SlideShare uma empresa Scribd logo

167714 633736684762918750

•Transferir como PPT, PDF•
•
D
dcsastudent
NegóciosEducação
1 de 19
Brand and Branding Jean – Noel Kapferer
Branding dilemma ,[object Object],[object Object],[object Object],Brand identity Perspectives of Marketer Brand image Perspectives of Consumer
Brand name ,[object Object],[object Object],[object Object]
Product logic(marketing mix) to brand logic (meaning and value) Product Brand
Brand identity prism
Brand Culture Shared,Stories, images & associations The Firm Popular Culture Influencers Customers Brand Stories Brand Stories Brand Stories Brand Stories Brand Culture - Authors Douglas B.Holt
Brand value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND ARCHITECTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Brand Strategy ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object]
Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure
Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage
Adapting to Market Brand style Brand Kernel Brand themes
[object Object],[object Object],[object Object]
Thank You

Recomendados

BRAND CRISIS
BRAND CRISIS BRAND CRISIS
BRAND CRISIS Sweta Leena Panda
 
Branding strategies
Branding strategiesBranding strategies
Branding strategiesTaslima Mujawar
 
Challenges & opprtunities in brand extensions
Challenges & opprtunities in brand extensionsChallenges & opprtunities in brand extensions
Challenges & opprtunities in brand extensionsKhushbu Bhardwaj
 
Brand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & IdentityBrand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & IdentityProject X Brand Lab
 
Brand Extensions 09
Brand Extensions 09Brand Extensions 09
Brand Extensions 09ravindra.tiwari87
 
Branding strategy
Branding strategyBranding strategy
Branding strategyIndranil Bhattacharjee
 
Brand Extension- Virgin
Brand Extension- VirginBrand Extension- Virgin
Brand Extension- VirginShubham Vijay
 
Brand extension product management
Brand extension product managementBrand extension product management
Brand extension product managementLeni Ithindi
 

Recomendados

BRAND CRISIS
BRAND CRISIS BRAND CRISIS
BRAND CRISIS Sweta Leena Panda
 
Branding strategies
Branding strategiesBranding strategies
Branding strategiesTaslima Mujawar
 
Challenges & opprtunities in brand extensions
Challenges & opprtunities in brand extensionsChallenges & opprtunities in brand extensions
Challenges & opprtunities in brand extensionsKhushbu Bhardwaj
 
Brand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & IdentityBrand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & IdentityProject X Brand Lab
 
Brand Extensions 09
Brand Extensions 09Brand Extensions 09
Brand Extensions 09ravindra.tiwari87
 
Branding strategy
Branding strategyBranding strategy
Branding strategyIndranil Bhattacharjee
 
Brand Extension- Virgin
Brand Extension- VirginBrand Extension- Virgin
Brand Extension- VirginShubham Vijay
 
Brand extension product management
Brand extension product managementBrand extension product management
Brand extension product managementLeni Ithindi
 
Branding
BrandingBranding
Brandingbrywar93
 
Branding
Branding Branding
Branding ICFAI Business School
 
Brand architecture
Brand architectureBrand architecture
Brand architecturezender1
 
Brand Management
Brand ManagementBrand Management
Brand ManagementJisjissyChandran
 
MANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEAshish Hande
 
Single n umbrella branding
Single n umbrella brandingSingle n umbrella branding
Single n umbrella brandingSarah Mary Mathew
 
Keller sbm3 13
Keller sbm3 13Keller sbm3 13
Keller sbm3 13Mamun Mozid PGDHRM, CSCM
 
Managing brands over time Leroy J. Ebert
Managing brands over time Leroy J. EbertManaging brands over time Leroy J. Ebert
Managing brands over time Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
 
Branding strategies
Branding strategiesBranding strategies
Branding strategiesSaxbee Consultants
 
Branding
BrandingBranding
BrandingSMART LEARNING -SEE YOUR WORLD IN DIFFRENT WAY
 
Introduction to brands 2
Introduction to brands 2Introduction to brands 2
Introduction to brands 2itsupportasl
 
