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    Research For Building International Brand: Presented by Amarjeet Sushil Kumar Bikash Bhagat Chandan Pratap Singh

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    Vipin Singh
    This document discusses research on building international brands. It begins by defining brand building as activities that nurture a brand into a profitable stream for the company. It notes that advertising helps build brands by contributing to how consumers view the brand. The document then discusses brand equity, how to measure it, and what powerful brands have over others - a distinctive product, delivering on promises, and personality and presence internationally. It lists tangible and intangible aspects of brand equity and the importance of value propositions, choosing the right brand name, and using brand ambassadors to represent the brand's personality. Finally, it provides a diagram showing brand status based on familiarity and esteem.

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    Research For Building International Brand: Presented by Amarjeet Sushil Kumar Bikash Bhagat Chandan Pratap Singh

    Uploaded by

    Vipin Singh
    38 views17 pages
    This document discusses research on building international brands. It begins by defining brand building as activities that nurture a brand into a profitable stream for the company. It notes that advertising helps build brands by contributing to how consumers view the brand. The document then discusses brand equity, how to measure it, and what powerful brands have over others - a distinctive product, delivering on promises, and personality and presence internationally. It lists tangible and intangible aspects of brand equity and the importance of value propositions, choosing the right brand name, and using brand ambassadors to represent the brand's personality. Finally, it provides a diagram showing brand status based on familiarity and esteem.

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    Brand Building FINAL

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    This document discusses research on building international brands. It begins by defining brand building as activities that nurture a brand into a profitable stream for the company. It notes that advertising helps build brands by contributing to how consumers view the brand. The document then discusses brand equity, how to measure it, and what powerful brands have over others - a distinctive product, delivering on promises, and personality and presence internationally. It lists tangible and intangible aspects of brand equity and the importance of value propositions, choosing the right brand name, and using brand ambassadors to represent the brand's personality. Finally, it provides a diagram showing brand status based on familiarity and esteem.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    38 views17 pages

    Research For Building International Brand: Presented by Amarjeet Sushil Kumar Bikash Bhagat Chandan Pratap Singh

    Uploaded by

    Vipin Singh
    This document discusses research on building international brands. It begins by defining brand building as activities that nurture a brand into a profitable stream for the company. It notes that advertising helps build brands by contributing to how consumers view the brand. The document then discusses brand equity, how to measure it, and what powerful brands have over others - a distinctive product, delivering on promises, and personality and presence internationally. It lists tangible and intangible aspects of brand equity and the importance of value propositions, choosing the right brand name, and using brand ambassadors to represent the brand's personality. Finally, it provides a diagram showing brand status based on familiarity and esteem.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 17

    Research For Building International Brand

    Presented By Amarjeet Sushil Kumar Bikash Bhagat Chandan Pratap Singh

    What is Brand building?

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

    Advertising does a lot to help build brands


    Every ad contributes to make the brand what it is in the minds of the consumer David Ogilvy A companys brand is the primary source of its competitive advantage and is a very valuable strategic asset David Aaker

    Brand Equity
    When a commodity becomes a brand, it is said to have equity. It starts with a name and can go up or down depending on the marketing activity that is done by the marketer. A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service.

    How to measure equity?


    The premium a brand can command in the market The difference between the intrinsic and perceived value of the product

    What do power brands have that others dont?


    A distinctive product Delivering brand promise Personality and presence

    Personality
    Emotional bond with the customer Generates relationships measurably stronger than ordinary brands

    Presence
    Seem to be present everywhere, enforcing distinctiveness National/international scale Successful brand extensions Multiple concept and channels

    Tangibles of brand equity


    Shape Colour Size Models Price Features Benefits Grades

    Intangibles of brand equity


    Company name Brand name Slogan and its underlying associations Perceived quality Brand awareness Customer base Trademarks and patents Channel relationships Customer loyalty Customer confidence Competitive advantage

    Value Proposition
    Broad positioning Specific positioning Value positioning

    Creating the brand


    Choosing brand name Developing rich associations and promises Manage customer brand contacts to meet and exceed customer expectations

    Choosing a brand name


    What does it mean? What performance/ expectations/ associations does it evoke? What degree of preference does it create?

    Brand names should denote


    Product benefits Product quality Be easy to pronounce/remember/recognise Be distinctive Not have poor meanings in other countries or languages

    Brand Ambassadors
    These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therfore the brand and choice of the ambassador must fit.

    Brand Status
    Step up advertising
    Esteem

    Cash cow. Need to sustain brand building activities Troubled brand. Product upgradation required

    Product should be phased out

    Familiarity

    THANK YOU

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