UNIT IUNIT I

• Brand managementBrand management is the application is the application

of marketing techniques to a specific of marketing techniques to a specific

product, product line, or brand. It seeks product, product line, or brand. It seeks

to increase a product's perceived value to increase a product's perceived value

to the customer and thereby increase to the customer and thereby increase

brand franchise and brand equity.brand franchise and brand equity.

• TITANTITAN

• HERO HONDAHERO HONDA

• BOOSTBOOST

• COCA-COLACOCA-COLA

• PEPSIPEPSI

• CADBURY’SCADBURY’S

• Branding is a afterthought – of significance Branding is a afterthought – of significance

for the marketers, who felt that the product for the marketers, who felt that the product

was more important.was more important.

• It is passively assigning names to pre-It is passively assigning names to pre-

manufactured products.manufactured products.

• The brands are the outcomes of careful and The brands are the outcomes of careful and

well crafted branding strategies.well crafted branding strategies.

• To achieve this end , managers need To achieve this end , managers need

approach branding cautiously and with approach branding cautiously and with

dedication. dedication.

• There are three branding concepts:There are three branding concepts:

a) Brand Awarenessa) Brand Awareness

b) Brand promiseb) Brand promise

c) Global Brandc) Global Brand

BRAND AWARENESSBRAND AWARENESS

• Brand awareness refers to customers' ability Brand awareness refers to customers' ability

to recall and recognize the brand under to recall and recognize the brand under

different conditions and link to the brand different conditions and link to the brand

name, logo, jingles and so on to certain name, logo, jingles and so on to certain

associations in memory. associations in memory.

BRAND PROMISEBRAND PROMISE

• Brand promise is what a particular brand Brand promise is what a particular brand

stands for (and has stood for in the past). stands for (and has stood for in the past).

• Usually, brand promise is an attribute Usually, brand promise is an attribute

common to 'Parent' brands. Herein, the brand common to 'Parent' brands. Herein, the brand

may broadly stand for Quality, Performance, may broadly stand for Quality, Performance,

Trust, or False promises Trust, or False promises

GLOBAL BRANDGLOBAL BRAND

• A global brand is one which is perceived to reflect the same A global brand is one which is perceived to reflect the same

set of values around the world. set of values around the world.

• Global brands transcend their origins and create strong Global brands transcend their origins and create strong

enduring relationships with consumers across countries and enduring relationships with consumers across countries and

cultures. cultures.

• They are brands sold in international markets. They are brands sold in international markets.

• Examples of global brands include Coca-Cola, McDonald's, Examples of global brands include Coca-Cola, McDonald's,

Marlboro, Levi's, Shell, etc. Marlboro, Levi's, Shell, etc.

• The brands like KODAK, BAND AID , The brands like KODAK, BAND AID ,

CADBURY’S etc., shines like stars in CADBURY’S etc., shines like stars in

business universe and these brands enjoy business universe and these brands enjoy

high top of mind recall and generate high top of mind recall and generate

resonance with target markets.resonance with target markets.

• These brands have also passed through These brands have also passed through

their journey of trials and tribulations.their journey of trials and tribulations.

• The brand has to move strength to strength in The brand has to move strength to strength in

establishing its credentials and then earning establishing its credentials and then earning

the love and trust of the market. the love and trust of the market.

• Example – the well known brand SONY.Example – the well known brand SONY.

• It is usually associated with production It is usually associated with production

and distribution in planned economies.and distribution in planned economies.

• Brand moves on to create differentiation Brand moves on to create differentiation

on unique functional benefits and it is on unique functional benefits and it is

given a name. Here secondary demand given a name. Here secondary demand

stimulation begins to happen.stimulation begins to happen.

• Amidst the clutter of functional promise Amidst the clutter of functional promise

the brand now moves to incorporate the brand now moves to incorporate

non-functional dimensions.non-functional dimensions.

• Brand at this stage makes a cross over Brand at this stage makes a cross over

itself and becomes signal or sign of itself and becomes signal or sign of

something else. What it represents something else. What it represents

resides in consumers mind.resides in consumers mind.

• New vigilant customers want to know New vigilant customers want to know

more beyond brands. Buyers forge new more beyond brands. Buyers forge new

set of relationships. Corporate branding set of relationships. Corporate branding

shifts focus to product plus service.shifts focus to product plus service.

