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Chapter 1



• What is a brand?




               Ch01 What is a brand?
Why study brand?
• Company with powerful brands succeeds
  in the market place
• Brand plays a central role in business
  management
• To understand customers needs , wants
  and demands and serve in proper manner
  to earn profit


                           Ch01 What is a brand?
What is product?
• Product is a broad term, includes goods,
  services, experiences, events, persons,
  places, properties, organizations,
  information and ideas.
• Product is a problem solver
• What we sell should match with what
  customers want.


                        Ch01 What is a brand?
Needs, wants, and demands
• Needs are basic human requirements.
e.g.. Food, water etc.
• Wants are specific needs e.g. a person
  who is hungry, require chhole-bhatura to
  satisfy his hunger.
• Demands are wants for which people are
  willing to buy and have and ability to pay.



                         Ch01 What is a brand?
Product has to be augmented with

•   Certain attributes
•   Features
•   Functionality
•   Guarantees
•   After –sales service
•   Credit facilities and so on


                            Ch01 What is a brand?
Marketing assets
•   Customer loyalty
•   Distribution network
•   Market share
•   Supplier relationship
•   Customer relations
•   Technological base


                            Ch01 What is a brand?
What is a Brand?
• “ a name, term, sign, symbol or special design or
   some combination of these elements that is
   intended to identify the goods or services of one
   seller or a group of sellers. A brand differentiate
   these products form those of competitors”
( American Marketing Association, Chicago)




                             Ch01 What is a brand?
A brand is..
• An identifier of the seller or the maker
• Brand name consists of words, letters, and or
  numbers that can be vocalized
• Brand mark is the visual representation of the
  brand like a symbol, design, distinctive coloring
  or lettering.
• Promise of the seller to deliver a specific set of
  benefits or attributes or services to the buyer.



                             Ch01 What is a brand?
A brand reflects
• Values e.g. Tata stands for quality
• Culture e.g. Coke is an icon of American
  culture
• Personality e.g. Charlie Chaplin & Cherry
  Blossom
• User : Ferrari for sports lover



                        Ch01 What is a brand?
Branding decisions
• Go beyond mere functionality
• Brand equity is to be built up by
  advertising
• Convert low involvement product into high
  involvement situation e.g.. Cease Fire
• Augment product features



                        Ch01 What is a brand?
Evolution of brands
• Over a period of time, brands are built through
  marketing activities and communications.
• Brands keep on acquiring attributes, core values
  and extended values.
• Generic products are a challenge to high-price
  brands and weaker brands.
• Promoting an brand and maintaining quality
• Brand-driven business are doing well, as
  compare to commodity driven business.



                           Ch01 What is a brand?
Brand Evolution

  Extended Value

   Core Value


   Attribute Value


Category Association

     Products

     Ingredients

                             Time

                                    Ch01 What is a brand?
Brand and Commodity

       Product
                                    Added Values



     Core Product

                                     Basic Features


         Surround




                    Ch01 What is a brand?
Branding process

• Branding is outcome of so many activities
  carried over the spectrum of the marketing
  mix. It makes the buyer realize that the added
  values are unique.
• Branding aims to create loyalty in a cost
  effective manner.
• Branding is the result of strategic thinking
  which integrates the elements of marketing
  mix
                       Ch01 What is a brand?
Concept of a brand
• Brand become successful by having a
  clear statement of intent. E.g. Coke is
  refreshing fun type drink.
• In industrial product rational motive
  dominates.
• However, for consumer brands we can not
  ignore emotional motives.


                      Ch01 What is a brand?
Characteristics of Brands
• Generic : Basic needs
• Expected : generic is modified
• Augmented : Add non-functional values
  like emotion
• Potential : more creative approach




                      Ch01 What is a brand?
Relationship marketing and
         branding today
• Aim of relationship marketing is to develop
  loyal customers.
• Brands are treated as perceptions in the
  consumers’ mind
• A well branded product adopts a
  personality of its own e.g. Jet airways and
  Deccan Aviation are having different brand
  personality


                        Ch01 What is a brand?
Brand and Marketers
•   Differentiators
•   Functional device
•   Symbolic device
•   Risk reducer
•   Shorthand device
•   Legal device
•   Strategic device

                        Ch01 What is a brand?
Summary
• Company with powerful brands succeeds in the
  market place
• A brand is “ a name, term, sign, symbol or
  special design or some combination of these
  elements that is intended to identify the goods or
  services of one seller or a group of sellers. A
  brand differentiate these products form those of
  competitors”



                            Ch01 What is a brand?
Summary
• Branding is outcome of so many activities
  carried over the spectrum of the marketing mix.
  It makes the buyer realize that the added values
  are unique.
• Brand become successful by having a clear
  statement of intent. E.g. Coke is refreshing fun
  type drink.
• Brands are in several category, generic,
  expected, augmented and potential

                           Ch01 What is a brand?

