Description
all my presentations are going to be very helpful for the MBA students.
BRAND BUILDING STRATEGIES FOR RETAIL BRANDS IN INDIA
? Dr. Suresh Ghai ? Prof. Ram Kishen Y. ? Mr. Ralston Rajvaidya
Table of Contents
? ? ? ? ? ? ? ? ? ? INTRODUCTION RETAIL BRANDING IS ALL ABOUT RETAIL BRANDING CORPORATE BRANDS – APPLICATION TO RETAIL IN – STORE BRANDING OUT – STORE BRANDING BRAND BUILDING MODEL FOR RETAIL CONCLUSIONS ANY FAQ’s REFRENCES
JOHN PLAYERS AD
Introduction
?
What is Branding ? A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
- American Marketing Association
BRAND = PRODUCT + IMAGES
Retail Branding is all about
? Differentiation ? Goodwill ? Brand Equity ? Positioning ? Exclusivity
Retail Branding
TYPES OF RETAIL BRANDING
CORPORATE BRANDS
PRODUCT BRANDS
E.G. -
MANZ
NATIONAL BRANDS
PRIVATE LABELS
CORPORATE BRANDS – APPLICATION TO RETAIL
? Advertising – Television – E.g. Future Group
? CSR Activities – E.g. Hypercity ? Green Marketing – E.g. Wal – Mart ? Social Marketing – E.g. Fab India
Store Brands (National & Private Labels) In – Store Branding
Trolleys
Danglers
Kiosks Cash Counters
Out – Store Branding
Flag Posts
Flyers
Facade
BRAND VISION
Proposed Model
VALUES
PURPOSE
BRAND PROMISE BRAND POSITIONING
BRAND IDENTITY BRAND STRATEGY NATIONAL BRAND
IN – STORE BRAND (PRIVATE LABEL)
BRAND CONNECT
BRAND BUILDING ENHANCES VALUE
BRAND VISION
VALUES
PURPOSE
Proposed Model – Retail Branding Application
BRAND PROMISE BRAND POSITIONING
BRAND IDENTITY BRAND STRATEGY NATIONAL BRAND
IN – STORE BRAND (PRIVATE LABEL)
BRAND CONNECT
BRAND BUILDING ENHANCES VALUE
JOHN MILLERS AD
Conclusion
Brands can
? ? ?
Ensure loyalty, Repeat customers, Increase profits
thereby yielding a bright future for this sunshine sector.
ANY FAQS ?
References
?
? ?
?
?
?
? ?
Aaker, D.A. and Joachimstahler, E. (2000), Brand Leadership, New York: The Free Press Ahmed, P.K. and Rafiq, M. (2003), “Internal Marketing Issues and Challenges,” European Journal of Marketing, Vol 37 (9), pp 1177–1186. Achabal, Dale, W.L. Gorr, and Vijay Mahajan (1982), “MULTILOC: A Multiple Store Location Decision Model,” Journal of Retailing, Vol. 58 (Summer), 5-25. Ahluwalia, Rohini and Zeynep Gurhan-Canli (2000), "The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, 27 (December), 371-381. Ailawadi, Kusum L., Norm Borin, and Paul Farris (1995), “Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers", Journal of Retailing, Vol. 71 (3), 211-248. A brand building literature review by Francisco Guzmán (Esade) (excerpt from PHD thesis “brand building towards social values: associating to public goods”) Kevin Lane Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54 (1), 27-41. KOTLER, PHILIP (2000), Marketing Management. The Millennium Edition, Upper Saddle River, Prentice Hall.
THANK YOU
doc_662040690.ppt
all my presentations are going to be very helpful for the MBA students.
BRAND BUILDING STRATEGIES FOR RETAIL BRANDS IN INDIA
? Dr. Suresh Ghai ? Prof. Ram Kishen Y. ? Mr. Ralston Rajvaidya
Table of Contents
? ? ? ? ? ? ? ? ? ? INTRODUCTION RETAIL BRANDING IS ALL ABOUT RETAIL BRANDING CORPORATE BRANDS – APPLICATION TO RETAIL IN – STORE BRANDING OUT – STORE BRANDING BRAND BUILDING MODEL FOR RETAIL CONCLUSIONS ANY FAQ’s REFRENCES
JOHN PLAYERS AD
Introduction
?
What is Branding ? A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
- American Marketing Association
BRAND = PRODUCT + IMAGES
Retail Branding is all about
? Differentiation ? Goodwill ? Brand Equity ? Positioning ? Exclusivity
Retail Branding
TYPES OF RETAIL BRANDING
CORPORATE BRANDS
PRODUCT BRANDS
E.G. -
MANZ
NATIONAL BRANDS
PRIVATE LABELS
CORPORATE BRANDS – APPLICATION TO RETAIL
? Advertising – Television – E.g. Future Group
? CSR Activities – E.g. Hypercity ? Green Marketing – E.g. Wal – Mart ? Social Marketing – E.g. Fab India
Store Brands (National & Private Labels) In – Store Branding
Trolleys
Danglers
Kiosks Cash Counters
Out – Store Branding
Flag Posts
Flyers
Facade
BRAND VISION
Proposed Model
VALUES
PURPOSE
BRAND PROMISE BRAND POSITIONING
BRAND IDENTITY BRAND STRATEGY NATIONAL BRAND
IN – STORE BRAND (PRIVATE LABEL)
BRAND CONNECT
BRAND BUILDING ENHANCES VALUE
BRAND VISION
VALUES
PURPOSE
Proposed Model – Retail Branding Application
BRAND PROMISE BRAND POSITIONING
BRAND IDENTITY BRAND STRATEGY NATIONAL BRAND
IN – STORE BRAND (PRIVATE LABEL)
BRAND CONNECT
BRAND BUILDING ENHANCES VALUE
JOHN MILLERS AD
Conclusion
Brands can
? ? ?
Ensure loyalty, Repeat customers, Increase profits
thereby yielding a bright future for this sunshine sector.
ANY FAQS ?
References
?
? ?
?
?
?
? ?
Aaker, D.A. and Joachimstahler, E. (2000), Brand Leadership, New York: The Free Press Ahmed, P.K. and Rafiq, M. (2003), “Internal Marketing Issues and Challenges,” European Journal of Marketing, Vol 37 (9), pp 1177–1186. Achabal, Dale, W.L. Gorr, and Vijay Mahajan (1982), “MULTILOC: A Multiple Store Location Decision Model,” Journal of Retailing, Vol. 58 (Summer), 5-25. Ahluwalia, Rohini and Zeynep Gurhan-Canli (2000), "The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, 27 (December), 371-381. Ailawadi, Kusum L., Norm Borin, and Paul Farris (1995), “Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers", Journal of Retailing, Vol. 71 (3), 211-248. A brand building literature review by Francisco Guzmán (Esade) (excerpt from PHD thesis “brand building towards social values: associating to public goods”) Kevin Lane Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54 (1), 27-41. KOTLER, PHILIP (2000), Marketing Management. The Millennium Edition, Upper Saddle River, Prentice Hall.
THANK YOU
doc_662040690.ppt