PRESENTED BY:DISHA SALOT GUIDED BY: DR.

JAY BADIYANI
PARTH TRIVEDI
DHARA AJAWALIYA
PRADIP BHOJANI
SUBJECT: MARKETING MANAGEMENT
SEMESTER : 2ND
BATCH : 2018 TO 2020
SUBMITTED TO:
DEPARTMENT OF BUSINESS ADMINISTRATION

M.K.B.U.
 WHAT IS A BRAND AND BRANDING ?
• BRAND
A BRAND IS A NAME, TERM, SIGN, SYMBOL OR DESIGN, OR A COMBINATION OF THEM,
INTENDED TO IDENTIFY THE GOODS OR SERVICES OF ONE SELLER OR GROUP OF SELLERS
AND TO DIFFERENTIATE THEM FROM THOSE OF COMPETITORS.

• BRANDING
BRANDING IS ENDOWING PRODUCTS AND SERVICES WITH THE POWER OF THE BRAND.
 THE SCOPE OF BRANDING
• BRAND DIFFERENCES ARE OFTEN RELATED TO ATTRIBUTES OR BENEFITS OF
PRODUCTS ITSELF.
• BRANDING CAN BE OF :
• PHYSICAL GOODS
• SERVICES
• A STORE
• A PERSON
• A PLACE
• AN ORGANIZATION
• AN IDEA
 INTRODUCTION
• SOME ANALYSTS SEE BRANDS AS THE MAJOR ENDURING ASSET OF A COMPANY,
OUTLASTING THE COMPANY’S SPECIFIC PRODUCTS AND FACILITIES.
• JOHN STEWART, FORMER CEO OF QUAKER OATS, ONCE SAID, “IF THIS BUSINESS
WERE SPLIT UP, I WOULD GIVE YOU THE LAND AND BRICKS AND MORTAR, AND I
WOULD KEEP THE BRANDS AND TRADEMARKS, AND I WOULD FARE BETTER THAN
YOU.”
• A FORMER CEO OF MCDONALD’S DECLARED, “IF EVERY ASSET WE OWN, EVERY
BUILDING, AND EVERY PIECE OF EQUIPMENT WERE DESTROYED IN A TERRIBLE
NATURAL DISASTER, WE WOULD BE ABLE TO BORROW ALL THE MONEY TO REPLACE
IT VERY QUICKLY BECAUSE OF THE VALUE OF OUR BRAND. . . . THE BRAND IS MORE
VALUABLE THAN THE TOTALITY OF ALL THESE ASSETS.”
• THUS, BRANDS ARE POWERFUL ASSETS THAT MUST BE CAREFULLY DEVELOPED AND
MANAGED.
 WHAT IS BRAND EQUITY?
• BRAND EQUITY REFERS TO A VALUE PREMIUM THAT A COMPANY GENERATES FROM A
PRODUCT WITH A RECOGNIZABLE NAME WHEN COMPARED TO A GENERIC EQUIVALENT.
COMPANIES CAN CREATE BRAND EQUITY FOR THEIR PRODUCTS BY MAKING THEM
MEMORABLE, EASILY RECOGNIZABLE, AND SUPERIOR IN QUALITY AND RELIABILITY. MASS
MARKETING CAMPAIGNS ALSO HELP TO CREATE BRAND EQUITY.
• WHEN A COMPANY HAS POSITIVE BRAND EQUITY, CUSTOMERS WILLINGLY PAY A HIGH PRICE
FOR ITS PRODUCTS, EVEN THOUGH THEY COULD GET THE SAME THING FROM A COMPETITOR
FOR LESS. CUSTOMERS, IN EFFECT, PAY A PRICE PREMIUM TO DO BUSINESS WITH A FIRM THEY
KNOW AND ADMIRE. BECAUSE THE COMPANY WITH BRAND EQUITY DOES NOT INCUR A
HIGHER EXPENSE THAN ITS COMPETITORS TO PRODUCE THE PRODUCT AND BRING IT TO
MARKET, THE DIFFERENCE IN PRICE GOES TO MARGIN. THE FIRM'S BRAND EQUITY ENABLES IT
TO MAKE A BIGGER PROFIT ON EACH SALE.
• BRAND EQUITY IS THE ADDED VALUE ENDOWED ON PRODUCTS & SERVICES . IT MAY BE
REFLECTED IN THE WAY CONSUMERS THINK, FEEL, & ACT WITH RESPECT TO THE BRAND , AS
WELL AS IN THE PRICES , MARKET SHARES , & PROFITABILITY THE BRAND COMMANDS FOR THE
FIRM.
• BRAND EQUITY THE DIFFERENTIAL EFFECT THAT KNOWING THE BRAND NAME HAS ON
CUSTOMER RESPONSE TO THE PRODUCT OR ITS MARKETING.
• BRANDS ARE MORE THAN JUST NAMES AND SYMBOLS THEY ARE A KEY ELEMENT IN THE
COMPANY’S RELATIONSHIPS WITH CONSUMERS. BRANDS REPRESENT CONSUMERS’
PERCEPTIONS AND FEELINGS ABOUT A PRODUCT AND ITS PERFORMANCE—EVERYTHING THAT
THE PRODUCT OR THE SERVICE MEANS TO CONSUMERS.
• AS ONE WELL-RESPECTED MARKETER ONCE SAID, “PRODUCTS ARE CREATED IN THE FACTORY,
BUT BRANDS ARE CREATED IN THE MIND.”
 UNDERSTANDING BRAND EQUITY

