Brand managemet


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Brand managemet

  1. 1. Brand Management Manoj Patel Assist. Professor Jhunjhunwala Business School, Faizabad
  2. 2. 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
  3. 3. When you cannot do this The product is a commodity
  4. 4. A brand comprises of  Tangible attributes  Intangible attributes
  5. 5. Tangibles E.g..  Product  Packaging  Labeling  Attributes  Functional benefits
  6. 6. Intangibles Eg.  Quality  Emotional benefits  Values  Culture  Image
  7. 7. Brand Identity It is the marketer’s promise to give a set of features, benefits and services consistently
  8. 8. Brand Building Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch
  9. 9. What kind of activities? Eg.  Product development  Packaging  Advertising  Promotion  Sales and distribution
  10. 10. Brand Equity When a commodity becomes a brand, it is said to have equity
  11. 11. What is brand equity?  The premium it can command in the market  Difference between the perceived value and the intrinsic value
  12. 12. What happens when equity increases? Commodity Brand Power Brands Presence + Personality
  13. 13. 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
  14. 14. 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
  15. 15. How does one build brands?  Distinguishing it from others – value proposition  Brand promise must match brand delivery
  16. 16. The value proposition  Broad positioning  Specific positioning  Value positioning
  17. 17. Creating the brand  Choosing a brand name  Develop rich associations and promises  Managing customer brand contact to meet and exceed expectations
  18. 18. 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?
  19. 19. 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
  20. 20. Brand Associations  ‘owned word’  Slogans  Colours  Symbols and logos
  21. 21. 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
  22. 22. Brand ambassadors  Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador
  23. 23. Brand Vitality  Differentiation in consumer’s need  Differentiation relevant to consumer’s need
  24. 24. Brand Pitfalls  Brand experience must match brand image  Calls for managing every brand contact