Affiliated to Devi Ahilya Vishwavidyalaya , Indore.

ADVERTISING SALES PROMOTION AND PUBLIC RELATION

PRESENTATION
ON
EFFECTIVE BRAND MANAGEMENT

SUBMMITTED TO- SUBMMITTED BY-

MS. AYUSHI MALOO NAVNEET MAHAUR

MAYANK SHUKLA

JAYENDRA SINGH
CONTENT
 1. Brand Management
 2. intangible of Brand Management
 3. Effective Brand management
 4. Effective Brand
 5. Elements
 6. Process
WHAT IS BRAND MANAGEMENT?

Brand management is a broad term used to describe marketing

strategies to maintain, improve and bring awareness to the wider value
and reputation of a brand and its products over time. A strong brand
management strategy helps to build and nurture closer relationships with
its audience.
INTANGIBLES OF BRAND MANAGEMENT

 Brand Equity: It’s the value of the brand as a separate asset.

 Brand Image: It is an aggregate of beliefs, ideas, and impressions that a customer holds
regarding the brand.

 Brand Positioning: Positioning is the unique space a brand occupies in the brains of the
customers.

 Brand Associations: The images and symbols associated with a brand or a brand benefit.

 Other Brand Elements: Elements like brand personality, communication elements, etc.

WHAT IS EFFECTIVE BRAND
MANAGEMENT?

 Effective brand management enables the price of products to go up

and builds loyal customers through positive brand associations and
images or a strong awareness of the brand.
 Brand management is a function of marketing that uses techniques to
increase the perceived value of a product line or brand over time.
      

WHAT IS EFFECTIVE BRANDING?

 Effective branding creates an enduring perception in the

minds of your customers and distinguishes you from
your competitors. An investment in branding can pay off
in several ways. Increase mind share.

 When you want a soda, you think of Coca-Cola or Pepsi.

If you need a tissue, Kleenex comes to mind.
WHAT MAKES A BRAND MANAGER
EFFECTIVE?

  Brand
manager must possess skills of analysis and creativity to
implement their ideas and achieve their goals.
 They must develop large-scale marketing strategies as well as
advertising strategies, including both print and digital media.
7 ELEMENTS OF AN EFFECTIVE
BRAND
 Purpose-driven. ...
 Unique. ...
 Knows its target market. ...
 Stays on-brand at all times. ...
 Authentic. ...
 Thick-skinned. ...
 Visually striking: Strong brands have a logo and colors that are unique, instantly
recognizable, and congruent with the brand personality.
WHAT IS STRONG BRAND
EFFECTIVENESS?

Having a strong brand is all about consistent and recognizable

company expressions; to offer not only products and services but also
meaning. In many ways, a strong brand is the nucleus of a company's
success and is the result of an effective brand strategy.
BRAND MANAGEMENT PROCESS
 Brand positioning : describes how to guide integrated marketing to maximize
competitive advantages.

 Brand performance : describes how to create intense, activity loyalty

relationships with customers.

  Brand Marketing : Brand building is the next step in brand management for
a product/service. This process includes creation of the brand by creating
components like pricing, packaging, customer service etc

 Brand value : means to trace the value creation process for brands, to better
understand the financial impact of brand marketing expenditures and
investments
THANK YOU