STUDENT- PGDM INSTITUTE OF MANAGEMENT STUDIES, NOIDA <ul><li>Prepared by – </li></ul><ul><li>RAVISH ROSHAN (atulravish@gma...
Brand Management
What is a brand? A brand is a name, term, sign, symbol, design or a combination of the above to identify  the goods or ser...
A brand comprises of  <ul><li>Tangible attributes  </li></ul><ul><li>Intangible attributes </li></ul>
Tangibles <ul><li>Eg. </li></ul><ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Labelling </li></ul><ul><li>...
Intangibles <ul><li>Eg. </li></ul><ul><li>Quality </li></ul><ul><li>Emotional benefits </li></ul><ul><li>Values </li></ul>...
Brand Power <ul><li>Customer will change brands for price reasons </li></ul><ul><li>Customer is satisfied. No reason to ch...
Advantages of branding <ul><li>Easy for the seller to track down problems and process orders </li></ul><ul><li>Provide leg...
Brand Identity It is the marketer’s promise to give a set of features, benefits and services consistently
Brand Building Involves all the activities that are necessary to  nurture  a brand into a  healthy cash flow  stream  afte...
What kind of activities? <ul><li>Eg. </li></ul><ul><li>Product development </li></ul><ul><li>Packaging </li></ul><ul><li>A...
Brand Equity When a commodity becomes a brand, it is said to have equity
What is brand equity? <ul><li>The premium it can command in the market </li></ul><ul><li>Difference between the perceived ...
What happens when equity increases? Commodity Brand Power Brands Presence + Personality
What happens when brands have high equity? <ul><li>The company can have more leverage with the trade </li></ul><ul><li>The...
Umbrella Brand <ul><li>Products from different categories under one brand </li></ul><ul><li>Dangerous to the brand if the ...
Naming the Brand <ul><li>Product benefits </li></ul><ul><li>Product qualities </li></ul><ul><li>Easy to pronounce </li></u...
Brand Loyalty Pyramid Committed buyer Likes the brand. Considers  it a friend Satisfied buyer. Would  incur costs to switc...
How does one build brands? <ul><li>Distinguishing it from others – value proposition </li></ul><ul><li>Brand promise must ...
The value proposition <ul><li>Broad positioning </li></ul><ul><li>Specific positioning </li></ul><ul><li>Value positioning...
Creating the brand <ul><li>Choosing a brand name </li></ul><ul><li>Develop rich associations and promises </li></ul><ul><l...
Considerations in choosing a brand name <ul><li>What does the brand name mean? </li></ul><ul><li>What associations / perfo...
A brand name should indicate <ul><li>Product benefits </li></ul><ul><li>Product quality </li></ul><ul><li>Names easy to re...
Brand Associations <ul><li>‘ owned word’ </li></ul><ul><li>Slogans </li></ul><ul><li>Colours </li></ul><ul><li>Symbols and...
Brand Status Step up advertising FAMILIARITY E S T E E M New Product Or Product  should be phased out Cash Cow.Need to Sus...
Brand ambassadors <ul><li>Giving a face and personality to the brand that is expected to be rubbed off from the brand amba...
Brand Vitality <ul><li>Differentiation in consumer’s need </li></ul><ul><li>Differentiation relevant to consumer’s need </...
Brand Pitfalls <ul><li>Brand experience must match brand image </li></ul><ul><li>Calls for managing every brand contact </...
Brand strategy <ul><li>Line extension – existing brand name extended to new sizes in the existing product category </li></...
Brand Repositioning <ul><li>This may be required after a few years  </li></ul><ul><li>to face new competition and changing...
Packaging <ul><li>Includes the activities of designing and producing the container for a product </li></ul><ul><li>Packagi...
Packaging as a marketing tool <ul><li>Self service </li></ul><ul><li>Consumer affluence </li></ul><ul><li>Company and bran...