Keller sbm3 05
Keller sbm3 05Keller sbm3 05
Keller sbm3 05Mansi Nandani
 
Brand portfolio strategy
Brand portfolio strategyBrand portfolio strategy
Brand portfolio strategyDavid Rogers
 
what is brand building-pdf
what is brand building-pdfwhat is brand building-pdf
what is brand building-pdfAnton Kraly
 
Branding challenges
Branding challengesBranding challenges
Branding challengesJoydeep Hazarika
 
Branding decisions
Branding decisionsBranding decisions
Branding decisionsKriace Ward
 
BRAND MANAGEMENT COURSE
BRAND MANAGEMENT COURSEBRAND MANAGEMENT COURSE
BRAND MANAGEMENT COURSENgo Binh
 
Line & brand extension
Line & brand extensionLine & brand extension
Line & brand extensionpriyank singh
 
Segmentation Targeting and Positioning
Segmentation Targeting and PositioningSegmentation Targeting and Positioning
Segmentation Targeting and PositioningMadhusudan Partani
 
Do brand personality scales really measure brand personality?
Do brand personality scales really measure brand personality?Do brand personality scales really measure brand personality?
Do brand personality scales really measure brand personality?Hendy Mustiko Aji
 
David Hackworthy 01nov2010
David Hackworthy 01nov2010David Hackworthy 01nov2010
David Hackworthy 01nov2010Account Planning Group
 
Brand identity prism kepferer model
Brand identity prism kepferer modelBrand identity prism kepferer model
Brand identity prism kepferer modelSabil Ahammed
 

Mais conteúdo relacionado

Mais procurados

Brand architecture
Brand architectureBrand architecture
Brand architecturezender1
 
MANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEAshish Hande
 
Introduction to brands 2
Introduction to brands 2Introduction to brands 2
Introduction to brands 2itsupportasl
 
Brand portfolio strategy
Brand portfolio strategyBrand portfolio strategy
Brand portfolio strategyDavid Rogers
 
what is brand building-pdf
what is brand building-pdfwhat is brand building-pdf
what is brand building-pdfAnton Kraly
 
Branding decisions
Branding decisionsBranding decisions
Branding decisionsKriace Ward
 
BRAND MANAGEMENT COURSE
BRAND MANAGEMENT COURSEBRAND MANAGEMENT COURSE
BRAND MANAGEMENT COURSENgo Binh
 
Line & brand extension
Line & brand extensionLine & brand extension
Line & brand extensionpriyank singh
 
Segmentation Targeting and Positioning
Segmentation Targeting and PositioningSegmentation Targeting and Positioning
Segmentation Targeting and PositioningMadhusudan Partani
 

Mais procurados (19)

Branding
BrandingBranding
Branding
 
Branding
Branding Branding
Branding
 
Brand architecture
Brand architectureBrand architecture
Brand architecture
 
Brand Management
Brand ManagementBrand Management
Brand Management
 
MANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
MANAGING BRANDS OVER TIME
 
Single n umbrella branding
Single n umbrella brandingSingle n umbrella branding
Single n umbrella branding
 
Keller sbm3 13
Keller sbm3 13Keller sbm3 13
Keller sbm3 13
 
Managing brands over time Leroy J. Ebert
Managing brands over time Leroy J. EbertManaging brands over time Leroy J. Ebert
Managing brands over time Leroy J. Ebert
 
Branding strategies
Branding strategiesBranding strategies
Branding strategies
 
Branding
BrandingBranding
Branding
 
Introduction to brands 2
Introduction to brands 2Introduction to brands 2
Introduction to brands 2
 
Keller sbm3 05
Keller sbm3 05Keller sbm3 05
Keller sbm3 05
 
Brand portfolio strategy
Brand portfolio strategyBrand portfolio strategy
Brand portfolio strategy
 
what is brand building-pdf
what is brand building-pdfwhat is brand building-pdf
what is brand building-pdf
 
