Mr J Patel Alperton College 2010.  LO1:Explain the concepts of Brand and Brand Equity.

Slides:

Advertisements

Similar presentations

Brand Management. What is a brand? A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller.

Advertisements

Creating Brand Equity Key Concepts. What is a Brand A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or.

Branding Elements and Strategies

SERM. Define the concept of rebranding Identify reasons why companies would rebrand Identify the effects of rebranding on emotional associations and loyalty.

Brand Knowledge vs. Brand Equity: What’s the Difference?

Do you know…?.

Position company to acquire desired business image

Branding, Packaging, and Labeling

PRODUCTS Things / services that are produced for sale.

MKTG131 – Marketing Management.  A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller.

Part 2: Planning and Strategy Chapter 4

Lesson Objectives By the end of today’s lesson you: –MUST be able to explain what is branding and relationship marketing –SHOULD be able to explain how.

Chapter 6: Strategic Brand Management

Reasons for Branding? You need to explain why businesses use branding. Why is important to have a brand To build a relationship with customers To differentiate.

©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 11 Chapter 11 Setting Product and Brand Strategy.

Position company to acquire desired business image.

 On the front of your graphic organizer, answer the following BRO Time Questions using the textbook: In your own words define the term brand Using the.

Theory on Branding For Lesson 2. Branding  Branding  A brand is a recognisable name; term; symbol or design that allows customers to identify the goods.

©2005 Pearson Education Canada Inc.3-1 Chapter 3 Branding Strategy.

Warm-up Which brands do you feel Obama supporters identify with the most? Which brands do your feel Romney supporters identify with the most?

Sports Marketing: Branding. Brand – The combined impressions and experiences associated with the companies goods or services – Ex: Nike Swoosh.

BRANDING Learning target: What is Branding?. Branding Definition: Branding is the practice of marking animals for identification. Originally done with.

Branding name given to a well known product or company a method of differentiating products can create a USP and/or ESP.

Branding & Positions.  establishing an identity for a product that differentiates it from the competition;  made up of a brand name, logo, slogan, and.

Chapter 6 Product Strategy. COPYRIGHT © 2002 by Thomson Learning, Inc. All Rights Reserved Approaches to Developing New Products... Innovation New product.

9-1 © 2006 by Nelson, a division of Thomson Canada Limited 5/26/2016 Slides developed by: Peter Yannopoulos Chapter 9 Brand Strategy.

Branding is of vital importance to a business.. “In a business sense, branding is the act of ascribing to a product or service, features, benefits, personality.

CAHS 2000 March 24, 2009 Global Consumer Culture.

Product Strategies. Branding Brand: Name, term, symbol, design, or combination of these that identifies the sellers goods and services and distinguishes.

Branding Product Identification and Trust. World Wide Brands.

Tell me something about these people.. PRODUCTS MK Unit 11.

 Answer the following questions on a separate piece of paper In your own words define the term brand How many brands are you wearing or carrying with.

Building Strong Brand Dr. Ananda Sabil Hussein. Steps in Strategic Brand Management Identifying and establishing brand positioning Identifying and establishing.

Creating Brand Equity Marketing Management, 13 th ed 9.

Copyright – Legal protection of original works and intellectual properties granted by the government to give their creators sole rights to them.

LOGO 6.01 Explain the concept of branding. LOGO Forms of Branding  A brand is a design, name, symbol, term or word that distinguishes and identifies.

How many brands can you remember?. thepotatowave eatwine timeeggsoup enterpersuade heatbookwoman manchurch.

9 Creating Brand Equity 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2 What is a Brand? A brand is a name, term, sign, symbol.

© 2012 Pearson Education, Inc. publishing Prentice Hall. Note 29 Brands and Branding.

MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.

What Is Marketing? REVIEW. Objectives Explain why marketing is the business function that identifies customer needs Use marketing to establish your brand.

Branding Branding is the use of a name, design, symbol, or a combination of those elements that a sports or entertainment organization uses to help differentiate.

Retail Value Creations- 1 By Dr. U. Srinivasa Raghavan.

Ross Creating a Logo and Tagline. What is a Logo? A name, symbol, or trademark designed to easily recognize. Can be words (text) only, or a combination.

PRODUCTS UNIT 11. WHAT IS THE DIFFERENCE BETWEEN A PRODUCT AND A BRAND? PRODUCT - anything capable of satisfying a want or a need BRAND - a product that.

SEM A - Promotion PE - Employ sales-promotion activities to inform or remind customers of business/product.

Personal Preferences Family/Culture Peer Pressure Advertising Marketing.

PROMOTING SPECIALTY CROPS AS LOCAL Module 4: How do you get your message out to consumers?

Chapter 10 What is marketing?. Marketing… Marketing- the business function that identifies customer needs and responds to them For example- Nike used.

Position company to acquire desired business image.

1 Branding process Ulviyya Agayeva (Q34). 2 What is a Brand? A brand is a name, term, sign, symbol, or design which is intended to identify the goods.

Corporate Image Components of image Role of corporate image Tangible

Brand Management.

Chapter 7 Branding decisions Learning objectives:

Aim: What is branding and how does it affect marketing?

Part 4 Product Dynamics Chapter 22 Branding. Part 4 Product Dynamics Chapter 22 Branding.

3.1.5 Branding and differentiation

SEM A - Promotion PE - Employ sales-promotion activities to inform or remind customers of business/product PI - Design logo for sport/event PI.

Marketing Management, 13th ed

QS#10: Give an example of a brand name, trade name, and brand mark.

Branding Strategic Marketing.

Marketing Management Indicator 3.09

Branding N5 Business Management.

Marketing – 4 P’s PRODUCT.

Brand Management.

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.

Branding- decode of adding value to the product. Contents What is a brand? Brand elements Brand equity Brand strategy Brand storyteller Brand recall Brand.

Presentation transcript:

Mr J Patel Alperton College 2010

 LO1:Explain the concepts of Brand and Brand Equity.

A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark.

 Branding is a way of clearly highlighting what makes your product or service different to, and more attractive than, your competitors'.

 The value a brand adds to a business is called Brand Equity.  Brand equity is one of the factors which can increase the financial value of a brand to the brand Examples: 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.

 Consumers buy what they recognise and trust what they buy in shops.  The higher the brand visibility and value, the greater the trust consumers will have in a product. This leads to repeat custom. Also if your parents buy something, children will trust it and also buy the good once they are adults.  This is why companies spend millions of pounds investing in brand image as the right brand can secure the long term market share of a company.

 Draw 3 logos you can easily remember off the top of your head  Explain in 3 sentences, why each logo is valuable and how it encourages trust and consumer loyalty.  What do you understand by the term ‘brand equity’?