• BRAND EQUITY HAS THREE BASIC COMPONENTS: CONSUMER PERCEPTION, NEGATIVE OR

POSITIVE EFFECTS, AND THE RESULTING VALUE. FOREMOST, CONSUMER PERCEPTION,
WHICH INCLUDES BOTH KNOWLEDGE AND EXPERIENCE WITH A BRAND AND ITS PRODUCTS,
BUILDS BRAND EQUITY. THE PERCEPTION THAT A CONSUMER SEGMENT HOLDS ABOUT A
BRAND DIRECTLY RESULTS IN EITHER POSITIVE OR NEGATIVE EFFECTS. IF THE BRAND EQUITY
IS POSITIVE, THE ORGANIZATION, ITS PRODUCTS, AND ITS FINANCIALS CAN BENEFIT. IF THE
BRAND EQUITY IS NEGATIVE, THE OPPOSITE IS TRUE.
• FINALLY, THESE EFFECTS CAN TURN INTO EITHER TANGIBLE OR INTANGIBLE VALUE. IF THE
EFFECT IS POSITIVE, TANGIBLE VALUE IS REALIZED AS INCREASES IN REVENUE OR PROFITS
AND INTANGIBLE VALUE IS REALIZED AS MARKETING AS AWARENESS OR GOODWILL. IF THE
EFFECTS ARE NEGATIVE, THE TANGIBLE OR INTANGIBLE VALUE IS ALSO NEGATIVE. FOR
EXAMPLE, IF CONSUMERS ARE WILLING TO PAY MORE FOR A GENERIC PRODUCT THAN FOR
A BRANDED ONE, THE BRAND IS SAID TO HAVE NEGATIVE BRAND EQUITY. THIS MIGHT
HAPPEN IF A COMPANY HAS A MAJOR PRODUCT RECALL OR CAUSES A WIDELY PUBLICIZED
ENVIRONMENTAL DISASTER.
 BRAND EQUITY AS A BRIDGE

THE QUALITY OF INVESTMENT IN BRAND BUILDING IS THE CRITICAL

FACTOR, NOT NECESSARILY THE QUANTITY.

BRAND PROMISE

MARKETER’S VISION OF WHAT THE BRAND MUST BE AND DO FOR THE

CONSUMERS.
 CONSUMER-BASED BRAND EQUITY
• CUSTOMER-BASED BRAND EQUITY CAN BE DEFINED AS THE DIFFERENTIAL EFFECT THAT
BRAND KNOWLEDGE HAS ON CONSUMER RESPONSE TO THE MARKETING OF THAT
BRAND.

• POSITIVE CUSTOMER-BASED BRAND EQUITY

• NEGATIVE CUSTOMER-BASED BRAND EQUITY
 THERE ARE THREE KEY INGREDIENTS TO THIS
DEFINITION.
• BRAND EQUITY ARISES FROM DIFFERENCES IN CONSUMER RESPONSE.

