WELCOME

TO
ALL
 “BRAND
MANAGEMENT”
Sub: Managerial Economics
Course no. - 102
Submitted to – Prof. Ashok Aima

Made by : Sakshi Gupta

M.B.A. -1st Semester
Roll No. - 30
 TABLE OF CONTENTS
 Brand .
 Brand Equity.
 Brand Challenges
a) Brand Decision
b) Brand Sponsor Decision
c) Brand Name Decision
d) Brand Strategy Decision
e) Brand Repositioning
 Conclusion
 WHAT IS 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.
Examples:-
Brand can convey up to six levels of meaning:-

1) Attributes: A Brand brings to mind certain

attributes.
Example:- Mercedes
2) Benefits: Attributes must be translated
into functional and emotional benefits.
Example:- Mercedes
3) Values: The Brand also says something
about producer value.
Example:-
4) Culture: The Brand may represent a
certain culture.
Example:- Himalaya
5) Personality: Brand projects a
certain personality.
6) User: The brand suggest the kinds of the
consumers who buys or uses the product.
Example:- Scooty Pep
 Brand Equity
It is the positive differential effect that a
known brand name has on customer response
to the product or service.

Example:- IBM
Branding Challenges
The key decisions are:-
Branding Decision:- To brand or not to brand
 Brand Sponsor Decision
A manufacturer have several option w.r.t brand
sponsorship.
The product may be launched as a
MANUFACTURER BRAND.
Example:- IBM , Kelloggs , Wadias , Ambani’s.
Distributor Brand (reseller, store,
house or private brand)

Example:- Bata Shoes and Socks, Khadi Gram

Udyog.
 Licensed Brand
The manufacturer also produce some outputs
under its own name and some under reseller
labels.
Example:- Whirpool –Kenmore, Lenovo –Esys.
 Brand Name Decision
There are four strategies available:-
1) Individual Names.

2) Blanket Family name

3) Separate Family Name.

4) Company Trade Name Combined with

Individual Product Name.
Individual Names:- Company can use this
policy because if product fails or appear to
have low quality, the company's name or
image is not hurt.
Example:- H UL
 Blanket Family Name:-
Company can use this policy because
development cost is less.
Example:- Bajaj , Godrej , Kissan.
 Separate Family Name:- Where a
company produce quite different product, it is
not desirable to use one blanket family name.
Different family names for different quality
lines within the same product line
Example:- Tata, Mead Johnson-
‘Nutriment’ & ‘Metrecal’
Company Trade Name Combine with
Individual Product Name

Example:- Maruti, Kelloggs, J&J.

 Brand Strategy Decision:- A company
has five choices when it comes to Brand strategy.

The company can introduce:-

1) Line extensions.

2) Brand extensions.

3) Multi Brands.

4) New Brands

5) Co Brands
Line Extension:- Line extension consist of
introducing additional items in the same
product category and the same brand name
,such as New Flavors , Forms , Colors , Added
Ingredients and Package Size.
Example: Dove , Lux , Hajmola
Brand Extension:- A company may use its
existing brand name to launch new products
in other categories.
Example:- BAJAJ
Multi Brands :- A company will often
introduce additional brands in the same
product category.
Example:- H UL Soaps
New Brands:- When a company launches
product in new category , it may find that none
of its current brand name are appropriate.
Example:- TIMEX
Co Brands:- When two or more well known
brands combined in an offer. Co branding take
variety of forms:-
1) Ingredient Co branding
Example:- COMPAQ Computers
2) Same Company Co Branding:-
Example:-
3) Joint Venture Co Branding
Example:-Sony Ericsson
 Brand Repositioning:- However well a
brand is currently positioned , the company may
have to reposition it later when facing new
competitors or changing customers preferences.
Example:- 7UP, Lifebouy
CONCLUSION
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