BRAND

MANAGEMENT/ACTIVATION
ACALA, BORJA, RAMIREZ, REYES

BREAKING DOWN THE

TERMINOLOGY
BRAND + MANAGEMENT

WHAT IS A BRAND?

A brand is a name, term, sign, symbol or design which is intended to

identify the goods and services of one seller or group of sellers and
to differentiate them from those of competitors.

CLASS PARTICIPATION
WHAT DOES A BRAND DO?

DIFFERENCE BETWEEN
PRODUCT & BRAND
BRAND
PRODUCT
BRAND

Product- anything we can offer to a market for

attention, acquisition, use or consumption that
might satisfy a need or want.

Brand- sum total of consumer perceptions and

feelings about the products attributes and how
they perform

CLASS PARTICIPATION

GIVE EXAMPLES OF PRODUCT & BRAND

Management

Management, according to Peter Drucker (1909-2005), is the

organization and coordination of the activities of a business in order
to achieve defined objectives.

The basic task of management includes

both marketing and innovation.

Therefore, integrating such ideas,

Brand Management is:

A function of marketing that uses techniques to increase the

perceived value of a product line or brand over time. 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.

The process of maintaining, improving, and upholding a brand so

that the name, term, sign, symbol or design is associated with
positive results. Brand management involves a number of important
aspects such as cost, customer satisfaction, in-store presentation,
and competition. Brand management is built on
a marketing foundation, but focuses directly on the brand and how
that brand can remain favorable to consumers.

The process of maintaining, improving, and upholding a brand so

that the name, term, sign, symbol or design is associated with
positive results. Brand management involves a number of important
aspects such as cost, customer satisfaction, instore presentation, and competition. Brand management is
built on a marketing foundation, but focuses directly on the brand
and how that brand can remain favorable to consumers.

CHARACTERISTICS OF BRAND
MANAGEMENT

Brand management begins with having a thorough knowledge of

the term brand

It includes developing a promise, making that promise and

maintaining it. It means defining the brand, positioning the brand,
and delivering the brand.

2. Brand management includes managing the tangible and intangible

characteristics of brand.

In case of product brands, the tangibles include the product itself,

price, packaging, etc. While in case of service brands, the tangibles
include the customers experience. The intangibles include
emotional connections with the product / service.

The aim of branding is to convey brand message vividly, create

customer loyalty, persuade the buyer for the product, and establish
an emotional connectivity with the customers. Branding forms
customer perceptions about the product. It should raise customer
expectations about the product. The primary aim of branding is to
create differentiation.

Strong brands reduce customers perceived monetary, social and

safety risks in buying goods/services. The customers can better
imagine the intangible goods with the help of brand name. Strong
brand organizations have a high market share.

CRITERIA FOR CLASSIFYING A

BRAND (To be explained each)

Based on brand architecture

Based on supply chain entity

Based on product types

Based on customer types

Based on geographical scope

Considerations and Steps in Brand

Management

BRAND LIFE CYCLE (TO BE EXPLAINED EACH)

- Brand has to maintain its relevance

1. Identify and Establish Brand Positioning & Values

BRAND CONCEPT

Figure 1 Elements of a Brand

BRAND SYMBOL

PRODUCT/SERVICE EXPERIENCE

Plan & Implement Brand marketing Programs

BRAND MARKETING PROGRAMS:

Communication objectives

Messages

Mode (touchpoints)

Evaluation

Adjustment

3. Measure & Interpret Brand Performance

4. Grow & Sustain Brand Equity

TECHNIQUES: Brand-product matrix, Brand portfolio & hierarchies, Brand
expansion strategies, Brand enforcement & revitalization

VARIOUS CHARTS OF BRAND

MANAGEMENT & EVOLUTION

Brand Activation

It is a necessary stepping stone towards the evolution of a certain

brand. Neccesary brand strategies must be prepared and
companies must need to execute these across the organization and
in the total, offer towards the consumers. Brand activation is simply
all about tapping your brand's full potential.

Why must a brand be active?

In today's modern society, consumers are becoming more and

more demanding to the point that offering supreme features of a
product on an emotional or functional level is not enough. Aside
from the basic ideas of executing a brand by marketing and the
like, the real value of the product lies in the opportunity of the
brand. It is fundamentally important because it helps create trust
between the customers, the society and the company (specifically
the brand). This is important because trust is one of the key factors in
achieving brand loyalty of the costumers.

This provides opportunites of re-purchase behavior or even

advertising by word of mouth through recommendations. The key
challenge for companies that rely on brand loyalty is retaining
existing relations of trust between the brand and the consumer.

Unmasking the Brand

In most cases, branding is driven from a communication

perspective. Marketing directors and advertising agencies are still
the main owners and guaridans of a branding and competence
about branding. In today's modern world a person sees an average
of 30,000 messages per day, of which 3000 of those are branded in
some particular way. Brands have actually found it's way in today's
communication environment. Brands are actually known to simplify
everyday choices.

FOR AN INSTANCE:

For example if a buyer in a grocery, is used to buying Colgate,

he/she no longer needs to waste his/her time in choosing a
particular toothpaste. There are also two main reasons why a brand
works, particularly in the service industry. First is that they create
relationship benefits. An example of this would be when someone
you know like your professor or your neighbour knows a particularly
brand, the brand has the possibility of reaching you. Second is the
reason that brand works if they create accessibility. An example of
this second reason is when services are accessible for a consumer
24/7.

What do you activate?

In order to activate a brand, one must look for it's core features that
constitute the brand. These are usually the promised customer
benefit from the product or the communicated position of the
brand. It can also be in the form of the company's vision, or
something that is relevant for the whole company. To put it simply,
an effective brand activation must first start with a well defined
brand.

REFERENCES

Acikay, Y. (n.d.). Brands & Brand Management. Brands & Brand Management.
Retrieved December 6, 2013, from http://www.slideshare.net/yacikay/chp1-10190907

Ansari, F. R. (n.d.). Brand Activation.Brand Activation. Retrieved December 6, 2013,

from http://www.slideshare.net/ansary75/brand-activation-14782813

Brand Management. (n.d.). Investopedia. Retrieved December 6, 2013, from

http://www.investopedia.com/terms/b/brand-management.asp

El-Deeb, A. (n.d.). Brand management reserach, theory & practice. Brand

management reserach, theory & practice. Retrieved December 6, 2013, from
http://www.slideshare.net/meerodeepo/brand-managemen-reserach-theorypractice

Morell, D. (n.d.). Brand Activation.Starsky Insight. Retrieved December 7, 2014, from

http://www.sagepub.com/upm-data/11007_Chapter_7.pdf

brand management. (n.d.).BusinessDictionary.com. Retrieved December 6, 2013,

from http://www.businessdictionary.com/definition/brand-management.html

management. (n.d.).BusinessDictionary.com. Retrieved December 6, 2013, from

http://www.businessdictionary.com/definition/management.html