• At this stage brand evolves beyond the At this stage brand evolves beyond the

business concerns to identify with business concerns to identify with

social,political,and ethical issues. social,political,and ethical issues.

• The customer commitment is based on the The customer commitment is based on the

ideological congruence.ideological congruence.

• A poor brand is one gets stuck at this stage and A poor brand is one gets stuck at this stage and

does not evolve.does not evolve.

• Evolving technology and standards marks this Evolving technology and standards marks this

stage.stage.

• Product excellence is the first logical step in Product excellence is the first logical step in

breaking away from the poor brand cell.breaking away from the poor brand cell.

• High qualityHigh quality

• Low image.Low image.

• Low qualityLow quality

• High ImageHigh Image

• High qualityHigh quality

• High imageHigh image

• There is no single universally accepted perspective on There is no single universally accepted perspective on

brand.brand.

• Some commonality is observable across all Some commonality is observable across all

perspectives. In order to appreciate the larger reality , perspectives. In order to appreciate the larger reality ,

an understanding of the perspectives is essential.an understanding of the perspectives is essential.

• There are 6 perspectives of brand. There are 6 perspectives of brand.

• A brand is a product, then one that adds other A brand is a product, then one that adds other

dimensions to differentiate it in some way from the dimensions to differentiate it in some way from the

other products designed to satisfy the same need.other products designed to satisfy the same need.

• Brand has both product and perpetual components. Brand has both product and perpetual components.

A product component of a firm refers to a physical A product component of a firm refers to a physical

product.product.

• The brand of sunglasses has the product The brand of sunglasses has the product

components such as RAYBAN is comprised of components such as RAYBAN is comprised of

specific product attributes. specific product attributes.

• They have attributes like ultra violet light filtering They have attributes like ultra violet light filtering

lenses, besides being light weight, expensive, lenses, besides being light weight, expensive,

distinctively designed, made from strong materials distinctively designed, made from strong materials

and scratch proof. and scratch proof.

USER IMAGERYUSER IMAGERY

• Signals self-image, values and lifestyle of the Signals self-image, values and lifestyle of the

intended target customer.intended target customer.

• It is critical.It is critical.

• EXAMPLE : Raymond and Elle 18 EXAMPLE : Raymond and Elle 18

EMOTIONAL/PSYCHOLOGICAL EMOTIONAL/PSYCHOLOGICAL BENEFITSBENEFITS

• Transforms the user experience.Transforms the user experience.

• Creates satisfying emotional states.Creates satisfying emotional states.

• Experience with product and brand is not the Experience with product and brand is not the

same.same.

• EXAMPLE : Maggi noodles , Johnson & JohnsonEXAMPLE : Maggi noodles , Johnson & Johnson

• Acronym : Acronym : A name made of initials .A name made of initials .

• DescriptiveDescriptive: Names that describe a product : Names that describe a product

benefit or function like Whole Foods or Airbusbenefit or function like Whole Foods or Airbus

• Alliteration and rhymeAlliteration and rhyme: Names that are fun to : Names that are fun to

say and stick in the mind like Reese's Pieces or say and stick in the mind like Reese's Pieces or

Dunkin' DonutsDunkin' Donuts

• EvocativeEvocative: Names that evoke a relevant vivid image : Names that evoke a relevant vivid image

like Amazon or Crestlike Amazon or Crest

• NeologismsNeologisms: Completely made-up words like Kodak: Completely made-up words like Kodak

• Foreign wordForeign word: Adoption of a word from another : Adoption of a word from another

language like Volvo or Samsung language like Volvo or Samsung

• FoundersFounders' names' names: Using the names of real : Using the names of real

people, and founder's name like Hewlett-Packard people, and founder's name like Hewlett-Packard

or Disneyor Disney

• GeographyGeography: Many brands are named for regions : Many brands are named for regions

and landmarks like Cisco and Fuji Filmand landmarks like Cisco and Fuji Film

• PersonificationPersonification: Many brands take their names : Many brands take their names

from myth like Nike or from the minds of ad from myth like Nike or from the minds of ad

execs like Betty Crocker execs like Betty Crocker

• A product is anything that can be offered to a market A product is anything that can be offered to a market

to satisfy a want or need.to satisfy a want or need.

• The concept of product is broad.The concept of product is broad.

• It includes anything which is offered for the purposes It includes anything which is offered for the purposes

of satisfying consumer needs or wants. Marketers are of satisfying consumer needs or wants. Marketers are

often trapped in the commodity mentality.often trapped in the commodity mentality.

