NAME: SYED SHAHEER AHMED

STUDENT ID: 2707-2016

BRAND MANGEMENT

QUESTION NUM O1 :

1) Brand equity.

2) Trade mark.

3) Brand loyalty.

4) Superior value.

5) Brand association.

6) All above.

7) product brand strategy.

8) For greater margin.

9) Sell promotion.

10) Premium price.

11) All of the given option.

12) Logo.

13) Strong.

14) Brand equity.

15) Brand image.

16) Actual association.

17) Brand persona.

18) Market.

19) Customer value.

20) Co-branding.

QUESTION NUM 01:

ANS:1) STRATEGIC BRAND MANAGEMENT PROCESS:

Strategic brand management involves the design and implementation of marketing programs
and activities to build, measure, and manage brand equity. In this text, we define the strategic
brand management process as having four main steps.

1.Identifying and developing brand plans

2.Designing and implementing brand marketing programs

3.Measuring and interpreting brand performance

4.Growing and sustaining brand equity.

ANS: 2)

1) Identifying and Developing Brand Plans :

The strategic brand management process starts with a transparent understanding of what the
brand is to represent and thus the way it should be positioned with reference to
competitors.41 Brand planning, as described in Chapters 2 and three , uses the subsequent
three interlocking models.

•The brand positioning model describes the way to guide integrated marketing to maximise
competitive advantages.

•The brand resonance model describes the way to create intense, activity loyalty relationships
with customers.
•The brand value chain may be a means to trace the worth creation process for brands, to
raised understand the financial impact of brand name marketing expenditures and
investments.

For example: daily milk

2) Olpers advertising in ramzan days to relate islam and culture and values to improves purity
of a product.

3) Like shan foods they are using mother phases as to related their product.

2) Designing and Implementing Brand Marketing Programs:

building brand equity requires properly positioning the brand within the minds of consumers
and achieving the maximum amount brand resonance as possible. In general, this data
building process will depend upon three factors:

1. The initial choices of the brand elements making up the brand and the way they're mixed
and matched;

2. The marketing activities and supporting marketing programs and therefore the way the
brand is integrated into them; and

3. Other associations indirectly transferred to or leveraged by the brand as a results of linking

it to another entity (such because the company, country of origin, channel of distribution, or
another brand).

For example:

Like Pepsi they are using disposable bottle for use lighting in ruler areas in pakistan.

3) Measuring and Interpreting Brand Performance:

To manage their brands profitably, managers must successfully design and implement a
brand equity measurement system. A brand equity measurement system may be a set of
research procedures designed to supply timely, accurate, and actionable information for
marketers in order that they will make the simplest possible tactical decisions within the short
run and therefore the best strategic decisions within the end of the day . implementing such a
system involves three key steps— conducting brand audits, designing brand tracking studies,
and establishing a brand equity management system.

The task of determining or evaluating a brand’s positioning often benefits from a brand audit.
A brand audit could even be a comprehensive examination of a brand to assess its health,
uncover its sources of equity, and suggest ways to strengthen and leverage that equity. A
brand audit requires understanding sources of brand name equity from the attitude of both the
firm and therefore the consumer.

Once marketers have determined the brand positioning strategy, they're able to put into place
the particular marketing program to make, strengthen, or maintain brand associations. Brand
tracking studies collect information from consumers on a routine basis over time, typically
through quantitative measures of brand name name performance on kind of key dimensions
marketers can identify in the brand audit or other means and describe a number of measures
to operationalize it.

A brand equity management system may be a set of organizational processes designed to

enhance the understanding and use of the brand equity concept within a firm. Three major
steps help implement a brand equity management system: creating brand equity charters,
assembling brand equity reports, and defining brand equity responsibilities.

For example :

Blue band, dawn bread nestle pure life these are the brand which are using To manage their
brands profitably.

4) Growing and Sustaining Brand Equity:

Maintaining and expanding on brand equity are often quite challenging. Brand equity
management activities take a broader and more diverse perspective of the brand’s equity—
understanding how branding strategies should reflect corporate concerns and be adjusted, if at
all, over time or over geographical boundaries or multiple market segments.

For example :

head and shoulder and lux are the product which Growing and Sustaining Brand Equity.

ANS: 3)

ADVANTAGES OF STRONG BRAND :

There are endless benefits of building and maintaining a strong brand.

Here are five of the most benefits you'll expect to determine once you've got a strong brand.

1)Customer recognition.

