Description
In an increasingly competitive world market, a key component of a healthy product line is often the brand that accompanies it – the intangible but unmistakable value of marks such as Cosmopolitan®, Coke® or McDonalds®.
Project Proposal
On
“ Effective Brand Management”
Prepared by Mr. Atanu Maity
Roll No : 000-0000000
XXXX XXXX University
Table of Content
Effective Brand Management......................................................................................3
INTRODUCTION:......................................................................................................3
OBJECTIVES:.............................................................................................................4
!"OTESIS:............................................................................................................4
METODO#O$!:.....................................................................................................%
"RIM&R! D&T&:.......................................................................................................%
SECOND&R! D&T&:.................................................................................................%
BIB#IO$R&"!:.......................................................................................................%
Effective Brand Management
INTRODUCTION:
In an increasinly co!petitive "orld !ar#et$ a #ey co!ponent o% a &ealt&y
product line is o%ten t&e brand t&at acco!panies it ' t&e intanible but
un!ista#able value o% !ar#s suc& as (os!opolitan)$ (o#e) or Mc*onalds).
As valuable assets o% your business oranisation$ t&ey realistically de!and t&e
sa!e level o% attention as t&e e+uip!ent in a %actory or t&e !oney placed in
lucrative invest!ents. ,&ile brandin prora!!es are industry and product
speci%ic$ t&e basic steps necessary to sustain underlyin !ar#s de!onstrate
so!e consistency.
-ince brand !anae!ent is !uc& !ore t&an just !ar#etin your brand$ it
re+uires involve!ent %ro! people at all orani.ational levels$ %ro! your (/O to
t&e individuals "&o create t&e products0services and t&ose t&at interact "it&
custo!ers to provide sales$ custo!er service or tec&nical support on t&ose
products0services. 1&is journey$ %ro! brand pro!ise creation to deliverin t&e
pro!ise o%%ers !any opportunities to in%luence custo!er advocacy and create
brand loyalty.
/%%ective brand !anae!ent re+uires !ore t&an !anain t&e pri!ary brand
ele!ents o% stratey$ positionin$ and identity. (o!ponents o% /%%ective 2rand
Manae!ent include are: 1ransparency$ (o!!unication$ (o!!unity$
/nae!ent$ (onsistency and Interation.
OBJECTIE!:
3. 1o #no" t&e various brandin tools and !odels$ current trends and dyna!ics
in lobal brandin.
4. 1o %acilitate s&arin researc& based #no"lede a!on acade!icians and
practitioners on conte!porary areas o% 2rand Manae!ent.
"#$OT"E!I!:
3. 1&e brand Manaers use various tools to !anae e%%ectively !anae
brands.
MET"ODO%O&#:
-tudy is oin to be conducted in t&e district o% Mu!bai in Ma&aras&tra.
$RIM'R# D'T':
A +uestionnaire survey "ill be conducted %or t&e purpose o% t&e study. 1&e study
is based on pri!ary as "ell as secondary data. Pri!ary data "ill be collected
%ro! a sa!ple o% 56 respondents o% Mu!bai district c&osen usin non-probability
jud!ent sa!plin and usin a structured +uestionnaire.
!ECOND'R# D'T':
-econdary data is t&e data$ "&ic& is already in e7istence. It "ill be collected
!ainly t&rou& internet and so!e &elp "ill also be ta#en %ro! boo#s and articles.
-econdary sources o% data "ill include publication o% -el% 8elp 9roups$
urnals
and Periodicals.
BIB%IO&R'$"#:
&ttp:00""".ood"inprocter.co!0;0!edia02rand>Manae!ent>-trateies.pd%
&ttp:00""".etcusto!ere7perience.co!0inde7.p&p?
option@co!>contentAvie"@articleAid@4B:build-custo!er-loyalty-t&rou&-
e%%ective-brand-!anae!entAcatid@6:eneralAIte!id@30
&ttp:00""".level%ivesolutions.net0resources0level%ive2randManae!ent.pd%
doc_412624313.doc
In an increasingly competitive world market, a key component of a healthy product line is often the brand that accompanies it – the intangible but unmistakable value of marks such as Cosmopolitan®, Coke® or McDonalds®.
