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"Branding Essence: A Unveiling Identity"
- 1. KNIPSS MANAGEMENT INSTITUTE BRANDING KNIPSS MANAGEMENT INSTITUTE, SULTANPUR
- 2. KNIPSS MANAGEMENT INSTITUTE BRANDING BRAND - a name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors
- 3. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND ๏ Brand Name ๏ Brand Mark ๏ Trade Name ๏ Trade Character ๏ Trade Mark
- 4. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND BRAND NAME (or product brand) a word, group of words, letters, or numbers that represents a product that can be spoken โฆ Should be easily pronounced, distinctive, and
- 5. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND BRAND MARK the part of a brand that is a symbol or design โฆ It may include distinctive colors or lettering Pictorial marks Abstract logo marks Letter marks Word marks Mascot Combinatio n The emblem
- 6. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND TRADE NAME (or corporate brand) identifies and promotes a company or a division of a particular corporation โฆ The legal name used while conducting business โฆ Used to promote a positive image of the organization (quality, value, reliability)
- 7. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND TRADE CHARACTER a brand mark with human form or characteristics
- 8. KNIPSS MANAGEMENT INSTITUTE ELEMENTS OF A BRAND TRADE MARK a brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government
- 9. KNIPSS MANAGEMENT INSTITUTE What is Branding? Branding is endowing products and services with the power of the brand.
- 10. KNIPSS MANAGEMENT INSTITUTE What is Brand Equity? Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand. Customer-based brand equity is thus the differential effect brand knowledge has on consumer response to the marketing of that brand. A brand has positive customer-based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified than when it is not identified. A brand has negative customer-based brand equity if consumers react less favorably to marketing activity for the brand under the same circumstances. There are three key ingredients of customer-based brand equity.
- 12. KNIPSS MANAGEMENT INSTITUTE Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
- 13. KNIPSS MANAGEMENT INSTITUTE Advantages of Strong Brands ๏ Improved perceptions of product performance ๏ Greater loyalty ๏ Less vulnerability to competitive marketing actions ๏ Less ๏ Larger margins ๏ More inelastic consumer response ๏ Greater trade cooperation ๏ Increased marketing communications effectiveness ๏ Possible licensing opportunities
- 14. KNIPSS MANAGEMENT INSTITUTE Apple is a Strong Brand
- 15. KNIPSS MANAGEMENT INSTITUTE What is a Brand Promise? A brand promise is the marketerโs vision of what the brand must be and do for consumers.
- 16. KNIPSS MANAGEMENT INSTITUTE Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship