Brand

Management

Dr. Nesrine ZOUAOUI REJEB

Nesrine.zouaouirejeb@gmail.com

2021 - 2022
 Plan
Chap 1 : Brands and Brand Management
Chap 2 : Developing a brand strategy :
Chap 3 : Designing and implemen=ng Brand marke=ng programs :
Chap 4 : Measuring and interpre=ng brand performance
Chap 5 : Growing and sustaining Brand equity

Course materials :
-  Kevin Lane Keller & Vanitha Swaminathan,. (2020) : « Strategic brand management :
Building, Measuring and managing brand equity », 5th ediWon. Pearson.
-  Heding, Knudtzen & Bjerre,. (2010) : « Brand Management : Reaserch, theory and
pracWce », Routledge ediWon
 Chapter 1 – Brands and Brand Management

Learning Objec=ves

1.  Define “brand,” state how brand differs from a product, and explain what
brand equity is.

2.  Summarize why brands are important.

3.  Explain how branding applies to virtually everything.

4.  Describe the main branding challenges and opportuniWes.

5.  IdenWfy the steps in the strategic brand management process.
 Chapter 1 – Brands and Brand Management

1- What is a brand?

2- Why do brand maLers?

3- Can anything be branded?

4- Branding challenges and opportunu=es

5- The brand equity concept

6- Strategic brand management process
Chapter 1 – Brands and Brand Management
1- What is a brand?

Branding is a means to disWnguish the goods of one producer from those of

another
Brand is an Old Norse word which means “to burn,”
Brands were and sWll are the means by which owners of livestock mark their
animals to idenWfy them.
Chapter 1 – Brands and Brand Management
1- What is a brand?

Brand is «name, term, sign, symbol, or design, or a

combina2on of them, intended to iden2fy the goods
and services of one seller or group of sellers and to
differen2ate them from those of compe22on.”
American MarkeWng AssociaWon (AMA)

•  Whenever a marketer creates a new name, logo,

or symbol for a new product, a brand has been
created.
•  Creates a certain amount of awareness,
reputaWon, prominence, and so on in the
marketplace.

It is the difference between a commodity and a disWncWve offering that

consWtutes a brand.
Chapter 1 – Brands and Brand Management
1- What is a brand?
The key to creaWng a brand:
- Able to choose a name, logo, symbol, package
design, or other characterisWc that idenWfies a
product
- DisWnguishes it from other products

Brand elements are components that idenWfy and

differenWate a brand and they come in many
different forms

In creaWng a brand, marketers have many choices

about the number and nature of the brand elements
they use to idenWfy their products.
Chapter 1 – Brands and Brand Management
1- What is a brand?
Brand Vs Product

A product is anything we can offer to a market for

ahenWon, acquisiWon, use, or consumpWon:
- That might saWsfy a need or want
-  Physical good like a cereal, tennis racquet, or car
-  Or a service like an airline, bank or insurance
company.

Five levels of meaning for a product:

1.  Core benefit level
2.  Generic product level
3.  Expected product level
4.  Augmented product level
5.  PotenWal product level
Chapter 1 – Brands and Brand Management
1- What is a brand?

Level
Core benefit Cooling and comfort.

Generic Product Sufficient cooling capacity (BTU per hour), an acceptable energy
efficiency raWng…etc
Consumer Reports states that, for a typical large air
Expected Product condiWoner, consumers should expect at least two cooling
speeds, expandable plasWc side panels, adjustable louvers,
removable air filter…etc

OpWonal features might include electric touch-pad controls, a

Augmented Product display to show indoor and outdoor temperatures and the
thermostat sekng…etc
Silently running, completely balanced throughout the room,
Poten=al Product and completely energy self-sufficient…
Chapter 1 – Brands and Brand Management
1- What is a brand?
Brand Vs Product

Differences between a product and a brand may be:

- RaWonal and tangible:
Related to product performance of the brand
- Or may be more symbolic, emoWonal, and
intangible:
Related to what the brand represents

A brand is more than a product since it can have dimensions

that differenWate it from other products

Brands create compeWWve advantages through non-product-related means.