• THESE DIFFERENCES IN RESPONSE ARE A RESULT OF CONSUMER’S KNOWLEDGE ABOUT THE

BRAND. BRAND KNOWLEDGE CONSISTS OF ALL THE THOUGHTS, FEELINGS, IMAGES,
EXPERIENCES, BELIEFS, AND SO ON THAT BECOME ASSOCIATED WITH THE BRAND. BRANDS
MUST CREATE STRONG, FAVORABLE AND UNIQUE BRAND ASSOCIATIONS WITH
CUSTOMERS, AS HAS BEEN THE CASE WITH VOLVO (SAFETY), HALLMARK (CARING), AND
HARLEY-DAVIDSON (ADVENTURE).
• THE DIFFERENTIAL RESPONSE BY CONSUMERS THAT MAKES UP THE BRAND EQUITY IS
REFLECTED IN PERCEPTIONS, PREFERENCES, AND BEHAVIOR RELATED TO ALL ASPECTS OF
THE MARKETING OF A BRAND.
 BRAND EQUITY MODELS
1. BRAND ASSET VALUATOR
2. AAKER MODEL
3. BRANDZ
4. BRAND RESONANCE
BRAND ASSET VALUATOR
BRAND ASSET VALUATOR – BAV MODEL TO MEASURE
BRAND EQUITY
ADVERTISING AGENCY YOUNG AND RUBICAM (Y&R) DEVELOPED A MODEL OF BRAND EQUITY
CALLED BRAND ASSET VALUATOR (BAV). BASED ON RESEARCH WITH ALMOST 200,000 CONSUMERS
IN 40 COUNTRIES, BAV PROVIDES COMPARATIVE MEASURES OF THE BRAND EQUITY OF
THOUSANDS OF BRANDS ACROSS HUNDREDS OF DIFFERENT CATEGORIES. THERE ARE FOUR KEY
COMPONENTS—OR PILLARS— OF BRAND EQUITY, ACCORDING TO BAV.
• DIFFERENTIATION MEASURES THE DEGREE TO WHICH A BRAND IS SEEN AS DIFFERENT FROM
OTHERS.
• ENERGY MEASURES THE BRAND’S SENSE OF MOMENTUM.
• RELEVANCE MEASURES THE BREADTH OF A BRAND’S APPEAL.
• ESTEEM MEASURES HOW WELL THE BRAND IS REGARDED AND RESPECTED.
• KNOWLEDGE MEASURES HOW FAMILIAR AND INTIMATE CONSUMERS ARE WITH THE BRAND.
 AAKER MODEL
• AAKER MODEL OF BRAND EQUITY VIEWS BRAND EQUITY AS A SET OF FIVE CATEGORIES OF BRAND ASSETS AND
LIABILITIES LINKED TO A BRAND THAT ADD TO OR SUBTRACT FROM THE VALUE PROVIDED BY A PRODUCT OR SERVICE
TO A FIRM AND/OR TO THAT FIRM’S CUSTOMERS. BUILDING A LASTING BRAND EQUITY GRADUALLY HELPS THE
ORGANIZATION TO DEMAND PREMIUM AND THEREFORE HIGHER PROFITS IN THE LONG RUN.
• 5 CATEGORIES AS PER AAKER MODEL
• AS PER AAKER MODEL; BELOW ARE THE CATEGORIES OF BRAND ASSETS:
• BRAND LOYALTY
• BRAND LOYALTY IS BRAND’S CURRENCY AS DEFINED IN AAKER MODEL OF BRAND EQUITY.
• HIGHER LOYALTY HELPS FIRMS TO REDUCE MARKETING COSTS.
• ALSO, LOYALTY IS SOMETHING WHICH CANNOT BE COPIED OVERNIGHT BY COMPETITION AND THEREFORE GIVES TIME TO THE
FIRM TO RESPOND TO ANY MOVE BY COMPETITORS.

