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    Brand: By: Vinayak Modi

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    Vinayak Modi
    A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding provides benefits to both customers and firms. It reduces risks for customers and investment risk for firms. There are many types of brands across different industries. Brand positioning is designing a company's offer and image to occupy a distinct, valued place in a customer's mind. It involves identifying unique selling propositions, core values and brand essence. Perceptual mapping visually displays customer perceptions of products. Developing a positioning strategy requires determining category membership and communicating unique attributes that competitors do not offer. The bulls eye framework aligns attributes, core values and brand promise.

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    Brand: By: Vinayak Modi

    Uploaded by

    Vinayak Modi
    352 views14 pages
    A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding provides benefits to both customers and firms. It reduces risks for customers and investment risk for firms. There are many types of brands across different industries. Brand positioning is designing a company's offer and image to occupy a distinct, valued place in a customer's mind. It involves identifying unique selling propositions, core values and brand essence. Perceptual mapping visually displays customer perceptions of products. Developing a positioning strategy requires determining category membership and communicating unique attributes that competitors do not offer. The bulls eye framework aligns attributes, core values and brand promise.

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    BRAND THEORY

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    A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding provides benefits to both customers and firms. It reduces risks for customers and investment risk for firms. There are many types of brands across different industries. Brand positioning is designing a company's offer and image to occupy a distinct, valued place in a customer's mind. It involves identifying unique selling propositions, core values and brand essence. Perceptual mapping visually displays customer perceptions of products. Developing a positioning strategy requires determining category membership and communicating unique attributes that competitors do not offer. The bulls eye framework aligns attributes, core values and brand promise.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    352 views14 pages

    Brand: By: Vinayak Modi

    Uploaded by

    Vinayak Modi
    A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding provides benefits to both customers and firms. It reduces risks for customers and investment risk for firms. There are many types of brands across different industries. Brand positioning is designing a company's offer and image to occupy a distinct, valued place in a customer's mind. It involves identifying unique selling propositions, core values and brand essence. Perceptual mapping visually displays customer perceptions of products. Developing a positioning strategy requires determining category membership and communicating unique attributes that competitors do not offer. The bulls eye framework aligns attributes, core values and brand promise.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    BRAND

    By:
    Vinayak Modi
    What is a Brand?
    A Brand is a name, term , sign , symbol or design or a combination of them ,
    intended to identify the goods and services of one seller or a group of sellers
    and to differentiate them from those of competition.
    Blue jeans are products. Levi is a brand.
    PRODUCT BRAND

    A product is that can be offered A brand is a multidimensional


    to market for attention , product that differentiates it in
    acquisition and consumption to some way from products.
    satisfy needs and wants.
    Satisfies needs only at physical Interacts with customers at
    level. Physical , Emotional and
    Psychological level
    BENEFITS OF BRANDING
    BENEFITS TO CUSTOMERS
    • REDUCE THE RISK OF BUYERS
    1. Functional risk
    2. Financial risk
    3. Social risk
    4. Psychological Risk
    5. Time risk
    BENEFITS TO FIRMS

    1. Reduce investment risk


    2. Reduces competitive threats
    3. Attracts distributors
    4. Attracts better employees
    5. Attracts better investments
    6. Can Leverage other brands
    TYPES OF BRANDS
    • FMCG – Lux , Colgate
    • Consumer Durable – Sony , Maruti
    • Lifestyle – Armani , Nakshatra
    • Industrial – Caterpillar , Tata Steel
    • Technology – Nintendo , Microsoft
    • Service – SBS , Airtel
    • Online Brands – Wikipedia , Youtube
    • People – Sachin Tendulkar , Bryan Adams
    • Geographical – Hawaii , Rome
    • Idea and Cause – PETA , Incredible India
    BRAND
    POSITIONING
    CONCEPT OF
    BRAND POSITIONING
    The act of designing the company's offer and image so that
    it occupies a distinct and a valued place in a target
    customers mind is called POSITIONING.
    USP, CORE VALUES AND BRAND ESSENCE
    USP:
    It is a benefit or feature that is offered to the customer which is not offered
    by the competitors.
    Ex- LIC : Cheaper rates , widest distribution.

    CORE VALUES:
    These are those set of abstract associations that characterize the few of the
    most important aspects or dimensions of a brand.
    Example – Trust , security , reliability.
    BRAND ESSENCE-
    It is a promise and provides guidance how the brand should be shaped and
    framed.
    Ex- A true companion of life.
    PERCEPTUAL MAPPING
    Perceptual mapping is a graphics technique used by asset marketers that
    attempts to visually display the perceptions of customers or potential
    customers.

    Perceptual mapping can be used to plot the interrelationships of consumer


    products, industrial goods, institutions AND ETC.
    DEVELOPING AND
    COMMUNICATING A POSITIONING
    STRATEGY

    • COMPETITIVE FRAME OF REFERENCE


    • CATEGORY MEMBERSHIP : Set of products with
    which a brand competes and which function as
    close substitutes.
    • Can be decided based upon the target
    customers
    POPs AND PODs
    POP – The associations that are not unique but share
    common attributes with other brands.
    • Category
    • Competitive

    POD - Those attributes or/and benefits which


    company have but are not found in competitors
    brand.
    ESTABLISHING CATEGORY MEMBERSHIP
    • STRADDLE POSITIONING
    • COMMUNICATING CATEGORY MEMBERSHIP
    1. Announcing category benefits
    2. Comparing to exemplars
    3. Relying on the product descriptor

    CREATING POPs AND PODs


    BULLS EYE FRAMEWORK

    Attributes
    Core Values

    Promise

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