STUDENT- PGDMINSTITUTE OF MANAGEMENT STUDIES, NOIDA

Prepared by –1.RAVISH ROSHAN (atulravish@gmail.com),9968009808 (m

ail ur comm

ents, please)

Brand ManagementBrand Management

What is a brand?What is a brand?

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

A brand comprises of A brand comprises of

Tangible attributes Tangible attributes Intangible attributesIntangible attributes

TangiblesTangibles

Eg.Eg. ProductProduct PackagingPackaging LabellingLabelling AttributesAttributes Functional benefitsFunctional benefits

IntangiblesIntangibles

Eg.Eg. QualityQuality Emotional benefitsEmotional benefits ValuesValues CultureCulture ImageImage

Brand PowerBrand Power

Customer will change brands for price Customer will change brands for price reasonsreasons

Customer is satisfied. No reason to Customer is satisfied. No reason to change.change.

Customer is satisfied and would take Customer is satisfied and would take pains to get the brandpains to get the brand

Customer values the brand and sees it Customer values the brand and sees it as a friendas a friend

Customer is devoted to the brandCustomer is devoted to the brand

Advantages of Advantages of brandingbranding Easy for the seller to track down problems Easy for the seller to track down problems

and process ordersand process orders Provide legal protection of unique product Provide legal protection of unique product

featuresfeatures Branding gives an opportunity to attract loyal Branding gives an opportunity to attract loyal

and profitable set of customersand profitable set of customers It helps to give a product category at different It helps to give a product category at different

segments, having separate bundle of benefitssegments, having separate bundle of benefits It helps build corporate imageIt helps build corporate image It minimizes harm to company reputation if It minimizes harm to company reputation if

the brand failsthe brand fails

Brand IdentityBrand Identity

It is the marketer’s promise to give a It is the marketer’s promise to give a set of features, benefits and services set of features, benefits and services consistentlyconsistently

Brand BuildingBrand Building

Involves all the activities that are Involves all the activities that are necessary to necessary to nurturenurture a brand into a a brand into a healthy cash flowhealthy cash flow stream stream after after launchlaunch

What kind of What kind of activities?activities?

Eg.Eg. Product developmentProduct development PackagingPackaging AdvertisingAdvertising PromotionPromotion Sales and distributionSales and distribution

Brand EquityBrand Equity

When a commodity becomes a When a commodity becomes a brand, it is said to have equitybrand, it is said to have equity

What is brand equity?What is brand equity?

The premium it can command in The premium it can command in the marketthe market

Difference between the perceived Difference between the perceived value and the intrinsic valuevalue and the intrinsic value

What happens when What happens when equity increases?equity increases?

Commodity Brand Power Brands

Presence+

Personality

What happens when What happens when brands have high brands have high equity?equity? The company can have more The company can have more

leverage with the tradeleverage with the trade The company can charge a The company can charge a

premium on their productpremium on their product The company can have more The company can have more

brand extensionsbrand extensions The company can have some The company can have some

defense against price competitiondefense against price competition

Umbrella BrandUmbrella Brand

Products from different categories Products from different categories under one brandunder one brand

Dangerous to the brand if the Dangerous to the brand if the principal brand failsprincipal brand fails

Sometimes the company name is Sometimes the company name is prefixed to the brand. In such prefixed to the brand. In such cases the company name gives it cases the company name gives it legitimacy. legitimacy. The product name The product name individualizesindividualizes it. it.

