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Lecture 2 Brand Management

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Nagesh Pai
Nagesh Pai
NegóciosEconomia e finanças
1 de 17
Brand Management PT MBA – Trimester III – Year 1 Lecture 2
Coming up… ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
Brands ,[object Object],[object Object],Pears soap was the first registered brand as per Unilever JWT first introduced trademark advertising in 1900 through a house advert Awareness, Reputation, Prominence in market Careful selection of brand elements
Brand v/s products ,[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 = Product + customer perception +performance + brand name + company Ref: Strategic Brand Mgmt. – Kevin Kelly
Role of brands – for Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
Role for Manufacturer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
3 important questions How can Brand Equity be created? Ref: Strategic Brand Mgmt. – Kevin Kelly How can Brand Equity be measured? How can Brand Equity be used to expand Business opportunities?
Strategic Brand Management ,[object Object],Identify and Establish Brand Positioning and Values Plan and implement Brand Marketing Programs Measure and Interpret Brand Performance Grow and sustain Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
Strategic Brand Management ,[object Object],[object Object],[object Object],[object Object],Identify and Establish Brand Positioning and Values Plan and implement Brand Marketing Programs Measure and Interpret Brand Performance Grow and sustain Brand Equity ,[object Object],[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
Building Customer-Based Brand Equity 1. Brand building tools and objectives 2. Consumer knowledge effects 3. Branding Benefits Ref: Strategic Brand Mgmt. – Kevin Kelly
1. Brand building tools and objectives ,[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],Ref: Strategic Brand Mgmt. – Kevin Kelly
1. Brand building tools and objectives ,[object Object],Product Price Distribution Channels Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
1. Brand building tools and objectives ,[object Object],Company Country of origin Channels of Dist. Other Brands Endorsor Event ,[object Object],[object Object],[object Object],Ref: Strategic Brand Mgmt. – Kevin Kelly
Consumer Knowledge Effects ,[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]
3. Possible outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Customer-based Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Customer Brand Equity ,[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]

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Lecture 2 Brand Management

  • 1. Brand Management PT MBA – Trimester III – Year 1 Lecture 2
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  • 7. 3 important questions How can Brand Equity be created? Ref: Strategic Brand Mgmt. – Kevin Kelly How can Brand Equity be measured? How can Brand Equity be used to expand Business opportunities?
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  • 10. Building Customer-Based Brand Equity 1. Brand building tools and objectives 2. Consumer knowledge effects 3. Branding Benefits Ref: Strategic Brand Mgmt. – Kevin Kelly
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