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  • Brand MGMT-20-8-20

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    Altaf Kondakamarala
    12 views10 pages
    This document discusses key concepts in brand management including definitions of brands and branding. It defines a brand as a name, symbol, or design that identifies a seller's goods or services and distinguishes them from competitors. Branding is described as a strategy used by marketers to differentiate products, build value for consumers and owners. The document outlines features of branding like targetability, awareness and loyalty. It also lists elements of branding like internal and external stakeholders and discusses how both physical goods and non-physical offerings like services, people, events and places can be branded.

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    BRAND MGMT-20-8-20

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    This document discusses key concepts in brand management including definitions of brands and branding. It defines a brand as a name, symbol, or design that identifies a seller's goods or services and distinguishes them from competitors. Branding is described as a strategy used by marketers to differentiate products, build value for consumers and owners. The document outlines features of branding like targetability, awareness and loyalty. It also lists elements of branding like internal and external stakeholders and discusses how both physical goods and non-physical offerings like services, people, events and places can be branded.

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    © All Rights Reserved
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    12 views10 pages

    Brand MGMT-20-8-20

    Uploaded by

    Altaf Kondakamarala
    This document discusses key concepts in brand management including definitions of brands and branding. It defines a brand as a name, symbol, or design that identifies a seller's goods or services and distinguishes them from competitors. Branding is described as a strategy used by marketers to differentiate products, build value for consumers and owners. The document outlines features of branding like targetability, awareness and loyalty. It also lists elements of branding like internal and external stakeholders and discusses how both physical goods and non-physical offerings like services, people, events and places can be branded.

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    © All Rights Reserved
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    of 10

    BRAND MANAGEMENT

    By
    Dr. krishna
     PLAN TO DISCUSS:
    Introduction to BRAND
    Definition of Brand
    Brand vs Branding
    What does a brand stands for?
    Features of Branding
    Elements of Branding
    What can be branded
    INTRODUCTION TO BRAND
    DEFINATION OF BRAND
    Brand is a name, term, sign, term,
    design, symbol, or any other feature that
    identifies one seller’s good or service as
    distinct from those of other sellers
    (American Marketing Association, 2017).
    BRAND VS BRANDING

     Brand occupies space in the perception of the


    consumer, and is what results from the totality of
    what the consumer takes into consideration
    before making a purchase decision 
     Branding isa strategy that is used by marketers.
    Pickton and Broderick (2001) describe branding
    as Strategy to differentiate products and
    companies, and to build economic value for both
    the consumer and the brand owner.
    WHAT DOES A BRAND STANDS FOR?

     Attributes
     Benefits
     Values
     Culture
     Personality
     User 
    FEATURES OF BRANDING

    Targetability
    Awareness
    Loyalty
    Consistency
    Elements of Branding

    internalstakeholders
    external stakeholders
    WHAT CAN BE BRANDED

    Physical goods
    Services
    People
    Events
    Places
    THANK YOU

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