PRODUCT AND BRAND

MANAGEMENT
MKT 472

3 CREDITS
Brand building process – crafting the
brand objectives & designing the brand
identity
Consumer perception is driven by interaction with
the brand

Direct Interaction Indirect Interaction

Consumption of brand Observe others using the brand
Direct usage Word of mouth (WOM)
Gather viewpoint by using and Gather information from friends
comparing and family
Thus, brand image and identity are shaped.
What is it’s IDENTITY?
What is it’s IMAGE?
Strategic brand building
and management process
 Strategic Analysis – External

Politico-legal environment: laws, government

agencies, rules; follow legal norms

Economic environment: purchase and spending

patterns of consumers

Socio-cultural environment: culture and society

affects consumption habits and buying behaviors;
current trend influencers

Technological environment: shapes production,

delivery, innovation

Environment: Environment and protection

Legal considerations
Porter’s 5 forces analysis Strategic Analysis – External

Competitor
Analysis

Industry Supplier
Analysis
Substitutes
Rivalry

Customer
Analysis
The detergent
wars….
Industry Analysis