9

The Brand

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 C HAPTER O BJECTIVES
1. What are the steps and methods involved
in developing a strong brand?
2. What resources are required when
managing brands?

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 O BJECTIVE 1

What are the steps and methods

involved in developing a strong
brand?

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D A Strong Brand occupies a distinct
E
F
I position in consumer’s minds based on
N
E
D relevant benefits and creates
an emotional connection
B
between businesses and
consumers.

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 B UILDING S TRONG B RANDS
E
X Provide Saves
P Identity Project the Time
L
A Right Message
I
N
E
D

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 B UILDING S TRONG B RANDS
A
P High
P Quality
L Starts with
I
E Positioning
D

Low High
Price Price

Low
Quality
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 B UILDING S TRONG B RANDS
A
P
P
L
I Values
E
D

Benefits

Attributes

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 Distinct
A
P
P Protectable Describes
L
I
E
D Brand
Name
Exportable
Selection Memorable

Extendable Appropriate
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 B RAND S PONSORSHIP
A
P Manufacturer (National) Brands Disney Princess
P Band-Aids
L
I
Heinz Licensing
E Kellogg’s
D

Store (Private Label) Brands

Meijer
Co-branding Publics
Kellogg’s Pop-tarts with
Smucker’s Jelly
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 B RAND D EVELOPMENT
A
P Line Extension
P Crayola Crayons, Markers, Paints
L
I
E Brand Extension
D Disney Cruises

New Brands
Toyota  Lexus

Multibrands
P&G Tide, Gain, Dreft

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 O BJECTIVE 2

What resources are required

when managing brands?

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D Brand Management is the overall
E
F
I
coordination of a brand’s equities to
N
E
D
create long-term brand
growth through overseeing
marketing mix
strategies.

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 M ANAGING B RANDS
A
Consistent Brand Message
P
P
L
Manage Customer Experience
I
Focus on Long-term Growth
E
D

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 B RAND P ROTECTION
A
P
P Product
L Recalls
I
E
D Bad
Publicity

Counterfeit
Products

Genericize

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 G ENERICIZED
T
H
I
N
K Webster’s Dictionary
A
B
O
U
T

I
T
Aspirin

Yo-Yo
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 W HAT ARE T HESE
T
H
I
N
K

A
B
O
U
T

I
T

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V ISUAL S UMMARY

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 All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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