Product Policy & Brand Management - Unit-3

1. Product Policy
&
Brand Management
UNIT - 3
S. Thowseaf

2. Introduction to Brand Theory
3 Stage Theory
• Design
• Value Positioning
• Positioning statement
• Information search
• Evaluation of Alternatives
• Post purchase evaluation
Keller’s Brand Equity Theory Brand Relationship
Brand Response (Judgement & Feelings)
Brand Meaning (Performance & Imagery)
Brand Identity

3. Branding Cycle
Discovery
• Exploratory meetings/interviews with client
• Identify company vision and mission
• Identify strategic business goals and marketing objectives
• Identify target audience/s and key competitors
• Identify client “ecosystem” and influencers
Brand Assessment
• Inventory/review existing brand
• hierarchy and elements
• Evaluate key messages (organizational, product, service,
other)
• Evaluate brand promise (unique value or selling
proposition)
• Gather audience profile/s (who they are, top of mind
concerns)
• Investigate/analyze audience brand perceptions
(awareness and attitudes)
• Competitive brand comparison
• Evaluate brand’s relative strengths,
• weaknesses and opportunities
• Complete Brand Assessment Report
Brand Definition
• Define company vision and mission
• Define brand values and brand promise
• Develop brand voice and personality
• Confirm brand hierarchy
• Brand/audience alignment
• Develop messaging guidelines
• Complete Brand Definition Brief
Brand Development
• Brand naming
• Confirm trademarks and attributions
• Create visual brand identity system
• Determine current and future planned applications of
brand
• Consider localization issues
• Specify guidelines for art, imagery and typography
• Specify brand hierarchy
• Complete Brand Style Guide
Brand Communication
• Develop plans for internal and external Brand
Communication based on objectives
• Identify all materials to be branded or rebranded, for
example:
• Corporate Identity System
• Website, interactive communication
• E-newsletter, enlist, email signatory
• Collateral
• Staff/student I.D., badges, etc.
• Bldg. Signage, event material, branded
merchandise, etc.
• Apply brand identity to various communications for the
marketing communications program
• Coordinate the production/timed release of new materials,
for example:
• Media kit
• Ad campaign (print, online)
• E-newsletter
• Direct mail, etc.

4. Business Cycle
Definition
• The business cycle is the natural rise and fall of economic growth that occurs over time. A cycle is a useful tool for analyzing the economy. It can also
help the firm make better financial decisions.
Stages
• Each business cycle has four phases. They are expansion, peak, contraction and trough. They don’t occur at regular intervals. But they do have
recognizable indicators.
• The expansion is between the trough and the peak.
• The peak is the second phase. It is the month when the expansion transitions into the contraction phase.
• The third phase is a contraction. It starts at the peak and ends at the trough. Economic growth weakens. GDP growth falls below.
• The trough is the fourth phase. That's the month when the economy transitions from the contraction phase to the expansion phase. It's when the economy hits bottom.
The business cycle's four phases can be so severe that they’re also called the boom and bust cycle.
Who manages business cycle? Why?
• The government manages
• Fiscal policy
• Raise taxes or cut popular programs.
• Monetary policy
• Economic policy
• Supply and demand, the availability of capital and consumer confidence.

5. Types of Brands
• Individual Brands
• Service Brands
• Organization Brands
• Personal Brands
• Group Brands
• Event Brands
• Geographic Place Brands
• Private-Label Brands
• Media Brands
• E-Brands

6. Brand Building Process
Introduction
Successful brand building process outshines the competition and plays an important role to create firm customer’s loyalty. The firm need to establish a strong
connection with its customer in order to make its company successful. Brand building is an ongoing process which defines its company’s vision and position in the
market.
A successful brand building process increases its sales and advocates its product or service. From developing its Brand Guide to creating crucial brand elements such a
logo and slogan, brand building process represents its company’s true spirit.
A successful brand has to be consistent with communication and experience across
• Environment
• Print & packaging
• Website & online advertising
• Content marketing
• Social media
• Sales & customer service
Steps in Brand Building Process
• Step 1: Determine Target Audience
• Step 2: Define Brand Mission
• Step 3: Research Competition
• Step 4: Create Value Propositions
• Step 5: Determine Brand Guidelines
• Step 6: Market Brand

7. Branding Decisions
Introduction
• Branding is an important strategy to differentiate the product from its competitors. It’s a name,
logo, trademark, even patent number or package design, intended to identify the firm’s products
or services from others. It represents to the customer the source of the product which leads him
to associate with the brand. In taking brand decisions, the firm has to consider the target market,
cultural influences on the market and the role the brand will play in its business strategy.
• The brand decisions a firm has to take considering the following:
• Brand Image
• Brand Identity
• Brand Personality
• Brand Positioning
• Brand Repositioning
• Leveraging the brands
• Brand relationship
• Brand Hierarchy

8. Thanks For Your Time
Kindly come prepared for Synopsis test during next class