Xclusiveoffer with brand management

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Brand Management with Xclusiveoffer

• By Xclusiveoffer

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What is a brand? Xclusiveoffer

• Xclusiveoffer brand is a name, term, sign,
  symbol, design or a combination of the above to
  identify the goods or service of a seller and
  differentiate it from the rest of the competitors

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Xclusiveoffer brand comprises of

• Xclusiveoffer Tangible attributes
• Xclusiveoffer Intangible attributes

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Xclusiveoffer Tangibles

• Eg. Xclusiveoffer
• Xclusiveoffer Product
• Xclusiveoffer Packaging
• Xclusiveoffer Labelling
• Xclusiveoffer Attributes
• Xclusiveoffer Functional benefits

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Xclusiveoffer Intangibles

• Eg. Xclusiveoffer
• Xclusiveoffer Quality
• Xclusiveoffer Emotional benefits
• Xclusiveoffer Values
• Xclusiveoffer Culture
• Xclusiveoffer Image

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Xclusiveoffer Brand Mark

• Xclusiveoffer brand mark is the part of the brand
  that appears in the form of symbol, design or
  distinctive color or lettering. It is recognized
  by sight but cannot be expressed when a person
  pronounces the brand name.

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Xclusiveoffer Trade Mark

• Xclusiveoffer trademark is a brand that has been
  adopted by a seller and given legal protection. A
  Trademark for service is called as

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Xclusiveoffer Reasons for Branding

• Xclusiveoffer Sellers
• Xclusiveoffer Helps in promotion
• Xclusiveoffer Easily recognized when displayed
• Xclusiveoffer Reduces price comparison
• Xclusiveoffer Influences customer loyalty
• Xclusiveoffer Differentiate commodities

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Xclusiveoffer Reasons for not Branding

• Xclusiveoffer Two responsibilities come with
  brand ownership
• Xclusiveoffer Promoting the brand
• Xclusiveoffer Maintaining a consistent quality of
  output
• Many firms do not brand their products
• because they are unable or unwilling to
• assume these responsibilities

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Xclusiveoffer Desirable characteristics in the
name of a brand

• Xclusiveoffer Suggests something about the
  product, particularly its benefits and use e.g.
• Xclusiveoffer Be easy to pronounce, spell and
  remember e.g...
• Xclusiveoffer Be distinctive
• Xclusiveoffer Be adaptable to additions to the
  product line e.g. McDonald vs. Burger King
• Xclusiveoffer Be capable of registration and
  legal protection. The Lanham Act, 1989

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Xclusiveoffer brand name should indicate

• Xclusiveoffer Product category
• Distinctiveness
• Should not indicate poor meanings in other
  markets or languages

• Xclusiveoffer Product benefits
• Product quality
• Names easy to remember, recognise, pronounce

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Xclusiveoffer Product Counterfeiting

• Xclusiveoffer It is the process in which some
  unscrupulous manufacturers engage in product
  counterfeiting by placing a highly regarded brand
  on their offering, disregarding the basic fact
  they do not own the rights of the brand e.g.
  pirated goods

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Xclusiveoffer Brand Identity

• Xclusiveoffer is the marketers promise to give a
  set of features, benefits and services
  consistently

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Xclusiveoffer Brand Building

• Xclusiveoffer Involves all the activities that
  are necessary to nurture a brand into a healthy
  cash flow stream after launch

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Xclusiveoffer What kind of activities?

• Eg. Xclusiveoffer
• Xclusiveoffer Product development
• Xclusiveoffer Packaging
• Xclusiveoffer Advertising
• Xclusiveoffer Promotion
• Xclusiveoffer Sales and distribution

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Xclusiveoffer Brand Equity

• Xclusiveoffer When a commodity becomes a brand,
  it is said to have equity. Those advantages which
  a Brand enjoys because it is a Brand

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Xclusiveoffer What is brand equity?

• Xclusiveoffer The premium it can command in the
  market
• Xclusiveoffer Difference between the perceived
  value and the intrinsic value

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Xclusiveoffer Types of Brand Equity

• Xclusiveoffer Cost Based
• Historical Cost
• Replacement Cost
• Market Value Method
• Brand Contribution Method
• Xclusiveoffer Price Based
• Xclusiveoffer Consumer Based

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Xclusiveoffer What happens when equity increases?
Commodity
Brand
Power Brands
Presence

Personality
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Xclusiveoffer What happens when brands have high
equity?

• Xclusiveoffer The company can have more leverage
  with the trade
• Xclusiveoffer The company can charge a premium on
  their product
• Xclusiveoffer The company can have more brand
  extensions
• Xclusiveoffer The company can have some defense
  against price competition

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Xclusiveoffer Brand Loyalty Pyramid
111
?
Xclusiveoffer Find out on your own
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Xclusiveoffer How does one build brands?

• Xclusiveoffer Distinguishing it from others
  value proposition
• Xclusiveoffer Brand promise must match brand
  delivery

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Xclusiveoffer The value proposition

• Xclusiveoffer Broad positioning
• Xclusiveoffer Specific positioning
• Xclusiveoffer Value positioning

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Xclusiveoffer Creating the brand

• Xclusiveoffer Choosing a brand name
• Xclusiveoffer Develop rich associations and
  promises
• Xclusiveoffer Managing customer brand contact to
  meet and exceed expectations

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Xclusiveoffer Brand Associations

• Xclusiveoffer owned word
• Xclusiveoffer Slogans
• Xclusiveoffer Colours
• Xclusiveoffer Symbols and logos

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Xclusiveoffer Brand Status
E S T E E M


Step up advertising
Cash Cow.Need to Sustain brand building
activities
Troubled brand Product upgradation
required
New Product Or Product should be phased
out
FAMILIARITY
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Xclusiveoffer Brand ambassadors

• Xclusiveoffer Giving a face and personality to
  the brand that is expected to be rubbed off from
  the brand ambassador

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Xclusiveoffer Brand Pitfalls

• Xclusiveoffer Brand experience must match brand
  image
• Xclusiveoffer Calls for managing every brand
  contact

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Xclusiveoffer

• Xclusiveoffer