Professional Documents
Culture Documents
Brand 1
Brand 1
BRAND MANAGEMENT
pencil, bread, socks, photocopy paper.? Brands exist because of Perceived risk Perceived risk greater for
Higher priced g&s
Critical g&s like medicines & hospitals
Credence qualities
PRACTICALITY GUARANTEE
OPTIMISATION CHARACTERISATION CONTINUITY HEDONISTIC ETHICAL
To allow savings of time & energy thru identical repurchasing & loyalty To be sure of finding the same quality no matter where or when you buy the product or service
To be sure of buying the best product in its category, the best performer for a particular purpose To have confirmation of your self image or the image that you present to others Satisfaction brought about thru familiarity & intimacy with the brand that you have been consuming for years Satisfaction linked to the attractiveness of the brand, to its logo, to its communication Satisfaction linked to responsible behaviour of brand in relationship to society
Perceived quality +
Evocations + Familiarity, Liking
non-branded product Differential of attraction & loyalty Differential margin coming from economies of scale & also a consequence of being market leader
Thumb rules
Brand is not just a name on a product Its a constant investment in
know-how Remaining reference of quality Implying promise of tangible & intangible benefits
R&D Productivity Total quality control Visibility & proximity in distributors shelves Market research Communication