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Brand Management Basics
- 1. BRAND MANAGEMENT Presented by- Raina Sharma Marketing Operations 2.0 UCSC Extension
- 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 The marketing practice of creating all of the above mentioned identities is called BRANDING Source- American Marketing Association’s definition
- 3. WHAT IS A PRODUCT Product is anything that can be offered to a market for attention, acquisition, use or consumption that may satisfy a need or a want (goods, services, retail store, person, organization, idea) Source- www.ileush.blogspot.com
- 4. A BRAND CAN BE ALMOST ANYTHING… B to B products High-tech products Services Retailers and Distributors Online products and services People and Organizations Sports Artists & Coaches Geographic location Ideas and causes Source- www.ileush.blogspot.com
- 5. STRATEGIC BRAND MANAGEMENT Strategic brand management involves design and implementation of marketing programs and activities to- Build Measure Manage Brand Equity Source- www.ileush.blogspot.com
- 6. THE PROCESS Identify & Establish Brand positioning and Values Plan & Implement Brand Marketing Programs Measure & Interpret Brand Performance Grow & Sustain Brand Equity Source- www.ileush.blogspot.com
- 7. Need • Help brands connect with the target customers • Nurtures brand identity Implications • Delivers on the brand promise & brand identity • Helps align marketing and advertising activities with corporate image Benefits • Builds brand credibility • Increases brand equity (perceived value) Rationale • Provides On- going maintenance & control • Integrates all departments & provide brand guideline Source- Article Importance of Brand management revenew.com
- 8. Limitations • Doesn’t suffice for a bad product • At times counted as the “fluff” in marketing/ advertising Interdependencies • Misaligned marketing strategies • Silos • Branding activity evaluation Consequences • Strong corporate image • Successful brand management helps in high brand recall • Builds Customer perception & persuade buyer Consideration • Manage your brand through out local channels to market effectively Source- Article Importance of Brand management revenew.com & brandXpress.net
- 9. Gating Factors • Budget Approvals • Time of Launch • Disagreement of stakeholders on any new branding activity Best Practices • Make your product or service distinctive • Be present when and where it matters • Position your brand as an expert • Locally reinforce your known reputation (positive) • Trigger instant recognition with prospects Source- Article Importance of Brand management revenew.com
- 10. THANK YOU!
Editor's Notes
- Good Evening all! I am Raina. Today, I am going to present on my subject matter expertise on the topic of Brand Management. I will try to provide an overview on the topic and dig in deep into one of the related topics. Lets get started.
- First of all I would like to get started with explaining what a brand is?
- Any kind of offering is called the product.
- Jillian is a fitness coach but her name has become more of a brand synomous with fitness and health in consumer’s mind. Same goes for various destination branding like Australia, India and many more. To be precise, anything can become a brand.
- It is a process of creating, managing and nurturing brand presence in the market.
- 1- We identify what is the core brand value, brand mantra, competitive frame of reference. Basically, How do we differentiate the brand? 2- We integrate all the brand marketing activities by mixing various brand elements. Here takes place all the strategy. 3- Now we measure by conducting brand audits, tracking and measuring the brand equity. Checking on how the brand is performing? 4- Here we design brand expansion strategies and ways to sustain the brand equity. Brand reinforcement & revitalization.
- Consideration- make sure your local vendors, distributors are empowered with right information
- Thank you for your time. Now is the time for your questions.