1. Brand Management

2. What is a brand?
A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors

3. The product is a commodity
When you cannot do this
The product is a commodity

4. A brand comprises of
Tangible attributes
Intangible attributes

5. Tangibles Eg. Product Packaging Labelling Attributes
Functional benefits

6. Intangibles
Eg.
Quality
Emotional benefits
Values
Culture
Image

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

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

9. What kind of activities?
Eg.
Product development
Packaging
Advertising
Promotion
Sales and distribution

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

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

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

13. 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

14. Brand Loyalty Pyramid Committed buyer 111 Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive

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

16. The value proposition Broad positioning Specific positioning
Value positioning

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

18. 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?

19. 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

20. Brand Associations
‘owned word’
Slogans
Colours
Symbols and logos

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

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

23. Brand Vitality Differentiation in consumer’s need
Differentiation relevant to consumer’s need

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