Professional Documents
Culture Documents
Brand Module 1
Brand Module 1
Brand Module 1
MANAGEMENT
- Prof. RAMKI
MODULE – 1
WHAT IS 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 competitors –
American Marketing Association (AMA)
RAMKI
PRODUCTS v/s BRANDS
Generic Unique Distinct
Can’t Be Copied
Easy to Copy
Emotional, Functional
Functional
Conceptual, Perceived
Concrete, Rational
Relationship Oriented
Transaction Oriented
Describes “WHAT &
Describes “WHAT” WHO”
EXAMPLE
Coke
A refreshing Pepsi
effervescent, sugary
carbonated beverage Young, youthful, aspirations, trendy,
more cut of Life, next generation
Thumps – Up
Product + + = Brand
Identity