Fashionothon with brand management

1. Brand Management with Fashionothon

2. What is a brand? Fashionothon Fashionothon brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors

3. Fashionothon brand comprises of • Fashionothon Tangible attributes • Fashionothon Intangible attributes

4. Fashionothon Tangibles Eg. Fashionothon • Fashionothon Product • Fashionothon Packaging • Fashionothon Labelling • Fashionothon Attributes • Fashionothon Functional benefits

5. Fashionothon Intangibles Eg. Fashionothon • Fashionothon Quality • Fashionothon Emotional benefits • Fashionothon Values • Fashionothon Culture • Fashionothon Image

6. Fashionothon Brand Mark • Fashionothon brand mark is the part of the brand that appears in the form of symbol, design or distinctive color or lettering. It is recognized by sight but cannot be expressed when a person pronounces the brand name.

7. Fashionothon Trade Mark • Fashionothon trademark is a brand that has been adopted by a seller and given legal protection. A Trademark for service is called as ………………

8. Fashionothon Reasons for Branding • Fashionothon Sellers • Fashionothon Helps in promotion • Fashionothon Easily recognized when displayed • Fashionothon Reduces price comparison • Fashionothon Influences customer loyalty • Fashionothon Differentiate commodities

9. Fashionothon Reasons for not Branding • Fashionothon Two responsibilities come with brand ownership: • Fashionothon Promoting the brand • Fashionothon Maintaining a consistent quality of output Many firms do not brand their products because they are unable or unwilling to assume these responsibilities

10. Fashionothon Desirable characteristics in the name of a brand • Fashionothon Suggests something about the product, particularly its benefits and use e.g…. • Fashionothon Be easy to pronounce, spell and remember e.g.….. • Fashionothon Be distinctive • Fashionothon Be adaptable to additions to the product line e.g. McDonald vs. Burger King • Fashionothon Be capable of registration and legal protection. The Lanham Act, 1989

11. Fashionothon Product benefits Product quality Names easy to remember, recognise, pronounce Fashionothon Product category Distinctiveness Should not indicate poor meanings in other markets or languages Fashionothon brand name should indicate

12. Fashionothon Product Counterfeiting • Fashionothon It is the process in which some unscrupulous manufacturers engage in product counterfeiting by placing a highly regarded brand on their offering, disregarding the basic fact they do not own the rights of the brand e.g. …pirated goods

13. Fashionothon Brand Identity Fashionothon is the marketer’s promise to give a set of features, benefits and services consistently

14. Fashionothon Brand Building Fashionothon Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch

15. Fashionothon What kind of activities? Eg. Fashionothon • Fashionothon Product development • Fashionothon Packaging • Fashionothon Advertising • Fashionothon Promotion • Fashionothon Sales and distribution

16. Fashionothon Brand Equity Fashionothon When a commodity becomes a brand, it is said to have equity. Those advantages which a Brand enjoys because it is a Brand

17. Fashionothon What is brand equity? • Fashionothon The premium it can command in the market • Fashionothon Difference between the perceived value and the intrinsic value

18. Fashionothon Types of Brand Equity • Fashionothon Cost Based • Historical Cost • Replacement Cost • Market Value Method • Brand Contribution Method • Fashionothon Price Based • Fashionothon Consumer Based

19. Fashionothon What happens when equity increases? Commodity Brand Power Brands Presence + Personality

20. Fashionothon What happens when brands have high equity? • Fashionothon The company can have more leverage with the trade • Fashionothon The company can charge a premium on their product • Fashionothon The company can have more brand extensions • Fashionothon The company can have some defense against price competition

21. Fashionothon Brand Loyalty Pyramid 111 ? Fashionothon Find out on your own

22. Fashionothon How does one build brands? • Fashionothon Distinguishing it from others – value proposition • Fashionothon Brand promise must match brand delivery

23. Fashionothon The value proposition • Fashionothon Broad positioning • Fashionothon Specific positioning • Fashionothon Value positioning

24. Fashionothon Creating the brand • Fashionothon Choosing a brand name • Fashionothon Develop rich associations and promises • Fashionothon Managing customer brand contact to meet and exceed expectations

25. Fashionothon Brand Associations • Fashionothon owned word • Fashionothon Slogans • Fashionothon Colours • Fashionothon Symbols and logos

26. Fashionothon Brand Status E S T E E M Step up advertising Cash Cow.Need to Sustain brand building activities Troubled brand Product upgradation required New Product Or Product should be phased out FAMILIARITY

27. Fashionothon Brand ambassadors • Fashionothon Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador

28. Fashionothon Brand Pitfalls • Fashionothon Brand experience must match brand image • Fashionothon Calls for managing every brand contact

29. Fashionothon • Fashionothon