Brand occupies space in the perception of the consumer, and is what results from the totality of what the consumer takes into consideration before making a purchase decision (Pickton and Broderick 2001).So branding is a strategy, and brand is what has meaning to the consumer.
Brand Equity is the addition of the brand's attributes including reputation, symbols, associations and names. Then the financial expression of the elements of brand equity is called Brand Value.
BR A N D I N G
By Njabulo Magubane (201223861)
Institution: University of
BRAND –WHAT IS IT?
“ A name, term, sign, symbol ,or design or a combination of them, intended
to identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.”
BRANDING is a strategy used by marketers.
Pickton and Broderick (2001) describe branding
as Strategy to differentiate products and
companies, and to build economic value for both
the consumer and the brand owner.
• Endorsement is used as a device to transfer brand assets from one
brand(corporate) to another
• Titan from TATA, transferring trust
• i-pod, mac from apple
• Inside out branding. Company pushes core brand in different
• Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
Immutable Law of Company
Brands are brands, companies are companies.
There is a difference.
• Consumers buy brands, not companies
Brand Management Guidelines
Affix Products & Services
An effective strategy of brand
management is to ensure that the brand
is associated to the most popular
products and services offered by the
licensee’s products and services.
Decide about License Agreements:
The decision of whether the license agreement
should be exclusive or non–exclusive will have
important implications for all of the business.
Select Proper License Partners
The profile of the ideal license partner should be
developed and the focus should be to ensure long-term
relationships with the licensors and licensees.
Enforce Key Provisions through License
Enforcing various important concerns such as
quality control standards and reporting standards
can be done through a properly charted out
Maximize the Strategic Advantage of the Brand
It is important that organizations focus on
maximizing the leverage of the brand.
Establish and Maintain the Brand
It is necessary that for establishing and maintaining a
brand, a holistic approach, or an “overall brand strategy” is
Actively Integrate the Brand Management
Strategy into Product Development and
It is important that the Companies actively
integrate the brand strategy into product
development and launch activities by using a
clear and proactive strategy.
Maintain Consistency between the Brand
Strategy and Overall Business Goals
The brand strategy should be in line with the
overall business goals of the organization.
The following key points provide some strategic brand management guidelines that should be
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain what is Brand Management
Describe the Purpose of Brand Management
Explain the Brand Equity Concept
Describe the Strategic Brand Management Process
List the Strategic Brand Management Guidelines
Advertising does a lot to help build brands
Every ad contributes to make the
brand what it is in the minds of the
consumer – David Ogilvy
Positioning a Battle for the Mind
Al Ries & Jack Trout
Identification, development and
communication of a differentiated
advantage which makes the product or
service to be perceived as superior and
distinctive in the prospect’s mind
By price v/s quality
By product user
By product class
• Brand equity is the added value endowed to
products and services
not what it
• Ojha, P.K. (2013) Branding. MBA university of
• Avinash Avi (2013) Branding. Wiseassist. Website:
• Shiva chinegi (2013) Brand Management Website: