BRAND MANAGEMENT

Unit I

Branding
Brand
• The term brand refers to a business
and marketing concept that helps people identify a
particular company, product, or individual.
• Brands are intangible, which means you can't actually
touch or see them.
• As such, they help shape people's perceptions of
companies, their products, or individuals.
• Brands commonly use identifying markers to help
create brand identities within the marketplace.
The elements of brand identity:
• Name
• Logo
• Color
• Slogan
• Image
• Shape
• Graphics
• Typography
objectives of brand
1. Create a strong brand identity

2. Raise brand awareness

3. Establish brand positioning

4. Tell a compelling brand story

5. Develop customer loyalty

 Brands vs. Products
• A product is anything we can offer to a market
for attention, acquisition, use, or consumption
that might satisfy a need or want.

• A product may be a physical good, a service, a

retail outlet, a person, an organization, a place,
or even an idea.
 Five Levels of Meaning for a Product
• Core benefit level: fundamental need or want
• Generic product level: attributes or
characteristics
• Expected product level: set of attributes or
characteristics that buyers normally expect
• Augmented product level : additional product
attributes, benefits, or related services that
distinguish the product from competitors.
• Potential product level: augmentations and
transformations
 Importance of a Brand
• Brands are important because they create value for
corporations and individuals.
• They also provide a competitive edge in the market
against an entity's competition.
• Successful branding augments a company's customer
base, which creates trust and credibility(Trustable)
leading to brand loyalty.
• All of which give a company a competitive edge in the
market and a bigger bottom line.
 Importance of Brands to Consumers

• Identification of the source of the product

• Assignment of responsibility to product
maker
• Risk reducer
• Search cost reducer
• Promise, bond, or pact with product maker
• Symbolic device
• Signal of quality
 Importance of Brands to Firms
• To firms, brands represent enormously valuable
pieces of legal property, capable of influencing
consumer behavior, being bought and sold, and
providing the security of sustained future
revenues.
 Importance of Brands to Firms
• Identification to simplify handling or tracing
• Legally protecting unique features
• Signal of quality level
• Endowing products with unique associations
• Source of competitive advantage
• Source of financial returns
Brand Storytelling
• Brand storytelling is the act of using an emotion-
evoking narrative to connect your brand to
customers, with a focus on creating empathy by
linking what your brand stands for with the
values you share with your customers.
• The key to tell powerful brand stories is
developing an emotional resonance with your
audience.

• A brand story is not just a series of events (and

then, and then, and then), but a journey of
suspense where the audience feels the
experience.
Principles of branding
• The Four Key Principles of Branding

1. Brand Identity
• The first step in creating that all-important connection between
customer and brand is being recognised.

• Some brands opt for a simple brand identity, others use a more
elaborate construction built from the experience one receives when
using the product.

• Creating a strong brand identity is a necessary first step for building a

brand and it should guide all the brand manager’s decisions regarding
packaging, shop design and ad campaigns.
2. Brand Meaning
• The brand manager knows and understands the
brand identity, but what message does she want
consumers to take away.
• When a brand becomes synonymous with a
particular meaning, quality or emotion – think of
Apple’s iMac and its connection to graphic design
– consumers start to make decisions based on
perceived value
3. Brand Response
• Companies can tout their message all they
want, however, it’s the customer’s response
that is king.
• If a brand becomes recognisable and its
meaning is understandable then it’s up to the
customers to decide if they believe in the
brand’s message.
4. Brand Relationship
• Once identity, meaning and response have been
established, the brand should be on its way
towards creating long-term relationships with
customers.
• For success, all the aforementioned principles
of branding must come together (and combine
with the product) to give customers a reason to
keep going back.
• Loyal customers are more likely to repeat buy,
pay more for a product and may even become
promoters of the brand themselves.
 Benefits of Branding

For customers a brand offers:

1. A desired level of quality.

Consistently
2. Psychological rewards from
ownership
3. A means of distinguishing one brand
from another
The brand image helps create loyalty.
 Benefits of Branding

For the company branding offers:

1. A means of communicating features and

benefits
2. An opportunity to create and sustain an
image
3. Customer satisfaction and repeat
purchase opportunity
 Types of Brands
• National Brands –owned and initiated by
manufacturers.
Ex: General Electric, Heinz, and Motorola.
• When consumers buy food products, they
buy manufacturer brands nearly
75 percent of the time.
• Private Distributor Brands – also called
Private Brands, Store Brands, or Dealer Brands
– owned and initiated by wholesalers and
retailers.

• Ex Best Price & value price of Auchan,

Spencers choice of Spencers
• Generic Brands – represent a
general product category and do
not carry a company or brand
name.
• The packaging only describes the
product – “pancake ” or “paper
towels”
– Often priced below branded
products
 Corporate brands
• Corporate brands are company personnel and
company culture(s).
• corporate brands often boundary-span
organizations.
• Ex. Reliance, TATA
Brand Management Process
• Brand management process includes the
following steps:
1.Identify Brand Positioning and Value

• The first step in the brand management process is

to understand the product and service offering in
terms of positioning and brand value it offers to
the customers.

• This is the foundation for companies as how they

want the customers to perceive their product or
service is a part of brand development.
 2. Brand Marketing Planning
• Brand building is the next step in brand management for
a product/service.
• This process includes creation of the brand by creating
components like pricing, packaging, customer service etc.
• Also, brand awareness techniques like marketing,
branding & advertising also come under this step.
• Companies use integrated marketing communications
(IMC) to promote its products & services.
3. Measuring Brand Performance
• It is not simply important to create brand but
to also measure its performance vis-à-vis
competitors & other market dynamics.
• This step in brand management identifies
parameters like brand recall, brand
preference, brand recognition etc.
4. Growth & Sustainability
• The final step in the brand management
process post evaluation is to improve the
brand performance to ensure growth and
sustainability.

• Brand equity is the measure of the quality

offered by a product and service.
 Advantages of Brand Management
There are several benefits of brand management, some of which
are highlighted below:

1. Brand management helps create an emotional connect

between customers and products.

2. Effective brand management helps the business grow as

consumers become loyal and advocate for the products &
services. Customer loyalty further helps boost business.

3. Taking critical and important feedback helps companies

improve based on consumer insights.
4. Brand managements helps companies adapt
their strategies with changing times based on
the needs and requirements of the customers.

5. Tools like brand development index (BDI), help a

brand grow and fight competition.
Brand Image
• Brand Image is how customers think of a brand.
• It can be defined as the perception of the brand in the
minds of the customers.
• This image develops over time.
• Customers form an image based on their interactions and
experience with the brand.
• These interactions take place in many forms and do not
necessarily involve the purchase or use of products and
services.
 Importance Of Brand Image
• Every Company strives to build a strong image as it helps
in fulfilling their business motives.

• A strong brand image has the following advantages –

• More profits as new customers are attracted to the

brand.

• Easy to introduce new products under the same brand.

• Boosts the confidence of existing customers.

Helps in retaining them.

• Better Business-Customer relationship.

• A company with a bad image may struggle to

operate and might not be able to launch a new

product under the same brand.

 Examples Of Brand Image
• Coca-Cola is a brand known for a product best used
at the time of happiness, joy, and good experience.
It is the ‘original cola’ and has a ‘unique taste’.

• Woodland Shoes are solid and are an ideal choice

for outdoors. They last very long.

• McDonald’s has an image of an inexpensive brand

that serves the food very quickly.
• Walmart is best known for a retail brand selling
goods for a lesser price than usual retailers.

