Download - BBen brand
BRANDDESIGNS
Pradeep SharmaMay 2010
understanding brands
AVERAGE PRICECOST PRICE PREMIUM PRICE
Labour
Materials
Overheads
COST PRICE
IndustryMargins
AVERAGE PRICE
BRANDPREMIUM
dependent on a number offactors such as companyreputation, after careservice, warranties,personality, social standingetc.
qualityperceptions
organisation
brand
corporateimage
value
otherpeople
aftersalesservice
warranties
duringsales
serviceadvice
availability
finance
guarantees
delivery
packaging
graphics
PRODUCTprice
design
function
featuresefficacy
The humble coffee bean
Pri
ce o
f co
ffee
off
erin
gs
commodity good service experience
strategic brandmanagement
making animpression
“I don’t know who you are.
I don’t know your company.
I don’t know what your company stands for.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now-what was it you wanted to sell me?
communication
product-service
environment
behaviour
culture
you customer
brand behaviours
Pablo Picasso
Piet Mondrian
Jackson Pollock
credibility footprint
Q.
Pradeep SharmaBath School of Art & Design