The document provides an overview of strategic brand management. It discusses key concepts such as what branding is, the key ingredients of branding including big ideas, vision, values and personality. It also discusses how to understand brands, brand attributes, positioning, identity, image, loyalty, equity and extension. The document provides guidance on budgeting for a brand and the psychology of color in branding. It emphasizes that branding goes beyond logos and reflects customer experience and interactions.

1. Strategic Brand Management
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2. CONTENT
 Overview
 Basic concepts
 What is branding
 Branding: the key ingredients
 Budgeting for a brand
 Psychology of colour

3. ADONEY ASSOCIATES LIMITED
If your business is not a brand, it is a commodity.
-Donald Trump

4. Overview
 Too often, organizations are so focused on product or service delivery that
they’ve never given much thought to creating an organizational identity or
brand that is easily explainable to themselves, let alone an external
audience.
 For example, have you or one of your staff been asked, “So, what does your
organization do?” and been tongue-tied when giving a response?
 Branding is about discovering and communicating the essence of your
business and what it delivers to your customers. Your brand creates your
business' reputation and its 'personality'.
 A strong brand can make your business stand out from the crowd,
particularly in competitive markets.
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5. Brand
Understanding Brand
 Brands are different from products in a way that
brands are “what the consumers buy”, while products
are “what concern/companies make”.
 Brand is a promise that the product will perform as per
customer’s expectations. It shapes customer’s
expectations about the product.
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6. Brand (contd)
 A brand, in short, can be defined as a seller’s promise
to provide consistently a unique set of characteristics,
advantages, and services to the buyers/consumers.
 It is a name, term, sign, symbol or a combination of all
these planned to differentiate the goods/services of
one seller or group of sellers from those of
competitors.
 Some examples of well known brands are Mc Donald’s’,
Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc.

7. Brand (contd)
 To a consumer, brand means and signifies:
Source of product
Delegating responsibility to the manufacturer of product
Lower risk
Less search cost
 To a seller, brand means and signifies:
Basis of competitive advantage
Way of bestowing products with unique associations
Way of identification to easy handling
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8. Brand Attributes
• A strong brand must have following attributes:
Relevancy
Consistency
Proper positioning
Sustainable
Credibility
Inspirational
Uniqueness
Appealing
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9. Brand positioning
 Brand positioning refers to “target consumer’s” reason to
buy your brand in preference to others.
 Brand Positioning involves identifying and determining
points of similarity and difference to ascertain the right
brand identity and to create a proper brand image. Brand
Positioning is the key of marketing strategy.
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10. Brand identity
 Brand identity stems from an organization, i.e., an
organization is responsible for creating a distinguished
product with unique characteristics. It is how an
organization seeks to identify itself. It represents how an
organization wants to be perceived in the market.
• Sources of Brand Identity
LOGOS
TRADEMARK
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11. Brand image
Brand Image
 Brand image is the current view of the customers about a brand.
It can be defined as a unique bundle of associations within the
minds of target customers.
 It signifies what the brand presently stands for. It is a set of
beliefs held about a specific brand. In short.
 It is nothing but the consumers’ perception about the product.
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12. Brand loyalty
 Brand Loyalty
Brand Loyalty is a scenario where the consumer fears purchasing and
consuming product from another brand which he does not trust.
It is measured through methods like:
 word of mouth
 publicity,
 repetitive buying,
 price sensitivity,
 commitment,
 brand trust,
 customer satisfaction, etc.
Brand loyalty is the extent to which a consumer constantly buys the
same brand within a product category
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13. Brand equity
 Brand Equity
Brand Equity is the value and strength of the Brand that
decides its worth.
 It can also be defined as the differential impact of brand
knowledge on consumers response to the Brand Marketing.
 The concept of Brand Equity comes into existence when
consumer makes a choice of a product or a service.
 It occurs when the consumer is familiar with the brand and
holds some favourable positive strong and distinctive brand
associations in the memory.

