“Branding is the process of differentiating yourself from the competition. The ability of any company to compete and deliver sustainable, profitable growth.

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Presentation transcript:

“Branding is the process of differentiating yourself from the competition. The ability of any company to compete and deliver sustainable, profitable growth largely depend on the power of its brands!”

Apple Instant Coffee Cellphones Beer Tructors

Proprietary Name Nickname

A group of letter A group of number A group of letter and number

Brands enable consumers to easily distinguish one product from another.

It enable the owner of the brand name to enjoy the goodwill associated with the name so as not to be taken advantage by others.

It enables the owner to communicate the benefits of his product competition.

Is the brand closely associated with another product?

Does it have a pleasant meaning?

Can it be registered?

Can your name be remembered easily? VS.

Can it be pronounced easily?

Is the brand name too limiting to be used for expansion? VS.

Since market segments usually overlap, it is difficult to position products in different segment independently. The overlap may result from a group of costumers who shift between segments.

1. Multi-brand Strategy- It may also be considered for products where consumers may not have as much consumer loyalty. Philippine match company

Brand Of Paracetamol

2. Line Extension -Or Existing brands for existing products would be logical for products with various models or options.

3. Brand Franchise Extension -Existing brand -May make it easier to enter a market in the short term.

4. New Innovation - New brand -in introducing a new product may earn its place in a product category.

No Meaning Brand Name Unless the market has no financial report constraint, or is introducing an absolutely new product, which he aims to associate with the generic name of his brand, he should not consider ‘no meaning names nowadays.

No meaning names became known because they represented something in the consumer mind.

A good name for an apparel company Spoof Known Brand name

Brand Concept Management A Brand concept is not the same as a product concept which was discussed earlier Brand Concept Product Concept -refers to the new Product idea. -reflects a General meaning or image associated with the brand.

Brand Concept Positioning It is like a strategic, long term management plan, it enables the brand to change its positioning, including adopting a short-term repositioning strategy, to respond to changing market. It is implemented to build up and support the brand concept.

Brands Concept Chosen by the firm based on Costumer needs and -represents values to the costumer. -Functional -Symbolic -Experiential

Functional needs Functional needs are those that motivate the search for products that solve or prevent consumption-related problems. Water purifier

Symbolic needs Symbolic needs involve desires for products that fulfill internally generated needs for self-enhancement, role position, group membership, or ego- identification. Owning prestige cars Mercedes Benz Jaguar BMW Volvo

Joining an exclusive clubs

Experiential needs Experiential needs are desires for products that provide sensory pleasure, variety, and /or cognitive stimulation. Coffee Shop

Brand Equity Concept Owner’s Equity Concept -refers to the net worth of a brand. -refers to the net worth of the company. Balance sheet that has a set of brand assets as well as brand liabilities.

From Metro Bottle Water Corporation in 1999 for P1.4 billion From Sugarland in 2000 for P2.9 billion From the Ayala group in 2001 for P7 billion

It has been observed that strong countries have a great global brands from innovation products.

‘USA’ ‘Japan’

‘Singapore’ ‘Taiwan’

STARBUCKS Is a popular hangout for Gen x and Yuppies. Despite selling coffee and other baked products at higher prices than regular food stores, they were able to generate awareness and patronage thru word of mouth and publicity instead of relying on media advertising.