Marketing Management

Marketing Management Prof. Rajesh Satpathy

 Marketing Management
BRAND
Commodity - Any unbranded product is a commodity. Example –
sugar, besan, tea, coffee.

What is a Brand?

A brand is a name, term, sign, symbol or design, or a combination of

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

Brand name: Can be a word not related to the meaning of product,

Company name, function of product (Liv 52, Quickfix, Sunflame),
alphabet and numerals (RX 100),Sometimes synonymous to product
class.

Brand mark: A symbol, design, lettering or distinctive coloring (Key

hole, man with steel muscles, horse head)

Trade mark: A legal right to protect a brand name.

Copy right: Legal right of a company to publish, sell or reproduce

matters like literacy, music or art.
Marketing Management
 Marketing Management
ADVANTAGES DISADVANTAGES
 Brand provides faith and  Price tends to rise for branded
assurance about product quality products.
and performance.  Customers confuse when many
 Brand provides faith and brands claim as they are the best.
assurance about product quality  As customer acceptance is good,
and performance. branded product may raise price
 Easy identification facilitates or reduce quality.
purchase.  Importance of brand
 Psychological satisfaction
 Due to competition, branded
product provides value addition
and features.
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Choosing Brand elements… There are six criteria for choosing brand
elements…

Memorable – Should be short, clear and easy to remember. Lux, LG, Rin
Meaningful – should be credible. It should suggest the corresponding
category and a product ingredient or the type of person who might use
the brand. Fair and lovely, Close – up toothpaste, Maruti 800
Likable – Should be appealing.
Transferable - Can the brand element introduce new products in the same
or different categories. Cadbury, Dhara (Indian name but not recognized
globally)
Adaptable - How adaptable and updatable is the brand element at
different geographic locations? Nano, Mitsubishi (not adaptable at some
places)
Protectable- How legally protectable is the brand element? How
competitively protectable?
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Co-branding—also called dual branding or brand bundling—two or more well-
known brands are combined into a joint product or marketed together in some
fashion. Example – Maruti Suzuki
Ingredient-branding is creating a brand
for an ingredient or component of a product,
to project the high quality or performance of the ingredient.
Example – Laptop with Intel processor, Volvo bus with MRF tyres

Brand association is something which is linked to the memory of the brand.

It can be the logo, jingle, slogan, colour, smell, taste, packaging, product
attributes, product class, use or application, customer benefits, price, life style,
competitors, celebrity.
Brand recall - It is the consumers ability to recall the brand from the memory
when given the product category.
Brand awareness - is the extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product. Consumer is not
fully aware of the brand, but know a little about it.
Marketing Management
Marketing Management
 Marketing Management
Brand rejuvenation or revitalization…

1. Giving new life to brand to overcome customer’s boredom.

2. Revive the brand by improving or adding value.
3. Applicable in declining and stiff competition.
4. Through new association (Wheel VsNirma, Axis Bank, ABV news channel).
5. HUL is the master in this concept
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Rebranding and Sub-brands…

When Federal Express changed its trading name to the more modem FedEx’ it
also changed its logo to feature the new name in a distinctive logo.

When the company decided to rebrand a ground delivery service it had

purchased, it chose the name FedEx Ground and developed an alternative color
treatment of the standard logo (purple and green rather than purple and orange)
Consistent applications of this design were developed for use in settings ranging
from business cards to boxes, from employee caps to aircraft exteriors.

Note : Its goal was to transfer the positive image of reliable, on-time service
associated with its air services to It is less expensive, small-package ground
service. The well-known air service was then rebranded as FedEx Express.
Thank You!