Understanding Brand and its extensions
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Transcript of Understanding Brand and its extensions
UNDERSTANDING BRAND &
ITS EXTENSIONSMEGHA [email protected]
What is a Brand?
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BRAND IS NOT
A logo Corporate Identity
Advertising Marketing
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A feeling
An experience
A relationship
An association
A promise
An image
Brand =
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Brand = PASSION
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Brand = BELONGING
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Brand = ACTION
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Brand = CONFIDENCE
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Brand = SECURITY
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Brand =An accumulation of emotional and functional associations to differentiate from competitors
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We live ina brand saturated world!
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We are exposed to 3600 brands everyday!!
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Why do we need brands??
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COMPETITION!!
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Because of
One too many!
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Differentiate!!
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So, how do we differentiate??
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Tailor your offering to meet market demands
Technology Differentiation
Price / Quality Differentiation
Product Differentiation
Customer Service Differentiation
User-experience Differentiation
So, what is Brand Positioning?
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The methodology to meaningfully differentiate your brand in the market and the consumer’s mind!
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And, what all can we brand??
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ALMOST EVERYTHING!!
PRODUCTS
SERVICES
PEOPLE
PLACES
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What do marketers aim to achieve??
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Create Conversation!
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President and CEO of Hewlett-Packard
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Brand Extensions or Brand Stretching
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When a firm tries to leverage a successful brand to introduce a new product
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LineExpansion
Using a sub-brand to target a new market segment within the same product category
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Using the parent brand in in different product categories
CategoryExpansion
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To expand BUSINESS!!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 33/35
ABOUT WEBCOBBLERS
CONSULTING
We provide highly sophisticated suite of interactive digital solutions to meet your business and brand objectives.
TECHNICAL & INNOVATION
We design and develop feature-rich websites, social media and mobile applications and custom software for facilitating deeper community interaction and ecommerce.
BRAND MANAGEMENT
Our digital brand management services enable you to manage, monitor and build your brand equity in the digital world.
TRAINING
We offer standard and custom training workshops, seminars and webinars to corporates and social media enthusiasts.
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We are a team of highly imaginative and deeply inspired young brand consultants with contagious passion and endless creative energy.
CONNECTWITH
US
FACEBOOK.COM/WEBCOBBLERS
TWITTER.COM/WEBCOBBLERS
/COMPANY/WEBCOBBLERS
YOUTUBE.COM/WEBCOBBLERS
WWW.WEBCOBBLERS.COM