Brand Management


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All about Branding

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Brand Management

  1. 1. WHAT IS A BRAND? <ul><li>It is combination of features (what the product is), customer </li></ul><ul><li>benefits (what needs & wants the product meets), & values </li></ul><ul><li>( what the customer associates with the product.) </li></ul><ul><li>A brand is created when marketing adds values to a product </li></ul><ul><li>in the process differentiates it from other products with similar </li></ul><ul><li>features & benefits. </li></ul>BRAND
  2. 2. BRAND VALUES <ul><li>INSTRUMENTAL VALUES </li></ul><ul><li>- WHAT DOES THE BRAND DO ? </li></ul><ul><li> (ex) Cleans teeth better, or lasts longer </li></ul><ul><li> - More functional Benefit . </li></ul><ul><li>DIRECT EXPRESSIVE VALUES </li></ul><ul><li>- HOW DOES THE BRAND DO ? </li></ul><ul><li> They reflect the character of the Brand frequently the user. </li></ul><ul><li> (ex) Modern/ Traditional/ Feminine </li></ul>
  3. 3. <ul><li>C) CENTRAL VALUES </li></ul><ul><li> - WHAT ELSE DOES IT DO ? </li></ul><ul><li> They relate to the aspiration </li></ul><ul><li> (Personal Drives) </li></ul><ul><li> (ex) Confidence/ Security/ Freedom </li></ul><ul><li>CORE VALUES </li></ul>
  4. 4. BUT, WHAT IS A GENUINE BRAND? “ The internalized sum of all impressions received by customers and consumers resulting in a distinctive position in their ‘ Mind’s Eye’ based on perceived emotional and functional benefits”. Relative Brand Distinction Commodities ----------- No diff. except price. Brand name ----------- Well known but similar. Brand ----------- Distinctive. Genuine brand ---------- Perceived by the consumer as unique.
  5. 5. A) Yesterday way to build a Brand F.R.E.D. Model <ul><li>Familiarity </li></ul><ul><li>Relevance </li></ul><ul><li>Esteem </li></ul><ul><li>Differentiation </li></ul>
  6. 6. TODAY’S WAY TO BUILD A BRAND D.R.E.A.M Model <ul><li>Differentiation. </li></ul><ul><li>Relevance. </li></ul><ul><li>Esteem. </li></ul><ul><li>Awareness. </li></ul><ul><li>Mind’s eye. </li></ul><ul><li>What is the distinctive benefit to be communicated to the Tgt audience? </li></ul><ul><li>What are the best ways to build a specific brand’s image? </li></ul><ul><li>How is the Mktg. Budget directed to optimize Brand Equity? </li></ul>
  7. 7. WHAT IS BRANDING? <ul><li>It is a creation & infusion of Brand elements that serve to identify </li></ul><ul><li>& differentiate a product from others. </li></ul><ul><li>So, the task of Branding is to define what the brand infuses into the </li></ul><ul><li>the product/ service & how the brand transforms it. </li></ul>BRAND ELEMENT <ul><li>It is a visual or verbal information that serves to identify & </li></ul><ul><li>differentiate a product. </li></ul>What are they? <ul><li>Brand name </li></ul><ul><li>Logo </li></ul><ul><li>Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Packages </li></ul><ul><li>Slogans </li></ul>
  8. 8. Criteria for choosing Brand Elements <ul><li>Memorability. </li></ul><ul><li>Meaningfulness. </li></ul><ul><li>Transferability. </li></ul><ul><li>Adaptability. </li></ul><ul><li>Protect ability. </li></ul>
  9. 9. THE LOGIC OF BRANDING <ul><ul><li>A Brand aims to segment the market </li></ul></ul><ul><ul><li>Brands are built up by Persistent Difference over the long run. </li></ul></ul><ul><ul><li>A brand is a living memory </li></ul></ul><ul><ul><li>A brand gives products their meaning direction </li></ul></ul><ul><ul><li>A brand is a Genetic program </li></ul></ul><ul><ul><li>A brand is a contract </li></ul></ul><ul><ul><li>It Simplifies customer decision making. </li></ul></ul>
  10. 10. BRAND MANAGEMENT PROCESS Mkt. Analysis Brand Situation Analysis Tgtg. Future Positions Testing New Offers Planning & Evaluating Performance
  11. 11. BRAND NAME <ul><li>THE BRAND NAME IS </li></ul><ul><li>The basic core indicator of the brand </li></ul><ul><li>The basis for awareness </li></ul><ul><li>The basis for communication effects </li></ul><ul><li>The basis for Sales measurement </li></ul><ul><li>More permanent then anything else </li></ul>
