Impact Of Brand Management In Big Bazaar

INTRODUCTION

1.1 INTRODUCTION TO INTERNSHIP

An internship is an opportunity for practical work experience in a researcher’s chosen field of study. This training provides you with hands-on learning outside of the classroom. This training offers students:

• Practical, hands-on work experience

• A chance to see first-hand whether a particular field is a good match

• An option to practice what you have learned in the classroom

• First-hand knowledge of a company

• The ability to earn academic credit

1.2TOPIC CHOSEN FOR STUDY :-

“A study on Brand Management” at big bazaar ,Hyderabad”

MEANING

The American Marketing Association defines a brand as “A name, term, sign, symbol or design or a mixture of them, intended to identify the goods

Brand management is one of the vital elements for any company to be success in future; it would help to gain the competitive advantages among competitors. Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.

Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product /

Given the commonness in the literature of merchandise and service as two key determinants in the formation of store image, these two characteristics were selected for this present study to gauge consumer’s perceptions of retail stores. These characteristics were incorporated in this study by obtaining consumer similarity judgments on retailers’ “service quality” and “merchandise quality”. The gathering of retail stores based on these two attributes will yield a better understanding of competition within the retail industry. This is of interest from a strategic marketing standpoint in that many off-price retailers carry the same quality merchandise as other, higher priced retailers (namely, department stores and specialty stores). Once upon a time, competition within the retail sector was more clearly delineated in that department stores tended to compete with other department stores; and in general, stores of a specific type tended to take part with like stores in reality, these differences (at least with regards to merchandise quality) may not be as clear today since off-price retailers often carry the same merchandise as specialty and department stores. No longer can the rivalry be viewed as narrowly – merely by store type - as it had been in the past for purposes of marketing strategy development. Off-price retailers tried hard to convince consumers