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Product Brand Management: What is Brand?

  • 1. Chapter 1 • What is a brand? Ch01 What is a brand?
  • 2. Why study brand? • Company with powerful brands succeeds in the market place • Brand plays a central role in business management • To understand customers needs , wants and demands and serve in proper manner to earn profit Ch01 What is a brand?
  • 3. What is product? • Product is a broad term, includes goods, services, experiences, events, persons, places, properties, organizations, information and ideas. • Product is a problem solver • What we sell should match with what customers want. Ch01 What is a brand?
  • 4. Needs, wants, and demands • Needs are basic human requirements. e.g.. Food, water etc. • Wants are specific needs e.g. a person who is hungry, require chhole-bhatura to satisfy his hunger. • Demands are wants for which people are willing to buy and have and ability to pay. Ch01 What is a brand?
  • 5. Product has to be augmented with • Certain attributes • Features • Functionality • Guarantees • After –sales service • Credit facilities and so on Ch01 What is a brand?
  • 6. Marketing assets • Customer loyalty • Distribution network • Market share • Supplier relationship • Customer relations • Technological base Ch01 What is a brand?
  • 7. What is a Brand? • “ a name, term, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiate these products form those of competitors” ( American Marketing Association, Chicago) Ch01 What is a brand?
  • 8. A brand is.. • An identifier of the seller or the maker • Brand name consists of words, letters, and or numbers that can be vocalized • Brand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering. • Promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Ch01 What is a brand?
  • 9. A brand reflects • Values e.g. Tata stands for quality • Culture e.g. Coke is an icon of American culture • Personality e.g. Charlie Chaplin & Cherry Blossom • User : Ferrari for sports lover Ch01 What is a brand?
  • 10. Branding decisions • Go beyond mere functionality • Brand equity is to be built up by advertising • Convert low involvement product into high involvement situation e.g.. Cease Fire • Augment product features Ch01 What is a brand?
  • 11. Evolution of brands • Over a period of time, brands are built through marketing activities and communications. • Brands keep on acquiring attributes, core values and extended values. • Generic products are a challenge to high-price brands and weaker brands. • Promoting an brand and maintaining quality • Brand-driven business are doing well, as compare to commodity driven business. Ch01 What is a brand?
  • 12. Brand Evolution Extended Value Core Value Attribute Value Category Association Products Ingredients Time Ch01 What is a brand?
  • 13. Brand and Commodity Product Added Values Core Product Basic Features Surround Ch01 What is a brand?
  • 14. Branding process • Branding is outcome of so many activities carried over the spectrum of the marketing mix. It makes the buyer realize that the added values are unique. • Branding aims to create loyalty in a cost effective manner. • Branding is the result of strategic thinking which integrates the elements of marketing mix Ch01 What is a brand?
  • 15. Concept of a brand • Brand become successful by having a clear statement of intent. E.g. Coke is refreshing fun type drink. • In industrial product rational motive dominates. • However, for consumer brands we can not ignore emotional motives. Ch01 What is a brand?
  • 16. Characteristics of Brands • Generic : Basic needs • Expected : generic is modified • Augmented : Add non-functional values like emotion • Potential : more creative approach Ch01 What is a brand?
  • 17. Relationship marketing and branding today • Aim of relationship marketing is to develop loyal customers. • Brands are treated as perceptions in the consumers’ mind • A well branded product adopts a personality of its own e.g. Jet airways and Deccan Aviation are having different brand personality Ch01 What is a brand?
  • 18. Brand and Marketers • Differentiators • Functional device • Symbolic device • Risk reducer • Shorthand device • Legal device • Strategic device Ch01 What is a brand?
  • 19. Summary • Company with powerful brands succeeds in the market place • A brand is “ a name, term, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiate these products form those of competitors” Ch01 What is a brand?
  • 20. Summary • Branding is outcome of so many activities carried over the spectrum of the marketing mix. It makes the buyer realize that the added values are unique. • Brand become successful by having a clear statement of intent. E.g. Coke is refreshing fun type drink. • Brands are in several category, generic, expected, augmented and potential Ch01 What is a brand?