Brand Management

Identifying and Selecting Brand Names

Types of Branding techniques:-

1.Individual Brands Names

2.Blanket Family Names
3.Separate family names for all products
4.Company Trade Name combined with
individual names
Individual Brand names
Blanket family names
Separate family names for all products
Company Trade Name combined with
individual names
 Brand Identity
Brand identity is the core existence of a particular
brand

As per Aaker Brand identity is the central concept to

building a strong brand.

"Brand identity is a unique set of associations that

brand strategist aspire to create or maintain. These
associations represent what the brand stands for and
imply a promise to customers from the organization
members."
 Physique Personality
Externalisation

Internalisation
Kapferer's
Brand
Relationship
Identity Culture
Prism

Reflection Self-Image
 Aaker and Myer(1991) Model

Brand Brand Brand

Unknown Brand
Awarenes Acceptabi Preferenc
Brands Loyalty
s lity e

These are also the levels of Brand Equity

 Brand Strategies

Line Brand Multi-

Extension Extension Brands

New Co-
Brands Brands
 Brand Loyalty
•Brand loyalty is derived when customers are continuously
satisfied with the brand over a period of time.

•They are genuinely passionate and emotionally loyal to

the specific brand.

•They will always prefer that brand over the other

competitive brands.

•They will not hesitate in making special efforts for

acquiring that brand.
Levels of Brand Loyalty
High
Hard core loyal

Split Loyal

Shifting Loyal

Switcher

Low