Designing packaging <ul><li>Packaging concepts </li></ul><ul><li>Technical specifications </li></ul><ul><li>Engineering te...
Labels <ul><li>Identification </li></ul><ul><li>Grade classification </li></ul><ul><li>Description of product </li></ul><u...
Labels as a marketing tool <ul><li>Labels need to change with time or packaging changes to give it a contemporary and fres...
<ul><li>THANK YOU </li></ul>
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brand management-by ravish roshan,delhi

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brand management-by ravish roshan,delhi

  1. 1. STUDENT- PGDM INSTITUTE OF MANAGEMENT STUDIES, NOIDA <ul><li>Prepared by – </li></ul><ul><li>RAVISH ROSHAN (atulravish@gmail.com),9968009808 </li></ul>(mail ur comments, please)
  2. 2. Brand Management
  3. 3. What is a brand? A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors
  4. 4. A brand comprises of <ul><li>Tangible attributes </li></ul><ul><li>Intangible attributes </li></ul>
  5. 5. Tangibles <ul><li>Eg. </li></ul><ul><li>Product </li></ul><ul><li>Packaging </li></ul><ul><li>Labelling </li></ul><ul><li>Attributes </li></ul><ul><li>Functional benefits </li></ul>
  6. 6. Intangibles <ul><li>Eg. </li></ul><ul><li>Quality </li></ul><ul><li>Emotional benefits </li></ul><ul><li>Values </li></ul><ul><li>Culture </li></ul><ul><li>Image </li></ul>
  7. 7. Brand Power <ul><li>Customer will change brands for price reasons </li></ul><ul><li>Customer is satisfied. No reason to change. </li></ul><ul><li>Customer is satisfied and would take pains to get the brand </li></ul><ul><li>Customer values the brand and sees it as a friend </li></ul><ul><li>Customer is devoted to the brand </li></ul>
  8. 8. Advantages of branding <ul><li>Easy for the seller to track down problems and process orders </li></ul><ul><li>Provide legal protection of unique product features </li></ul><ul><li>Branding gives an opportunity to attract loyal and profitable set of customers </li></ul><ul><li>It helps to give a product category at different segments, having separate bundle of benefits </li></ul><ul><li>It helps build corporate image </li></ul><ul><li>It minimizes harm to company reputation if the brand fails </li></ul>
  9. 9. Brand Identity It is the marketer’s promise to give a set of features, benefits and services consistently
  10. 10. Brand Building Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch
  11. 11. What kind of activities? <ul><li>Eg. </li></ul><ul><li>Product development </li></ul><ul><li>Packaging </li></ul><ul><li>Advertising </li></ul><ul><li>Promotion </li></ul><ul><li>Sales and distribution </li></ul>
  12. 12. Brand Equity When a commodity becomes a brand, it is said to have equity
  13. 13. What is brand equity? <ul><li>The premium it can command in the market </li></ul><ul><li>Difference between the perceived value and the intrinsic value </li></ul>
  14. 14. What happens when equity increases? Commodity Brand Power Brands Presence + Personality
  15. 15. What happens when brands have high equity? <ul><li>The company can have more leverage with the trade </li></ul><ul><li>The company can charge a premium on their product </li></ul><ul><li>The company can have more brand extensions </li></ul><ul><li>The company can have some defense against price competition </li></ul>
  16. 16. Umbrella Brand <ul><li>Products from different categories under one brand </li></ul><ul><li>Dangerous to the brand if the principal brand fails </li></ul><ul><li>Sometimes the company name is prefixed to the brand. In such cases the company name gives it legitimacy. The product name individualizes it. </li></ul>
  17. 17. Naming the Brand <ul><li>Product benefits </li></ul><ul><li>Product qualities </li></ul><ul><li>Easy to pronounce </li></ul><ul><li>Should be distinctive </li></ul><ul><li>Should not have poor meanings in other languages and countries </li></ul>
