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Brand Management

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					  BRAND
MANAGEMENT
     - Prof.   RAMKI
MODULE – 1
       WHAT IS BRAND ??
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 a group of
sellers and to differentiate them from those of
competitors – American Marketing Association
(AMA)

A Brand is a set of mental associations, used by the
consumers which add to the perceived value of a
product or service – Kevin Lane Keller


BRAND = PRODUCT + IMAGE (P+I) –
                                         RAMKI
 PRODUCTS v/s BRANDS
Generic                Unique Distinct


Easy to Copy           Can’t Be Copied


Functional             Emotional, Functional


Concrete, Rational     Conceptual, Perceived


Transaction Oriented   Relationship Oriented


Describes “WHAT”       Describes “WHAT &
                                  WHO”
                       EXAMPLE
                                         Coke

                          Happiness, Togetherness, memories,
                          Americana, the colour red, ‘the real
       Cola                             thing’

    A refreshing                         Pepsi
effervescent, sugary
carbonated beverage       Young, youthful, aspirations, trendy,
                           more cut of Life, next generation



                                     Thumps – Up

                           Strong, macho, daring, bold, grown
                                   up, thrill adventure
         BRAND
     CHARACTERISTICS
                     Utility

          Rational and Emotional benefits

Product       +         +                = Brand

                     Identity

            Image, Personality, Values

				
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