• Rolls-Royce is a premium brand considered to be

exclusive for wealthy and influential people.

• The brand image of Nike is different from other

apparel brands. It’s considered to be a cult brand
which deals only in sportswear.
Brand loyalty
• Brand loyalty is perception-based (image and
experience).

• Brand-loyal customers believe that a certain

brand represents both higher quality and
better service than any competitor—and the
price does not matter.
Importance of Brand Loyalty
• Brand loyalty is a consumer behavior which a
customer develops over a period of time by
repeated use of a particular brand, product or
service.
• Customers who find their needs fulfilled and find
the product having good quality, and high value
proposition tend to become loyal towards a
particular brand.
Brand Loyalty Factors
1.Product Quality:
• High quality products ensure high customer satisfaction
which helps induce brand loyalty amongst customers.
2.Brand Image:
• A customer-friendly brand image which offers a
consistent brand equity is a positive driver for making
customers loyal towards a brand.
3.Percieved Value:
• The value offered by the brand versus the price paid is of
importance.
• If the customer feels it has value, it creates brand loyalty
in the consumers mind.
• Value can be increased by a loyalty discount or a loyalty
program by companies.
4.Switching Cost:
• If a cheaper option is available with a similar product
quality, customers can switch their brand, and hence it
is an important factor.
5.Availability & Service:
• Good products must be available when a customer
requires it for creating customer loyalty.
• Also, good after sales service also adds value to a
positive mindset.
6.Customer Psychology:
• Sometime brand loyalty is totally depended on
customer psychology, where good products can have
no loyalists and poor products can have a following.
• Hence, all these above-mentioned factors help in
driving brand loyalty amongst the customers.
Types of Brand Loyalty
• Customers use products and tend to create an
image in their minds. There are different types
of brand loyalty amongst consumers about a
particular product of service.
1. Hard-Core Loyals are those customers who
buy the same brand over and over again & are
strong brand advocates.
2. Spilt loyals is the type of brand loyalty where
customers have a strong product preference
and are loyal to 2 or 3 companies or brands
only.
3. Shifting Loyals are those customers who keep
moving from one brand to anothers.

4. Swtchers is the type of brand loyalty where

customers are not loyal towards any brand.

They simply look for the cheapest or best or

most effective product irrespective of the
brand or company.
Advantages of Brand Loyalty
• There are several benefits of brand loyalty, which works
in the favor of both the companies and customers.
Some of them are:
1.Brand loyalty gives an edge over competitors by a higher
brand recall.
2.Creates positive brand value and word of mouth helps in
positive marketing.
3.Customers are willing to pay a premium also for their
brand.
4.Saves costs on customer retention and helps
get new customers onboard.

5.More products under the same brand get

popular with loyal customers.

• Thus, brand loyalty is an important and

integral part of brand management &
marketing for any business.
Disadvantages of Brand Loyalty
• Despite being a positive factor for a business,
there are certain drawbacks of brand loyalty.
1.Sometimes companies become overconfident
and start developing flaws in products or
services, which impacts them later.
2.Too much brand loyalty amongst customers
makes them blind towards better products at a
cheaper price which are present in the market.
3.Companies with strong brand loyalty amongst
customers often escape legal action for
scandals.
 Branding Challenges and Opportunities
• Savvy customers
• A category of media-literate consumers who are knowledgeable about
marketing and targeting, cynical about advertising, and who can see through
traditional sales pitches.

• Brand proliferation
• Brand Proliferation occurs when a large company acquires or absorbs
multiple smaller brands in similar market areas.

• Unilever is a prime example of this phenomenon.

• The company has, over time, acquired more than twenty-five brands of ice
cream, each of which develop, market, and sell their own unique flavors.
• Media fragmentation
For consumers, the trend of media fragmentation
means increasing choice between and
consumption of a range of media — including
online, mobile, television, radio, print and more.

For marketing and sales professionals, media

fragmentation can create increased difficulty in
reaching target audiences
•Increased competition

• A high amount of business competition may be a

sign of a healthy, profitable marketplace and
often enhances the overall quality of available
products and services by encouraging
organizations to improve their operations, fulfill
the needs of their customers and develop their
client relationships.
•Brand accountability
• Brand accountability means more than tight
marketing, because the social media generation
can sense a fake when they see it.

• It means changing the root of how a business

operates, who it stands to benefit and why its
products need to make a bigger positive impact
than negative.
Increased costs
• Depending on the industry, marketing budgets
can range from as low as 1% of sales to over
30%.
• New companies may spend as much as 50% of
sales for introductory marketing programs in the
first year.
• Smaller business may just try to match the
spending of their direct competitors.
Global Branding
• Global branding is the process of creating a
brand image that is consistent in markets all
over the world.

• The purposed of global branding is to help

people from a variety of countries and cultures
recognize and know your brand.
• Examples of global brand
• A global brand is the brand name of a product
that has worldwide recognition, such as Coca-
Cola or IBM.

• Global brands bring economies of scale and

marketing power.
 Importance of global branding
• Global branding creates a stronger competitive advantage
for companies.
• Once a company is able to successfully compete locally, or
even within a nation, it makes sense to expand globally.
• Global marketing allows customers worldwide to be better-
informed and more focused on the products and services a
company offers.
Advantages and Disadvantages of Global
Branding
 Advantages of Global Branding
1. It creates a substantial competitive advantage.

2. It widens the target market.

3. It increases customer awareness.

4. It increases brand value.

5. It provides stability.

6. It generates high revenue.

7. It offers savings.

8. It opens new opportunities to grow.

Disadvantages of Global Branding
1. Financial Risk
2. It Is a Long Process
3. Legal Issues
4. Localization
5. New Competition
6. Local Economy
Obstacles in Global Branding
1. Social Culture

• Culture is the cumulative concept that consists

of knowledge, belief, customs, practices and
any other habits acquired by people as
members of society.

• A culture operates primarily by setting loose

boundaries for individual behavior.
2. Economic Environment
• The economic environment involves factors that
influence the consumers purchase behavior and their
spending habits.

• The level and distribution of income vary between

nations.

• There are two different economies which countries can

be divided into the subsistence and industrial one.
3. Political Environment
• The political environment involves laws,
administration and pressure groups that affect
and restrict different governments and
individuals in a specific society.
• The political environmental development affects
the firm’s marketing decisions which is mention
by whether the firms want to choose to bring
their brand to enter foreign market or not or
expand it in the local market.
 Unit II

Brand Positioning
• Brand positioning
• Brand positioning is the process of positioning
your brand in the mind of your customers.

• More than a tagline or a fancy logo, brand

positioning is the strategy used to set your
business apart from the rest.
• Example of brand positioning
• For example, Tesla has effectively differentiated
themselves from other luxury vehicle brands like
Mercedes Benz or eco-friendly cars like the
Toyota Prius, but Toyota and Mercedes
Benz still have effective brand positioning that
resonates with their consumers.
Definition of Brand positioning
• Brand positioning has been defined by Kotler as
“the act of designing the company’s offering and
image to occupy a distinctive place in the mind of
the target market”.

