Brand management

Ravindra_pujari@yahoo.com
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B R A N D
What is a BRAND ?
A brand is the name, sign, symbol, design and/or a
combination of these, to identify a product or service to sell
and distinguish from the competitors. Branding, has been in
existence ever since, the existence of human race.
For eg: Ram, Krishna, etc.
A brand should showcase the company personality,
image, core competencies and characteristics. Brands
promise a unique consistent quality, advantage and service to
the customer. It portrays a bundle of features like name,
image, design and combination of all.
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B R A N D S
By the
PEOPLE
For the
PEOPLE
Of the
PEOPLE
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Products Brands
• Companies make products.
• The product can be
launched instantly.
• A product is made by a
company and purchased
by a consumer in
exchange for money.
• Products can be copied
and replaced
• Consumers make brands.
• It take years for the brand
to come into existence.
• Brands are built through
consumer perceptions,
expectations, and
experiences with the
products or services.
• Brands are Unique.
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Some common strong brands.
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Without a product Product,
There is NO Brand
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Brand Elements
PRODUCTS
Name
Symbol
Slogan
Logo
Brand
Benefits
Attributes
Re-Brand
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A strong brand must have following attributes:
Relevancy- A strong brand must be relevant. It must meet people’s
expectations and should perform the way they want it to. A good job
must be done to persuade consumers to buy the product; else in
spite of your product being unique, people will not buy it.
Consistency- A consistent brand signifies what the brand stands
for and builds customers trust in brand. A consistent brand is where
the company communicates message in a way that does not
deviate from the core brand proposition.

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Sustainable- A strong brand makes a business competitive. A
sustainable brand drives an organization towards innovation and
success. Example of sustainable brand is Airtel, Voltas, Crompton
Greaves.
Credibility- A strong brand should do what it promises. The way
you communicate your brand to the audience/ customers should
be realistic. It should not fail to deliver what it promises. Do not
exaggerate as customers want to believe in the promises you
make to them.
Inspirational- A strong brand should transcend/ inspire the
category it is famous for. For example- Nike transcendent Jersey
Polo Shirt.

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Uniqueness- A strong brand should be different and unique. It
should set you apart from other competitors in market. Audi
Appealing- A strong brand should be attractive. Customers should
be attracted by the promise you make and by the value you deliver.
Woodlands.
Proper positioning- A strong brand should be positioned so that it
makes a place in target audience mind and they prefer it over other
brands. Maruti Vs Audi, BMW

Relevancy
A strong brand must be relevant.
It must meet consumers’
expectations and aspirations &
should perform the way they
want it to.
For the Indian middle class,
progress is marked by buying an
air conditioner or computer or
travel at home
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Consistency, Creditability & Trust.
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A consistent & creditable brand signifies
what the brand stands for and builds
customers trust in brand.

Appealing
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A strong brand
should be
attractive &
appealing.
A promise and
value delivered.

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Brands Attributes on QUALITY +

Inspirational
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A strong brand should
transcend/ inspire the
category it is famous
for.

Proper Positioning
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A brand should be
positioned so that it
makes a place in
target audience mind
and they prefer it
over other brands.

Uniqueness
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A strong brand should be
different & unique. It
should posses some
USP, from competitors in
market.
Oppo N1 the Selfies camera phone.
Batttery Oppo 3610mAh, Vivo 2000mAh

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Dual Camera Vivo Front Camera
.
Vivo N5 Max Slimmest 5.5inchscreen
Uniqueness

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Substitute Brands

Brands Attributes
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Re-Branding
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To Build a BIG Brand
Adopt Short, Simple, Meaningful Name
Industrial Credit and
Investment Corporation of
India Bank
Housing Development
Finance Corporation
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Family/Umbrella Brands
Group of products under ONE brand.
Health care Baby products, Women, skin care
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Individual Brands
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Corporate Brands

Bundle Brands
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Bundle Brands

Once you have a strong brand
positioning you can
create a tagline or slogan that
helps establish the position you’re
looking to own.
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Brand Building Pentagon.
The brand building pentagon enables a firm to
develop a new brand or to make an existing brand
stronger ie Re-Branding.
The Brand Building Pentagon presents a detailed plan to
enhance profits, improve current professional practices
and contribute to the development of a brand.
TTT

