Brand Management

• What is a Brand
• Brand elements
• Brand vs Product
• Five levels of meaning of a product
• Why do brands matter( For consumers,firms)
• Can anything be branded
• Branding Commodities
• Branding of Physical Goods(B2B PRODUCTS)
• Branding of services
• Branding important for retailers and distributors
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• Understanding market leadership
• Branding Challenges and Opportunities
• Marketing brands in recession
• Brand Equity
• Strategic brand management process
• 1. Identifying and developing brand plans
• 2. Designing and implementing brand marketing programs
• 3. Measuring and interpreting brand performance
• 4. Growing and sustaining brand equity
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• Customer based brand equity(CBBE)-differential
effect,brand knowledge, consumer response to marketing
• Brand equity as a bridge- as reflection of
past,direction for the future
• Brand Knowledge- Brand Awareness(Brand recognition
and brand recall), Brand Image, Associative network memory
model
• Building a strong brand-4 steps(who, what
,what,what, pg 83 )
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• Brand value chain model (pg 136)
• Brand positioning(target market,pg 55 of e
book
• Point of Parity (pg 59)
• Point of difference
• Brand depth and Brand awareness
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• Defining Brand Mantra- Heart and soul of the
brand(pg 99)
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Learning Objectives (pg 148)
• 1. Identify the different types of brand elements.
• 2. List the general criteria for choosing brand elements.
• 3. Describe key tactics in choosing different brand
elements.
• 4. Explain the rationale for “mixing and matching”
brand elements.
• 5. Highlight some of the legal issues surrounding brand
elements.
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• Brand elements, sometimes called brand identities, are those trademarkable
devices that serve to identify and differentiate the brand.
• The main ones are brand names, URLs, logos, symbols, characters,
spokespeople, slogans, jingles, packages, and signage.
• The customer-based brand equity model suggests that marketers should
choose brand elements to enhance brand awareness; facilitate the formation
of strong, favorable, and unique brand associations; or elicit positive brand
judgments and feelings.
• The test of the brand-building ability of a brand element is what consumers
would think or feel about the product if they knew only that particular brand
element and not anything else about the product and how else it would be
branded or marketed.
• A brand element that provides a positive contribution to brand equity
conveys or implies certain valued associations or responses.
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• There are six criteria for brand elements
• 1. Memorable: Easily recognized ,Easily recalled
• 2. Meaningful : Descriptive, Persuasive
• 3. Likable: Fun and interesting ,Rich visual and verbal
imagery ,Aesthetically pleasing
• 4. Transferable: Within and across product categories,
Across geographic boundaries and cultures
• 5. Adaptable :Flexible ,Updatable
• 6. Protectable : Legally ,Competitively
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OPTIONS AND TACTICS FOR BRAND ELEMENTS
Brand Names
1. Simplicity and Ease of Pronunciation and
Spelling
2. Familiarity and Meaningfulness.
3. Differentiated, Distinctive, and Unique
4. Brand Associations
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Naming Procedures.: A number of different procedures
or systems have been suggested for naming new
products. Most adopt a procedure something along the
following lines.
1. Define objectives.
2. Generate names.
3. Screen initial candidates
4. Study candidate names.
5. Research the final candidates
6. Select the final name
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• URL”S- domain names, cybersquatting: Andersen
Consulting selected its new name, it chose the coined word “Accenture”
in part because the URL www.accenture.com had not been registered.
• Logos and symbols: These non–word mark logos are also often
called symbols
• Characters
• Slogans
• Jingles
• packaging
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• Learning Objectives (10/12/2021)
• 1. Identify some of the new perspectives and
developments in marketing.
• 2. Describe how marketers enhance product
experience.
• 3. Explain the rationale for value pricing.
• 4. List some of the direct and indirect channel options.
• 5. Summarize the reasons for the growth in private
labels.
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The New Capabilities of the New Economy

• Consumers :Can wield substantially more customer power.

• Can purchase a greater variety of available goods and services.
• Can obtain a great amount of information about practically anything.
• Can more easily interact with marketers in placing and receiving orders.
• Can interact with other consumers and compare notes on products and services.

