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Branding |
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Brands were introduced to increase the reputation
and value of a particular manufacturer.
An Identified Brand Often
Means Safety and Quality and Leads
to Popularity.
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Brand
Management is the
application of marketing techniques to a
specific product, product line, or brand.
It seeks to increase the product's perceived
value to the customer and thereby increase
brand franchise and brand equity.
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We
Adopt the Following Principles of Brand Management. |
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A
good Brand Name should |
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Positioning
(marketing) |
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In
marketing, positioning has come to mean the
process by which marketers try to create
an image or identity in the minds of their
target market for its product, brand, or organization.
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Product
Positioning Process |
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Our
product positioning process involves: |
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Positioning
Concepts |
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More
generally, there are three types of positioning
concepts: |
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Functional
Positions |
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- Solve
problems
- Provide
benefits to customers
- Get
favorable perception by investors (stock
profile) and lenders
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Symbolic
Positions |
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- Self-image
enhancement
- Affective
fulfillment
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Experiential
Positions |
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- Provide
sensory stimulation
- Provide
cognitive stimulation
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Market
Segment |
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A Market
Segment is a subgroup
of people or organizations sharing one or
more characteristics that cause them to have
similar product needs.
Market segmentation is the process in marketing
of dividing a market into distinct subsets
that behave in the same way or have similar
needs. Because each segment is fairly homogeneous
in their needs and attitudes, they are likely
to respond similarly to a given marketing strategy.
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The
Variables We Used for Segmentation Include: |
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Geographic
variables – region, size, density
of area, climate, etc.
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Demographic
variables – age, gender, family size,
Education, income, Occupation, socioeconomic
status, religion, language
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Psychographic
variables – personality, life style,
value, attitude
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Behavioural
variables - benefit sought, product usage
rate, brand loyalty, product end use, readiness-to-buy
stage, decision making unit, profitability,
income status
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Advertising |
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Advertising
is a communication whose purpose is to inform
potential customers about products
and services and how to use and obtain them.
We, after taking in consideration all the
needs of the company, its products, and also
the market temperament, devise a comprehensive
advertising plan which would be most effective
in generating the desired results.
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Types
of Advertising |
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- Media
- Covert
advertising
- Television
commercials
- Newer
media and advertising approaches
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After
the Advertising and Promotional Campaign is
Released, the Next Activity Involves: |
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- Measuring
the impact of mass advertising
- Optimization
- Determination
of the Negative effects of advertising
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Advertising
Research |
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Types
of Advertising Research |
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Pre-Testing |
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Pre-testing,
also known as copy testing is a form of customized
research that predicts
in-market performance of an ad, before it airs,
by analyzing audience levels of attention,
brand linkage, motivation, entertainment and
communication, as well as breaking down the
ad’s Flow of Attention and Flow of Emotion.
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Post-Testing |
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Post-testing/Ad
tracking studies can be customized or syndicated.
Tracking studies provide either
periodic or continuous in-market research monitoring
a brand’s performance, including brand
awareness, brand preference, product usage
and attitudes. Advertising tracking can be
done by telephone interviews or online interviews—with
the two approaches producing fundamentally
different measures of consumer memories of
advertising, recall versus recognition
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