III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

UNIT-I

PART-A

1. Brand

brand is a name, term, design, symbol, or other feature that distinguishes an organization or
product from its rivals in the eyes of the customer. Brands are used in business, marketing, and
advertising. Name brands are sometimes distinguished from generic or store brands.

2. Branding

The process involved in creating a unique name and image for a product in the consumers' mind,
mainly through advertising campaigns with a consistent theme. Branding aims to establish a
significant and differentiated presence in the market that attracts and retains loyal customers.

3. Brand definition

According to Philip Kotler A brand is defined as a "name, term, sign symbol (or a combination
of these) that identifies the maker or seller of the product". ... In today's competitive world
customers expect products to have branding.

4. Brand management

The process of maintaining, improving, and upholding a brand so that the name is associated
with positive results. Brand management involves a number of important aspects such as cost,
customer satisfaction, in-store presentation, and competition.

5. Types of brand

There Are Many Types of Brands

 Individual Brands. The most common type of brand is a tangible, individual product,
such as a car or drink.
 Service Brands.
 Organization Brands.
 Group Brands.
 Event Brands.
 Geographic Place Brands.
 Private-Label Brands

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

6. Functions of brand

 Differentiation
 Authenticity
 value sitting and cantering
 Unification

7. Product line brand

A product line extension is the use of an established product brand name for a new item in the
same product category. Line extensions occur when a company introduces additional items in the
same product category under the same brand name such as new flavors, forms, colors, added
ingredients, package sizes.

8. Fighting brand

In marketing, a fighter brand (sometimes called a fighting brand) is a lower-priced offering

launched by a company to take on, and ideally take out, specific competitors that are attempting
to under-price them.

9. Competitive brand

Competitive brand positioning. It's a strategy that defines how your business will establish and
maintain competitive advantage. It's one half of your brand platform - the other is your brand
identity, or what your brand stands for.

10. Local Brand

local brand. (product development definition) A brand of product that is marketed (distributed
and promoted) in a relatively small and restricted geographical area. It may be called a regional
brand if the area encompasses more than one metropolitan market.

11. National brand

The brand name of a product owned by the producer or distributor which is marketed nationally
is the national brand. They are usually owned and marketed by large manufacturers. National
brands usually have a national level distribution system.

12. Significance of brand

 Brands to consumers
 Brands to firms
 Brands in functional areas

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

13. Co-branding

Cobranding is a marketing strategy that utilizes multiple brand names on a good or service as
part of a strategic alliance. Also known as a "brand partnership," cobranding (or "co-branding")
encompasses several different types of branding collaborations typically involving the brands of
at least two companies.

14. Store branding

Store brands or shop brands are a line of products strategically branded by a retailer within a
single brand identity. They bear a similarity to the concept of house brands, private label brands
(PLBs) in the United States, own brands in the UK, and home brands in Australia and generic
brands.

Store brands are products which have the trademark or label of the store which sells them, especially a
supermarket chain.

15. Disadvantages of co-branding

 Risk and lack of control

 High consumer expectations
 Possible negative impact on brand
 Lack of focus

16. Brand personality

It is the attribution of human personality traits to a brand as a way to achieve differentiation. such
brand personality traits to a brand as a way to achieve differentiation. such brand personality
traits may include warmth or imagination

17. Advantages of brand

A strong brand offers many advantages for marketers including: Enhances Product Recognition –
Brands provide multiple sensory stimuli to enhance customer recognition. ... Helps Build Brand
Loyalty – Customers who are frequent and enthusiastic purchasers of a particular brand are likely
to become Brand Loyal.

18. Importance of brand

Branding protects you from competitors who want your success. ... May your brand be the
symbol of happiness, comfort, loyalty and lasting impressions. Company branding usually begins
with a new company logo. Quite often, companies don't realize the importance of properly
branding their company.

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

19. Brand image

The impression in the consumers' mind of a brand's total personality (real and imaginary
qualities and shortcomings). Brand image is developed over time through advertising campaigns
with a consistent theme, and is authenticated through the consumers' direct experience. See also
corporate image.

20. Brand symbol

A logo is a graphic mark, emblem, symbol or stylized name used to identify a company,
organization, product or brand. A logo may also be used as a substitute for a company's name, if
it has sufficient brand recognition.

16 (marks)

1. Explain the functions of brand along with levels of brand.

2. How many types of brands are there?
3. Highlight the significance and limitations of brand.
4. What are the essential criteria of successful brand?
5. Explain the branding concepts in detail?
6. Discuss branding strategies
7. Describe the importance concepts in detail.
8. What are co-branding strategies? Explain the factors to be considered in co branding
9. Discuss the advantages and disadvantages of store brand.
10. Differentiate product and brand.

