Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and

manage brand equity. 1.

Identifying and developing brand plans: (Mental maps, Competitive frame of reference, Points-of-parity and points-of- difference, Core brand associations,
Brand mantra) •The brand positioning model describes how to guide integrated marketing to maximize competitive advantages. • The brand resonance model
describes how to create intense, activity loyalty relationships with customers. • The brand value chain is a means to trace the value creation process for brands,
to better understand the financial impact of brand marketing expenditures and investments. 2. Designing and implementing brand marketing programs:
•Choosing Brand Elements (brand names, URLs, logos, symbols, characters, packaging, and slogans) •Integrating the Brand into Marketing Activities and the
Supporting Marketing Program •Leveraging Secondary Associations (Linking brands to a secondary association with company, countries or other
geographical regions, and channels of distribution, as well as to other brands, characters, spokespeople, sporting or cultural events, or some other third-party
sources) 3. Measuring and interpreting brand performance (conducting brand audits, designing brand tracking studies, and establishing a brand equity
management system) 4. Growing and sustaining brand equity. (Defining Brand Architecture, Managing Brand Equity over Time, Managing Brand Equity over
Geographic Boundaries, Cultures, and Market Segments.) || Brand Identity • A unique set of associations that the organizations aspire to create and maintain
in the minds of the customers • These associations represents what brand stands for and imply a promise to customers from the organization • Brand Identity
can be put forward by : – Logo – Signs – Slogans – Symbols – Organization vision and mission – Website – Mascot – Product range – Usage. • Brand as a
product – Focus on the product is the centre of brand identity – Fosters the desirable and feasible associations – Perspective includes • Product scope (Lakme-
beauty products; Kwality walls- icecreams) • Country of origin (German cars, BMW, Volkswagon) • Quality (Gillete: best a man can get) • Users (high end
users, economy users; Bangur cement- sasta nahi sabse accha) • Brand as a symbol – Strong symbol can increase brand recall and recognition • Nike swoosh
• Hamara bajaj • Brand as an organization – Focuses on attributes of the organization rather than the product or the service – Includes organization
association (Innovative, customer centric, reliable) – Umbrella brands, establishes that all the products offer the same quality and assurance (Tata, Nestle) •
Brand as a person – Set of human characteristics that can be associated with the product – Characteristics like gender, age and traits like honesty, integrity,
ruggedness, sophistication, concern, warmth etc. – Can be a vehicle for customers to express their (desired) identity • Harley Davidson- Masculine, macho,
freedom seeking – Brand personality can be basis of the relationship between brand and customers • Insurance company- friendly, honest and helpful
personality – Communicates the brand attributes • MRF muscleman shows strength of the product. || Brand Personality • Personification of the brand identity
• “What will happen if brand becomes a person” • Identification as person, animals, visual images and colours which are in resonance with a company’s
identified brand brief. || Brand Image • A unique bundle of associations within the minds of target customers • It is a set of beliefs held about a specific brand
(BMW- luxury, power; Starbucks- warmth, comfort) • Formed on the basis of subjective perceptions of associations that the consumers have about the brand. •
Advantages of a strong positive Brand Image – Having a strong brand image directly impacts the consumer buying behaviour – A positive brand image can
make the decision process easier, thereby promoting a lot of repeat purchases as well as primary purchases – A promising brand image conveys the success of
the product and gives results with increased sales and revenues. • Factors Contributing to Brand Image – Quality of the Product/service – Usability of the
Product/service – Perceived value – Celebrity Endorsements – Durability. || • Brand equity refers to a value premium that a company generates from a
product with a recognizable name when compared to a generic equivalent • Brand Equity is a qualitative measure of the brand’s positive recognition or
goodwill in the minds of the consumers. • Financial based brand equity (FBBE) – Financial brand equity model extracts the brand equity from the firm’s other
assets – market value of the firm is taken into consideration and further the brand equity is extracted from other tangible and intangible assets of the
organization • Customer based brand equity (CBBE) – the power of a brand is all about the perception of the consumers based on their past experience, what
they see, hear and feel about the brand – performance, value proposition, imagery, trust and commitment – “the differential effect that brand knowledge has on
consumer response to the marketing of that brand” • Employee based brand equity (EBBE) – function of employee satisfaction, behaviour, intentions, culture
and a positive word of mouth by the employees – The incremental effect of the brand knowledge on the employee’s work performance is defined as employee
based brand equity. || Brand Building: 1. Brand Name Selection: Effective brand name should be – short, simple, easy to pronounce (Lux, Rin, Vim) – Easy