• Companies: Can operate a powerful new information and sales channel with augmented
geographic reach to inform and promote their company and its products.
• Can collect fuller and richer information about their markets, customers, prospects, and
competitors.
• Can facilitate two-way communication with their customers and prospects, and facilitate
transaction efficiency.
• Can send ads, coupons, promotion, and information by e-mail to customers and prospects
who give them permission.
• Can customize their offerings and services to individual customers.
• Can improve their purchasing, recruiting, training, and internal and external communication.
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Integration and personalization, in particular, have
become increasingly crucial factors in building and
maintaining strong brands.
Personalisation marketing: for CBBE
1. Experiential Marketing: stronger brand imagery. ex.
Vivo IPL stands
2. One to one marketing: stronger behavioural loyalty
and attitudinal attachment
3. Permission marketing: stronger behavioural loyalty
and attitudinal attachment
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Product Strategy: the great brand , the better product.
Perceived quality: is customers’ perception of the overall quality or superiority of
a product or service compared to alternatives and with respect to its intended
purpose.
Aftermarketing :To achieve the desired brand image, product strategies should
focus on both purchase and consumption. Much marketing activity is devoted
to finding ways to encourage trial and repeat purchases by consumers.(in situ
effect of p&g)
User Manuals
Customer Service Programs
Loyalty Programs. Loyalty or frequency programs have become one popular
means by which marketers can create stronger ties to customers. Their
purpose is “identifying, maintaining, and increasing the yield from a firm’s
‘best’ customers through long-term, interactive, value-added relationships.
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Some tips for building effective loyalty programs follow:
• Know your audience: Most loyalty marketers employ sophisticated databases and
software to determine which customer segment to target with a given program.
Target customers whose purchasing behavior can be changed by the program.
• Change is good: Marketers must constantly update the program to attract new
customers and prevent other companies in their category from developing “me-
too” programs. “Any loyalty program that stays static will die,” said one executive.
• Listen to your best customers: Suggestions and complaints from top customers
deserve careful consideration, because they can lead to improvements in the
program. Because they typically represent a large percentage of business, top
customers must also receive better service and more attention.
• Engage people: Make customers want to join the program. Make the program easy
to use and offer immediate rewards when customers sign up. Once they become
members, make customers “feel special,” for example, by sending them birthday
greetings, special offers, or invitations to special events.
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PRICING STRATEGY
• Price is the one revenue-generating element of the traditional marketing mix, and price
premiums are among the most important benefits of building a strong brand.
• Consumer Price Perceptions: price band(that indicate the flexibility and breadth marketers
can adopt in pricing their brands within a tier.)
• Thus many marketers have adopted value-based pricing strategies—attempting to sell the
right product at the right price
Different approaches to setting prices:
• Value Pricing. The objective of value pricing is to uncover the right blend of product quality,
product costs, and product prices that fully satisfi es the needs and wants of consumers and
the profi t targets of the fi rm. Ex :drop in leading ciggarte price of marlboro.
• However, an effective value-pricing strategy should strike the proper balance among three
key components: • Product design and delivery (ex. signature products) • Product costs
(value pricing) • Product prices(to what extend they pay premium)
Communicating Value. Combining these three components in the right way to create value is
crucial.
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• Price Segmentation: yield management principles or Dynamic pricing
• EDLP( EVERYDAY LOW PRICING)
Reasons for Price Stability. Why then do firms seek greater price stability? Manufacturers
can be hurt by an overreliance on trade and consumer promotions and the resulting
fluctuations in prices for several reasons.
CHANNEL STRATEGY: Channel strategy includes the design and management of
intermediaries such as wholesalers, distributors, brokers, and retailers.
1. Channel Design: Direct Channels and Indirect Channels
From the viewpoint of consumer shopping and purchase behaviors, we can see channels
as blending three key factors: information, entertainment, and experiences.
Consumers may learn about a brand and what it does and why it is different or
special.
Consumers may also be entertained by the means by which the channel permits
shopping and purchases.
Consumers may be able to participate in and experience channel activities.
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Indirect Channels: Retailers . Consumers make assumptions such as “this store only sells
good-quality, high-value merchandise, so this particular product must also be good
quality and high value.”
Push and Pull Strategies.ex. P&G SHELF SPACE IN WALMART
Channel Support.: Manufacturers also can back up their distributors by educating them
about their products so the retail partners can shape an effective sales force.
Two important components of partnership strategies are Retail segmentation activities
and Cooperative advertising programs.
Branded variants(Under retail segmentation activities) : have been defined as branded
items in a diverse set of durable and semidurable goods categories that are not directly
comparable to other items carrying the same brand name.
Cooperative Advertising. One relatively neglected means of increasing channel support is
well-designed cooperative advertising programs. Traditionally, with co-op advertising, a
manufacturer pays for a portion of the advertising that a retailer runs to promote the
manufacturer’s product and its availability in the retailer’s place of business.
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• Direct Channels
Company-Owned Stores : Primarily, they are a means to showcase the
brand and all its different product varieties in a manner not easily
achieved through normal retail channels.
POP-UP STORES: TEMPORARY STORES AT PEAK SEASON
Store-Within-a-Store.
Other Means. Finally, another channel option is to sell directly to
consumers via phone, mail, or electronic means.
Online Strategies The advantages of having both a physical “brick and
mortar” channel and a virtual, online retail channel are becoming
clearer to many firms. Integrated channels allow consumers to shop
when and how they want.
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1. Describe some of the changes in the new media
environment.
2. Outline the major marketing communication options.
3. Describe some of the key tactical issues in evaluating
different communication options.
4. Identify the choice criteria in developing an
integrated marketing communication program.
5. Explain the rationale for mixing and matching
communication options.
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Marketing communications: are the means by which firms attempt
to inform, persuade, and remind consumers—directly or indirectly—
about the brands they sell. In a sense, marketing communications
represent the voice of the brand and are a means by which the brand can
establish a dialogue and build relationships with consumers.