• In other words, brand positioning describes how

a brand is different from its competitors and
where, or how, it sits in customers’ minds.
Importance of Brand positioning
1) Market differentiation
• The unique and creative Brand Positioning not
only clears the clutter from the market but
also gives the factor of differentiation to the
brand as compared to its direct and indirect
competitors.
2) Justifies the pricing strategy
• The benefit of the Brand Positioning is that it helps the
management of the company to justify
the pricing strategy.
• If the pricing of the products offered by the brand is
high owing to the feature of quality and class, and the
Brand Positioning is formulated in such a way that
showcases the factors of quality and class, the pricing
part gets automatically justified in the minds of the
customers.
3) Competitive advantage
• A strong Brand Positioning that tactfully and
strategically highlights the core values, strengths,
attributes, and the unique selling propositions of
the brand enjoys the facet of competitive
advantage that results in accomplishing the
objectives of higher sales, increased market
share, customer loyalty, attracting the new set of
customers, and elevated profits.
4) Makes the brand more creative
• There are quite many brands in the market offering
the similar lines of products and services to the
same target market and audience but it is the
Brand Positioning that makes one brand different
and unique from the other.

• if the brand is able to come up with the innovative

and novel positioning strategy and execution, the
brand is adorned with the tag of the creative brand.
Brand building
• Brand building is the process that implies
using direct advertising campaigns to boost
brand awareness, promote a specific product,
establish connections and provide value to
the target audience.

• It increases customer satisfaction, customer

loyalty, and brand recognition.
Brand building implications
1. Brand building drastically reduce marketing
investment-
• A strong brand needs lower and lower levels
of incremental investment to sustain itself
over time.
• A new, unknown player will have to spend tow
or four times the market leader to achieve the
same share of mind.
2. Brand building facilitates long range
planning-
• Ask any business manager at Hindustan Liver
(HLL), Nestle or even home grown organisation
like Wipro, Hero Cycle, or TVS Group.

• In an average year his ability to target and budget

primary sales would be infinitely simpler than for
someone responsible for a relatively un-
established brand.
3. Brand Building commands a premium-
• As long as there is a distinct value attach to
your offering, the consumer will always be
willing to pay more for it.

• That is the only reason why an unknown

brand called Titan could command substantial
premium over HMT.
4. Brand Building builds entry barrier
• Human being as a species love status quo.
Therefore, a brand, which is entrenched in the
consumers mind, is very difficult to displace.

• If for nothing else, the sheer inertia will

override any cooing and wooing noises that
the new entrant would create.
5. Brand Building increases cash flow
efficiency-
• Today, an HLL distributor leaves signed
cheque-books with the company to be filled in
on material dispatch.
• This is for most brands with strong franchises
even if they be in the agarbatties or Hawai
chappal businesses.
6. Brand Building increases value of the
business-
• A little later at home, Coca-Cola paid US $60 M to
acquire Thumps-up from Parles.
• Neither Buyer had any lacunae in manufacturing,
finance or human resources.
• They merely bought business with very powerful
brand equities and therefore paid more than the
net worth of the businesses.
Co-Branding
• Co-branding is a marketing strategy that
utilizes multiple brand names on a good or
service as part of a strategic alliance.

• Occurs when two or more existing brands are

combined into a joint product or are marketed
together in some fashion.
Co-Branding
 Advantages of Co-Branding
 Borrow needed expertise
 Leverage equity you don’t have
 Reduce cost of product introduction
 Expand brand meaning into related
categories
 Broaden meaning
 Increase access points
 Source of additional revenue
 Disadvantages of Co-Branding
 Loss of control
 Risk of brand equity dilution
 Negative feedback effects
 Lack of brand focus and clarity
 Organizational distractions
 Ingredient Branding
 A special case of co-branding that involves
creating brand equity for materials,
components, or parts that are necessarily
contained within other branded products
 Examples:
 Intel inside
 HLL introduced Clinic All Clear ZPTO (Zink Pyrithione, a
chemical compound used as anti-fungal and antibacterial
agent)followed by P&G in Head and Shoulders
 Private Label Branding

Private labels are referred to as in-house

brands or store brands, are those that are
owned by the retailers themselves.
 Why PL has an extensive growth

• Consolidation of retailers
• Projected as a commodity
• Retailers needs differentiation
• Better margin
• Declining Retail Prices
• Global Sourcing
 Types of PL Brands

• Generic
• Fast Fashion
• Premium Store brand
– Highly Competitive
– Bigger threat to national brand
– Brand loyalty
 Pros and Cons of PL Branding

• Pros • Cons
– Exclusivity – Inventory risk
&Differentiation
– High R&D for
– Better margin innovation
– Better control in – Negative Image if
deliveries
it fails
– Brand equity
– Maintaining
– Freedom in pricing Quality
BRAND IDENTITY

“A unique set of brand associations that a

brand strategist aspires to create or
maintain”.
Contributors of Brand Identity

Brand
Performance

Category
Marketing mix
Understanding
Brand
Identity

Positioning Segmentation
Elements of Ideal Brand Identity
Coherence

Differentiation sustainability

vision Value

Meaning Commitment

Authenticity Flexibility
• Brand life cycle Positioning
• Brand positioning represents the very
foundation of brand strategy.
• While many companies might not formally
define and document other aspects of brand
strategy (e.g., brand architecture or brand
experience), most at least articulate a formal
positioning statement for their brands.
• Guidelines for Brand Positioning
• These steps will help you create a brand
positioning strategy that's unique to your
business.
• Determine your current brand positioning.
• Create a brand essence chart.
• Identify your competitors.
• Conduct competitor research.
• Identify your unique value proposition.
• Build a brand positioning framework.
• Guidelines-defining brand values
• Make them actionable. Your core values
are not just pretty words on a piece of
paper or a website.
• Make them memorable.
• Make them unique to your brand.
• Make them specific.
• Make them meaningful.
• Make them accessible.
Internal branding
• Internal branding is a corporate philosophy
that focuses on bringing the company's core
culture, identity and premise to its employees
as well as its consumers, and usually looks to
make workers at all levels “ambassadors” or
true representatives of the company and its
values.
• Internal branding Example
• Google is an unparalleled example of a brand
which cultivates cult-like desire to work for
them because candidates know that while
Google only selects the creme-de-la-creme,
the most elite top performers, the company
also values their staff as their most important
asset and looks after them accordingly.
• Brand Equity
• Brand equity is a marketing term that
describes a brand's value.
• That value is determined by consumer
perception of and experiences with the
brand.
• If people think highly of a brand, it has
positive brand equity.
 Unit III
Brand Planning and Elements
Meaning of Brand Elements
• Brand elements are the unique aspects of
your brand, like name, logo, color schemes,
etc, that create a cohesive(characterized),
recognizable image for your business and
extend into everything you create.

• Branded elements also help you stand out

from your competitors.
Choosing Brand Elements
(The selection Criteria)
• There are some general considerations that
can guide us on how to effectively choose our
brand elements.
• 1) Memorability:
• Memorable or attention-getting brand
elements facilitate the recognition and recall
of a brand during purchase process or
consumption.
• Short brand names are usually easily
memorized & recalled by a large percentage of
customers.
• For Example:
LG – Life is good
2) Meaningfulness:
• Marketers need to ensure that brand elements take on
either “descriptive” or “persuasive” meaning.
• This could be general information about the nature of
the product category or specific information about the
particular attributes or benefits of the brand.
• This is important to develop awareness and
recognition for the brand.
Few examples of meaningful brands elements;
• FedEx Courier
• Close-up Tooth Paste
3) Likability:
• Brand Elements need to be inherently fun &
interesting.

• They also need to be visually rich &

aesthetically pleasing and appealing to the
target customers.
Few examples of likable brand elements
4. Heineken Packaging

• The new packaging not only removes plastic

but minimises the use of materials and
reduces waste.

