Brand management

1. BRAND MANAGEMENT

2. Group Member Name:-
Name Enrollement No
Shaikh Farah 2060
Sharma Madhuri 2061
Sharma Richa 2062
Shelar Akash 2063
Singh Anjali 2064

3. Brand Management
Brand management is the process of
managing your brand reputation and
improving your audience’s perception of your
brand in a way that build brand
awarness,brand equity and brand loyalty.
Branding is the process of building your brand
and brand management is the process of
monitoring and maintaining it.

4. Definition(BRAND)
- A brand is a name,term,sign,symbol,design or
a combination of the above, to identify the
goods or services of a seller and differentiate it
from the rest of the competitors.
- Brand is the associations of Owner
word,slogans,colours,symbols and logos.
- Branding is concerned with giving a name to
the product, as parents name baby.

5. Brands……

6. Elements of A BRAND
 Name
 Logo
 Graphics
 Shapes
 Tagline
 Colors
 Tastes
 URL

7. Functions of Brands
Identification of product sources
Risk reducer
Search cost reducer
Assignment of responsibility to product maker
Promise, Bond or deal with maker of products
Signal of quality

8. Types of Brands
Types of
Brands
Personal
Brand
Individual
Brand
Family
Brand

9. Personal Brand
The personal brand attached with individual
personality.
It explains the character of the particular
popular celebrity.
For example: Abdul Kalam,Sharukh Khan etc.

10. Individual Brand
Individual branding is the marketing strategy
of giving each product in a portfolio its own
unique brand name.
This facilitates the positioning of each
product, by allowing a firm to position its
brands differently.

11. Family Branding
Family branding is a marketing strategy that
involves selling several related products under
one brand name.
Family branding is also known as an umbrella
branding.
It contrasts with individual product branding,
in which each product in a portfolio is given a
unique brand name and identity.

12. A brand name should indicate…
Product benefits
Product quality and category
Product Distinctiveness
Names easy to remember,recognise and
pronounce
Should not indicate poor meanings in other
markets or languages.

13. Brand Age
How long a brand has been on the market can
affect its personality.
New entrants like Apple, Outlook etc., tend to
have younger brand personalities than IBM,
India Today etc.,

14. Brand Symbol
A symbol can be a powerful influence on
brand personality since it can be controlled
and can have extremely strong associations.
Ex:-Apple’s a bitten apple, Nike’s swoosh etc.

15. Brand Loyalty
Brand loyalty refers to how consistently your
customers and followers engage with
purchase your brand irrespective of in the
absence of any marketing.
Brand loyalty is important because it creates
brand ambassadors who do your marketing
for you.

16. Brand loyalty Pyramid
Hard Core level
Split loyal
Shifting Loyal
Switchers

17. Brand Ambassador
One who represents the product on behalf of
the entire economy.
A well connected person or celebrity who is
used to promote and advertise a product or
service.
A brand ambassador can also be called as an
marketing agent of a company.

19. Brand Development
• Brand development can be achieved with the
help of following method:-
Mergers
Acquisitions
Take over

20. Brand Management Process
Identifying and establishing Brand positioning
Plan and implementing Brand marketing
Measure and interpret brand
Grow and sustain brand equity

21. Brand Positioning
 Positioning refers to the place that a brand occupies in
the minds of the customers and how it is
distinguished from the product of the competitors.
 In order to position brands, company may use the
distinguishing features of their brand or they may
create a suitable image through the marketing mix.
 Once a brand has achieved a strong position, it can
become difficult to reposition it.

22. Developing the Positioning Statement
Segmentation
Targeting
Positioning

23. Approaches To Positioning
1. Focusing on the customer
2. Focusing on the competitors

24. Process of Brand Positioning
Know your target audience well
Identify the product features
Unique selling propositions
Know your competitors
Ways to promote brands
Maintain the position of the brand

25. Brand Equity
Brand equity is the value of a brand built up over
a period of time. It is composed of four
components :- image perception,awarness and
loyalty.
Brand equity is one of the factors which can
increase the financial value of a brand to the
brand owner.
Market research, product quality, marketing mix,
brand extension, customer opinion and customer
satisfaction is the sources of brand equity.

