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Hams Brand Management
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Transcript of Hams Brand Management
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Brand Management
Presented By :Hemant B Patil
(Introduction of Brand Management)
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What is a brand?
A brand is a name, term, sign,symbol, design or a combination
of the above to identify thegoods or service of a seller and
differentiate it from the rest of the
competitors
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A brand comprises of Tangible attributes
Intangible attributes
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TangiblesEg.
Product Packaging
Labeling
Functional benefits
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IntangiblesEg.
Quality Emotional benefits
Values
Culture Image
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Can u know which is the mostvaluable brand in the world?
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The World's Most Valuable Brands
BRAND RANK VALUE COUNTRY
Google 1 $44.29 billion US
Microsoft 2 $42.80 billion US
Wal-Mart 3 $36.22 billion US
IBM 4 $36.15 billion US
Vodafone 5 $30.67 billion UK
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Brand Name Desireabilities
Suggests something about the
products/services benefits. Suggests something about the
products/services qualities.
Easy to pronounce, recognize, and
remember. Not carry poor meanings in other
languages.
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A Brand is More Than a Product
PRODUCT
Scope
Attributes
Quality
Uses
Organizational
Associations
Brand
Personality
Country of
Origin
User Imagery
Self-Expressive
Benefits
Symbols
Brand-CustomerRelationships
Emotional
Benefits
BRAND
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Brand Identity
It is the marketers promise to
give a set of features, benefitsand services consistently
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How does one build brands? Distinguishing it from others value
proposition
Brand promise must match branddelivery
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Creating the brand Choosing a brand name
Develop rich
associations and promises Managing customer brand contact to
meet and exceed expectations
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Considerations in choosing a
brand name What does the brand name mean?
What associations / performance /expectations does it evoke ?
What degree of preference does itcreate?
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A brand name should indicate Product benefits
Product quality
Names easy toremember,recognise,pronounce
Product category
Distinctiveness
Should not indicatepoor meanings inother markets orlanguages
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Brand Associationsowned word
Slogans Colours
Symbols and logos
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Why is it Hard to Build Brands?
1. Pressure to
compete on price2. Proliferation
of Competitors
3. Fragmenting
Markets &
Media
4. Complex
Brand Strategies
& Relationships
8. Short-Term
Pressures
7. Pressure to
Invest Elsewhere
6. Bias Against
Information5. Bias Towards
Changing
Strategies
Building
Brands
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Brand Vitality Differentiation in consumers need
Differentiation relevant to consumersneed
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Brand Pitfalls Brand experience must match brand
image
Calls for managing every brand contact
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ConclusionFrom the above presentation one canconclude that for creating good brand inthe market we must avoid the BrandPitfall.
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Thank You
