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Brand Management. 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. When you cannot do this. The product is a commodity. A brand comprises of .

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what is a brand

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

when you cannot do this

When you cannot do this

The product is a commodity

a brand comprises of
A brand comprises of
  • Tangible attributes
  • Intangible attributes
tangibles
Tangibles

Eg.

  • Product
  • Packaging
  • Labelling
  • Attributes
  • Functional benefits
intangibles
Intangibles

Eg.

  • Quality
  • Emotional benefits
  • Values
  • Culture
  • Image
brand identity

Brand Identity

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

brand building

Brand Building

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

what kind of activities
What kind of activities?

Eg.

  • Product development
  • Packaging
  • Advertising
  • Promotion
  • Sales and distribution
brand equity

Brand Equity

When a commodity becomes a brand, it is said to have equity

what is brand equity
What is brand equity?
  • The premium it can command in the market
  • Difference between the perceived value and the intrinsic value
what happens when equity increases
What happens when equity increases?

Commodity

Brand

Power Brands

Presence

+

Personality

what happens when brands have high equity
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
brand loyalty pyramid
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

how does one build brands
How does one build brands?
  • Distinguishing it from others – value proposition
  • Brand promise must match brand delivery
the value proposition
The value proposition
  • Broad positioning
  • Specific positioning
  • Value positioning
creating the brand
Creating the brand
  • Choosing a brand name
  • Develop rich associations and promises
  • Managing customer brand contact to meet and exceed expectations
considerations in choosing a brand name
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?
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

A brand name should indicate
brand associations
Brand Associations
  • ‘owned word’
  • Slogans
  • Colours
  • Symbols and logos
brand status
Brand Status

E

S

T

E

E

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

brand ambassadors
Brand ambassadors
  • Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador
brand vitality
Brand Vitality
  • Differentiation in consumer’s need
  • Differentiation relevant to consumer’s need
brand pitfalls
Brand Pitfalls
  • Brand experience must match brand image
  • Calls for managing every brand contact