ON

BY GROUP NO-2
ON
BRAND MANAGEMENT
 MEMBERS

 GOVIND GUPTA
 HASAN KAZIM JAFARI
 MOHAMMAD WASEEM
 PRATEEK MISHRA
 RAJNI KATIYAR
 RICHA GANGWAR

PRESENTED TO
MR. SUDESH KUMAR SRIVASTAVA
 Introduction of  Brand awareness
brand management  Brand loyalty
 Definition of brand  Brand association
 Brand name  Building a brand
 Brand attribute  Brand equity
 Brand positioning  Brand equity &
 Brand identity customer equity
 Sources of brand  Strategic
identity management
 Brand image  Brand extension
 Brand identity Vs.  Co-Branding
Brand image  Online branding
 Brand personality
 Brand management begins with having a
thorough knowledge of the term “brand”.
 It includes developing a promise, making
that promise and maintaining it. It means
defining the brand, positioning the brand,
and delivering the brand.
 Brand management is nothing but an art
of creating and sustaining the brand.
A brand is a name,
term, sign, symbol,
or design which is
intend to identify
the goods or
services of one
seller or group of
sellers and to
differentiate them
from those of
competitors.
 Brand is an accumulation
of emotional and
functional associations.

 Brand is a promise that

the product will perform
as per customer’s
expectations.

 Brands usually have a

trademark which
protects them from use
by other.
Source of product.
Lower risk.
Less search cost.
Quality symbol.
Deal or pact with the product
manufacturer.
Symbolic device.
Basis of competitive advantage.

Way of legal protection of products’

unique features.

Sign of quality to satisfied customer.

Means of financial returns.

 Unique. for ex- Kodak,
Mustang
 Extendable.
 Easy to pronounce. For ex-
Swift, Quickfix, Lipguard)
 Easily convertible into
foreign languages.
 Capable of legal
protection and
registration.
 Suggest product/service
category. For ex-
Newsweek.
 Indicate concrete qualities
For ex- Firebird.
 Not portray wrong
meanings in other
categories.
 Brand Attributes portray a
company’s brand
characteristics.

 They signify the basic

nature of brand.

 Brand attributes are a

bundle of features that
highlight the physical and
personality aspects of the
brand.
 Relevancy

Consistency Appealing

Proper
positioning ATTRIBUTES Inspirational

Sustainable Uniqueness

Credibility
 Brand positioning refers
to “target consumer’s”
reason to buy your brand
in preference to others.
 Four type of
Under
positioning errors positioning

Over POSITIONING Double

positioning ERRORS Positioning

Confused
Positioning
 Brand identity is a
bundle of mental and
functional associations
with the brand.
 Associations are not
“reasons-to-buy” but
provide familiarity and
differentiation that’s
not replicable getting
it.
 SYMBOL

 LOGO

 TRADEMARK
 Symbols help customers
memorize organization’s
products and services.
 They help us correlate
positive attributes that bring
us closer
 For ex-: The symbol of LG
symbolize the world, future,
youth, humanity, and
technology.
A logo is a unique graphic or
symbol that represents a
company, product, service,
or other entity.

 Forex-: Adidas’s “Three

Stripes” is a famous brand
identified by it’s corporate
logo.
 Logotype - It can be a
simple or expanded
name. for ex- Kellogg’s,
Hyatt, etc.
 Icon - It is a name or
visual symbol that
communicates a
market position. For
example-LIC ’hands’,
UTI ’kalash’.
 Slogan - It is best way
of conveying company’s
message to the
consumers. For ex-
Nike’s slogan “Just Do
It”.
 Simple.
 Distinguished/unique.
 Functional.
 Effective.
 Memorable.
 Easily identifiable in full colours.
 Perfect reflection/representation.
 Easy to correlate by the customer.
 Develop customers trust.
 Not loose it’s integrity.
 Trademark is a unique
symbol, design, or any
form of identification
that helps people
recognize a brand.
 Trademark contribute
in brand equity
formation of a brand.
 Trademark name should
be original.
 Brand image is the
current view of the
customers about a
brand.

 It can be defined
as a unique bundle
of associations .

 It is a set of
beliefs held about
a specific brand.
 UNIQUE LOGO
 SLOGAN
 BRAND IDENTIFIER
Brand Identity Brand Image
1) Brand identity develops from the source 1) Brand image is perceived by the receiver
or the company. or the consumer.

2) Brand message is tied together in terms 2) Brand message is untied by the consumer
of brand identity. in the form of brand image.

3) The general meaning of brand identity is 3) The general meaning of brand image is
“who you really are?” “How market perceives you?”

4) It’s nature is that it is substance oriented 4) It’s nature is that it is appearance

or strategic. oriented or tactical.

5) Brand identity symbolizes firms’ reality. 5) Brand image symbolizes perception of

consumers
 Brand personality is the way a
brand speaks and behaves.
 It means assigning human
personality
traits/characteristics to a
brand so as to achieve
differentiation.
 For instance - Allen Solley
brand speaks the personality
 Infosys represents uniqueness,
 Dove as honest, feminist
 Hyatt brand represents
accomplishment
 Brand awareness is the probability that consumers
are familiar about the life and availability of the
product.

 Itis the degree to which consumers precisely

associate the brand with the specific product.

 Buildingbrand awareness is essential for building

brand equity

 Brand awareness includes both brand recognition

as well as brand recall.
 Brand Loyalty is a scenario where the consumer
fears purchasing and consuming product from
another brand which he does not trust.
 It is measured through methods like
 word of mouth publicity
 repetitive buying
 price sensitivity
 commitment
 brand trust
 customer satisfaction, etc.

