OUR VISION
To be in the vanguard of emerging
frontiers of management thought adding
substantial value to the intellectual capital
of youngsters and to enhance the lives
of our people.
OUR MISSION
To transform youngsters into
competent decision makers and
world-class managers who can
excel in today’s highly competitive
global environment.
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PERSONAL INFORMATION
Name of the Candidate
:
Name of the Organisation :
Year of Experience
:
Official Address
:
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BRAND MANAGEMENT LEARNING RESOURCES
TOOL -1
BRAND ELEMENTS CHOOSING MATRIX
ELEMENTS
Memorable
Meaningful
Likable
Name
Logo
Tagline
Color
Package
Character
Ambassador
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Transferable Adaptable
Protectable
TOOL -2
PYRAMID MODEL OF CBBE – CUSTOMER BASED BRAND EQUITY
RATIONAL ROUTE PLAN
EMOTIONAL ROUTE PLAN
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TOOL - 3
BRAND POSTIONING STEPS
1.
2.
3.
4.
Defining and Communicating the Competitive Frame of Reference
Choosing Points of Parity and Points of Difference
Establishing Points of Parity and Points of Difference
Updating Positioning Over Time
1. COMPETITIVE POSITION MAP FOR REFRENCE
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ACTIVITY BASED ON OWN BRAND
2. POINTS OF PARITY AND POINTS OF DIFFERENCE – CHART
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P.O.P – P.O.D CHART
BRAND
P.O.P
P.O.D
3. POSTIONING TIME-LINE CHECK
BRAND ELEMENT
BASE YEAR
1st Repositioning
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2nd Repositioning
BRAND ARCHITECTURE
EXAMPLE:
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CHOOSE YOUR BRAND STARTEGY
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BRAND IMAGE & BRAND PERSONALITY
BRAND IMAGE
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BRAND PERSONALITY – BIG FIVE MODEL
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CHOOSE YOUR BRANDPERSONALITY MIX
PERSONALITY
BRAND-1
BRAND-2
BRAND-3
EXCITEMENT
SOPHISTICATION
SINCERITY
COMPETENCE
RUGGEDNESS
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BRAND-4
BRAND-5
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ZMET METHOD
FOR BRAND STORY & PERSONALITY
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Secondary Association Strategy Chart
BRAND ASSOCIATIONS
BRAND-1
BRAND-2
Co-Branding
Ingredient Branding
Endorsements
Licensing
Events
3rd Party Rating
People
Causes
Origin
Place
Others
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BRAND-3
BRAND AUDIT PROCESS
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WORKSHEET
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FAROOK INSTITUTE OF
MANAGEMENT STUDIES
Promoted by Farook College - Estd In 1948
Farook College P.O, Calicut, Kerala 673632, Tel: 0495 2440658 / 2440648
Email: mba@fims.ac.in, Website : www.fims.ac.in
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