Brand Management

December 2022 Examination

1.

Introduction:

As we start our exploration of brand and its role in marketing, take a few minutes to watch
the following video about Coca-Cola, which is perhaps one of the most iconic brands of all
time. As you watch this video, look and listen for the all the different elements that contribute
to the thing we call a “brand.” Brands are interesting, powerful concoctions of the
marketplace that create tremendous value for organisations and for individuals. Because
brands serve several functions, we can define the term “brand” in the following ways:
1. A brand is an identifier: a name, sign, symbol, design, term, or some
combination of these things that identifies an offering and helps simplify choice
for the consumer.
2. A brand is a promise: the promise of what a company or offering will provide to
the people who interact with it.
3. A brand is an asset: a reputation in the marketplace that can drive price
premiums and customer preference for goods from a particular provider.
4. A brand is a set of perceptions: the sum total of everything individuals believe,
think, see, know, feel, hear, and experience about a product, service, or
organization.
5. A brand is “mind share”: the unique position a company or offering holds in the
customer’s mind, based on their past experiences and what they expect in the
future.
A brand survives of all the countenance that label talent and burdens of individual seller from
another: name, term, design, style, figures, services touch points, etc. Together, all additives
of the brand work as a emotional compensate or incitement that causes an joining to all
supplementary ideas individual has had about this brand.
The key to construction a brand or agreement similarly American buying participation follow
inside commercial resources pick the brand additives. Brand determinants are the unique
surfaces of your brand, like name, logo, colour blueprints, etc, that counterfeit a compressed,
recognisable likeness for your profession and more interminable into whole you design.
Branded parts further help you bulge from your competitions.
The various types of brand elements are:
Name: A name is a term used for identification by an external observer. They can identify a
class or category of things, or a single thing, either uniquely, or within a given context. The
entity identified by a name is called its referent. A personal name identifies, not necessarily
uniquely, a specific individual human.

 Eg: Sakshi Tai’s Pickle

Logo: A logo is a graphic mark, emblem, or symbol used to aid and promote public
identification and recognition. It may be of an abstract or figurative design or include the text
of the name it represents as in a wordmark

Symbol: A slogan is a memorable motto or phrase used in a clan, political, commercial,

religious, and other context as a repetitive expression of an idea or purpose, with the goal of
persuading members of the public or a more defined target group.

Tagline: In entertainment, a tagline is a short text which serves to clarify a thought for, or is
designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases
associated with an individual, social group, or product. A catchy theme line/tagline is very
important to create a brand identity and strengthen the brand position.

URL: A URL stands for a uniform resource locator, or in other words web address. It is
usually built around what the brand is about or its name to link your company with content
shared on the internet. Taking the definition into consideration, companies seek to find a
space on the web that fits with their brand names. This is not easy since the number of URLs
is increasing dramatically.
A brand recall can be enhanced through URLs. The main URL for strong brands is usually
the literal name of the brand’s name. This helps customers to find the brand easily on the
web.

Packaging: Brand packaging is the process of designing wrappers or packages for a certain
product. The functional components of packing should be chosen carefully by marketers. In
addition to the innovative criteria that are needed to choose catchy colors that express the
brand.

Jingles: Brand jingle is usually referred to as the sound of the brand. It is a short musical
message about a branded product or service that is composed by professional songwriters.
Jingles are meant to convey brand meanings and benefits indirectly to provoke certain
feelings towards the offered products or services. Moreover, it is important in increasing
brand awareness by mentioning the brand’s name multiple times which eases the process of
encoding the needed messages this musical message. “I’m Lovin it” is a well-known example
of McDonald’s’ jingle that has been stuck in people’s time for a long time. This indicates the
success that McDonald's has achieved in influencing people’s thoughts and actions.

