brand management

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BRAND MANAGEMENT PRESENT BY VIDHYAYAINI.R

Transcript of brand management

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BRAND MANAGEMENT

PRESENT BY

VIDHYAYAINI.R

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BASICS UNDERSTANDING OF

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WHAT IS BRAND??

Brand is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers.

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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.

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Why do Brands ?

perform as per customer’s expectations. differentiate a good or service

unspoken promise of value. emotional level.

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Superior product Quality Additional service Differentiation from competition Pioneers in a way Long term communication

strategy

Characteristics of Successful brands

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Brand communicates

AttributesBenefitsValuesCulturePersonalityTarget User

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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

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THANKYOU