The document discusses the brand development process. It begins by re-capping what defines a brand in terms of the promise it represents and how products and advertising deliver this promise. It then outlines the key steps in the brand development process: 1) identifying brand opportunities and selecting concepts, 2) generating brand concepts, 3) evaluating concepts, 4) developing the brand, and 5) launching the brand. The document concludes by opening the floor for questions.

1. Brand Management
Session 3: Brand Development Process
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

2. Quick Re-cap
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
§ Brands build companies
§ Brand Equity Consists of
 Loyalty
 Awareness
 Perceived Quality / Value
 Association
§ Brand Manager à the sole responsible for the brand
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3. BRAND DEVELOPMENT
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4. Chicken or Egg?
§ What comes first:
a Product, or
a Brand?
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5. Remember: 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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6. 1. Choose a Product that you want to brand. Name it, position it, make
a launch plan.
2. Choose an idea that you want to brand. Make a product / offer,
position it, sell it to us.
CLASS ASSIGNMENT (GROUP)
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7. The New Brand Development Process
§ Opportunity Identification and Selection
§ Concept Generation
§ Concept Evaluation
§ Development
§ Launch
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8. QUESTIONS AND ANSWERS
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