By understanding consumer mo=va=ons and

desires and creaWng relevant and appealing
images surrounding their products.
Chapter 1 – Brands and Brand Management
1- What is a brand?

“If this company were to split up I would give you the

property, plant and equipment and I would take the brands
and the trademarks and I would fare be=er than you.”
John Stuart, CEO of Quaker Oats from 1922 to 1956
Chapter 1 – Brands and Brand Management
2- Why do brand MaLers?

FuncWons provided by brands to consumers:

ü  IdenWfy the source or maker of
the product
ü  Simplify product decisions

ü  Lower the search costs for

products internally and externally

ü  Helps set reasonable expectaWons

about what consumers may not
know about the brand
Chapter 1 – Brands and Brand Management
2- Why do brand MaLers?

Brand can signal product characterisWcs and ahributes:

On the basis of ahributes products can be classified
as:
ü  Search goods : Evaluated on the basis of
ahributes such as sturdiness, size, color,
style, design, weight, and ingredient
composiWon by visual inspecWon (Exp :
Grocery).

ü  Experience goods : Evaluated on the basis

of features such as durability, service
quality, safety, and ease of handling (Exp :
Automobile Wres).

ü  Credence goods : Consumers may rarely

learn ahributes (Exple : Insurance)
Chapter 1 – Brands and Brand Management
2- Why do brand MaLers?

Brands can reduce the risks in product decisions

•  FuncWonal risk : Product does not perform up to
expectaWons.
•  Physical risk : Product poses a threat to the physical
well-being or health of the user or others.
•  Financial risk : Product is not worth the price paid.
•  Social risk : Product results in embarrassment from
others.
•  Psychological risk : Product affects the mental well-
being of the user.
•  Time risk : Failure of the product results in an
opportunity cost of finding another saWsfactory
product.
Chapter 1 – Brands and Brand Management
2- Why do brand MaLers?

Brands provide valuable funcWons to a firm:

ü  Simplify product handling and tracing

ü  Help organizing inventory and accounWng

records
ü  Offer the firm legal protecWon for unique
features or aspects of the product

ü  Provide predictability and security of demand

for the firm and creates barriers of entry for
compeWtors

ü  Provide a powerful means to secure

compeWWve advantage
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

•  To brand a product, it is necessary to teach

consumers “who” the product is:
ü  Giving it a name and using other
brand elements to help idenWfy it
ü  What the product does and why
consumers should care

Marketers must give consumers a label for the

product and provide meaning for the brand

Marketers can benefit from branding whenever

consumers are in a choice situaWon
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

Branding physical goods

•  Physical goods are what are
tradiWonally associated with brands:
–  Mercedes-Benz
–  Nescafé
–  Sony

•  More and more companies selling
industrial products or durable goods to
other companies are recognizing the
benefits of developing strong brands.

•  Branding has been adopted in a variety
of industries such as B2B and high-tech
industries
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

Branding a service
Branding a service can be an effecWve way to signal to
consumers that a firm has designed a parWcular service
offering that is special and deserving of its name:
American Express
BriWsh Airways
Ritz-Carlton
Federal Express (FedEx)

•  Challenges in markeWng services:

•  Less tangible than products and vary in quality.
•  Depends on the parWcular person or people providing
them.

