UNIT I

Brand management is the application

of marketing techniques to a specific

product, product line, or brand. It seeks

to increase a product's perceived value

to the customer and thereby increase

brand franchise and brand equity.

 TITAN

HERO HONDA
BOOST COCA-COLA

PEPSI
CADBURYS

 Branding is a afterthought of
significance for the marketers, who felt that the product was more important.

It is passively assigning names to premanufactured products.

The brands are the outcomes of careful

and well crafted branding strategies.

 To achieve this end , managers need

approach branding cautiously and with

dedication.

There are three branding concepts:

a) Brand Awareness b) Brand promise c) Global Brand

BRAND AWARENESS
Brand awareness refers to customers' ability
to recall and recognize the brand under

different conditions and link to the brand

name, logo, jingles and so on to certain

associations in memory.

BRAND PROMISE
Brand promise is what a particular brand
stands for (and has stood for in the past).

Usually, brand promise is an attribute

common to 'Parent' brands. Herein, the brand

may broadly stand for Quality, Performance,

Trust, or False promises

GLOBAL BRAND
A global brand is one which is
perceived to reflect the same set of values around the world.

Global brands transcend their origins

and create strong enduring relationships with consumers across countries and cultures.

 The brands like KODAK, BAND AID ,

CADBURYS etc., shines like stars in
business universe and these brands enjoy high top of mind recall and generate resonance with target markets.

These brands have also passed through

their journey of trials and tribulations.

 The brand has to move strength to strength in

establishing its credentials and then earning

the love and trust of the market.

Example the well known brand SONY.

Stage 1 : Unbranded goods

Stage 6 : Brand as Policy

Stage 2 : Brand as Reference

Stage 5 : Brand as Company

Stage 4 : Brand as Icon

Stage 3 : Brand as Personality

 It is usually associated with production

and distribution in planned economies.

 Brand moves on to create differentiation

on unique functional benefits and it is given a name. Here secondary demand stimulation begins to happen.

 Amidst the clutter of functional promise

the brand now moves to incorporate non-functional dimensions.

 Brand at this stage makes a cross over

itself and becomes signal or sign of something else. What it represents resides in consumers mind.

 New vigilant customers want to know

more beyond brands. Buyers forge new

set of relationships. Corporate branding

shifts focus to product plus service.

 At this stage brand evolves beyond the

business concerns to identify with
social,political,and ethical issues.

The customer commitment is based on

the ideological congruence.

POOR BRAND PRODUCT BRANDS HOLLOW BRANDS POWER BRAND

 A poor brand is one gets stuck at this stage and

does not evolve.

Evolving technology and standards marks this

stage.

 Product excellence is the first logical step in

breaking away from the poor brand cell.

A product is driven by reason based

satisfaction.

It provides utility and solves functional

problems.

 This strategy may draw customers initially by

pulling them to the brand , but when the brand

is actually used, it falls short of expectations

and thereby creates dissonance and negative

publicity.

 Power brands rarely compete on product

strength. They start to evolve from the stage where product brands stop.

Good product is not a distinctive rather it is

something common to players across product categories.

They compete not on the basis of what they do

, but rather on the basis of what they mean.

 There is no single universally accepted

perspective on brand.

Some commonality is observable across all

perspectives. In order to appreciate the larger reality , an understanding of the perspectives is essential.

There are 6 perspectives of brand.

Visual or verbal Personality perspective Perpectual appeal Positioning

Value

Added value

Brand image

 A brand is a product, then one that adds other

dimensions to differentiate it in some way
from the other products designed to satisfy the

same need.

Brand has both product and perpetual

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

 The brand of sunglasses has the product

components such as RAYBAN is comprised of
specific product attributes.

They have attributes like ultra violet light

filtering lenses, besides being light weight,

expensive, distinctively designed, made from

strong materials and scratch proof.

User imagery

Emotional/ psychological benefits

Brand personality

Brand image

USER IMAGERY
Signals self-image, values and lifestyle of the
intended target customer.

It is critical.
EXAMPLE : Raymond and Elle 18

EMOTIONAL/PSYCHOLOGICAL BENEFITS
Transforms the user experience.
Creates satisfying emotional states.

Experience with product and brand is not the

same.

EXAMPLE : Maggi noodles , Johnson &

Johnson

 Acronym : A name made of initials .

Descriptive: Names that describe a product
benefit or function like Whole Foods or Airbus

Alliteration and rhyme: Names that are fun to

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

 Evocative: Names that evoke a relevant vivid image

like Amazon or Crest

Neologisms: Completely made-up words like Kodak

Foreign word: Adoption of a word from another

language like Volvo or Samsung

 Founders' names: Using the names of real

people, and founder's name like HewlettPackard or Disney

Geography: Many brands are named for

regions and landmarks like Cisco and Fuji Film

Personification: Many brands take their

names from myth like Nike or from the minds of ad execs like Betty Crocker

 A product is anything that can be offered to a

market to satisfy a want or need.

The concept of product is broad.

It includes anything which is offered for the

purposes of satisfying consumer needs or wants. Marketers are often trapped in the commodity mentality.

 The emphasis on the manufactured product

leaves them with commodity like offerings

which tend to be indistinguishable and

undifferentiated.

The highest level of product is called Potential

Product Level which refers to the

augmentation that a product might undergo in

future.

 Brand do not exist for the sake of identification

and differentiation. They exist because of and

for customers.

The purpose of branding is to transform the

product.

Brand identity

Brand image
Brand character Brand culture

Brand personality
Brand essence (brand soul)

 Brand image is related to how the brand is

currently perceived by consumers. In other words what is the reputation of the brand in the marketplace.

 It is related to its internal constitution,

how it is perceived in terms of integrity, trustworthiness and honesty. This is also related with the promise of the brand to deliver the experience associated with its name.

 It is a set of unique brand associations

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

 It is about the system of values that

surround a brand much like the cultural aspects of a people or a country.

 It is the set of human characteristics that

are associated with the brand. It includes such characteristics as gender, age, socioeconomic class, as well as human personality traits such as warmth and sentimentality.

 It represents the emotional elements and

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

Memorability

Adaptability

Meaningfulness

Transferability

Likability

 A necessary condition for building brand

equity is achieving a high level of brand
awareness

In other words, the intrinsic nature of certain

names, symbol, logos and the like their

semantic content, visual properties, and so on

may make them more attention getting and

 Besides choosing brand elements to build

awareness, brand elements can also be chosen
whose inherent meaning enhances the

formation of brand associations.

Brand elements may take on all kinds of

meaning, varying in descriptive, as well as persuasive, content.

 The associations suggested by a brand element

may not always be related to the product.

Thus, brand elements can be chosen that are

rich in visual and verbal imagery and inherently fun and interesting.

 The fourth general criterion concerns the

transferability of the brand element-in both a
product category and geographic sense.

First to what extent can the brand element add

to the brand equity of new products sharing the brand elements introduced either within the product class or across product classes?

 The fifth consideration concerns the

adaptability of the brand element over time.

Because of changes in consumer values and

opinions, or simply because of a need to
remain contemporary, brand elements often

must be updated over time.

The more adaptable and flexible the brand

element, the easier it is to update it.