14. Brand equity(contd)
 Brand Equity can be determined by measuring:
 Returns to the Share-Holders.
 Evaluating the Brand Image for various parameters that are considered
significant.
 Evaluating the Brand’s earning potential in long run.
 By evaluating the increased volume of sales created by the brand compared
to other brands in the same class.
 The price premium charged by the brand over non-branded products.
 From the prices of the shares that an organization commands in the
market (specifically if the brand name is identical to the corporate name or
the consumers can easily co-relate the performance of all the individual
brands of the organization with the organizational financial performance.
 OR, An amalgamation of all the above methods.
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15. Brand equity(contd)
Factors contributing to Brand Equity:
Brand Awareness
Brand Associations
Brand Loyalty
Perceived Quality
Other Proprietary Brand Assets: Patents, Trademarks
and Channel Inter-relations are proprietary assets.
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16. Brand Extension
 Brand Extension
Brand Extension is the use of an established brand name in new product
categories.
 This new category to which the brand is extended can be related or
unrelated to the existing product categories. A renowned/successful brand
helps an organization to launch products in new categories more easily.
 For instance, Nike’s brand core product is shoes. But it is now extended to
sunglasses, soccer balls, basketballs, and golf equipments. An existing
brand that gives rise to a brand extension is referred to as parent brand
 Brand extension may be successful or unsuccessful.
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17. What is branding?
 what makes your product or service different to, and more attractive
than, your competitors'.
 A brand goes much deeper than just your company logo. It is a set of
associations that an existing or potential customer has of a company,
product, service or individual.
 Branding also reflects your customers' experiences of your business and
affects every interaction you have with your customers and suppliers.
 Your use of design, advertising, marketing, service proposition, and
corporate culture can all help to generate associations in people's
minds that will benefit your business.
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18. Branding: the key ingredients
Customers generally expect to pay more for a branded
product than for unbranded products. By consistently
applying your brand attributes, your business can move
into new market sectors without changing your core brand
identity.
There are four key elements in a successful branding
project:

19. Branding: the key ingredients (contd)
- The big idea
The big idea is the starting point for any branding project. It is a
summary of your business' or product's 'personality', and what makes it
different.
- Vision
Your company vision is an understanding of where your business
is going, or where you want it to go, so you can plan your journey. Your
vision may be large scale - such as switching the emphasis of your
business from one core area to another - or simple, such as offering an
existing product in a completely new way.

20. Branding: the key ingredients (contd)
 Values
Values summarise what you believe in as a business, and clarify what your
business stands for. It is vital that any values you portray are genuine and
evident in the way your business operates.
 Personality
Your brand personality is about how you want your business or product to
come across, so these personality traits should be appropriate to your type of
product or service.
You can convey your company's personality through:
- graphic design
- the tone of voice and the language you use
- your dialogue with customers and how they can contribute ideas and get
involved
- customer service and how staff are trained to communicate with customers
If you want to extend your product range, consumers' perception of the new
offering will be enhanced by your existing brand
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21. Budgeting for a brand
The key areas you could budget for are:
 design needs, such as a logo, signage, business stationery or product
packaging
 changes to your premises
 your advertising
 time you'll need to spend training employees
 any resources you'll have to provide for employees to enable them to
carry out what the brand promises, eg customer service costs
 keeping your company website updated
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22. Budgeting for a brand (contd)
• You can create stationery, logos, packaging and advertising
quite cheaply if the budget is tight.
• However, it is a good idea to think about your future growth
when devising your image, as changing it later can prove
costly.
• You may also find that customers and employees will have
already built up a relationship with your brand, which can
then make it harder to later change
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23. PSYCHOLOGY OF COLOUR

24. PSYCHOLOGY OF COLOUR (CONTD)
In summary
• The most prominent brands in the world are defined by
their colors. Think of McDonald’s golden arches, the name
Jet Blue, and UPS’ slogan, “What can Brown do for you?”
• These companies, and many others, strategically use colors
in their logo, website, and product to appeal to customers.
• It is important to think about how you utilize colors and
what the colors you choose say about your business.
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25. PSYCHOLOGY OF COLOUR (CONTD)
 Research has found that different colors provoke very different
reactions in people. Marketo choose to use the color Purple for
branding because at the time Marketo was founded, purple was
relatively un-used.
 Additionally, purple represents wealth, royalty, and richness
which also has associations to leadership and revenue.
 Integrating your brand colors in your logo, product, and more
will help you achieve the highest impact. We put the rainbow
under a microscope to find out how each color can help you
connect with your consumers.
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