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  • Brand N Packaging (Klmpok 1)

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    paijoraafi
    15 visualizações18 páginas
    This document discusses branding and product life cycles. It begins by defining branding and packaging, and discusses the role of brands for consumers and brand equity. It then examines several models of brand equity, how to build brand equity through branding identity, products/services, and associations. It also covers choosing brand elements, measuring brand equity directly and indirectly, and managing brand equity through long-term marketing actions. The document concludes by outlining marketing strategies across the different stages of a product life cycle.

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    Título original

    Brand n Packaging (Klmpok 1)

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    This document discusses branding and product life cycles. It begins by defining branding and packaging, and discusses the role of brands for consumers and brand equity. It then examines several models of brand equity, how to build brand equity through branding identity, products/services, and associations. It also covers choosing brand elements, measuring brand equity directly and indirectly, and managing brand equity through long-term marketing actions. The document concludes by outlining marketing strategies across the different stages of a product life cycle.

    Direitos autorais:

    © All Rights Reserved
    Baixe no formato PPTX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    15 visualizações18 páginas

    Brand N Packaging (Klmpok 1)

    Enviado por

    paijoraafi
    This document discusses branding and product life cycles. It begins by defining branding and packaging, and discusses the role of brands for consumers and brand equity. It then examines several models of brand equity, how to build brand equity through branding identity, products/services, and associations. It also covers choosing brand elements, measuring brand equity directly and indirectly, and managing brand equity through long-term marketing actions. The document concludes by outlining marketing strategies across the different stages of a product life cycle.

    Direitos autorais:

    © All Rights Reserved
    Baixe no formato PPTX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 18

    Branding

    And Packing
    By : First Team

    Our
    Speakers

    Julian

    M.

    Dharma W S

    Branding?

    Packin
    g?

    For consumers

    The role
    of brand

    Brand
    equity

    Value added products


    and services provided on
    5

    Brand Equityas
    aBridge
    A key part ofbrandequityin order tobecome a
    brandleader andan icon:

    ~The quality
    ofinvestmentinbr
    and building
    ~BrandPromise

    Modelof Brand
    Equity

    BrandAsse Brandz
    t
    Appraiser

    AkerMod
    el

    BrandReson
    ance Model

    5major
    The core ofthis
    componentsofth modelisBrand
    is model:
    Dynamics
    ~Differentiation
    ~Energy
    ~Relevance
    ~Self-Esteem
    ~Knowledge

    The core ofthis


    modelis the
    development
    ofbrand
    identity

    The
    maincomponents
    ofthis model:
    ~Virtuebrand
    ~Brandperforman
    ce
    ~Branding
    ~Assessmentof
    brand
    ~Feelingbrand
    ~Resonancebrand

    BuildBrand Equity
    3 set of main driver of brand equity:
    ~ The initial choice for the established brand identity brand
    ~ Products and Services as well as all marketing
    activities and marketing programs supporting
    ~ Other associations are not given directly to the brand by
    linking the brand with other entities

    ChoosingBrandEle
    ments
    Criteria
    forchoiceof
    brandelements:

    -Can
    beRemembered
    -means
    -Can bepreferred
    -Can beTransferred
    -Can beAdjusted
    -Can beProtected
    9

    Measuringbrand
    equity
    Brand strengthliesin the mindsof
    consumersandhow tochange thebrand
    ofconsumer responsetomarketing,there
    aretwobasic approaches
    tomeasuringbrand equity:
    - Approach is notdirectly
    - Approachdirectly

    10

    Managingbrand
    equity
    Effectivebrandmanagerswhorequirelongtermmarketing actions.Due tocustomer
    response
    tomarketingactivitiesdependingonwhat they
    knowaboutabrand,short-termmarketing
    actionsandtochange thebrandof knowledge.

    11

    Interbrand
    The processfollows
    thefivesteps :

    12

    Plan theestablishment
    ofbrandstrategy
    3 main options:
    - The company candevelop thenewbrand
    elementsfora newproduct.
    - Companies canapply someelements
    ofthe existingbrand.
    - Companies canuse a combination
    ofelementsof newandexistingbrands.

    13

    Product lifecycle
    Because the product has a life cycle:
    1. Productshavea finiteage.
    2. Sales
    ofproductsthroughdifferentstages,eachstagehaschallenge
    s, opportunities,anddifferent problemsfor the seller.
    3. Profitsrise and fallatdifferent stages ofproduct lifecycle.
    4. Products requiremarketingstrategies, finance,manufacturing,
    purchasingandhuman resourcesis differentin eachstage
    ofthe life cycle.

    14

    Productlife cycle
    introduction

    15

    The patterns of the


    product life cycle
    Bel

    16

    3specific categoriesof
    product life cycle

    Fad

    Styl
    e Mod
    e

    17

    Marketing strategiesin
    accordancewiththe product
    lifecycle
    1
    2
    3

    Pioneerthe
    introductionstageandexcellence
    Growth stage
    Stage of
    a.modification
    maturity
    ofthe market
    b.modification ofthe product
    -qualityimprovement-improvementfeatures
    -stylefixes
    c.modification ofthe marketingprogram
    -pricing-sales promotion-distributionpersonalsales
    4 Stages
    -ads-services
    ofdecline
    18

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