• BRAND AWARENESS
• THIS IS THE STARTING POINT OF BUILD BRAND EQUITY. ALL OTHER PARAMETERS COME IN NEXT.
• AWARENESS HELP THE BRAND TO GET INTO THE CONSIDERATION SET WHILE THE CONSUMER PLANS HIS/HER PURCHASE.
• PERCEIVED QUALITY
• PERCEPTION WITH RESPECT TO THE PRODUCT GIVES AN EXTRA EDGE OVER THE ACTUAL PRODUCT FEATURES. HOWEVER, PERCEPTION TILL
PROVED IS OF NO USE IN THE LONG RUN.
• E.G. NOKIA PHONES WERE PERCEIVED STURDY AND THEREFORE THE COMPANY COULD SURVIVE FOR LONG EVEN WITHOUT UPGRADING TO DUAL
SIM PHONES INITIALLY AND TO ANDROID PHONES LATER. HOWEVER IN THE LONG RUN PRODUCT FEATURE PLAY OVER PERCEPTION.

• BRAND ASSOCIATIONS
• THE EXTENT TO WHICH A BRAND NAME IS ABLE TO ‘RETRIEVE’ ASSOCIATIONS FROM THE CONSUMER’S BRAIN
(SUCH INFORMATION FROM TV ADVERTISING).
• THE EXTENT TO WHICH ASSOCIATION CONTRIBUTE TO BRAND DIFFERENTIATION.
• THE EXTENT TO WHICH BRAND ASSOCIATIONS PLAY A ROLE IN THE BUYING PROCESS.
• THE EXTENT TO WHICH BRAND ASSOCIATIONS CREATE POSITIVE ATTITUDE/ FEELINGS.
• THE NUMBER OF BRAND EXTENSIONS IN THE MARKET (THE GREATER THIS NUMBER, THE GREATER THE
OPPORTUNITY TO ADD BRAND ASSOCIATIONS).
• OTHER PROPRIETARY ASSETS
• PATENTS
• TRADEMARKS
• CHANNEL RELATIONSHIPS
• ACCORDING TO AAKER MODEL, A PARTICULARLY IMPORTANT CONCEPT FOR BUILDING BRAND EQUITY IS BRAND
IDENTITY—THE UNIQUE SET OF BRAND ASSOCIATIONS THAT REPRESENT WHAT THE BRAND STANDS FOR AND
PROMISES TO CUSTOMERS.
 THE 12 DIMENSIONS IN AAKER MODEL
• AS PER AAKER MODEL, BRAND IDENTITY AS CONSISTING OF 12 DIMENSIONS ORGANIZED AROUND 4
PERSPECTIVES:
• BRAND-AS-PRODUCT (PRODUCT SCOPE, PRODUCT ATTRIBUTES, QUALITY/VALUE, USES, USERS, COUNTRY OF
ORIGIN)
• BRAND-AS-ORGANIZATION (ORGANIZATIONAL ATTRIBUTES, LOCAL VERSUS GLOBAL)
• BRAND-AS-PERSON (BRAND PERSONALITY, BRAND-CUSTOMER RELATIONSHIPS)
• BRAND-AS-SYMBOL (VISUAL IMAGERY/METAPHORS AND BRAND HERITAGE).
• AAKER ALSO CONCEPTUALIZES BRAND IDENTITY AS INCLUDING A CORE AND AN EXTENDED IDENTITY.
• THE CORE IDENTITY—THE CENTRAL, TIMELESS ESSENCE OF THE BRAND—IS MOST LIKELY TO REMAIN
CONSTANT AS THE BRAND TRAVELS TO NEW MARKETS AND PRODUCTS.
• THE EXTENDED IDENTITY INCLUDES VARIOUS BRAND IDENTITY ELEMENTS, ORGANIZED INTO COHESIVE AND
MEANINGFUL GROUPS.
BRANDZ MODEL
 BRANDZ MODEL
• DEVELOPED BY: MILLWARD BROWN AND WPP
• MARKETING RESEARCH CONSULTANTS MILLWARD BROWN AND WPP HAVE DEVELOPED THE BRANDZ MODEL OF
BRAND STRENGTH, AT THE HEART OF WHICH IS THE BRAND DYNAMICS PYRAMID. ACCORDING TO THIS MODEL,
BRAND BUILDING INVOLVES A SEQUENTIAL SERIES OF STEPS, WHERE EACH STEP IS CONTINGENT UPON
SUCCESSFULLY ACCOMPLISHING THE PREVIOUS STEP. THE OBJECTIVES AT EACH STEP, IN ASCENDING ORDER, ARE
AS FOLLOWS:
• PRESENCE. DO I KNOW ABOUT IT?
• RELEVANCE. DOES IT OFFER ME SOMETHING?
• PERFORMANCE. CAN IT DELIVER?
• ADVANTAGE. DOES IT OFFER SOMETHING BETTER THAN OTHERS?
• BONDING. NOTHING ELSE BEATS IT.
• RESEARCH HAS SHOWN THAT BONDED CONSUMERS, THOSE AT THE TOP LEVEL OF THE PYRAMID, BUILD STRONGER
