Professional Documents
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Ranjan Paul
ranjanpaul@airtelmail.in
Mobile: +91 9891984804
Branding – An Overview
Strategic Brand Management – Kevin Lane
Keller
Strategic Brand Management – Jean-Noel
Kapferer
Product VS Brand
A product is anything that can be offered to the market
for attention , acquisition, use, or consumption that
might satisfy a need or want. Thus, a product can be
a physical good, service, organization, place or ideas.
A brand is a product but adds other dimensions that
differentiate it in some way from other products
designed to satisfy the same need.
1
2/15/2010
10
Global Top 10
2009
Country
2009 2008 Brand
Brand of Sector
Rank Rank Value
Origin
($m)
Brands 2009 1 1
United
States
Beverag
es
68,734
Comput
United
2 2 er 60,211
States
Services
Comput
United er
3 3 56,647
States Softwar
e
United Diversifi
4 4 47,777
States ed
Consum
er
5 5 Finland 34,864
Electron
ics
United Restaur
6 8 32,275
States ants
United Internet
7 10 31,980
States Services
Automo
8 6 Japan 31,330
tive
Comput
United er
9 7 30,636
States Hardwa
re
United
10 9 Media 28,447
States
http://www.interbrand.com/best_global_brands.aspx
2
2/15/2010
• Knowledgeable consumers.
• Brand Proliferation
• Media Fragmentation
• Increased competition
• Increased costs of introducing new product or
supporting existing product.
• Greater accountability
• Technology
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3
2/15/2010
21 22
4
2/15/2010
Brand-product matrix
Brand-
Grow and Sustain Brand portfolios and hierarchies
Brand Equity Brand expansion strategies
Brand reinforcement and revitalization 26
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