Brand Management with Fashionothon

By Fashionothon

What is a brand? Fashionothon

Fashionothon brand is a name, term,sign, symbol, design or a combination ofthe above to identify the goods orservice of a seller and differentiate itfrom the rest of the competitors

Fashionothon brand comprises of

Fashionothon Tangible attributes

Fashionothon Intangible attributes

Fashionothon Tangibles

Eg. Fashionothon

Fashionothon Product

Fashionothon Packaging

Fashionothon Labelling

Fashionothon Attributes

Fashionothon Functional benefits

Fashionothon Intangibles

Eg. Fashionothon

Fashionothon Quality

Fashionothon Emotional benefits

Fashionothon Values

Fashionothon Culture

Fashionothon Image

Fashionothon Brand Mark

Fashionothon brand mark is the part ofthe brand that appears in the form ofsymbol, design or distinctive color orlettering. It is recognized by sight butcannot be expressed when a personpronounces the brand name.

Fashionothon Trade Mark

Fashionothon trademark is a brand thathas been adopted by a seller and givenlegal protection. A Trademark forservice 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 whichsome unscrupulous manufacturersengage in product counterfeiting byplacing a highly regarded brand on theiroffering, disregarding the basic factthey do not own the rights of the brande.g. …pirated goods

Fashionothon Brand Identity

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

Fashionothon Brand Building

Fashionothon Involves all theactivities that are necessary tonurture a brand into a healthycash 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 commoditybecomes a brand, it is said to haveequity. Those advantages which aBrand 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

1

1

1?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

E

S

T

E

E

M

New Product

Or Product

should be phased out

Cash Cow.Need to

Sustain 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