 Criteria of choosing brand elements:

In general, there are 6 criteria for brand elements-
1. Memorable: Easily recognised or recalled. Any image or logo that is unforgettable
will easily remain in the minds of the customer. It should be such that it can be
promptly recalled by the customers.
E.g.:

2. Meaningful: Descriptive or persuasive. The brand element should have meant and
should be able to communicate general or specific information about the product.
e.g., The pickle brand shows jar or the elements used for making pickle as the symbol.
This suggests something about the product ingredient, e.g., mango, lemon or chilli
pickle. Thus, this makes it easy to remember along with the nature and purpose of the
brand

. E.g.,

3. Likeable: It should be pleasant, fun, interesting or rich in verbal or visual imagery. It

is very important that brand elements are liked by the consumers. They can be
interesting, and entertaining as well. Brand elements can have images, colours, styles
and themes that are pleasing to the customers.

E.g.,

4. Transferable: The fourth criteria is transferability of brand within and cross product
categories product and geographic boundaries. Brand elements should be able to
reach various product categories and remain same across the cultural and
geographical regions.

 5. Adaptable: Flexible and updatable overtime is adaptability. This is also true in case of
geographical and cultural differences, where the brand elements should be flexible
enough to be accepted everywhere.
E.g.: If the name of the brand is in a particular native language, it will have to be
translated in other languages when considering global availability.

6. Protectable: Legally or competitively. Trademark or copyright. The most important

aspect is that the brand element like the name, logo, brand, character etc must be
legally protected. They should be registered with the concerned governing bodies.
The name colours packaging etc if easily copied the brand can lose its uniqueness.

Conclusion:

Effective stigmatising holds wholeness that shapes the plan of a tenant or instrument in the
minds of shoppers. Names, trademarks, brand marks, work individualities, and trademarks
are regularly guide brand, but these are just individual report. Branding also addresses nearly
all aspect of a customer’s occurrence following a vacationer or amount: visual design, kind,
personality, purchasing incident, area handling clients, accordingly. Branding demands a deep
news of clients and by way of what they information the tenant or harvest. Brand-explanation
demands complete advantage written about and bringing the unique profit include in a party’s
“brand,” but this work can bring enduring rewards.In aids and profession-to-work markets,
tainting can influence either consumers will buy the production and by what system much
they are almost pay. Branding can similarly help in new harvest start by plotting aim, display
plans, and prominence place nothing continued former. When clients present a new product
utilising an existent brand name (a brand maintenance or a spoiled merchandise line), they
can trust purchasers’ sure plans of the decided brand to design better open-mindedness for the
new offering.

 2.

Introduction:
Every surface of our circle has reinforce complex, alive, essential, and aggressive. A
stigmatising plan is no miscellaneous. You want your brand expected important, be best
choice, following a clear view and likeness. But following challenges to some extent mean
the trial, age groups, reward levels, education levels, and interests, it is main to them. A brand
is also some dialogue in a phrase and good is not “good enough”. These challenges are few of
the more worldwide and most recognised challenges in produce your brand: Too commonly,
brands disregard the meaning of the brand creation process. They attempt clever, extending,
and changeable analyses of their brand outside significance a well-defined blueprint guiding
their decisions. Successful brands achieve customers’ trust by gift agreeable,
memorable experiences. It’s a persistent present progress. You need to answer tough
questions about the individual you are as a brand and what you mean. For that, you need
anticipated adequately loyal. In this very free trade, mastery is possessed by changeful your
brand and staying beyond the pack. When you set genius fundamentally your brand incident,
you’ll leave a lasting impression that invites and retains users. When you don’t, you risk
perfecting following a comprehensive, homogenised brand that blends associated the contest
by preference is important. Your brand correspondence is what sets you apart from the
contest. It’s by way of what you excite concerns and build companionships. This decays to
your brand’s look and feel, from allure design to allure tone of voice. Each detail specifies to
by way of what shoppers visualize your brand. Remember, fixedness is key. At the same time,
brands are consistently expanding to stay relevant and equal growing customer assumptions.
It’s main not to overlook your likeness as your brand progresses and cultivates over moment.
Drawing up a set of brand guidances can help hold you located.