• The combination of the new topper, dubbed

Green ..
• Air India
• The above 3 criteria constitute the “Offensive
Strategy” that focuses on building brand equity.
• That means if the brand elements are
memorable, meaningful and likable there are
more chances that they will be recognized by
most of the customers which in turn will build
brand equity, reduce the burden on the
marketers and thereby reduce the cost of
marketing communications & activities.
4) Transferability:-
• Which means the extent to which brand elements can
enhance brand equity to new products of the brand in the line
extensions or in other way, can the brand elements be used to
introduce new products in the same or different categories.
• It also means that to what extent brand elements are able to
improve brand equity across geographical boundaries and
market segments.
• For example:
• “Apple” and “Blackberry” as brand names represent fruits,
thus they don’t restrict brand and product extensions.
5) Adaptability:-
• It is the extent to which brand elements can be adapted over time.
Consumer perceptions, opinions & preferences keep changing over
time.
• Generally, the more flexible the brand element, the easier it is to
update from time to time to synchronize with consumers preferences
and trends.
• Logos and characters can be given a (slightly) new look & feel to
make them appear more modern and relevant.
For example:
• Coca -Cola has been consistently updating its logo over the years to
synchronize with the latest trends and opinions.
6. Protectability:-
• This means the extent to which brand elements
can be protected legally & competitively.

• Brand elements need to be chosen in such a way,

that they can be internationally protected by
registering with appropriate legal bodies.

• Marketers also need to defend their trademarks

from unauthorized competitive infringements.
• The last 3 criteria constitute the “Defensive
strategy” towards leveraging and maintaining
brand equity.

• That means if the brand elements are

transferable, adaptable and protect able, they
are more likely to leverage and maintain the
brand equity.
Tactics for brand elements
1. Create a Brand Story.

2. Develop a Brand Identity.

3. Build Brand Authority.

4. Create Brand Advocacy.

5.Create Brand Loyalty.

6. Build Brand Value.

1. Create a Brand Story
• The brand story is your company’s origin story. Think about
it this way.
• Every brand is trying to build its mythology or origin story.
• It’s the foundation upon which all future marketing and
branding tactics are built.
• The brand story is essentially your company’s biography.
• It tells the life story of your company.
• So if you want to sell a brand, think about how you can tell
its unique brand story.
• What is my brand?
• Why does my brand exist?
• Who am I, and why do people care about me?
• What do I stand for?
• Why should others recognise me?
• How am I different from my competition?
• Once you answer these questions, you’ll see how your
branding tactics and the story fit together.
• Brand stories are short, punchy, and compelling messages
that help tell a brand’s story. If done correctly, brand
stories can be powerful and persuasive.
• Most brands have a story behind their company and brand,
but that story rarely gets told in an easily digestible,
memorable way.
• In the past, companies like Coke, Kellogg’s, and Disney have
successfully created brand stories to promote their
products and businesses.
2. Develop a Brand Identity

• A brand identity is essentially the foundation upon

which your business is built.

• It’s the impression you want to create in your

customers’ minds.

• You can’t build a strong foundation without a solid,

clear identity.

• This doesn’t mean you should take your business too

seriously.
• You need to have fun with it while maintaining
the seriousness that you need to be taken
seriously.

• If you’re unsure what brand identity to create

for your business, you should consider what
makes your product or service unique.
• Brand planning process
• Build a brand idea that will connect with consumers and
employees.
• Then, line the brand idea up to the brand promise, brand story,
innovation, purchase moment and the consumer experience.
• Build out your strategic brand plan that steers everyone who
works on the brand.
• Lay out the vision, purpose, values, issues, strategies, tactics and
goals.
• Finally, as you move to marketing execution, build out a creative
brief, innovation plan and channel customer plans.
• The fundamentals of marketing matter
• The marketing fundamentals that we show in
this article are part of what we use in
our marketing training programs.
• Marketers will learn strategic thinking, brand
positioning, brand plans, writing creative
briefs, advertising decision-making, marketing
analytics, and marketing finance.
• Perspective on Your Marketing Strategies
• The challenges of marketing your business have never been
bigger.
• Now days people are constantly surrounded by all kinds of
promotions.
• That's why sometimes it can seem like you can’t get your turn
on getting the attention of potential clients.
• And, let’s be honest, grabbing the attention of the audience is
the most important part of any business strategy.
•
• Set Goals
• Before starting on any new project, we need to
have a determined list of expectations you have
from that project and for it.
• And not just you, your team as well.
• If you’re not on the same page with your team, that
means there is something wrong and you need to
work on that.
• It is very important that you meet the same goals
• Determine your target audience

• Determine the specific outcome

• Determine the strategy to get you there.

• Create and document your strategy
• After you’ve outlined your goals and expectations it’s
time to get to the part of creating a strategy to make
everything go as planned.

• A research has shown that more than 34% businesses

doesn’t have a documented marketing strategy.

• Having a concise plan and sticking to it is an imperative

if you want your business to be successful.
• Personalize your marketing
• A goal and a plan are crucial for making a good marketing
strategy.
• Still, what we're all fighting for is customer's attention.
• And you don’t want any customers, you want your own
group of loyal customers that always come back to you.
• That’s the main goal to every business. What you want to
do is to make a relationship with people, and to do so you
need to become personal.
• Invest in content
• This is something that applies to any type of business.

• A quality content is something that should be the rule.

• Now, content marketing can be very time consuming.

• If you want to do it right you need to do a research,

your content needs to be well written and it needs to
provide value to your audience.
• Co-branding
• Co-branding is a marketing strategy that utilizes
multiple brand names on a good or service as part of a strategic
alliance.

• Also known as a brand partnership, co-branding (or

"cobranding") encompasses several different types of branding
collaborations, typically involving the brands of at least two
companies.

• Each brand in such a strategic alliance contributes its own

identity to create a melded brand with the help of unique logos,
brand identifiers, and color schemes.
• Co-Branding Strategies
• According to branding and marketing experts, there are
four distinct co-branding strategies:
• Market penetration strategy:
A conservative strategy that seeks to preserve the
existing market share and brand names of two partnered
or merged firms.
• Global brand strategy:
• Seeks to serve all customers with a single, existing global
co-brand.
• Brand reinforcement strategy:
• Exemplified by the use of a new brand name.
• Brand extension strategy:
• The creation of a new co-branded name to be used only
in a new market.
Licensing and Co-Branding
• The licensing which makes the companies
instantly tap the existing production,
distribution and marketing systems that other
companies may have spent decades building.
• In return, the licensor gets a percentage of the
revenue from products or services sold.
• Licensing fees typically amount to a small
percentage of the sales price but can add up
quickly.
• The other type of partnering strategy, co-
branding, is an arrangement that associates a
single product or service with more than one
brand name.
• Companies will work together on associating
logos, color schemes or brand identifiers to a
specific product that is designated for this
purpose.
• Co-branding guidelines
• Use default logo against white background when
possible.
• Use logos in a horizontal position when possible.
• Make both logos the same visual size.
• Separate the logos by the distance of four
underscores.
• Vertically middle-align logos for the best balance.
• The advantages and disadvantages of co-
branding
• As with everything business-related, even co-branding
has certain pros and cons.
• The Advantages:
• Brands can share the risk.
• They can generate a royalty income.
• Bigger sales incomes.
• The customers would trust the product more.
• Joint advertising, which gives them a wider scope.
• Technological benefits.
• Product image enhancement, since they are associated
with another renowned brand.
• More financial sources.
• The disadvantages:
• If the two products that the brands are using to develop their co-
branding strategy are entirely different or popular in different
markets, the co-branding might be a total failure.

