Sessions 1 & 2

Assessment Details
S. No. Component Weightage Dates/ Duration Pattern

1. Class 20 Marks (2 cycles 1-5 weeks & 6 to Discussion

Participation of 10 marks each) 10 weeks oriented

2. Mid-Term Quiz 20 Marks Between 8 to 13 Short Answer /

Aug’22 MCQs
3. Group Project 20 Marks Submission: 1 Application
Report & Sept’22 oriented
Presentation Presentation: Last
3 Sessions
4. Comprehensive 40 Marks Between 19 & 24 Combination
Examination Sept’22 of theory &
application
questions
Total 100 Marks
 What is a 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 group of sellers and to
differentiate them from those of competition.”
•Whenever a marketer creates a new name, logo, or
symbol for a new product, a brand has been created.
•Brand creates a certain amount of awareness,
reputation, prominence, etc. in the marketplace.
What has made these brands the most valuable brand?
 Brand Elements

• Components that identify and

differentiate a brand are brand
elements
• These are a name, logo, symbol,
package design, or other
characteristic that identifies a
product and distinguishes it from
other products
 Brands Versus Products
• A product is anything we can offer to a market for use or
consumption that might satisfy a need or want
• It could be an “undifferentiated” physical good, service, retail
outlet, person, organization, place, idea, etc.
• Five levels of meaning of a product are: Core benefit, Basic
product, Expected product, Augmented product & Potential
product

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

differentiate it from other products designed to satisfy the same
need
• These differences could be:
• Rational and tangible - Related to product performance of
the brand
• Or may be more symbolic, emotional, and intangible -
Related to what the brand represents
 Why Do Brands Matter?

•Functions provided by brands to consumers:

• Identification of source of product
• Assignment of responsibility to product maker
• Risk reducer – Functional, physical, financial, social, psychological,
time
• Search cost reducer – Both internally and externally
• Promise, bond, or pact with maker of product
• Symbolic device to project self-image
• Signal of quality
 Why Do Brands Matter? (Cont.…)

•Functions provided by brands to manufacturers:

• Means of identification to simplify handling or tracing
• Means of legally protecting unique features
• Signal of quality level to satisfied customers
• Means of endowing products with unique associations
• Source of competitive advantage
• Source of financial returns
 Can Anything Be Branded?
• Yes!
• To brand a product, it is necessary to teach consumers “who” the product is by
giving it a name and using other brand elements to help identify it - Marketers
must give consumers a label for the product
• What the product does and why consumers should care - Provide meaning for
the brand
• You can brand:
• Physical goods
• Services
• Retailers & distributers
• Digital brands
• People & organizations
• Sports, Arts & Entertainment
• Geographic Locations
• Ideas & Causes
What are the Strongest Brands?

• Brands that are the

“strongest” are the
brands that are:
• Best known
• Most highly regarded
• Maintaining brand
relevance and
differentiation are
important to the success
of a brand
Branding Challenges and Opportunities
• Unparalleled access to information and new technologies
• Downward pressure on prices
• Ubiquitous connectivity and the consumer backlash
• Sharing information and goods
• Unexpected sources of competition
• Disintermediation and reintermediation
• Alternative sources of information about product quality
• Winner-takes-all markets
• Media transformation
• The importance of customer-centricity
 The Brand Equity Concept

• Principles of branding and brand equity:

• Differences in outcomes arise from the “added value” endowed to a
product
• The added value can be created for a brand in many different ways
• Brand equity provides a common denominator for interpreting
marketing strategies and assessing the value of a brand
• There are many different ways in which the value of a brand can be
exploited to benefit the firm
 Strategic Brand Management Process

• Step1: Identifying and

Developing Brand Plans
• Step2: Designing and
Implementing Brand
Marketing Programs
• Step3: Measuring and
Interpreting Brand
Performance
• Step4: Growing and
Sustaining Brand Equity
 Step 1: Identifying 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
positioned with respect to competitors – This is called Brand planning
(Ch-2 & 3), its uses the following three interlocking models:
• The brand positioning model describes how to guide integrated
marketing to maximize competitive advantages.
• The brand resonance model describes how to create intense, activity
loyalty relationships with customers.
• The brand value chain is a means to trace the value creation process for
brands, to better understand the financial impact of brand marketing
expenditures and investments.
Step 2: Designing and Implementing
Brand Marketing Programs

• Choosing Brand Elements: URLs, logos, symbols,

characters, packaging, slogans, etc. (Ch-4)

• Integrating the Brand into Marketing Activities

and the Supporting Marketing Program (Ch-5 to
7)

• Leveraging Secondary Associations (Ch-8)

 Step 3: Measuring and Interpreting
Brand Performance
• To manage brands profitably, managers must
implement a brand equity measurement system
• It is a set of research procedures designed to provide
timely, accurate, and actionable information for
marketers so that they can make the best possible
tactical decisions in the short run and the best
strategic decisions in the long run.
• Brand equity measurement system involves (Ch-9 to 11):
• Brand audits
• Brand tracking studies
• Brand equity management system
 Step 4: Growing and Sustaining
Brand Equity
• Defining Brand Architecture (Ch 12 & 13)
• Brand Portfolio is the set of different brands that a particular
firm offers for sale to buyers in a particular category. E.g.
Different brands of soaps marketed by HUL
• Brand Hierarchy displays the number and nature of common
and distinctive brand components across the firm’s set of
brands. E.g. In Maruti Suzuki Brezza 2022 , Maruti Suzuki is the
company brand, Brezza is the SUV brand and 2022 is product
descriptor/variant
• Managing Brand Equity over Time (Ch-14)
• Managing Brand Equity over Geographic Boundaries,
Cultures, and Market Segments (Ch-15)