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Transcript of BRANDING STRATEGY - stxavierstn.edu.instxavierstn.edu.in/ict_ppts/mba/nithila/4.pdfon customer...
![Page 1: BRANDING STRATEGY - stxavierstn.edu.instxavierstn.edu.in/ict_ppts/mba/nithila/4.pdfon customer response to the product or its marketing. How to Build Strong Brands ? Brand Development](https://reader035.fdocuments.net/reader035/viewer/2022070616/5d1a7d7888c993656e8bfdd3/html5/thumbnails/1.jpg)
BRANDING STRATEGYBuilding Strong BrandsBuilding Strong Brands
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Best Global Brand Value
Source : http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
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Brand equityThe differential effect that knowing the brand name has The differential effect that knowing the brand name has on customer response to the product or its marketing
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How to Build Strong Brands ?
Brand Development
Line Extensions Brand Extensions Multibrands
Brand Sponsorship
Manufacturer’s Brand Private Brand Licensing
MultibrandsNew Brands
Brand Positioning
Brand Name Selection
Selection Protection
LicensingCo-branding
Brand Positioning
Attributes BenefitsBeliefs & Values
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Brand positioning strategy decisions,include:include: Product attributes Product benefits Product beliefs and values Product beliefs and values
Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA
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Brand Name Selection
Desirable qualities
1. Suggest benefits and qualities2. Easy to pronounce, recognize, and remember3. Distinctive3. Distinctive4. Extendable5. Translatable for the global economy6. Capable of registration and legal protection6. Capable of registration and legal protection
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Brand SponsorshipManufacturer’s BrandManufacturer’s Brand PT. Indofood CBP Sukses Makmur
PT. Sinar Sosro
PT. Tirta Investama
PT. Ultra Prima Abadi Private BrandCo-brand
Licensed brand
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Brand Development StrategiesProduct Category
Line Extension Brand Extension
Newis
ting
ExistingE
xist
ing
Nam
e
Multibrands New Brands
New
Bra
ndN
ame
New
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Managing Brand By Communicate Brand to Engage
Your Target Audience Continuously and Optimize Your Target Audience Continuously and Optimize
Your Resources to Grab Your Target Audience