1 brand management

BRAND MANAGEMENT
UNIT 1
Versatile Business School, Egmore, Chennai - 600 008

BRAND
 A Brand is a name, term, sign, symbol or design or a combination
of them, which is intended to identify the goals or services of one
seller or another seller and differentiate them from other
manufacturers
 The American Marketing Association defines ‘brand’ as “a name,
term, design, symbol, or any other feature that identifies one
seller's good or service as distinct from those of other sellers…A
brand may identify one item, a family of items, or all items of that
seller.”

BRANDS..

ELEMENTS OF A BRAND
 Name
 Logo
 Tagline or
catchphrase
 Graphics
 Shapes
 Colors
 Sounds
 Scents
 Tastes
 Movement
Lamborghini has
trademarked the upward
motion of its car doors.
shape of the Coca-
Cola bottle or the
Volkswagen Beetle

FEATURES OF A BRAND
 A brand has physical qualities
 A brand has its own personality
 A brand has its own culture
 A brand is a relationship
Brand personality is a set of
human characteristics that are
attributed to a brand name. A
brand personality is something to
which the consumer can relate; an
effective brand increases its brand
equity by having a consistent set
of traits that a specific consumer
segment enjoys. like sincerity,
excitement, competence,
sophistication, and ruggedness.
CULTURE: The inherent DNA of
the brand and its values that
governs every brand experience,
brand expression, interaction
with the customers, employees,
and other stakeholders of the
company along with every touch
point.
RELATIONSHIP: Branding helps
marketer to build and maintain a
long term relationship with the
customers. Brand Loyalty

FUNCTIONS OF A BRAND
 Identification
 Practicality
 Guarantee
 Optimization
 Continuity
 Characterization
 Ethics
brand is clearly seen and recognized
reduce the perceived risk irrespective of the place
and time of purchase and consumption.
reduce the perceived risk by offering the best product against the
lowest total cost of ownership, the best solution in its category.
Continuity is an emotional satisfaction function created by
brand intimacy over a long period of time due to loyalty.
emotional satisfaction function towards the brand responsibility
related to its stakeholders and environment.

BRAND MARK
 The brand mark is a
design element, such as
a symbol (e.g., Nike
swoosh ), logo (e.g.,
Yahoo! graphic), a
character (e.g., Keebler
elves) or even a sound
(e.g., Intel inside sound),
that provides visual or
auditory recognition for
Aspect or element (such as color,
design, picture, symbol, typeface) of a
brand that cannot be expressed in
words.

TRADE MARK
 It is a brand or a part of brand which is given legal protection
because it is capable of exclusive appropriation.
 The official definition of a trademark is “any word, name,
symbol or device including, but not limited to, a distinctive
package or container of any kind, or any combination of
these, used by a person to identify and distinguish the goods
of that person, including a unique product, from those
manufactured or sold by others, and to indicate the source of
the goods, even if that source is unknown.”

TRADE MARK EXAMPLES
 Company slogan or catchphrase
Examples:
“Built Ford Tough", (federal registration # 2202980)
“Just Do It”, (federal registration # 1875307)
 A Company or brand name
Example:
 Ford, federal registration # 0643185
 Product or service name
Example:
 Amazon’s Kindle, federal registration # 3694267
 Domain name
Example:
 Amazon.com, federal registration # 2078496

TRADE MARK EXAMPLES
 A device
 Shape. Example:
 Coca Cola bottle, federal registration # 1057884
 Color. Example:
 Canary yellow Post-Its, federal registration # 2390667
 Sound. Example:
 NBC chimes, federal registration # 0916522
 Smell. Example:
 Peppermint scent on file folders, federal registration # 3140700
 Touch. Example:
 Leather texture wrapping around wine bottle, federal registration #

TYPES OF BRANDS
TYPES
OF
BRAND
S
PERSONAL
BRAND
INDIVIDUAL
BRAND
FAMILY
BRAND

PERSONAL BRAND
 The personal brand attached with
individual personality
 It explains the character of the particular
popular celebrity
 For example: Abdul Kalam

INDIVIDUAL BRAND
 Individual branding, also
called individual product
branding or multi 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.
giving
product

FAMILY BRANDING
 Family branding is a marketing
strategy that involves selling
several related products under
one brand name. Family
branding is also known
as umbrella branding.
 It contrasts with individual
product branding, in which each
product in a portfolio is given a
unique brand name and identity.
OTHER BRAND
NAMES:
4. Corporate Name:
Godrej
5. Alpha Numeric
Names: Machines,
Computer,
Automobile etc

SELECTING A BRAND NAME
 Initialism
 Descriptive
 Alliteration and
rhyme
 Evocative
 Foreign word
 Founders name
 Geography
 Personification
Remindfull
Selecting a Brand:
A Brand name should basically possess qualites of
distinctiveness. That is, it should be SHORT,
NOTICEABLE, IMPRESSIVE, EASY-TO-REMEMBER
and should sand out among a host of competing name

BRAND MANAGMEMENT PROCESS
Identifying and establishing
brand positioning
Plan and implementing
Brand marketing
Measure and interpret
brand
Grow and sustain brand
EQUITY
1 Mental Map
2 Points of difference
3 Points of parity
4 Core Brand Associations
5 Brand Mantra
6 Frame of reference
KEY CONCEPTS
1 Mixing and matching of brand elements
2 Integrating brand marketing activities
3 Leveraging Secondary Associations
1 Brand Audit
2 Brand tracking studies
3 Brand Value chain
4 Brand Equity Measurement System
1 Defining the brand Architecture
2 Managing Brand Equity over time
3 Managing Brand Equity over Geographic
boundaries, Market segments and Cultures
Brand Management is the
function of marketing
techniques to a specific
product, product line, or
brand. It seeks to increase
the product’s perceived
value to the customer and
thereby increase brand
franchise and brand equity.

1 brand management

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