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

Unit- II

Part - A
1. Brand management
Brand management is define as the application of marketing techniques to specific products
or products lines represented by a brand, brand management seeks to increase the products
perceived value to the customer and thereby increase brand equity.

2. Brand image
Brand image is the current view of the consumers about a brand .it can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand
presently stand for it is set of beliefs held about a specific brand.

3. Brand personality
Brand personality is the way a brand speaks and behaves it means assigning human
personality traits/characteristics to a brand so as to achieve differentiation. These
characteristics signify brand behavior through both individual representing the brand as well
as through advertising packaging etc.

4. Brand positioning
Brand positing means the process by which marketers try to create an image or identity in the
minds of their target market for its brand or organization.

5. Brand association
Brand association is anything which is deep seated in customers mind about the brand. brand
should be associated with something positive so that the customers relate the our brand to
being positive brand associations are the attributes of rand which come into consumers mind
when the brand is talked about.

6. Strong brand building blocks

Building a strong brand involves clearly articulate the brand identity establish a customer
value proposition, define the optimal customer experience cultivate relationship with
customers and strengthen the brand over time.

7. Brand Vision
A brand vision is a statement that paints a future picture of the brand. It is something that will
elevate the course of your brand and helps business moves forward. The driving force for
everything your company does and WHY it matters.

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

8. Brand Elements
Brand elements are devices which can be trademarked, that identify and differentiate the
brand. Most strong brands employ multiple brand elements. Brand Name, Slogan,
Characters, Symbols, Logo, Internet addresses etc., For example - Nike has the distinctive
―swoosh‖ logo, the empowering ―Just Do It‖ slogan, and the ―Nike‖ name from the Greek
winged goddess of victory. Brand Elements

9. Foreign branding
Foreign branding is an advertising and marketing term describing the use of foreign or
foreign-sounding brand names for companies, products, and services. When the actual
country of origin may not be beneficial, companies tend to use a foreign branding strategy,
trying to make customers believe that the company and/or its products originate from a more
favorable country than they actually do.

10. Global Market

The market in which goods and services of one country are traded (purchased or sold) to
people of other counties. It can also be defined as the activity of buying or selling goods and
services in all the countries of the world, or the value of the goods and services sold.

11. Brand Portfolio

A brand portfolio is simply the collection of brands under a company’s control. Small
businesses with just one shop may have only a single brand, but large and multinational
corporations may have dozens of distinct brands in their portfolios. In some cases, a business
may present the same product or line under different brands in different markets; each of
these brands is a component of the company’s brand portfolio.

12. Objectives of Brand Positioning.

To know what is it that you want your brand to do for you? and To know what do you want
others to know and say about your products or services? Some basic objectives of brand
positioning might include being recognized by receiving a specific award, picking up a
certain number of choice projects, gaining a specific number of new clients in the next year,
and/or positioning your company as an industry leader in the next several months.

13. Brand Value

The net present value or the future value of the cash flows that are attributable to the brand
name or brand personality is known as brand value. A brand is an intangible asset of a
business, and helps in differentiating between a company’s book value and market value. In
short the premium that accrues to a brand from customers who are willing to pay extra for it.

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

14. Brand mantra

A brand mantra is highly related to branding concepts such as brand essence or core brand
promise used by others. A brand mantra is an articulation of the heart and soul of the brand.
Brand mantras are s

15. Core brand values

Core values communicate what you believe as a company and how you are working together
toward a shared vision. This concept is powerful. By articulating what you stand for as a
brand, you can attract better employees and customers who share your beliefs.

16. Target marketing

Target marketing is important because different consumers may have different brand
knowledge structures and thus different perceptions and preferences for the brand without
this understanding it may be difficult to be able to state which brand associations should be
strongly held favorable and unique.

17. Process of brand positioning

 Competitor identification
 Determining how competitors are perceived and evaluated
 Determining the competitors position
 Analyzing customer preferences
 Making the positioning decision
 Monitoring the position

18. Brand positioning strategies

Brand positioning is defined as the conceptual place you want to own in the target
consumer's mind the benefits you want them to think of when they think of your brand. An
effective brand positioning strategy will maximize customer relevancy and competitive
distinctiveness, in maximizing brand value.

