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Brand Management


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Brand Management for Marketing and Management in Asia

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Brand Management

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  2. 2. 1. accumulation of emotional and functional associations 2. a promise that the product will perform as per customer’s expectations 3. usually have a trademark to protect use by others 4. gives particular information about the organization, good or service, differentiating it from others in marketplace 5. carries an assurance about the characteristics that make the product or service unique 6. A strong brand is a means of making people aware of what the company represents and what are it’s offerings
  3. 3. Product: what companies make vs. Brand: what consumers buy
  4. 4. Brand define position deliver Promise develop make maintain
  5. 5. “Brand management is nothing but the art of creating and sustaining the brand.”
  6. 6. Tangible • Product • Packaging • Labeling • Attributes • Functional benefits Intangible • Quality • Emotional benefits • Values • Culture • Image/ Identity
  7. 7. Paswan Consumers Companies Identification of source Means of identification for handling or tracing Assignment of responsibility Legal protection Risk reducer – functional, physical, financial, social, psychological, and time Signal of quality to consumers Search cost reducer Endowing product with unique association Promise, bond, or pact Competitive advantage Symbolic, cultural Source of financial return Signal of quality
  8. 8.  unique / distinctive  extendable  easy to pronounce, identified and memorized  give an idea about product’s qualities and benefits  easily convertible into foreign languages  capable of legal protection and registration  suggest product/service category  not portray bad/wrong meanings in other categories
  9. 9.  By country  By animals  By people  By product
  10. 10. 1. Relevancy 2. Consistency 3. Proper positioning 4. Sustainable 5. Credibility 6. Inspirational 7. Uniqueness 8. Appealing
  11. 11.  a medium through which an organization can portray it’s customers what it wants to achieve for them and what it wants to mean to them  forms customer’s views and opinions  occupies a distinctive place and value in the target customer’s mind  identifying and determining points of similarity and difference
  12. 12. om/watch?v=pMRV7 xFK2xI
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  14. 14.  how an organization seeks to identify itself  represents how an organization wants to be perceived in the market  communicated through its branding and marketing strategies  makes a brand unique  Includes: vision, culture, positioning, personality, relationships, and presentations.
  15. 15.  signature tune  trademark colours  logo  Tagline ◦ Think different ◦ Eat fresh ◦ Just do it ◦ Ideas for life ™ ®  Symbols
  16. 16.  current view of the customers about a brand  a unique bundle of associations within the minds of target customers  It signifies what the brand presently stands for  set of beliefs held about a specific brand  conveys emotional value and not just a mental image In short, it is nothing but the consumers’ perception about the product.
  17. 17. Brand identity Brand Image Origin develops from the source or the company perceived by the receiver or the consumer General Meaning “who you really are?” “How market perceives you?” Nature substance oriented or strategic appearance oriented or tactical. Symbolizes Brands’ reality. perception of consumers Represents “your desire” “others view” Depth It is enduring. It is superficial. Time looking ahead looking back Activity active passive Signifies “where you want to be” “what you have got”
  18. 18.  the way a brand speaks and behaves  assigning human personality characteristics to a brand  When brand image or brand identity is expressed in terms of human traits, it is called brand personality.
  19. 19. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 2– 23 Excitement Sincerity RuggednessSophistication Competence
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  22. 22. Type Measures Typical Questions Awareness Awareness and Knowledge Have you heard of Brand X? What brand comes to mind when you think "luxury car?" Attitudes Beliefs and Intentions Is Brand X for me? On a scale of 1 to 5, is Brand X for young people? What are the strengths and weaknesses of each brand? Behaviour / Usage Purchase Habits and Loyalty Did you use Brand X this week? What brand did you last buy?
  23. 23.  Awareness: The percentage of potential customers or consumers who recognize––or name––a given brand  Brand Recognition vs Brand Recall (aided/ prompted) (unaided)  Top of Mind: The first brand that comes to mind when a customer is asked an unprompted question about a category.  Ad Awareness: The percentage of target consumers or accounts who demonstrate awareness (aided or unaided) of a brand's advertising. (can be campaign- or media-specific, or it can cover all advertising)
  24. 24. Top of Mind Awareness (TOMA) Brand Recall Brand Recognition Unaware of Brand
  25. 25.  the extent to which a consumer constantly buys the same brand within a product category  consumer feels that the brand consists of right product characteristics and quality at right price
  26. 26.  value and strength of the brand (What is it worth?)  Also: differential impact of brand knowledge on consumers response to the Brand Marketing (premium charge or added value)
  27. 27. Brand Equity Brand Awareness Brand Attributes & Associations Perceived Quality Brand Loyalty
  28. 28.  Brand Equity Index (Moran) ◦ Effective Market Share ◦ Relative Price ◦ Durability  Brand Asset Valuator (Young & Rubicam) ◦ Differentiation ◦ Relevance ◦ Esteem ◦ Knowledge  Brand Valuation Model (Interbrand and Brand Finance) ◦ financial statements, market dynamics income generation
  29. 29. A partnership between two brands 1. Composite co-branding 2. Ingredient Branding © 2010 South-Western, a part of Cengage Learning. All rights reserved. 2– 36
  30. 30. Brand Name Quiz
  31. 31.  Write down the origin of the brand name (What does the name mean?/ Where does it come from?)  1 point for each correct answer  Student with most points wins a coffee  Cheaters will be branded! 2– 39
  32. 32. BONUS ROUND
  33. 33. From Thai: “Krating Daeng”, or Red Bull in English.
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