Branding challenges
Branding challengesBranding challenges
Branding challenges
 
Branding decisions
Branding decisionsBranding decisions
Branding decisions
 
BRAND MANAGEMENT COURSE
BRAND MANAGEMENT COURSEBRAND MANAGEMENT COURSE
BRAND MANAGEMENT COURSE
 
Line & brand extension
Line & brand extensionLine & brand extension
Line & brand extension
 
Segmentation Targeting and Positioning
Segmentation Targeting and PositioningSegmentation Targeting and Positioning
Segmentation Targeting and Positioning
 

Destaque

Do brand personality scales really measure brand personality?
Do brand personality scales really measure brand personality?Do brand personality scales really measure brand personality?
Do brand personality scales really measure brand personality?Hendy Mustiko Aji
 
Brand identity prism kepferer model
Brand identity prism kepferer modelBrand identity prism kepferer model
Brand identity prism kepferer modelSabil Ahammed
 
Brand And Brand Identity
Brand And Brand IdentityBrand And Brand Identity
Brand And Brand IdentityDetavio Samuels
 
LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017
LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017
LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017MEDIA.figaro
 
What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) Joseph Chimkupete
 
Defining Brand Identity
Defining Brand IdentityDefining Brand Identity
Defining Brand IdentityCarol Phillips
 
Kapferer Brand identity Prism
Kapferer Brand identity PrismKapferer Brand identity Prism
Kapferer Brand identity PrismZeynep Çıkın
 
Kapferer Model Brand Identity Prism
Kapferer Model Brand Identity PrismKapferer Model Brand Identity Prism
Kapferer Model Brand Identity Prismnitin59
 

Destaque (9)

Do brand personality scales really measure brand personality?
Do brand personality scales really measure brand personality?Do brand personality scales really measure brand personality?
Do brand personality scales really measure brand personality?
 
David Hackworthy 01nov2010
David Hackworthy 01nov2010David Hackworthy 01nov2010
David Hackworthy 01nov2010
 
Brand identity prism kepferer model
Brand identity prism kepferer modelBrand identity prism kepferer model
Brand identity prism kepferer model
 
Brand And Brand Identity
Brand And Brand IdentityBrand And Brand Identity
Brand And Brand Identity
 
LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017
LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017
LuxBox MEDIA.figaro LuxLiberty 17 janvier 2017
 
What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM) What is Brand identity (BRAND IDENTITY PRISM)
What is Brand identity (BRAND IDENTITY PRISM)
 
Defining Brand Identity
Defining Brand IdentityDefining Brand Identity
Defining Brand Identity
 
Kapferer Brand identity Prism
Kapferer Brand identity PrismKapferer Brand identity Prism
Kapferer Brand identity Prism
 
Kapferer Model Brand Identity Prism
Kapferer Model Brand Identity PrismKapferer Model Brand Identity Prism
Kapferer Model Brand Identity Prism
 

Semelhante a 167714 633736684762918750

Branding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerBranding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerChoudhry Asad
 
ABM Session 9.pptx
ABM Session 9.pptxABM Session 9.pptx
ABM Session 9.pptxtamishgupta3
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Gobind Raj Aulakh
 
Brand advertising
Brand advertisingBrand advertising
Brand advertisingdeewakar
 
Strategic Design
Strategic DesignStrategic Design
Strategic Designlodaya
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingbikram120
 
Fundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad NasirFundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad NasirMuhammad Nasir
 
Product and Brand Management unit - 1
Product and Brand Management unit - 1Product and Brand Management unit - 1
Product and Brand Management unit - 1Balasri Kamarapu
 
Branding.pptx maeketing mamagement presentation
Branding.pptx maeketing mamagement presentationBranding.pptx maeketing mamagement presentation
Branding.pptx maeketing mamagement presentationPriyanshuSingh578922
 