19. Product positioning

Product positioning is an important element of a marketing plan. Product positioning is the
process marketers use to determine how to best communicate their products' attributes to
their target customers based on customer needs, competitive pressures, available
communication channels and carefully crafted key messages.

20. Types of repositioning strategies

 Value oriented repositioning
 Celebrity oriented brand enhancement repositioning
 Up-market technology repositioning

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

 Segment Oriented repositioning

Part B
1. Explain the strategic brand management process
2. Discuss the steps for building strong brands
3. Write short notes on :
a. Brand Management
b. Brand judgments
4. Describe the strong Indian Brands
5. Explain the process of Brand Positioning
6. What are the Positioning strategies? Explain
7. Highlight Brand Mantra for brand values. Also mention the factors in building brand value
8. What are the components of brand vision? Also mention the importance of brand vision
9. Write short notes on following :
a. Brand Names
b. Logos and symbols
10. Briefly describe the global branding strategies

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

UNIT – III

Part A
1. Brand communication:
Brand Communication is a voice, it humanizes any brand to be able to create real and
relevant conversations with people. Connections that may last a moment or that last for a
lifetime. Clear communication is the key to the success for any brand. The line of this
communication has to be not only clear, but current, relevant and true.

2. Fundamentals of Brand Communication Strategy:

a. Be Authentic
b. Have a Conversation
c. Create Buyer Personas
d. Show Your Personality
e. Provide relevant Content
f. Be helpful
g. Focus Quality than on quantity
h. Be open
i. Post about things other than your own brand
j. Throw content for customer enjoyment
k. Leverage Consumer generated Content.

3. Brand Image
Brand image is the current view of the customers about a brand. It can be defined as a
unique bundle of associations within the minds of target customers. It signifies what the
brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is
nothing but the consumers’ perception about the product.

4. Importance of Brand Image :

1. Brand Image Makes An Impression
2. Brand Image Creates Recognition
3. Brand Image Shows How You Are Put-Together
4. Brand Image Builds Credibility And Equity
5. Impacts The Bottom Line

5. Brand dimensions
1. Build up
2. Identity
3. Culture
4. Relationship

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

5. Reflection
6. Self image

6. Brand Attributes
Here are some key attributes of successful branding and an example:
 Your brand is a promise.
 Your brand reflects who you are as a company.
 Your brand is not what you say it is, rather, it is how others perceive it.
 Your brand has a persona that reflects your company, website, or blog.
 Your brand is honest.

7. Reasons for Brand Building

1. Value association
2. Pride
3. Differentiated from competition
4. Command premium price
5. Sell more (Substantiate market price)
6. Attract and retain stronger employees
7. Higher consumer followership

8. Self-Image
A self-image is in its most basic form an internalized mental picture/idea you have of
you. It is how you think and feel about yourself based on your appearance, performance,
and relationships that consistently impact your outlook on life as well as your level of
happiness and fulfillment.

9. Brand Audit
A brand audit is effectively a health check of the brand to identify and address problems
areas with a net result of helping you turn things around and grow your bottom line. The
purpose behind a brand audit is plain and simple: to gain a fundamental understanding of
where your brand stands in its current state.

10. Brand Audit Steps

1. Create a framework
2. Question your customers
3. Review your web analytics
4. Review social data
5. Review sales data
6. Look at your competitors
7. Take action and monitor results

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

11. Brand loyalty Program

A brand loyalty program is a structured and long-term marketing effort which provides
incentives to repeat customers who demonstrate loyal buying behavior. Successful
programs are designed to motivate customers in a business's target market to return often,
make frequent purchases, and shun competitors.

12. Benefits of Brand loyalty program

Three major benefits of brand Loyalty Program are
1. It stewards relationship with existing customers
2. Bring new customers
3. Increases sales

13. Brand Promotions

Brand promotion is an element of marketing mix which is designed to inform, remind,
persuade and influence the customers so that they purchase the brands of the advertiser
company. Brand promotion is applied as persuasive communication used for informing
and reminding the customers of the company's brands. It is primarily the responsibility of
the manufacturer though wholesalers and retailers may also undertake it.

14. Brand ambassador

A brand ambassador is a person who is hired by an organization or company to represent
a brand in a positive light and by doing so they help to increase brand awareness and
sales. The brand ambassador is meant to embody the corporate identity in appearance,
demeanor, values and ethics. Predominantly, a brand ambassador is known as a positive
spokesperson, an opinion leader or a community influencer,

15. Skills of a Brand Ambassador

 Brand ambassadors are required to possess
 Excellent oral communication and interpersonal skills.
 Should possess an appealing personality and physical appearance.
 The brand ambassador should have the capability and proficiency in developing
strong professional relationships with the consumers.
 Should not hesitate to travel abroad or remote places as willingness for relocation
is a prerequisite in this field.