Simple Test for Marketing Communication Effectiveness:

What is your current brand knowledge? Have you created a detailed mental
map? 2. What is your desired brand knowledge? Have you defined
optimal pointsof-parity and points-of-difference and a brand mantra? 3.
How does the communication option help the brand get from current to
desired knowledge with consumers? Have you clarified the specific
effects on knowledge engendered by communications?
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Information Processing Model of Communications.
1. Exposure: A person must see or hear the communication.
2. Attention: A person must notice the communication.
3. Comprehension: A person must understand the intended
message or arguments of the communication.
4. Yielding: A person must respond favorably to the intended
message or arguments of the communication.
5. Intentions: A person must plan to act in the desired manner of
the communication.
6. Behavior: A person must actually act in the desired manner of
the communication.
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For example, from an advertising standpoint, the ideal ad campaign would
ensure that:
1. The right consumer is exposed to the right message at the right place and at
the right time.
2. The creative strategy for the advertising causes the consumer to notice and
attend to the ad but does not distract from the intended message.
3. The ad properly reflects the consumer’s level of understanding about the
product and the brand.
4. The ad correctly positions the brand in terms of desirable and deliverable
points-of-difference and points-of-parity.
5. The ad motivates consumers to consider purchase of the brand.
6. The ad creates strong brand associations to all these stored communication
effects so that they can have an effect when consumers are considering
making a purchase.
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FOUR MAJOR MARKETING COMMUNICATION
OPTIONS:
(1) advertising and promotion:Advertising is any paid
form of nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor.
Ex. Tv, radio , print media(newspapers, magazines)
(2) interactive marketing
(3) events and experiences
(4) mobile marketing
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Brand Positioning and Creative Strategy
1) Brand Positioning 1.1 Brand Mapping 3Cs analysis Consumer analysis
Competitive analysis Competence analysis 1.2 Develop Points of Parity for the
Category Category threshold benefits that are the “entry tickets” 1.3 Develop
Points of Difference Key points of difference that could be magnified
2) Brand Creative Strategy 2.1 To whom are we communicating? Definition of the
target audience The role the brand plays in their life 2.2 What is the objective of
the communication? What is the key deliverable of the communication? 2.3
What is the single minded proposition? What is the one thing that
communication should achieve? 2.4 What are the reasons to believe? Why
should the consumer believe the message? 2.5 What are the creative take off
points What are the creative anchors that the brand can leverage? 2.6 Creative
Approaches Problem solution Slice of life Consumer stories Vivid analogy Vivid
metaphor Song and dance Humor Candid camera Consumer testimonial
Celebrity endorsement
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1. Outline the eight main ways to leverage
secondary associations.(Chapter 7, pg 273)
2. Explain the process by which a brand can
leverage secondary associations.
3. Describe some of the key tactical issues in
leveraging secondary associations from
different entities.
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• Brands themselves may be linked to other entities that
have their own knowledge structures in the minds of
consumers. Because of these linkages, consumers may
assume or infer that some of the associations or
responses that characterize the other entities may also
be true for the brand. In effect, the brand “borrows”
some brand knowledge and, depending on the nature of
those associations and responses, perhaps some brand
equity from other entities. This indirect approach to
building brand equity is leveraging secondary brand
associations for the brand.
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We can leverage secondary brand associations by linking the brand
to the following:
1. Companies (through branding strategies)
2. Countries or other geographic areas (through identification of
product origin)
3. Channels of distribution (through channel strategy)
4. Other brands (through co-branding)
5. Characters (through licensing)
6. Spokespersons (through endorsements)
7. Events (through sponsorship)
8. Other third-party sources (through awards or reviews)
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Ingredient-branding is creating a brand for an ingredient or component of a
product, to project the high quality or performance of the ingredient. EX.
• Horlicks                   DHA ( using it very less)
• Maruti Suzuki        K-Series Engines
• Bajaj Pulsar            DTSI
• Titan Watches        HTSE
• Citizen                   Eco-Drive
• Tata Motors          DriveTech / Quadrajet
• Ford Motors         TDCi
• Hyundai                CRDi
• Good Knight         Activ +
• Godrej Fairglow   Fairness Protein