BRAND MANAGEMENT

1. Presented By:
Ritwik Khan(12030141022) Digvijay Singh(12030141032)
Vijay(12030141026) Raminder Pal Singh(12030141033)
Nagesh Nagraj(12030141031)

2. What is a Brand?
• A brand is a name, term, sign, symbol, or design
which is intended to identify the goods or services
of one seller or group of sellers and to differentiate
them from those of competitors.

3. Some of the Brands - that have left
impressions

5. Importance of Branding
Creates your identity
Be a customer’s ‘first choice’
Survive in Competitive world
Elevates and differentiates your like-
for-like products or services
Delivers the message clearly
Motivates the buyer

6. Trending Brand Management

7. Brand Management Process

8. Challenges to Brand Management

9. The Customer/Brand Challenge
• In this difficult environment, marketers must
have a keen understanding of:
• customers
• brands
• the relationship between the two

10. The Concept of Brand Equity
• It describes the value of having a well-known
brand name
• Defined in terms of the marketing effects
uniquely attributable to the brand

11. Customer-Based Brand Equity
• Differential effect
• Customer brand knowledge
• Customer response to brand marketing
Concepts
Determinant
s ◦ Customer is aware of and familiar with the
brand
◦ Customer holds some strong, favorable,
and unique brand associations in memory

12. Customer-Based Brand Equity
• Brand knowledge structures depend on . . .
• The initial choices for the brand elements
• The supporting marketing program and the manner by which
the brand is integrated into it
• Other associations indirectly transferred to the brand by linking
it to some other entities
Buildin
g

13. Customer-Based Brand Equity
• Enjoy greater brand loyalty, usage, and affinity
• Command larger price premiums
• Receive greater trade cooperation & support
• Increase marketing communication effectiveness
• Yield licensing opportunities
• Support brand extensions.
Benefits
of

14. Customer-Based Brand Equity
as a “Bridge”
• Represents the “added value” endowed to a
product as a result of past investments in the
marketing of a brand.
• Provides direction and focus to future marketing
activities

15. The Key to Branding
• For branding strategies to be successful,
consumers must be convinced that there are
meaningful differences among brands in the
product or service category.
• Consumer must not think that all brands in the
category are the same.
• PERCEPTION = VALUE

16. Strategic Brand Management
 Strategic brand management involves the design and
implementation of marketing programs and activities to
build, measure, and manage brand equity.
 The strategic brand management process is defined as
involving four main steps:
1) Identifying and establishing brand positioning and values
2) Planning and implementing brand marketing programs
3) Measuring and interpreting brand performance
4) Growing and sustaining brand equity

17. Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand Value Chain
Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
KEY CONCEPTS
STEPS
Grow and Sustain
Brand Equity
Identify and Establish
Brand Positioning and Values
Plan and Implement
Brand Marketing Programs
Measure and Interpret
Brand Performance
Strategic Brand Management Process

18. Motivation for
Customer-Based Brand Equity Model
 Marketers know strong brands are important but aren’t
always sure how to build one.
 CBBE model was designed to be …
• comprehensive
• cohesive
• well-grounded
• up-to-date
• actionable

19. Rationale of
Customer-Based Brand Equity Model
Basic premise: Power of a brand resides in the
minds of customers
Challenge is to ensure customers have the right
types of experiences with products & services
and their marketing programs to create the
right brand knowledge structures:
◦ Thoughts
◦ Feelings
◦ Images
◦ Perceptions
◦ Attitudes

20. Building
Customer-Based Brand Equity Model
• Building a strong brand involves a series of
steps as part of a “branding ladder”
• A strong brand is also characterized by a
logically constructed set of brand “building
blocks.”
• Identifies areas of strength and weakness
• Provides guidance to marketing activities

21. Keller’s Brand Equity Model

22. STEP -1 : BRAND IDENTITY
(Who AreYou ?)
• Goal is to create Awareness
• Ensure that brand perceptions are "correct" at
key stages of the buying process
APPLICATION :
• KnowYour Customer,Target Segment
• What decision-making processes do your
customers go through when they choose your
product?
• USP( Unique Selling Proposition)
• HowYour Brand fulfils the Customer Need
• understand whether your clients perceive
your brand as you want them to

