Brand Management, Brand Equity, Brand Positioning, Brand Name Selection, Brand Sponsorship, Brand Portfolio.

1. BRAND
MARKETING
Prepared by Ms. Shery Asthana
Asst. Prof. (Greater Noida Institute of
Management)
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2. What is Band Management ?
Advantage and disadvantage of
branding
Brand Equity
Brand Positioning
Brand Name Selection
Brand Sponsorship
Brand Portfolio
Prepared by
Shery Asthana
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3. What is Brand Management ?
Brand management begins with having a through knowledge of the term “brand”.
It includes developing a promise, making that promise and maintaining it. It means defining
the brand, positioning the brand, and delivering the brand. Brand management is nothing
but an art of creating and sustaining the brand. Branding makes customers committed to
your business. A strong brand differentiates your products from the competitors. It gives a
quality image to your business.
Brand management includes managing the tangible and intangible characteristics
of brand.
Tangible Characteristics Intangible Characteristics
Includes :
Product itself i.e. Size, Colour, Weight,
Volume, Smell,
Taste, Touch, Quantity or
Material composition.
Product Price
Packing
Example: A physical item that can be perceived
by the sense of touch include cars, food items,
computers, telephones, etc
Intangible comes under the service brands that is
does not have a physical in nature.
Includes:
•Customer Services
•Processes
•Emotional connect with product and brand
Example: Include goodwill, brand recognition,
copyrights, patents, trademarks, trade
names, and customer services.
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Shery Asthana
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4. Brand Management is important
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Shery Asthana
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Branding is assembling of various marketing mix medium into a whole so as to give you
an identity. It is nothing but capturing your customers mind with your brand name. It
gives an image of an experienced, huge and reliable business.
Brand management helps in building a corporate image. A brand manager has to oversee
overall brand performance. A successful brand can only be created if the brand
management system is competent.
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5. Branding Process
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Shery Asthana
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6. Advantages and disadvantages of branding
Branding is the process of creating a name, design or symbol that identifies and differentiates a
company from its competitors. A good brand reflects the benefits of a product or service and builds
recognition and loyalty in customers. However, branding is an expensive process and is difficult to
undo if the company’s direction changes.
When a company looks to establish itself in the marketplace, it often turns to branding to help. The
concept of branding and identity is to create a look and feel immediately identifiable and recognizable
in the marketplace. Good branding can increase the value of the product and the company itself. A
company’s identity in the marketplace can easily make or break its profitability as a whole.
DisadvantagesAdvantages
• Product Awareness
•Consistency in the Marketplace
•Customer Loyalty
•Protection from Competition
•It’s Expensive
•It’s tough to Change
•Can Become Commonplace
•Negative Attributes
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Shery Asthana
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7. Advantage of Branding
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1. Awareness
The harder a company works on its branding and identity, in most cases, the more awareness it creates. For
example, Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with
labelling in a foreign language and know it is a Coca-Cola product. The red colour and shape of the bottle is
an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product. This is branding
and identity at its best.
2. Consistency in the Marketplace
The more often a customer sees your brand in the marketplace, the more often he will consider it for
purchase. If the brand and identity are truly kept consistent, the customer is more likely to feel that the
quality is consistent and to become a loyal follower of the brand. However, this means that the product must
maintain a consistency that reflects the image as well.
3. Customer Loyalty
Well-executed branding helps create customer loyalty by reinforcing the purchase of merchandise in the
consumer’s mind. For sporting products, a campaign focused on physical fitness and not on a particular
product helps establish the brand as a leader in the industry for both previous and future customers. When
the product is associated with a lifestyle, it keeps consumers pursuing similar goals coming back.
4. Protection from Competition
Brands offer a certain amount of legal protection from the competition because of trademark law. A
trademark can be any unique word, device, or symbol that distinguishes a company. Nike’s swoosh and
Apple’s apple are both trademarked items. Companies can trademark their business name as long as they
use it when advertising to customers. Registering a brand as a trademark allows the holder to bring legal
action against any competitors that try to infringe on its branding.
