A brand is more than just a product - it is an identifier that creates perceptions and experiences. A brand comprises visual elements, product features, and the customer experience with the company. Brands create perceptions about attributes, benefits, values, culture and personality. Strong brands have high equity that allows them to command premium prices and have leverage in the marketplace. Building a brand involves distinguishing it from others through the value proposition, brand promise, and managing customer interactions to meet or exceed expectations. Choosing the right brand name is important to indicate benefits, quality, and create the right associations to differentiate the brand from competitors.

1. Brand Management
https://www.youtube.com/watch?v=0lvMg
MrNDlg

2. • https://www.youtube.com/watch?v=SgZUaLTSAQI&t=17s

3. What is a brand?
• A brand is an identifier
• A brand is a promise
• A brand is an asset
• A brand is a set of perceptions
• A brand is “mind share”

4. When you cannot do this
The product is a commodity
WHY??

5. A brand comprises of
• Visual design elements (i.e., logo, color,
typography, images, tagline, packaging, etc.)
• Distinctive product features (i.e. quality, design
sensibility, personality, etc.)
• Intangible aspects of customers’ experience with
a product or company (i.e. reputation, customer
experience, etc.)

6. Tangibles
Eg.
• Product
• Packaging
• Labelling
• Attributes
• Functional benefits

7. Intangibles
Eg.
• Quality
• Emotional benefits
• Values
• Culture
• Image

8. Brands create Perceptions
Attributes
Benefits
Values
Culture
Personality
User

9. Brands Create Experience
https://www.youtube.com/watch?v=JzJtv14Ieb4

10. Brand Identity
It is the marketer’s promise to give a set of features, benefits and
services consistently

11. Brand Building
Involves all the activities that are necessary to nurture a brand into a healthy
cash flow stream after launch

12. What kind of activities?
Eg.
• Product development
• Packaging
• Advertising
• Promotion
• Sales and distribution
https://www.youtube.com/watch?v=ala1XYmWp3g

13. Brand Equity
When a commodity becomes a brand, it is
said to have equity

14. What is brand equity?
• The premium it can command in the market
• Difference between the perceived value and the intrinsic value

15. What happens when equity increases?
Commodity Brand Power Brands
Presence
+
Personality

16. 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

17. Brand Loyalty Pyramid
Committed buyer
Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive

18. How does one build brands?
• Distinguishing it from others – value proposition
• Brand promise must match brand delivery

19. The value proposition
• Broad positioning
• Specific positioning
• Value positioning

20. Creating the brand
• Choosing a brand name
• Develop rich associations and promises
• Managing customer brand contact to meet and exceed expectations

21. 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?
• https://www.inc.com/magazine/202305/rebecca-deczynski/ali-
donaldson/three-years-after-george-floyd-has-anything-changed-for-
black-founders.html

22. A brand name should indicate
• Product benefits
• Product quality
• Names easy to remember,
recognise, pronounce
• Product category
• Distinctiveness
• Should not indicate poor
meanings in other markets or
languages

23. Brand Associations
• Help buyers to remember your brand for its unique qualities
• Differentiates you from your competitors
• Provides reasons to buy your product
• Creates positive attitudes or feelings towards your brand/product
• Form the basis for brand extensions, where new products use the
livery of the old brand.

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

25. Brand ambassadors
• Giving a face and personality to the brand that is expected to be
rubbed off from the brand ambassador

26. Brand Vitality
• Differentiation in consumer’s need
• Differentiation relevant to consumer’s need

27. Brand Pitfalls
• Brand experience must match brand image
• Calls for managing every brand contact