This document discusses the first step in developing and building a brand: deciding what to brand. It can be a company, product, product category, promise, person, or concept. When deciding, considerations include finding a single brand or category, ensuring the promise is extendible to multiple products, and whether multiple brands could be individual profit centers. Key performance indicators to measure include awareness, preference/loyalty, and perception/trust. The overall recommendation is to find a single point or promise that can unite multiple products or concepts under one durable brand.

1. Brand Management
Session 5: Developing / Building a Brand
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

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Step 1: Decide what do you want to brand
 Company
 Product category
 Product
 Promise
 Person
 Concept
 Suggestions:
The Power of one
If multiple products 
can you find a
category?
If B2B, then promise or
concept or company
If you have multiple
brands, can they be
made individual profit
centers?
KPIs

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Step 1: Decide what do you want to brand
 Having a single brand
is the most durable
way to build brand
 Challenge is to find
the single point
What is the promise?
What is the purpose?
- Tombstone method
 Extendibility
Case: Partex, Pran
 Suggestions:
The Power of one
If multiple products,
then can you find a
category?
If B2B, then promise or
concept or company
If you have multiple
brands, can they be
made individual profit
centers?
KPIs

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Step 1: Decide what do you want to brand
 Can the category give
a single promise? 
Domex
 Is the promise
extendible across
various relevant
products?
 Case in country:
Radhuni
 Suggestions:
The Power of one
If multiple products,
then can you find a
category?
If B2B, then promise or
concept or company
If you have multiple
brands, can they be
made individual profit
centers?
KPIs

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Step 1: Decide what do you want to brand
 Promise:
MGH Logistics
 Concept:
Advertising Association
 Company:
BASF
 Suggestions:
The Power of one
If multiple products,
then can you find a
category?
If B2B, then promise or
concept or company
If you have multiple
brands, can they be
made individual profit
centers?
KPIs

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ASSIGNMENT
Group Assignment on B2B Branding

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Step 1: Decide what do you want to brand
 Suggestions:
The Power of one
If multiple products,
then can you find a
category?
If B2B, then promise or
concept or company
If you have multiple
brands, can they be
made individual profit
centers?
KPIs

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Step 1: Decide what do you want to brand
 Awareness
Top of mind
Aided
 Preference / Loyalty
Trial
Repeat purchase
Wait
 Perception/ Trust
Association
Reference
 Suggestions:
The Power of one
If multiple products,
then can you find a
category?
If B2B, then promise or
concept or company
If you have multiple
brands, can they be
made individual profit
centers?
KPIs