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PRENSENTED BY:-
ASHUTOSH PRATAP SINGH
ROHITASH KALRA
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Basic Product ConceptsA product is a goods, service, or idea
Tangible Attributes
Intangible Attributes
Product classification
Consumer goods
Industrial goods
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Product TypesBuyer orientation
Amount of effort expended on purchase
ConvenienceShopping
Specialty
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BrandsBundle of images and experiences in the
customers mind
A promise made by a particular company
about a particular productA quality certification
Differentiation between competing products
The sum of impressions about a brand is theBrand Image
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What is a Brand?
Its the companys definition of whatthey have to offer.A brand is a product that has a
personality.A promise to the customer.What the customer knows about your
specific product. Its your image.How the company or product is
perceived?
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What is a Brand?
A set of product perceptions by theconsumer.
It is a personality developed over time.
A brand signifies a relationship with thecustomer.It is the companys most valuable asset. Its
also the main differentiator, the best
defense against price competition, and thekey to customer loyalty.Competitors can copy your features and
benefits, but they cant steal your brand.Its a promise. But it must be backed up by
performance.
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A product issomething that ismade in a factory
A product can becopied by acompetitor.
A product can bequickly outdated.
A brand is somethingthat is bought by acustomer
A brand is unique.
A successful brand istimeless
Product vs. Brand
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Local Products and
BrandsBrands that have achieved successin a single national market
Represent the lifeblood ofdomestic companies
Entrenched local products/brandscan be a significant competitivehurdle to global companies
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Global Products and
BrandsGlobal products meet the wantsand needs of a global market and is
offered in all world regionsGlobal brands have the samename and similar image and
positioning throughout the world
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Global Products and
BrandsA multinational has operations in different
countries. A global company views the
world as a single country. We knowArgentina and France are different, but wetreat them the same. We sell them the
same products, we use the same
production methods, we have the samecorporate policies. We even use the same
advertisingin a different language, ofcourse.
- Alfred Zeien Former Gillette CEO
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What is a Brand? &
Brand IdentificationA brand is much more than a nameits
a symbol, trademark, logo, term, sign,
design or combination, whichdistinguishes a product from others.Sets a companys products apart from
competition. Its the perception of theproduct in the minds of the consumersYour first opportunity is in the name.
Easier to order and remember.Most important is consistencyglobally
too.
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What is a Brand? &Brand Identification -2-Examples:
1. Mercedes promises well-built,prestigious, safety, performance.
2. Co branding/Dual branding: "Intel inside."
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What is a Brand? &Brand Identification -3-More Examples:
4. Need to keep it fresh. Look at Coca-Cola.Its image is as fresh today as when itstarted. Its not luck. Its careful nurturing
and development of the brand.Can exploit brand equity with brandextensions, if there is value.
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What is a Brand? &
Brand Identification -4-A brand can convey:
Attributes + Benefits + Values + Culture +Personality
Sellers promise to deliver a specific
set of features.Brand equity is the value a brand
adds to the product.
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