Marketing Management, MBA(GENERAL) 1st sem

1. BRAND
DECISIONS
BY,
SADIAH

2. WHAT IS BRAND?
•A type of product
manufactured by a
particular company under a
particular name.
•A name, sign, symbol or
design or a combination of
them, intended to identify
the good or services of one
seller or group of sellers and
to differentiate them from
those of the competitors.
•A brand for a company is
like a reputation for a
person, you earn reputation
by trying to do hard things

3. THE BRAND WHEEL

4. Meanings
A brand conveys the following six levels of
meanings:
• Attributes: A brand brings to mind certain
attributes. Example: Mercedes suggests
expensive, well-built, well- engineered, durable,
high-prestige automobiles.
• Benefits: Attributes must be translated into
functional and emotional benefits. Example:
The attribute “durable” means that the
customer need not buy another car for several
years.
• Values: The brand also says something about
the product’s values. Example: Mercedes stands

5. Cont.
• Culture: The brand may represent a certain
culture. Example: The Mercedes represents
German culture: organized, efficient, high
quality.
• Personality: The brand can also project a certain
personality. Example: Mercedes may suggest a
no-nonsense boss (sophisticated person), a lion,
etc.
• User: The brand also suggests the kind of
consumer who buys or uses the product.
Example: We would expect to see a 55-year-old
top executive behind the wheel of a Mercedes,
not a 20-year-old secretary.

6. Brand Identity
• Brand Identity is basically
the face your brand.
• Brand’s name, logo, colors,
tagline & symbol
• It represents your
company’s value, service,
ideas and personality.

7. • Brand is “a marketer’s
promise to deliver a
specific set of features,
benefits & services”
• Brands are not built by
advertising but by the
brand experience.

8. BRAND EQUITY
Brand equity is the
commercial value
that derives from
consumer
perception of the
brand name of a
particular product
or service, rather
than from the
product or service
itself.

9. Acc to David Allen
Aaker - “Brand equity is
related to the degree of
brand name
recognition, perceived
brand quality, strong
mental & emotional
associations and other
assets such as patents,
trademarks & channel
relationship”.
Cont.

10. Aaker’s brand equity model

11. Branding Decisions
Branding
Decisions
•Brand
•No
Brand
•Manufactu
re
•Distributo
r
•Licensed
•Individu
al
•Blanket
Family
•Separate
Family
•Compan
y -
individua
l
•Line
extension
•Brand
extension
•Multi
brands
•New
•Co-
brands
•Re-
positioning
•No
repositioni
ng
Sponsor
decision
Brand
Strategy
Brand
Repositioning

12. TO BRAND OR NOT TO BRAND
• IT is wiser to use
brand names in
modern times.
Branding involves
cost but gives the
following advantages to
companies:
• The brand name
makes it easier for the
seller to process orders
and track down
problems.
• The seller’s brand

13. Cont.
• Branding helps the
seller segment markets.
• Strong brands help
build the corporate
image, making it easier
to launch new brands
and gain acceptance by
distributors and
consumers
• Consumers want
brand names to help

14. Advantages of Branding
✓ Easier to process orders & track down
problems
✓ Legal protection
✓ Brand loyalty
✓ Segmentation
✓ Build corporate image
✓ Easy acceptance of new brands

15. Brand Sponsor Decision
A manufacturer has several options with respect
to brand sponsorship.
➢ Manufacture brand- Kelloggs, Colgate
➢ Distributor brand-Pantaloon’s – John Miller,
Bare
➢ Licensed brand-Gitanjali group – Nina Ricci,
Miss Sixty.
Middlemen develop their own brands because of
two reasons:
• They are more profitable. The cost incurred in
developing store brands is much less.
• Retailers develop exclusive store brands to
differentiate themselves from competitors.

16. SLOTTING FEE
BRAND
LADDER

17. BRAND PARITY
PULL VS
PUSH
STRATERGY

18. Brand Name Decision
■ Individual names- This
policy is followed by
HLL, P&G, Nestle etc.
Nestle launched Maggi
as an individual name.
HLL and P&G launch
their brands as
individual brands like
Lifebuoy and Rexona,
Wheel, Lux, etc. Seiko
launched Pulsar range of

19. ▪ Separate Family Names for all Products: Where a
company produces quite different products, it is not
desirable to use one blanket family name. Example:
Matsushita used three different names for different product
classes. It used National for home appliances, Panasonic
for entertainment products and Technics for other
installations. This policy is also followed by Sears. It uses
Kenmore for appliances, Craftsman for tools, and Homart
for major home installations.
▪ Company trade name combined with individual
product names: This policy is followed by Kellogg
(Kellogg’s Corn Flakes, Kellogg’s Rice Krispies etc.)
Other examples are Star Network (Star Plus, Star
News, Star
Gold, Star Movies), Zee Telefilms (Zee TV, Zee News
etc.),
Hindustan Times (HT City, HT Careers, HT Property),
Yamaha (Yamaha RX 100, Yamaha Crux R etc.).
The advantage is that the company name legitimizes
the new
product, and the individual name individualizes the new
product.

20. Desirable qualities for a brand name
✓ Suggest about the product’s benefits
✓ Suggest the product category
✓ Suggest concrete, high imagery qualities
✓ Easy to spell, pronounce, recognize & remember
✓ Distinctive
✓ Should not carry poor meanings in other
countries & languages

21. Brand Strategy decisions
Brand strategy is a plan that encompasses specific long-term
goals that can be achieved with the evolution of a successful
brand.
PURPOSE
Development of a strong coherent brand in order to enhance
revenue and profit.

22. A company has five choices when it comes to a brand
strategy. They are as follows:
LINE EXTENSIONS
A company introduces a brand line extensions using an established
products brand name to launch a new, slightly different item in the
same product category
Brand line extensions may be:
New flavours
Package sizes
Nutritional content, etc.

23. BRAND EXTENSIONS
A brand extension occurs when a firm uses an established brand name
to introduce a new product.
Since the market is already aware of the existing products that are
associated with the brand, the new product will reach out faster to the
customer.
Example; Dettol, colgate, Loreal

24. BRAND DILUTION
The weakening of the power of a brand that occurs when a company
has too many brands and spreads its resources too thinly trying to
support them all.
Line extensions and Brand extensions lead to brand dilution
Example; Blackberry
MULTIBRANDS
Marketing of more than two competing and almost identical products
that belongs to a single organisation and is filled under different and
unrelated brands is called multibranding.
The core idea of multibranding is to increase the overall market share.

25. NEW BRAND
A new brand is created when a company wants to launch a new product
under a new category, but none of its already existing brand names are
appropriate for that product.
But the cost of developing a new brand name and the risks associated
with it also cannot be ignored.
COBRANDS
A marketing strategy and advertising partner
ship between two seperate brands or
organization
who come together to generate unique values
for their respective consumers.

26. Same company co branding
HUL can promote a packet of knorr soup with a packet of bru coffee.
Joint venture co-branding
Snapdeal offering 5% discount on HDFC debit cards
Ingredient co-branding
Intel for dell
Multiple co-branding
citibank,american airline & visa credit card partnership

27. BRAND REPOSITIONING
However well a brand is currently positioned, the
company may have to reposition it later when
facing new competitors or changing customer
preferences.
Example: Cadbury, MacDonald’s, 7-Up