Group Members
M. Usman BuTT
Talha Rauf
Amina Saeed
Ujala Latif
BRAND
The Brand
The sum of all characteristics, tangible and
intangible, that make the offer unique.
Brand Name
Coca-Cola
Brand Logo
Bottle Design and Red Cap
Trademark
Legally Protected Marks
Brands and organizations spend considerable sums
telling customers what they stand for.
Views on Brands
A name, logo, or symbol that
evokes in customers a
perception of added value for
which they will pay a premium
price.
A product with a personality.
Marketing communications in any form has an impact
on customers perceptions.
Benefits of Branding
For customers a brand offers:
1. A desired level of quality.
Consistently
2. Psychological rewards from
ownership
3. A means of distinguishing one
brand from another
The brand image helps create loyalty.
Benefits of Branding
For the company branding offers:
1. A means of communicating features and
benefits
2. An opportunity to create and sustain an
image
3. Customer satisfaction and repeat purchase
opportunity
Brand Loyalty
The degree of consumer attachment
to a brand.
Recognition
Recognition
Awareness of name,
benefit and package
Preference
Preference
Is useful, consumer
will buy if available
evoked set
Insistence
Insistence
Will search for; must
have
Brand Equity
The value of a brand in its holistic sense to its
owners as a corporate asset. Brands have value.
Equity is derived from:
Effective marketing strategies
A brands status in the marketplace
A brands position among customers
The Top 10 Global Brands
1.1. Coca-Cola
Coca-Cola
2.2. Microsoft
Microsoft
3.3. IBM
IBM
4.4. GE
GE
5.5. Intel
Intel
6.6. Nokia
Nokia
7.7. Disney
Disney
8.8. McDonalds
McDonalds
9.9. Marlboro
Marlboro
10.
10.Mercedes
Mercedes
$70.4
$70.4
$65.1
$65.1
$51.8
$51.8
$42.3
$42.3
$31.1
$31.1
$29.9
$29.9
$28.0
$28.0
$24.7
$24.7
$22.2
$22.2
$21.4
$21.4
Brand Building
1.
1.Identify
IdentifyBrand
BrandValues
Valuesand
andPositioning
PositioningStrategy
Strategy
2.
2.Plan
Planand
andImplement
Implementthe
theMarketing
MarketingProgram
Program
3.
3.Measure
Measureand
andEvaluate
EvaluateBrand
BrandPerformance
Performance
4.
4.Build
BuildBrand
BrandLoyalty
Loyaltyand
andBrand
BrandEquity
Equity
Brand Positioning
A good positioning
strategy clearly
differentiates a
brand from all
competing brands.
The selling concept that motivates purchase, or the
image that marketers desire a brand to have in the
minds of consumers.
Product Lifecycle Reposition
New Markets
Maturity
Brand insistence
Decline
Reminder advertising
Harvest
Product changes
New uses
Frequency of use
Line extensions
Growth
Brand Preference
Build image
Introduction
Brand attributes and benefits
Brand Recognition
Brand Position against competition
Positioning
Where to get
Packaging and Brand Image
A good package design helps build a brand.
1. The look of a package must be instilled in the
customers mind.
2. A package can differentiate one brand from another.
3. Familiarity with a package creates trust with
customers.
4. New packages create perception of new products
(product forms).
Roles of Packaging
A good package serves three primary functions:
1. Protect the product
2. Market the product
3. Provide convenience to
distributors and
consumers
Branding by Design
Shopping goods and durable goods rely more on style
to create and sustain an image.
1. Lifestyle characteristics now play a key role in
design.
2. Goods are periodically redesigned to present a
contemporary image.
3. Re-branding strategies require intensive
marketing communications to identify changes.
Thanks
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