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8. Disadvantages of Branding
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Shery Asthana
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1. It’s Expensive
One major disadvantage of branding is the expense. Designing a brand involves significant research, naming
development, graphic design and brand identity integration, which aren’t cheap. Business owners may feel
pressured to increase the price of their products to compensate for the increased expense, which could
cause customers to switch products. The increased expense of wages and professional fees to develop a
brand may or may not exceed the financial benefits of branding.
2. It’s Tough to Change
One of the major benefits of a brand is that it creates a strong product association for customers. However,
this can also be a disadvantage in several situations. If a company wants to change direction with its
products or target a new segment of consumers, an established brand can make it difficult to change the
image of the company. If a company undergoes a public scandal, a strong brand only makes it easier for
consumers to associate the business with past wrongdoings. While brands and even company names can be
changed, it’s an expensive and time-consuming process.
3. Can Become Commonplace
Many brands strive to be No. 1 in the minds of consumers. For example, in many parts of the U.S., people
request a Coke when they go to a restaurant, not necessarily meaning a Coca-Cola product, but any soda.
While it is the goal of branding to become the standard, it is not the goal to become the generic term of a
line of products.
4. Negative Attributes
If a product or service experiences a negative event, that will become attached to the brand. For example, a
massive recall or unintentionally offensive ad campaign can tarnish a company’s brand and image, causing
the company to need to build a whole new brand and identity to recapture its place in the market.
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9. Brand Equity
Brand Equity refers to the additional value that a consumer attaches with the brand that
is unique from all the other brands available in the market. In other words, Brand Equity
means the awareness, perception, loyalty of a customer towards the brand.
E.g., The additional value a customer is willing to pay for Uncle Chips against any local
chips brand available with the shopkeeper.
Brand Equity is the goodwill that a brand has gained over time.
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Brand Equity can be seen in the way the
customer thinks, feels, perceives the product
along with its price and market position and
also the way brand commands profit and
market share for the organization as a whole.
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10. Brand Equity
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Customer Brand Equity can be studied in 3 different ways:
1. The Different Responses of a customer towards the product or service helps in
determining the brand equity. The way customer thinks about the brand and considers it to
be different from the other brands will generate a positive response for that brand and will
contribute to its goodwill.
E.g., Customer, have a positive response towards Mac laptops because of its anti-virus
software.
2. The responses can be generated only if customers have sufficient knowledge about the
brand; thus, Brand Knowledge is essential to determine the brand equity. The Brand
knowledge includes the thoughts, feelings, information, experiences, etc. that establish an
association with the brand.
E. g., Brand Association reflects the knowledge about the product such as woodland is
recognized for its rough and tough styling.
3. The different customer’s response that adds to the brand value depends solely on the
Marketing of a Brand. The strong brand results in substantial revenues for the organization
and better understanding about the product among the customers.
Thus, the marketers basically study the Customer-Based Approach wherein they study the
response of a customer towards the brand that can be reflected in their frequency of
purchase. It focuses on customer’s perception i.e. what they have read, felt, thought, seen
about the brand and how it has helped them to satisfy their urge of need.
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11. Brand Positioning
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Shery Asthana
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Brand positioning refers to “target consumer’s” reason to buy your brand in preference to
others. It is ensures that all brand activity has a common aim; is guided, directed and
delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with
the consumer.
Positioning creates a bond between the customer and the business. It’s that friend of the
customer who’ll always stay in their subconscious mind and will make them recall about the
company whenever they hear about the any of its product or a particular feature which
makes it stand out.
Examples of Brand Positioning:
 Colgate is positioned as protective.
 Patanjali can be trusted as it is fully organic.
 Woodland is tough and perfect for outdoors.
 Coca-Cola brings happiness.
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12. DisadvantagesAdvantages
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Shery Asthana
Page - 12Characteristics of a Good Brand Positioning
Relevant: The positioning strategy you decide should be relevant according to the customer. If he finds the
positioning irrelevant while making the purchase decision, you’re at loss.
