INTRODUCTION TO UNIT I

BRAND MANAGEMENT
 Im sure you can identify
most of the logos and
THESE ARE SOME associate them with the

LOGOS name of their

companies. Can’t you?
SO WHAT IS A BRAND?
A brand is a name, term, sign, symbol or design or a combination
of them, which is intended to identify the products or services of a
business and differentiate them from other manufacturers.

A newer definition of brand:-

A brand is the way a company, organization, or individual is
perceived by those who experience it. More than simply a name,
term, design, or symbol, a brand is the recognizable feeling a
product or business evokes.
APPLE, COCA-COLA, PETER
ENGLAND, PUMA, BRITANNIA,
TATA…… ETC. ARE ALL
BRANDS.
ELEMENTS OF A BRAND

Brand Brand
Compass Personality

Company Name and

BRAND COMPASS
It’s the outcome of the work done in the brand strategy
phase, including research and positioning. A brand
compass shows the direction your brand is headed and
why. It is made up of five parts: Purpose, Vision, Mission,
Values, and Strategic Objectives.
COMPANY CULTURE
Company culture is a spirit of collective purpose and
inspiration that drives your brand. The strongest company
culture is founded on a brand’s core values, those
principles that define how your brand engages with the
world and why. 
BRAND PERSONALITY
Brand personality is the unique spectrum of thoughts,
emotions, and behavioural patterns that are intrinsic to a
brand. Its personality includes a brand’s most
individualistic traits. Dove, for example, chooses sincerity
as its brand personality, to attract feminine consumers. A
brand’s personality is the reason it is identifiable to its
loyal customers and the basis for the highly personal
relationships they form with it.
NAME AND TAGLINE
A brand’s name and tagline are its most immediate face to the
world. A lot goes into the creation of a brand’s name and tagline.
In depth market research, brainstorming, refinement, testing—the
process is designed to ensure that these monikers are not only
meaningful but ownable as well.
A strong name conveys a brand’s unique value propositions,
differentiating it from the competition and leaving a strong
impression on those who experience it.
BRAND IDENTITY
A brand’s identity is more than just its logo. An effective identity
will embody all of the defining characteristics of a brand, including
its personality, promise, and purpose. The brand’s identity is its
stamp on the world—an aesthetic symbol full of meaning that has
the power to communicate your brand’s essence in a visual instant
to all who experience it.