1. Brand Management

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

3. What does the brand identify?
Seller/maker
Or
Product

4. A brand comprises of
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Tangible attributes
Intangible attributes

5. Consider this…
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Nokia= well built ( attribute)
Why is it important that it is well built?
Well built= reliability (functional benefit)
Why is it that reliability is so important?
Reliability= phone is on all the time and my
friends and family can easily reach me
( emotional benefit)
Why is important that you are reachable all
the time?
I am a responsible person (brand essence)

6. Tangibles
Eg.
 Product
 Packaging
 Labelling
 Attributes
 Functional benefits

7. Intangibles
Eg.
 Quality
 Emotional benefits
 Values
 Culture
 Image

8. Brand Identity
It is the marketer’s promise to give
a set of features, benefits and
services consistently

9. Consider this…
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Weather brand is built by advertising?
Or
Brand experience

10. Brand Building
Involves all the activities that are
necessary to nurture a brand
into a healthy cash flow stream
after launch

11. Consider this…
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Volvo launches new convertibles.
Volvo= safety (every aspect of design)
Convertibles= not so safe
Volvo dropped the idea.

12. What kind of activities?
Eg.
 Product development
 Packaging
 Advertising
 Promotion
 Sales and distribution

13. Brand Equity
When a commodity becomes a
brand, it is said to have equity

14. What is brand equity?
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The premium it can command in the
market
Difference between the perceived value
and the intrinsic value

15. What happens when equity
increases?
Commodity
Brand
Power Brands
Presence
+
Personality

16. What happens when brands
have high equity?
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The company can have more leverage
with the trade
The company can charge a premium on
their product
The company can have more brand
extensions
The company can have some defense
against price competition

17. Most Valuable Global Brands
Coca Cola
Marlboro
$ 36
$ 33
Billion
Billion
Nescafe
Kodak
$ 11
$ 10
Billion
Billion
Microsoft
Budweiser
Kellogg's
Motorola
Gillette
Bacardi
$ 9.8
$ 9.7
$ 9.3
$ 9.2
$ 8.2
$ 7.1
Billion
Billion
Billion
Billion
Billion
Billion
Source: Financial World

18. Brand 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

19. Types
National Brand
Private Brand
Generic Name Brand

20. National Brand
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products that carry the name of
the manufacturer
Amul

21. Private Brand
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products that carry the name of
the seller, not the manufacturer
BSC

22. Licensed brand
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Manufactuers
products and sells it
under licensed
names of others
Reid and Taylor

23. Generic Name Brand
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A brand name over which the original
owner has lost exclusive claim because
all offerings in the associated class of
products have become generally known
by the brand name (usually that of the
first or leading brand in that product
class).
Xerox is the company
“photocopy” is the generic name, Vaseline

24. Considerations in choosing a
brand name
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What does the brand name mean?
What associations / performance /
expectations does it evoke ?
What degree of preference does it
create?

25. A brand name should indicate
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Product benefits
Product quality
Names easy to
remember,
recognize,
pronounce
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Product category
Distinctiveness
Should not indicate
poor meanings in
other markets or
languages

26. Creating the brand
Branding
decision
Brand
No brand
Brand sponsor Brand name
decision
decision
Brand strategy Brand reposition
decision
decision
Line extensions
Individual
Brand
Manufacturer Blanket family
extensions
Repositioning
Distributor
Separate family
Multibrands No positioning
Licensed
Company-individual
New brands
co brands

27. Brand name
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Individual: the product
fails or appears to have
low quality the company’s
name or image is not hurt
Blanket family:
development cost is less
Separate family:
Company-individual: Tata

28. Brand strategy
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Line extensions: introduction of additional
items in the same product category (coke
regular, diet)
Brand extensions: using brand name for
products in other category ( Honda four
wheeler and two wheeler)
Multibrands: additional brands in the same
product category ( Kelvinator, Electrolux)
New brands: aqua fresh by gsk

29. Co brands ( Dual Branding)
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Intel inside
Tata AIG

30. Brand Associations
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What images come to mind?
Emotional attachments
Personality
Reid and Taylor