• The emphasis on the manufactured product The emphasis on the manufactured product

leaves them with commodity like offerings leaves them with commodity like offerings

which tend to be indistinguishable and which tend to be indistinguishable and

undifferentiated.undifferentiated.

• The highest level of product is called Potential The highest level of product is called Potential

Product Level which refers to the Product Level which refers to the

augmentation that a product might undergo in augmentation that a product might undergo in

future.future.

• Brand do not exist for the sake of Brand do not exist for the sake of

identification and differentiation. They exist identification and differentiation. They exist

because of and for customers.because of and for customers.

• The purpose of branding is to transform the The purpose of branding is to transform the

product. product.

• Brand image is related to how the Brand image is related to how the brand is currently perceived by brand is currently perceived by consumers.consumers.

• In other words what is the reputation In other words what is the reputation of the brand in the marketplace.of the brand in the marketplace.

• It is related to its internal It is related to its internal constitution, how it is perceived in constitution, how it is perceived in terms of integrity, trustworthiness terms of integrity, trustworthiness and honesty. and honesty.

• This is also related with the promise This is also related with the promise of the brand to deliver the of the brand to deliver the experience associated with its name.experience associated with its name.

• It is a set of unique brand It is a set of unique brand associations that represent what the associations that represent what the brand stands for. brand stands for.

• Brand identity should help establish Brand identity should help establish a relationship between the brand and a relationship between the brand and the customer by generating a value the customer by generating a value proposition involving functional, proposition involving functional, emotional or self expressive benefits.emotional or self expressive benefits.

• It is about the system of values that It is about the system of values that surround a brand much like the surround a brand much like the cultural aspects of a people or a cultural aspects of a people or a country. country.

• It is the set of human characteristics It is the set of human characteristics that are associated with the brand. that are associated with the brand.

• It includes such characteristics as It includes such characteristics as gender, age, socioeconomic class, as gender, age, socioeconomic class, as well as human personality traits such well as human personality traits such as warmth and sentimentality.as warmth and sentimentality.

• It represents the emotional elements It represents the emotional elements and values of the brand.and values of the brand.

• Essence should be part of a long Essence should be part of a long term positioning that does not term positioning that does not change with every communication.change with every communication.

• A necessary condition for building brand equity A necessary condition for building brand equity

is achieving a high level of brand awareness is achieving a high level of brand awareness

• In other words, the intrinsic nature of certain In other words, the intrinsic nature of certain

names, symbol, logos and the like their names, symbol, logos and the like their

semantic content, visual properties, and so on semantic content, visual properties, and so on

may make them more attention getting and easy may make them more attention getting and easy

to remember.to remember.

• Besides choosing brand elements to build Besides choosing brand elements to build

awareness, brand elements can also be chosen awareness, brand elements can also be chosen

whose inherent meaning enhances the whose inherent meaning enhances the

formation of brand associations. formation of brand associations.

• Brand elements may take on all kinds of Brand elements may take on all kinds of

meaning, varying in descriptive, as well as meaning, varying in descriptive, as well as

persuasive, content.persuasive, content.

• The associations suggested by a brand element The associations suggested by a brand element

may not always be related to the product.may not always be related to the product.

• Thus, brand elements can be chosen that are Thus, brand elements can be chosen that are

rich in visual and verbal imagery and rich in visual and verbal imagery and

inherently fun and interesting.inherently fun and interesting.

• The fourth general criterion concerns the transferability of The fourth general criterion concerns the transferability of

the brand element-in both a product category and the brand element-in both a product category and

geographic sense. geographic sense.

• First to what extent can the brand element add to the brand First to what extent can the brand element add to the brand

equity of new products sharing the brand elements equity of new products sharing the brand elements

introduced either within the product class or across product introduced either within the product class or across product

classes?classes?

• The fifth consideration concerns the adaptability of the The fifth consideration concerns the adaptability of the

brand element over time. brand element over time.

• Because of changes in consumer values and opinions, or Because of changes in consumer values and opinions, or

simply because of a need to remain contemporary, brand simply because of a need to remain contemporary, brand

elements often must be updated over time. elements often must be updated over time.

• The more adaptable and flexible the brand element, the The more adaptable and flexible the brand element, the

easier it is to update it.easier it is to update it.