Marketing For BANK PO/ MBA/BBA & other Competitive Exams

1. Marketing For BANK PO/ MBA/BBA & other Competitive Exams Bajaj Coaching Center, Rohtak Visit bcc2000.com for more Information.

2. BRAND MANAGEMENT

3. TABLE OF CONTENTS • Brand . • Brand Equity. • Brand Challenges a) Brand Decision b) Brand Name Decision c) Brand Strategy Decision d) Brand Repositioning • Conclusion Bajaj Coaching Center

4. WHAT IS BRAND? 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. Examples:-

5. Brand can convey up to six levels of meaning:-1) Attributes: A Brand brings to mind certain attributes.Example:- Mercedes

6. 2) Benefits.Example:- Mercedes

7. 3) Values: The Brand also says something about producer value.Example:- BOOST,ACTIVE

8. 4) Culture: The Brand may represent a certain culture.Example:- Himalaya

9. 5) Personality: Brand projects a certain personality.

10. 6) User: The brand suggest the kinds of the consumers who buys or uses the product.Example:-Scooty Pep Bajaj Coaching Center

11. Brand Equity It is the positive differential effect that a known brand name has on customer response to the product or service. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Example:- IBM

12. Branding Challenges The key decisions are:- Branding Decision:- To brand or not to brand

13. Brand Name Decision There are four strategies available:- • Individual Names. • Blanket Family name • Separate Family Name. • Company Trade Name Combined with Individual Product Name. Bajaj Coaching Center

14. Individual Names:-Company can use this policy because if product fails or appear to have low quality, the company's name or image is not hurt.Example:- H UL,P&G

15. Blanket Family Name:-Company can use this policy because development cost is less.Example:- Bajaj , Godrej , Kissan,

16. Separate Family Name:- Where a company produce quite different product, it is not desirable to use one blanket family name.Example:- ADITYA BIRLA GROUPHINDALCO FOR ALUMINIUM,ULTRA TECH FOR CEMENTGRASIM FOR SUITIGSIDEA

17. Company Trade Name Combine with Individual Product NameExample:- Maruti, Kelloggs, J&J.

18. Brand Strategy Decision:- A company has five choices when it comes to Brand strategy. The company can introduce:- • Line extensions. • Brand extensions. • Multi Brands. • Co Brands Bajaj Coaching Center

19. Line Extension:- Line extensionconsist of introducing additional items in the same product category and the same brand name ,such as New Flavors , Forms , Colors , Added Ingredients and Package Size.Example: , Lux , Hajmola ,maggie,colgate gel,fair and lovely, google

20. Brand Extension:- A company may use its existing brand name to launch new products in other categories.also called image related brand extensionExample:- BAJAJ,dettol

21. UNRELATED EXTENSION • WIPRO FROM OIL TO COMPUTER • ITC sunfeast • Taj hotels TATA Bajaj Coaching Center

22. Multi Brands :- A company will often introduce additional brands in the same product category.Example:- H UL Soaps

23. Co Brands:- When two or more well known brands combined in an offer. Co branding take variety of forms:- 1) Ingredient Co branding Example:- COMPAQ Computers

24. 2)Joint Venture Co BrandingExample:-Sony Ericsson

25. Brand Repositioning:- However well a brand is currently positioned , the company may have to reposition it later when facing new competitors or changing customers preferences.Example:- Lifebouy ,MOOV,CLINIC PLUS,BOURNVITA,BANK OF BARODA,BAJAJ

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