Clear: Your message should be clear and easy to communicate. E.g. Rich taste and aroma you won’t forget
for a coffee product gives out a clear image and can position your coffee brand differently from competitors.
Unique: A strong brand positioning means you have a unique credible and sustainable position in the
customers’ mind. It should be unique or it’s of no use.
Desirable: The unique feature should be desirable and should be able to become a factor which the
customer evaluate before buying a product.
Deliverable: The promise should have the ability to be delivered. False promises lead to negative brand
equity.
Points of difference: The customer should be able to tell the difference between your and your
competitor’s brand.
Recognizable Feature: The unique feature should be recognizable by the customer. This includes keeping
your positioning simple, and in a language which is understood by the customer.
Validated by the Customer: Your positioning strategy isn’t successful until the time it is validated by the
customer. He is the one to decide whether you stand out or not. Hence, try to be in his shoes while deciding
your strategy.
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13. How to create a strong brand positioning strategy
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Before you decide your brand positioning, ask yourself these three questions.
1. What does my customer want?
2. Can I promise him to deliver it better and/or differently than my competitors?
3. Why will they buy my promise?
What does my customer want?
Not everyone in the market is your customer. You need to divide the
market into ‘my customer’ and ‘not my customer’. This way, it’ll be
easier for you to know what exactly is your customers’ wants are.
The division should be followed by you trying to be in your customers’
shoes. A good businessman speaks in the voice of the consumer.
Your research should not be based on secondary data. You should go
out and look for what the customer actually wants, make the product fit
those wants, and they’ll buy it.
Be Better and/or Different
If it’s not just you who is in the market, you’ve got to find a way to
deliver your promise better and/or differently than your competitors.
Make a brand which has a recall, which comes to the customer’s minds
when they hear about the particular product category or the feature
you’re offering. Every time I hear about girls being attracted by a
deodorant, I get an image of Axe deodorants in my mind.
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14. How to create a strong brand positioning strategy
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Give them a reason to buy your promise.
Your promise should be one of the factors they consider while buying the product. Use this trick
 Decide your product
 List its various characteristics
 Do a research, and
 Divide the characteristics into essential and add-ons.
 Select only those categories, be it essential or add-ons, which customers consider while making a
purchase. (E.g. aesthetics, fragrance, taste, shape, cost, etc.)
 Find out what among these categories can you provide better than the competitors.
 Whatever you decide, don’t lose your focus from the essential characteristics. (E.g. Taste will always be
most important characteristic which a customer consider while buying a food product)
 Provide your unique feature along with the essential characteristics.
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15. PG 205 : Marketing Management –II , Product Management , Unit –II, Brand Management
Brand Name Selection
DisadvantagesAdvantages
Prepared by
Shery Asthana
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The Brand name selection is fundamentally important because it often captures the key concept or
association of a product in a compact and economical manner. Brand names can be an effective way of
communication because they become attached to the products in consumers’ minds. It is critically important
to be very careful in Brand name selection, as changing this brand element in future is extremely difficult.
Brand name selection for a new product is certainly a combination of art and science. Companies have four
strategic options in choosing a brand name:-
(i). Company Name
Companies that have built a reputation for product quality and commitment to customer satisfaction and
have become household names sometimes use this strategy. All products are sold under the company name.
This approach is less expensive, as it avoids research to select an appropriate name. It does not require
heavy advertising expenditures to create brand name awareness. The name takes advantage of a good
corporate image. Many Indian and global companies use this approach. For example, Nirma, Escorts, HMT,
Philips, GE, Mercedes, LG, Samsung, Sony, Canon, Nikon and others use this approach.
(ii). Individual Names
Some firms adopt this policy and each brand has its own individual name. The advantage is that the
company does not tie its reputation to the product. In case the product fails, or its quality is low, the
company’s name or image is believed to be safe. The company can introduce lower quality products under
an individual name without diluting the image of its higher quality product. For example, HLL introduced a
low-priced detergent (Wheel) without hurting Surf.
