Brand Management Slides applicable for university students.pptx

Assignment for Brand management applicable for university students

1. Brand Management Pepsi Co.

2. Brand and its Development Brand Development Strategy Pricing Strategy Successful branding means more revenue Example of TOYOTA Brand is a unique identity, which distinguishes a company or an organization from others. A brand name is secured and legitimized authority of a particular organization.

3. Brand Equity and its Development Customer pays whatever company ask for Strengthened on the basis of perception Directly related to the revenues Related with brand offerings Example of Apple Brand Equity is the value or premium which a brand is able to generate from that particular brand in comparison to other related products.

4. Marketing and Brand Equity E ssential to build a good and desirable image Well Informed customers Marketing helps in marking sure that brand stands out

5. Pepsi Co.

6. Pepsi Co. Founded in 1965 Versatile product line

7. Brand Equity of Pepsi Co. Majorly related to beverages, food, and snacks Has 22 brands and each of them have separate identity Celebrity endorsement

8. Brand Equity of Pepsi Co. Create value with quality products Open for suggestions Stakeholder view

9. Brand Hierarchy

10. Brand Alliance Long t erm objective Strategic thinking Better outcomes In brand alliance, organizations gets into an agreement where they merge or combine their products or assets with the ultimate goal and objective to create awareness in the minds of the customers and increase revenues and profits as a whole.

11. Successful Brand Alliances

12. Starbucks and Barnes & Noble People recognize Starbucks with coffee Read the printed literature while enjoying a cup of coffee As a result of this brand alliance, many competitors of Barnes & Noble bookstores have closed their stores

13. Target and Lilly Pulitzer Lili Pulitzer cannot be afforded by the middle class or the lower class community L ess brand awareness of Lili Pulitzer Lili Pulitzer launched its affordable but limited edition products in Target stores

14. Unsuccessful Brand Alliances

15. Sell and LEGO P artnership went very well for the first 50 years Greenpeace criticized it that it is not good practice for children to have name of an oil company on their toys The profits of Lego Company start declining due to negative publicity of Shell .

16. Neiman Marcus and Target S tarted in the year 2012 High prices and low quality P roducts were not selling out and were considered a huge failure

17. References Bhasin , H. 2020.  Brand Alliance - Types, Advantages and Examples of Brand alliance . [online] Marketing91. Available at: <https://www.marketing91.com/brand-alliance/> [Accessed 27 Oct. 2020]. Clutch.co. 2020.  How To Measure Brand Performance | Clutch.Co . [online] Available at: <https://clutch.co/agencies/branding/resources/how-to-measure-brand-performance> [Accessed 28 October 2020]. Interbrand . 2020.  Pepsi - Interbrand . [online] Available at: <https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/pepsi/> [Accessed 28 October 2020]. Investopedia. 2020.  Brand . [online] Available at: <https://www.investopedia.com/terms/b/brand.asp> [Accessed 27 Oct. 2020]. Investopedia. 2020.  What You Need to Know About Brand Equity . [online] Available at: <https://www.investopedia.com/terms/b/brandequity.asp> [Accessed 27 Oct. 2020 ].

18. References Managementstudyguide.com. 2020. Integrating Marketing Communication to Build Brand Equity. [online] Available at: <https://www.managementstudyguide.com/marketing-communication-build-brand-equity.htm> [Accessed 27 Oct. 2020]. MBA Knowledge Base. 2020.  Brand Equity Management System - MBA Knowledge Base . [online] Available at: <https://www.mbaknol.com/marketing-management/brand-equity-management-system/> [Accessed 27 Oct. 2020]. Propati , K., 2020.  Strategic Alliance Examples That Failed And Why - Allbound . [online] Partner Relationship Management Software (PRM). Available at: <https://www.allbound.com/resource-center/strategic-alliance-examples-that-failed-and-why/> [Accessed 28 October 2020]. The Drum. 2020.  Pepsico Looks To Boost Sartorial Brand Equity With E-Commerce Platform . [online] Available at: <https://www.thedrum.com/news/2019/10/31/pepsico-looks-boost-sartorial-brand-equity-with-e-commerce-platform> [Accessed 28 October 2020]. Urbo . 2020.  Brand Partnerships That Failed Miserably (And A Few That Worked) . [online] Available at: <https://www.urbo.com/content/brand-partnerships-that-failed-miserably-and-a-few-that-worked/> [Accessed 28 October 2020].