Brand equity refers to the value added to a product by its brand name compared to its generic equivalent. It is created by factors like brand loyalty, awareness, perceived quality, and brand associations in the minds of consumers. Building strong brand equity takes time as it requires creating positive brand awareness and associations. A brand manager is responsible for the growth of a brand. They must be creative, observant, able to network, write succinctly, and pay attention to details. The role requires developing a brand position statement and brief to guide the agency in developing advertising. The brief should concisely outline the target consumers, desired consumer perceptions, key benefits, and practical considerations for campaign execution in under two pages.

1. Brand Management
Session 2: Brand Equity and Brand Manager
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

2. We read about the the relationship in last class
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
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3. BRAND EQUITY
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4. But what is a good brand made of?
§ Brand Equity is the difference between the value offered
by a product / service by the company the value
perceived by the consumers
 Is Mercedes expensive?
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5. Brand Equity consists of …
Brand Brand Perceived Brand
Loyalty Awareness Quality Association
Reduced Anchor to which Reason to buy Easy
marketing cost other interpretation
Differentiation /
associations
Trade Leverage Position Reason to buy
can be attached
Attracting new Price Create positive
Familiarity-liking
customers image
Channel-
Signal of
Time to respond member interest Extension
substance
to competitive
Extension
threats Consideration
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6. How long does it take to build a brand?
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7. BRAND MANAGER
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9. What are the expertise / role of a Brand Person?
§ S/he is the parent of the brand, agency is the mentor
that grooms the brand
§ Skill-set needed:
 Creativity
 A natural observer – gathers insights
 Networking, resourcefulness
 People-savvy
 Rational, analytical ability
 Capability to write succinctly
 Attention to details
§ S/he is the sole responsible person for the growth of the
brand – there’s nothing s/he can escape from. Rest of
marketing department supports her/him.
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10. Brand Position Statement
§ Brand Name
§ Brand Consumer Benefit
§ Brand Personality
§ Product / Range / Description
§ Major Competitors
§ Target Consumers
§ Reasons to Believe the Benefit
§ Packaging
§ Advertising Property
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11. Brand Person provides a brief
§ A good brief is a reflection of how well the brand person
understands and owns his/her brand
§ Brief means brief
 Concise – no more than 2 pages
 Simple and Clear – for anyone, free from jargons
 Positive and truthful – inspiring, driving excellence
§ Outline
§ Should be presented in person to the agency, including
the creative team, preferably with product demo
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12. Brief to Agency
§ Why do we want new advertising?
§ Who are we talking to?
§ What effect should the advertising have on the consumer? What
does s/he think now? What would we like her to think/do?
§ The story – what is the single most persuasive benefit we can
offer?
§ Why should the believe it?
§ What are the executional considerations?
§ What are the practical considerations, e.g. timing, advertising
properties, competitive reaction, regulatory aspects, etc
§ Authority
§ Budget strength
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13. QUESTIONS AND ANSWERS
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