Scribd Logo
Upload

Welcome to Scribd!

  • 194 views

    Module 3 - Fundamentals of Brand Management

    Uploaded by

    WilmerAmbal
    The document discusses the fundamentals of brand management. It defines key terms like brand, branding, and brand name. It also outlines the goals of branding which include establishing trust with customers, differentiating from competitors, and driving loyalty. Additionally, it provides characteristics that an effective brand name should possess such as being unique, extendable to other languages and markets, and describing benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Module 3 - Fundamentals of Brand Management

    Uploaded by

    WilmerAmbal
    194 views9 pages
    The document discusses the fundamentals of brand management. It defines key terms like brand, branding, and brand name. It also outlines the goals of branding which include establishing trust with customers, differentiating from competitors, and driving loyalty. Additionally, it provides characteristics that an effective brand name should possess such as being unique, extendable to other languages and markets, and describing benefits.

    Original Description:

    Fundamentals of Brand Management

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses the fundamentals of brand management. It defines key terms like brand, branding, and brand name. It also outlines the goals of branding which include establishing trust with customers, differentiating from competitors, and driving loyalty. Additionally, it provides characteristics that an effective brand name should possess such as being unique, extendable to other languages and markets, and describing benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    194 views9 pages

    Module 3 - Fundamentals of Brand Management

    Uploaded by

    WilmerAmbal
    The document discusses the fundamentals of brand management. It defines key terms like brand, branding, and brand name. It also outlines the goals of branding which include establishing trust with customers, differentiating from competitors, and driving loyalty. Additionally, it provides characteristics that an effective brand name should possess such as being unique, extendable to other languages and markets, and describing benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 9

    FUNDAMENTA

    LS OF BRAND
    MANAGEMENT
     Define what is
    OBJECTIVES: BRAND, BRAND
    MANAGEMENT,
    BRAND NAME and
    BRANDING
     Distinguish the
    different GOALS OF
    BRANDING
     Give the different
    characteristics of
    BRAND NAME
    Brand
    - refers to the identity of a
    company, of a product, of a service,
    or of an entrepreneur himself or
    herself. A brand is a symbol of
    promise or assurance from the
    entrepreneur that what it purports
    to the customers will happen.
     Brand Management is the
    supervision of the tangible and
    intangible elements of a brand.
     Tangible elements include the
    product itself, its packaging,
    its price and its location.
     Intangible elements include
    the perception and
    relationship of the customers
    with the brand
    Branding
    It is the process of integrating
    the strategies formed from the
    marketing mix to give an identity
    to the product or service.
    Goals of Branding:
    1. Establishing to target customers
    that the business is reliable and
    trustworthy and that the
    product/service is the superior
    solution to their current problem
    2. Differentiating with competitors
    3. Driving customer loyalty and
    retention
    Brand name is a major differentiator of the
    entrepreneur against the competitors. To be
    different and catchy, a brand name must
    possess the following characteristics:
     Unique
     Extendable
     Can describe the benefits of the product or
    service
     Can be converted to other dialects or
    languages in case the entrepreneur expands
    to other territories
     Can describe a product category
     Can describe concrete qualities
     Positive and inspiring
    READ AND ANSWER

    Looking and posting on your social


    media accounts everyday is now a
    norm. What are the factors that compel
    you to like or subscribe to a brand
    online? What online strategy compelled
    you to buy products or avail services?
    Write your answer in an essay.
    ASSIGNMENT

    Eat, rest and sleep.


    Enjoy and spend time with
    your family.
    Go to church on Sunday.

    GOD BLESS! 

    You might also like