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BRAND MANAGEMENT

A product is any offering by a company to a market


that serves to satisfy customer needs and wants.
Branding ..
What is brand?
Name, sign, symbol, intended to identify
goods & services of one seller from another


Brand identity
Perspectives of
Marketer
Brand image
Perspectives of
Consumer
It is possible to brand everything
A physical good (Nestle soup, Pantene shampoo or
Maruti Swift
A service (Kingfisher Airlines, TATA AIG medical
insurance),
A store (Big Bazaar, BATA stores),
A place (The state of Tamilnadu),
An event (Chittirai festival)
A person (Shahrukh Khan, Sachin Tendulkar, Kalam,
Tiger Woods, Roger Federer)
An organization (PSNACET, UNICEF or BCCI)