brand management
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Transcript of brand management
BRAND MANAGEMENT
PRESENT BY
VIDHYAYAINI.R
BASICS UNDERSTANDING OF
WHAT IS BRAND??
Brand is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers.
Brand is a promise that the product will perform as per customer’s expectations.
It is a name, term, sign, symbol or a combination of all these which differentiate the goods/services of one seller or group of sellers from those of competitors.
Some examples of well known brands are apple, Samsung, Coca Cola, etc.
Why do Brands ?
perform as per customer’s expectations. differentiate a good or service
unspoken promise of value. emotional level.
Superior product Quality Additional service Differentiation from competition Pioneers in a way Long term communication
strategy
Characteristics of Successful brands
Brand communicates
AttributesBenefitsValuesCulturePersonalityTarget User
Functional risk- performance not up to expectation Physical risk - threat to physical well being Financial risk - not worth the price Social risk -results in embarrassment Psychological risk - affects the mental well being
Reducing the Risks in Product Decisions
THANKYOU