9_Entrepreneurship( Brand Management) .pptx

lecture

1. ENTREPRENEURSHIP Brand Management 1

2. : Upon the completion of the given unit, the SHS learners are expected to understand and apply the basic principles of brand management and associate it to company’s integrity. Learning Outcomes

3. Instruction : Describe the logo and identify the tagline of each company. An example is provided for you. No. Business Name Logo Tagline Example Mc Donald Yellow Golden Arches forming an “M” and red color background I'm loving' it 1 Coca – Cola 2 Nescafe 3 Disney 4 Toyota 5 Apple As a customer, which factor has a greater impact to you, the logo or tagline. Give your stand.

4. DESIGN A BUSINESS LOGO Y ou will build your company. Inside the box make a design with a catchy tagline. Name of the Company Products/Services Positioning : : : 4

5. Answer the following questions. 1. What is your basis in making the logo? 2. Explain your chosen brand .

6. FUNDAMENTALS OF BRAND MANAGEMENT ( Batisan , 2016) A brand refers to the identity of a company, of a product, of a service of an entrepreneur himself or herself. A brand is a symbol of promise or assurance from the entrepreneur that what it implications to the customers will happen A good brand not just entices customers to try the product but makes them loyal to it. Moreover, the brand sets the image of the business to the public. The challenge now for the potential entrepreneur is to understand how to craft the brand, how to market this brand, and how to make this brand deliver- these are the entire message of brand management.

7. Brand management is the supervision of the tangible and intangible elements of a brand. The tangible elements include the product itself, its packaging, its price, and its location. The intangible elements, on the other hand, include the perception and relationship of the customers with the brand.

8. Branding is the process of integrating the strategies formed from the marketing mix to give an identity to the product or service. The goals of branding include the following: (1) establishing to target customers that the business is reliable and trustworthy and that the product or service is the superior solution to their current problem; (2) differentiating with competitors; and (3) driving customer loyalty and retention.

9. With strong branding, customers will feel that they are safer in using the products or availing the service, and the risks are minimal or low. If two products will be offered, the customer will likely choose the one from a reputable brand. Promoting the brand is also the same as promoting the product or service. For potential entrepreneurs, choosing the cheapest and the most efficient channels for communication for the brand is the best choice.

10. One of the emerging but cheaper ways to promote a brand is through social media, because these are platforms where conversations take place, resulting in “sticky” relationships. The key for the entrepreneur is to manage the conversations – handle both good and bad reviews and simple, catchy, and consistent, so that the target market will have little or no efforts in retaining the business brand to their minds.

11. As an important element of a brand, the 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 Easy to remember 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 concrete qualities Positive and inspiring 11

12. The brand is the marketing element that sticks to the mind of the target customers and the public. Therefore, the entrepreneur must think critically on how to position the brand and be able to sustain it. Brand Management Useful Concepts Brand Symbol = Brand character + Brand logo Brand looks = Brand symbol + Brand name Brand Associations = Link up in memory with brands attributes, benefits and looks Brand Image = Brand associations + Brand Personality Brand Relationship = Brand Image + Brand Attitude

13. BRAND ONLINE IS IN! Write 50 words essay on how to help small entrepreneurs using the online branding. Use a separate paper. Rubrics : 1. Organization 15% 2. Content Knowledge 20% 3. Grammar 15%

14. What I Have Learned Instruction : Based on your own understanding, define the following terms. Brand - Branding - Brand management - 4. Brand name - _______________________________________ 14

15. MY BUSINESS PLAN Instruction: Summarize your learning outputs in Entrepreneurship subject. Input in the correct business parts all your details/info gathered in all your activities in the modules. Use any sheet of paper.

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17. Multiple Choice . Choose the letter of the best answer. Write the chosen letter on a separate sheet of paper. discusses to a brands goal. Brand Position Product Position Both a and b The company needs to come up with a brand that is . Easy to remember Easy to say Both a and b

18. 3. T echnology is shifting the manner costumers relate to products and markets. Data Current Digital 4. A key component in a company's association with costumers, a characterizes costumers' views and outlooks about a product. Brand Service Product Attribute

19. 5. Advertising promotions can help to make name recognition of the products but brands are not sustained by advertising but by the Product Mix Brand Experience None of the above 6. The customer influences on which of the following brand characteristics? Curiosity Responsiveness Consistency 7. A differentiated product can be positive under which of the following situations. Customer Satisfaction Price Differential Differentiated Products 19

20. is the manner of creating and continuing a unique place in the market. Positioning Profiling Targeting Safeguard bath soap, hand soap and moisturizer brands belong to a brand. Segment Family Market Brand is well- defined as "name, term, sign, symbol, or design, or a combination of these. True False

21. 11. It is the means a brand is observed within a reasonable set in the costumer’s mind. Brand culture Brand element Brand positioning 12. A fundamental component in a company’s relationship with customers. Brand Service Attribute 13. Which part of the brand development separates the market into smaller groups of clienteles with similar wants and needs. Positioning Targeting Segmenting

22. 22 14. It is an idea to mark emotional connection among products, business and their clienteles as well as with competitors. Brand name Brand image Brand management 15. In strategic management, the focus is on Brand marketing Brand positioning All of the above