• If the companies don’t share the same missions and visions,

composite branding is a no-go.

• Co-branding can also have an adverse effect on partner brands.

• If the customers associate bad traits and experiences with one of

the brands, the total brand equity might get damaged.
• Emerging Branding Trends in the digital era
1. Influencer marketing
• Influencer marketing is the practice of using an
influencer’s image and goodwill to promote
and advertise a brand’s product or services.

• Influencers can be individuals or groups with a

massive fan following.
• Here are some of the reasons why influencer marketing
has gained momentum in the current business milieu:
• Persuades audience:
Influencers have a loyal fanbase, meaning they can sway
the audiences in a jiffy.
• Many brands opt for influencer marketing to attract a
diverse set of audiences to their products.
• Increases trust:
Influencers use social media applications to promote or
advertise products or services.
Therefore, many brands opt for influencer marketing to
increase brand awareness and amplify their social media
presence.
• Supports content strategy:
• Influencer marketing is best suited for filling the gaps in
content marketing strategy.
2. Omni channel marketing
• Omni channel marketing is believed to be one
of the most effective ways to reach the target
audience.
• It is an approach that stands true to the
definition of digital marketing – using different
digital mediums to promote, engage, and
serve customers.
• Omnichannel marketing offers a varied set of
benefits, which are as follows:
3. Artificial intelligence
• Artificial intelligence (AI) is the process of
developing smart computer systems that can
perform similar functions to the human brain.
• Companies can use AI to gauge the needs and
demands of their customers.
• Simultaneously, it can be used to find out patterns
in customer buying behaviour, monitor and offer a
solution to formulate a marketing strategy.
4. Video Marketing
• Social media platforms have offered a new space
for companies to promote their products or
services to their target audience.
• Video marketing is a potent digital marketing tool
popular among businesses trying to increase their
customer base.
• Experts believe that videos are more effective
than any other form of content.
5. Long-form content
• Content marketing is a popular digital
marketing trend using which companies often
promote their product or services.
• Similarly, long-form content is the subsect of
content marketing that consists of blog posts
or articles of more than 3000 words to
promote a product or service.
• Companies create long-form content
intending to increase their visibility, industry
expertise, and customer engagement.
• Increases traffic on the website
• More people visit the company’s website due
to the long-form content’s popularity.
• However, people are less likely to explore
more products and services of the brand.
• High ranking on search engine
• Search engine ranking and website traffic have
a direct correlation. T
• herefore, an increase in traffic would lead to a
high ranking on a search engine, further
increasing customer interaction and
engagement on the website.
• Increases customer engagement and
interaction
• Long-form content helps in initiating a
conversation between a brand and its
customers.
• Furthermore, it also increases customer
engagement and loyalty.
6. Social media shopping
• The advent of social media has helped
businesses closely interact with their audience
and provide a medium to sell their goods and
service.
• The integration of social media and e-
commerce has opened doors for an online
marketplace for customers from different
strata of society to buy products and services
that match their expectations.
7. Progressive web pages
• Progressive web pages are online websites that
perform the functions of a mobile application.

• They send push notifications, load faster than other

sites, and are accessible offline, among others.

• A progressive web page is one of the latest digital

marketing trends that has addressed the need for
websites that can offer a versatile user interface to
customers with different devices.
BRAND PERFORMANCE
 Brand Performance
 Brand performance reflects the brand’s desirability
and profitability.

 It’s the grand sum of actions you pursue to ensure high

brand awareness, positive brand perception, and
strong brand recall among target audiences — that
will all eventually lead to more sales.
 But given that both “brand” and “perception” are lofty
non-quant concepts, some marketers find the brand
performance metric confusing.
 Measure Brand Performance in 4 Steps
1. Start with Measuring Brand Awareness
 Brand awareness is the cornerstone metric. It tells if
people even know your brand or can recall it with a
quick prompt.
 But can you measure brand awareness Absolutely, with
the right tools and metrics. First, determine your KPIs.
 To estimate brand performance, you’ll want to analyze:
 Top-of-mind brand awareness: whether your brand
the first one customers recall in a specific product
category Diapers = Pampers.
 Unaided brand awareness: can your target audience
name your brand among others without any prompts
Popular sneakers = Nike, Adidas, Puma.
 Aided brand awareness: is your target audience
familiar with your brand at all e.g. do you know the
following ride-hailing companies — Uber, Lyft, Bolt,
Via,
2. Analyze Brand Sentiment and
Brand Knowledge
 Consumer sentiment
 It indicates how people feel about your brand and what
emotions it elicits.
 Brand knowledge, in turn, denotes how familiar your
customers and targets are with your brand values,
strengths, product lines, and positioning.
 High brand knowledge means that your audiences can
correctly recall and associate your brand with:
 Specific products
 Recent partnerships
 Values and USPs
 Brand story
 Positive consumer sentiment and strong brand
knowledge is a driving factor for purchasing,
recommendations, and loyalty.
3. Capture Purchase Intent
 Strong brand awareness and positive brand reputation
are strong “drivers” for purchase. Yet, most brand
managers know that there’s often a big gap between
“awareness” and “consideration” in the middle-of-the-
funnel.
 To close it you need to understand your audiences’
purchase intent and the drivers behind it.
 Again, both rational and irrational factors come into
play ranging from copy language and emotional
attachment to pricing and prestige factor.

 Google calls this stage the “messy middle”:

 Brand value chain
 A brand value chain dictates the process, from start to
finish, of how a brand creates value.
 Using a brand value chain model guides a company
through necessary steps needed to improve their
value.
 Though these models seem linear, they often vary.
 Value stages
 Value stage 1 – marketing engagement
 “Make a customer, not a sale.” – Katherine Barchetti
 The initial phase, marketing engagement, details the
different ways in which brands reach out to potential
customers.
 This stage covers the investments into marketing
programs that power product research,
communications and more.
 Multiplier – engagement quality
 So, we know that the first stage deals with our
marketing engagement and customer relations. The
multiplier, in this case, is the quality that goes into
each aspect of the process.
 Suitability
 Essentially, this is a measurement of how suitable your
marketing program is for the customer’s specific
needs.
 Make sure to learn, evaluate and understand what
types of problems a customer has, then present them
your services as the solution.
 Uniqueness
 This one is crucial, because guess what – you’re not
going to have the only marketing campaign a customer
will see.
 Consistency
 It almost goes without saying that the performance of
your marketing campaigns will be directly affected by
how consistent they are.
 Coherence
 Above all, your marketing campaigns need to be
coherent.

 Consider the ways in which your target market will

construe these campaigns.

 Remember that part of this marketing engagement

should involve customer feedback.

 This will give you a general idea how well the

campaigns are relating to your audience.
 Value stage 2 – customer perception and brand
image
 The customer perception and brand image stage
measures how well customers have responded to the
marketing program.
 In this part of the process, here are the most important
factors:
 Awareness
 Loyalty
 Attitude
 Awareness
 Awareness is how well customers are able to recognize
specific traits and qualities of a brand. It is essentially
the popularity of a brand.
 Part of brand awareness is how a customer feels when
seeing a brand element, such as a logo or color
scheme.
 Loyalty
 Brand loyalty is when a customer uses a particular
brand’s services repeatedly, choosing to support them
and make purchases from them regardless of price or
changes in the market.
 Attitude
 Attitude is closely related to feelings that a customer
has about a brand.
 It is usually linked to product performance, though
efficacy of marketing campaigns is a factor as well.
 Attitude is also driven by a willingness to make
necessary changes to services based on customer
needs.
 Value stage 3 – market performance
 The market performance phase measures the total
effectiveness the brand has on the market, based on
different factors, including:
 Market share
 Market share is the amount of sales within a market
that your brand specifically attains.