Brand Communication.pptx
Brand Communication.pptxBrand Communication.pptx
Brand Communication.pptxHitesh435408
 
Sources Of Brand Equity
Sources Of Brand EquitySources Of Brand Equity
Sources Of Brand Equitywizkidrx
 
Customer based brand equity model
Customer based brand equity model Customer based brand equity model
Customer based brand equity model Soroush Mosavati
 

Semelhante a 167714 633736684762918750 (20)

Brand
BrandBrand
Brand
 
Brand management unit 1
Brand management unit 1Brand management unit 1
Brand management unit 1
 
Branding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler KellerBranding and Brand Positioning / Marketing Management By Kotler Keller
Branding and Brand Positioning / Marketing Management By Kotler Keller
 
Pbm E L
Pbm E LPbm E L
Pbm E L
 
ABM Session 9.pptx
ABM Session 9.pptxABM Session 9.pptx
ABM Session 9.pptx
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
 
Mm.08.10 deleted
Mm.08.10 deletedMm.08.10 deleted
Mm.08.10 deleted
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Strategic Design
Strategic DesignStrategic Design
Strategic Design
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Brands
BrandsBrands
Brands
 
Brand
BrandBrand
Brand
 
Fundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad NasirFundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad Nasir
 
Product and Brand Management unit - 1
Product and Brand Management unit - 1Product and Brand Management unit - 1
Product and Brand Management unit - 1
 
Types of brand
Types of brandTypes of brand
Types of brand
 
Branding.pptx maeketing mamagement presentation
Branding.pptx maeketing mamagement presentationBranding.pptx maeketing mamagement presentation
Branding.pptx maeketing mamagement presentation
 
Brand Communication.pptx
Brand Communication.pptxBrand Communication.pptx
Brand Communication.pptx
 
Sources Of Brand Equity
Sources Of Brand EquitySources Of Brand Equity
Sources Of Brand Equity
 
Customer based brand equity model
Customer based brand equity model Customer based brand equity model
Customer based brand equity model
 

Mais de dcsastudent

Rural Management Ppt On Coke
Rural Management Ppt On CokeRural Management Ppt On Coke
Rural Management Ppt On Cokedcsastudent
 
75007 Product Management
75007 Product Management75007 Product Management
75007 Product Managementdcsastudent
 
Channel Management Abs M&S
Channel Management Abs M&SChannel Management Abs M&S
Channel Management Abs M&Sdcsastudent
 
Selection And Appointment
Selection And AppointmentSelection And Appointment
Selection And Appointmentdcsastudent
 
Motivating And Compensating Channel Members
Motivating And Compensating Channel MembersMotivating And Compensating Channel Members
Motivating And Compensating Channel Membersdcsastudent
 
Logistics System
Logistics SystemLogistics System
Logistics Systemdcsastudent
 
Physical Distribution Decision Areas
Physical Distribution Decision AreasPhysical Distribution Decision Areas
Physical Distribution Decision Areasdcsastudent
 
Segmentation & Targeting
Segmentation & TargetingSegmentation & Targeting
Segmentation & Targetingdcsastudent
 
Channel Management
Channel ManagementChannel Management
Channel Managementdcsastudent
 
Mba[1][1].Mns.2.12.8
Mba[1][1].Mns.2.12.8Mba[1][1].Mns.2.12.8
Mba[1][1].Mns.2.12.8dcsastudent
 

Mais de dcsastudent (20)

Rural Management Ppt On Coke
Rural Management Ppt On CokeRural Management Ppt On Coke
Rural Management Ppt On Coke
 
75007 Product Management
75007 Product Management75007 Product Management
75007 Product Management
 
Dlm Module 1 &2
Dlm Module 1 &2Dlm Module 1 &2
Dlm Module 1 &2
 
Channel Management Abs M&S
Channel Management Abs M&SChannel Management Abs M&S
Channel Management Abs M&S
 
