Brand

Management
Objectives of Session
In this Unit, you will learn:

What is a Brand

Explain the importance of Brands

Describe the attributes of a strong brand

Describe the Purpose of Brand Management

Brand Identity

Importance and need of Brand Identity

Brand Personality
 Brand

A name, term, sign, symbol or design,

or a combination of them, intended to identify
the goods or services of one seller or
Group of sellers and to differentiate
them from those of competitors.
 What is a Brand?
Brand is the seller’s promise to deliver
the same bundle of benefits/services
consistently to buyers.
On the other hand a name becomes a
brand when consumers associate it with
a set of tangible and intangible benefits
that they obtain from the product or A product is any offering by a
service. company to a market that serves
to satisfy customer needs and
wants. A product can be an
object, service, idea, etc.

Brands are not

the same as
Products.
 What is a Brand?
Brand is a promise that the product will perform as per
customer’s expectations.

The popular Starbucks has earned its brand image from the
opinions of its customers.

The brand Starbucks stands for bolder, more flavorful

coffee.

Thus, you can see that Brands are “what the consumers
buy”, while products are “what concern/companies make”.

Nokia brand promises ‘trust’ and ‘strong technology’

Some examples of well known brands are Wrangler, Audi,

Samsung, Coca Cola, etc.
Why do Brands Matter?
The main reason A brand helps A strong
consumers flock make a mark and brand makes
Brands help
to some brands differentiate a people aware
A Brand is a customers to
Brands have and ignore others good or service of what the
promise that connect to
become is that behind the from others in company
the product the product
important drivers brand stands an marketplace. represents
will perform as or service on
of growth for any unspoken and about the
per customer’s an emotional
organization, promise of value. different
expectations. level.
good or service. offerings of
the company.

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Why do Brands Matter?

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 Marketing Advantages of Strong Brands
• Improved perceptions of product • Elastic consumer response to
performance price decreases

• Greater loyalty • Greater trade cooperation

• Less vulnerable to competition • Increase in effectiveness of

Integrated Marketing
• Less vulnerable to crises Communication

• Larger margins • Licensing opportunities

• Brand extension opportunities

• Inelastic consumer response to price
increases
Gillette as a Strong
Brand
Gillette is one of the strongest brands in the market of men’s personal care products.
It has tied the actual quality of its products to various intangible factors such as:

User Imagery
The type of person who uses Gillette, the type of situations in which the brand
is used, the type of personality Gillette portrays etc.

Technology
Its razor blades are as technologically advanced as possible through
continuously spending millions of dollars in R&D.

Sub-branding
It has developed several sub brands such as Trac II, Altra, Sensor, Mach3 to
remain on top of its competitors.

Enhancements
It makes constant improvements with modifiers like Altra Plus, Sensor Excel.
Gillette as a Strong
Brand
Gillette’s tagline, 'The Best A Man Can
Get’, showcased in its ads through the
years has created a consistent,
intangible sense of product superiority.

Gillette has created a strong brand

image in totality - that is, all the
different perceptions, beliefs,
attitudes and behaviors customers
associate with their brand.

To keep this strong brand presence,

Gillette is very protective of the name
carried by its razors, blades and
associated toiletries. Hence, Braun is
used for the company's electric
razors and its oral care products are
marketed under the name, Oral B.
What is Brand Management?

Now, that you have learnt

about ‘brands’, let us see
what is brand management.

Brand management is the process

of building, managing and
improving a brand.

It begins by having a thorough

knowledge of the term “brand”.

Hence, brand management includes

developing a promise, making that
promise and maintaining it.

It means defining the brand, positioning the brand,

and delivering the brand. It is an art of creating
and sustaining the brand.
 What is Brand Management?
The tangibles for product brands
include the product itself, its
characteristics, features, price,
packaging, etc.
Branding is assembling of various
The intangibles are made up of the marketing mix medium into a
emotional connections with the
whole so as to give the product an
product / service. identity.

The tangible and intangible Whereas, in case of service Thus, you can see that It is building a
characteristics of brand are brands, the customers’ brand management is all brand name that
managed through Brand experience forms the about Branding. captures the
management. tangibles. customer’s mind.
Purpose of Brand Management
The main aim of branding is to differentiate a company’s products
and services from its competitors.

Branding aims to convey a brand message vividly, create

customer loyalty, persuade the buyer for the product, and
establish an emotional connectivity with the customers and form
customer perceptions about the product.

Brand management plays a crucial role to form brands. The brand

management strategies also provide good support to the brand
so that it can sustain itself in long run.

