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Brand Man

  1. Meaning of Brand Management
    • Brand
    • Mark
    • Name
    • Trademark
    • Copyright
  2. Benefits of Branding
    • Consumer
    • - Easier product identification
    • - Communicates features and benefits
    • - Helps product evaluation
    • - Reduces risk in purchasing
    • - Creates Interest / character

    • Manufacturer
    • - Help create loyalty
    • - Creates differential advantage
    • - Allows premium pricing
    • - Facilitates product diversification

    • Retailer
    • - Benefits from brand marketing support by manufacturer
    • - Attracts customers
  3. Branding Decisions
    1. Types of Brands
    Manufacturer / Retailer

    Generic

    Family / Individual
  4. Branding Decisions
    2. Brand Extension
    Can be extended once successful
  5. Branding Decisions
    3. Selecting a Brand name
    • 1. ID product benefits
    • 2. Easy to pronouce, recognise & remember
    • 3. Original & Distinct
    • 4. Unique image of exclusiveness
    • 5. Indicate High Quality
    • 6. Versatile & applicable to product line
    • 7. Translate into foreign language
  6. BRAND EQUITY
    BRAND AWARENESS

    PERCEIVED QUALITY

    BRAND LOYALTY

    BRAND ASSOCIATION
  7. BRAND EQUITY
    BRAND AWARENESS
    Competitve advantage for marketer
    • Sense of familiarity
    • Name awareness signal of presence, commitment & substance
    • Salience of brand - determine if recalled at purchase time
    • Asset - durable - difficult to dislodge
  8. BRAND EQUITY
    PERCEIVED QUALITY
    Brand asset due to ?
    • Drives financial performance
    • Major strategic thrust of products
    • Linked to & drive other aspects of how brand is perceived
  9. BRAND EQUITY
    BRAND LOYALTY
    Competitive advatage for organisations
    • Reduces marketing cost of doing business
    • Entry barrier for competitors
    • Image of brand - accepted, successful
    • Time to respond to competitive moves
  10. BRAND EQUITY
    BRAND ASSOCIATION
    Can increase value of brand - association with quality, reliability
  11. BRAND POSITIONING & IMAGE
    Positioning Methods
    • ABC PQUU
    • ATTRIBUTE
    • BENEFIT
    • USE / APPLICATION
    • USER
    • COMPETITOR
    • PRODUCT CATEGORY
    • QUALITY / PRICE
Author
Calime
ID
19190
Card Set
Brand Man
Description
MNM3036
Updated

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