UNIT I

Brand management is the application

of marketing techniques to a specific
product, product line, or brand. It seeks
to increase a product's perceived value
to the customer and thereby increase
brand franchise and brand equity.

 TITAN
HERO HONDA
BOOST
COCA-COLA
PEPSI
CADBURYS

 Branding is a afterthought of
significance for the marketers, who felt
that the product was more important.

It is passively assigning names to premanufactured products.

The brands are the outcomes of careful

and well crafted branding strategies.

 To achieve this end , managers need

approach branding cautiously and with
dedication.

There are three branding concepts:

a) Brand Awareness
b) Brand promise
c) Global Brand

BRAND AWARENESS
Brand awareness refers to customers' ability
to recall and recognize the brand under
different conditions and link to the brand
name, logo, jingles and so on to certain
associations in memory.

BRAND PROMISE
Brand promise is what a particular brand
stands for (and has stood for in the past).

Usually, brand promise is an attribute

common to 'Parent' brands. Herein, the brand
may broadly stand for Quality, Performance,
Trust, or False promises

GLOBAL BRAND
A global brand is one which is perceived to reflect the same set
of values around the world.

Global brands transcend their origins and create strong

enduring relationships with consumers across countries and
cultures.

They are brands sold in international markets.

Examples of global brands include Coca-Cola, McDonald's,
Marlboro, Levi's, Shell, etc.

 The brands like KODAK, BAND AID ,

CADBURYS etc., shines like stars in
business universe and these brands
enjoy high top of mind recall and
generate resonance with target markets.

These brands have also passed through

their journey of trials and tribulations.

 The brand has to move strength to strength in

establishing its credentials and then earning
the love and trust of the market.

Example the well known brand SONY.

 It is usually associated with production

and distribution in planned economies.

 Brand moves on to create differentiation

on unique functional benefits and it is
given a name. Here secondary demand
stimulation begins to happen.

 Amidst the clutter of functional promise

the brand now moves to incorporate
non-functional dimensions.

 Brand at this stage makes a cross over

itself and becomes signal or sign of
something else. What it represents
resides in consumers mind.

 New vigilant customers want to know

more beyond brands. Buyers forge new
set of relationships. Corporate branding
shifts focus to product plus service.

 At this stage brand evolves beyond the

business concerns to identify with
social,political,and ethical issues.

The customer commitment is based on

the ideological congruence.

 A poor brand is one gets stuck at this stage and

does not evolve.

Evolving technology and standards marks this

stage.

 Product excellence is the first logical step in

breaking away from the poor brand cell.

High quality
Low image.

 Low quality
High Image

 High quality
High image

 There is no single universally accepted perspective

on brand.

Some commonality is observable across all

perspectives. In order to appreciate the larger reality ,
an understanding of the perspectives is essential.

There are 6 perspectives of brand.

 A brand is a product, then one that adds other

dimensions to differentiate it in some way from the
other products designed to satisfy the same need.

Brand has both product and perpetual components.

A product component of a firm refers to a physical
product.

 The brand of sunglasses has the product

components such as RAYBAN is comprised of
specific product attributes.

They have attributes like ultra violet light

filtering lenses, besides being light weight,
expensive, distinctively designed, made from
strong materials and scratch proof.

USER IMAGERY
Signals self-image, values and lifestyle of the
intended target customer.

It is critical.
EXAMPLE : Raymond and Elle 18

EMOTIONAL/PSYCHOLOGICAL
BENEFITS
Transforms the user experience.
Creates satisfying emotional states.
Experience with product and brand is not the
same.

EXAMPLE : Maggi noodles , Johnson & Johnson

 Acronym : A name made of initials .

Descriptive: Names that describe a product
benefit or function like Whole Foods or Airbus

Alliteration and rhyme: Names that are fun to

say and stick in the mind like Reese's Pieces or
Dunkin' Donuts

 Evocative: Names that evoke a relevant vivid image

like Amazon or Crest

Neologisms: Completely made-up words like Kodak

Foreign word: Adoption of a word from another
language like Volvo or Samsung

 Founders' names: Using the names of real

people, and founder's name like HewlettPackard or Disney

Geography: Many brands are named for

regions and landmarks like Cisco and Fuji Film

Personification: Many brands take their names

from myth like Nike or from the minds of ad
execs

like

Betty

Crocker

 A product is anything that can be offered to a market

to satisfy a want or need.

The concept of product is broad.

It includes anything which is offered for the purposes
of satisfying consumer needs or wants. Marketers are
often trapped in the commodity mentality.

 The emphasis on the manufactured product

leaves them with commodity like offerings
which tend to be indistinguishable and
undifferentiated.

The highest level of product is called Potential

Product Level which refers to the
augmentation that a product might undergo in
future.

 Brand do not exist for the sake of

identification and differentiation. They exist
because of and for customers.

The purpose of branding is to transform the

product.

 Brand image is related to how the

brand is currently perceived by

consumers.
In other words what is the reputation
of the brand in the marketplace.

 It is related to its internal

constitution, how it is perceived in

terms of integrity, trustworthiness
and honesty.
This is also related with the promise
of the brand to deliver the
experience associated with its name.

 It is a set of unique brand

associations that represent what the

brand stands for.
Brand identity should help establish
a relationship between the brand and
the customer by generating a value
proposition involving functional,
emotional or self expressive benefits.

 It is about the system of values that

surround a brand much like the
cultural aspects of a people or a
country.

 It is the set of human characteristics

that are associated with the brand.

It includes such characteristics as
gender, age, socioeconomic class, as
well as human personality traits such
as warmth and sentimentality.

 It represents the emotional elements

and values of the brand.
Essence should be part of a long
term positioning that does not
change with every communication.

 A necessary condition for building brand

equity is achieving a high level of brand
awareness

In other words, the intrinsic nature of certain

names, symbol, logos and the like their
semantic content, visual properties, and so on
may make them more attention getting and
easy to remember.

 Besides choosing brand elements to build

awareness, brand elements can also be chosen
whose inherent meaning enhances the
formation of brand associations.

Brand elements may take on all kinds of

meaning, varying in descriptive, as well as
persuasive, content.

 The associations suggested by a brand element

may not always be related to the product.

Thus, brand elements can be chosen that are

rich in visual and verbal imagery and
inherently fun and interesting.

 The

fourth

general

criterion

concerns

the

transferability of the brand element-in both a product

category and geographic sense.

First to what extent can the brand element add to the

brand

equity of new products sharing the brand

elements introduced either within the product class or

across product classes?

 The fifth consideration concerns the adaptability of

the brand element over time.

Because of changes in consumer values and opinions,

or simply because of a need to remain contemporary,
brand elements often must be updated over time.

The more adaptable and flexible the brand element,

the easier it is to update it.