PRODUCT AND BRAND MANAGEMENT - Kindle edition by U C Mathur. Download it once and read it on your Kindle device, PC, phones or tablets. Product and Brand Management. Notes. Introduction. Product Management is becoming an important function of marketing. With the passage of time, product. Excel Books India, - Brand name products - pages. 1 Review . Foreign Trade Zones Product Development Management Game Part
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Biyani's Think Tank. Concept based notes. Product and Brand Management. ( MBA). Sujata Biyani. Karishma Gupta. Deptt. of Management. Biyani Institute of. As of today we have 78,, eBooks for you to download for free. No annoying ads, no BRAND NAME PRODUCTS New Strategic Brand Management. Strategic Brand Management Building, Measuring, and Managing Brand Equity 30 Brand Elements 30 Brands versus Products 31 BRANDING BRIEF
Besides introducing the topic strategic planning in retailing and fundamentals in the fields of the marketing mix in retailing, this book builds on e-tailing and digitalization.
Furthermore, this book builds on the major topic strategic brand management and branding decisions in general and in particular within the retail landscape. User Account Log in Register Help. Search Close. Advanced Search Help. Add to Cart.
August ISBN Institutional Price Campus-wide license. Individual download options. The importance of the downloading decision is consequently high.
For this reason, also customer involvement rises and high amounts of time and energy are spent in order to obtain information. In case a brand has succeeded in becoming the absolute leader in its segment, search cost may even be minimized for specialty goods. For this reason, Perreault states that successful brands that customers insist on by name also fall into this product category.
According to his definition, specialty goods are those specific products that consumers really want. They are not interested in comparing different alternatives because they are aware of the benefits they obtain from downloading or using this good.
He agrees that specialty goods have a high value in the eyes of their downloadrs; however, he explains customer involvement by their insistence on this very product and their willingness to make special efforts finding it.
They use brands as personality statements to others or even to themselves. They communicate their feeling of group identity in a very strong way, and most people probably do not drive a Harley Davidson because of the durability of its material or the quality of its motor.
Instead, being a Harley Davidson driver implies being a tough and independent person; it is an expression of personal freedom. However, for certain kinds of products it seems to be more difficult to establish respected brands than for others. For example, it will probably be difficult for most people to recall brand names for products like produce, candles, or electric extension cords. Hence, there must be certain requirements for a product to fulfill in order to be successfully branded.
Yet, there are conditions that are favorable to branding: - Demand for product class is high and differentiated - The product is easy to identify - Product quality is easy to maintain - The product is perceived as the best value for its price - Existence of economies of scale - Ubiquity of the product High and Differentiated Demand for Product Class In order for a product to be sold profitably there has to be sufficient demand.
The company needs to verify that it is worth investing in developing and launching a new good and that it will eventually lead to organizational profits. Branding implies further investments besides mere product development. It is necessary to create a brand name, logo, slogan etc.
These firms help doing brand research, identify and build brand strategies, and so on. A high differentiated demand is important for the company because the purpose of branding is to create uniqueness and thus distinguish the product from others. The Product Is Easy to Identify Customers are confronted with a huge variety of products paired with an information overload due to mass advertising efforts.
Thousands of advertisements are competing for attention, and even when simply going to the supermarket, they are exposed to the impressive number of around 25, items. Companies need to ensure that their brand is easy to identify in order to stand out of the competition. The most important identification features are brand name and symbol.
If well-chosen, they can help achieving customer awareness of the brand and facilitate recognition and recall. It suggests the brand purpose and is easy to remember. The colors green and white indicate purity and closeness to nature.
It is important to legally protect brand name and logo by trademark in order to prevent competitors from copying. The importance of registration becomes even more obvious considering the fact that even with protection companies in the USA loose billions of dollars every year due to unauthorized use of copyrights, trademarks and patents.
The downloader holds a defined set of expectations concerning product benefits. When a brand is not able to fulfill its promise of quality delivery, a loss of reputation will subsequently follow. Unsatisfied customers or even rejection of the brand will result in decreasing profits for the company. Once the brand has a negative image in the eyes of consumers it can be very difficult and expensive to change that situation.