Intro
IntroIntro
Intro
 
Selection And Appointment
Selection And AppointmentSelection And Appointment
Selection And Appointment
 
Motivating And Compensating Channel Members
Motivating And Compensating Channel MembersMotivating And Compensating Channel Members
Motivating And Compensating Channel Members
 
Warehousing
WarehousingWarehousing
Warehousing
 
Logistics System
Logistics SystemLogistics System
Logistics System
 
Transportation
TransportationTransportation
Transportation
 
Physical Distribution Decision Areas
Physical Distribution Decision AreasPhysical Distribution Decision Areas
Physical Distribution Decision Areas
 
Segmentation & Targeting
Segmentation & TargetingSegmentation & Targeting
Segmentation & Targeting
 
C6d80 Dlm Mod 1
C6d80 Dlm Mod 1C6d80 Dlm Mod 1
C6d80 Dlm Mod 1
 
Channel Management
Channel ManagementChannel Management
Channel Management
 
Dlm Mod 1
Dlm Mod 1Dlm Mod 1
Dlm Mod 1
 
Dlm
DlmDlm
Dlm
 
Mba[1][1].Mns.2.12.8
Mba[1][1].Mns.2.12.8Mba[1][1].Mns.2.12.8
Mba[1][1].Mns.2.12.8
 
Dlm Mod 2
Dlm Mod 2Dlm Mod 2
Dlm Mod 2
 
53601dlm Mod 2
53601dlm Mod 253601dlm Mod 2
53601dlm Mod 2
 
Npd
NpdNpd
Npd
 

Último

Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsStefan Wolpers
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...Khaled Al Awadi
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfomnme1
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowMiriam Robeson
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfAgusHalim9
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsAlejandro Cremades
 
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...brennadilys816
 
zidauu _business communication.pptx /pdf
zidauu _business communication.pptx /pdfzidauu _business communication.pptx /pdf
zidauu _business communication.pptx /pdfzukhrafshabbir
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxSaksham Gupta
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfHolger Mueller
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseirhcs
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesHaseebBashir5
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfmstarkes24
 
stock price prediction using machine learning
stock price prediction using machine learningstock price prediction using machine learning
stock price prediction using machine learninggauravwankar27
 
hyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementshyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementsirhcs
 
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFRATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFCaitlinCummins3
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Alejandro Cremades
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?Alejandro Cremades
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfMont Surfaces
 

Último (20)

Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & Transformations
 
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
NewBase 17 May 2024 Energy News issue - 1725 by Khaled Al Awadi_compresse...
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to Know
 
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdfDaftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
Daftar Rumpun, Pohon, dan Cabang Ilmu (2024).pdf
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for Startups
 
(推特）Twitter账号批发(自助购买网址🎉top233.com🎉)
(推特）Twitter账号批发(自助购买网址🎉top233.com🎉)(推特）Twitter账号批发(自助购买网址🎉top233.com🎉)
(推特）Twitter账号批发(自助购买网址🎉top233.com🎉)
 
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
 
zidauu _business communication.pptx /pdf
zidauu _business communication.pptx /pdfzidauu _business communication.pptx /pdf
zidauu _business communication.pptx /pdf
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO Services
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdf
 
stock price prediction using machine learning
stock price prediction using machine learningstock price prediction using machine learning
stock price prediction using machine learning
 
hyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementshyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statements
 
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODFRATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
RATINGS OF EACH VIDEO FOR UNI PROJECT IWDSFODF
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 

167714 633736684762918750

  • 1. Brand and Branding Jean – Noel Kapferer
  • 2.
  • 3.
  • 4. Product logic(marketing mix) to brand logic (meaning and value) Product Brand
  • 6. Brand Culture Shared,Stories, images & associations The Firm Popular Culture Influencers Customers Brand Stories Brand Stories Brand Stories Brand Stories Brand Culture - Authors Douglas B.Holt
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure
  • 16. Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage
  • 17. Adapting to Market Brand style Brand Kernel Brand themes
  • 18.