to recognize and remember – Pleasing when pronounced, should not be a tongue twister (Peugoet) – Not offensive, obscene and negative (Nova, Sunil) – Suits
packaging, advertising and labelling requirements – Contemporary. 2. Brand Association • Brand association are the images and symbols associated with a
brand or a brand benefit • Associations are not “reasons-to-buy” but provide acquaintance and differentiation that’s not replicable – Ting-ting-ta-ding – Nike
swoosh. • Basis of formation of brand associations – Customer’s contact with the organization and it’s employees – Advertisements – Word of mouth publicity
– Price at which the brand is sold – Celebrity/big entity association – Quality of the product – Product class/category to which the brand belongs – POP ( Point
of purchase) displays • Relevant brand association helps an organization to gain goodwill, and obstructs the competitor’s entry into the market. Types of brand
associations – Qualitative • it feels good after having a Pepsi – Quantitative • a little Vim is enough to clean a large number of utensils – Absolute • Wheel
removes stains on clothes – Relative • Nirma does not provide whiteness like Rin does – Negative • Nirma powder fades colored clothes – Positive • Frooti
has a good taste – Generic • any bottled water is Bisleri. • Brand Associations helps in – Brand extensions (Savlon: antiseptic liquid to antiseptic soap,
Fairglow: fairness soap to cream) – Differentiation (Savlon: does not burn; Captain Cook salt: free flowing – Providing core reasons to choose (Burnol: for
burns, Krack: cracks on feet) – Evoke feelings (Colgate: freshness, Santoor: look young) – Evoke favorable attitude (Cadbury’s dairy milk: for all generations)
3. Brand Awareness • Brand awareness is the degree to which consumers precisely associate the brand with the specific product • Brand awareness includes
both brand recognition as well as brand recall – Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked
questions about that brand or when they are shown that specific brand – Brand recall is the potential of customer to recover a brand from his memory when
given the product class/category, needs satisfied by that category or buying scenario as a signal • Aided recall- This means that on mentioning the product
category, the customers recognize your brand from the lists of brands shown. • Top of mind awareness (Unaided brand recall)- This means that on mentioning
the product category, the first brand that customer recalls from his mind is your brand. || Brand Extension • Leveraging the reputation and popularity of the
well-known brand to increase demand for new products (Ponds’s- cold cream and face wash, LG- Television and mobile phones) • Related or unrelated •
Reduces perceived risk • Increases brand image • Acceptance becomes easier • Cost effective • Unrelated brand extension might result in loss of reliability •
Can damage the image if the introduced product is below-par. • Product related (line extension) – giving the consumer more options – cornering more shelf
space – creating some excitement around an old brand – expanding core promise to new users – managing a changed market situation (e.g. Colgate’s Gel
extension fight Close Up) – Reasons: • Unfulfilled need • Upgrading existing customers. • Image-related extensions – consistency between the brand
personality of the parent and the extension – Brand extensions is called to have ‘an image fit’ if the parent brand and the extension are closely linked in the
consumer’s mind – Colgate toothpaste to colgate tooth brushes (oral care) – Dettol antiseptic liquid to dettol antiseptic bath soap (anti-derm) – Image fit needs
to have business fit • Liril soap into talc • Hawkins cookers to masala • Unrelated Extensions – Business ethics translates into extensions – Tata- reliability,
Godrej- Innovation • early entry advantage • quality image • respected family or organization. || Branding Strategies: 1. Product Branding Strategy: Based
on concept of singularity: ‘creates the perception that there is no product in the market like your product’ • Product is promoted exclusively so that it acquires
its own brand image • Product branding allows a brand to acquire exclusivity and differentiation. Advantage are – a brand can be targeted towards a distinct
target market and customer segment – positioning can be precise and unambiguous (Surf excel- stain remover; Wheel- economic cleaner) – can cover an entire
market spectrum by making multiple brand entries (Surf excel, Rin, Wheel) – Company’s reputation is shielded in case the new brand fails to take on the
existing established brand – Company can venture into unrelated product categories (Arial Chips) • Disadvantages – Huge costs involved for branding each
product separately. 2. Line Branding Strategy • Line branding starts with a product and later extends to the complementary products • Complementary
products combine to form a complete whole with a common concept (Lakme is in beauty segment- Lakme winter care lotion) • Seeks to fulfil the
complementary needs surrounding a basic need. Advantages – Line extension – Complementary needs fulfilled – Complementary products can be added
without any much extra costs • Disadvantages – Ease of launch may result in overextension of the product line which might results in weakening of the brand
strength. 3. Range Branding Strategy: Products must emanate from some area of competence • The nature and façade of products may differ from the
outside, but they all share some common competence. Maggi – Range of fast foods – Maggi noodles, sauces, seasonings. 4. Umbrella Branding Strategy: •
