Product Policy & Brand Management - Unit-4

1. UNIT - IV
S. Thowseaf

2. STRATEGIC ISSUES IN BRANDING
• Treating brands as assets
• Possessing a compelling vision
• Creating new subcategories
• Generating breakthrough brand building
• Achieving Integrated marketing communication -IMC
• Building a digital strategy
• Building your brand internally
• Maintaining brand relevance
• Creating a brand-portfolio strategy that yields synergy and clarity
• Leveraging brand assets to enable growth

3. BRAND EXTENSION
• It is a marketing strategy in which company uses one of its established brand names on a modified
product i.e. new line or entirely unrelated new product.
• Example: Honda is known for reliable engines, which made Honda lawn mowers a good move for the
company.
• Rules
• Determine brand and category associations.
• Develop brand extendibility proxies.
• Conduct brand extendibility research.
• Create brand extendibility guidelines.
• Risk
• Confusion
• Brand Dilution
• Negative Effect on Market Share
• Take resources away from other projects

4. CUSTOMER PERCEPTION ON BRAND
DIMENSION – AAKER(1991) – PG:207-209
Brand
Dimensions
Brand
Awareness
Perceived
Quality
Brand
Association
Brand
Loyalty

5. BRAND EQUITY – PG:210-216
• Brand equity is a marketing term that describes a brand's value. That value is
determined by consumer perception of and experiences with the brand.
• Brand Valuation Method
• Historical Cost Based Method
• Discounted Cash Flow method
• Market Value Method
• Interbrand Method
• Premium Pricing Method
• Attribute Oriented Approach

6. THANK YOU ALL
• Tomorrow [02/03/2018] we will be having discussion on 4-Unit – Please come prepared.
• Kindly come Prepared for Synopsis Test on Monday [05/03/2018]
• Your Assignment will be identifying merits and demerits of Brand Valuation methods.
S. Thowseaf
thowseaf786@gmail.com
+91 7358167123