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Brand Management
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
When you cannot do this
  The product is a commodity
A brand comprises of
 Tangible attributes
 Intangible attributes
Tangibles
Eg.
 Product
 Packaging
 Labelling
 Attributes
 Functional benefits
Intangibles
Eg.
 Quality
 Emotional benefits
 Values
 Culture
 Image
Brand Identity
It is the marketer’s promise to give a
set of features, benefits and services
             consistently
Brand Building
 Involves all the activities that are
necessary to nurture a brand into a
  healthy cash flow stream after
               launch
What kind of activities?
Eg.
 Product development
 Packaging
 Advertising
 Promotion
 Sales and distribution
Brand Equity
When a commodity becomes a brand,
      it is said to have equity
What is brand equity?
 The premium it can command in the market
 Difference between the perceived value and
  the intrinsic value
What happens when equity
          increases?



Commodity   Brand   Power Brands

                        Presence
                            +
                       Personality
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
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
How does one build brands?
 Distinguishing it from others – value
  proposition
 Brand promise must match brand delivery
The value proposition
 Broad positioning
 Specific positioning
 Value positioning
Creating the brand
 Choosing a brand name
 Develop rich associations and promises
 Managing customer brand contact to meet and
  exceed expectations
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?
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
Brand Associations
   ‘owned word’
   Slogans
   Colours
   Symbols and logos
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
Brand ambassadors
 Giving a face and personality to the brand that
  is expected to be rubbed off from the brand
  ambassador
Brand Vitality
 Differentiation in consumer’s need
 Differentiation relevant to consumer’s need
Brand Pitfalls
 Brand experience must match brand image
 Calls for managing every brand contact

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Brand management ppt MBA

  • 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