  18. 18. Brand Loyalty Pyramid Committed buyer Likes the brand. Considers it a friend Satisfied buyer. Would incur costs to switch Satisfied buyer/no reason to change Switchers/Price sensitive
  19. 19. How does one build brands? <ul><li>Distinguishing it from others – value proposition </li></ul><ul><li>Brand promise must match brand delivery </li></ul>
  20. 20. The value proposition <ul><li>Broad positioning </li></ul><ul><li>Specific positioning </li></ul><ul><li>Value positioning </li></ul>
  21. 21. Creating the brand <ul><li>Choosing a brand name </li></ul><ul><li>Develop rich associations and promises </li></ul><ul><li>Managing customer brand contact to meet and exceed expectations </li></ul>
  22. 22. Considerations in choosing a brand name <ul><li>What does the brand name mean? </li></ul><ul><li>What associations / performance / expectations does it evoke ? </li></ul><ul><li>What degree of preference does it create? </li></ul>
  23. 23. A brand name should indicate <ul><li>Product benefits </li></ul><ul><li>Product quality </li></ul><ul><li>Names easy to remember, recognise, pronounce </li></ul><ul><li>Product category </li></ul><ul><li>Distinctiveness </li></ul><ul><li>Should not indicate poor meanings in other markets or languages </li></ul>
  24. 24. Brand Associations <ul><li>‘ owned word’ </li></ul><ul><li>Slogans </li></ul><ul><li>Colours </li></ul><ul><li>Symbols and logos </li></ul>
  25. 25. Brand Status Step up advertising FAMILIARITY E S T E E M New Product Or Product should be phased out Cash Cow.Need to Sustain brand building activities Troubled brand Product up gradation required
  26. 26. Brand ambassadors <ul><li>Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador </li></ul>
  27. 27. Brand Vitality <ul><li>Differentiation in consumer’s need </li></ul><ul><li>Differentiation relevant to consumer’s need </li></ul>
  28. 28. Brand Pitfalls <ul><li>Brand experience must match brand image </li></ul><ul><li>Calls for managing every brand contact </li></ul>
  29. 29. Brand strategy <ul><li>Line extension – existing brand name extended to new sizes in the existing product category </li></ul><ul><li>Brand extension – brand name extended to new product categories </li></ul><ul><li>Multibrands – new brands in the same product category </li></ul><ul><li>New brands – new product in a different product category </li></ul><ul><li>Cobrands –brands bearing two or more well known brand names </li></ul>
  30. 30. Brand Repositioning <ul><li>This may be required after a few years </li></ul><ul><li>to face new competition and changing </li></ul><ul><li>customer preferences </li></ul>
  31. 31. Packaging <ul><li>Includes the activities of designing and producing the container for a product </li></ul><ul><li>Packaging is done at three levels – primary, secondary & shipping </li></ul>
  32. 32. Packaging as a marketing tool <ul><li>Self service </li></ul><ul><li>Consumer affluence </li></ul><ul><li>Company and brand image </li></ul><ul><li>Innovation </li></ul>
  33. 33. Designing packaging <ul><li>Packaging concepts </li></ul><ul><li>Technical specifications </li></ul><ul><li>Engineering tests </li></ul><ul><li>Visual tests </li></ul><ul><li>Dealer tests </li></ul><ul><li>Consumer tests </li></ul><ul><li>Packaging innovations </li></ul><ul><li>Environmental considerations </li></ul>
  34. 34. Labels <ul><li>Identification </li></ul><ul><li>Grade classification </li></ul><ul><li>Description of product </li></ul><ul><li>Manufacturer identity </li></ul><ul><li>Date of mfg., batch no. </li></ul><ul><li>Instructions for use </li></ul><ul><li>Promotion </li></ul>
  35. 35. Labels as a marketing tool <ul><li>Labels need to change with time or packaging changes to give it a contemporary and fresh look </li></ul>
  36. 36. <ul><li>THANK YOU </li></ul>

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