Having a strong brand works to make customer recognition. this suggests when a customer is
buying a selected product or considering an organization to perform a service, they recognize
your company within the running. Consumers are far more likely to choose a brand that they
recognize over something unfamiliar, albeit they don’t know a superb deal about your
company at the time.

2)Competitive edge up the market.

Your brand is what differentiates you within the marketplace. When customers recognize and
back your brand, it helps lend a competitive edge to your company. The more recognition
you receive and thus the more you build your brand, the more you will find that your brand
elevates and is competitive with other well-known brands.

3)Easy introduction of latest products.

When you have already got a strong brand and constant customers, it's often easier and fewer
expensive to introduce new products or test them out before you additional invest in them. If
you've a loyal brand following, your customers will often have an interest in your new
products and even anticipate them being released.

4)Customer loyalty and shared values.

The recognition and elevation that a strong brand builds upon all lend to greater customer
loyalty. Customers have an interest in brands that they share values with. once you build a
strong brand, you'd wish to convey these values to make an emotional regard to customers.
Brand loyalty often lasts a lifetime and even transfers to future generations.

5)Enhanced credibility and simple purchase.

Having a strong , well-known brand enhances your credibility with customers, your industry,
and thus the marketplace as a whole . As you build your credibility, you furthermore may
build recognition, loyalty, and competitiveness. Everything goes hand-in-hand, and you’ll
find that your credibility features an immediate connection to customers simple purchase. we
would like to buy for from companies we like, know, and trust. If your brand is credible,
you’re far more likely to urge the sale.

QUESTION : 04

BRAND PYRAMID :

A brand pyramid is a framework that answers most of the fundamental questions in a diagram
that can be easily shared and communicated across an organisation. The only thing it doesn’t
tackle directly is the question related to the company’s mission and vision (although the
brand essence is a direct result of the company’s vision).
Far from a trivial exercise, developing a brand pyramid forces consensus among senior
management with regards to what the company wants to be, who it serves, why, how it
should make customers feel and what the company’s core values are. It also clarifies brand
fundamentals and sets the strategic foundation. In short, a brand pyramid keeps everyone
rowing in the same direction.

What does a brand pyramid look like?

The brand pyramid is comprised of five components, from the base to top:

Brand
idea

Brand/product
parsona

Emotional benefits

funcational benefits

features and attributes

Features and attributes: This describes what the product is designed to do and how it does it.

Functional benefits: This section helps provide clarity around the customer problem the
product tries to solve. Why do customers use the product and what kind of results do they
expect?

Emotional benefits: How do customers feel after using the product? Customers aren’t just
interested in your product features; they want you to tell them a story. They want your
product to make them feel a little bit better.

Brand or product persona: If your brand were a person, how would you describe him or her?
What are the values that are important to this person and to your company? How does
everything you do – from product development to customer service – reinforce these core
values?

Brand idea: Your brand essence, or the underlying reason why customers care about your
brand. For example, Apple’s brand essence is “empowering people through technology”.
Brand essence is your brand's DNA, what your company stands for and what differentiates it
from your competition.

What a brand pyramid means for marketing

The ultimate goal of your company, and especially of your marketing team, is to get
customers to understand, believe in and evangelise your brand essence. The more consumers
grasp your brand essence and are willing and eager to share it with others, the stronger that
relationship and the less likely they’ll switch to a competitor’s product. Establishing a brand’s
essence in the mind of a customer is the “promised land” of marketing and a rarely achieved
goal.

The first step is deciding whether you need to develop a new brand pyramid or if your
existing one is solid. That’s where a brand “audit” comes into play. The simplest way to do
this is to interview all the key stakeholders in your company and ask them the list of six
questions above. If the answers are consistent and aligned, then your pyramid is strong. If
not, you’ve got some work to do.

Generally, developing your brand pyramid is fairly straightforward (though the larger the
company, the more complex and lengthy the process). For an early-stage or mid-sized
company (between 10-200 employees), I would suggest the following:

1. Identify the key stakeholders (founders, C-suite, heads of key customer-facing

departments).

2. Perform an audit with these stakeholders. It’s preferable to have one-on-one interviews.
Send them a list of key questions and themes so they come well prepared to the meeting,
which should last between 60 and 90 minutes.

3. Gather all the feedback and create a “current state” document that you can present to
relevant stakeholders.

4. Set up an initial meeting to share:

-What a brand pyramid is and why it matters

-A snapshot of your audit and what it reveals

-A calendar and overview of what’s needed to develop your brand pyramid

5. Conduct a brainstorming meeting with the key stakeholders. The aim is to get them all
aligned in terms of what each core component of the brand pyramid is.