RELATIONSHIPS WITH THE BRAND AND SPEND MORE OF THEIR CATEGORY EXPENDITURES ON THE BRAND THAN
THOSE AT LOWER LEVELS OF THE PYRAMID. MORE CONSUMERS, HOWEVER, WILL BE FOUND AT THE LOWER LEVELS.
THE CHALLENGE FOR MARKETERS IS TO DEVELOP ACTIVITIES AND PROGRAMS THAT HELP CONSUMERS MOVE UP
THE PYRAMID.
KELLER'S BRAND EQUITY MODEL (BRAND RESONANCE PYRAMID)
 BRAND RESONANCE PYRAMID
• THE BRAND RESONANCE MODEL ALSO VIEWS BRAND BUILDING AS AN ASCENDING, SEQUENTIAL
SERIES OF STEPS, FROM BOTTOM TO TOP. THE STEPS ARE AS BELOW:
• ENSURING IDENTIFICATION OF THE BRAND WITH CUSTOMERS AND AN ASSOCIATION OF THE BRAND IN
CUSTOMERS’ MINDS WITH A SPECIFIC PRODUCT CLASS OR CUSTOMER NEED
• ESTABLISHING THE TOTALITY OF BRAND MEANING IN THE MINDS OF CUSTOMERS BY STRATEGICALLY
LINKING A HOST OF TANGIBLE AND INTANGIBLE BRAND ASSOCIATIONS
• ELICITING THE PROPER CUSTOMER RESPONSES IN TERMS OF BRAND-RELATED JUDGMENT AND
FEELINGS
• CONVERTING BRAND RESPONSE TO CREATE AN INTENSE, ACTIVE LOYALTY RELATIONSHIP BETWEEN
CUSTOMERS AND THE BRAND.
• ACCORDING TO THE BRAND RESONANCE PYRAMID, ENACTING THE FOUR STEPS INVOLVES
ESTABLISHING SIX “BRAND BUILDING BLOCKS” WITH CUSTOMERS. THESE BRAND BUILDING BLOCKS
CAN BE ASSEMBLED IN TERMS OF A BRAND PYRAMID. THE MODEL EMPHASISES THE DUALITY OF
BRANDS—THE RATIONAL ROUTE TO BRAND BUILDING IS THE LEFT-HAND SIDE OF THE PYRAMID,
WHEREAS THE EMOTIONAL ROUTE IS THE RIGHT-HAND SIDE.
• THE CREATION OF SIGNIFICANT BRAND EQUITY INVOLVES REACHING THE TOP OR PINNACLE OF THE BRAND
PYRAMID, AND WILL OCCUR ONLY IF THE RIGHT BUILDING BLOCKS ARE PUT INTO PLACE.
• BRAND SALIENCE RELATES TO HOW OFTEN AND EASILY THE BRAND IS EVOKED UNDER VARIOUS PURCHASE
OR CONSUMPTION SITUATIONS.
• BRAND PERFORMANCE RELATES TO HOW THE PRODUCT OR SERVICE MEETS CUSTOMERS’ FUNCTIONAL
NEEDS.
• BRAND IMAGERY DEALS WITH THE EXTRINSIC PROPERTIES OF THE PRODUCT OR SERVICE, INCLUDING THE
WAYS IN WHICH THE BRAND ATTEMPTS TO MEET CUSTOMERS’ PSYCHOLOGICAL OR SOCIAL NEEDS.
• BRAND JUDGMENTS FOCUS ON CUSTOMERS’ OWN PERSONAL OPINIONS AND EVALUATIONS.
• BRAND FEELINGS ARE CUSTOMERS’ EMOTIONAL RESPONSES AND REACTIONS WITH RESPECT TO THE BRAND.
• BRAND RESONANCE REFERS TO THE NATURE OF THE RELATIONSHIP THAT CUSTOMERS HAVE WITH THE
BRAND AND THE EXTENT TO WHICH CUSTOMERS FEEL THAT THEY ARE “IN SYNC” WITH THE BRAND.
• RESONANCE IS CHARACTERIZED IN TERMS OF THE INTENSITY OR DEPTH OF THE PSYCHOLOGICAL BOND
CUSTOMERS HAVE WITH THE BRAND, AS WELL AS THE LEVEL OF ACTIVITY ENGENDERED BY THIS LOYALTY.
EXAMPLES OF BRANDS WITH HIGH RESONANCE INCLUDE HARLEY-DAVIDSON, APPLE, AND EBAY.
 KEY BENEFITS OF BRAND EQUITY
• IMPROVED PERCEPTIONS OF PRODUCT PERFORMANCE
• GREATER LOYALTY
• LESS VULNERABILITY TO COMPETITIVE MARKETING
• LESS VULNERABILITY TO MARKETING CRISES
• LARGER MARGINS
• MORE INELASTIC CONSUMER RESPONSE TO PRICE INCREASE
• ADDITIONAL BRAND EXTENSION OPPORTUNITIES
 BRAND DECISION

