Brand Management

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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
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When you cannot do this
The product is a commodity
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A brand comprises of
Tangible attributes
Intangible attributes
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Tangibles
Eg.
Product
Packaging
Labelling
Attributes
Functional benefits

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Intangibles
Eg.
Quality
Emotional benefits
Values
Culture
Image

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Brand Identity
It is the marketers promise to
give a set of features, benefits
and services consistently
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Brand Building
Involves all the activities that are
necessary to nurture a brand
into a healthy cash flow stream
after launch
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What kind of activities?
Eg.
Product development
Packaging
Advertising
Promotion
Sales and distribution

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Brand Equity
When a commodity becomes a
brand, it is said to have equity
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What is brand equity?
The premium it can command in the
market
Difference between the perceived value
and the intrinsic value
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What happens when equity
increases?
Commodity Brand Power Brands
Presence
+
Personality
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What happens when brands
have high equity?
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
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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
1
1
1
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How does one build brands?
Distinguishing it from others value
proposition
Brand promise must match brand
delivery
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The value proposition
Broad positioning
Specific positioning
Value positioning
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Creating the brand
Choosing a brand name
Develop rich associations and promises
Managing customer brand contact to
meet and exceed expectations
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Considerations in choosing a
brand name
What does the brand name mean?
What associations / performance /
expectations does it evoke ?
What degree of preference does it
create?

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A brand name should indicate
Product benefits
Product quality
Names easy to
remember,
recognise,
pronounce

Product category
Distinctiveness
Should not indicate
poor meanings in
other markets or
languages
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Brand Associations
owned word
Slogans
Colours
Symbols and logos
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Brand Status


Step up
advertising
FAMILIARITY
E
S
T
E
E
M
New Product
Or Product
should be phased out
Cash Cow.Need to
Sustain brand
building activities

Troubled brand
Product upgradation
required
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Brand ambassadors
Giving a face and personality to the
brand that is expected to be rubbed off
from the brand ambassador
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Brand Vitality
Differentiation in consumers need
Differentiation relevant to consumers
need

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Brand Pitfalls
Brand experience must match brand
image
Calls for managing every brand contact
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