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BRAND MANAGEMENT

TABLE OF CONTENTS
Brand . Brand Equity. Brand Challenges a) Brand Decision b) Brand Name Decision c) Brand Strategy Decision d) Brand Repositioning Conclusion
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WHAT IS BRAND?
A Brand is a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Examples:-

Brand can convey up to six levels of meaning:1) Attributes: A Brand brings to mind certain attributes. Example:- Mercedes

2) Benefits. Example:- Mercedes

3) Values: The Brand also says something about producer value. Example:- BOOST,ACTIVE

4) Culture: The Brand may represent a certain culture. Example:- Himalaya

5) Personality: Brand projects a certain personality.

6) User: The brand suggest the kinds of the consumers who buys or uses the product. Example:- Scooty Pep

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Brand Equity
It is the positive differential effect that a known brand name has on customer response to the product or service. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values.

Example:- IBM

Branding Challenges
The key decisions are:Branding Decision:- To brand or not to brand

Brand Name Decision

There are four strategies available:-

1) 2) 3) 4)

Individual Names. Blanket Family name Separate Family Name. Company Trade Name Combined with Individual Product Name.

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Individual Names:- Company can use this policy because if product fails or appear to have low quality, the company's name or image is not hurt. Example:- H UL,P&G

Blanket Family Name:Company can use this policy because development cost is less. Example:- Bajaj , Godrej , Kissan,

Separate Family Name:- Where a company

produce quite different product, it is not desirable to use one blanket family name.
Example:- ADITYA BIRLA GROUP HINDALCO FOR ALUMINIUM, ULTRA TECH FOR CEMENT GRASIM FOR SUITIGS IDEA

Company Trade Name Combine with Individual Product Name Example:- Maruti, Kelloggs, J&J.

Brand Strategy Decision:The company can introduce:1) Line extensions. 2) Brand extensions. 3) Multi Brands. 4) Co Brands

A company has five choices when it comes to Brand strategy.

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Line Extension:- Line extension consist of

introducing additional items in the same product category and the same brand name ,such as New Flavors , Forms , Colors , Added Ingredients and Package Size. Example: , Lux , Hajmola ,maggie,colgate gel,fair

and lovely, google

Brand Extension:- A company may use its existing

brand name to launch new products in other categories.also called image related brand extension

Example:- BAJAJ,dettol

UNRELATED EXTENSION
WIPRO FROM OIL TO COMPUTER ITC sunfeast

Taj hotels TATA

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Multi Brands :- A company will often introduce

additional brands in the same product category.

Example:- H UL Soaps

Co Brands:- When two or more well known brands

combined in an offer. Co branding take variety of forms:-

1) Ingredient Co branding Example:- COMPAQ Computers

2) Joint Venture Co Branding Example:-Sony Ericsson

Brand Repositioning:- However well a brand is currently positioned , the company may have to reposition it later when facing new competitors or changing customers preferences. Example:- Lifebouy ,MOOV,CLINIC PLUS,BOURNVITA,BANK OF BARODA,BAJAJ

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