Scribd
Upload
114 views3 pages

Basic Branding Concept

This document discusses various branding concepts including what a brand and brand image are, the relationship between customer perception and brand equity over time, and types of products and brands from local to global scales. It also touches on global brand development, recognizing the difficulty but profit potential of building successful global brands. New product types are defined on a scale from discontinuous to continuous innovations in terms of their newness and impact relative to previous generations.

Uploaded by

shainexlotus
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
114 views3 pages

Basic Branding Concept

This document discusses various branding concepts including what a brand and brand image are, the relationship between customer perception and brand equity over time, and types of products and brands from local to global scales. It also touches on global brand development, recognizing the difficulty but profit potential of building successful global brands. New product types are defined on a scale from discontinuous to continuous innovations in terms of their newness and impact relative to previous generations.

Uploaded by

shainexlotus
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 3

BASIC BRANDING CONCEPT

What is brand ? What is brand image ?


A brand is complex bundle of Perception about the brand image.
images and experiences in the + advertising +sales personnel
customer’s mind +publicity +packaging
+word of mouths Ex: apple, Nokia

Brand equity
Total value that accrues to a
product as a result of a
company’s cumulative
investments in the marketing of
the brand.

The stronger the relationship


between customer overtime,
the greater the equity.
LOCAL PRODUCTS & INTERNATIONAL GLOBAL PRODUCTS AND
BRANDS PRODUCTS & BRANDS BRANDS
• Achieved success in a • offered in several • Meets the wants and
single national market markets in a particular needs of a global
• Efforts to cater the region. market.
needs of particular • Ex : Netflix is available • A true global product
country. in US and Europe offered in all world
• Lifeblood of domestic region only but region.
companies.. expanded to others • Strategy – tiered
• Ex: coca cola ginseng in since there’s demand. branding, co branding,
japan. brand extension.
• Ex : Nestle, Gillette,
BMW, Coca cola,

GLOBAL BRAND DEVELOPMENT


- Generate about one-third of sale outside the home country
- - strong brand management is being practiced by companies in a wide range
industries
- Consider whether such as move fits well with their company or their markets.
- -recognize difficulty of building successful global brand team.
NEW PRODUCTS IN GLOBAL MARKETING
What is new product?
• A product’s newness can be assessed in term of its relation to those who
buy or use it.

DYNAMICALLY
DISCONTINUOUS CONTINUOUS
CONTINUOUS
INNOVATIONS INNOVATIONS
INNOVATIONS
Level of innovation
New and different share certain features New and improved
with ealier generations.

- Dramatically
Less disruptive and Require least amount
transformed the way
require less learning. of learning
user live and work.

Ex : The exist of online Ex : Oppo Reno to Ex: Iphone 10 to Iphone


platform for shopping. Oppo Reno 2 11

You might also like