Xclusiveoffer with brand management

1. Brand Management with Xclusiveoffer By Xclusiveoffer

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

29. Xclusiveoffer • Xclusiveoffer