With the creation of a brand, a company wants to emphasize certain attributes and thus distinguish their product from competing ones. Only if consumers can rely on the brand, it will be able to provide security; and only by providing security it will be possible for a brand to offer the benefits mentioned in section 1. However, quality alone is not enough. Customers do not necessarily want the highest of standards; neither do they always look for the cheapest of prices.
While a certain standard is perceived as valuable for some customers, it might not be appreciated in the same way by others. Others connect value with moderately-priced services, such as a pizza delivery service.
In order to solve this problem, companies need to know the expectations and attitudes of their major target markets.
The organization needs to develop brand standards, strategies, and quality insurance programs. When production outcome rises, the amount of fixed expenses can be divided by a larger number of products. Examples of fixed costs include development costs, rental fees for buildings, fixed employee salaries, and advertising costs.
Because these expenses are not directly caused by the product itself they can also be referred to as indirect costs. However, not all products can be produced in masses or with economies of scale. Scarce goods such as diamonds do not exist in huge quantities so that products containing them cannot be manufactured in countless amounts. Productivity gains are also difficult to achieve in labor-intensive services and creative jobs like book-writing.
Other services, such as research, only rise in cost with increasing activities and therefore do not provide economies of scale. Ubiquity of the Product Dependable and widespread availability is a key factor for establishing successful brands.
First of all, it is important to create customer awareness, which can be achieved through extensive exposure of the brand at the points of sale. If consumers have frequent visual contact with a brand at many different locations, they will be more likely to remember it. An important function of a brand is to serve as a download stimulus. While truly committed consumers might be willing to walk an extra mile in order to find a specific brand, others will download a competing product instead if the brand is not present.
And even if the brand has become part of it, repeat download is still not yet guaranteed. When customers are satisfied with a particular brand, they generally want to continue using it.
Marks have been found on pottery from ancient Greek and Rome, on early Chinese porcelain, and on Indian artifacts dating back to about B.
This section provides some historical background of the subject. Professional brand management has evolved during six distinct eras: 1 manufacturer, 2 product, 3 customer, 4 image, 5 strategy, and 6 identity orientation Figure Each of these epochs uses a different approach to managing brands in order to respond to technological advances, changes in the economic environment, and other factors.
Major reasons for this were developments and changes caused by the Industrial Revolution. Advances in communication and transportation facilitated the distribution of products in larger areas.
As a result of that, retail institutions emerged in order to sell this mass-produced merchandise, which, thanks to improvements in packaging, was now individually packaged as opposed to bulk containers. Because of loss of contact between manufacturer and customer and growing competition between products, it became necessary for companies to mark their goods.
Advertising became increasingly popular so that the new brands could easily be promoted. By the end of the 19th century, most countries had included trademark acts in their legislation in order to legally protect brands. Because manufacturer name and reputation were the key factors to ensure business success, brands were created for and defined by their function of indicating origin.
Other means of differentiation were necessary. Manufacturers wanted to gain customer trust. Relationship Marketing Frank Tyre Company.
Aryan Lubricants. Relationship Marketing Jags Electronics. Service as a ProductZeta Hotels. Retail Marketing Stores. Kanon Appliances. Strategies for PricingRegent. Competitive SellingAirline India Ltd. Pricing in an explosive MarketComputers Ltd. Marketing Research ProjectCiti. Credit as a sales tool ABC Inc. Portfolio Management. Hindalco Hindustan Aluminium Company.
Picture tubes logistics.
Sugar Millslogistics. Product InnovationNirlep. Advance Stereo Systems. Strategies for Retail MarketingWomen shoppers over the years. Raychem Corporation USA. General Insurance Corporation of India. OKS Specialty Lubricants.
Competent Motors. Activity Based Corporation. Bharti Electronics Ltd. Flying Giants FG. Analytical Questions. Product and Brand Management U. Product Marketing and Economy.