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21-09-2012, IGTC-Bangalore
-Bindu Thushara N
CHAPTER QUESTIONS
What is a brand and how does branding work? What is brand equity?
BRAND
A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
3
SCOPE OF BRANDING
BRANDING
BRAND EQUITY
The differential effect that brand knowledge has on consumer response to the marketing of that brand.
Consumers Knowledge
about the Brand
Unique Strong
Brand Associations
Favorable
Marketing a Brand
BRAND PROMISE
The marketers vision of what the brand must be and do for Consumers. To create great things that change peoples lives
BRANDZ
AAKER MODEL
Brand Stature
ESTEEM KNOWLEDGE
POWER GRID
Up-coming / Niche
Low earning / High Potential
Leaders
High earning / High Potential Declining Leaders High earning/Low Potential
BRAND STRENGTH
New /
Underdeveloped
Eroded / Commoditized
Seriously
Challenged
BRAND STATURE
BRANDZ-DYNAMIC PYRAMID
BONDING ADVANTAGE PERFORMANCE
Strong Relationship
RELEVANCE
PRESENCE
Weak Relationship
AAKER MODEL
BRAND IDENTITY
CORE IDENTITY ELEMENTS
EXTENDED IDENTITY
ELEMENTS
BRAND ESSENCE
ACTIVITIES
MEANING TRANSFERENCE
BRAND KNOWLEDGE
THOUGHTS
KNOWLEDGE FEELINGS
BELIEF
EXPERIENCES
IMAGES
BRAND ELEMENTS
BRAND NAMES SLOGANS ELEMENTS
URLs
CHARACTERS
LOGOS
SYMBOLS
Protectable
SLOGANS
INTEGRATION
INTERNALIZATION
INTERNAL BRANDING
Indirect approach
Direct approach
INDIRECT APPROACH
DIRECT APPROACH
Aims at assessing actual impact of brand knowledge
9-5
BRAND VALUATION
Brand strength Leadership (25%) Stability (15%) Market (10%) Geographic spread (25%) Trend (10%) Support (10%) Protection (5%)
9-8
Vision Statement Brand strategy is creating a solid brand identity for a company to have customers associated with that company.
BRANDING DECISION
Individual names company does not tie its reputation to the product Blanket family names A blanket name for all its products
Corporate name combined with Separate family individual product names for all products name Combination Separate name for of company and various products product name.
BRANDING EXTENSION
A marketing strategy using the same brand name in a different product category. Facilitate new-product acceptance Provide positive feedback to the parent brand and company Reduce the cost of introductory launch campaign
BRAND PORTFOLIO
A set of all brands and brand lines a particular firm offers for sale in a market segment.
BRAND PORTFOLIO
QUESTIONS
THANK YOU