Description
This is about brand management.
BRAND
MANAGEMENT
- Prof.
RAMKI
MODULE – 1
WHAT IS BRAND ??
A Brand is a Name, Term, Sign, Symbol or Design or a combination of them, intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of competitors – American Marketing Association (AMA) A Brand is a set of mental associations, used by the consumers which add to the perceived value of a product or service – Kevin Lane Keller
BRAND = PRODUCT + IMAGE (P+I) –
RAMKI
PRODUCTS v/s BRANDS
Generic Easy to Copy Unique Distinct Can’t Be Copied Emotional, Functional Conceptual, Perceived
Functional
Concrete, Rational Transaction Oriented Describes “WHAT”
Relationship Oriented
Describes “WHAT & WHO”
EXAMPLE
Coke
Happiness, Togetherness, memories, Americana, the colour red, ‘the real thing’
Cola A refreshing effervescent, sugary carbonated beverage
Pepsi
Young, youthful, aspirations, trendy, more cut of Life, next generation
Thumps – Up
Strong, macho, daring, bold, grown up, thrill adventure
BRAND CHARACTERISTICS
Utility
Rational and Emotional benefits
Product
+
+
= Brand
Identity
Image, Personality, Values
doc_363516785.ppt
This is about brand management.
BRAND
MANAGEMENT
- Prof.
RAMKI
MODULE – 1
WHAT IS BRAND ??
A Brand is a Name, Term, Sign, Symbol or Design or a combination of them, intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of competitors – American Marketing Association (AMA) A Brand is a set of mental associations, used by the consumers which add to the perceived value of a product or service – Kevin Lane Keller
BRAND = PRODUCT + IMAGE (P+I) –
RAMKI
PRODUCTS v/s BRANDS
Generic Easy to Copy Unique Distinct Can’t Be Copied Emotional, Functional Conceptual, Perceived
Functional
Concrete, Rational Transaction Oriented Describes “WHAT”
Relationship Oriented
Describes “WHAT & WHO”
EXAMPLE
Coke
Happiness, Togetherness, memories, Americana, the colour red, ‘the real thing’
Cola A refreshing effervescent, sugary carbonated beverage
Pepsi
Young, youthful, aspirations, trendy, more cut of Life, next generation
Thumps – Up
Strong, macho, daring, bold, grown up, thrill adventure
BRAND CHARACTERISTICS
Utility
Rational and Emotional benefits
Product
+
+
= Brand
Identity
Image, Personality, Values
doc_363516785.ppt