You are on page 1of 24

BRAND MANAGEMENT

BRAND
Name, term, sign, design symbol, or the combination of them that identify a product/service of a company

BRAND IS IMPORTANT. WHY ? ? ?

It makes emotion agreement consistent and stable It can penetrate each culture and market It can create the interaction communication toward the consumer Influential in forming customer behavior It ease buying decision process by customer The ability to grow as the biggest asset of company

Framework for Brand Management


Market Analysis Consumer Analysis Consumer Truth Market Niches Brand Ideas Brand Platform Brand Architecture Communication (Marketing Mix ) Company Analysis Product Truth

Market Truth

Brand Equity

BRAND EQUITY
Definition : A set of asset and liabilities linked to a brand, its name, symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers.

BRAND EQUITY CONCEPT


Perceived quality

Brand awareness

Brand association Other propriety brand asses

Brand
loyalty

Brand equity (Name, Symbol)

value to
customer

value to
company

VALUE TO CUSTOMER
INTERPRETATION / PROCESSING OF INFORMATION CONFIDENCE IN THE PURCHASE DECISION USE SATISFACTION

VALUE TO COMPANY :
EFFICIENCY AND

EFFECTIVENESS OF MARKETING PROGRAMS BRAND LOYALTY PRICES / MARGINS BRAND EXTENSIONS TRADE LEVERAGE COMPETITIVE ADVANTAGE

BRAND AWARENESS

The Awareness Pyramid

Brand Awareness :
The ability of potential buyer to recognize or recall that brand is a member of a certain product category

Top of mind Brand Recall

Brand Recognition

Brand Unaware

HOW BRAND AWARENESS WORKS TO HELP BRAND ?


Anchor to which other association can be attached Familiarity - Liking

Substance / Commitment

Brand to be considered

Be different & memorable


HOW TO ACHIEVE AWARENESS ??? Involve a slogan or jingle Symbol exposure

Publicity
Event sponsorship Consider brand extensions Using cues Recall requires repetition

The recall bonus

BRAND ASSOCIATION

ANYTHING LINKED IN MEMORY TO A BRAND

HELP PROCESS/RETRIEVE INFORMATION


DIFFERENTIATED REASON TO BUY

WHAT IS THE VALUE OF BRAND ASSOCIATION ?

CREATE POSITIVE ATTITUDE / FEELINGS BASIS FOR EXTENSIONS

PRODUCT ATTRIBUTES

INTANGIBLES ATTRIBUTES

CUSTOMER BENEFITS
RELATIVE PRICE

COUNTRY/ GEOGRAPHIC AREA

ASSOCIATION THAT CONNECTED TO BRAND

USE/ APPLICATION

USER / CUSTOMER

COMPETITORS CELEBRITY/ PERSON

PRODUCT CLASS

LIFE STYLE / PERSONALITY

ASPECTS OF BRAND ASSOCIATION


CUSTOMERS CONFIDENCE TOWARD BRAND

BRAND ABSTRACTNESS CUSTOMERS FAVORABLE TOWARD BRAND

PERCEIVED QUALITY

CUSTOMER PERCEPTION OF THE OVERALL QUALITY OR SUPERIORITY PRODUCT OF A PRODUCT OR SERVICE WITH RESPECT TO ITS INTENDED PURPOSE, RELATIVE TO ALTERNATIVES

PERCEIVED QUALITY DIMENSION


PRODUCT
PERFORMANCE

SERVICE
TANGIBLES RELIABILITY COMPETENCE RESPONSIVENESS EMPATHY

FEATURES CONFORMANCE RELIABILITY DURABILITY SERVICEABILITY FIT & FINISH

REASON TO BUY DIFFERENTIATION PREMIUM PRICE

VALUE OF PERCEIVED QUALITY

CHANNEL MEMBER INTEREST

BRAND EXTENSIONS

BRAND LOYALTY

A measure that could give description about the possibility whether the consumer will switch to another brand, mainly when the brand is changing (the price or other attributes).

TRADE
LEVERAGE

REDUCED MARKETING COSTS

VALUE OF BRAND LOYALTY

ATTRACTING NEW

CUSTOMER

PROVIDE TIME TO RESPOND TO COMPETITIVE THREATS

BRAND LOYALTY PIRAMID


COMMITTED BUYER

LIKING THE BRAND


SATISFIED BUYER HABITUAL BUYER

SWITCHER

CREATING & MAINTAINING BRAND LOYALTY


TREAT THE CUSTOMER RIGHT STAY CLOSE TO THE CUSTOMER MEASURE/MANAGE CUSTOMER SATISFACTION CREATE SWITCHING COSTS PROVIDE EXTRAS

BRAND LOYALTY