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„ A brand is a name, term, sign,
symbol, or design which is intended
to identify the goods or services of
one seller or group of sellers and to
differentiate them from those of
competitors.
„ Brand Management is the group that
oversees all aspect of a product, from
marketing, packaging, sales &
distribution strategies, pricing,
overseeing the P&L, manufacturing
and product improvements.
„ It·s the hub of the wheel.
„ Brands are important as ever
Consumer need for simplification
Consumer need for risk reduction
„ Brand management is as difficult as ever
Savvy consumers
Increased competition
Complex brand and product portfolios
„ In this difficult environment, marketers must have
a keen understanding of:
customers
brands
the relationship between the two
Who creates the brand?
„ Êowadays, it's a fusion of both. In fact, there are many
examples of brands where the producer has very little to do
with how the brand is constructed. The consumer has almost
taken over.
„ For example, one brand that we work with, BMW
Motorcycles, it's the motorcyclists themselves who are
determining what the brand is all about. It's about the riding
experience. They see themselves as the gritty warriors of the
road. Harley-Davidson riders are seen as weekend warriors.
„ These manufacturers have very little to do with that brand. It's
the owners of the motorbikes themselves who have created
that impression and have created a community around the
brand, importantly.
 cranding and added value
„ Dne key issue about a brand is that when a
consumer is unable to make a rational
choice based on performance,
They rely on added values (and the
image they have in their minds of the
brand) to be able to distinguish the firm·s
offering from their competitors.
Consumers make these (rational)
decisions because of (a) numerous
competing offerings, (b) perhaps, the
consumer lacks the technical or expert
knowledge to judge the differences
between competing offerings.
 



 



„ They ensure that: „ Added values are based on:
„ An offering will be „ Perceptions (the position of the
reliable, offering/firm in the market
place) of the firm and the
„ The offering is the
offering,
best,
„ Believes about the firm·s
„ An offering is authority and its reputation in
good value for the market
money. This may be based on market
share, history, consistency in
marketing, experts· (or family and
friends) recommendation.
 V


V  

V

„ The brand equity concept stresses the importance

of the brand in marketing strategies.
„ Brand equity is defined in terms of the marketing
effects uniquely attributable to the brand.

„ Customer-based brand equity

Differential effect
Customer brand knowledge
Customer response to brand marketing
 Customer is aware of and familiar with the
brand.
Customer holds some strong, favorable, and
unique brand associations in memory.
„ Brand knowledge structures depend on . . .
The initial choices for the brand elements.
The supporting marketing program and the
manner by which the brand is integrated into
it.
Dther associations indirectly transferred to
the brand by linking it to some other entities.
 V


V 


„ For branding strategies to be
successful, consumers must be
convinced that there are
meaningful differences among
brands in the product or service
category.
„ Consumer must not think that all
brands in the category are the
same.
„ PERCEPTIDÊ = VALUE
 VV
 




V

„ Strategic brand management involves

the design and implementation of
marketing programs and activities to
build, measure, and manage brand
equity.
VV
 




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Y

Identify and Establish
    
 

Brand Positioning and Values 






 


 
 




Plan and Implement Y





  

Brand Marketing Programs 
 

 
 
  

 







  

Measure and Interpret 

Brand Performance 



 
 
 

prow and 



Sustain 




  
Brand Equity 
 


  

 

 

 


ÕÕ
„ Building a strong brand
involves a series of steps
as part of a ´branding
ladderµ
„ A strong brand is also
characterized by a
logically constructed set
of brand ´building
blocks.µ
Identifies areas of
strength and weakness
Provides guidance to
marketing activities
V
 
 

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 What Does It Mean?
To strike it rich,
you have to offer
consumers real,
meaningful benefits
that can
make your brand
stand out from the
crowd to be:
 
V


„ Define competitive frame of reference
Target market
Êature of competition
„ Define desired brand knowledge structures
Points-of-parity
„ necessary
„ competitive
Points-of-difference
„ strong, favorable, and unique brand
associations
 

V
„ A brand mantra is an articulation of the ´heart and
soulµ of the brand.
Brand mantras are short three to five word phrases
that capture the irrefutable essence or spirit of the
brand positioning and brand values.
„ Nike
Authentic Athletic Performance
„ Disney
Fun Family Entertainment
 
V

„A paid form of
communication
„A sponsor is identified
„Tries to persuade or
influence the consumer to
do something
„Conveyed through mass
media
„Reaches a large audience
„Is nonpersonal
 What makes an Ad effective?
„ Effective ads work on two levels: with consumers and
with advertisers.
„ Characteristics of effective ads:
Strategy
CREATIVITY
Execution
Advertising must be goal directed
FUÊCTIDÊS DF ADVERTISIÊp
„ Provide product and brand information
„ Provide incentives to take action
„ Provide reminders and reinforcement

CURREÊT ADVERTISIÊp ISSUES

„ Interactive advertising
„ plobalization
„ Êiche marketing
„ Integrated marketing communications
(IMC)
„ Consumer Power
„ Basic premise: Power of a brand resides in
the minds of customers

„ Challenge is to ensure customers have the

right types of experiences with products &
services and their marketing programs to
create the right brand knowledge
structures:
Thoughts
Feelings
Images
Perceptions
Attitudes