Investing in a single brand is less costly than trying to build a number of brands • The brand gives the new product advantages of brand awareness,
associations, and instant goodwill • Tata, Godrej • Low cost, low profit strategy. • Debacle in one product category may influence the products because of
shared identity. 5. Source/ Double Branding Strategy • Hybrid of umbrella brand and product brand strategy • Combines the firm’s name with the product
brand name • Bajaj Chetak, Johnnie Walker Black/Red/Blue Label. Combine product and company image equally. Maruti 800, Maruti Alto. 6. Endorsement
Branding Strategy • Modified version of source branding • Makes the product brand name more significant and the corporate brand name is relegated to a
lesser status. Nestle Kit-kat, Cadbury bournvita, Parle Mangobite. || Factors for choosing branding strategy • Market size – Large markets- awareness can
result in critical mass (product branding) – Small markets- capturing critical mass difficult (shared branding) • Competition – Less competition- less need for
branding (shared) – High competition- higher needs (product, umbrella, endorsement) • Resources – High- product branding – Low- shared branding • Product
newness – New product- not to focus on umbrella branding • Technology/Innovativeness – New technology- product branding. || Brand Architecture: •
Branded house or Monolithic – characterized by a strong, single master brand – brand extensions use the parent’s identity, and generic descriptors – Tata •
House of brands or Pluralistic – This insulates and protects the master brand from brand extensions and in turn protects brands from each other. – P&G –
Ariel, Vicks, Olay, Duracell. • Hybrid or Endorsed – The product or division has a clearly defined market presence, and benefits from the association,
endorsement, and visibility of the parent. – Toyota Corolla, Toyota Lexus, Toyota Scion; Cadbury’s Dairy milk; Parry’s Coffee bite. || Building A Strong
Brand: The Four Steps of Brand Building. • Ensure identification of the brand with customers and an association of the brand in customers’ minds with a
specific product class, product benefit, or customer need • Firmly establish the totality of brand meaning in the minds of customers by strategically linking a
host of tangible and intangible brand associations • Elicit the proper customer responses to the brand. • Convert brand responses to create brand resonance and
an intense, active loyalty relationship between customers and the brand. Brand-Building Implications • Marketers can assess their brand’s progress in their
brand-building efforts through the brand resonance model: – Customers own the brand – Don’t take shortcuts with brands – Brands should have a duality –
Brands should have richness – Brand resonance provides important focus – Customer networks strengthen brand resonance. || Kapferer Brand Identity
Prism • Physique- The physique dimension of the brand refers to the physical aspects • Physical aspects- salient objective features, name, colours, logos, and
packaging • IBM- data systems, computers, servers • The brand’s physique is its backbone, it is tangible value added to the brand – What does it do? – What
are its attributes? – How does it perform? How does it
look like? • German cars with superiorly engineered
engines (‘the ultimate driving pleasure’) • Personality –
brand by design or by default develops a character of its
own – traits as if they were living persons – ‘young’
‘energetic’ ‘rebel’, ‘funny’ (Pepsi) – Brands often
acquire personality traits because of spokespersons or
endorsers who are used in communications. • Culture –
Brand is an inspired manifestation of its culture –
Culture consists of rites, rituals and values – Culture of
the brand manifests various aspects of the brand like the
product it carries, its uniqueness, and its communication
– IBM and Apple – More used in-service provider
companies – Mercedes- Engineering excellence
(German). • Relationship – The product is a faceless
commodity, which lacks identification – Brand carries various hooks on which the bonds
are created – Brands carry relationship • Nike- symbolises individuality and success and
blind action (‘just do it). • Reflection- refers to the image of its buyers who it seeks to
address – Pepsi- young drinkers who seem to have a carefree attitude. – The customers do
not wish to be portrayed as they actually are, rather they would like to be depicted as
‘someone they would like themselves to be’. • Self Image – Self-image refers to how a
customer sees himself in relation to the brand. – Non-animal-based cosmetics- exhibiting
sensitivity to ecology/animals – Louis Philippe- ‘The upper crest’ group. |||| Designing
Marketing Programs to Build Brand Equity: • Experiential marketing – Promotes a
product by communicating features and benefits and connecting it with unique and
interesting consumer experiences • Relationship marketing – Transcend an actual
product or service to create stronger bonds with consumer – Maximize brand resonance. •
Mass customization – Making products to fit customers’ exact specifications • Digital-age
technology enables customized products • Permission marketing – The practice of
marketing to consumers only after gaining their express permission. || Product Strategy • Perceived Quality • Managing Customers Post-Purchase. Perceived
Quality • Customers’ perceptions of overall quality or superiority of a product or service – Compared with alternative – With respect to its intended purpose.
