Course: Brand Management

1. The distinguishing characteristics of a brand are reflected in its brand aspects, sometimes
referred to as brand identities. The most prevalent examples include company names,
web addresses, logos, icons, characters, spokespeople, slogans, jingles, packages, and
signage. According to the customer-based brand equity model, brand aspects should be
chosen by marketers to increase brand recognition, encourage the creation of distinctive,
strong, and positive brand associations, or elicit favourable brand perceptions and
emotions. The power of a brand element to develop a brand is measured by what
consumers would believe or feel about the product if they only knew that specific brand
element and nothing else about the product or how it would be branded or promoted.

Since the people already remember sister Tai’s pickles which means there is an aspect of
memorability associated with the product. So as to choose the brand elements we would
choose the following :

1. Memorable: Easily recognized, easily recalled. Gaining a high level of brand

awareness is a requirement for developing brand equity. Inherently memorable and
attention-grabbing brand components that support that objective make it easier for
consumers to remember or recognise them in contexts of consumption or purchase.

2. Meaningful: Either descriptive or persuasive, two criterias are. General information

about product, whether it describes anything for product. Can consumer correctly identify
the brand in category?
Information specific to certain brand features and advantages: Does the brand element
have a strong meaning and make a claim about the specific type of product?

3. Likable: Because consumers frequently don't consider a lot of information when

making purchasing decisions, a set of brand features that are memorable, meaningful, and
likeable offers several benefits.

4. Transferable: Transferability evaluates how much a brand aspect contributes to the

brand's equity for new goods or in new markets.

5. Adaptable: Most brand components need to be changed due to shifting consumer

values and opinions or just the desire to stay current. The easier it is to change a brand
piece, the more adaptable and versatile it is.
 6. Protectable: The trademark element's level of legal and competitive protection is the
sixth and last general factor to be taken into account. Marketers must to (1) select brand
components that are capable of receiving legal protection on a global scale, (2) formally
register them with the relevant governmental agencies, and (3) tenaciously guard
trademarks against illegal competitor infringement.

Memorability, meaningfulness, and likability—the first three criteria—are the marketer's

offensive strategy and help develop brand equity. The last three, however, take a
defensive stance in order to leverage and preserve brand value in the face of various
possibilities and limitations.

2. Although consumers may still value brands highly, brand management may really be
more challenging than ever. Let's examine a few recent changes that have greatly
complicated marketing strategies and presented difficulties for brand managers.

a) Savvy Customers: Consumers and organisations are becoming increasingly

accustomed to marketing, aware about how it operates, and demanding. The
marketing strategies and objectives of businesses are given more consideration in
a well-developed media market. Consumer Reports, Epinions.com, popular blogs,
and other consumer resources provide information and help to consumers.

b) Brand Proliferation: The proliferation of new brands and goods, which has been
aided in part by the rise in line and brand expansions, is another significant
change in the branding landscape. Consequently, a brand name may now be
connected to a variety of goods that are related to one another in differing degrees.
Marketing decisions are made more difficult because there aren't many single (or
"mono") product brands available. A lot of brand fights are fought solely to get
products on the shelves as a result of the proliferation of brands, which has
congested distribution systems.

c) Fragmentation of the Media: Another effect in the marketing environment is the

fragmentation or erosion of traditional advertising media, as well as the rise of
interactive and nontraditional media, promotion, and other communication
options. Instead, marketers are investing more in nontraditional forms of
 communication as well as new and emerging forms of communication, such as
social media.

(a) interactive digital media

(b) sports and event sponsorship
(c) in-store advertising
(d) transit vehicle mini-billboards
(e) parking meters and other sites
(f) movie product placement

d) Heightened Competition: The increase in competitive intensity has been

influenced by both supply-side and demand-side factors. In a competitive
environment, a marketer is forced to use numerous discounts and other incentives.

e) Cost Increases: The cost of introducing a new product has risen in tandem with
the rise in competition. This makes it difficult to match the level of investment
and support that brands have received in recent years.

f) Greater accountability: Strong and consistent earnings reporting is valued by

equity analysts as an indicator of a company's long-term financial health. As a
result, marketing executives may find themselves in the difficult position of
making decisions that provide immediate benefits but are costly in the long run.

3. A.)

Brand extensions are equally important. Here’s why

• To begin, launching a new product under an existing successful brand is significantly less
expensive than launching an entirely new brand.
• Launching a new brand necessitates a comprehensive advertising and measurement campaign,
as well as all necessary testing and evaluation to determine the effectiveness of the campaign. All
of this is already included in a brand extension. As a result, a newly launched extension will
benefit immediately from the integrated call and current brand promise.
• A well-planned brand extension can have the "Halo effect," which occurs when brand equity
built-ins are robotically integrated throughout the extension. As a result, the brand extension is
able to achieve success much more quickly than it would have been able to as an independent
entity.
•In addition, brand extensions benefit from built-in brand loyalty, which aids in reaffirming the
brand promise and maintaining built-in relevance. Brand extensions can also help a brand role
incorporate new classes.

B.) Nothing can be guaranteed when it comes to brand-integrated products like Khakhra and
candy. It is entirely possible that a brand extension will fail, and even worse, that it will harm the
existing brand that has been integrated.

Brand extensions that are poorly executed can harm the built-reputation in's as a brand, and
brand extensions that are integrated into classes that do not align with the brand message can
confuse loyal customers and cause them to switch to manufacturers who better meet their
expectations.

There are several significant risks that Sakshi's business could face as a result of brand extension:

• If a brand call is extended for an inordinate period of time, it may lose its reliability in
unrelated markets. An organisation must research the product categories in which the established
brand name will be used.
• There is a chance that the brand-new product will have negative consequences for the authentic
brand's image.
• Because management believes that the spin-off effects from the original brand name will
compensate, there is a chance that there will be less awareness and trial of the new products.
• If the brand extensions do not have a competitive advantage in the new category, they will fail.