6. Develop the first draft of your brand pyramid and present it to the key stakeholders.
7. Gather input and adjust the brand pyramid as needed.

8. Once the stakeholders have signed off on the brand pyramid, present it to the wider
company. Depending on the size of your organisation, you could do this at an all-hands
meeting and or have members of the marketing team (usually the brand team) present it to all
relevant customer-facing teams and team leads.

Keeping the momentum

If your brand pyramid is to become reality as opposed to just a nice diagram, senior
management should continuously reinforce your brand essence and core values publicly
whenever they have the opportunity.

One way to do that would be to start off each all-hands meeting with a quick recap of your
brand essence and values. Another way is to institute quarterly rewards for employees who
exemplify your brand values and brand essence through actions and initiatives of their own.
Course Hero, a company where I used to work, took this a step farther and developed
emoticons that people would use in conversations on Slack whenever a colleague did
something that furthered the company’s core values.

QUESTION : 02

Brand loyalty:

Brand loyalty could even be a measure of the extent to which consumers

are loyal to a specific brand over a period of a while , which

emphasises a consistent repurchase of the same brand.

Brand loyalty results in an emotional attachment to the brand, which is driven primarily by

commitment and affection.

The consumer identify the packaging of a selected manufacturer standing on the shelf and
distinguish it from other competing brands. Non-verbal communication through packaging
may be a crucial expression through which consumers learn the thought processes since two-
thirds of all stimuli reach the brain through the sensory system also acknowledges that
packaging is effective in marketing products since most consumers are greatly suffering from
appearances and elegance of the merchandise , additionally to other aspects like touch, taste,
texture and smell. Packaging appears to be one among the important factors in purchase
decisions that are made at the aim of sale where it becomes an important an area of the selling
process . In current competitive retail environments, consumers are exposed to a plethora of
messages on packaging and merchandising. When consumers are spoiled for choice in terms
of the available product range, they believe product externalities, like packaging, as signals of
perceived quality. This presents marketing with a challenge to depend heavily on the
communication of packaging to tell and persuade consumers, both at the aim of purchase and
at the aim of consumption.cv develops affection for the brand during a fashion almost sort of
a

friendship . Brand loyalty can develop through identification: the customer believes the

brand reflects and reinforces some aspects of the consumer’s

self-concept. It can also be conceptualised from a behavioural dimension and as a

function of psychological processe. Consumers

exhibit behavioural brand loyalty when a consumer buys a

brand simply out of habit or convenience stupidly

much about it.

If consumers primarily use the products of a specific company in preference to the

products of competing companies, they're absolutely brand

loyal. If they use a product most of the time but

occasionally use a competitors’ product, they're moderately

brand loyal. Low brand loyalty exists if brand or product switching occurs regularly with

products.

There are three major contributors to brand loyalty, namely

perceived brand-performance fit, social and emotional

identification with the brand and habit combined with an extended

history of using the brand. If consumers have a positive brand performance experience, they
may seek that reward again through repeated usage.

Brands also acquire certain social images through

marketing communications or by real-world observations

by consumers. additionally , marketers often design emotional communication

so that it can create a positive affective response. Consumers also often enjoy using certain

brands in such how that they psychologically begin to

see those brands as a neighborhood of themselves.

Brand loyalty arises from habit and

long history of brand name name usage.

For example, a consumer who used a specific brand five

years ago and had an honest experience with it in terms of

quality and performance is more likely to use the same brand

today and within the longer term .

Furthermore, if consumers saw a brand getting utilized in their

parental home as they were growing up, they're likely to

view this long history of use by parents as testimony to the

brand’s goodness and are likely to need care of its usage.

Positive word-of-mouth communications from

a committed customer increases both the probability of the

recipient becoming a customer and of the recipient sharing

the positive comment with a third person .

Brand awareness:

Brand awareness may be a crucial indicator of consumers’

knowledge a couple of brand, the strength of a brand’s presence

in the consumers’ minds and thus the way easily that knowledge can

be retrieved from memory.

It is the probability that buyers will easily recognise the

existence and availability of a company’s product or service.

