BRAND

MANAGEMENT
- Prof. RAMKI
MODULE – 1
 WHAT IS BRAND ??
A Brand is a Name, Term, Sign, Symbol or Design or
a combination of them, intended to identify the goods
and services of one seller or a group of sellers and to
differentiate them from those of competitors –
American Marketing Association (AMA)

A Brand is a set of mental associations, used by the

consumers which add to the perceived value of a
product or service – Kevin Lane Keller

BRAND = PRODUCT + IMAGE (P+I) –

RAMKI
 PRODUCTS v/s BRANDS
Generic Unique Distinct

Can’t Be Copied
Easy to Copy

Emotional, Functional
Functional
Conceptual, Perceived
Concrete, Rational
Relationship Oriented
Transaction Oriented
Describes “WHAT &
Describes “WHAT” WHO”
 EXAMPLE
Coke

Happiness, Togetherness, memories,

Americana, the colour red, ‘the real
Cola thing’

A refreshing Pepsi
effervescent, sugary
carbonated beverage Young, youthful, aspirations, trendy,
more cut of Life, next generation

Thumps – Up

Strong, macho, daring, bold, grown

up, thrill adventure
 BRAND
CHARACTERISTICS
Utility

Rational and Emotional benefits

Product + + = Brand

Identity

Image, Personality, Values