Documente Academic
Documente Profesional
Documente Cultură
Learning Objectives
Chapter-1
Define ―brand,‖ state how brand differs from a
BRANDS AND BRAND product, and explain what brand equity is
MANAGEMENT Summarize why brands are important
Explain how branding applies to virtually everything
Describe the main branding challenges and
Prof. Mizanur Rahman opportunities
MBA (Canada), PhD (Dhaka)
―A brand is a name, term, sign, symbol, or ―A brand is the promise, the big
Improved
1
1/14/2018
abstract images
You all are a brand by all of your individual rights
and identities • Name
• Logo and symbol
• Package design
• Slogan
• Other Characteristic
Basic No
Perfect Brand The
Performance Differences Company
Build an Create a Add Value
Substitution Emotional Customer Through
Needs in Brands Not The
Connection Community Services
Product
2
1/14/2018
3
1/14/2018
Brand Differentiation
Brand + Brand + Brand =
Differentiation Relevance Equity The characteristics and perceptions that are
perceived to be different against alternatives
Brand Power
is a function of Differentiation, Relevance, and Equity
Differentiation buys trial
BP=f(D,R,BE)
4
1/14/2018
Brand Relevance
Brand Equity
The degree to which the brand is applicable to, or
makes a connection with people‘s lifestyles, Derived from experience-based associations and the
issues, needs, desires, etc. emotional connections that grow from them
5
1/14/2018
6
1/14/2018
How are brands created? To brand a product it The key to branding is that consumers perceive
is necessary to teach differences among brands in a product category
How do you brand a consumers:
product? Marketers can benefit from branding whenever
• Who the product is consumers are in a choice situation
• Firms create brand through • What the product
marketing programs, does
although it resides in the
minds of consumers • Why consumers De Beers Group added the phrase
should care it
―A Diamond Is Forever‖
7
1/14/2018
8
1/14/2018
9
1/14/2018
Two basic strategies can Offers more value on Offers competitive as well as
Successful brands attributes or benefits sought some unique attributes or
achieve be used: by customers and beats benefits not offered by
discriminatory − Better Brand Strategy competition competition
response from − Superior Band Strategy Limits efforts to existing Goes beyond existing
consumers attributes or benefits attributes or benefits
Increases CV incrementally Increases CV exponentially
Ex: Toothpaste offers germ Ex: Toothpaste offers minting
protection round the clock attribute
instead of 12 hours
10
1/14/2018
11
1/14/2018
12
1/14/2018
Managing Brand Equity Over Time Managing Brand Equity Over Time
13
1/14/2018
Managing Brand Equity over Geographic Managing Brand Equity over Geographic
Boundaries, Cultures, and Market Segments Boundaries, Cultures, and Market Segments
14