Managing Customers Post-Purchase • Product strategies should focus on both purchase and consumption • Processes or programs that can help with managing
customers post-purchase – User manuals – Customer service programs – Loyalty programs. || Pricing Strategy • Price is the one revenue-generating element
of the traditional marketing mix – Price premiums are among the most important benefits of building a strong brand. • Choosing a pricing strategy to build
brand equity means determining – A method for setting current prices, and – A policy for choosing the depth and duration of promotions and discounts •
Factor related to costs of making and selling a product and relative price of competing product are important determinant in pricing strategy – However, firms
are putting greater importance on consumer perceptions and preferences. • How consumers perceive pricing • Reference pricing – Fair price (what customer
feels the product should cost) – Last price paid – Upper bound price – Lower bound price – Historical competitor prices – Expected future prices – Usual
discounted prices. • Price-Quality Inferences – Using price as an indicator of quality – Especially luxury goods; high end cars, perfumes etc. • Price Endings –
299, 999. – Category and Seasonal sales • Can impact adversely if it is on all items or throughout the year. || Selecting a Pricing Method 1. Markup Pricing
– Add standard markup to the product’s cost – Variable Cost per unit = Rs. 250 – Fixed Cost = Rs. 5,00,000 – Expected unit sales = 10,000 – Unit cost = VC +
FC/Unit sales – Per unit cost = Rs. 300 – Markup on Sales = 20% – Markup price = Unit cost / (1- desired return on sales) = Rs. 375. 2) Target Return
Pricing – Manufacturer has invested Rs. 1 cr. to set up the plant and is looking for a return of 10% – Target return price = unit cost + [(desired return X
invested capital) / unit sales] = 300 + [(0.1 X 1,00,00,000) / 10,000] = 300 + 100 = Rs. 400 3. Perceived Value Pricing – Tractor price if it is equivalent to
competitor’s price = $ 90,000 – Price premium for superior durability = $ 7,000 – Price premium for superior reliability = $ 6,000 – Price premium for
superior service = $ 5,000 – Price premium for longer warranty on parts = $ 2,000 – Normal price to cover superior value = $ 1,10,000 – Discount = $ 10,000
– Final Price = $ 1,00,000 4. Value Based pricing – Good value pricing: offering the right combination of quality and product/service at a fair price –
Introducing the less-expensive versions of the established brand names – Mercedes Benz CLA Class “Art of Seduction, at a price reduction”. • Value based
Pricing: Case of Indigo. 5. Everyday Low Pricing (EDLP) 6. Going rate pricing – Firm bases its price largely on the competitor’s price – Usually followed
when the market leader is too big. Ex. Amazon, Walmart, Big Bazar. || Discounts: Adapting the Price • Price discounts and Allowances – Discount (percentage
or absolute) – Quantity discount – Functional discount or Trade discount – Seasonal discount – Allowances (new for old). • Promotional Pricing – Loss leader
pricing – Special event pricing – Special customer pricing – Cash rebates – Low-interest financing – Longer payment terms – Warranties and service contracts
– Psychological discounting. || Some more Pricing Strategies: • Differentiated Pricing – Customer segment pricing – Product form pricing – Image pricing –
Channel Pricing – Location pricing – Time pricing. || • Pricing in Digital World • For Free – To offer utilization of a product or service without any charges
– To create a new market or to stimulate additional demand in off-peak periods. • Freemium – a combination of “free” and “premium”. – Free features are a
potent marketing tool – Scaling up becomes easier – non-premium paying users are also assets – Insights into consumer behaviour for the marketer. •
Subscription – To offer utilization of a product or service without any charges – To create a new market or to stimulate additional demand in off peak periods.
