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Rita PrustyIBCS

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Involves all the activities that are

necessary to nurture a brand into ahealthy cash flow stream for the

company after launch

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1. Product development2. Positioning & launch

3. Brand development4. Brand consolidation5. Brand extension

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Every ad contributes to make the brandwhat it is in the minds of the consumer

David Ogilvy

A companys brand is the primary source of

its competitive advantage and is a very

valuable strategic asset David Aaker

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When a commodity becomes a brand, it is

said to have equity. It starts with a name and

can go up or down depending on themarketing activity that is done by the

marketer. A name becomes a brand when

consumers associate it with a set of tangibleand intangible benefits that they obtain fromthe product or service.

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The premium a brand can command in the

market

The difference between the intrinsic andperceived value of the product

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Distinguish product from others in the

market Value proposition

Align what it says about the brand inadvertising with what it actually delivers

Creating the brand

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Generates enormous profits

Expands future strategic opportunities

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A distinctive product

Delivering brand promise

Personality and presence

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Superior insight into customer needs

Ability to devise product/services that

powerfully meet those needs Ability to redefine its offering as those needs

change

Creativity to produce exciting and compelling

advertising

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Broad positioning

Specific positioning

Value positioning

Creating the Brand

Choosing brand name

Developing rich associations and promises

Manage customer brand contacts to meet

and exceed customer expectations

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Product differentiator

Low cost leader

Nicher

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Should not be overpositioned

Should not be underpositioned

Should not be ambiguous Should not promise irrelevant benefits

Promise should be credible

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What does it mean?

What performance/ expectations/

associations does it evoke? What degree of preference does it create?

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Product benefits

Product quality

Be easy to pronounce/remember/recognise Be distinctive

Not have poor meanings in other countries orlanguages

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owned word

Slogans

Colours Symbols and logos

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These are used to create the Brand

personality, just like a human being.

Therefore in some way the values and

personality of the ambassador rubs off

into the brand.Therfore the brand and

choice of the ambassador must fit.

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Differentiation in consumers mind

Differentiation relevant to consumers need

Brand Pitfalls-

Brand experience must match brand image

Calls for managing every brand contact