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Brand Management

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What is a brand?

A brand is a name, term, sign,

symbol, design or a combinationof the above to identify thegoods or service of a seller and

differentiate it from the rest of thecompetitorsUmar Saddam

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When you cannot do this

The product is a commodity

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A brand comprises of Tangible attributes

Intangible attributes

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TangiblesEg.

Product

Packaging

Labelling

Attributes Functional benefits

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IntangiblesEg.

Quality

Emotional benefits

Values

Culture Image

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Brand Identity

It is the marketers promise to

give a set of features, benefitsand services consistently

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Brand Building

Involves all the activities that are

necessary to nurturea brandinto a healthy cash flowstreamafter launch

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What kind of activities?Eg.

Product development

Packaging

Advertising

Promotion Sales and distribution

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Brand Equity

When a commodity becomes a

brand, it is said to have equity

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What is brand equity? The premium it can command in the

market

Difference between the perceived valueand the intrinsic value

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What happens when equity

increases?

Commodity Brand Power Brands

Presence

+

Personality

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What happens when brands

have high equity? The company can have more leverage

with the trade

The company can charge a premium ontheir product

The company can have more brand

extensions The company can have some defense

against price competition

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Brand Loyalty PyramidCommitted buyer

Likes the brand. Considersit a friend

Satisfied buyer. Would

incur costs to switch

Satisfied buyer/noreason to change

Switchers/Price

sensitive

1

1

1

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How does one build brands? Distinguishing it from othersvalue

proposition

Brand promise must match branddelivery

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The value proposition Broad positioning

Specific positioning

Value positioning

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Creating the brand Choosing a brand name

Develop rich associations and promises

Managing customer brand contact tomeet and exceed expectations

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Considerations in choosing a

brand name What does the brand name mean?

What associations / performance /

expectations does it evoke ?

What degree of preference does itcreate?

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A brand name should indicate Product benefits

Product quality

Names easy toremember,recognise,pronounce

Product category

Distinctiveness

Should not indicatepoor meanings inother markets orlanguages

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Brand Status

Step up

advertising

FAMILIARITY

E

S

T

EE

M

New ProductOr Product

should be phased out

Cash Cow.Need to

Sustain brandbuilding activities

Troubled brand

Product upgradation

required

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Brand ambassadors Giving a face and personality to the

brand that is expected to be rubbed off

from the brand ambassador

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Brand Vitality Differentiation in consumers need

Differentiation relevant to consumers

need

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Brand Pitfalls Brand experience must match brand

image

Calls for managing every brand contact

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