 This is affected by the amount of customer advocacy

or brand advocates you’ve built through marketing
campaigns and other factors.
 Expansion success
 If a brand is successful, it will be a lot easier for them
to expand into new markets, which will increase their
market value overall.
 One way they might do this is by creating a new
product or service, that is designed to cater to a new
demographic.
 The reason this is possible is they’ve built their
awareness, so the product will be new but the brand
behind it won’t.
 Cost savings
 This result is cyclical, in that the more effective a
marketing campaign is, the more you can save on
future campaigns.
 Value stage 4 – Financial value
 The final stage is the financial value of the brand.

 This is where all the factors and influences are

calculated and measured, which will then dictate true
value.
Brand tracking
 Brand tracking refers to the marketing efforts used to
quantify the effects of brand building campaigns on
sales and conversions.

 More and more, marketing teams are building

campaigns that are focused on emphasizing unique
brand attributes, rather than just products.

 The goal of these campaigns is to establish a

relationship with the brand’s core audience and build
associations between the brand and certain ideals.
 Proctor and Gamble is a strong example of a brand that
leverages brand-building campaigns. As ongoing
sponsors of the Olympics, they released the “Proud
Sponsors of Moms” ad, which rather than emphasizing
one specific product, tied the entire brand back to
empowering moms.

 By creating a positive message associated with the

brand, Proctor & Gamble was able to achieve a positive
outlook from consumers.
 These ads built brand loyalty by differentiating a
product by more than just price.

 In fact, in Proctor & Gamble’s 175 year history, this

campaign is considered among the most successful,
driving millions of dollars in revenue.
 Brand Tracking Study
 To measure the efficiency of brand campaigns, many turn to brand
tracking studies.

 Brand tracking studies aim to measure the success of brand building

initiatives based on the impact they have on the consumer and the
impact they have on the business.

 Brand tracking studies that focus on business impact largely focus on

financial metrics to determine the ROI of brand building initiatives.
These metrics include:

 Customer Retention

 Sales / Profits

 Market Share

 Price Premium
 Designing Brand Tracking Studies
 Tracking studies involve information collected from
consumers on a routine basis over time

 Often done on a "continuous" basis

 Provide descriptive and diagnostic information

 Brand Equity Management Systems
 A brand equity measurement system is a set of research procedures that is
designed to provide timely, accurate, and actionable information to
marketers so that they can make the best possible tactical decisions in the
short run and strategic decisions in the long-run.
 Marketers have various tools at their disposal to build a strong consumer
based brand equity.
 Through this tool, they have developed many strategically important
marketing communication programs.
 It is important for survival of brand to understand how effective these
programs have been.
 If these programs have been able to induce a positive image and increased
brand knowledge among consumer then, it can be concluded that strategy
employed is successful.
 A deliberate effort has to be carried out to
measure success of marketing communication
programs.

 This deliberate effort should be in direction of

effective and efficient measurement system
and also ways to manage these systems.

 There are two ways forward in designing

measurement system.
 One such measurement system relies on indirect method,
where in emotional level changes in consumer are sorted
and recorded.
 Other system rather relies on direct measurement method
where in consumer response towards brand in terms of
sales etc are measured and analyzed.
 A system design to effectively measure source and outcome
of branding strategies there by providing a set of
information, which can be delivered to concern decision
makers to act on, is called a brand equity measurement
system.
 Brand Equity Measurement System

 Conducting brand audits

 Developing tracking procedures

 Designing a brand equity management system

 Capturing market performance comparative methods
 Comparative methods and holistic methods are designed to
directly analyze brand equity.

 Comparative methods tend to analyze effects of consumer

perception towards brand in respect to marketing programs,
in terms of change in brand awareness.

 Holistic methods are designed to analyze the total effect of

brand equity. These methods will provide necessary tools to
measure outcome.
Measuring Brand Equity

 Multi-dimensional concept

 Many different measures required

 The ultimate value of a brand depends on the

 underlying components of brand knowledge and

 sources of brand equity

 Brand Equity Management System
 A brand equity management system is a set of
organizational processes designed to improve the
understanding and use of the brand equity concept
within a firm.

 Brand equity charter

 Brand equity report

 Brand equity responsibilities

 Brand Equity Charter

 Provides general guidelines to marketing managers

within the company as well as key marketing partners
outside the company Should be updated annually
 Brand Equity Report
 Assembles the results of the tracking survey and other
relevant performance measures

 To be developed monthly, quarterly, or annually

Provides descriptive information as to what is
happening with the brand as well as diagnostic
information on why it is happening
 Brand Equity Responsibilities
 Organizational responsibilities and processes that aim
to maximize long-term brand equity

 Establish position of VP or Director of Equity

 Management to oversee implementation of Brand

Equity Charter and Reports

 Ensure that, as much as possible, marketing of the

brand is done in a way that reflects the spirit of the
charter and the substance of the report
Brand Equity
 This is the value of a brand, based on
the extent to which it has high brand
loyalty, name awareness, perceived
quality, strong brand associations and
other assets such as patents,
trademarks and channel relationships.
 The ability of a brand to generate more value due to
the associations made by its customers.

 It also seen as the a set of assets (and liabilities) linked

to a brand's name and symbol that adds to (or
subtracts from) the value provided by a product or
services to a firm and/or that firm's customers
 TWO WAYS BRAND EQUITY ALLOWS COMPANIES TO
GENERATE VALUE

 A brand enables a company to generate value because it can

often command a price premium over comparable generic

products

 A strong brand can often be extended to related, or even

unrelated, products, providing these products

With a sales boost.

 This allow the substantial cost advertising and promoting a

brand to be spread over more products, but the additional

exposure can strengthen the core brand.

 As consumers choose between brands, they look out
for compelling reasons to help them make those
decisions
 Brands with a meaningful point of difference are more
likely to be chosen repeatedly by consumers and
ultimately, enjoy success .

 Example: Apple (Iphone).

 The Iphone is essentially an operating system that
allows users to add whatever application they choose
Changing styles in Branding
 A brand style guide is a holistic set of
standards that defines your company's
branding.

 It references grammar, tone, logo usage,

colors, visuals, word usage, point of view,
and more. By creating a detailed brand
style guide,
 Change in branding
 How to Rebrand a Company

 Reestablish your brand's audience and market.

 Redefine your company's vision, mission, and values.

 Rename your company during a rebrand.

 Reconsider your brand's slogan.

 Rebuild your brand identity.

 Track brand sentiment.

 Plan a successful launch.

 Brand story
 Introduce your brand to the world.

 A simple summary will give people insight into the

heart and soul of your company, which will help them
understand how to represent your brand.
Logo guidelines
 This section of your brand style guide ensures
your logo is used in the way you intended.

 It also prevents mistakes like stretching, altering,

condensing or re-aligning that could send the wrong
message.
 Include all approved versions of your logo, describe when
to use each one, and show visual examples to make it really
clear.
 Size: List minimum size and proper proportions.

 Space: If logo requires a certain amount of white space

around it, give clear instructions.
 Colors: Show variations (reversed, in color, black and
white) and when to use them.
 Don’ts: It can be just as important to show how you don’t
want your logo to be used.
Brand color palette
 Speaking of colors, defining a brand palette will go a
long way towards creating a consistent look and feel.