16. Responsibilities of Brand Ambassador

 Thoroughly understand the products and services to inform potential customers
 Appear to Media, trade shows as a spokesperson for the company
 Network and build trusting relationships with potential customers
 Use word-of-mouth marketing techniques, like referring our company to friends
 Post about our products/services online (e.g. social media and forums)

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

17. Online brand promotion

Online brand promotion also known as internet promotions or digital market promotions
is a brand management technique that uses the World Wide Web as a medium for
positioning a brand in the marketplace. Online brand promotions in the digital age are
increasingly important with the advancements of the internet.

18. Modes of online branding

 Social Sharing Of Your Web Content
 Affiliate Advertising In All Shapes And Forms
 Online Brand Promotion Using Word-Of- Mouth Marketing
 Useful, Engaging, Interesting and Inclusive Content
 Off-Domain Content : Educates People About Your Brand
 Promote Your Brand On Their Websites
 Engage With The Online Community

19. Brand Promise:

A brand promise is an extension of a company's positioning. If you think of positioning
as the fertile ground that allows a brand to germinate, grow and thrive, the brand promise
is a brand's fruit—it is the tangible benefit that makes a product or service desirable.

20. Negative Brand equity:

If consumers are willing to pay more for a generic product than for a branded one, the
brand is said to have negative brand equity. Brand Equity has three basic components:
consumer perception, negative or positive effects, and the resulting value. If the
perception of a consumer segment about a brand is negative it leads to negative brand
equity. If the brand equity is negative, the organization, its products and its financials
suffers. This might happen if a company has a major product recall or causes a widely
publicized environmental disaster.

PART – B
1. What is brand communication? Why is it important? What are the fundamentals of Brand
Communication?
2. What is brand Image? How do you build brand image? Illustrate
3. Describe about Loyalty Programs.
4. What is brand promotion? Explain the methods of brand promotions.
5. Who is brand ambassador? Explain the role of brand ambassadors.
6. Explain different components of online brands.

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

7. Explain how online brand promotions support to the brand communication.

8. Recommend some guideline for online brand promotions
9. What are the criteria for effective brand promotion.
10. Write short note on following
1. Role of celebrity
2. Key factors for building brand online

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

UNIT IV

PART – A

1. Brand Adoption:
Brand Adoption is the pinnacle of a successful brand strategy. In other words Brand Adoption is
the magical point where the employees, customers, the media, and anyone who has contact with
the company is able to clearly describe the brand in the same way.

2. Process of Brand Adoption

The below picture is the model for Brand Adoption Process

3. Factors influencing the Brand Adoption

 Innovation Characteristics
 Organization
 People
 Personal Influence

4. Brand extension or brand stretching:

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product
with a well-developed image uses the same brand name in a different product category. The new
product is called a spin-off.

5. Advantages of Brand Extension

 It makes acceptance of new product easy

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

 Increases Brand Image

 Expenses on introductory and follow up marketing programs are reduced.
 Cost of developing new brand is saved

6. Disadvantages of Brand Extension

 Brand extension in unrelated markets may lead to loss
 Risk of new product ruin original brand.
 Possibility of delay in desired results due low investments on marketing new product
expecting the spinoff effect to work.
 If the brand extensions have no advantage over competitive brand in the new category it
may fail.

7. Brand Equity:
Brand equity refers to a value premium that a company generates from a product with a
recognizable name, when compared to a generic equivalent. Companies can create brand equity
for their products by making them memorable, easily recognizable, and superior in quality and
reliability.

8. Elements of Brand Equity

5 Main Elements of Brand Equity are as follows: 1. Awareness, 2. Brand associations, 3.
Perceived quality, 4. Brand loyalty, 5. Proprietary brand assets.

9. What Is the Difference Between Brand Equity and Brand Value?

Brand equity and brand value are measures that estimate how much a brand is worth. The
difference between the two is that brand value refers to the financial asset that the
company records on its balance sheet, while brand equity refers to the importance of the
brand to a customer of the company.

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

10. Rebranding:
Rebranding is the process of changing the corporate image of an organization. It is a market
strategy of giving a new name, symbol, or change in design for an already-established brand. The
idea behind rebranding is to create a different identity for a brand, from its competitors, in the
market.

