This document discusses the first step in developing and building a brand, which is deciding what to brand. It can be a company, product category, product, promise, concept, or person. Having a single brand is most durable but the challenge is finding a single point like the promise or purpose. The branding can be a product category that gives a single promise and is extendible to other products. Key performance indicators to measure include brand awareness, preference/loyalty, perception/trust. Students are assigned a group activity to analyze cement brands and their promises versus the category promise and provide suggestions.

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

2. Step 1: Decide what do you want to brand
 Company
 Suggestions:
 Product category
 The Power of one
 If multiple products
 Product
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
 Promise
 Person
 Concept

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3. 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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5. 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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11. Step 1: Decide what do you want to brand
 Promise:
 MGH
 Suggestions:
Logistics
 Concept:
 Advertising
 Company:
 BASF
Association
 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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16. The same rule applies to grey areas
GREY AREA: THE NON-PROFIT
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22. 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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23. Step 1: Decide what do you want to brand
 Awareness
 Top of
 Aided
mind
 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
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24. Cement brands
-
top 3 which has a promise versus medium/ small 3 which may not
have a promise
-
promise of the category vis-à-vis promise of the brands
-
Your suggestions based on the first step of brand building
GROUP ASSIGNMENT
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