BRAND DECISION

What is brand ?
Band is the name ,term, design, symbol
that identifies one seller product and
distinguish from other sellers product . It
generally for differentiating one product
from another
BRAND DECISION PROCESS

To acquire, grow customers companies need to know

how customers make brand decisions.
The brand decision can be experimental depending on
the product category and situations.
Brand decision is partly rational and emotional , so
brand must speak to both the head and the heart.
BRAND IDENTITY
Brands name, logos, colors, tagline and symbol
Brand is a marketers promise to deliver a specific set
of features, benefits and services.
Brand are not built by advertising but by the brand
experience.
BRAND EQUITY
Aaker- It is related to the brand name ,recognition,
perceived brand quality, strong mental and emotional
associations and other patents, trademarks, etc.
Brand equity has the positive differential effect that
knowing the brand name customer response to the
product and services.
FACTORS THAT INFLUENCE BRAND
DECISSON
Levels of involvement (high to low)
Customers (retention ) versus
Prospects(acquisition)
Consumer versus business
 BRANDING DECISIONS

BRANDIN
BRAND BRAND
G SPONSER BRAND
NAME REPOSITIO
DECISION DECISION STRATEGY
DECISION NING
S
INDIVID LINE
UAL EXTENSIO
MANUF BLANKE N
REPOSITIO
BRAND ACTURE T FAMILY BRAND
NING
DISTRIB SEPARAT EXTENSIO
NO UTER E FAMILY N
NO
BRAND REPOSITIO
LICENSE COMPAN MULTI
NING
D Y BRANDS
INDIVIDU NEW
AL
TYPES OF BRAND
BRAND
MANUFACTURES BRAND
These brand are created by
producer and bear their
chosen brand name . The
producer is responsible for
marketing the brand.
NO BRAND
PRIVATE BRAND
Own label brands are created
and owned by business that
operate in the distribution
channel often recquired to as
distributors.