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Module 3 - Fundamentals of Brand Management

The document discusses the fundamentals of brand management. It defines key terms like brand, branding, and brand name. It also outlines the goals of branding which include establishing trust with customers, differentiating from competitors, and driving loyalty. Additionally, it provides characteristics that an effective brand name should possess such as being unique, extendable to other languages and markets, and describing benefits.

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WilmerAmbal
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289 views9 pages

Module 3 - Fundamentals of Brand Management

The document discusses the fundamentals of brand management. It defines key terms like brand, branding, and brand name. It also outlines the goals of branding which include establishing trust with customers, differentiating from competitors, and driving loyalty. Additionally, it provides characteristics that an effective brand name should possess such as being unique, extendable to other languages and markets, and describing benefits.

Uploaded by

WilmerAmbal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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FUNDAMENTA

LS OF BRAND
MANAGEMENT
 Define what is
OBJECTIVES: BRAND, BRAND
MANAGEMENT,
BRAND NAME and
BRANDING
 Distinguish the
different GOALS OF
BRANDING
 Give the different
characteristics of
BRAND NAME
Brand
- refers to the identity of a
company, of a product, of a service,
or of an entrepreneur himself or
herself. A brand is a symbol of
promise or assurance from the
entrepreneur that what it purports
to the customers will happen.
 Brand Management is the
supervision of the tangible and
intangible elements of a brand.
 Tangible elements include the
product itself, its packaging,
its price and its location.
 Intangible elements include
the perception and
relationship of the customers
with the brand
Branding
It is the process of integrating
the strategies formed from the
marketing mix to give an identity
to the product or service.
Goals of Branding:
1. Establishing to target customers
that the business is reliable and
trustworthy and that the
product/service is the superior
solution to their current problem
2. Differentiating with competitors
3. Driving customer loyalty and
retention
Brand name is a major differentiator of the
entrepreneur against the competitors. To be
different and catchy, a brand name must
possess the following characteristics:
 Unique
 Extendable
 Can describe the benefits of the product or
service
 Can be converted to other dialects or
languages in case the entrepreneur expands
to other territories
 Can describe a product category
 Can describe concrete qualities
 Positive and inspiring
READ AND ANSWER

Looking and posting on your social


media accounts everyday is now a
norm. What are the factors that compel
you to like or subscribe to a brand
online? What online strategy compelled
you to buy products or avail services?
Write your answer in an essay.
ASSIGNMENT

Eat, rest and sleep.


Enjoy and spend time with
your family.
Go to church on Sunday.

GOD BLESS! 

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