Also, through brand management, brands are managed and brand

equity is built over a period of time. It helps in building a
corporate image. Thus, only a competent brand management
system can create a successful brand.
Elements of Brand
Brand Identity
 Brand identity is a set of visible elements like logo, design, and color that helps a brand stand
out among its competitors in consumers’ minds.
 Brand identity is how a brand identifies itself. It is the aggregate of brand name, tagline, brand
voice, brand positioning, brand associations, and brand personality.
 Brand identity is a bundle of mental and functional associations with the brand. Associations
are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting
it. These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”),
trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline
(for example - Apple’s tagline is “Think different”),etc.

 Brand identity is the aggregation of what all you (i.e. an organization) do. It is an
organizations mission, personality, promise to the consumers and competitive advantages.
 Brand identity should be futuristic, i.e, it should reveal the associations aspired for the brand. It
should reflect the durable qualities of a brand. Brand identity is a basic means of consumer
recognition and represents the brand’s distinction from it’s competitors.
Why Brand Identity
 An increasingly competitive market makes brands come up with something
new to stand out. By creating a powerful identity for your company, you’ll be
able to find an appropriate position for your brand and create a unique design
that people will recognize.

 You don’t need to have a large market share and a huge customer base like
other well-established brands. However, having a strong brand identity is
critical if you want to receive such benefits as customer loyality, brand
recognition, customer trust, and constant growth. It helps represent your
brand’s values and personality and convey consistent messages across all
marketing channels.
Importance of Brand Identity

 Helps Develop A Suitable Brand Image

 Differentiates The Product From The Competition

 Helps Develop a Personality

 Increase market share

 Get loyalty of consumers

 Organization will carry Good will in market

Examples: Brand Identity

Right from the early 20th century, Coca-Cola has had its brand identity
strategies in place where it associates red and white colours and the feeling
of happiness with its brand. The company also uses a unique shape for its
bottles which makes it unique from the competition.
Cont…

Apple has one of the most differentiating identities as

compared to other brands. The use of the letter ‘i’ before
every product, premium pricing, the look, the logo, and the
voice makes it stand out.
Cont…

McDonald’s is the world’s largest restaurant chain, with 34,480 restaurants in

119 countries. Yet the company has a really consistent brand identity where
it associates the colour red and yellow to it, the tagline and jingle of I’m
lovin’ it, and the mascot Ronald McDonald.
Rich Source of Brand Identity
 SYMBOLS-
 Symbols help customers memorize organization’s products and services. They help us
correlate positive attributes that bring us closer and make it convenient for us to purchase
those products and services. Symbols emphasize our brand expectations and shape corporate
images.
 For instance, Marlboro has its famous cowboy, Pillsbury has its Poppin’ Fresh doughboy,
Duracell has its bunny rabbit, Mc Donald has Ronald, Fed Ex has an arrow, and Nike’s
swoosh. All these symbols help us remember the brands associated with them.
 LOGOS-
 A logo is a unique graphic or symbol that represents a company, product, service, or other
entity. It represents an organization very well and make the customers well-acquainted with
the company. It is due to logo that customers form an image for the product/service in mind.
Adidas’s “Three Stripes” is a famous brand identified by it’s corporate logo.
 TRADEMARKS-
 Trademark is a unique symbol, design, or any form of identification that helps people
recognize a brand. A renowned brand has a popular trademark and that helps consumers
purchase quality products.
 The goodwill of the dealer/maker of the product also enhances by use of trademark.
Trademark totally indicates the commercial source of product/service. Trademark contribute
in brand equity formation of a brand. Trademark name should be original. A trademark is
chosen by the following symbols.
Brand Personality
 Brand personality refers to the association of human characteristics and traits with the
brand to which the customers can relate.

 In simple terms, it refers to brand personification. It is the set of human trait and
characteristics assigned to the brand.

 Brand Personality: Brand personality refers to the set of human traits/characteristics

assigned to the brand. This personality is stems from the visual brand identity
elements and customer interaction.

 The brand personality is how the brands show up and acts in front of the customers. It
comprises of tone, voice, associations, and all elements that make an individual
unique and establish identity.

 The concept of brand personality is best understood when we imagine the brand to be
a person. How would that person speak? How would s/he behave in certain
situations? How does s/he dress up?
Importance of Brand Personality

 Develop Brand Image

 Positions the offering

 Develop emotional connection

 Ease communication

 Immediately attracts the target audience by evoking a feeling of

comfort, familiarity, awe, or respect.

 Association of consumer for long period of time

 Assets for organization

Thank You