Role of Brands – What are brands for
Role of Brands In a world where products, markets, and industry boundaries are in flux, a well-managed brand can be a prime source of strategic direction and competitive advantage. Today…
Author: Drypen
Brand Characteristics
The world is rapidly shrinking with the advent of faster communication, transportation and financial flows. Products developed in one country – Mont Blanc pens, McDonalds, BMW’s – are finding enthusiastic…
Branding Concepts
While studying brands and branding case studies will come across various terms and concepts relating to brands which most companies use in order to define their strategy for branding their…
Elements of a Brand
Certain factors should be considered before selecting a brand name. They are as follows: Distinguish the product from competitive brands Memorable and easy to pronounce Easy to say, spell and…
Types of Brands
The functional dimension is the product’s attributes and benefits or the tangible properties while the symbolic dimensions are the intangible aspects of the brand. A marketer can combine these two…
Brand Building Strategies
Brand extensions often come in the forms of different product category introductions using a common name but emanating from a common expertise pool. This strategy is particularly true in Japanese…
Why is Brand Building Difficult
Why is Building Strong Brands so Difficult It is difficult to build a strong brand in today’s environment. The brand builder can be inhibited by substantial pressures and barriers, both…
Brand Equity – Understanding Brand Equity
Before looking at the various methods of brand building it is essential to know what brand equity is because strong brand equity is the basis of brand building.
Brand Awareness – A Brand Building Concept
Awareness refers to the strength of a brand’s presence in the consumer’s mind. Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition…
Brand Recall – A Brand Building Concept
A brand (Bisleri) is said to have recall if it comes to consumers’ minds when its product class (mineral water) is mentioned.