Part IV
PART-FOUR
BRAND MANAGEMENT: AN OVER VIEW
24/10/2013
Prepared by Temesgen B. (PhD)
Outline…
• Evolution of Brands
• What is a Brand?
• Choosing the Brand Elements
• Creating Brand Equity
• Crafting the Brand Positioning
• Strategic Brand Management
24/10/2013
Prepared by Temesgen B. (PhD)
Evolution of Brands…
• The term brand comes from the word ‘
Brandr’ (to burn), practiced by ancient farmers to put marks on their animal by burning their body to identify them
• The nucleus of branding seems to be uniformity 24/10/2013
Prepared by Temesgen B. (PhD)
Continued…
• People needed to put seal on their items because their properties were similar to others’ properties and differentiation becomes difficult
• Therefore, Branding is imperative when identity is lost due to homogeneity. • Initial brands were the name of the owner or producers e.g.
– Ford, Sears, TATA etc.
24/10/2013
Prepared by Temesgen B. (PhD)
Continued…
• Major classifications of brand names
–Personal/Given name of investor or inventor –Name of places
–Scientific names
–Appealing words
–Descriptive words
24/10/2013
Prepared by Temesgen B. (PhD)
Continued…
• Afterwards, brands started to take names of places, famous people and animals in attempt to strengthen association between product and brand
• In the middle of 20th century,
Industrialization brought mass production of homogeneous items
– Central objective of brands being differentiation 24/10/2013
Prepared by Temesgen B. (PhD)
What is a brand?
A brand is perceptual entity that lives in the consumers mind.
A successful brand is a name, term, sign, symbol, design or combination of this which identifies a product of a given firm as having sustainable differential advantage.
24/10/2013
Prepared by Temesgen B. (PhD)
Cont’d....
• The American Marketing Association defines a brand as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to
BRAND MANAGEMENT: AN OVER VIEW
24/10/2013
Prepared by Temesgen B. (PhD)
Outline…
• Evolution of Brands
• What is a Brand?
• Choosing the Brand Elements
• Creating Brand Equity
• Crafting the Brand Positioning
• Strategic Brand Management
24/10/2013
Prepared by Temesgen B. (PhD)
Evolution of Brands…
• The term brand comes from the word ‘
Brandr’ (to burn), practiced by ancient farmers to put marks on their animal by burning their body to identify them
• The nucleus of branding seems to be uniformity 24/10/2013
Prepared by Temesgen B. (PhD)
Continued…
• People needed to put seal on their items because their properties were similar to others’ properties and differentiation becomes difficult
• Therefore, Branding is imperative when identity is lost due to homogeneity. • Initial brands were the name of the owner or producers e.g.
– Ford, Sears, TATA etc.
24/10/2013
Prepared by Temesgen B. (PhD)
Continued…
• Major classifications of brand names
–Personal/Given name of investor or inventor –Name of places
–Scientific names
–Appealing words
–Descriptive words
24/10/2013
Prepared by Temesgen B. (PhD)
Continued…
• Afterwards, brands started to take names of places, famous people and animals in attempt to strengthen association between product and brand
• In the middle of 20th century,
Industrialization brought mass production of homogeneous items
– Central objective of brands being differentiation 24/10/2013
Prepared by Temesgen B. (PhD)
What is a brand?
A brand is perceptual entity that lives in the consumers mind.
A successful brand is a name, term, sign, symbol, design or combination of this which identifies a product of a given firm as having sustainable differential advantage.
24/10/2013
Prepared by Temesgen B. (PhD)
Cont’d....
• The American Marketing Association defines a brand as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to