Waytokart with brand management

1. Brand Management with Waytokart

2. What is a brand? Waytokart Waytokart 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. Waytokart brand comprises of • Waytokart Tangible attributes • Waytokart Intangible attributes

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

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

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

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

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

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

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

12. Waytokart Product Counterfeiting • Waytokart 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. Waytokart Brand Identity Waytokart is the marketer’s promise to give a set of features, benefits and services consistently

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

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

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

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

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

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

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

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

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

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

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

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

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

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

29. Waytokart • www.waytokart.com