26. Factors Influencing Brand Equity
• Changing Market Share
• Profit Margins
• Consumer recognition of logos and other
visual elements.

27. Brand Equity Models
CBBE model refers to the customer based
brand equity.
This model answers two questions:-1) What
makes a brand strong? 2)How to build a strong
brand?
Customer based brand equity is defined as the
differential effect that brand knowledge has on
consumer response to the marketing of that
brand.

28. Differential Effect
Brand equity gains different responses from
the customers.
If there is not any variations in customer
responses, it clearly means that the brand name
is not a brand it is actually a comodity.
Ex:-Customers interested in buying air tickets
are not so influenced by the brand of the
airlines, instead of that uses pricing as a basis
of purchasing air tickets.

29. Brand Knowledge
Brand knowledge is the main reason behind
differences in customer responses.
All the feelings,emotions,beliefs,attitudes, etc
which associate with the brand are
collectively called brand knowledge.
Generally brand focus to develop unique and
strong customer associations.
Ex:- café coffee, Pizza Hut etc.

30. Customer Responses to Marketing
Brand which have good market image bring in
more earnings.
Customer respond more positively towards an
identified brand and its marketing, it is called
positive customer based brand equity.
Customer respond more positively towards an
unidentified product compares to the identified
product, it is called negative customer based
brand equity.

31. Drivers of Brand Equity
Perceived quality
Name awareness
Brand Associations
Brand Loyalty
Other Proprietary Assets.

32. Co-Branding
Co branding is when two companies form an
alliance to work together, creating marketing
synergy.
Co-branding is an arrangement that associates
a single product or service with more than one
brand name
The object for this is to combine the strength
of two brands.

33. Forms Of Co-Branding
Ingredient Co-branding
 Same company Co-branding
Joint Venture Co-branding
Multiple sponsor Co-branding

34. Ingredient Branding
Ingredient branding is a marketing strategy
where a component of the business is branded
as separate entity
This helps to add more value to the parent
company and make their product seem
superior to its competitors.
Ex:-Tide detergent, Oreo etc

35. Brand Strategy
A plan for the systematic development of a
brand to enable it to meet its agreed
objectives.
The strategy should be rooted in the brand’s
vision and driven by the principles of
differentiation and sustain consumer appeal.
The true brand is the sum total of the
perceptions of all the constituencies which
contribute to revenues and profits.

36. Role of Branding Strategy
Clarify-Brand Awareness- improve consumer
understanding and communicate similarly and
differences between two products.
Motivate-Brand image-transfer of equity from
a brand to individual product to increase trial
and repeat purchase.

37. Types of Brand Strategy
Product branding
Product- line branding
Product – range branding
Corporate branding

38. Brand Extension
Brand extension is marketing strategy in which
a firm marketing a product with a well-defined
image uses the same brand name in a
different product category.
There are two types of brand extension
Line Extension
Category Extension

39. Line Extension
• New product targeting new market segment
within the product category the parent brand
serves.
• Ex:-Head and Shoulder dry, Scalp shampoo
etc.

40. Category Extension
• Marketers apply the parent brand to enter a
different product category from the one it
currently serves.
• Ex:-Swiss Army Watches.

41. Approaches of Brand Extension
Adding features and benefits to improve the
existing product
Launching different price version of the
product
Expanding the product range
Introducing Niche products
Introducing private label product
Responding to competitive product actions

42. Advantages of Branding
Easy to Recognize
Availability of quality product
Minimum fluctuations in price
Mental satisfaction
Easy to advertise
Creation of separate market
Easy to expand the product mix
Personal contacts with consumers.

43. Thank You