Introduction

Definition
Brand is a name, term, sign, symbol or design or a combination of them intended to identify goods and services of one seller or a group of sellers and to differentiate them from competition American Marketing Association

Definition

Brand to burn branding at ranches

Brands in India

Beverages Shopping

Home Health & Beauty Apparel

Coca-Cola, Pepsi Big Bazaar, Pantaloons, Spencer's LG, Samsumg, Whirlpool Calvin Clein, Revlon, Gillette Arrow, Chanel, Levis

Brands in India

Information Sports Progress & Ingenuity

CNN, BBC, NDTV Nike, Adidas, Reebok 3M, Apple, AT&T

Brand vs. Products

Kotlers definition Core Benefit Generic Product Expected Product Augmented Product Potential Product Brand: Product + or - perceived differentiator

Rational & Tangible Performance based Symbolic, emotional

Brand = Product + customer perception +performance + brand name + company

Roles that Brands Play

Consumers

Identification of source of product Assignment of responsibility to product maker Risk reducer Promise, bond Signal of quality

Roles that Brands Play

Manufacturers

Means of identification to simplify handling & tracing Legal protection of unique features Signal of quality USP & Competitive advantage Source of Financial returns

What can be Branded

Physical goods Kellogg's, Sony, Coca-Cola Services IBM, Amex, Hilton, Fedex Retailers & Distributors Wal-Mart, Target Online Products & Services Amazon, Google

What can be Branded

People Martha Stewart, Shahrukh Khan, Amitabh Bachchan Sports, Art & Entertainment National Geographic, Manchester United, Movie sequels ( Star Wars, Harry Potter Geographic locations Thailand, Goa, Paris

Challenges

Savvy customers Brand proliferation -Complex brand portfolios & families Maturing markets Increasing competition Decreasing brand loyalty

Challenges

Growth of private labels Increasing trade power High cost of product introduction & support Media fragmentation - High promotional expenditure

Advantages

Greater loyalty Higher margins Licensing opportunities Brand extension opportunities Less vulnerable to competitive marketing actions

Easy to pronounce
Attract Attention Easy to remember

Legally protective

Good Brand

Easy to Recognize

Suggest Company or Product image

Suggest Product Benefits Distinguish product positioning relative to competition

Types of Brand

Premium brand typically costs more than other products in the category Economy brand is targeted to a high price elastic market segment Fighting brand is created specifically to counter a competitive threat

Branding

Corporate Branding- companys name is used as a product brand name Family Branding when one brand name is used for several related products Brand leveraging when a company uses brand equity associated with an existing brand name to launch a new product or product line

Branding

Co-branding when 2 or more brands work together to market their products Brand Licensing when a company sells the rights to use their brand name to another company for use in another geographic area Private Branding when large retailers buy products from manufacturers in bulk and put their own brand name on them

Brand Rationalization

Create a separate product or service for each target market Gain production & marketing efficiencies Part of corporate restructuring

Mass

Niche

Strategic Brand Management Process

Design and implementation of Mktg. programs to build, measure and manage brand equity

Steps
1.

2.

3.

4.

Identify & establish brand positioning & values Planning & implementing brand marketing programs Measuring & Interpreting Brand performance Growing & sustaining brand equity

Strategic Brand Management

1.

Identify & establish brand positioning & values

Mental Maps Competitive frame of reference Points of parity and Points of difference Core brand Values Brand Mantra

Strategic Brand Management

2.

Planning & implementing brand marketing programs

Mixing and matching of brand elements Integrated brand marketing activities Leverage of secondary association

Strategic Brand Management

3.

Measuring & Interpreting Brand performance

Brand Value chain Brand audits Brand Tracking Brand Equity Management System

Strategic Brand Management

4.

Growing & sustaining brand equity

Brand-product mix Brand Portfolios and hierarchies Brand expansion Strategies Brand reinforcement and revitalization