Dr. Gopal Thapa's Brand & Brand Management
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Dr. Gopal Thapa's Brand and Brand management based on Strategic Brand Management by Kevin Lane Keller
Dr. Gopal Thapa's Brand & Brand Management
- 1. Brands and Brand Management Dr. Gopal Thapa Tribhuvan University
- 2. Brand A brand is 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 differentiate them from those of competitors. Kotler 04/15/25 Prepared by Gopal Thapa 2
- 3. Brand Brand is a name , term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Kevin Lane Keller 04/15/25 Prepared by Gopal Thapa 3
- 4. Brand Management Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. Kevin Lane Keller 04/15/25 Prepared by Gopal Thapa 4
- 5. Objectives of Branding (Customer related) Product identification Quality assurance Prestige and status 04/15/25 Prepared by Gopal Thapa 5
- 6. Objectives of Branding (Organization related) Promotion Brand loyalty Product positioning Product expansion Marketing efficiency Image Legal production 04/15/25 Prepared by Gopal Thapa 6
- 7. Objectives of Branding ( Society related) Event promotion Consumer welfare Environment protection 04/15/25 Prepared by Gopal Thapa 7
- 8. Reasons for Branding Product identification Consistent quality Prestige and status Promotion Efficiency Legal protection Social well-being 04/15/25 Prepared by Gopal Thapa 8
- 9. Reasons against Branding High cost Low quality Perishable products Homogeneous products Legal formalities 04/15/25 Prepared by Gopal Thapa 9
- 10. Types of Branding (Ownership based) Manufacturer brand Middlemen brand Licensed brand 04/15/25 Prepared by Gopal Thapa 10
- 11. Types of Branding (Product based) Individual brand Family brand Mixed brand 04/15/25 Prepared by Gopal Thapa 11
- 12. Branding of Various Entities Physical goods Services Retailers and distributors Online products and services People and organization Sports, arts and entertainment Geographical location Ideas and causes 04/15/25 Prepared by Gopal Thapa 12
- 13. Branding Challenges and opportunities Savvy Customers Brand Proliferation Media Fragmentation Increased Competition Increased Costs Greater Accountability 04/15/25 Prepared by Gopal Thapa 13
- 14. Brand Equity A set of brands assets & liabilities linked to the brand’s name, symbol that add or subtract from the value it provides – David Aaker 04/15/25 Prepared by Gopal Thapa 14
- 15. Brand Equity The differential effect of brand knowledge on consumer response to the marketing of the brand Keller 04/15/25 Prepared by Gopal Thapa 15
- 16. Consumer Based Brand Equity Three key elements 1. 1. Differential effect 2. 2. Brand knowledge 3. 3. Consumer response to marketing Power of the brand lies in the mind of the consumer 04/15/25 Prepared by Gopal Thapa 16
- 17. Strategic Brand Management Process Identifying and establishing brand positioning and values Planning and implementing brand marketing program Measuring and interpreting brand performance Growing and sustaining brand equity 04/15/25 Prepared by Gopal Thapa 17
- 18. Any Queries? Thank You 04/15/25 Prepared by Gopal Thapa 18