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Branding

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Branding Concepts and Rules for Building the Killer Brand I say Nike, You Say What? Some Important Concepts Brand Name: The part of a brand that can be spoken ... – PowerPoint PPT presentation

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Title: Branding


1
Branding
  • Concepts and Rules for Building the
  • Killer Brand

2
I say Nike, You Say What?
3
Some Important Concepts
  • Brand Name The part of a brand that can be
    spoken including letters, words and numbers.
  • Brand Mark The elements of a brand that cannot
    be spoken
  • Brand Equity The value of company and brands
    names.
  • Master Brand A brand so dominant that it comes
    to mind immediately when a product category, use,
    attributes or benefit is mentioned.

4
A look at Master Brands
5
Brand Mark
6
Logo/Name
7
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8
So what is it exactly
  • Attributes, benefits, values, culture,
    personality and user
  • Research techniques word associations,
    personifying the brand, laddering up the brand
    essence

9
Benefits of Branding
  • Branding distinguishes products from competition
  • Product Identification
  • Aids in repeat sales
  • Aids in new product sales
  • Aids in attracting loyal customers and segments
  • It is the image, baby!

10
What is Brand Equity??
  • A set of assets and
  • liabilities linked to a brands name
  • and symbol that add or subtract
  • from the value provided by a
  • product or service to a firm and/ or
  • that firms customers.
  • Aaker, David A. (1991), Managing Brand
    Equity Capitalizing on the Value of a Brand
    Name, The Free Press, New York

11
Awareness
Loyalty
Brand Equity
Competitive Advantage
Perceived Quality
Associations
For more see Aaker, David A. (1995), Strategic
Market Management, 4th ed., Wiley, NY
12
The Worlds 10 Most Valuable Brands Interbrand
8/5/02
Rank Brand Value (billions)
1 Coca Cola 69.6
2 Microsoft 64.1
3 IBM 51.2
4 GE 41.3
5 Intel 30.9
6 Nokia 30
7 Disney 29.3
8 McDonalds 26.4
9 Marlboro 24.2
10 Mercedes 21
13
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14
Benefits of Brand Equity
  • Leverage when bargaining with distributors and
    retailers
  • Charge higher price for product
  • Launch extensions
  • Some defense against price wars
  • Brand valuation

15
Faithful or Fickle?A look at brand loyalty
  • Cigarettes 71
  • Mayonnaise 65
  • Toothpaste 61
  • Coffee 58
  • Athletic shoes 27
  • Canned veggies 25
  • Garbage bags 23

16
Branding Strategies
Brand
No Brand
Manufacturers Brand
Private Brand
IndividualBrand
Family Brand
Combi-nation
IndividualBrand
Family Brand
Combi-nation
17
Advantages of Brands
  • Manufacturers Brands
  • Customer loyalty
  • New customers
  • Enhance prestige
  • Rapid delivery
  • Dealer loyalty
  • Private Brands
  • Higher profits
  • Less pressure to mark down prices
  • Manufacturer may drop a brand or become a direct
    competitor
  • No control over distribution of Ms brands
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