BRAND MANAGEMENT

ELEMENTS OF BRAND
MANAGEMENT
• THE NOTION THAT WELL KNOWN BRANDS
CONSTITUTE A HIGHLY VALUABLE ASSESTS
FOR A COMPANY
• MODERN CONCEPTS OF BRAND EMERGED IN
1980’S
• REAL ECONOMIC VALUE COULD BE DERIVED
FROM STRONG BRANDS
• THERE ARE MANY BRAND MANAGEMENT
THEORIES ON THE SUBJECT OF BRAND
MANAGEMENT
• AUTHORS VARY IN HOW THEY APPLY THEM
AND RELATE THEM
ELEMENTS OF BRAND MANAGEMENT
• COMPANY HAS TO CREATE A DISTINCT SPACE
IN THE CONSUMERS MIND GENERALLY
TERMED AS “POSITIONING”.
• THE SECONDARY OBJECTIVE IS TO MAKE THIS
POSITIONING DISTINCT FROM OTHER BRANDS
• ARNOTT(1994) SUGGESTS THAT THE TERM
MAY HAVE EVOLVED FROM THE
MEASUREMENT OF CONSUMER PERCEPTIONS
AND “PERCEPTUAL MAPPING ” STUDIES
MANY TERMS THAT ARISED FROM THIS
CONCEPTS ARE POSITIONING
POSITION OF THE PRODUCT
POSITION
PRODUCT POSITIONING
MARKET POSITIONING…
ARNOTT(1994) SAYS “SEVERAL SIDES OF THE
SAME COIN ” AND COMPLIMENT EACH OTHER
• RIES AND TROUT CONCLUDED THAT
“POSITIONING STARTS WITH THE PRODUCT
…. A PIECE OF MERCHANDISE ,A SERVICE ,A
COMPANY ,AN INSTITUTION OR EVEN A
PERSON ….”
• POSITIONING IS NOT WHAT IS DONE TO THE
PRODUCT /SERVICE ,BUT RATHER WHAT IS
DONE TO THE MIND OF THE CONSUMER ..
• BASICALLY THE ESSENCE IS TO POSITION THE
SERVICE OR PRODUCT IN THE MIND OF THE
CONSUMER ,THAT “POSITIONING SHIFTS THE
EMPHASIS OF MARKETING FROM PRODUCT TO
THE BATTELE FOR YOUR MIND ”.
• KOTLER(1997) DEFINES POSITIONING AS “THE
PROCESS OF DESIGNING THE COMPANIES
PRODUCT /SERVICES AND IMAGE BASED ON
CONSUMER PERCEPTION RELATIVE TO THAT OF
COMPETITORS.
• THE NEED FOR A BRAND IS TO CREATE A POSITION
IN THE CONSUMERS AWARENESS IN WHICH ITS
ADVANTAGES AND DISADVANTAGES STANDS IN
RELATION TO THOSE OF THE COMPETETORS
• POSITION--- CONSTITUTES GATEWAY TO CONSUMER
AWARENESS ,IN EFFECT A MENTAL SPACE
RELEVANT TO THE CONSUMER IN RELATION TO HIS
OR HER EXISISTING IMPRESSION OF THE MARKET
AND THE COMPETITORS .
• RISE AND TROUT CLAIM THAT THE EASIEST
MEANS TO ENTER THE CONSUMERS
AWARENESS IS BY BEING FIRST IN A GIVEN
CATEGORY
• AAKER DEFINES A BRAND POSITION AS A PART
ITS IDENTITY AND VALUE PROPOSITION
,WHICH IS ACTIVELY COMMUNICATED TO ITS
TARGET MARKET AND WHICH
DEMONSSTRATES AN ADVANTAGE IN
RELATION TO COMPETING BRAND
• AaKER’S VIEW IS THAT POSITIONING CAN
ALSO BE USED TO REFLECT HOW A COMPANY
WANTS TO BE PERCEIVED BY CONSUMERS
• TO KAPFERER, POSITIONING IS A TWO –STEP
PROCESS IN WHICH THE FIRST STEP IS TO
CLARIFY WHICH PRODUCT CATEGORY THE
BRAND SHOULD BE COMPARED TO AND
ASSOCIATED WITH
• IN THE SECOND STEP , THE BRAND
DIFFERENTIATING CHARECTERISTICS ARE
IDENTIFIED AND COMMUNICATED
• AAKER + KAPFERER -----RIES AND TROUT’S
• WORDS ARE SAME AND MAKE MINOR
ADJUSTMENTS
 BRAND EQUITY
• AAKER(1996)
• THE OBJECTIVE OF BRAND MANAGEMENT
IS TO CREATE AND ENHANCE BRAND EQUITY .
AAKER MAINTAINS THAT BRAND EQUITY
COMPRISES A SET OF VARIOUS ASSETS ,
WHICH PROVIDE VALUE TO BOTH FIRM AND
CUSTOMER
CREATING BRAND AWARENESS INCREASES
BRAND EQUITY
 BRAND AWARENESS
• RECOGNITION
• RECALL
• ROSSITER(1987) DESCRIBE BRAND
AWARENESS AS BEING ESSENTIAL FOR THE
BRANDING PROCESS .
• FOR A CONSUMER TO BUY A PRODUCT
• SHOULD BE AWARE OF IT
• TO HAVE BRAND ATTITUDE & BUY A PRODUCT
• WOODSIDE & WILSON (1985) CONFIRMED TOP
OF MIND AWARENESS IN A STUDY LEADS TO
HIGHER THE POSITION
• THE PURCHASE INTENSION
• HIGHER THE RELATIVE PURCHASE OF THE BRAND
• CONSUMER CAN BUY ONLY THE PRODUCT –ONLY
FAMILIAR,WELL ESTABLISHED
• BUILDING BRAND AWARENESS IS DEPENDENT
ON THE BRAND IDENTITY & BRAND
PERSONALITY THAT A COMPANY PROJECTS TO
ITS CUSTOMER
 BRAND IDENTITY
• LOGO’S.
• SYMBOLS,
• SLOGANS
• SIGNS,
• ICONS
• A BRAND CAN BE SEEN AS A
PERSON,PRODUCT, AN ORGANIZATION &
SYMBOL PERSPECTIVE
 BRAND PERSONALITY
• AS A SET OF HUMAN CHARECTERSTICS
ASSOCIATED WITH THE BRAND
• CUSTOMERS IMBUE BRANDS WITH HIMAN
PERSONALITY TRAITS
• BRANDS –HONEST, DARING, INTELLIGENT ,
• CHARMING ETC
 BRAND COMMUNICATION
• BRAND PERSONALITY AND BRAND IDENTITY
ARE COMMUNICATED
• INCLUDES ALL MEANS OF MEDIA AND
COMMUNICATION ADVERTISING,
• CAMPAIGNS SPONSORSHIP
• TRADE FAIRS WORD OF MOUTH
• DIRECT MARKETING
 BRAND IMAGE
• THE SET OF BELIEFS HELD ABOUT A
PARTICULAR BRAND –KOTLER(1988)
• A SET OF ASSOCIATIONS ,USALLY ORGANIZED
IN SOME MEANINGFULL WAY ”—AAKER(1992)
• BRAND IMAGE === BRAND IDENTITY
• BRAND IMAGE NOT === BRAND IDENTITY
THEN BRAND GAP .
BRAND MANAGEMENT FRAME
WORK
BRAND MANAGEMENT FRAME
WORK