Introduction to Brand Management
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Introduction to Brand Management






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Introduction to Brand Management Presentation Transcript

  • 1. Title • Text
  • 2. Title • Text
  • 4. “Unless you have absolute clarity of what your brand stands for, everything else is irrelevant.” – Mark Baines, Global CMO, Kellogg • What is a brand? – Old Norse word ‘brandr’: ‘to burn’ – Definition • “A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers”. – AMA • “a seller’s promise to deliver a specific set of features, benefits and services consistent to the buyers…” – Kotler – Does that mean a brand is merely a symbol? • Why we distinguish between ‘a brand’ and ‘The B-R-A-N-D’?
  • 5. The roles of a brand • Identify the maker – This is ‘……..’’s product • Simplify product handling – A ‘Van Heusen’ is a ‘Van Heusen’ and not a ‘Peter England’ • Organize accounting – Financial performances of brands • Offer legal protection – There is only one ‘World Cup’ - FIFA
  • 6. The roles of a brand • Signify quality – There is ‘Arrow’ and there is ‘Knighthood’ • Create barriers to entry – The Coca Cola Company, Pepsico & …… ???!!! • Competitive advantage – Will buy a ‘Kinley’ and not local mineral water • Source of price premium – Plain white shirt: Arrow - Rs1299, Koutons – Rs 499
  • 7. Branding & brand management • Branding – Endowing products and/or services with the power(s) of the brand(s) • Brand management – Managing a ‘brand’ empowered product or service
  • 8. Scope of branding • Branding can be of: – Physical good(s) – Service(s) – Store(s) – Person(s) – Place(s) – Organization(s) – Idea(s) – Event(s)
  • 9. Strategic brand management • Identifying and establishing brand positioning – Creation of unique brand identity leads to positioning strategies: 7Up - ‘Uncola’ • Planning and implementing brand marketing – PLC gives rise to BLC • Measuring and interpreting brand performance – The creation of brand equity • Growing and sustaining brand value – Let ‘Google’ show you the way!
  • 10. Brand identity & brand positioning • Brand identity – Brand Identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization. – Brand identity perspectives: • • • • Brand as a product – The ‘Bosch’ machine Brand as an organization – The ‘Vatican’ Brand as a person – Levi’s ‘ the rugged ‘jeans Brand as a symbol – ‘Swoosh’ by Nike
  • 11. Brand identity & brand positioning • Positioning – The place a product/ service occupies in customer’s mind relative to competing products/ services. • Brand position is based on the brand identity – Brand Position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. • ‘Isse sasta aur achcha kahin nehin’ – Big Bazaar • ‘We are number two, so we try harder’ - Avis
  • 12. Brand equity • Brand Equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or a firm’s customers. • Measurement of brand equity – Customer based brand equity – Customer based brand equity for B2B brands – Financial brand equity
  • 13. Thank you.