 Most brands choose four or fewer main colors and

don’t stray too far from the hues of their logo.
 In your style guide, show swatches of your brand
colors. Make sure to include the information needed
to reproduce those color accurately, wherever your
brand message goes.

 Color match: PANTONE name and number

 Print color: CMYK

 Digital color: RGB and HEX codes

Typography and font guidelines
 Another big part of identity design is font selection.

 The brand needs will dictate whether one typeface

family will meet all your needs or if you want to define
multiple brand fonts.

 A good rule of thumb is to use a different font than the

one in your logo, since the contrast will help it stand
out.
 Introduce:

 Tell the story of the typefaces you are using, how they relate
to your brand, and what each one is used for (headlines,
body text, captions, etc.).

 Alignment:

 Make it clear if you want copy to always align right, left, or

centered.

 Spacing:

 Include tracking and kerning ratios to maintain a

consistent style when font size changes.
Brand voice
 Writing style doesn’t always jump to mind when
thinking of brand identity, but brand voice strongly
affects how your audience feels about you.
 Best practice:
 If you have messaging that works well for you, show those
examples here.
 Build on personality:

 Remember that list of 3-5 adjectives that describe your

brand personality.
 Use that to describe the type of language that is on-brand.

 Do’s and don’ts:

 Sometimes, simple is best. Pick words you like and words

you don’t to clearly demonstrate what your brand voice is.
 21BCU14
Brand Management
Unit V
Brand Strategies
• Implementing branding strategies
• Brand development is the process of creating
and strengthening your professional services
brand.
• As we help firms develop their brands, we
divide the process into three phases.
• The first phase is getting your brand strategy
right and aligned with your business objectives.
• Second is developing all the tools you will need
to communicate the brand, such as your logo,
tagline and website.
A Schedule
• A great brand implementation plan always
starts with a timeline, while we
are rebranding or starting from scratch.

• We need to think about when, and where

you’re going to introduce your new brand to
the world.
A need-to-know sequence
• Successful brand implementation doesn’t just
include a consideration of how you’re going to
introduce your new brand to your external
customers.
• Make sure you take the time to identify everyone
who needs to be informed, from your partners
and vendors, to your employees and local media
companies.
A Communication plan
• Once you’ve decided when you’re going to
begin implementing your brand, and who
needs to be informed about your brand
elements, you’ll need to start thinking about
how you’re going to launch your company into
the public eye.
Make sure your mission is clear
• The brand identity should be a representation of
the business mission.
• When building a brand implementation strategy,
use your manifesto to guide the decisions you
make.
• Your manifesto should highlight the “vision” of
your company, in a way that makes your identity
easy to define.
Create a style guide
• The style guide is a comprehensive document
that the people in your company can refer to
when making decisions about how to market and
represent your company.
• A style guide should make up a crucial part of
your implementation strategy, and most will
include details like your business name, brand
colours and typography choices.
 Be authentic
• It’s easier to keep a brand consistent, if the
identity you’re creating is based on a shared
set of values and ambitions in your company.

• Design a story for your company that can

inspire everyone in your team to work
towards the same goals.
Branding Strategy or Brand Architecture
• The brandingstrategy for a firm reflects the
number and nature of common or distinctive
brand elements applied to the different
products sold by the firm.

• Which brand elements can be applied to which

products and the nature of new and existing
brand elements to be applied to new products
 The role of Brand Architecture
■ Clarify:
■ Brand awareness
■ Improve consumer understanding and communicate
similarity and differences between individual
products
■ Motivate:
■ Brand image
■ Maximize transfer of equity to/from the brand to
individual products to improve trial and repeat
purchase
Brand product matrix
• Brand product-matrix focuses on the overview of
activities for each brand and helps businesses to
assess what type of product category is available for
consumers at the moment.
• All brands are represented in rows and the columns
represent the product category as shown in the
image below.
• Brand-product matrix helps in showcasing different brands in any given
product category.

• In that respect brand hierarchy is graphical representation of company’s

products and its brands.

• Hierarchical structure starts with corporate brand and then showcases

different product category and below brands.

• This sort of presentation helps devise marketing strategy at many levels

and forms.
• The rows of the brand-product matrix represent
brand-product relationships and capture the brand
extension strategy of the firm in terms of the
number and nature of products sold under the
firm’s brands.
• A brand line consists of all products–original as well
as line and category extensions–sold under a
particular brand.
• Thus, a brand line would be one row of the matrix.
Breadth and depth of branding strategy
• Brand awareness can be distinguished in terms of
two key dimensions—depth and breadth.

• Depth of brand awareness refers to how easily

customers can recall or recognize the brand.

• Breadth of brand awareness refers to the range of

purchase and consumption situations in which
the brand comes to mind.
Ford Brand Portfolio
 Brand Hierarchy
■ A means of summarizing the branding strategy by
displaying the number and nature of common and
distinctive brand elements across the firm’s
products, revealingthe explicit ordering of brand
elements.
■ A useful means of graphically portraying a firm’s
branding strategy.
Designing a long term brand strategy
 Identify your brand positioning
• First things first, you need to identify where
you want to position your brand in the
marketplace.
• This means spending some time figuring out
where you want your brand to sit in the
marketplace and how you want consumers to
perceive your brand. Without this
information, your entire brand strategy won’t
have a leg to stand on.
 Create a brand positioning statement
• A brand positioning statement is a few sentences
that capture the essence of your brand.

• It’s a chance for companies to highlight what they

do, why they're different from competitors, and
who their customers are.
• Think of it as the backbone of your brand
strategy.

• Ranging from your marketing activity to product

development, this statement will inform all of
your business decisions and make sure that
everything is aligned with the company brand
and expectation
 Align your brand strategy with the business strategy
• To create a brand strategy for long-term success,
it must align with your business strategy.

• After all, if your brand strategy doesn’t contribute to

the overall growth of the company, it’s not serving its
purpose.

• Think of your business strategy as the context from

which your brand strategy is created.

• Use your business goals, objectives, and KPIs to guide

your brand strategy.
• As a result, everything in your brand strategy plays a
role in the overall growth and success of the company.
Example :

• Imagine one of your company KPIs is to increase

revenue from returning customers.

• To support this KPI, you decide to focus your

brand strategy on customer loyalty.
 Identify and understand your target audience
• Creating a brand strategy is pretty pointless if you don’t
know who your target audience is.

• Without knowing who you’re targeting, your brand

strategy can lack the direction it needs to target the right
people and be successful in the long run.

• And with 67% of consumers saying that brands need to

provide personalized experiences, it’s clear that you need
to provide them with a tailored and customized experience.
• Create relevant and useful content
• Every piece of content you share reflects your brand.
• Whether that’s a social media post or an article on your
website, it all represents who you are as a company.
• And with a recent survey showing that 79% of customers
find user-generated content influencing their purchasing
decisions, the importance of content is apparent.
•
• Collaborate with other brands
• Strategic partnerships can be incredibly useful for
developing your brand strategy.

• The process involves partnering with other companies

to cross-promote your product or service.

