Brand-Building

Brand-Building - BRAND BUILDING Ms.Geeta Nema Faculty...

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BRAND BUILDING Ms.Geeta Nema Faculty Marketing -------------------------------------------------------------------------------------------- Abstract: Brand building includes every implementation of the brand , once it has defined. It is not focussing on the brand image, but knowing the role of brand in driving choice. It is not just about advertising, but consistently managing the brand at all intersections with the customer.Brand building, as the responsibility of brand management is a continuous cycle of reseach, planning, implementation and control. Creating a new brand begins with reseach and ends it first cycle with the consumer. Thereafter, the cycle begins again, this time focussing on monitoring research as part of the control process to ensure that the brand continues to meet consumers needs. -------------------------------------------------------------------------------------------- The most distinctive skill of professional marketers is their ability to create,
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maintain, protect and enhance brands. “Branding is the art and cornerstone of marketing”. We can define Brand as : A name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A brand can convey various levels of meaning:- 1. Attributes: A brand brings to mind certain attributes. Like- Mercedes suggests expensive , durable, high prestige automobiles. 2.Values: The brand says something about the producers values . Like- Mercedes stand for high performance, safety and prestige. 3. Benefits : Attributes must be translated into functional and emotional benefits. 4. User : The brand suggests the kind of consumer who buys or uses the products .
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BRANDING DECISION: The first decision is whether the company should develop a brand name for its product. The various branding decisions can be explained with the help of following
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This note was uploaded on 05/13/2010 for the course CBA CIM202 taught by Professor Lesrobertson during the Spring '10 term at UBC.

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Brand-Building - BRAND BUILDING Ms.Geeta Nema Faculty...

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