Professional Documents
Culture Documents
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Need
Value
Mktg Mix
MIS
STP
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What is a Brand?
A brand is 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.
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What is Branding?
Branding is endowing
products and services with the
power of the brand.
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Larger margins
Greater trade
cooperation
Increased marketing
communications
effectiveness
Possible licensing
opportunities
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Brand Characteretics
Differentiation
Energy
Relevance
Esteem
Knowledge
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Brand Elements
Marketing Activities
Meaning Transference
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Brand Elements
Brand
names
Slogans
Characters
URLs
Elements
Logos
Symbols
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Brand Naming
Individual
Individual
names..Tide,Vicks..
names..Tide,Vicks..
Blanket
Blanket family
family names
names
Corporate
Corporate namenameTata,LG,Samsung
Tata,LG,Samsung
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.
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Flankers
Cash Cows
Low-end
Entry-level
High-end
Prestige
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Marketing Debate
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Marketing Discussion
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