Naming the BrandNaming the Brand

Product benefitsProduct benefits Product qualitiesProduct qualities Easy to pronounceEasy to pronounce Should be distinctiveShould be distinctive Should not have poor meanings in Should not have poor meanings in

other languages and countriesother languages and countries

Brand Loyalty PyramidBrand Loyalty Pyramid

Committed buyer

Likes the brand. Considers it a friend

Satisfied buyer. Would incur costs to switch

Satisfied buyer/no reason to change

Switchers/Price sensitive

How does one build How does one build brands?brands? Distinguishing it from others – Distinguishing it from others –

value propositionvalue proposition Brand promise must match brand Brand promise must match brand

deliverydelivery

The value propositionThe value proposition

Broad positioningBroad positioning Specific positioningSpecific positioning Value positioningValue positioning

Creating the brandCreating the brand

Choosing a brand nameChoosing a brand name Develop rich associations and Develop rich associations and

promisespromises Managing customer brand contact Managing customer brand contact

to meet and exceed expectationsto meet and exceed expectations

Considerations in Considerations in choosing a brand choosing a brand namename What does the brand name What does the brand name

mean?mean? What associations / performance / What associations / performance /

expectations does it evoke ?expectations does it evoke ? What degree of preference does it What degree of preference does it

create?create?

A brand name should A brand name should indicateindicate Product benefitsProduct benefits Product qualityProduct quality Names easy to Names easy to

remember, remember, recognise, recognise, pronouncepronounce

Product categoryProduct category DistinctivenessDistinctiveness Should not Should not

indicate poor indicate poor meanings in meanings in other markets or other markets or languageslanguages

Brand AssociationsBrand Associations

‘‘owned word’owned word’ SlogansSlogans ColoursColours Symbols and logosSymbols and logos

Brand StatusBrand Status

Step up advertising

FAMILIARITY

ESTEEM

New Product Or Product should be phased out

Cash Cow.Need toSustain brand building activities

Troubled brand Product up gradation required

Brand ambassadorsBrand ambassadors

Giving a face and personality to Giving a face and personality to the brand that is expected to be the brand that is expected to be rubbed off from the brand rubbed off from the brand ambassadorambassador

Brand VitalityBrand Vitality

Differentiation in consumer’s Differentiation in consumer’s needneed

Differentiation relevant to Differentiation relevant to consumer’s needconsumer’s need

Brand PitfallsBrand Pitfalls

Brand experience must match Brand experience must match brand imagebrand image

Calls for managing every brand Calls for managing every brand contactcontact

Brand strategyBrand strategy

Line extension – existing brand name Line extension – existing brand name extended to new sizes in the existing product extended to new sizes in the existing product categorycategory

Brand extension – brand name extended to Brand extension – brand name extended to new product categoriesnew product categories

Multibrands – new brands in the same Multibrands – new brands in the same product categoryproduct category

New brands – new product in a different New brands – new product in a different product categoryproduct category

Cobrands –brands bearing two or more well Cobrands –brands bearing two or more well known brand namesknown brand names

Brand RepositioningBrand Repositioning

This may be required after a few This may be required after a few years years

to face new competition and to face new competition and changing changing

customer preferencescustomer preferences

PackagingPackaging

Includes the activities of Includes the activities of designing and producing the designing and producing the container for a productcontainer for a product

Packaging is done at three levels Packaging is done at three levels – primary, secondary & shipping– primary, secondary & shipping

Packaging as a Packaging as a marketing toolmarketing tool Self serviceSelf service Consumer affluenceConsumer affluence Company and brand imageCompany and brand image InnovationInnovation

Designing packagingDesigning packaging

Packaging conceptsPackaging concepts Technical specificationsTechnical specifications Engineering testsEngineering tests Visual testsVisual tests Dealer testsDealer tests Consumer testsConsumer tests Packaging innovationsPackaging innovations Environmental considerationsEnvironmental considerations

LabelsLabels

IdentificationIdentification Grade classificationGrade classification Description of productDescription of product Manufacturer identityManufacturer identity Date of mfg., batch no.Date of mfg., batch no. Instructions for useInstructions for use PromotionPromotion

Labels as a marketing Labels as a marketing tooltool

Labels need to change with time Labels need to change with time or packaging changes to give it a or packaging changes to give it a contemporary and fresh lookcontemporary and fresh look

THANK YOUTHANK YOU