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1. Brands And Brand
Management
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2. What is a Brand?
• Definition: “A brand is a product that adds
other dimensions that differentiates it in
some way from other products designed to
satisfy the same need.”
• 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…
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3. N.Menakan BBA(Hons) in MKG

4. N.Menakan BBA(Hons) in MKG

5. Brand Management
• Brand management is a function of
marketing that uses techniques to increase
the perceived value of a product line or brand
over time.
• Effective brand management enables the
price of products to go up and builds loyal
customers through positive brand
associations and images or a strong
awareness of the brand.
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6. • While shopping or planning to shop, many of
us are stuck with a particular brand.
For example:
I wear only Woodland shoes, I buy only
Blackberry trousers, I like only Apple laptop,
I like only Apple Phone etc.
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7. Brand management manages both the
aspects:
• i.e. Tangible such as quality of products,
packaging, price, etc…
And
• Intangible which includes the emotional
connections with your products/services.
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8. Why Do Brands Matter?
Consumers:
• Identification of Source of Product
• Assignment of Responsibility to Product Maker
• Risk Reducer
• Search cost Reducer
• Promise, Bond, or Pact with Maker of Product
• Symbolic Device
• Signal of Quality
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9. Why Do Brands Matter? (2)
Manufacturers:
• Means of Identification to Simplify Handling or
Tracing
• Means of Legally Protecting Unique Features
• Signal of Quality Level to Satisfied Customers
• Means of Endowing Products with Unique
Associations
• Source of Competitive Advantage
• Source of Financial Returns
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10. Can Anything Be Branded?
• Physical Goods
• Services
• Retailers and Distributors
• Online Products and Services
• People and Organizations
• Sports, Art and Entertainment
• Geographic Locations
• Ideas and Causes
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11. Branding Challenges And Opportunities
• Savvy Customers
• Brand proliferation: Using brand name to introduce
newer extensions of brand.
• Media Fragmentation: The emergence of interactive
and non traditional media, promotion and other
communication alternatives.
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12. • Increased Competition
• Increased costs: Cost of introducing a new
product has increased. It makes it difficult to
match the investment and level of support
that brands were able to receive in previous
years.
• Greater Accountability
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