|| Channel Strategy • Channel design – Direct channels • Selling through personal contacts from the company to prospective customers – Mail, phone,
electronic means, or in-person visits – Indirect channels • Selling through third-party intermediaries – Agents, broker representatives, wholesalers or
distributors, or retailers or dealers. • Retailers tend to have the most visible and direct contact with customers – Has the greatest opportunity to affect brand
equity • Push and pull strategies • Channel support • Retail segmentation • Cooperative advertising. Direct Channels • Manufacturers may choose to sell
directly to consumers – Brand equity issues of selling through direct channels include: • Company-owned stores • Store-within-a-store • Other means may be
by phone, mail, or electronic means. || Brand-Building Communications: For a person to be persuaded by any form of communication the following steps
must occur: 1. Exposure 2. Attention 3. Comprehension 4. Yielding 5. Intentions 6. Behaviour. • Marketing Communication Effectiveness: 1. What is your
current brand knowledge? Have you created a detailed mental map? 2. What is your desired brand knowledge? Have you defined optimal points-ofparity and
points-of-difference and a brand mantra? 3. How does the communication option help the brand get from current to desired knowledge with consumers? Have
you clarified the specific effects on knowledge engendered by communications? || IDENTIFYING AND ESTABLISHING BRAND POSITIONING: “act
of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.” Deciding on a positioning requires
determining a frame of reference (1) who the target consumer is, (2) who the main competitors are, (3) how the brand is similar to these competitors,
and (4) how the brand is different from them. • Target market: Market segmentation divides the market into distinct groups of homogeneous consumers
who have similar needs and consumer behaviour, and who thus require similar marketing mixes. Behavioural segmentation bases are often most valuable in
understanding branding issues. Points of Parity and Points of Difference • A marketer must arrive at the proper positioning: – This requires establishing the
correct points-of-difference and points-of-parity associations: • Points-of-difference (PODs): – Formally defined as attributes or benefits that consumers
strongly associate with a brand • Points-of-parity associations (POPs): – Not necessarily unique to the brand but may be shared with other brands
(Airtel/Paytm banks). • Negatively Correlated Attributes and Benefits: Low price
versus high quality Taste versus low calories Nutritious versus good tasting
Efficacious versus mild Powerful versus safe Strong versus refined Ubiquitous
versus exclusive Varied versus simple. • Choosing Points-of-Difference • A brand
must offer a compelling and credible reason for choosing it over the other options: –
What attribute or benefit can serve as point-of-difference? • Desirability criteria
(clear cola?) • Deliverability criteria (feasibility, communicability) • Differentiation
criteria. • The key to branding success is to establish both points-of-parity and points-
of-difference • At times, an inverse relationship between POP and POD may exist in
the minds of consumers: – Approaches to address the problem of negatively
correlated POPs and PODs include: • Separating the attributes • Leveraging equity of
another entity • Redefining the relationship. || Marketing Communication Options:
Advertising • Any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor • Powerful means of creating strong,
favourable, and unique brand associations and eliciting positive judgments and
feelings. Advertising in: • Television • Radio • Print • Direct Response • Place •
Television • Advantages – Broad reach – Can target by demographic or psychographic audience
– Full national coverage possible – Immediate communication – Sight sound and motion –
Strong branding capabilities. • Disadvantages • Declining ratings • Fragmented Audience • High
costs • High production costs • Micro-targeting not possible. • Radio • Advantages – Copy
change flexibility – High frequency medium – Mobility- in car listening – Easy on pockets –
Low production costs – Can be continued with daily work. • Disadvantages • Not a visual
medium • Highly cluttered • Measurement issues • Audience not actively engaged • Declining
listenership. • Newspaper • Advantages – Immediate reach – Detailed product explanation –
Geographic Targeting – Variety of ad sizes and execution – Coupon, samples etc. •
Disadvantages • Short shelf life • Declining circulation • Skewed coverage (Educated and 50+) •
Only visual • High Clutter • Questionable measurements. • Internet and Interactive Media •
Advantages – Engaged audience – Creative capabilities – Strong targeting possible – Interactive
ads can be designed – Audio-visual aids. • Disadvantages • Advertising clutter • Declining click
through factor • Too intrusive •Only for literates. • Out of Home Media • Advantages – Broad
reach and high frequency – Location specific – Creative opportunities – 24X7 exposure. • Disadvantages • Short exposure time • Limited message capability •
Questionable measurement • Open to creative damage. • Disengaged audience. • Events and Experiences • Focus on engaging the consumers’ senses and
