Brand Management

Gopika Kumar
Introduction
 What is a Brand?

Evolution
The word "brand" is derived from the Old Norse
brandr meaning "to burn." It refers to the practice of
producers burning their mark (or brand) onto their
products.
 AURA

PHYSICAL
OBJECT

Brand Transformation Process

Top 100 Brands
Why do Brands matter?
 Brand v/s Product

Product
Anything that can be offered to a market for
attention, acquisition, use or consumption
that might satisfy a want or a need.

It includes physical objects, services, events,

persons, place, organizations or ideas
Product vs Brand
 Can Everything be Branded?

Physical Goods
Services
Online Products and Services
People and Organisations
Sports, Arts and Entertainment
Geographic Locations
Ideas and Causes
Products Physical Level Symbolic Level

Coke Carbonated Water American

Nescafe Coffee Morning

Marlboro Cigarette Fierce

Independence

Rolex Watch Rugged

Individuality
 Leading Brands of Today

1. Apple
2. Google
3. BMW
4. Toyota
5. Amazon
6. Walmart
7. Honda
8. Mecedes
9. Sony
10. Volkswagen
 Question for Discussion

The following brands contest in the jeans apparel

11/14/2019
THE BRAND EQUITY CONCEPT
 What is Brand Equity?

Brand equity is a phrase used in the marketing

industry to try to describe the value of having a well-
known brand name, based on the idea that the owner
of a well-known brand name can generate more
money from products with that brand name than
from products with a less well known name, as
consumers believe that a product with a well-known
name is better than products with less well known
names.
Another word for "brand equity" is "brand value".
 What is Brand Equity?

“Brand equity consists of differential

attributes underpinning a brand which gives
increased value to the firms balance
sheet.”(Chernatony and Mc Donald)
“Brand equity is defined in terms of marketing
effects uniquely attributable to the brands-
for example when certain outcomes result
from the marketing of a product or service
because of its brand name that would not
occur if the same product or service did not
have the name”.(Keller 1993)
 Conceptualising Brand Equity
Brand Equity Input Output Model

Input Consumers Output

(Product and Perception/Image (Brand Equity)
Attributes) /Knowledge or
Perception
 Benefits of Brand Equity
Customers
 Brand allow customers to store
great quantities of information
about brands without getting
confused
 Enhances customer
confidence in the purchase
buying a brand
 Brands transform customer
experience in the form of usage
satisfaction
Marketers
 The effcetivenss of marketing
programme is increased by
brand equity,the expenditure
involved is lesser.
 Firms can have a greater
customer loyalty
 Brand equity allows a firm to
charge a premium
 Great opportunities of
growth, brand extensions.
 Leverage in distribution
channels
 Brand Equity is a provider of
competitive
advantage,imposes barriers to
entry to competition.
 Brand Equity: Sources:
Customer Based Brand Equity
CBBE
The Differential effect that brand knowledge has on
consumer response to the marketing of that brand
The three ingredients are:
1. Differential Effect
2. Brand Knowledge
3. Consumer Response to marketing
 Making a Strong Brand:
Brand Knowledge

Associative Network Memory Model views memory as

consisting of a network of nodes and connectors.
So Brand Knowledge has two components:
Sources of Brand Equity
 Brand Awareness
 Brand Image
 Making a Strong Brand:
Brand Knowledge

Sources of Brand Equity

Brand Awareness
Brand Awareness consists of brand recognition and brand
recall performance
 Brand Recognition: Consumers ability to confirm prior
exposure to the brand
 Brand Recall: Consumer’s ability to retrieve the brand from
memory when given the product category
Advantages of Brand Awareness:
 Learning Advantages
 Consideration Advantages
 Choice Advantages
 Making a Strong Brand:
Brand Knowledge

Sources of Brand Equity

Brand Image
Creating a positive brand image takes marketing
programs that link strong, favorable and unique
associations to the brand in memory: Thus elements
of brand image are:
 Favorability
 Strength
 Uniqueness
 Strategic brand
management process
 Identify and Establish
Brand Positioning and
Values

Plan and Implement

Brand Marketing
Programs

Measure and
Interpret Brand
Performance

Grow and Sustain

Brand Equity

Strategic brand management process

Thank You