Waytokart with brand management

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Brand Management with Waytokart
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What is a brand? Waytokart

• Waytokart brand is a name, term, sign, symbol,
  design or a combination of the above to identify
  the goods or service of a seller and
  differentiate it from the rest of the competitors

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Waytokart brand comprises of

• Waytokart Tangible attributes
• Waytokart Intangible attributes

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Waytokart Tangibles

• Eg. Waytokart
• Waytokart Product
• Waytokart Packaging
• Waytokart Labelling
• Waytokart Attributes
• Waytokart Functional benefits

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Waytokart Intangibles

• Eg. Waytokart
• Waytokart Quality
• Waytokart Emotional benefits
• Waytokart Values
• Waytokart Culture
• Waytokart Image

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Waytokart Brand Mark

• Waytokart brand mark is the part of the brand
  that appears in the form of symbol, design or
  distinctive color or lettering. It is recognized
  by sight but cannot be expressed when a person
  pronounces the brand name.

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Waytokart Trade Mark

• Waytokart trademark is a brand that has been
  adopted by a seller and given legal protection. A
  Trademark for service is called as

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Waytokart Reasons for Branding

• Waytokart Sellers
• Waytokart Helps in promotion
• Waytokart Easily recognized when displayed
• Waytokart Reduces price comparison
• Waytokart Influences customer loyalty
• Waytokart Differentiate commodities

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Waytokart Reasons for not Branding

• Waytokart Two responsibilities come with brand
  ownership
• Waytokart Promoting the brand
• Waytokart Maintaining a consistent quality of
  output
• Many firms do not brand their products
• because they are unable or unwilling to
• assume these responsibilities

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Waytokart Desirable characteristics in the name
of a brand

• Waytokart Suggests something about the product,
  particularly its benefits and use e.g.
• Waytokart Be easy to pronounce, spell and
  remember e.g...
• Waytokart Be distinctive
• Waytokart Be adaptable to additions to the
  product line e.g. McDonald vs. Burger King
• Waytokart Be capable of registration and legal
  protection. The Lanham Act, 1989

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Waytokart brand name should indicate

• Waytokart Product category
• Distinctiveness
• Should not indicate poor meanings in other
  markets or languages

• Waytokart Product benefits
• Product quality
• Names easy to remember, recognise, pronounce

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Waytokart Product Counterfeiting

• Waytokart It is the process in which some
  unscrupulous manufacturers engage in product
  counterfeiting by placing a highly regarded brand
  on their offering, disregarding the basic fact
  they do not own the rights of the brand e.g.
  pirated goods

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Waytokart Brand Identity

• Waytokart is the marketers promise to give a set
  of features, benefits and services consistently

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Waytokart Brand Building

• Waytokart Involves all the activities that are
  necessary to nurture a brand into a healthy cash
  flow stream after launch

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Waytokart What kind of activities?

• Eg. Waytokart
• Waytokart Product development
• Waytokart Packaging
• Waytokart Advertising
• Waytokart Promotion
• Waytokart Sales and distribution

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Waytokart Brand Equity

• Waytokart When a commodity becomes a brand, it is
  said to have equity. Those advantages which a
  Brand enjoys because it is a Brand

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Waytokart What is brand equity?

• Waytokart The premium it can command in the
  market
• Waytokart Difference between the perceived value
  and the intrinsic value

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Waytokart Types of Brand Equity

• Waytokart Cost Based
• Historical Cost
• Replacement Cost
• Market Value Method
• Brand Contribution Method
• Waytokart Price Based
• Waytokart Consumer Based

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Waytokart What happens when equity increases?
Commodity
Brand
Power Brands
Presence

Personality
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Waytokart What happens when brands have high
equity?

• Waytokart The company can have more leverage with
  the trade
• Waytokart The company can charge a premium on
  their product
• Waytokart The company can have more brand
  extensions
• Waytokart The company can have some defense
  against price competition

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Waytokart Brand Loyalty Pyramid
111
?
Waytokart Find out on your own
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Waytokart How does one build brands?

• Waytokart Distinguishing it from others value
  proposition
• Waytokart Brand promise must match brand delivery

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Waytokart The value proposition

• Waytokart Broad positioning
• Waytokart Specific positioning
• Waytokart Value positioning

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Waytokart Creating the brand

• Waytokart Choosing a brand name
• Waytokart Develop rich associations and promises
• Waytokart Managing customer brand contact to meet
  and exceed expectations

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Waytokart Brand Associations

• Waytokart owned word
• Waytokart Slogans
• Waytokart Colours
• Waytokart Symbols and logos

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Waytokart Brand Status
E S T E E M


Step up advertising
Cash Cow.Need to Sustain brand building
activities
Troubled brand Product upgradation
required
New Product Or Product should be phased
out
FAMILIARITY
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Waytokart Brand ambassadors

• Waytokart Giving a face and personality to the
  brand that is expected to be rubbed off from the
  brand ambassador

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Waytokart Brand Pitfalls

• Waytokart Brand experience must match brand image
• Waytokart Calls for managing every brand contact

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Waytokart

• www.waytokart.com