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.visual elementsbrand language 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:- 1)Individual Names. 2)Blanket Family name 3)Separate Family Name. 4)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 GROUP HINDALCO FOR ALUMINIUM, ULTRA TECH FOR CEMENT GRASIM FOR SUITIGS IDEA

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

18. Brand Strategy Decision :- A company has five choices when it comes to Brand strategy. The company can introduce:- 1)Line extensions. 2)Brand extensions. 3)Multi Brands. 4)Co Brands Bajaj Coaching Center

19. Line Extension:- Line extension consist 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 extension Example:- 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 Branding Example:-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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