Brand loyal consumers are the foundation of and

organization.
 Brand association is anything
which is deep seated in
customer’s mind about the
brand.
 Brand should be associated with
something positive.
 For ex- Hyatt Hotel is associated
with luxury and comfort
 BMW is associated with
sophistication, fun driving,
 Bill Gates with Microsoft.
 Dhirubhai Ambani with reliance.
 Customers contact with the organization and it’s
employees.
 Advertisements.
 Word of mouth publicity.
 Price at which the brand is sold.
 Celebrity/big entity association.
 Quality of the product.
 Products and schemes offered by competitors.
 Product class/category to which the brand belongs.
 POP ( Point of purchase) displays.
 Signature tune for ex-
Britannia “ting-ting-ta-
ding”

 Trademark colours for ex-

Blue colour with Pepsi

 Logo for ex- Nike

“just do it”

 Tagline for ex- Apple’s

tagline is “Think
different”etc.
 Building a Brand is more than just a business
buzzword. It has become the crux of selling
in the new economy.

 Ifthe old marketing mantra was," Nothing

happens until somebody sells something,"
The new philosophy could be" Nothing
happens until somebody brands something
 Brand Equity is the
value and strength of
the Brand that
decides its worth.
 It can also be defined
as the differential
impact of brand
knowledge on
consumers response
to the Brand
Marketing.
 Brand Equity exists
as a function of
consumer choice in
the market place.
Brand Equity is defined as value
and strength of the Brand that
decides its worth.

 Customer Equity is defined in

terms of lifetime values of all
customers.
 Both stress on significance of customer
loyalty to the brand

 Bothstress upon the face that value is

created by having as many customers as
possible paying as high price as possible.
 Customer equity puts too much emphasis on
lower line financial value. and Brand equity
attempts to put more emphasis on strategic
issues in managing brands.
 Customer equity can persist without brand
equity, Brand equity may also exist without
customer equity.
 Returns to the Share-Holders.

 Evaluating the Brand Image

 Evaluating the Brand’s earning

 By evaluating the increased volume of sales .

 price premium charged by the brand.

 An amalgamation of all the above methods.

CUSTOMER-BASED BRAND EQUITY PYRAMID

4.RELATIONSHIPS =
RESONANCE What about you & me?

3.RESPONSE =
JUDGMENTS FEELINGS
What about you?

2.MEANING =
PERFORMANCE IMAGERY What are you?

1.IDENTITY =
SALIENCE
Who are you?
45
 Strategic brand
management involves the
design and implementation
of marketing programs and
activities to build, measure,
and manage brand equity.
 The strategic brand management process is
defined as involving four main steps:

 Identifying and establishing brand positioning

and values

 Planning and implementing brand marketing

programs

 Measuring and interpreting brand performance

 Growing and sustaining brand equity

 Strategic Brand Management Process

KEY CONCEPTS
STEPS Mental maps
Competitive frame of reference
Identify and Establish Points-of-equality and points-of-difference
Brand Positioning and Values Core brand values
Brand mantra

Mixing and matching of brand elements

Plan and Implement Integrating brand marketing activities
Brand Marketing Programs Leveraging of secondary associations

Brand Value Chain

Measure and Interpret Brand audits
Brand tracking
Brand Performance
Brand equity management system

Brand-product matrix
Brand portfolios and hierarchies
Grow and Sustain Brand expansion strategies
Brand Equity Brand reinforcement and revitalization

48
 BrandExtension is the use of an established
brand name in new product categories.

 Thisnew category to which the brand is

extended can be related or unrelated to the
existing product categories.
 Increases brand image.
 The risk perceived by the customers reduces.
 Gaining distribution and trial increases.
 The efficiency of promotional expenditure increases.
 Cost of developing new brand is saved.
 Consumers seek for a variety.
 Packaging and labelling efficiencies.
 Expense of introductory programs is reduced.
 Loss of reliability.

 Damage the image.

 Less awareness.

 No advantage over competitive brands

 Co-branding is the utilization of two or more
brands to name a new product. The
ingredient brands help each other to achieve
their aims.
 Example of co-branding - Citibank co-
branded with MTV to launch a co-branded
debit card.
 Ingredient co-branding implies using a renowned
brand as an element in the production of another
renowned brand. For instance -: Dell computers has
co-branding strategy with Intel processors.

 Composite co-branding refers to use of two

renowned brand names in a way that they can
collectively offer a distinct product/ service that
could not be possible individually.
 Online
companies are putting branding to
work with remarkable success.

 "TheInternet helps promote companies'

products in a very efficient manner and
especially to all audiences in all parts of the
world
 Selection and speed

 Customization

 Using Interactivity

 Build a community

 Form Strategic Alliances

 Building credibility

 Dedication to Service
 http://www.va-
interactive.com/inbusiness/editorial/sales/ibt/branding.html

 http://en.wikipedia.org/wiki/Brand

 http://en.wikipedia.org/wiki/Brand_management

 http://en.wikipedia.org/wiki/Brand_equity

 http://en.wikipedia.org/wiki/Positioning_(marketing)

 http://www.google.co.in/imgeshttp:

 //www.youtube.com/watch?v=lIq_8MUPz5w&feature=related

http://www.youtube.com/watch?v=Qh_8C2XiTb4

http://www.youtube.com/watch?v=2R2RKNysbnU&feature=rel
ated