2. BRAND
A brand is a name, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers’.
A legal term for brand is trademark. It identifies one item, a family of items, or all items of a seller. If it is used for the firm as a whole, it is called as trade name

3. BRAND Brand as a name : Coca Cola, Pepsi etc
Brand is a term : General Motors
Brand is a design : The design of a chain of shops. Eg. KFC
Brand is a symbol: Mercedes is recognized by the symbol

4. BRAND CHARACTERISTICS OF A BRAND Consistency Security
Other functional and emotional attributes

5. BRAND Advantages of a brand Disadvantages of a brand
Helps in identification
Stimulates the purchase decision
Creates customer loyalty
Helps the company to maintain leadership position
Disadvantages of a brand
Requires huge investment
Unsuccessful brand will bring negative image to the company ( Prius by Toyota)
Customer may not be willing to pay higher price due to the brand name

6. BRAND EQUITY
Brand equity is the set of assets linked to a brand’s name and symbol that adds to the value provided by the product or a service to a firm and/or that firm’s customers
The various components of brand equity are:
Brand loyalty
Brand awareness
Perceived quality
Brand association

7. BRAND EQUITY Brand Loyalty Brand Awareness
It is the consumer’s commitment to repurchase a product or service or word of mouth advocacy
True brand loyalty implies that the consumer is willing to set aside their own desires in the interest of the brand
This will help the producer to reduce the promotion cost
Brand Awareness
The number of customers exposed to the brand name is called as brand awareness
Higher the brand awareness, higher will be the brand equity

8. BRAND EQUITY Perceived Quality Brand Associations
The customer perception about the actual quality level of the product
Brand Associations
This explains the attribute of the brand that customer associates with his/her belief. A person may associate the brand for power, strength or protectiveness

9. BRAND POSITIONING
Brand positioning means the creation of an image in the mind of the customers
Brand managers use three levels of positioning strategies to create the image in the minds of the customers. They are:
Product Attribute
Benefit
Beliefs and Values

10. BRAND NAME SELECTION
Philip Kotler gives six suggestions to create a successful brand name. They are:
The name should suggests something about the product benefits and quality . Eg Appy Fizz
Easy to pronounce, recognize and remember. Eg. GE, 3M, Amul
The name should be distinctive. Eg: VIP, Chivas Regal
The name should be extendable. Eg. Godrej
Should be easily translated into foreign language .
Should be capable of registration and legal protection

11. BRAND SPONSORSHIP There are four options of sponsoring the brand
Manufacturer Brand
Private Brand
Licensing
Co-Branding

12. BRAND SPONSORSHIP Manufacturer Brand
Brand owned by manufacturer and promoted directly and indirectly is called as manufacturer brand
2. Private Brand (Store Brand)
These brands bearing the store name or store selected vendor name
The basic ingredients of private labels are:
a. It must be a unit package
b. Re-labeling

13. BRAND SPONSORSHIP 3. Brand Licensing
It is the legal authorization by the trade marked brand owner to allow another company to use its brand for a fee. Eg. Hugo Boss, Tommy Hilfiger, Lacoste etc
The major advantages of licensing are low cost, free publicity and revenue from royalty fee
The major limitation of branding is lack of manufacturing control
4.Co-Branding
Co-branding is the practice of using the established brand names of two different companies on the same product
The major advantage of co-branding is that the co-brand owners can promote brand leverage and can reduce the cost

14. BRAND DEVELOPMENT
The different strategies applied in brand development can be shown as follows:
PRODUCT CATEGORY
EXISTING
NEW
LINE EXTENSION
BRAND EXTENSION
EXISTING
BRAND NAME
MULTI-BRANDS
NEW BRANDS
NEW

15. BRAND DEVELOPMENT 1- LINE EXTENSION
Company uses its well known brand name to introduce items in a given product category such as new forms, flavors, ingredients or package sizes
2-BRAND EXTENSION
A strategy in which company uses one of its familiar brand names to new product category items
Brand extension gives instant recognition to the brand
Brand extension, if it fails, then it may hurt the parent brand reputation in the market

16. BRAND DEVELOPMENT 3-MULTI BRANDS
The technique of introducing the product or items in existing product category with a new brand name
Eg. Hindustan Lever – Lux, Lifebuoy, Breeze etc
4-NEW BRANDS
The strategy of coming out with new brand for new category products.
In this strategy, company believes that existing brands can not be extended to the new category
This require huge resources

17. PORTFOLIO DESIGN

18. 1-BCG MATRIX or GROWTH SHARE MATRIX
High
Star
Question Mark
MARKET GROWTH RATE
Cash Cow
Dog
Low
High
Low
RELATIVE MARKET SHARE

19. P & G Brands ($1Billion)
Gillette, variety of razors for men and women, shaving cream for men, body wash for men, shampoo for men, deodorant and anti-perspirant for men
Head & Shoulders shampoo
Iams dog and cat foods
Olay Personal and beauty products
Oral-B inter-dental products, such as Oral-B Glide
Pampers & Pampers Kandoo disposable diapers and moist towelettes

20. P & G Brands ($1 Billion) Pantene haircare products
Tide variety of liquid and powder laundry detergents, stain remover for laundry and stain remover pen
Wella hair care products
Febreze Odor control/Freshener

21. P & G Brands ($1billion) Crest toothpaste Dawn dishwashing detergent
Downy fabric softener and dryer sheets
Lenor fabric softener
Duracell batteries and flashlights
Fusion five blade cartridge and razors.
Gain fresh smelling liquid and powder laundry detergents, liquid fabric softener and dryer sheets