BRAND MANAGEMENT

INTRO TO THE COURSE

Satadruta Mookherjee (Fiona)

Assistant Professor
Marketing
 OUTLINE OF THE SESSION

1. What is a brand?
2. Why do brands matter?
3. Can anything be branded?
4. The brand equity concept
5. Strategic brand management process

à To do (if time allows)

à Case study presentation

2 Brand Management
1. WHAT IS A BRAND?
 1. WHAT IS A BRAND?

4 Brand Management
 1. WHAT IS A BRAND?

Has been around for centuries as a means to

distinguish the goods of one producer from à From the old German word
those of another… brandr (to burn)

The original branding process did not

involve animals but rather, it was
used on people, slaves, who were
captured during raids of the Vikings
and was a way of signally status and
ownership over conquered peoples

The term “brand” still have relevance

today

5 Brand Management
 1. WHAT IS A BRAND?

Today we have
come full circle!!!

Why might consumers choose to

do this? What are they trying to
communicate by such practices?

6 Brand Management
 1. WHAT IS A BRAND?
A name, term, design, symbol, or any other feature that
identifies one seller’s good or service as distinct from
those of other sellers. The legal term for brand is
trademark. A brand may identify one item, a family of
items, or all items of that seller. If used for the firm as a
whole, the preferred term is trade name (AMA MK1).
American Marketing Association Mark I
A Brand is a distinguishing name and/or symbol
intended to identify the goods and services of one
seller and to differentiate those goods and services
from those of competitors.
David Aaker, Vice Chairman of Prophet and Professor
Emeritus, Hass Business School, University of
California, Berkeley. Author of over 100 articles and 14
books on branding including classics such as
Managing Brand Equity and Building Strong Brands.
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A brand is a customer experience represented by a
collection of images and ideas; often, it refers to a
symbol such as a name, logo, slogan, and design
scheme. Brand recognition and other reactions are
created by the accumulation of experiences with
the specific product or service, both directly
relating to its use, and through the influence of
advertising, design, and media commentary.
American Marketing Association Mark II
The intangible sum of a product’s attributes: its
name, packaging, and price, its history, its
reputation, and the way it’s advertised.
David Ogilvy (1911–1999), hailed as “Father of
Advertising,” founder of Ogilvy & Mather,
inspiration for the Don Draper character in TV
show Mad Men and author of Confessions of an
Advertising Man. Focus was on the BIG IDEA.
Clients included Dove, Hathaway, Rolls-Royce,
Schweppes, Shell, and many others.
 1. WHAT IS A BRAND?

What people say about you

when you aren’t in the room.
Jeff Bezos (founder and CEO of Amazon.com).

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 1. WHAT IS A BRAND?
o What characterizes a strong brand:
– Identification: to clearly identify a particular set of marketplace offers.
The brand’s various markers indicate authenticity and provide the user
with confidence

9 Brand Management
 1. WHAT IS A BRAND?
o What characterizes a strong brand:
– Distinction: those managing brands have always been concerned
with uniqueness. Users’ brand relationships are often built around the
unique benefits that the brand provides.

Harley Davidson went as far as to petition

American courts to legally protect their
motorcycle’s distinctive sound

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 1. WHAT IS A BRAND?
o What characterizes a strong brand:
– Differentiation: users may use brands to differentiate themselves from
others

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 1. WHAT IS A BRAND?
o What characterizes a strong brand:
– Meaning: Strong brands are rich with meaning. This meaning can
include a wide array of associations, personalities, personas or
archetypes, and cultural codes and myths

A rich heritage initially with working-class

men, before gaining associations with the
1960s “Summer of Love,” rock and roll,
LBGT communities, and so on

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 1. WHAT IS A BRAND?
o What characterizes a strong brand:
- Value: Brands must provide value, to firms and to users. This
value can include functional performance, emotional resonance,
identity reinforcement, linking value, and financial return.

Collectively these are forms of brand equity and can

represent in excess of 70 percent of a firm’s share value.