Challenges to build brand:

Treating brands as property: The unending pressure to transfer makeshift monetary results
following the breakdown of revelation will lure organisations to give exertion to entity
designs and definable and neglect the objective of creation possessions.

Possessing a irresistible concept: A brand view needs to change itself, resonate following
shoppers and reassure labourers. It needs wonted feasible to implement, attack show at a
lively meeting and drive brand-explanation programs. Visions that work are commonly
bearing many ranges and adaptable to differing footing. They undertake plans hindering that
brand characteristics, organisational law, a better purpose and ordinarily they certainly move
further active benefits.

Creating new substitute classifications: The only dress to progress, following irregular
irregularities, follow nurture “must have” originalities that describe new subcategories and
build hurdles to confine competitors from win consistency. That demands dimensional or life-
changing change and a new ability to control the plans of a subcategory for fear that it wins.

Generating progress brand building: Exceptional plans and executions that take place of the
clutter are certain because lead the brand dream to record. These plans and the murder of civil
service are more critical than the distance of your budget. “Good” is just incompetent. That
resources making sure you catch more plans from more origins, what you ratify you have the
resources occupied to recognise splendour and influence those plans to display – fast.

Achieving Integrated Marketing Communication: IMC is more concealed and bothersome

than continually communicable entirety in mind the diversified patterns you endure pick from
to some extent accumulation, sponsorships, numerical, transportable, intimate issuing and
more. These orders inclined balance all by preference improve cause the TV set background
and options have reinforce so complex, so lively, and cause amount and country silos display
contest and isolation by preference help and plans

Building a Digital blueprint: This field is complex, alive and depressed a differing attitude.
The authenticity is, the trial is supervisory present. New abilities, inventive conduct and new
clothings to agree various buying approaches are essential. Adjust the analytical buying focus
from the gift and the brand to the customer’s sweet spot, that follow mention the exercises
and theory at which they are bizarre or even aspiring about. Develop programs about that
sweet spot in what way the brand is an awake friend, hindering that Pampers functioned
following Pampers Village or what Avon performed following their Walk for Breast Cancer.

Building a Brand Internally: It is hard to acquire money-making linked buying transport or

progress buying outside appendages two together knowledgeable the imagination
and caring about it. The brand view that lacks a substantial purpose will find the provocation
challenge almost pessimistic.

Maintaining Brand Relevance: Brands face three consistency warnings: Fewer customers
buying what the brand is gift, emergent reasons not-to-buy, and required of substance.
Detecting and reacting each demands an detailed news of stock market, plus a excitement to
supply and change.

Creating Brand Portfolio Strategy: Brands need clear parts and ghosts that support those acts.
Strategic brands endure be recognised and resourced, and spoiled differentiators and
energisers bring act and prepared.

 3. a)

Introduction:

Products that I would plan Sakshi for Brand expansion will be Papad namely to announce
categorised as type increase.The Brand expansion types: A brand addition is when a body
uses individual of allure decided brand names on a new productivity or new merchandise
type. It's seldom legendary as brand widespread. The design behind a brand maintenance
follow use the bodies before decided brand equity to help it introduce allure most current
product. The patron depends the brand devotion of allure current customers, that it hopes will
form administration more exposed to new gifts from the permanent brand. If money-making,
a brand expansion can help a customer reach new census, longer allure customer base,
increase shopping, and boost overall profit borders. Brand expansion are of two types-Line
expansion and categorization addition.

Line Extension: Line increase refers to the development of an existent crop line. For instance,
a carbonated soft drink creator strength present a "Diet" or "Cherry" type to allure carbonated
soft drink line, while a toy creator capacity present new figures or appurtenances in allure
line of movement figures. In short, line increase adjoins type to allure existent ploy as a result
landing a more various services base and appealing existent customers following new
options.E.G. Product line addition for Sakshi tai pickle work possibly expansion of pickle
flavours hindering that failure pickle mango pickle ,c chilli pickle, reward pickle etc.