There are two main kinds of brand

awareness, namely ‘aided awareness’ and ‘top of the mind

awareness’. Aided awareness occurs when

a consumer is given an inventory of brand name name name names and

they recognise the brand from the given set whereas ‘top

of the mind awareness’ occurs when the name of the brand

is automatically recollected because the customer very

promptly associates the brand with the merchandise category

. Despite their inherent differences, both types

of brand awareness are useful in their respective domains of

application. Moreover, brand awareness also comprises brand

recognition, which is that the facility of consumers to verify that

they have previously been exposed to a selected brand,

and brand recall, which reflects the power of consumers to

name a specific brand when given the merchandise category,

category need or another similar cue like brand logos.

Brand awareness influences consumer decision-making

in various ways. as an example , consumers may use brand

awareness as a nominal anchor in their purchase decisions.

When consumers know a specific

brand, they have a bent to incorporate that name in their personal

consideration set. It aids a consumer to understand which product or service category a

particular brand belongs to and what products and services

are sold under the name . this suggests that a documented brand is perhaps getting to

perform better within the marketplace than a lesser-known brand. Brand awareness therefore
has
the effect of accelerating brand market performance. These insights demonstrate that brand

awareness is additionally a crucial contributor to the acquisition

decisions of consumers. supported the foregoing insights, a

positive and predictive association between brand awareness

and brand loyalty are often envisaged. Therefore, the next

hypothesis is suggested:

H3

:There could also be a big positive association between

brand awareness and brand loyalty

Pricing:

Price, which is an everlasting element of the first Ps of

the marketing mix, may generally be perceived in terms

of the specific monetary value that a customer attaches to

goods and services. A conceptualise price within the auspices of

the value assigned to something bought, sold or offered for

sales, expressed in terms of monetary units. It also pertains

to how buyers view a product’s price, as high, low or fair,

which ultimately affects consumers’ willingness to buy the

product. Pricing is a crucial strategic

variable thanks to its direct relationship with the company’s

goals and its interaction with other marketing mix elementsn

. Pricing enables companies to segment

markets, define products, create incentives for consumers

and even send signals to competitors. Goods and services must be priced in a

way that achieves profitability for the company and satisfies

customers, in addition to adapting to various constraints

such as competition.
Price, like other key factors in exchange relationships, is one

of the tools marketers may use to confront the market, either

by directly attracting and retaining clients or fighting against

competitors. Moreover, price presents

a unique opportunity to create loyalty, retain existing

customers and attract prospective customers.

To this extent, most companies, especially in the service

market, use promotional tools like price to motivate the

sale of a specific product . However,

this can only be fulfilled if the process pricing is orchestrated

fairly, honestly and straightforwardly, rather than unfairly

and haphazardly.

An assortment of pricing strategies may be employed to

manipulate the purchase behaviour of consumers. This availability of a multiplicity

of pricing strategies presents a strategic but tantalising

dilemma to companies. The challenge

is exacerbated through the realisation by marketers that all

pricing strategies must be consistent with the company’s

overall image (positioning), sales, profits and return

on investment goals, which in itself is a daunting task.

Packaging:

Packaging could also be perceived as a family of activities that

are concerned with the design, production and filling

of a container or wrapper of the merchandise item in such a

way that the merchandise are often effectively protected, stored,

transported and identified, as well as successfully marketed.

An often-overlooked component of

packaging is its latent ability to reflect the product attributes

to unsuspecting and otherwise disinterested consumers. Most of the packaging decisions

affect how consumers associate themselves with a firm’s

products. Ordinarily, packaging should be designed in such a way that the

product can be handled without damaging the quality of the

contents. Packaging should also be

designed to promote product sales.

A consumer should, without extraneous effort, be ready to

identify the packaging of a particular manufacturer standing

on the shelf and distinguish it from other competing brands.

Non-verbal communication through

packaging is an important expression through which

consumers learn the thought processes since two-thirds of all

stimuli reach the brain through the visual system.

Wright also acknowledges that packaging is

effective in marketing products since most consumers are

greatly affected by appearances and design of the product,

in addition to other aspects like touch, taste, texture and

smell.

Packaging appears to be one of the important factors in

purchase decisions that are made at the point of sale where

it becomes an essential part of the selling proces. In current competitive retail environments,

consumers are exposed to a plethora of messages on packaging

and merchandising. When consumers are spoiled for choice in terms of the

available product range, they rely on product externalities,

such as packaging, as signals of perceived quality.

This presents marketing with a challenge to depend

heavily on the communication of packaging to tell

and persuade consumers, both at the purpose of purchase and

at the point of consumption.