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Brand appraisal
There is a gap in the market. But is there a market in the gap.
Step one i.e. brand appraisal is to explore the opportunities for
creating a new brand. It can be divided into five components, all of
which are important to build a complete picture of the brand
potential. It includes following activities of marketer:
a. Market Analysis:- size of the market
b. Competitive Analysis:-
c. Consumer Analysis:- habits of consumer
d. Competency Analysis: - who you able to delivery?
e. Macro Analysis:-

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Brand definition
The brand represent a bundle of attributes – some physical, some
intangible, some rational and some emotional. In order to be
successful, a brand must offer the functional benefits and along with
this it address the other non-tangible components rightly to evoke
empathy towards the brand. At the second stage the important
question is:
What will the brand stand for?
a. Brand Reasons – benefit laddering, rational,
b. Brand Positioning – Gap analysis, Position of typologies,
testing/validation, Past/Present/Future
c. Brand Image – personality, habits, attitude. Tangible / non-
tangible components
d. Brand Mapping – circle, prism, triangle

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Brand articulation
How will the Brand express itself to its target consumers.
a. Brand Identity – Name, color, logo, design
b. Brand Communication – Packaging, advertising
c. Brand Service
Brand measurement
The way we need to track performance of the brand?
a. Brand Audit
b. Brand Track
c. Brand Dashboard
Once the brand gains acceptance, it becomes important to track the
performance of the brand and so provide data for brand expansion.

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Brand expansion
Should the Brand be extended into other related categories.
a. Brand Extension
b. Brand Naming Structure
c. Brand Portfolio Management
d. Brand Valuation
As more and more consumers subscribe to the brand’s value offer,
the brand becomes more and more valuable to the brand owners.
To achieve this, strategic planning has to be consistently and
relentlessly followed, for brands are not built overnight.

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How to Measure Brand Awareness
Brand awareness has always been one of the hardest things to
measure. We take a look at the different ways, one can monitor
brand buzz.
One of the strongest drivers in making consumers buy is simply
the ability to recall that product.
The brand recall is improved with a consistent and ubiquitous logo
and tagline, by celebrity endorsements and traditional mass
marketing.
This helps to explain why brands push so much money into
sponsorship: by partnering with another global brand they increase
their exposure to a wider audience.

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Tactics for measuring brand awareness
1. Surveys
Whether you conduct a survey by email, website or telephone,
you can either ask existing customers how they heard of you or
ask a random selection of people if they are familiar with your
brand. The first approach will give you an understanding of how
people hear about you, the second will give you an insight into
the number of people that can recall your brand.

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2. Look at website traffic
Measuring your website traffic over time can reveal insights into
brand awareness, but it’s important you are looking in the right
places. The direct channel in Google Analytics tracks the
number of people who typed your URL into their address bar,
used a browser bookmark, or clicked a link in an untracked
email or offline document. Monitoring this over time will give you
an indication of traffic visit.

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3. Look at search volume data
Use Google Adwords Keyword Planner and Google Trends to check
the volume of searches for your brand name, and to track it over
time to see if search volumes are increasing.
This can be a simple but useful tool, but the data will be eneromous
to use if your brand name is a generic term such as ‘Shell’ or ‘Seat’.
4. Use social listening
Perhaps the most effective tactic is to look at where people are
already talking – social media and other websites.
Social listening allows you to listen into online, organic
conversations about your brand across social media and the web.
Listening to these unsolicited opinions allows you to hear
consumer’s thoughts as they are naturally expressed.

Some International Brands and Taglines.
Mercedes-Benz: Engineered like no other car in the
world.
BMW: The ultimate driving machine.
Nike: Just do it.
Coca-Cola: The real thing.
Volvo: For life.
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Brand identity develops from
the source or the company.
Brand image is perceived by
the receiver or the consumer.
Brand message is tied
together in terms of brand
identity.
Brand message is untied by
the consumer in the form of
brand image.
The general meaning of
brand identity is “who you
really are?”
The general meaning of
brand image is “How market
perceives you?”
Brand Identity vs Brand Image

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It’s nature is that it is
substance oriented or
strategic.
It’s nature is that it is
appearance oriented
or tactical.
Brand identity
symbolizes firms’
reality.
Brand image
symbolizes perception
of consumers
Brand identity
represents “your
desire”.
Brand image
represents “others
view”
It is enduring. It is superficial.

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Identity is looking
ahead.
Image is looking back.
Identity is active. Image is passive.
It signifies “where you
want to be”.
It signifies “what you
have got”.
It is total promise that
a company makes to
consumers.
It is total consumers’
perception about the
brand.

Feel free
for any
Question
Cell 9303239020

Brand management

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