1. Introduction

2. Definition
Brand is a name, term, sign, symbol or design
or a combination of them intended to identify
goods and services of one seller or a group
of sellers and to differentiate them from
competition”
American Marketing Association

3. Definition
 Brandr – “ to burn” – branding at ranches

4. Brand vs. Products
Kotler’s definition
 Core Benefit
 Generic Product
 Expected Product
 Augmented Product
 Potential Product
Brand:
Product + or - perceived
differentiator
 Rational & Tangible
 Performance based
 Symbolic, emotional
Brand = Product + customer
perception +performance + brand
name + company

5. What then is a Brand?
Attributes Benefits Values
Culture
User
Personality

6. What can be Branded
 Physical goods – Kellogg's, Sony, Coca-Cola
 Services – IBM, Amex, Hilton, Fedex
 Retailers & Distributors – Wal-Mart, Target
 Online Products & Services – Facebook, Twitter,
Amazon, Google
 People –Film Stars, Sports legends
 Art & Entertainment – National Geographic,,
Movie sequels ( Star Wars, Harry Potter),
 Clubs- Manchester United, IPL Teams
 Geographic locations – Kerala, Goa, Paris,
Thailand, Turkey, Malaysia

7. InterBrands - Top 10 – 2011
Rank
2011
Rank
2010
Brand Sector Country
Brand
Value
($m)
Change in
Brand Value
1 1 Beverages USA 71,861 2%
2 3
Business
Services
USA 69,905 8%
3 2 Software USA 59,087 -3%
4 4 Internet USA 55,317 27%
5 5 Diversified USA 42,808 0%
6 8 Restaurant USA 35,593 6%
7 5 Electronics USA 35,217 10%
8 17 Electronics USA 33,492 58%
9 9 Media USA 29,018 1%
10 10 Electronics USA 28,479 6%

8. Rank
2012
Rank
2011
Brand Sector Country
Brand
Value
($m)
Change in
Brand
Value
1 1 Beverages USA 77,839 8%
2 8 Electronics USA 76,568 129%
3 2
Business
Services
USA 75,532 8%
4 4 Internet USA 69,726 26%
5 3 Software USA 57,853 -2%
6 5 Diversified USA 43,682 2%
7 6 Restaurant USA 40,062 13%
8 7 Electronics USA 39,385 12%
9 17 Electronics Korea 32,893 40%
10 11
Automobiles USA 30,097 10%
InterBrand - Top 10 – 2012

9. Roles that Brands Play
For Consumers
 Identification of source of product
 Assignment of responsibility to product maker
 Risk reducer
 Promise, bond
 Signal of quality

10. Roles that Brands Play
For Manufacturers
 Means of identification to simplify handling &
tracing
 Legal protection of unique features
 Signal of quality
 USP & Competitive advantage
 Source of Financial returns

11. Challenges
 Savvy customers
 Brand proliferation -Complex brand portfolios
& families
 Maturing markets
 Increasing competition
 Decreasing brand loyalty

12. Challenges
 Growth of private labels
 Increasing trade power
 High cost of product introduction & support
 Media fragmentation - High promotional
expenditure

13. Advantages
 Greater loyalty
 Higher margins
 Licensing opportunities
 Brand extension opportunities
 Less vulnerable to competitive marketing
actions

14. Good Brand
Easy
to remember
Easy
to Recognize
Suggest
Product
Benefits
Distinguish
product
positioning
relative to competition
Easy
to pronounce
Attract
Attention
Legally
protective
Suggest
Company or
Product image

15. Types of Brand
 Premium brand typically costs more than
other products in the category
 Economy brand is targeted to a high price
elastic market segment
 Fighting brand is created specifically to
counter a competitive threat

16. Branding
 Corporate Branding- company’s name is
used as a product brand name
 Family Branding when one brand name is
used for several related products
 Brand leveraging when a company uses
brand equity associated with an existing
brand name to launch a new product or
product line

17. Branding
 Co-branding when 2 or more brands work
together to market their products
 Brand Licensing when a company sells the
rights to use their brand name to another
company for use in another geographic area
 Private Branding when large retailers buy
products from manufacturers in bulk and put
their own brand name on them

18. Brand Rationalization
 Create a separate product or service for each
target market
 Gain production & marketing efficiencies
 Part of corporate restructuring
Mass Niche

19. Strategic Brand Management
Process
Design and implementation of Mktg.
programs to build, measure and
manage brand equity

20. Steps
1. Identify & establish brand positioning &
values
2. Planning & implementing brand marketing
programs
3. Measuring & Interpreting Brand
performance
4. Growing & sustaining brand equity

21. Strategic Brand Management
1. Identify & establish
brand positioning &
values
 Mental Maps
 Competitive frame of
reference
 Points of parity and
Points of difference
 Core brand Values
 Brand Mantra

22. Strategic Brand Management
2. Planning &
implementing brand
marketing programs
 Mixing and matching of
brand elements
 Integrated brand
marketing activities
 Leverage of secondary
association

23. Strategic Brand Management
3. Measuring &
Interpreting Brand
performance
 Brand Value chain
 Brand audits
 Brand Tracking
 Brand Equity
Management System

24. Strategic Brand Management
4. Growing & sustaining
brand equity
 Brand-product mix
 Brand Portfolios and
hierarchies
 Brand expansion
Strategies
 Brand reinforcement
and revitalization