Brand Management

Index
Branding : An overview
Overview & Source & Value to customer
& Company

Branding Identity
Branding equity
Branding Strategies

Index
Brand Extension
Brand Personality
Brand Personality Vs Brand Ambassador
Retail Brand Vs Mfg. Brands
Global Brands or Globalizing Brands

The Concept of Luxury Brand

Branding - Overview

Brand
A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive offerings.
TEXT
Something used to show customers that one
product is different than the products of
another manufacturer. WTGR

Brands are much more than logos

What is a brand ?

A traditional scenario of market

Company A

Product / services

Consumer

Company B

Company C

In a traditional market scenario, the company is catering to the

consumer.
The number of competitors are small.
In these markets the companies can come with advanced
technologies and other strategies to capture more market share.
(The size and power of the players is important.)

What is a brand ?

Company A
Company B

Product / services

Consumer

Company C

In complex markets, the differences between companies are not

much.
The companies can not differentiate much themselves from others
on the basis of quality and technology etc. factors as all the
companies are competent enough.
This scenario explains the need for the differentiation for the
companies.

What is a brand ?

Branding is an effort to give a unique identity to the companys

products and create emotional associations with consumers.
It is a form of marketing.
A brand is a set of associations that are linked to a product range, a
division, or company.
These associations reside in the memory of customers.
These associations help customers understand
what the brand or company is,
why it is potentially relevant to them,
how it is different or similar to other products made by the
company,
and how it is similar or different from competitors
products.

What is a brand ? Source & Value to

Customer
Branding is a combined effort of the company which is projected to
the consumer.

Marketing

Company

Design

Brand

Consumer

What is a brand ?

What a brand means to common

person ?
In 'blind' taste tests, people prefer
the taste of Pepsi over the taste of
Coke. However, if the test is not
'blind' and the tasters know which
beverage is which, they prefer the
taste of Coke over Pepsi! That is the
emotional power of a brand. The
Coca-Cola brand has the power to
actually change an individual's
taste!
Coca-cola is the no.1 brand in the
world.
The first shape that was registered is
the coca cola bottle.

What is a brand ?
(1) Products and services have become so alike that they fail to
distinguish themselves by their quality, efficacy, reliability, assurance
and care. Brands add emotion and trust to these products and services,
thus providing clues that simplify consumers choice.
(2) These added emotions and trust help create a relationship between
brands and consumers, which ensures consumers loyalty to the brands.
(3) Brands create aspirational lifestyles based on these consumer
relationships. Associating oneself with a brand transfers these lifestyles
onto consumers.
(4) The branded lifestyles extol values over and above the brands
product or service category that allow the brands to be extended into
other product and service categories. Thus saving companies the
trouble and costs of developing new brands, while entering new
lucrative markets.
(5) The combination of emotions, relationships, lifestyles and values
allows brand owners to charge a price premium for their products and
services, which otherwise are barely distinguishable from generics.

Integrity of Brand - Source & Value to Company

Product Packaging

Product A

Company

Websites

logo

Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed by
everything people see, hear, touch, taste or smell about your business.

Sony

* Aesthetics integrated family

look. All products bear some
common elements.
* Style of use interface design
unique way of operating a
product.
* Some functions special to the
brand

The Sony Vaio series one voice by Sony

Company / Service

People

BRAND

The market

A traditional market scenario is in market a company or service is

catering to consumers
After there are plenty of players who are competing against each
other, the market becomes complex
At this time companies start fighting against each other to capture a
large market share with lot of
Efforts in various fields.
Like using advanced technology, giving quality products etc.
This all is possible when there is a lot of variation in sizes of the
companies
But when all the companies are quite competitive this difference doest
work.
Here advertising and branding comes as a major player.
Brand is associations of things in peoples mind.