•  Branding addresses problems related to intangibility and

variability.
•  Brand symbols help make abstract nature of the services
more concrete.
•  Provides compeWWve edge to the services.
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

Branding retailers and distributors

For retailers and other channel members, brands provide

important funcWons:
ü  Can generate consumer interest and loyalty
ü  Create an image and establish posiWoning within an
industry
ü  Yield higher price margins, increased sales volumes,
and greater profits

Retailers can introduce their own brands by:

ü  Using their store name
ü  CreaWng new names
ü  Some combinaWon of the two
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

Digital Brands
Some of the strongest brands in recent years have been
born online:
•  Amazon / Google / Facebook / Twiher

Brand building has become more important in recent

years to online marketers:
•  It is criWcal to create unique aspects of the
brand on dimensions that are important to
consumers: Example: convenience, price, and
variety
•  Find unique ways to saWsfy consumers’ unmet
needs.
•  Offer unique features and services to
consumers.
•  Offer unique value proposiWons to
geographically dispersed customer groups.
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

People and organiza=ons

A product category can be a person or an organizaWon:

ü  Naming of this branding is usually straighporward
ü  Usually is accompanied by well-defined images that
are easily understood by consumers

The key to a person or organizaWon as a brand is that

people outside your industry know who you are and
recognize your skills, talents, and aktude:
Lady Gaga
The American Red Cross
Amnesty InternaWonal
Sierra Club
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

People and organiza=ons

Lady Gaga is among the best-

known celebrity brands, thanks
to her musical talent, unique
style, and social media savvy, all
of which have resulted in a loyal
base of followers.
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

Sports, arts and entertainement

A special case of markeWng people and

organizaWons as brands exists in the sports,
arts, and entertainment industries:
ü  Sports markeWng has become highly
sophisWcated
ü  Branding plays, for example, has become an
especially valuable funcWon in the arts

ü  Movies have become famous for their

markeWng and branding:
For years, some of the most valuable
movie franchises have featured recurring
characters and ongoing stories—a classic
applicaWon of branding
Chapter 1 – Brands and Brand Management
3- Can anything be branded?

Geographic loca=ons
Increased mobility of people
Increased mobility of businesses
Growth in tourism

Contributed to the rise

of place markeWng

CiWes, states, regions, and countries

acWvely promote through adverWsing,
direct mail, and other tools
Aim is to create awareness and a
favorable image of a locaWon that will
enWce temporary visits or permanent
moves from individuals and businesses.
Chapter 1 – Brands and Brand Management
4- Branding challenges and opportuni=es

•  Unparalleled access to informaWon and new

technologies
•  Downward pressure on prices
•  Ubiquitous connecWvity and the consumer backlash
•  Sharing informaWon and goods
•  Unexpected sources of compeWWon
•  DisintermediaWon and reintermediaWon
•  AlternaWve sources of informaWon about product
quality
•  Media transformaWon
•  The importance of customer-centricity
Chapter 1 – Brands and Brand Management
5- The Brand equity concept

Brand equity is the level of sway a brand name

has in the minds of consumers, and the value of
having a brand that is idenWfiable and well
thought of.

It is the value created around a product

that can be either posiWve or negaWve

OrganizaWons establish brand equity by

creaWng posiWve experiences that enWce
consumers to conWnue purchasing from them
over compeWtors who make similar products.
Chapter 1 – Brands and Brand Management
5- The Brand equity concept
Chapter 1 – Brands and Brand Management
6- Strategic brand management process

Strategic brand management involves the design

and implementaWon of markeWng programs and
acWviWes to build, measure, and manage brand
equity.
Strategic brand management process as having
four main steps

1.  IdenWfying and Developing Brand Plans

2.  Designing and ImplemenWng Brand MarkeWng

Programs

3.  Measuring and InterpreWng Brand

Performance

4.  Growing and Sustaining Brand Equity

Chapter 1 – Brands and Brand Management
6- Strategic brand management process

Iden=fying and Developing Brand Plans

The strategic brand management process starts with a clear understanding of what
the brand is to represent and how it should be posiWoned with respect to
compeWtors

Designing and implemen=ng Brand Marke=ng programs

Building brand equity requires properly posiWoning the brand in the minds of
customers and achieving as much brand resonance as possible.

Measuring and interpre=ng brand performance

Designing and implement a brand equity measurement system.

Growing and sustaining brand equity

Managing Brand Equity over Time and over geographic boundaries, cultures
and market segments