This document discusses key concepts in brand management. A brand identifies a seller's goods/services and differentiates them from competitors. Brands comprise tangible attributes like packaging and intangibles like quality/image. Brand identity is the marketer's promise of consistent features/benefits. Building a brand involves activities to nurture it into a profitable stream, like product development, advertising, and distribution. When a commodity becomes a brand through these efforts, it gains brand equity - the premium value beyond its intrinsic worth. Strong brands with high equity provide leverage, premium pricing, extensions, and insulation from competition.

1. Brand Management

2. What is a brand?
A brand is a name, term, sign,
symbol, design or a combination of
the above to identify the goods or
service of a seller and differentiate it
from the rest of the competitors

3. When you cannot do this
The product is a commodity

4. A brand comprises of
 Tangible attributes
 Intangible attributes

5. Tangibles
Eg.
 Product
 Packaging
 Labelling
 Attributes
 Functional benefits

6. Intangibles
Eg.
 Quality
 Emotional benefits
 Values
 Culture
 Image

7. Brand Identity
It is the marketer’s promise to give a
set of features, benefits and services
consistently

8. Brand Building
Involves all the activities that are
necessary to nurture a brand into a
healthy cash flow stream after
launch

9. What kind of activities?
Eg.
 Product development
 Packaging
 Advertising
 Promotion
 Sales and distribution

10. Brand Equity
When a commodity becomes a brand,
it is said to have equity

11. What is brand equity?
 The premium it can command in the market
 Difference between the perceived value and
the intrinsic value

12. What happens when equity
increases?
Commodity Brand Power Brands
Presence
+
Personality

13. What happens when brands have
high equity?
 The company can have more leverage with
the trade
 The company can charge a premium on their
product
 The company can have more brand extensions
 The company can have some defense against
price competition

14. Brand Loyalty Pyramid
Committed buyer
Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive
1
1
1

15. How does one build brands?
 Distinguishing it from others – value
proposition
 Brand promise must match brand delivery

16. The value proposition
 Broad positioning
 Specific positioning
 Value positioning

17. Creating the brand
 Choosing a brand name
 Develop rich associations and promises
 Managing customer brand contact to meet and
exceed expectations

18. Considerations in choosing a brand
name
 What does the brand name mean?
 What associations / performance /
expectations does it evoke ?
 What degree of preference does it create?

19. A brand name should indicate
 Product benefits
 Product quality
 Names easy to
remember, recognise,
pronounce
 Product category
 Distinctiveness
 Should not indicate
poor meanings in other
markets or languages

20. Brand Associations
 ‘owned word’
 Slogans
 Colours
 Symbols and logos

21. Brand Status
Step up
advertising
FAMILIARITY
E
S
T
E
E
M
New Product
Or Product
should be phased out
Cash Cow.Need to
Sustain brand
building activities
Troubled brand
Product upgradation
required

22. Brand ambassadors
 Giving a face and personality to the brand that
is expected to be rubbed off from the brand
ambassador

23. Brand Vitality
 Differentiation in consumer’s need
 Differentiation relevant to consumer’s need

24. Brand Pitfalls
 Brand experience must match brand image
 Calls for managing every brand contact