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Brand

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Vikas Singh
Vikas Singh
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Branding dilemma ,[object Object],[object Object],[object Object],Brand identity Perspectives of Marketer Brand image Perspectives of Consumer
Brand name ,[object Object],[object Object],[object Object]
Product logic(marketing mix) to brand logic (meaning and value) Product Brand
Brand value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND ARCHITECTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Brand Strategy ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object]
Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure
Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage
Adapting to Market Brand style Brand Kernel Brand themes

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Brand

  • 1.
  • 2.
  • 3. Product logic(marketing mix) to brand logic (meaning and value) Product Brand
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure
  • 13. Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage
  • 14. Adapting to Market Brand style Brand Kernel Brand themes