• As a result, you get to reach a new audience, increase

your brand awareness, and provide added value to
existing customers.
Brand Extensions
“When a firm uses an established
brand name to introduce a new
product”
 Types of Brand Extensions
• Brand extension classification
– Line extension
• Using a sub-brand to target a new market segment
within the same product category
– Category(Brand) extension
• Using the parent brand in a different
product category
 Advantages of Extensions
• Facilitate new product acceptance
– Improve brand image
– Reduce risk perceived by customers
– Increase the probability of gaining distribution and
trial
– Increase efficiency of promotional expenditures
– Reduce costs of introductory and follow-up marketing
programs
– Avoid cost of developing a new brand
– Allow for packaging and labeling efficiencies
– Permit consumer variety seeking
 Advantages of Extensions
• Provide feedback benefits to parent brand
– Clarify brand meaning
– Enhance the parent brand image
– Bring new customers into brand franchise and
increase market coverage
– Revitalize the brand
– subsequent extensions
 How Customers Evaluate Brand
Extensions
• Managerial assumptions
– Consumers have some awareness of and positive
associations about the brand in memory
– At least some of these positive associations are
evoked by the brand extension
– Negative associations are not transferred from the
parent brand
– Negative associations are not created by the brand
extension
 Creating Extension Equity
1. Salience of parent brand associations in the
minds of consumers in the extension context
2. Favorability of any inferred associations in the
extension context
3. Uniqueness of any inferred associations in the
extension context
 Contributing to Parent Brand Equity
• Compelling
• Relevant
• Consistent
• Strong
 Successful Extensions

• Must create points-of-parity and points-of-

difference in extension category
– Must recognize competitive reactions
• Must enhance points-of-parity and points-
of-difference of parent brand
• Must maximize the advantages and
minimize the disadvantages of brand
extensions
 Successful Category Extensions

• Fastrack watches –Bags – Glasses

• Garnier – Shampoos- fairness cream-etc
• Ponds: Talcum powder-cold cream- fairness
cream…
• Tata –steel-Hotel Industry------
• Samsung- Refrigirator-Tv-Laptops- Mobile
phones
• Dettol….
 Unsuccessful Category Extensions

• Britannia ‘s cheese, butter,

flavoured milk
• Nestle’s flavoured milk drink
• Ponds soap & toothpaste
 Evaluating Brand Extension Opportunities

• Define actual and desired consumer

knowledge about the brand
• Identify possible extension candidates
• Evaluate the potential of the extension
candidate
– The likelihood that the extension will realize the
advantages and avoid the disadvantages of brand
extensions. As with any new product, analysis of
consumer, corporate, and competitive factors can
be useful.
When are brand extensions appropriate?

• If they see some basis of “fit” or similarity

between the proposed extension and parent
brand
• The major mistake in evaluating extension
opportunities is failing to take all of consumers’
brand knowledge structures into account.
• Often, marketers mistakenly focus on only one
brand association and ignore other potentially
important brand associations in the process.
 Errors in Brand Extensions
• Narrow vision of the brand
• Discontinuing of Brand Name
• Going by past Decisions
• Destructive Extensions
• Extending Brand name to simple products
• Extending to complementary products
• Disadvantages of Brand Extension
• Brand extension in unrelated markets may lead
to loss of reliability if a brand name is extended
too far. An organization must research the product
categories in which the established brand name
will work.
• There is a risk that the new product may generate
implications that damage the image of the
core/original brand.
• There are chances of less awareness and trial because
the management may not provide enough investment
for the introduction of new product assuming that the
spin-off effects from the original brand name will
compensate.

• If the brand extensions have no advantage over

competitive brands in the new category, then it
will fail.
Reinforcing Brands
• Generally, we reinforce brand equity by
marketing actions that consistently
convey the meaning of the brand to
consumers in terms of brand awareness
and brand image.
Managing Brands over Time
• Effective brand management requires taking a
long-term view of marketing decisions
– Any action that a firm takes as part of its
marketing program has the potential to change
consumer knowledge about the brand.
• These changes in consumer brand knowledge from
current marketing activity also will have an indirect
effect on the success of future activity also will have
an indirect effect on the success of future marketing
activities.
 Consumer response to
past marketing activities

Brand awareness and brand image

Consumer response to
current marketing activities

Changed brand awareness and brand image

Consumer response to
future marketing activities
 Reinforcing Brands
• Maintaining brand consistency
– Consistent marketing support in amount and
nature
• Protecting sources of brand equity
• Fortifying versus leveraging
– Trade-off
• Fine-tuning the supporting marketing program
 Consistency in
amount and nature
Brand Awareness
of marketing
support
•What products does the brand represent?
Innovation in product
•What benefits does it supply?
design, manufacturing
•What needs does it satisfy?
and merchandising Continuity in brand
Brand meaning; changes in
Reinforcement marketing tactics
Strategies
Brand Image
Relevance in user Protecting sources
•How does the brand make products superior? of brand equity
and usage imagery
•What strong, favorable, and unique brand
associations exist in customers’ minds?
Trading off
marketing
activities to
fortify vs.
leverage brand
equity
 Strategies to Revitalize Brands
• Expanding brand awareness
– Breadth challenge
• Improving brand image
– Repositioning the brand
– Changing brand elements
• Entering new markets
 Expanding Brand Awareness
• Increasing usage
– Increasing the level or quantity of consumption
– Increasing the frequency of consumption
• Identifying new or additional usage opportunities
– Communicate appropriateness of more frequent use in
current situations
– Reminders to use
• Identifying new and completely different ways to
use the brand
 Improving the Brand Image
• Repositioning the brand
– Establish more compelling points of difference
– In some cases, a key point of difference may turn out
to be nostalgia and heritage rather than any product-
related difference.
– Other times we need to reposition a brand to establish
a point of parity on some key image dimension.
• Changing brand elements
– Convey new information or signal that the brand has
taken on new meaning
Brand management careers
 A brand is a name, term or a symbol or the
combination of all, which let everyone to
identify the product (or organization) by its
name.

 A brand is actually a reputation that projects a

product or services to the customer.
• Required Qualities and Tasks of a Brand Manager
• A brand manager should be a practical thinker, results-
oriented, energetic, organized, creative and
methodological to deal with various brands in the
market.
• A brand manager should have a strong administrative,
analytical marketing skill to analyze other brands.
• Brand manager has to predict future marketing trends.
Analyzing future trends is one of the biggest task that a
brand manager does.
• Knowledge regarding the Trademarks, Copyrights, and
Patents in the market are also taken care of by the
executives of a brand management system.
• Career Paths in Brand Management

• Brand management is a career line which is available in

every company.
• There is a wrong perception that the brand management
system is present only in FMCG companies.
• But the truth is every industry like fashion, technology,
internet or e-commerce, clothing, bottled water and many
more have a brand management system which takes care of
all the brandings in the company.
Typical Job Profiles in Brand Management
• Marketing Executive
• Assistant Brand Manager
• Marketing Analyst
• Brand Manager
• Senior Brand Manager
• Marketing Director (Head of the Division or
Department):
 Role of Brand Managers
• Developing and executing a marketing
program for the product line described in an
annual marketing plan;
• Approving ad copy, media selection, and
package design; and
• A role in planning, implementing, and
controlling marketing strategy.
Global Brand Strategies
 A global brand is a brand with a
consistent identity across markets.
 This identity can be in the form of a
name, a logo, a tagline, or a combination
of all these identity attributes that
differentiates it from competitors.
 Think Apple. Think Google, Coca-Cola or
IBM.
Five Different Types of Branding Strategies
• Company Name Branding. Well-known brands
leverage the popularity of their own company
names to improve brand recognition. ...
• Individual Branding.
• Attitude Branding.
• Brand Extension Branding.
• Private-Label Branding.