11. Pre caution in Rebranding :

 Determine why a rebranding effort is needed
 Devise a plan to rebrand.
 Bring your stake holders on board.
 Promote your vision
 Implement the planned changes that are necessary.

12. Process of Rebranding:

 Need to know who we are, where are we? (Through introspection and Customer
Feedback)
 Define your Market Place
 Build your brand story
 Develop a clear mission
 Review, rework and rebrand.

13. Re launch
When your brand is underperforming, then it may be time for a brand re launch. Re
launching a brand is similar to rebranding, but rebranding brings some built in bias in its
very language. It turns out to be very similar in scope but it SOUNDS more drastic.
Rebranding requires a relaunch and a brand relaunch requires some elements of
rebranding.

14. Reasons for relaunch:

1. Relevance
2. Competition
3. Globalization
4. Mergers and Acquisitions
5. Innovation
6. Repositioning
7. Rationalization
8. Outgrowth
9. Legal requirements
10. Morale and Reputation.

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

15. Rebranding strategies

 Start With the Business Reason
 Research Your Firm and Your Target Clients
 Use Positioning and Messaging to Capture Your Brand Strategy
 Build Your Brand Identity
 Build Your Website and Online Presence
 Marketing Collateral
 Brand Building Plan

16. Line extension

A Product line extension is the use of an established product brand name for a new item
in the same product category. Line extensions occur when a company introduces
additional items in the same product category under the same brand name such as new
flavors, forms, colors, added ingredients, package sizes.

17. Types of Product Line Extensions

There are two types of product line extensions viz
i) Horizontal and
ii) Vertical.

18. Horizontal extensions:

Horizontal extensions consist of keeping the price and quality consistent, but changing
factors like flavor or color to differentiate the products.

19. Vertical extensions:

Vertical extensions consist of increasing and decreasing the quality and price to create
inferior and luxury goods. These product line extensions are often closely related to
existing products in a brands portfolio, but targets specific brand consumers through this
approach.

20. Difference between line extension and brand extension

LINE EXTENSION BRAND EXTENSION

Is increasing the number of products in a Brand extension is using an existing brand

given set of already known product name: generally an established one and
category; basically the SKUs. using it with new; generally unrelated
product category
E.g.: Dabur Glucon-D was originally E.g: Reliance Indian Conglomerate into
available only in a single flavor, now it is multiple businesses like Oil&Gas,
available in many different flavors and Telecommunications, Retails Outlets,

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

variations: Glucose-D, GlucoPlus C, Insurance etc.,

Litchi, Cooling Energy, Lemon etc TATA – another conglomerate into
multiple business starting from Tea Estates
to Air travel business, IT Solutions,
Automobile Manufacturing etc.,

PART – B
1. What is mean by brand adoption? How is it practiced in Brand Management?
2. What is Brand Extension? Explain the concept of Brand Extension
3. List out the Merits and demerits of Brand extension
4. Describe The different types of Brand Management
5. What are the factors which influence decision for extension?
6. What is re-branding? Explain the significance of branding, illustrate
7. Explain the pros and cons of re-launching
8. Differentiate re-branding and re-launching
9. What are the reasons for rebranding, re-launching and re-vitalizing of brand.
10. How re launch can be successful.

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

UNIT - V

PART – A

1. Define brand performance

Brand performance is the result of desirability and profitability in a brand. Brand
performance delivers top-line growth while reducing costs to improve the bottom line. SGK
delivers and accelerates brand performance.

2. Define brand equity

Brand equity refers to a value premium that a company generates from a product with a
recognizable name, when compared to a generic equivalent. Companies can create brand
equity for their products by making them memorable, easily recognizable, and superior in
quality and reliability.

3. Brand Pyramid
Brand Pyramid is a visual device used by publicists and marketers to help their clients clarify
the important aspects of a business identity. This clarity helps in developing communication
strategies that are aligned with a brand's essence.

4. Brand loyalty
Brand loyalty is defined as positive feelings towards a brand and dedication to purchase the
same product or service repeatedly now and in the future from the same brand, regardless of
a competitor’s actions or changes in the environment. It can also be demonstrated with other
behaviors such as positive word of mouth advocacy.

5. Brand awareness
Brand awareness refers to the extent to which customers are able
to recall or recognize a brand Brand awareness is a key consideration in consumer
behavior, advertising management, brand management and strategy development. The
consumer's ability to recognize or recall a brand is central to purchasing decision-making.
Purchasing cannot proceed unless a consumer is first aware of a product category and a brand
within that category

6. Perceived quality
Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to
alternatives. Perceived quality is, first, a perception by customers.