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 1. WHAT IS A BRAND?
o What characterizes a strong
brand:
– Experienced: Brands represent promises
to users. The true test of that promise,
however, lies in use (broadly defined). For
this reason practitioners often claim that
“brands are built from the inside out” (the
implications of which we’ll return to later).
In fact, for some brands, there may be
nothing more than an experience and a
bundle of sensations.

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 1. WHAT IS A BRAND?
o What characterizes a strong brand:
– Authored: Brand meaning is generated or shaped by multiple authors,
especially today through social media. For example, ask consumers
why they buy Apple and typically they respond with claims about
“being different” or “creative.” It is unlikely they woke up one morning
and decided Apple was defined that way. Instead, the brand’s
campaigns have highlighted these associations over time …

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 1. WHAT IS A BRAND?
o Who Co-creates Brand Meaning?
– Douglas Holt identifies four “authors” of brand meaning

NOT solely responsible for

creating the meaning of the
brand

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 1. WHAT IS A BRAND?
Marketing

Branding

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 1. WHAT IS A BRAND?

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 1. WHAT IS A BRAND?
o A Short History of Brand Management

https://www.skyword.com/contentstandard/branding-brief-history/

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2. WHY DO BRANDS MATTER?
 2. WHY DO BRANDS MATTER?

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 2. WHY DO BRANDS MATTER?
o Brand value à is the financial worth of the brand

60 percent of the
value of a firm could
be attributed to
intangible assets
such as brands

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3. CAN ANYTHING BE BRANDED?
 3. CAN ANYTHING BE BRANDED?
o Physical goods

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 3. CAN ANYTHING BE BRANDED?
o Services
Services is that they are
less tangible than products
and more likely to vary in
quality … Branding can be
particularly important to
service firms as a way to
address intangibility and
variability problems

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 3. CAN ANYTHING BE BRANDED?
o Retailers and distributors
Brands can generate
consumer interest,
patronage, and loyalty in
a store, as consumers
learn to expect certain
brands and products
…To the extent “you are
what you sell,” brands
help retailers create an
image and establish
positioning

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 3. CAN ANYTHING BE BRANDED?
o Digital brands
Online marketers now
realize the realities of
brand building

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 3. CAN ANYTHING BE BRANDED?
o People and organizations

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 3. CAN ANYTHING BE BRANDED?
o Sports, arts and entrainement

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 3. CAN ANYTHING BE BRANDED?
o Geographic locations

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 3. CAN ANYTHING BE BRANDED?
o Ideas and causes

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4. THE BRAND EQUITY CONCEPT
 4. THE BRAND EQUITY CONCEPT
o Brand equity à a tool to interpret the potential effects of
various brand strategies

o One of the most popular and potentially important marketing

concepts to arise in recent years
Has elevated the importance of
the brand in marketing strategy
and provided focus for
managerial interest and research
activity
Has been defined a number
of different ways for a variety
of purposes

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 4. THE BRAND EQUITY CONCEPT
o Branding is all about endowing products and services with the
power of brand equity

o Brand equity consists of the marketing effects uniquely

attributable to a brand

à Reinforces how important the brand is in

marketing strategies

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5.STRATEGIC BRAND
MANAGEMENT PROCESS
 5.STRATEGIC BRAND MANAGEMENT
PROCESS
o Strategic brand management à the design and
implementation of marketing programs and activities to build,
measure, and manage brand equity

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ALL GOOD?
 TO DO…
o Pick a brand that says something about who you are, and one
that says something about who you would like to be.
– Why did you choose these brands?
– How and where do you use these brands?

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 KEY POINTS OF THE SESSION
1. Brand à a name, term, sign, symbol, or design, or some combination of these
elements, intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors

2. The different components of a brand (brand names, logos, symbols, package

designs, and so forth) are brand elements

3. A brand is distinguished from a product, which is defined as anything that can be

offered to a market for attention, acquisition, use, or consumption that might
satisfy a need or want (may be a physical good, service, retail store, person,
organization, place, or idea)

4. Branding is a strategic process to leverage 1/ Brand equity (to the importance of

a brand in the customer's eyes) and 2/ brand value (the financial significance the
brand carries). Both brand equity and brand value are educated estimates of how
much a brand is worth

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