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Managing Brands
in a changing
World



     Marketing Strategy & Product Development
www.rs4.ca



Contents
  What is Brand
  How Marketer developed
  Scope of branding
  Conclusion




               Marketing Strategy & Product Development   2
www.rs4.ca



What is Brand
  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.

 Brand management is the application of
   marketing techniques to a specific product, product
   line, or brand.
 It seeks to increase a product's perceived value to
   the customer and thereby increase brand franchise
   and brand equity .


                     Marketing Strategy & Product Development
www.rs4.ca



Brand Mantras
  A brand mantra is an articulation of the “heart and soul”
  of the brand.
    Brand mantras are short three to five word phrases
      that capture the irrefutable essence or spirit of the
      brand positioning and brand values.
  Nike
     Authentic Athletic Performance
  Indica
     More spacious car without extra cost
  Disney
     Fun Family Entertainment

                        Marketing Strategy & Product Development   4
www.rs4.ca



Scope of Branding
  Branding is an exciting realm with scope for
  different categories of branding.
  Firstly where you take a commodity and
  brand it.
  Second category of products is what can be
  called „quasi brands „.
  Third category is differentiated.
  Fourth is very unique products.
  Fifth category is services.
                   Marketing Strategy & Product Development   5
www.rs4.ca



Encouraging towards brands
  Nokia launched a participative campaign
  to encourage Kolkata knight Riders
  during IPL.
  Yahoo! Set up yodel studios in New
  York, London and Mumbai, and
  provided contestants with a range of
  musical tracks with tips on how to yodel


                Marketing Strategy & Product Development   6
www.rs4.ca



How Brands Work
 Brand personalities
 Branding
 Trust
 Brand image
 Brand relationships
 Brand equity


               Marketing Strategy & Product Development   7
www.rs4.ca



Conclusion
In conclusion, brand management has
 become much more challenging in this rapidly
 changing world.
 Companies that continue to manage their
 brands as they always have will fall
 significantly behind or face extinction.
Those companies that stay relevant to
 customers, provide what they want, and
 engage them in ways that provide wonderful
 experiences will survive and succeed.
                 Marketing Strategy & Product Development   8
www.rs4.ca



Source of Information




            Marketing Strategy & Product Development   9
www.rs4.ca



Presented by : -



                       Vikas
     39                Kumar

             Marketing Strategy & Product Development   10

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Brand Managment

  • 1. Managing Brands in a changing World Marketing Strategy & Product Development
  • 2. www.rs4.ca Contents What is Brand How Marketer developed Scope of branding Conclusion Marketing Strategy & Product Development 2
  • 3. www.rs4.ca What is Brand 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. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product's perceived value to the customer and thereby increase brand franchise and brand equity . Marketing Strategy & Product Development
  • 4. www.rs4.ca Brand Mantras A brand mantra is an articulation of the “heart and soul” of the brand.  Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values. Nike  Authentic Athletic Performance Indica  More spacious car without extra cost Disney  Fun Family Entertainment Marketing Strategy & Product Development 4
  • 5. www.rs4.ca Scope of Branding Branding is an exciting realm with scope for different categories of branding. Firstly where you take a commodity and brand it. Second category of products is what can be called „quasi brands „. Third category is differentiated. Fourth is very unique products. Fifth category is services. Marketing Strategy & Product Development 5
  • 6. www.rs4.ca Encouraging towards brands Nokia launched a participative campaign to encourage Kolkata knight Riders during IPL. Yahoo! Set up yodel studios in New York, London and Mumbai, and provided contestants with a range of musical tracks with tips on how to yodel Marketing Strategy & Product Development 6
  • 7. www.rs4.ca How Brands Work Brand personalities Branding Trust Brand image Brand relationships Brand equity Marketing Strategy & Product Development 7
  • 8. www.rs4.ca Conclusion In conclusion, brand management has become much more challenging in this rapidly changing world.  Companies that continue to manage their brands as they always have will fall significantly behind or face extinction. Those companies that stay relevant to customers, provide what they want, and engage them in ways that provide wonderful experiences will survive and succeed. Marketing Strategy & Product Development 8
  • 9. www.rs4.ca Source of Information Marketing Strategy & Product Development 9
  • 10. www.rs4.ca Presented by : - Vikas 39 Kumar Marketing Strategy & Product Development 10