imagination as a part of brand building • Event marketing: Public sponsorship of events or activities related to sports, art, entertainment, or social causes •
Range from extravagant sponsorship events to a simple local in-store product demonstration. || Criteria For IMC Program • Coverage • Contribution •
Commonality • Complementarity • Conformability • Cost. |||| Expanded Consumer Decision Journey: Felt a Need or Want for It – knows about it. –
Considers it – Learns about it – Likes it – Is Willing to pay for it – Chooses to Try it - Consumes It – Is satisfied with it – Is Loyal buyer of it – Is Engaged
with it – Is active advocate for it. || Traditional Marketing encompasses the marketing methods that can be used without the internet. • Directly mailed
postcards, coupons, and informational packets • Television or radio
commercials • Newspaper or magazine ads • Billboards and fliers •
Telephone calls and text notifications. || • Digital marketing includes
marketing through those channels those that require the use of the
internet or smartphones. • Common digital marketing methods
include: • Website content • Email campaigns • Content marketing •
Social media posts • Clickable ads • Affiliate marketing • Search
engine optimization (SEO). It’s Not Digital Marketing VS. Traditional
Marketing – It’s Digital AND Traditional Marketing. Although Digital
Marketing is growing at a faster rate than Traditional Marketing,
Because of its size, Traditional marketing has not been obsolete. Cost
to reach audience is far cheaper via Digital Marketing as compared to
Traditional Marketing. || Marketing in Digital Era: Digital
Personalization • Targeting individual consumers with varying offers –
To try to ensure that they complete a purchase • Digital tools have
allowed for unprecedented personalization – Product as well as
message • Dynamic pricing – The same product can become available at different prices based on expressed customer interest. Loss of Control over Brand
Message and CoCreation of Brand Meaning • The digital age has created conditions such that brand meaning is primarily coproduced by three different forces:
– Firm-generated brand meaning – Consumer-generated brand meaning – Media and cultural influences. Brand Engagement • Three levels of customer
engagement: – Low brand engagement – Moderate brand engagement – High brand engagement. || Digital Communications • Paid channel – A marketer
typically runs paid advertising • Facebook, TV, print, etc. • Owned channel – Sources of information for consumers about a company’s offerings • YouTube
channel • Earned channel – Review sites and reviews posted online typically at no expense • social media or blog post. || Digital Marketing Communication
Channels: Paid: Search Advertising, Display Advertising, Social Media Advertising, E-mail Marketing, Paid Bloggers/Influencers, Mobile In-App
Advertising. Owned: Company Web Sites, Company-Owned social media (e.g., Facebook Pages, YouTube Channel), Mobile Apps. Earned: Review Web
Sites (e.g., Amazon Reviews, Yelp), Public Relations, Media Coverage. • Why Digital Marketing? Economical, Time and Effort Saving, Flexibility, Real Time
Analysis, Instant Feedback, Impactful. || Channels Of Digital Marketing: • Search Engine Optimization (SEO) • Pay-per-Click (PPC) • Social Media
Marketing • Content Marketing • Email Marketing. || Search Engine Optimization (SEO) Whenever you enter a query in a search engine and hit 'enter' you
get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more
relevant to the query. If you have ever wondered why some of these websites rank better than the others, then you must know that it is because of a powerful
web marketing technique called Search Engine Optimization (SEO). || Pay Per Click (PPC) Pay-per-click marketing is a way of using search engine
advertising to generate clicks to your website, rather than “earning” those clicks organically. || Social Media Marketing Social media marketing (SMM) is a
form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their
social network to help a company increase brand exposure and broaden customer reach. Advantages: Increased Brand Awareness, More Inbound Traffic,
Improved Search Engine Rankings, Higher Conversion Rates, Better Customer Satisfaction, Improved Brand Loyalty. ||
Can Anything Be Branded? To brand a product, it is necessary to teach consumers “who” the product is: – Giving it a name and using other brand elements
to help identify it – What the product does and why consumers should care • Marketers must give consumers a label for the product and provide meaning for
the brand • Marketers can benefit from branding whenever consumers are in a choice situation. People and Organizations • A product category can be a person
or an organization: – Naming of this branding is usually straightforward – Usually is accompanied by well-defined images that are easily understood by
consumers – The key to a person or organization as a brand is that people outside your industry know who you are nand recognize your skills, talents, and
attitude: • NaMo, RaGa. Ideas and Causes • Numerous ideas and causes have been branded: – Especially by nonprofit organizations • May be captured in a
phrase or slogan.