Brand Management with Dealsothon

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Brand Management with Dealsothon

• By Dealsothon

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What is a brand? Dealsothon

• Dealsothon brand is a name, term, sign, symbol,
  design or a combination of the above to identify
  the goods or service of a seller and
  differentiate it from the rest of the competitors

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Dealsothon brand comprises of

• Dealsothon Tangible attributes
• Dealsothon Intangible attributes

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Dealsothon Tangibles

• Eg. Dealsothon
• Dealsothon Product
• Dealsothon Packaging
• Dealsothon Labelling
• Dealsothon Attributes
• Dealsothon Functional benefits

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Dealsothon Intangibles

• Eg. Dealsothon
• Dealsothon Quality
• Dealsothon Emotional benefits
• Dealsothon Values
• Dealsothon Culture
• Dealsothon Image

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Dealsothon Brand Mark

• Dealsothon brand mark is the part of the brand
  that appears in the form of symbol, design or
  distinctive color or lettering. It is recognized
  by sight but cannot be expressed when a person
  pronounces the brand name.

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Dealsothon Trade Mark

• Dealsothon trademark is a brand that has been
  adopted by a seller and given legal protection. A
  Trademark for service is called as

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Dealsothon Reasons for Branding

• Dealsothon Sellers
• Dealsothon Helps in promotion
• Dealsothon Easily recognized when displayed
• Dealsothon Reduces price comparison
• Dealsothon Influences customer loyalty
• Dealsothon Differentiate commodities

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Dealsothon Reasons for not Branding

• Dealsothon Two responsibilities come with brand
  ownership
• Dealsothon Promoting the brand
• Dealsothon Maintaining a consistent quality of
  output
• Many firms do not brand their products
• because they are unable or unwilling to
• assume these responsibilities

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Dealsothon Desirable characteristics in the name
of a brand

• Dealsothon Suggests something about the product,
  particularly its benefits and use e.g.
• Dealsothon Be easy to pronounce, spell and
  remember e.g...
• Dealsothon Be distinctive
• Dealsothon Be adaptable to additions to the
  product line e.g. McDonald vs. Burger King
• Dealsothon Be capable of registration and legal
  protection. The Lanham Act, 1989

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Dealsothon brand name should indicate

• Dealsothon Product category
• Distinctiveness
• Should not indicate poor meanings in other
  markets or languages

• Dealsothon Product benefits
• Product quality
• Names easy to remember, recognise, pronounce

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Dealsothon Product Counterfeiting

• Dealsothon It is the process in which some
  unscrupulous manufacturers engage in product
  counterfeiting by placing a highly regarded brand
  on their offering, disregarding the basic fact
  they do not own the rights of the brand e.g.
  pirated goods

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Dealsothon Brand Identity

• Dealsothon is the marketers promise to give a
  set of features, benefits and services
  consistently

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Dealsothon Brand Building

• Dealsothon Involves all the activities that are
  necessary to nurture a brand into a healthy cash
  flow stream after launch

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Dealsothon What kind of activities?

• Eg. Dealsothon
• Dealsothon Product development
• Dealsothon Packaging
• Dealsothon Advertising
• Dealsothon Promotion
• Dealsothon Sales and distribution

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Dealsothon Brand Equity

• Dealsothon When a commodity becomes a brand, it
  is said to have equity. Those advantages which a
  Brand enjoys because it is a Brand

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Dealsothon What is brand equity?

• Dealsothon The premium it can command in the
  market
• Dealsothon Difference between the perceived value
  and the intrinsic value

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Dealsothon Types of Brand Equity

• Dealsothon Cost Based
• Historical Cost
• Replacement Cost
• Market Value Method
• Brand Contribution Method
• Dealsothon Price Based
• Dealsothon Consumer Based

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Dealsothon What happens when equity increases?
Commodity
Brand
Power Brands
Presence

Personality
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Dealsothon What happens when brands have high
equity?

• Dealsothon The company can have more leverage
  with the trade
• Dealsothon The company can charge a premium on
  their product
• Dealsothon The company can have more brand
  extensions
• Dealsothon The company can have some defense
  against price competition

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Dealsothon Brand Loyalty Pyramid
111
?
Dealsothon Find out on your own
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Dealsothon How does one build brands?

• Dealsothon Distinguishing it from others value
  proposition
• Dealsothon Brand promise must match brand
  delivery

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Dealsothon The value proposition

• Dealsothon Broad positioning
• Dealsothon Specific positioning
• Dealsothon Value positioning

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Dealsothon Creating the brand

• Dealsothon Choosing a brand name
• Dealsothon Develop rich associations and promises
• Dealsothon Managing customer brand contact to
  meet and exceed expectations

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Dealsothon Brand Associations

• Dealsothon owned word
• Dealsothon Slogans
• Dealsothon Colours
• Dealsothon Symbols and logos

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Dealsothon Brand Status
E S T E E M


Step up advertising
Cash Cow.Need to Sustain brand building
activities
Troubled brand Product upgradation
required
New Product Or Product should be phased
out
FAMILIARITY
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Dealsothon Brand ambassadors

• Dealsothon Giving a face and personality to the
  brand that is expected to be rubbed off from the
  brand ambassador

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Dealsothon Brand Pitfalls

• Dealsothon Brand experience must match brand
  image
• Dealsothon Calls for managing every brand contact

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Dealsothon

• Dealsothon