Culture - Xclusiveoffer Values - Xclusiveoffer Emotional benefits - Xclusiveoffer Quality -Xclusiveoffer Intangibles Eg. Xclusiveoffer 6. Xclusiveoffer 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.-Xclusiveoffer Brand Mark 7. Xclusiveoffer trademark is a brand that has been adopted by a seller and given legal protection. A Trademark for service is called as ………………-Xclusiveoffer Trade Mark 8. Xclusiveoffer Differentiate commodities- Xclusiveoffer Influences customer loyalty - Xclusiveoffer Reduces price comparison - Xclusiveoffer Easily recognized when displayed - Xclusiveoffer Helps in promotion - Xclusiveoffer Sellers -Xclusiveoffer Reasons for Branding 9. Xclusiveoffer Maintaining a consistent quality of output Many firms do not brand their products because they are unable or unwilling to assume these responsibilities- Xclusiveoffer Promoting the brand - Xclusiveoffer Two responsibilities come with brand ownership: -Xclusiveoffer Reasons for not Branding 10. Xclusiveoffer Be capable of registration and legal protection. The Lanham Act, 1989- Xclusiveoffer Be adaptable to additions to the product line e.g. McDonald vs. Burger King - Xclusiveoffer Be distinctive - Xclusiveoffer Be easy to pronounce, spell and remember e.g.….. - Xclusiveoffer Suggests something about the product, particularly its benefits and use e.g…. -Xclusiveoffer Desirable characteristics in the name of a brand 11. Should not indicate poor meanings in other markets or languages- Distinctiveness - Xclusiveoffer Product category - Names easy to remember, recognise, pronounce - Product quality - Xclusiveoffer Product benefits -Xclusiveoffer brand name should indicate 12. Xclusiveoffer 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-Xclusiveoffer Product Counterfeiting 13. Xclusiveoffer Brand Identity Xclusiveoffer is the marketer’s promise to give a set of features, benefits and services consistently 14. Xclusiveoffer Brand Building Xclusiveoffer Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch 15. Xclusiveoffer Sales and distribution- Xclusiveoffer Promotion - Xclusiveoffer Advertising - Xclusiveoffer Packaging - Xclusiveoffer Product development -Xclusiveoffer What kind of activities? Eg. Xclusiveoffer 16. Xclusiveoffer Brand Equity Xclusiveoffer When a commodity becomes a brand, it is said to have equity. Those advantages which a Brand enjoys because it is a Brand 17. Xclusiveoffer Difference between the perceived value and the intrinsic value- Xclusiveoffer The premium it can command in the market -Xclusiveoffer What is brand equity? 18. Xclusiveoffer Consumer Based- Xclusiveoffer Price Based - Brand Contribution Method - Market Value Method - Replacement Cost - Historical Cost - Xclusiveoffer Cost Based -Xclusiveoffer Types of Brand Equity 19. Xclusiveoffer What happens when equity increases? Commodity Brand Power Brands Presence Personality 20. Xclusiveoffer The company can have some defense against price competition- Xclusiveoffer The company can have more brand extensions - Xclusiveoffer The company can charge a premium on their product - Xclusiveoffer The company can have more leverage with the trade -Xclusiveoffer What happens when brands have high equity? 21. Xclusiveoffer Brand Loyalty Pyramid 1 1 1 ?Xclusiveoffer Find out on your own 22. Xclusiveoffer Brand promise must match brand delivery- Xclusiveoffer Distinguishing it from others – value proposition -Xclusiveoffer How does one build brands? 23. Xclusiveoffer Value positioning- Xclusiveoffer Specific positioning - Xclusiveoffer Broad positioning -Xclusiveoffer The value proposition 24. Xclusiveoffer Managing customer brand contact to meet and exceed expectations- Xclusiveoffer Develop rich associations and promises - Xclusiveoffer Choosing a brand name -Xclusiveoffer Creating the brand 25. Xclusiveoffer Symbols and logos- Xclusiveoffer Colours - Xclusiveoffer Slogans - Xclusiveoffer owned word -Xclusiveoffer Brand Associations 26. Xclusiveoffer 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. Xclusiveoffer Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador-Xclusiveoffer Brand ambassadors 28. Xclusiveoffer Calls for managing every brand contact- Xclusiveoffer Brand experience must match brand image -Xclusiveoffer Brand Pitfalls 29. Xclusiveoffer -Xclusiveoffer
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