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Brand management


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  • Brand Management & Organizational StructureBrand and Brand Management usually go together, but not all the time. While most business types will benefit considerably from branding, Brand Management - as practiced by fast moving consumer goods companies and several other industries - is not for everyone. To Establish a Brand is to Establish a Whole new organisation and a whole new concept.The core management theory behind Brand Management is that treating the brand like a business in it's own right enables managers to be put in place to orchestrate all the aspects of managing that business. Brands are the focus of decisions and accountability, and this approach enables everyone and everything involved in the brand to share a common business mission - delivering the brand promises to the marketplace.The Brand Wheel As illustrated in the following diagram, Brand Management deals with much, much more than what many people think of as "marketing".Marketing is concerned with far more than just the advertising and demand generation side of things.Here, things can get somewhat philosophical. Even though all the above functions may not report to the Brand Manager directly, he or she is really acting in a sort of general management role. One of their absolutely key tasks is to ensure that the organisation understands the value which the brand is promising to deliver to customers and the brand identity that the business wishes to project in order to maximize it's appeal and build customer franchise and brand equity.Is this very different from what a business unit manager does in many other industries? The answer depends on how the management accounts are structured... In an organisation that has fully implemented brand management the entities around which allocations, operating expense budgets, headcount, and sales targets are structured are the brands, rolling up into brand groups, which themselves may roll up to categories. While functional areas such as manufacturing, customer service, IT, sales channels, and marketing communications may all have their own budgets and structures, they will also be accounted for (and possibly matrix-managed) across the brands. The organisation will be managed principally on the P&Ls of the brands.The strategic process, environment and analysis, segmentation and positioning for building brands. Consumer behaviour geographically, brand and product information systems and the application of Brand Management using changing strategies and mature , powerful marketing principlesWe prepare case studies on various marketing techniques we apply and implement effectively to achieve success, strategically helping our clients win in marketing plans 
  • Brand visison-It forces management to articulate what they want the brand to & quote do & quote for the organization over the next five years, relative to brand value, revenue, and profit contributions.A strong brand position means the brand has a unique, credible, sustainable, and valued place in customers' minds. Good positioning gives you the direction required to focus the organization and focus your strategic efforts.A good positioning is a single idea to be communicated to your customers. It revolves around a benefit that helps your product or service stand apart from the competition.
  • Brand Contracts can and should change over time. New promises can be added, other promises can be updated, and irrelevant promises can be deleted.
  • Acquired customers : counts customers claiming they have come to your company based on the strength of the brandCustomer loyalty : measures the degree to which customers continue to purchase your brand and how long that loyalty has lastedFinancial value : reports the financial value of your brand in the marketplacePrice premium : finds the percentage of price premium your brand is able to command over private-label brands, as well as key competitor brands
  • Transcript

    • 1. Brand Management andWhy its Important ? Presented By: Anu Mishra M.B.A 3rd Sem B.u
    • 2. Meaning of Brand• The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers."• It can be any form.• It’s a personality .
    • 3. Different Meaning of Brand:To a consumer, brand means and To a seller, brand means and signifies:signifies:1. Source of product 1. Basis of competitive advantage2. Lower risk 2. Way of identification to easy handling 3. Way of legal protection of products’3. Less search cost unique traits/feature4. Quality symbol 4. Sign of quality to satisfied customer5. Symbolic device 5. Means of financial returns
    • 4. Meaning of Brand Management:• Brand management is the application of marketing techniques to a specific product, product line, or brand.• Brand and Brand management go together.
    • 5. Brand Management Includes:• Developing Brand Vision.• Establishing Brand Position.• Fulfilling Brand Contract.• Communicating Brand Position.• Measuring ROBI.
    • 6. • Brand Vision A clear articulation of the strategic, financial, and brand goals that management has created for the brand A first step to strategic screens as to where the brand can and cannot go.• Brands Positioning is the place in consumers minds that you want your brand to own—the benefit you want them to think of when they think of your brand.
    • 7. • Brand Contract is a list of all promises the brand makes to customers. Such a contract is executed internally, but it is defined and validated externally by the marketplace.• Use all Communication strategies to help achieve your corporate strategy and brand vision.
    • 8. Some Metrics to Measure Return on Brand Investment:• Brand name knowledge, awareness, recognition, recall : measures strength of the brand as reflected by customers ability to identify the brand under varying conditions.• Contract fulfilment : measures the degree to which your brand is upholding its Brand Contract
    • 9. Why its Important?• To achieve the sales target effectively.• To increase the market share.• To sustained in the competitive market.• To create a proper channel of management.• To reduce the promotion mix expenses.• To get the new customer easily.