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

7. Brand association
Brand association is anything which is deep seated in customer's mind about the
brand. Brand should be associated with something positive so that the customers relate
your brand to being positive. Brand associations are the attributes of brand which come into
consumers mind when the brand is talked about.

8. Global branding strategy

Branding Strategy Insider helps marketing oriented leaders and professionals like you build
strong brands. Global brands are brands that are recognized throughout much of the world.
Companies intending to create global brands need to do the following: Identify the relative
attractiveness of each market for your brand.

9. Brand Audit
A brand audit is a thorough examination of a brand's current position in the market compared
to its competitors and a review of its effectiveness. It helps you determine the strength of
your brand together with its weaknesses or inconsistencies and opportunities for
improvement and new developments.

10. Brand Leverage

A brand leveraging strategy uses the power of an existing brand name to support a company's
entry into a new, but related, product category. For example, the manufacturer of Mr. Coffee
Coffee makers used its brand name strength to launch Mr. Coffee brand coffee.

11. Brand Manager

Brand manager for many large advertisers both industrial and consumer is a central
development and management of a brand.

12. Brand Tracking

Brand tracking is way of continuously measuring the health of a brand, both in terms of
consumers’ usage of it (see Brand Funnel) and what they think about it. Opinion on a brand
is usually divided into overall brand warmth/love, brand momentum and attributes associated
with that brand.

13. Benefits of Brand Audit

The Benefits of Brand Experience Auditing
1. Improve customer experience
2. Increase brand loyalty
3. Fully understand brand perception
4. Identify weaknesses

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III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

5. Identify new opportunities for growth

14. Brand Values

The financial value of having customers who will pay more for a particular brand: A
company's brand value depends on its reputation.

15. Benefits of Brand Equity

Brand equity for a business has numerous benefits. Most common benefits that a Brand
receives is
i) The financial benefit- The Brand equity allows a company to demand a premium price for
the product which in-turn increases their profit margins and cash flows. Eg: A coffee from
Starbucks is premium priced.

The other major benefit is the decrease of sales and marketing cost for the company

The other indirect benefit is the product line extension, where a company can expand it is
products and services by piggybacking on the brand image.

16. Two techniques to measure Brand equity are

i. Qualitative Technique
1. Free Association
2. Protective Techniques
3. Brand Personality and Values
4. Experiential Methods

ii. Quantitative Technique

1. Awareness
2. Recognition
3. Recall
4. Image

17. Strategic Alliance:

A strategic alliance is an arrangement between two companies that have decided to share
resources to undertake a specific, mutually beneficial project. A strategic alliance is less
involved and less binding than a joint venture, in which two companies typically pool
resources to create a separate business entity. In a strategic alliance, each company maintains
its autonomy while gaining a new opportunity.

S PAVITHRAP AP/MBA
III SEMESTER/II YEAR BA 5001 BRAND MANAGEMENT

18. Brand Preference:

Brand preference reflects a desire to use a particular company's products or services, even
when there are equally priced and equally-available alternatives. In fact, more often than not,
brand preference indicates a desire to seek out a specific product or service, even when it
requires paying more or expending more effort to obtain it. Brand preference is important to
companies because it provides an indicator of their customers' loyalty, the success of their
marketing tactics, and the strength of their respective brands.

19. Elements of Brand Leverage

A brand leveraging strategy uses the power of an existing brand name to support a
company’s entry into a new, but related, product category. For example, the manufacturer of
Mr. Coffee™ coffee makers used its brand name strength to launch Mr. Coffee™ brand
coffee. While coffee machines and coffee beans are in different product categories, there is a
strong enough correlation between the two items that the brand name has a powerful impact
on consumers of both categories.

20. Branding Challenges

 Brand Knowledge
 Brand Value
 Enhancing Brand Perception
 Brand’s Appeal
 To maintain Brand Consistency
 Brand Association
 To maintain Brand Image
 To maintain Brand Position

PART – B

1. How will you measure the brand performance

2. Explain the concept of brand equity management
3. Explain the importance of global branding strategies
4. What is brand audit explain the role of brand audit
5. Explain the concept brand equity measurement.
6. What is brand leverage explain the role of brand leverage.
7. Who is brand manager? Explain clearly the role of brand manager
8. What are the basic challenges of branding
9. Explain how branding opportunities favors for branding
10. Explain the components of brand audit

S PAVITHRAP AP/MBA