Manufacturing
And organizing

Company
Marketing

Design

Brand

Customer

Brand
Aesthetics integrated family look
Style of use
Style of design ??
Some functions
Design features
Interface design
May be a unique way to operate mobile phone

Brand

Core
Benefit
Basic
Product
Expected
Product
Augmented
product
Potential
NIFT, Kangra
Product

Key Brand Elements

Brand Name-name, tagline, logo

Brand Position-description of your organization
Brand Promise-The single most important thing
your organization promises to deliver every time
Brand Personality-what you want your brand to be
known for (fun, serious,magical,forceful,imaginative,
etc.)
Brand Tone-edgy, humorous, conservative, subtle
Brand Story-Your organizational history and how it
adds value to the brand, highlights how your
products and services grew from that background
and how your methodology impacts what you offer
Brand Associations-colors, taglines, images, fonts,
uniforms, signage, equipment, etc.

Branding Identity

What is Brand Identity?

A promise that gets kept
consistently
Defines your organization
It creates a personality and a
life for your products/services
A unique and consistent look,
feel, tone and voice for all
communications
Conveys-at a-glance the
distinctive attributes of your
organization
Over time, it builds awareness
of and an attitude towards your
organization

What is Brand Identity?

Strengthens the impact of all
messages
Paves the way for new
customer relationships
Provides employees with a
greater sense of commitment
Its essential to your success in
the marketplace
No business is too small
and no product too generic
to develop a brand identity

Branding equity

Brand Equity
Brand Recognition / Equity awareness, loyalty, quality,
emotion

Branding Strategies

Branding Strategies
Def. Long term marketing support for brand ,
based on the definition of characteristics of
target consumers.
Brand strategy is how , what, where , when &
to whom you can plan on communicating &
delivering on your brand message.

Brand Extension

Brand Extensions: How does a firm

grow?
A firm can:
Focus on current products and markets
Market penetration strategy

Put existing products into new markets

Market development strategy

Put new products into existing markets

Product development strategy

Put new products into new markets

Diversification strategy
29

Some Terminology
Brand Extension - A firm uses an
established Brand name to introduce a new
product
Harley-Davidson clothing

Sub-Brand - A new Brand is combined with

an existing Brand
Dockers

Parent Brand The pre-existing Brand that

gives birth to the sub-Brand
Family Brand Parent Brand of multiple
extensions
30

Categories of Brand
Extensions
Line extension
Parent brand is used to brand a new product
that targets a new market segment within a
product category currently served by the
parent brand
H&S dry scalp shampoo

Category extension
Parent brand is used to enter a different
product category from that currently served by
the parent brand
Swiss army watches, Porsche bicycles
31

Compare these extensions

32

Extension Failures

Campbell's tomato sauce

LifeSavers chewing gum
Cracker Jack cereal
Harley Davidson wine coolers
Hidden Valley Ranch frozen entrees
Bic perfumes
Ben-Gay aspirin
Kleenex diapers
Levi's Tailored Classics suits
Nautilus athletic shoes
Domino's fruit-flavored bubble gum
Smuckers ketchup
Fruit of the Loom laundry detergent

33

Strategies for category extensions

Same product in a different form
Introduce products that contain the
Brands distinctive taste, ingredient
or component
Companion products
Capitalize on the firms perceived
expertise
Distinct benefit, attribute, or feature
Image or prestige
34

Advantages of Extensions
Extensions can potentially provide the
following benefits to facilitate new product
acceptance:
Reduce risk perceived by customers &
distributors
Decrease cost of gaining distribution & trial
Increase efficiency of promotional expenditures
Avoid cost (and risk) of developing new names
Allow for packaging and labeling efficiencies
Variety-seeking
35

Advantages of Extensions
Enhance the parent brand image
Improve strength, favorability, and uniqueness of brand
associations
Improve perceptions of company credibility

Convey broader brand meaning to consumers

Clarify core benefit proposition and business definition of
the company

Bring new customers into the franchise and

increase market coverage
36

Brand Personality