Brand Management with Fashionothon

By Fashionothon

What is a brand? Fashionothon

Fashionothon brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors

Fashionothon brand comprises of

Fashionothon Tangible attributes Fashionothon Intangible attributes

Fashionothon TangiblesEg. Fashionothon Fashionothon Product Fashionothon Packaging Fashionothon Labelling Fashionothon Attributes Fashionothon Functional benefits

Fashionothon IntangiblesEg. Fashionothon Fashionothon Quality Fashionothon Emotional benefits Fashionothon Values Fashionothon Culture Fashionothon Image

Fashionothon Brand Mark Fashionothon brand mark is the

part of the brand that appears in the form of symbol, design or distinctive color or lettering. It is recognized by sight but cannot be expressed when a person pronounces the brand name.

Fashionothon Trade Mark Fashionothon trademark is a brand

that has been adopted by a seller and given legal protection. A Trademark for service is called as ………………

Fashionothon Reasons for Branding Fashionothon Sellers

Fashionothon Helps in promotion Fashionothon Easily recognized when

displayed Fashionothon Reduces price comparison Fashionothon Influences customer loyalty Fashionothon Differentiate commodities

Fashionothon Reasons for not Branding Fashionothon Two responsibilities

come with brand ownership: Fashionothon Promoting the brand Fashionothon Maintaining a consistent

quality of output

Many firms do not brand their products because they are unable or unwilling to assume these responsibilities

Fashionothon Desirable characteristics in the name of a brand

Fashionothon Suggests something about the product, particularly its benefits and use e.g….

Fashionothon Be easy to pronounce, spell and remember e.g.…..

Fashionothon Be distinctive Fashionothon Be adaptable to additions to the

product line e.g. McDonald vs. Burger King Fashionothon Be capable of registration and

legal protection. The Lanham Act, 1989

Fashionothon brand name should indicate Fashionothon

Product benefits Product quality Names easy to

remember, recognise, pronounce

Fashionothon Product category

Distinctiveness Should not

indicate poor meanings in other markets or languages

Fashionothon Product Counterfeiting

Fashionothon It is the process in which some unscrupulous manufacturers engage in product counterfeiting by placing a highly regarded brand on their offering, disregarding the basic fact they do not own the rights of the brand e.g. …pirated goods

Fashionothon Brand Identity

Fashionothon is the marketer’s promise to give a set of features, benefits and services consistently

Fashionothon Brand Building

Fashionothon Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch

Fashionothon What kind of activities?Eg. Fashionothon Fashionothon Product development Fashionothon Packaging Fashionothon Advertising Fashionothon Promotion Fashionothon Sales and

distribution

Fashionothon Brand Equity

Fashionothon When a commodity becomes a brand, it is said to have equity. Those advantages which a Brand enjoys because it is a Brand

Fashionothon What is brand equity?

Fashionothon The premium it can command in the market

Fashionothon Difference between the perceived value and the intrinsic value

Fashionothon Types of Brand Equity

Fashionothon Cost Based Historical Cost Replacement Cost Market Value Method Brand Contribution Method

Fashionothon Price Based Fashionothon Consumer Based

Fashionothon What happens when equity increases?

Commodity Brand Power Brands

Presence+

Personality

Fashionothon What happens when brands have high equity? Fashionothon The company can have

more leverage with the trade Fashionothon The company can

charge a premium on their product Fashionothon The company can have

more brand extensions Fashionothon The company can have

some defense against price competition

Fashionothon Brand Loyalty Pyramid

111?

Fashionothon Find out on your own

Fashionothon How does one build brands? Fashionothon Distinguishing it

from others – value proposition Fashionothon Brand promise must

match brand delivery

Fashionothon The value proposition

Fashionothon Broad positioning Fashionothon Specific positioning Fashionothon Value positioning

Fashionothon Creating the brand Fashionothon Choosing a brand

name Fashionothon Develop rich

associations and promises Fashionothon Managing customer

brand contact to meet and exceed expectations

Fashionothon Brand Associations Fashionothon owned word Fashionothon Slogans Fashionothon Colours Fashionothon Symbols and logos

Fashionothon Brand Status

Step up advertising

FAMILIARITY

ESTEEM

New Product Or Product should be phased out

Cash Cow.Need toSustain brand building activities

Troubled brand Product upgradation required

Fashionothon Brand ambassadors Fashionothon Giving a face and

personality to the brand that is expected to be rubbed off from the brand ambassador

Fashionothon Brand Pitfalls Fashionothon Brand experience

must match brand image Fashionothon Calls for managing

every brand contact

Fashionothon Fashionothon