Project Proposal
On
“ Effective Brand Management”
Prepared by Mr. Atanu Maity
Roll No : 000-0000000
XXXX XXXX University
Table of Content
Effective Brand Management......................................................................................3
INTRODUCTION:......................................................................................................3
OBJECTIVES:.............................................................................................................4
!"OTESIS:............................................................................................................4
METODO#O$!:.....................................................................................................%
"RIM&R! D&T&:.......................................................................................................%
SECOND&R! D&T&:.................................................................................................%
BIB#IO$R&"!:.......................................................................................................%
Effective Brand Management
INTRODUCTION:
In an increasinly co!petitive "orld !ar#et$ a #ey co!ponent o% a &ealt&y
product line is o%ten t&e brand t&at acco!panies it ' t&e intanible but
un!ista#able value o% !ar#s suc& as (os!opolitan)$ (o#e) or Mc*onalds).
As valuable assets o% your business oranisation$ t&ey realistically de!and t&e
sa!e level o% attention as t&e e+uip!ent in a %actory or t&e !oney placed in
lucrative invest!ents. ,&ile brandin prora!!es are industry and product
speci%ic$ t&e basic steps necessary to sustain underlyin !ar#s de!onstrate
so!e consistency.
-ince brand !anae!ent is !uc& !ore t&an just !ar#etin your brand$ it
re+uires involve!ent %ro! people at all orani.ational levels$ %ro! your (/O to
t&e individuals "&o create t&e products0services and t&ose t&at interact "it&
custo!ers to provide sales$ custo!er service or tec&nical support on t&ose
products0services. 1&is journey$ %ro! brand pro!ise creation to deliverin t&e
pro!ise o%%ers !any opportunities to in%luence custo!er advocacy and create
brand loyalty.
/%%ective brand !anae!ent re+uires !ore t&an !anain t&e pri!ary brand
ele!ents o% stratey$ positionin$ and identity. (o!ponents o% /%%ective 2rand
Manae!ent include are: 1ransparency$ (o!!unication$ (o!!unity$
/nae!ent$ (onsistency and Interation.
OBJECTIE!:
3. 1o #no" t&e various brandin tools and !odels$ current trends and dyna!ics
in lobal brandin.
4. 1o %acilitate s&arin researc& based #no"lede a!on acade!icians and
practitioners on conte!porary areas o% 2rand Manae!ent.
"#$OT"E!I!:
3. 1&e brand Manaers use various tools to !anae e%%ectively !anae
brands.
MET"ODO%O&#:
-tudy is oin to be conducted in t&e district o% Mu!bai in Ma&aras&tra.
$RIM'R# D'T':
A +uestionnaire survey "ill be conducted %or t&e purpose o% t&e study. 1&e study
is based on pri!ary as "ell as secondary data. Pri!ary data "ill be collected
%ro! a sa!ple o% 56 respondents o% Mu!bai district c&osen usin non-probability
jud!ent sa!plin and usin a structured +uestionnaire.
!ECOND'R# D'T':
-econdary data is t&e data$ "&ic& is already in e7istence. It "ill be collected
!ainly t&rou& internet and so!e &elp "ill also be ta#en %ro! boo#s and articles.
-econdary sources o% data "ill include publication o% -el% 8elp 9roups$
urnalsand Periodicals.
BIB%IO&R'$"#:
&ttp:00""".ood"inprocter.co!0;0!edia02rand>Manae!ent>-trateies.pd%
&ttp:00""".etcusto!ere7perience.co!0inde7.p&p?
option@co!>contentAvie"@articleAid@4B:build-custo!er-loyalty-t&rou&-
e%%ective-brand-!anae!entAcatid@6:eneralAIte!id@30
&ttp:00""".level%ivesolutions.net0resources0level%ive2randManae!ent.pd%
doc_412624313.doc