  12. 12. WHAT THE BRAND NAME CAN DO? <ul><li>It helps create association in the mind that act as Descriptor – what it is? And What it does? </li></ul><ul><li>(ex) – Xerox </li></ul><ul><li>It provides entry barrier in its category once it gets established. </li></ul><ul><li> (ex) Burnal/ Surf/ Dettol </li></ul><ul><li>Through time & use, it becomes a viable asset. </li></ul><ul><li>(ex) Tata/ Godrej </li></ul>
  13. 13. TYPES OF NAMES <ul><li>DESCRIPTIVE BRNAD NAME </li></ul><ul><li>SUGGESTIVE </li></ul><ul><li>FREE STANDING </li></ul>
  14. 14. CRITERIA FOR BRAND NAME SELECTION. <ul><li>A IT SHOULD BE EASY TO LEARN AND REMEMBER : </li></ul><ul><li>When a name has something about it that is interesting. </li></ul><ul><li>When a name elicits a mental picture/image </li></ul><ul><li>When a name is meaningful. </li></ul><ul><li>When a name has some emotion </li></ul><ul><li>When a name is simple </li></ul><ul><li>When a name is different or unusual enough to attract attention & perhaps </li></ul><ul><li>to arouse curiosity </li></ul><ul><li>B IT SHOULD SUGGEST THE PRODUCT CLASS </li></ul><ul><li>C IT SHOULD SUPPORT A SYMBOL/SLOGAN </li></ul><ul><li>D IT SHOULD SUGGEST DESIRED ASSOCIATIONS WITHOUT BEING BORING/TRIVIAL. </li></ul><ul><li>E IT SHOULD NOT SUGGEST UNDESIRED ASSOCIATION. </li></ul><ul><li>F IT SHOULD BE DISTINCTIVE - NOT TO CONFUSE WITH COMPETITORS NAMES. </li></ul><ul><li>G IT SHOULD BE AVAILABLE AND PROTECTABLE LEGALLY. </li></ul>
  15. 15. SIMPLE QUANTITVE RESEAECH FOR BRAND NAME <ul><li>What Thoughts come to your mind on hearing this name? </li></ul><ul><li>What does the name mean to you? </li></ul><ul><li>How would you Pronounce this name? </li></ul><ul><li>What do you Particularly like about the name? </li></ul><ul><li>What do you particularly dislike about the name? </li></ul><ul><li>Which products would the name suit? </li></ul><ul><li>Which products would the name not suit? </li></ul><ul><li>Which name do you like the most & Why? </li></ul><ul><li>Which name do you dislike the most & Why? </li></ul>
  16. 16. SIMPLE QUALITATIVE RESEARCH <ul><li>I like the brand name cook lite. </li></ul><ul><ul><ul><ul><li>Why? </li></ul></ul></ul></ul><ul><li>I prefer to cook light food. </li></ul><ul><ul><ul><ul><li>Why? </li></ul></ul></ul></ul><ul><li>Light food is good for health </li></ul><ul><ul><ul><ul><li>Why? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No digestion problem. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Can be active </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Low fat formation in body </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Better for old/ all family members </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Children can eat more of light food. </li></ul></ul></ul></ul>
  17. 17. BRAND REASONS <ul><li>Why should a consumer buy the Brand? </li></ul><ul><li>What can be the rational reasons? </li></ul><ul><li>What can be the emotional resons? </li></ul>
  18. 18. RATIONAL REASONS a) Feature Based : <ul><li>Technology . </li></ul><ul><li>Design. </li></ul><ul><li>Ingredients. </li></ul>b) Attribute Based : <ul><li>Colour. </li></ul><ul><li>Shape. </li></ul><ul><li>Look. </li></ul><ul><li>Size </li></ul>
  19. 19. C) Benefit based : <ul><li>Price. </li></ul><ul><li>Product delivery. </li></ul><ul><li>Service. </li></ul><ul><li>Packaging. </li></ul><ul><li>Maintenance. </li></ul>
  20. 20. EMOTIONAL REASONS <ul><li>What are the emotional reasons for buying the Brand? </li></ul><ul><li>There are nine universal emotions namely Happiness, anger, disgust, fear, sorrow, courage, compassion, wonder and serenity. </li></ul><ul><li>(Ex) Pride/Self worth/Confidence/Image projection/ Achievement/ Envy. </li></ul>
  21. 21. <ul><li>How can emotional reasons be uncovered? </li></ul><ul><li>A comprehensive analysis of consumer behavior is the starting point. But a powerful tool is “Benefit Laddering”. </li></ul>
  22. 22. BENEFIT LADDERING <ul><li>The set of “Why” questions could lead us in to many different directions. </li></ul>Child can Grow All Ingredients Child needs Health Beverage with 23 vital Ingredients. Famous Mother Cricket Captain Strong Kid Success in Sports Physical Growth of kids Proud Mother IAS/ IIT/ Doctor Success in exams Mental growth of kids
  23. 23. Brand Strategies New Brands Multi brands Brand Extension Brand Expansion New Existing Product Category New Existing Brand Name Brand Name