BRAND MANAGEMENT

BRAND MANAGEMENTBhavna guptaMBA142562078

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GUESS THE BRANDS

NameTermSymbolDesignCombinationIdentifies product/service of seller anddifferentiates from competitorsSignA Brand Is.

6Define Profit. (SP * SQ) (PVC * QVC) FC.

Contribution Margin important to know by enterprise.

Contribution Margin Ratio used in determining $ volume of sales to break-even.

Examples and switch to next slide.

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A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. WHAT IS A BRAND

WHAT IS A BRAND ?Branding is a combined effort of the company which is projected to the consumer.Company

BrandConsumerMarketingDesign

CONSUMER

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What is branded?Physical goodsServicesRetailers and distributorsOnline products and servicesPeople and organizationsSports, arts, and entertainmentIdeas and causes

AN EFFECTIVE BRAND NAMEIs easy to pronounceIs easy to recognize and rememberIs short, distinctive, and uniqueDescribes the product, use, and benefitsHas a positive connotationReinforces the product imageIs legally protectable

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BRAND ROLES

Massive AssetPromotional ToolProtects Market ShareMeans of IdentificationAntidote for middlemen's survival

Role of Branding

What is Brand Equity?Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel and act with respect to the brand.

DRIVERS OF BRAND EQUITY

Factors affecting Brand Equity

Market LeadershipMarket SizeComparative PriceRatio of Marketing expenses to salesLevel of Consumer SatisfactionRate of ProfitabilityScope of line extension

BRAND LOYALTYThe degree of consumer attachment to a brand. RecognitionPreferenceInsistenceAwareness of name, benefit and packageIs useful, consumer will buy if availableevoked setWill search for; must have

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Brand Loyalty pyramid

IMPORTANCE OF BRANDING

Brands for Consumers and Sellers

Symbolic device

Lower risk

Less cost of searching for a choice

Symbol of Quality

Consumers

Source of product

Brands for Consumers and Sellers

Symbolic deviceLower riskLess cost of searching for a choiceSymbol of Quality

Consumers

Source of product

Consumers can easily make a purchase decision based on brands. Consumers usually find brands which satisfy their need.

Brands for Consumers and Sellers

Symbolic deviceLess cost of searching for a choiceSymbol of Quality

Consumers

Source of product

Brands mean lower purchase risk to consumers as they are dealing with a product or organization that they trust.Lower risk

Brands for Consumers and Sellers

Symbolic deviceSymbol of Quality

Consumers

Source of product

If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product.Lower riskLess cost of searching for a choice

Brands for Consumers and Sellers

Symbolic device

Consumers

Source of product

Consumers see brands as a symbol of quality and remain committed and loyal to a brand as long as they believe that the brand will continue meeting their expectations and perform in the desired manner consistently.Lower riskLess cost of searching for a choiceSymbol of Quality

Brands for Consumers and Sellers

Consumers

Source of product

Brands play a significant role in signifying certain product features to consumers.Lower riskLess cost of searching for a choiceSymbol of QualitySymbolic device

Brands for Consumers and Sellers

Seller

Means of Profits

Means of Competitive Advantage

Legal protection of products features

Satisfied customer

Brands for Consumers and Sellers

Seller

Means of ProfitsLegal protection of products featuresSatisfied customer

Means of Competitive Advantage

A brand helps the firms to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers.

Brands for Consumers and SellersSeller

Means of ProfitsSatisfied customer

Means of Competitive Advantage

Brands help to protect the unique features/traits of products by legal copyrights.Legal protection of products features

Brands for Consumers and Sellers

Seller

Means of Profits

Means of Competitive Advantage

Brand represents values, ideas and even personality and hence leads to an assortment of memories in customers mind and hence satisfied customers.Legal protection of products featuresSatisfied customer

Brands for Consumers and Sellers

Seller

Means of Competitive Advantage

Brands form the basis of purchase decision among consumers and thus are a means of financial profits.Legal protection of products featuresSatisfied customerMeans of Profits

MEANING OF BRAND NAMES

PRODUCT PACKAGING

Product ProtectionProduct IdentificationProduct ConvenienceProduct PromotionProduct Profit Generation

Product Packaging

Packaging StrategiesFamily Packaging Multiple PackagingReuse PackagingEcological Packaging