The company also uses separate brand names for its range of bathing soaps (Lux, Liril, Pears, Dove, Moti,
etc.). Procter & Gamble also uses this approach for its products (Ariel, Tide, Head & Shoulders, Pentene, and
Vicks). The company searches for new names for its individual brands and this could mean name research
expenses
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16. Brand Name Selection
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(iii). Separate Brand Family Names
Some companies producing many different products adopt this approach to select brand names. Such
companies use different brand names for a category of products.
Example: Denim brand of HLL has several products: Denim Deo, Denim Shaving Cream, After Shave,
Denim Soap, and Denim Talc.
Combination of Company Name and Product Name (also called umbrella or endorsement brand names):
Some companies follow this policy, such as Maruti Brezza, Tata Nexon, Ford Ecosports, IBM ThinkPad, etc.
(iv). Desirable Qualities of Brand Names
Kim R. Robertson is of the view that brand names selected are simple and easy to pronounce; familiar and
meaningful; and are different, distinctive, and unusual. Kevin Lane Keller, Susan Heckler, and Michael J.
Houston caution that brand name elements that are highly descriptive of the product category or its
attributes and benefits may be potentially quite restrictive. For example, attempts at extending the Burnol
brand so far have failed because of consumers very strongly associate Burnol with burns.
Sometimes a unique name becomes intimately connected to a product category and may threaten a
company’s exclusive rights to that name. For example, consumers now use names Aspirin, Xerox, Luna,
Scotch Tape, Surf, and Dalda to describe product category. Xerox means photocopy, Aspirin means
acetylsalicylic acid, Luna means any moped, Scotch Tape means adhesive tape, Surf is synonymous with
detergent category, and Dalda is any vegetable oil. In other words, the brand names have metamorphosed
into generic names that cover entire categories of products.
Apple PowerBook is quite an effective name for a laptop PC. The word combines “book,” denoting a small
product that holds a lot of information and “power.” Right from 1984, Apple has used the power plank to
promote its computers.

17. Principal of Brand Name Selection
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18. Principal of Brand Name Selection
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Principles for brand name selection :
(i). Distinctive
Brand names need to be clear and different to other brands on the market and be recognizable as a brand
name, rather than a generic word.
(ii). Easy to recall
Brand name should be quite simple, recognizable and easy to remember. Making a brand name too
complicated or vague or too long should be avoided.
(iii). Avoid confusion
Think about how the brand name may be used. For example, “My Credit Union” is a cute name that has
some interesting communication and slogan benefits. However, it probably has less impact for word-of-
mouth benefits, as it creates confusion as to the actual name of the credit union when used in conversation.
(iv). Translatable
For large companies that operate in multiple markets, how the brand name can be translated and
communicated needs to be considered. Legal protection – brand names need to be trademarked and
registered (varies by country), but some generalized names probably cannot be registered – such as,
“chocolate” candy bar as it is too generic.
Brand Sponsorship
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19. Brand Sponsorship
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Shery Asthana
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Brand sponsorship is a marketing strategy in which a brand is supporting an event, activity, person or
organization. Everywhere we go we can witness sponsorship investments: music festival, football games,
beneficial events and so on. Sponsorship allows big, medium and small brands to partner with other
companies as well as event agencies in order to generate a relationship that aims to economically gratify
both the sponsor and the sponsee.
Well-known scenario is when a global brand (let’s think at Coca-Cola) spend a lot of money to become
official sponsor of the World-Cup. What are the benefits coming from this investment?
• Increase brand awareness/visibility: Whether you are a newborn brand or a well-established company,
sponsoring is an activity that can help you gain awareness or increase your visibility addressing a broader
target.
• Increase your sales/acquire customers: This is the ultimate goal for every business. Getting to the top of
the mind of new or existing customers not only increase awareness but can also directly drive sales,
according to how the sponsorship is coherent with your marketing plan.
