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BRAND REPUTATION – PRESENT AND FUTURE
• Presented By - Sunil Jagwani
Prateek Nilkund
• From -
Vivekanand Education Society’sInstitute of Management Studies
& Research (VESIMSR)
It got attached with goods and services and
developed as a personality.
Became an icon of the company for a long
lasting impact in the mind of the consumer.
What Is A Brand?
• In simple terms brand can be explained as
BRAND = PRODUCT + IMAGE
Branding Then & Now
Then: Ladder Branding
Now: Lattice Branding
SPONTANEOUS SIMULTANEOUS
BOUNDARYLESS
Brand Reputation
• Reputation keeps organizations honest and force them to take definitive actions.
• Brand Reputation is accumulative in nature.
• Both consumers and employees get
into the game.
• Brand Reputation is community driven.
Requires :• Patience : Not built overnight.
• Long term commitment
• Trust of the people.
Why Brand Reputation?
Source - http://www.webershandwick.com/resources/ws/flash/InRepWeTrust.pdf
Source - http://www.webershandwick.com/resources/ws/flash/InRepWeTrust.pdf
BRAND REPUTATION:CURRENT SCENARIO
• CUSTOMER IS THE KING OF THE MARKET
– Deliver what you promise
– Satisfy Existing And Potential Customers
FUTURE SCENARIO
The changing media preference helps in–
1) Visibility for Creating Opportunity
2) Maintaining Reputation, Enhancing Long Lasting Relation
How to maintain Brand Reputation
• Satisfy your Customers
• Maintain the trust
• Keep Improving
Personality as a Brand
Their brand reputation helped to increase the reputation of brands that they endorsed.
• “I’m no longer an individual but a corporate entity. They have invested money in me as a brand. They can recover the money through whatever the brand can do: act, sing, do a concert, endorse a product.”
CONCLUSION• Building brand reputation in present and future can be
summarized as:
Present
Scenario
• Focus on core values - Trust• Extensive use of Technology
Future
Scenario
• Focus on core values - Trust• Online personal brand• Multi-brand to single brand• Extensive use of Technology
BRAND
References
• www.economictimes.indiatimes.com/features/et-slideshows
• www.easydestination.net/blog
• www.business-standard.com/india/news/brand-ipl-comes-undercloud
• www.brandfinance.com
• Branding: Past, Present And Future, by Anders Hampf & Kristi Lindberg- Repo