Brand Image

BRAND MANAGEMENT ppt

1. IMPROVING THE BRAND IMAGE. . .

2. What is Brand Image ! ! ! Brand image  is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for.  It is a set of beliefs held about a specific brand. Brand image is the overall impression in consumers’ mind that is formed from all sources. Example: Volvo is associated with safety. Toyota is associated with reliability.

3.  Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc. Brand image has not to be created, but is automatically formed.

4. IMPROVING THE BRAND IMAGE . . . Repositioning the Brand Brand Repositioning  is changing the  positioning of a brand . A particular  positioning statement  may not work with a brand. For instance,  Dettol  toilet soap was positioned as a  beauty soap  initially. This was not in line with its core values . Dettol ,  the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension’s ‘beauty’ positioning was not in tune with the parent’s “germ-kill” positioning.

5. Changing Brand Elements Kentucky Fried Chicken abbreviated its name to the initials KFC . The company also introduced a new logo incorporating the character of Colonel Sanders as a means to maintain tradition but also modernize its appeal. Brand names may change for the reasons. Federal Express choose to officially shorten its name to FedEx and introduce a new logo to acknowledge what consumers were actually calling the brand.

6. Entering New Markets Adjustments to the Brand Portfolio Some companies have multiple products and services, each of which may have its own brand (trademark, service mark), or form part of a "family of brands." They may be common law marks, or registered under statutes in various countries and states. The total collection of these rights is called the "brand portfolio." 

7. Migration Strategies Especially for the new products & services… Acquiring new Customers Multiple Marketing Communication Programmes Campaigning… Brand Extensions and Sub-brands New distribution Outlets Retiring Brands Obsoleting Existing Products