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8/11/2019 Brand Management MARKETING
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BRAND MANAGEMENT
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A brandis a name, term, sign, symbol ordesign, or a combination of them,
intended to identify the goods or services
of one seller or group of sellers and todifferentiate them from those of
competitors.
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Identify the maker Simplify product handling
Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
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Improved
perceptions ofproduct performance
Greater loyalty Less vulnerability to
competitive
marketing actions
Less vulnerability tocrises
Larger margins
More inelasticconsumer response
Greater tradecooperation
Increased marketing
communications
effectiveness Possible licensing
opportunities
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Branding is endowing products andservices with the
power of the brand.
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Brand equityis the added valueendowed on products and services, which
may be reflected in the way consumers,think, feel, and act with respect to the
brand.
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Brand Asset Valuator (BAV)
Brandz
Brand Resonance
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Brand audits Brand tracking
Brand valuation
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Brand reinforcement Brand revitalization
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A brand promiseis the marketers vision of
what the brand must be and do for
consumers.
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Brand names Slogans
Characters
Symbols Logos
URLs
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Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
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Knowledge
Thoughts
Experiences
Beliefs Images
Feelings
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Choose the right moment Link internal and external marketing
Bring the brand alive for employees
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Develop new brand elements Apply existing brand elements
Use a combination of old and new
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Flankers Cash cows
Low-end, entry-level High-end prestige
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BRAND MANAGEMENT
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Points-of-difference
Attributes or benefits
consumers strongly
associate with a brand,positively evaluate, andbelieve they could not
find to the same extent
with a competitivebrand
Points-of-parityAssociations that are
not necessarily unique
to the brand but may be
shared with other
brands
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Desirable
Deliverable
Differentiating
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Communicate
Simplify
Inspire
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Announcing category benefits Comparing to exemplars
Relying on the product descriptor
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Low-price vs. High
quality Taste vs. Low
calories Nutritious vs. Good
tasting
Efficacious vs. Mild
Powerful vs. Safe
Strong vs. Refined Ubiquitous vs.
Exclusive Varied vs. Simple
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Employee
Channel
Image
Services
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Strong culture
Communication style
Emotional hook
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