• Gain publicity: Can you imagine a start-up that get to be the sponsor of an important event or sport club?
Seems like a natural consequence that media will talk about this. Furthermore, people will share news on
social networks. As a result, you can gain good exposure – all this for free!
• Differentiate from the competition: If you find yourself in a very competitive and profit-shrinking market,
being the sponsor of a big event or organization can give you the chance to stand out as a leader in your
field
• Increase brand loyalty/premium prices: True especially for sport sponsorship. In fact, it is statistically
proven that, for example, fans of a particular team are more willing to buy from the sponsor than from its
competitors. This leads to brand loyalty, which leads itself to customers being less sensitive to premium
prices
• Increase your CSR reputation/brand image: Finally, sponsoring a charitable event or a foundation can
enhance your brand image as a caring company. As a result you will be able to witness a profit increase on
the long term
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20. Brand Sponsorship
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A sponsor can enjoy a wide range of benefits from a carefully selected sponsorship, which can:-
 Raise brand awareness and create preference
 Create positive PR and raise awareness of the organization as a whole
 Provide attractive content for a range of products and services
 Build brand positioning through associative imagery
 Support a sales promotion campaign
 Create internal emotional commitment to the brand
 Act as corporate hospitality that promotes good relations with clients.
Before sponsoring an activity, the sponsor must feel sure that the event/organization will be successful; has
a proven track record, good prospects and generally be aligned with the sponsor’s brand and business
objectives. Sports sponsorship is the most common and can range from international to regional and local
events.
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21. Brand Portfolio
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Brand Portfolio
A brand portfolio is simply the collection of brands under a company’s control. Small businesses with just
one shop may have only a single brand, but large and multinational corporations may have dozens of
distinct brands in their portfolios. In some cases, a business may present the same product or line under
different brands in different markets; each of these brands is a component of the company’s brand portfolio.
Examples of Brand Portfolio
As of publication, General Motors has 14 brands in its portfolio. These brands include Buick, Cadillac,
Chevrolet and On Star in the United States. International brands include Baojun, Holden, Jiefang, Vauxhall
and Wuling. GM also sells adapted versions of many of the cars sold as Chevrolets in the United States
under the Opel brand in international markets.
Types of Brand Portfolio
Large brand portfolios consist of up to three types of brands.
• A sub-brand maintains the greatest distance from the parent company and may present itself to the public
as a somewhat separate organization.
• An endorsed brand is presented as an offering of the parent company rather than as a distinctly different
line of products.
• If an organization introduces an entirely new brand, it may use some of the parent company’s marketing
heft and recognition to help the new line gain momentum; these introductions are known as new brands.
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22. Advantage Brand Portfolio
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Shery Asthana
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Advantage of Brand Portfolio
Brand portfolios allow businesses to compete in many different marketplaces with an array of product lines.
The different brands under which the company presents its products and services allow the organization to
differentiate its products from its other lines.
GM (General Motors) for example, uses its Cadillac brand to compete in the luxury market, participates in
the work truck arena under the GMC brand and operates under the On Star brand in the in-car services
marketplace. An active brand portfolio can use energy and momentum from one brand to energize others
that may be slowing. In addition, organizations can help reduce costs by centralizing strategy, administrative
and operational support and even manufacturing processes, across brands. If one brand fails to perform, the
organization can often sell or discontinue that brand with minimal impact on other aspects of its portfolio.
Portfolio Size
The size of an organization’s brand
portfolio can vary significantly from
industry to industry and even from
business to business.
While there is no ideal number of brands,
professional business consultants at
McKinsey & Company recommend
keeping brand portfolios as small as
possible to minimize administrative
expenses associated with operating
multiple brands.
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23. BRAND
MARKETING
Prepared by Shery Asthana
PG 205 : Marketing Management –II ,
Product Management , Unit –II,
Brand Management
Prepared By
Shery Asthana
Email : sheryshrivastava@gmail.com