brand

BRAND AWARENESS Awareness refers to the strength of a brand’s presence in the consumer’s mind. Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind. Recognitions reflect familiarity gained from past...

BRAND LOYALTY Brand loyalty is the ultimate goal a company sets for a branded product. A company’s main question in relation to selling their products or services use do be: “How do I get people to buy my product?” Nowadays companies still greatly appreciate the answer to this question but they...

WHAT IS BRAND EQUITY? Before looking at the various methods of brand building it is essential to know what brand equity is because strong brand equity is the basis of brand building. Keller defines brand equity as “Brand equity is defined in terms of the marketing effects uniquely...

Selecting a brand name involves a mix of business, legal and creative issues. The optimal brand creates a commercial impression in the marketplace, distinguishes you as the source of the product or service and does not infringe on another's rights. Generic marks are not protectable. Ask...

Brand name: Selecting A Brand Name Certain factors to be considered before selecting a brand name: • distinguish the product from competitive brands • memorable and easy to pronounce • easy to say, spell and pronounce • it should allude to the product’s uses, benefits, or special...

It is difficult to build a strong brand in today's environment. The brand builder can be inhibited by substantial pressures and barriers, both internal and external. There are 8 different factors that make it difficult to build brands: 1. Pressure to compete on price, 2. Proliferation of...

Symbolic brand Here, the symbolic or emotional dimension is more prevalent than the functional dimension. The decisions would be based on more of the emotional aspect than that of rational aspect. In the circumstances where consumer buying is emotions driven, the brand must accordingly focus...

Functional brand Here, the functional dimension of the brand is far more visible and appealing than the emotional or symbolic dimension. For instance, buying of a painkiller would be by and large a rational, left brain driven activity. What implications does one have for marketers of...

The functional dimension is the product’s attributes and benefits or the tangible properties while the symbolic dimensions are the intangible aspects of the brand. A marketer can combine these two elements to create the ‘right’ appeal for customers. In consumer behavior the rational and...

A brand is: • The proprietary visual, emotional, and cultural images surrounding a company or its products. • A promise of quality, making product selection worry free. • Company’s one of the most important asset. • A significant source of competitive advantage and future earnings. • A...

Here are a few of the many definitions of the word “BRAND”: David Ogilvy defines brands as “ the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” Kotler defines brands as “ A brand is a name, term, sign...

Branding is a process of creating and spreading the brand name. It can be applied to the entire corporate identity as well as to individual product and services. Company’s brand awareness in public is often used in evaluating a company. Brands are usually protected by companies as their...

“A brand is an identifiable entity that makes specific promises of value.” “ A brand is a symbol, a word, an object, and a concept – all at one and the same time.” A brand is a symbol. What is a symbol? A symbol is a sign that stands for something in a prospects mind. It carries a meaning...

A brand is not a name. A brand is not a positioning statement. It is not a marketing message. It is a promise made by a company to its customers and supported by that company. If that promise is kept, it creates a consumer preference. A brand is more than just an icon, a logo, a mission...

Bajaj! It is the brand that arouses nationalist sentiments whenever it is mentioned. It is one of the few Indian brands with an 'international' distinction, that of being the largest producer of scooters in the world. And throughout the years, Bajaj has used this sentiment in order to promote...

Gitanjali Group acquires De Beers Group's Indian flagship brand Nakshatra news 08 January 2008 Integrated diamond and jewellery manufacturer and retailer, the Rs3,500-crore Gitanjali Gems Ltd., today announced the complete acquisition of Nakshatra Diamonds, a premium brand owned by the De...

Brand awareness of Croma A long-term marketing objective for our site could be to improve sales by building an image for our product, brand, and/or company. Increasingly, this is an explicit goal for large companies with ample budgets. The main objective of Croma yellow pages is to satisfy...

BRAND AMBASSDOR FOR THE FROOTI 1. Frooti is needed to be promoted as a health drink and should target not only the kids but also the other members of the family. 2. For this Frooti should project its brand ambassador who will help consumers perceive it as a health drink. 3. The Brand...

Understanding consumers for brand building The success of a brand is dictated by its acceptance by consumers and consumer acceptance is dependent on whether or not the brand understands the consumer needs and fulfils them consistently. Brand building is very important for retaining the...

Negative impacts of Celebrity Endorsement on the brand More often talked about is the extreme usage of a celebrity called 'lazy advertising', that is inadequate content masked by usage of a celebrity15 . A good example is the use of Boris Becker by Siyaram and Steve Waugh by ANP Sanmar. Also...