This document discusses key concepts in brand management. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Building a brand involves activities to nurture it into a profitable asset, such as product development, advertising, and ensuring delivery matches promises. Strong brands have high equity allowing premium pricing and defense against competition. Managing brand associations, status, ambassadors, and vitality helps build brands, while ensuring all customer experiences match the brand image avoids pitfalls.

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
1 Committed buyer
1
1 Likes the brand. Consider
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive

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 category
 Product quality  Distinctiveness
 Names easy to  Should not indicate
remember, recognise, poor meanings in other
pronounce markets or languages

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

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

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