The document discusses branding and brand management. It defines brands and branding, tracing branding back to early human civilization. Branding has evolved over time, with brand personality becoming important. Strong brands provide benefits like differentiation, loyalty and premium pricing. Building brands requires identifying and developing brand plans, growing equity through marketing programs, and measuring performance. The document also defines key branding concepts like brand equity and brand loyalty.

1. THARAKA DIAS
MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),
FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),
MSLIM, P.MKT(Sri-Lanka)
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2.  What is a brand
 How branding evolved
 Brands and its importance
 Building strong brands
 Branding challenges and opportunities
 Brand Equity
 Strategic Brand management Process
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5.  Brands and branding are not a recent phenomena
 This can be traced back to the time when human civilization
originated
 Its started to convey information about religion and business
transactions (who is involved, what was transacted, and how
much) were recorded by using symbols.
 These symbols were pictorials in nature (also known as brand
marks, logotypes or icons)
 These early brands can be called proto- brands
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6.  This evolved further in the twentieth century and the concept of
brand personality gradually came into being
 Brand personality is the set of human characteristics associated
with a brand(Asker 1997)
 Brand personality enables consumers to express themselves
through a brand (Sincerity, excitement, competence, sophistication
and ruggedness)
 Brand personality helped in lending an image to the brand
 Since consumption is cultural and time specific, ultimate role of
the brand is to carry and communicate cultural meaning that is
transactional(information related) as well as
transformational(Image related) in character
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7.  A brand is a name, term, sign, symbol or
combination of them intended to identify the
goods or services of one seller or a group of
sellers and to differentiate them from those of
competition(AMA)
 A way of differentiate a product from a mere
commodity
 The simplest definition is , branding is all about
naming a commodity
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10.  A service – Insurance, Banks, Hotels, Schools
 A product – I phone, Soaps, Cars
 A store – Cargills, Keels super, Arpico
 A place – Sigiriya, Nuwara elliya
 A person – Sangakkara, Jayasuriya
 An idea – save the world, api wennuwen api
 An online organization – ikman.lk
 An organization – Maliban, Sidhalepa
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11. PRODUCT
 Scope
 Attribute
 Product users
 Quality /values
 Functional benefits
BRAND
 Brand personality
 User image
 Emotional benefits
 Self expressive benefits
 Brand customer relationship
 Organizational associations
 Country of origin
 Symbols
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13.  An identifier
 A short hand for information
 Legal protection
 Differential advantage
 Unique association
 Price premium
 Enhancing customer loyalty
 High market share
 Inelastic response to price increase
 As a barrier to the entry of other brands
 Can be bought and sold as an asset
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14.  Source of identification
 Heuristic or proxy for quality
 Source of evaluation
 A tool to simplify decision making
 Risk reducer
 Financial risk
 Time risk
 Social risk
 Psychological risk
 Tool to express self image
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15.  Functional brands – Maruti car as family transportation at an
affordable price
 Image brand – when a up market product use by a celebrity will
attract customers to follow and use the same brand, where they also
will feel that they too belong to the same class and league. Tag by
Tiger woods
 Experience brands – a brand can project the unique experience
customers will have on using it in order to create value – feel like
home (srilankan)
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16.  Intelligent and educated customers
 Growth of private labels
 Brand proliferation
 Increasing trade power
 Media fragmentation and the rise of the new
media
 Increasing cost of product introduction and
support
 Increasing job turnover
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17.  Brand equity – Keller(2004) and Aaker(1991)
 Brand loyalty
1. Level 1 – Brand switcher
 Indifferent to the brand name
 Buying decision based on price, availability
 Brand name does not play a significant role
2. Level 2 – Habitual buyers
 Satisfied buyers, absence of any dissatisfaction
 Vulnerable to competitions stimulation
3. Level 3 – Switching cost loyal
 Satisfied with the brand and have a switching cost
 Competitors need to overcome switching cost
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18. 4. Level 4 – Friends of the brand
 Emotional attachment with the brand
 Truly like the brand and consider it as a friend
5. Level 5 – Committed customers/ consumers
 Take pride in using the brand
 Recommend brand to others
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19.  Identifying and developing brand plans
 Designing and implementing brand marketing
programs
 Measuring and interpreting brand performance
 Growing and sustaining brand equity
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21.  Brand – A name, term, sign, symbol, design or a combination of
them, intended to identify the goods or services of one seller or
group of sellers and to differentiate them from competitors
 Brand equity – brand equity is added value that a product or a
service is endowed with due to a perception of the customers
towards the brand
 Brand loyalty – having a particular brand as the primary choice
while making a purchase
 Proto brands – early brands that existed since the origin of
civilization. Their brand elements were logo, text, and color.
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diastharaka@gmail.com
0773869007
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