Brand Management

2017
 Recap
• Brand reside in the minds of the customer and are
a sum total of all experience of the customer with
the brand
• To build strong brands, marketers have to build a
strong awareness and a positive image
• Brand Positioning (unique and valuable position
in the minds of the customer )is a critical element
in brand building. Involves :
– Customer Segmentation Desirable
– Competition mapping
– Points of parity
Deliverable
– Points of differentiations Differentiating
 Brand Resonance Model
Building brands as a sequence of steps
1 Identification of brand and an
association with category, class or Who are you?
need
2 Establish brand meaning with
tangible & intangible meanings What are you?
3 Elicit desired customer response
What about
you?
4 Convert responses to intense What about
loyalty
you & me?
Brand Resonance Pyramid
 Brand Salience
Depth & Breadth of Awareness : ease of
recollections, multiple situations of recalling

Product Category Structure : how are product

categories in the mind of the customers

Strategic Implications : where, when , how do

consumers think of the brand
 Brand Performance
• Describes how well the brand meets the
customers’ functional needs
– Rate on objective assessments of quality
– Satisfies utilitarian, aesthetic, and economic
customer needs and wants
• Five main areas :
– Primary ingredients and supplementary features
– Product reliability, durability and serviceability
– Service effectiveness, efficiency and empathy
– Style and design
– Price
 Brand Imagery
How customers think of the brand :
Intangible aspect of the brand. Can be formed indirectly or directly

• User profile/imagery
• Purchase and usage situations/imagery
• Brand personality and values
– Sincerity (down-to-earth, honest, wholesome, and
cheerful)
– Excitement (daring, spirited, imaginative, and up-to-date)
– Competence (reliable, intelligent, successful)
– Sophistication (upper class and charming)
– Ruggedness (outdoorsy and tough)
• Brand history, heritage, and experiences
 Brand Judgement
Customers personal opinion and evaluation of the
Brand. Formed by all performance & imagery
associations
• Quality
• Credibility
– Expertise
– Trustworthiness
– Likeability
• Consideration
• Superiority
 Brand Feelings
Customers’ emotional responses and reactions to
the brand
• Can be of the following types :
• Warmth - Soothing feelings that make consumers feel a sense of
calm or peacefulness.
• Fun - Upbeat feelings that make consumers feel amused, light-
hearted, joyous, playful, and cheerful.
• Excitement - Ability of the brand to make consumers feel energized
and experience something special.
• Security - Ability of a brand to produce a feeling of safety, comfort,
and self-assurance.
• Social approval - Gives consumers a belief that others look
favourably on their appearance and behaviour.
• Self-respect - Brand makes consumers feel better about
themselves
 Brand Resonance
Brand Resonance is when customers are “in sync”
with the brand
Has 2 important parameters : intensity and activity

• Behavioural loyalty
• Attitudinal attachment
• Sense of community
• Active engagement
Brand Resonance Model
 Brand Elements / Identities

• Those trademarkable devices that serve to identify and

differentiate the brand
– Name
– URL
– Logo
– Symbols
– Characters
– Slogans
– Jingles
– Packages
– Signages
Criteria for choosing elements
 Brand Names

CutFresh GoTender

NonVeggy MeatStreet

Mr.Chunky ChopShop

MeatFresh NeatMeat
1 2 3

4 5 6

7 8 9
 Slogans
NeatMeats
No compromises here.

NeatMeats
Cut with care. Packed with love.

NeatMeats
Because you care.

NeatMeats
What your family deserves.
 Slogans Quiz
“Just do it” “Tedha hain par mera hain”
“New thinking, new possibilities” “Ab har wish hogi poori”
“I’m lovin’ it” “Daag ache hain”
“Sense and simplicity” “Desh ka namak”
“Life’s Good” “Aaj kuch toofaney karte hain”
“The power to do more” “Har ghar kuch kehta hain”
“The power of dreams” “Isko laga dala to life jhinga la la”
“Think different” “Bade araam se”
“Keep Walking” “Dimag ki batti jala de”
“Isse sasta aur acha kahin nahin”
Jingles
 Packaging
Important element
 Brand Elements

Brand elements are critical for creating the right

brand imagery
Consistency in what the brand stands for is
important and it helps if all the brand elements
talk the same thing