Professional Documents
Culture Documents
PPBM-B | Group 5
Kushagra Agrawal PGP/18/83
Surabhi Tripati PGP/18/111
Upadhi Kaushik PGP/18/113
Ayush Nag PGP/18/187
Sindhu Kandiraju PGP/18/194
Definition
A name, a term, design, symbol or any other feature that identifies one
sellers good or service as distinct from those of other sellers
Contemporary View
Tangible and Intangible Brand Associations
Know your
brand
Meaning
Management
Brand Authors
Balance
Strategic Implications
Identity Markers
Consumers
SINCERE
Identity
Meaning
COMPETENT
EXCITING
SOPHISTICATED
Strategic Implications
Advertising &
Communication
RUGGED
Identity Markers
Uncover target markets needs
Brand Communities
Consumers look to each
other for information
Participation enhances a
consumers connection
Brand Equity
v/s
Values and
Identities
Relationship
perceptions
Consumer
Experiences
2.
3.
Product Design
Channel Policy
Service Delivery
Retail Design
Service Quality
Customer Interface
Packaging
Pricing
4.
Brand Engineering
Advertising
Personal Selling
Public Relations
Corporate
Communication
Corporate Actions
Promotions
Coca Cola Id
Like to teach the
world to sing in
perfect harmony
BMW The
ultimate driving
machine
Gillette
Competition from Wilkinson
Gillette lost 30% wet shaving
business
40% of Gillettes sales every
year 5 years must come from
entirely new products
Launched Windows 95
with the music of Mick
Jagger and Keith
Richards
Spent upwards of $200
million to flaunt its
products
Coca Cola
Largest single product
advertisers
Spent $1.5 billion on
advertising and promotion in
1994
New sales record
Hindu
American
Foundation
Tara Stiles
Deepak
Chopra
Controversies
Ideological Difference
Bikram
Bikram Yoga
Yoga
Brands
Brands that
that stay
stay relevant
relevant will
will succeed
succeed
Strong
Strong Defensive
Defensive measures
measures
Aggressive
Aggressive expansionary
expansionary policy
policy
Still
Still attached
attached to
to its
its roots
roots
Food
Food for
for
Thought
Thought
Stiles
Stiles Yoga
Yoga
Brand
Brand that
that succeeds
succeeds stays
stays relevant
relevant
Dependent
Dependent on
on Digital
Digital media
media measures
measures
Innovating
Innovating and
and developing
developing the
the value
value
proposition
proposition
Brand
Brand vs
vs Private
Private labellabel- Commercial
Commercial viability
viability
Popular
Popular culture
culture and
and Customers
Customers as
as brand
brand authors
authors
Brand
Brand Development
Development and
and re-engineering
re-engineering
An
An art
art form
form as
as aa brand
brand
THANK YOU!