23. STEP -2 : BRAND MEANING
(What areYou ?)
• goal is to identify and communicate what
your brand means, and what it stands for.
• The two building blocks in this step are:
"performance" and "imagery.“
Performance
• Primary and Secondary
Features
• Product Reliability,
Durability, Serviceability
• Effectiveness, Efficiency
and Empathy
• Style and Design
• Price
Imagery
• User Profile
• Purchase and Usage
Situation
• Personality andValues
• History, Heritage and
Experience

24. STEP -3 : BRAND RESPONSE
(What aboutYou?)
• It Refers to how customer responds to the
Brand, its Marketing Activity
• What Customer think and feel about the Brand
• The 2 Building Blocks here are
Judgement
• Quality
• Credibility
• Consideration
• Superiority
Feeling
• warmth
• fun
• excitement
• security
• social approval
• self-respect

25. STEP -4 : BRAND RELATIONSHIPS
(What are you and me ?)
• Focus upon the Ultimate relationship and level
of Identification that the Customer has with the
Brand
• Extent to which customer think that they are in
Sync with the Brand
Broken Down in 4 Categories
RELATIONSHIP
• Behavioural Loyalty
• Attitudinal
Attachment
• Sense of Community
• Active Engagement

26. EXAMPLE

27. Brand Positioning
• Define competitive frame of reference
• Target market
• Nature of competition
• Define desired brand knowledge structures
• Points-of-parity
• necessary
• competitive
• Points-of-difference
• strong, favorable, and unique brand associations

28. Issues in Implementing Brand Positioning
• Establishing Category Membership
• Identifying & Choosing POP’s & POD’s
• Communicating & Establishing POP’s & POD’s
• Sustaining & Evolving POD’s & POP’s

29. Establishing Category Membership
• Product descriptor
• Exemplar comparisons

30. Identifying & Choosing POP’s & POD’s
• Desirability criteria (consumer perspective)
• Personally relevant
• Distinctive & superior
• Believable & credible
• Deliverability criteria (firm perspective)
• Feasible
• Profitable
• Pre-emptive, defensible & difficult to attack

31. • Product or service attribute
• Technology positioning
• Benefit positioning
• User category
• Competitor positioning
• Integrator positioning
Bases and Strategies for Positioning

32. Product or Service Attribute
• May include features such as size, color,
ingredients, speed, etc.
• Amazon’s 1-click checkout process is an example of a
positioning attribute.
• Tylenol does not sell online, but provides useful one-
to-one features for pain relief and health information
and Tylenol greeting cards.

33. Technology Positioning
• Positioning on the basis of technology shows
that a firm is on the cutting edge.
• At Lands’ End, consumers can build virtual models of
themselves and try on virtual outfits.
• At American Airlines, customers can store seating
preferences and frequent flier account information.

34. Benefit Positioning
• Benefit positioning is generally a stronger basis
for positioning because it answers the consumer
question: What will this product/service do for
me?
• Miller Lite offers software that can be used as a
social organizer.
• On the Valvoline motor oil site, visitors can send
greeting cards, download racing screensavers, and
sign up for newsletters.

35. User Category
• User category positioning relies on customer
segments.
• Kellogg’s has an interactive site for children.
• Yahoo! Groups hosts forums organized by specific
interests.
• Eons is a social network for baby boomers.

36. Competitor Positioning
• Many firms position by benefits that provide
advantages over their competitors.
• Companies may position themselves against:
• An entire industry.
• A particular firm.
• Relative industry position.
• “I Can’t Believe It’s Not Butter” margarine
positions itself against other margarines.

37. Integrator positioning
• Integrators provide everything a consumer needs
in a particular product category, industry, or even
in general.
• Consumers want convenience and one-stop
shopping:
• Martha Stewart’s Web site brings together business
units in one place.
• TheKnot.com offers everything to do with weddings.

38. Integrator positioning
• We can expect to see more integrator
positioning in the real estate, lending, jewelry,
and hospitality industries.
• zipRealty uses software that reduces the agents'
work.
• LendingTree and HomeGain.com help brokers find
clients more cheaply and quickly.
• Blue Nile sells an estimated $129 million of jewelry
that would require 116 retail stores.
• Web travel agencies can move market share to hotels
that give them discounts.

39. Brand Mantras
• Built upon core brand values
• Makes a core brand promise
• Heart and soul of brand
• 3-5 word phrases
• Generates spirit of the brand
• Helps position the brand

40. Brand Mantras- Nike & Disney
• Brand function - nature of product or service;
performance, entertainment
• Descriptive modifier - specific functions; athletic
performance, family entertainment
• Emotional modifier - how brand delivers benefits;
authentic, fun