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30.7.09


        The embodiment of all the information connected with a company, product or service typically including a name, logo, and other visual elements such as images, fonts, color schemes, or symbols.

        It also encompasses the set of expectations from the product which typically arise in the minds of people. It is the promise of the product. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.

                          Branding, Brand Experience and Brand Image: Creating a personality

          Branding Policies            

        Company name: IBM

        Family branding: Cadbury's Dairy Milk

        Individual branding: Seven-up, KFC, or one company having many brands like Unilever

        Derived brands: 'Intel Inside'

          Brand development

        Brand extension: Lux – Soap, Shampoo, Conditioner, Cosmetics?

        Multibrands: One company, many brands even under the same product

        Cannibalism

          Own brands : Food World, Marks and Spencers

          Generics: Not branded

A good brand name

          Legally protectable

          Easy to pronounce

          Easy to remember

          Easy to associate with product category

          Easy to recognize

          Attract attention

          Suggest product benefits or suggest usage

          Suggest the company or product image

Distinguish the product's positioning relative to the competition.

Some terms

          Brand Portfolio Management

          Brand Leveraging

          Brand Positioning

          Brand Equity

          Brand Monopoly

Understanding the Consumer

          Who is a consumer?

        Individuals or households in an economy who consumer products and services

          Consumer has a budget and rationalises purchases to suit needs

          Demographic:

        Age

        Income

        Social strata

        Gender

        Education

        Occupation

          Psychographic:

        Personality

        Lifestyle

        Values

        Attitude

Consumer/ Market Segmentation

          A process of grouping to aid marketing strategy

          Requirements for segmentation

        Homogeneity within the group

        Heterogeneity between groups

        Identifiable and Measurable

        Accessible and Actionable

        Profitable

          Variables used for segmentation: Geographic, Demographic, Psychographic, Behavioural

          Top down and Bottoms up approaches of creating segments

          Price discrimination

Brand Positioning

          The technique of "placing" a brand in the minds of the target audience so that they see the brand in a certain way vis a vis its competition

          Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

          De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

Positioning Strategy

          Positioning on specific product features

          Positioning on specific benefits, needs, or solutions

          Positioning on specific use categories

          Positioning on specific usage occasions

          Positioning on a reason to choose an offering over the competition

          Positioning against another product

          Positioning through product class dissociation

Positioning by cultural symbols

Positioning Concepts

          Functional positions

        Solve problems

        Provide benefits to customers

        Get favorable perception by investors and lenders

          Symbolic positions

        Self-image enhancement

        Ego identification

        Belongingness and social meaningfulness

        Affective fulfillment

          Experiential positions

        Provide sensory stimulation

Provide cognitive stimulation

Positioning process

          Functional positions

        Solve problems

        Provide benefits to customers

        Get favorable perception by investors and lenders

          Symbolic positions

        Self-image enhancement

        Ego identification

        Belongingness and social meaningfulness

        Affective fulfillment

          Experiential positions

        Provide sensory stimulation

        Provide cognitive stimulation

 

 

 




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