• THE FIRST BRANDING DECISION IS WHETHER TO DEVELOP BRAND NAME,

THEIR PACKING FOR A PRODUCT. TODAY, BRANDING IS SUCH A STRONG
FORCE THAT HARDLY ANYTHING GOES UNBRANDED. ASSUMING A FIRM
DECIDES TO BRAND ITS PRODUCTS OR SERVICES, IT MUST THEN CHOOSE
WHICH BRAND NAMES TO USE.
 BRAND DECISION PROCESS

• TO ACQUIRE, RETAIN, AND GROW CUSTOMERS, COMPANIES NEED TO KNOW

HOW CUSTOMERS MAKE BRAND DECISIONS.
• THE BRAND DECISION CAN BE PRIMARILY COGNITIVE OR EXPERIENTIAL
DEPENDING ON THE PRODUCT CATEGORY AND SITUATION.
• BRAND DECISION-MAKING IS PARTLY RATIONAL AND PARTLY EMOTIONAL, SO
BRANDS MUST SPEAK TO BOTH THE HEAD AND THE HEART.
 FACTOR THAT INFLUENCE BRAND DECISION

• THREE FACTORS INFLUENCE DECISION-MAKING:

• LEVEL OF INVOLVEMENT (HIGH TO LOW)

• CUSTOMERS (RETENTION) VERSUS PROSPECTS (ACQUISITION)
• CONSUMERS VERSUS BUSINESSES
THE HEAD TO HEART DECISION-MAKING
RANGE
THREE METHODS TO MAKING A BRAND
DECISION
BASIC DECISION MAKING STEPS

• STEP 1: PROBLEM AND OPPORTUNITY RECOGNITION

• STEP 2: INFORMATION SEARCH
• STEP 3: EVALUATION OF CHOICES
• STEP 4: BEHAVIOR AND ACTION
• STEP 5: REVIEW OF BUYING DECISION
 PERSUADING PEOPLE TO PERSUADE
THEMSELVES

• MARKETING COMMUNICATION IS A TYPE OF INTERVENTION IN A CUSTOMER’S BRAND

DECISION PROCESS.
• THE INTERVENTION WORKS ONLY IF THE PLANNER TRULY UNDERSTANDS THE CUSTOMER’S
RELATIONSHIP TO THE BRAND.
• FROM AN IMC PERSPECTIVE, COMMUNICATION THAT HELPS CUSTOMERS AND RESPONDS
TO THEM IN A PERSONAL WAY IS MUCH MORE PERSUASIVE THAN COMMUNICATION THAT
TRIES TO MANIPULATE THEM.
REFERENCE:
• HTTPS://MARKETINGLESSONS.IN/BRAND-EQUITY-MODELS-PHILIP-KOTLER-SUMMARY/
• “PRINCIPLES OF MARKETING” BY PHILIP KOTLER & GARY ARMSTRONG ; PEARSON
PUBLICATION (14TH EDITION)
• “MARKETING MANAGEMENT” BY KOTLER, KELLER, KOSHY &JHA ; PEARSON PUBLICATION (
13TH EDITION)