Brand management is the application of marketing techniques to a specific product, brand, or product line. It includes developing a brand vision and positioning, fulfilling the brand contract through consistent communications, and measuring return on brand investment. Proper brand management is important for achieving sales targets, increasing market share in competitive markets, creating efficient management processes, reducing promotion costs, and attracting new customers.

2. Brand Management
and
Why its Important ?
Presented By: Anu Mishra
M.B.A 3rd Sem B.u

3. Meaning of Brand
• The American Marketing Association defines
a brand as a "Name, term, design, symbol, or
any other feature that identifies one seller's
good or service as distinct from those of other
sellers."
• It can be any form.
• It’s a personality .

4. Different Meaning of Brand:
To a consumer, brand means and
To a seller, brand means and signifies:
signifies:
1. Source of product 1. Basis of competitive advantage
2. Lower risk 2. Way of identification to easy handling
3. Way of legal protection of products’
3. Less search cost
unique traits/feature
4. Quality symbol 4. Sign of quality to satisfied customer
5. Symbolic device 5. Means of financial returns

5. Meaning of Brand Management:
• Brand management is the application
of marketing techniques to a
specific product, product line, or brand.
• Brand and Brand management go together.

6. Brand Management Includes:
• Developing Brand Vision.
• Establishing Brand Position.
• Fulfilling Brand Contract.
• Communicating Brand Position.
• Measuring ROBI.

7. • Brand Vision A clear articulation of the
strategic, financial, and brand goals that
management has created for the brand A
first step to strategic screens as to where
the brand can and cannot go.
• Brand's Positioning is the place in
consumers' minds that you want your
brand to own—the benefit you want
them to think of when they think of your
brand.

8. • Brand Contract is a list of all promises the
brand makes to customers. Such a contract is
executed internally, but it is defined and
validated externally by the marketplace.
• Use all Communication strategies to help
achieve your corporate strategy and brand
vision.

9. Some Metrics to Measure Return on
Brand Investment:
• Brand name knowledge, awareness,
recognition, recall : measures strength of
the brand as reflected by customer's
ability to identify the brand under
varying conditions.
• Contract fulfilment : measures the
degree to which your brand is upholding
its Brand Contract

10. Why its Important?
• To achieve the sales target effectively.
• To increase the market share.
• To sustained in the competitive market.
• To create a proper channel of management.
• To reduce the promotion mix expenses.
• To get the new customer easily.