31. Brand ambassadors
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A brand ambassador is a celebrity or a
well-connected person or any person who is
used to promote and advertise a product or
service.
A company achieves some clear-cut goals by
using a brand ambassador
Giving a face and personality to the brand
that is expected to be rubbed off from the
brand ambassador

32. Brand equity models
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Brand asset valuator (BAV), developed
by Young and Rubicam.
Four key components
Differentiation: (distinct)
Relevance: (appeal)
Esteem: (respect)
Knowledge: ( familiarity)

33. Future growth value
Brand strength
(differentiation and
relevance)
Unrealized potential
D R
E
Leadership
K
Unfocused
Eroding
Brand stature (esteem and knowledge)
Current operating value

34. AAKER model
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Five categories of brand assets and
liabilities
Brand loyalty
Brand awareness
Perceived quality
Brand associations
Proprietary assets ( trade marks,
patients, etc)

35. Brand identity
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Brand as a product
Brand as a organization
Brand as person
Brand as symbol

36. Brandz
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Model for brand strength
Presence: do I know about it?
Relevance: does it offer me something?
Performance: can it deliver?
Advantage: does it offer me something
better than others?
Bonding : nothing else beats it

38. Brand resonance
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Resonance is characterized by the intensity of the
psychological bond that customers have with the brand and
their level of engagement with the brand.
The first level of the pyramid deals with establishing the
identity of the brand.
The second layer of the pyramid deals with giving
meaning to the brand,
 Brand performance is the way the product or service
Performance
Imagery
attempts to meet the consumer’s functional needs,
 Brand imagery deals with the way in which the brand
Silence
attempts to meet customers’ psychological and social
needs

39. Cont…
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Third tier of the pyramid to develop a consumer response to the
brand
 brand judgments: Judgments about a brand emerge from a
consumer pulling together different performance and imagery
associations. These judgments combine into a consumer’s
opinion of a brand
 brand feelings: are consumers’ emotional responses to the
brand. six brand-building feelings that he regards as important
emotions that a consumer can have towards a brand, namely
warmth, fun, excitement, security, social approval and self-respect
The final tier of the pyramid deals with the consumer’s relationship
with the brand that is brand resonance

41. Brand elements
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Are trademarkable devices that serve to identify
and differentiate the brand.
Criteria for choice of elements
Memorable: rin, surf
Meaningful: coke diet
Likeability: aesthetics
Transferable: for other category of products
Adaptable: Barbie
Protectable: law

42. Brand Pitfalls
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Brand experience must match brand
image
Calls for managing every brand

43. Packaging and labeling
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A package is the physical container or
wrapping for a product.
10 percent of a product's retail price is
spent on package development and
design and the package itself.

44. Functions of Packaging
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promoting and selling the
product
Facilitate transportation
defining product identity
providing information
meeting customer needs
ensuring safe use
protecting the product

45. Cont…
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Promoting and Selling the
Product Customer reaction to a
package and brand name is an
important factor in determining
marketplace success or failure.
Defining Product Identity
Packages can invoke prestige,
convenience, status, or other positive
attributes.

46. Cont…
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Providing Information Packages give
directions for product use, information about
contents, guarantees, nutritional information,
and potential hazards.
Meeting Customer Needs Various sizes
meet the needs of different market segments:
family packs meet the needs of larger
families; smaller packages are made for
individuals.

47. Cont…
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Ensuring Safe Use Plastic
packaging,
tamper-resistant packaging, and
childproof containers protect customers.
Protecting the Product Packages
protect a product during shipping,
storage, and display, prevent
tampering, and sometimes help prevent
shoplifting of the product.

48. Labeling
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A label is an information tag,
wrapper, seal, or imprinted message
that is attached to a product or its
package. A label’s purpose is to:
inform about a product’s contents
and direction for use
protect companies from legal liability
contain a brand name, logo,
ingredients, special promotional
messages, and other useful
information

49. Labeling Laws
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Many package labels must meet local,
state, and federal standards to prevent
manufacturers from misleading
consumers.

50. 
NPD