Category Extension: Category or Brand Extension is a tactics by which, a inmate uses the
alike brand to undertake a completely various crop portion. The body influences on the brand
evenhandedness and realisation of allure existent brand to present the new merchandise to
increase sell arrangement. Or model, Godrej that was originally legendary for locks and
cupboards through categorisation increase leveraging on the brand name “Godrej” ground
into possession subdivisions like refrigerators, table and land.E.G. type expansion
accompanying the understanding of Sakshi tai’s business possibly increase of categorisation
other than pickle that possibly Papad, masalas and various affiliated fare parts

Advantages of brand extension

Brand Extension has following advantages:
1. It makes acceptance of new product easy.
2. It increases brand image.
3. The risk perceived by the customers reduces.
4. The likelihood of gaining distribution and trial increases. An established brand name
increases consumer interest and willingness to try new product having the established
brand name.
5. The efficiency of promotional expenditure increases. Advertising, selling and
promotional costs are reduced. There are economies of scale as advertising for core
brand and its extension reinforces each other.
6. Cost of developing new
7. labelling efficiencies.

 8. The expense of introductory and follow up marketing programs is reduced.

9. There are feedback benefits to the parent brand and the organization.
10. The image of parent brand is enhanced.
11. It revives the brand.
12. It allows subsequent extension.
13. Brand meaning is clarified.
14. It increases market coverage as it brings new customers into brand franchise.
15. Customers associate original/core brand to new product, hence they also have quality
associations.

3.b)

Introduction:

Brand presidency has embellish entirely a challenge for brand managers apart from the
Organisations existing. Intense contest and the abandoning gain tutor of a brand attach further
ranges to the brand presidency question. Brand managers mostly pick brand enlargements
directly days. You can check few jutting in the superior display and you will visualise
alternatives of the alike brand riveting the jutting outlook. This is evident entirely cases be it
following a carbonated soft drink brand manager like Coke to a lubricate, soap or
toiletry.Brand managers are continually under opportunity pressure to develop stock market
share and increase profit. Under continual pressure and harsh contest, they find it smooth to
prolong brand enlargements because decide never ending change and an nurtured benefit
understanding to the clients. Brand continuations still help civil service to capture the place
areas having to do with trade that wanting be beneath the guy brand. On the part of the
presidency, brand continuations prove to help in maximising ability exercise and lengthened
controls to the maximum.

The unrelated product category from the list is chocolate.

Disadvantage of the brand extension of this category can be:

1. Brand extension in unrelated markets may lead to loss of reliability if a brand name is
extended too far. An organisation must research the product categories in which the
established brand name will work.

2. There is a risk that the new product may generate implications that damage the
image of the core/original brand.

3. There are chances of less awareness and trial because the management may provide
enough investment for the introduction of new product assuming that the spin-off
effects from the original brand name will compensate.

4. If the brand extensions have no advantage over competitive brands in the new
category, then it will fail.

5. Extending the brand name too far may lead to a loss of reliability, especially if the
brand extension happens in an unrelated market. Thus, companies have to know
which product categories will work and where they can actually use the brand name.

6. If the new product is not that great, it may spell trouble for the core brand’s image.

7. Just because the core brand will lend its brand awareness to the new product, it
doesn’t mean companies don’t have to invest at all. In fact, if they don’t, all their
effort may even have the opposite effect.

8. If the competition in the new category is just better than the brand extension or has an
edge over it, then it’s highly unlikely that the extension will be a success. Extending
the brand name too far may lead to a loss of reliability, especially if the brand
extension happens in an unrelated market. Thus, companies have to know which
product categories will work and where they can actually use the brand name.

9. If the new product is not that great, it may spell trouble for the core brand’s image.

10. Just because the core brand will lend its brand awareness to the new product, it
doesn’t mean companies don’t have to invest at all. In fact, if they don’t, all their
effort may even have the opposite effect.

11. If the competition in the new category is just better than the brand extension or has an
edge over it, then it’s highly unlikely that the extension will be a success.