BRAND MANAGEMENT

INTRODUCTION

• In marketing brand management begins with an analysis

on how a brand is currently perceived in the market,
proceeds to planning how the brand should be perceived
its objectives and continues with ensuring that the brand
perceived as the planned and secure its objectives.
MEANING OF BRAND MANAGEMENT

• Brand management is the application of marketing

techniques to a specific product, product line, or brands.
It seeks to increase the product’s perceived value to the
customers and there by increase brand franchise and
brand equity.
 Elements of brand management
 Brand Identity
 Brand image
 Brand Personality
 Brand communication
 Brand Awareness
 Brand Positioning
 Brand Equity
 Brand Knowledge
 Strategic Brand Management Process
• Brand management process involves four main steps
which are as follows:
STEP- 1
1. Identifying and establishing brand positioning and
values
• Mental maps
• Competitive frame reference
• Points of parity and points of difference
• Core brand associations
• Brand mantra
Step-2
2. Planning and implementing brand marketing programs
• Mixing and matching of brand elements
• Integrating brand marketing activities
• Leveraging secondary association
Step-3
3. Measuring and Interpreting Brand Performance.
• Brand value chain
• Brand audits
• Brand tracking
• Brand equity management system
Step-4
4. Growing and sustaining equity
• Brand product matrix
• Brand portfolios and hierarchies
• Brand expansion strategies
• Brand reinforcement and revitalization
 Emerging trends in Brand Management

• Personalization
• App savvy
• Democratic branding
• Open paradigm
• Leverage technology
 Conclusion
• In conclusion, brand management has become much
more challenging in this rapidly changing world.
• Building brand equity.
• Rethinking our current marketing strategy.
THANK YOU