Brand Management

•ABHINAV SRIVASTAVA
Contents

• Brand
• Levels of branding
• Concept of Brand
• Brand Management
• Evolution of Brand
• Uses of branding
• History of branding
• Dimensions of Brands
• Characteristics of Branding
• Branding Today
• Brand Decision
• Brand Strategies
• Approaches of Brand Strategies
• Brand elements
• Criteria for choosing a brand element
• Brand Portfolio
• Clarifications and Discussions

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Brand & Its Level

Brand
 Identity of a product & service.
 Labels of ownership: name, term, design, symbol.

Levels of Branding
 Country brand
Company or corporate
brand
 Service or product brand

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Brand Concept

Brand is: - a name, a term, a sign, a symbol or a combination of them which intended to indentify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
•

Success of brand depends on – effective marketing resources

•
Brands create – mental image among the consumers
•
Brands satisfy the rational and emotional needs of consumers
•

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Brand Management

• A application of marketing techniques to a specific product line or a brand Ex: Brand equity and brand
franchise

• Brand gives an implied promise that the level of quality that people have come to expect from a brand –
which leads to consistency in purchase.

• Value of Brand (from manufacturer’s point of view): - amount of profit that it generated (reduced cost,
increased prices & market share and efficient marketing, etc.)

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Evolution of Brands

Evolution of Brand: Brands start off as products made out of certain ingradiants. Over a
period of time brands are built through marketing activities and communications. They
keep on aquiring attributes, core values and extended value

•Extended
core
values
•Attribute
category
association
•Prod.
ingredients

Time

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Evolution of Brands

• ESPN (launched in 1978 in Bristol)

Initially with a single satellite broadcasting regional sports. Through its singular focus on
providing sports programming and news it grew into biggest name in sports.

Now: 10 cable channels, a web site, a magazine, a restaurant chain, more than 600 local
radio affiliates, television series, book publishing, online stores, music, and lot more.

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Evolution of Brands

• Disney land

• Amul

• Servo

R Y
• Coca-Cola

TO
• GE
S
• Nokia E
McDonald’s A M
•S
•

• Intel

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Uses of Brands/ Branding

• Branding makes it easier consumer to identify the products and services

• Gives comparable quality of the same product
• It simplify the consumer shopping
• Choosing a brand is simpler than choosing a product
• No confusion among branded products with consumers
• Good brands helps in building corporate image
• Brand loyalty protects a firm against competition
• Helps in segmenting the market
• Identification tool for the vendor

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History of Branding

• In ancient Roman and Greek society, shop keepers use to hang pictures above their
shops of products they sold
• High rate of illiteracy – pictorial presentation was more popular
• Each retailer started the symbols to represent his specialty. This led to the development
of Logos
• Logos are the short hand devices indicating the capability of a brand – The same trend
continues now also
• Branding was used as a guarantee of source of their product. Later it became a legal
protection against copying and imitation. Trade marks now includes; works, symbols
and package design and register able.
• Branding – Red hat iron for cattle as a proof of ownership
• Oxford dictionary meaning of brand – Ownership and quality
• Ranchers in old west region used brands to identify their cattle – that time fencing was
not invented – brands are differentiating devices even today.

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History of Branding

• Classical brand management got developed in retail grocery

• Whole sellers used to sell unbranded products and little contact with retailers. Then
manufacturers started branding their products bypassing whole sellers. Then
advertising came into focus for creating brand awareness, reliability and guarantee and
quality
• Even manufacturers started appointing their sales men with retailers during mid 19th
century
• Manufacturers started creating brand awareness to make differentiation of products
from competitors

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Dimensions of Brand

• Differentiation

• Legal protection

• Functional communication

Most of the brands today we see in the market are emerged during second world war period.
Later brands quired emotional attachment, they made personality statement and
represented buyer moods.

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Characteristics of Brand

•Generic
Characteristics of Brand

•Expected

•Augmented

•Potential

Note: If there is no creativity, then brands will replace to the previous levels

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Branding Today

• One extreme – simple brands associated with advertising slogans & other extreme –
structured branding with certain objects represent a product.

• Acc. To Lang maid &Gordon “Brands move from simple verbal to aural to visual
association to branding devices to symbols, to analogies, to metaphors, to tone of
voice & ultimately to structure.

• Evaluate a brand perceptually

a. reliability
b. Feel-good factor
c. Superiority to other competitive brands etc…

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Brand Decision – Brand strategy

Brand strategy- this answer the question of how to develop a brand??

• By assessing your brand

• Analyzing the competitors

• Corporate goals & objectives

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BRAND STRATEGIES

• Brand Acquisition:
Example:- Thumps up by coca cola
Arcelor by Mittal steel
IBM’s PC & laptop by Lenovo (Chinese brand)

• Brand Architecture: giving shape & design to your brand.

Example:- P&G (tide, Pantene, pamper, ivory etc..) ,Court yard hotel(Marriot, mother brand)
UK based Virgin(virgin megastore, Atlantic, brides) etc…
Note: Endorsed brand will save some marketing expense with mother brand

• Brand Orientation:
1. It is a deliberate approach to working with brands, both internally & externally.
2. It refers to “the degree to which the organization values brands & its practices are oriented
towards building brand capabilities”.

• Using different techniques:

a. Brand rationalization – Retail space – marketing efficiency
b. Reposition / rebranding
c. Brand performance – Cultures and meanings, design, retail advertisements, symbolic,
rental power, social transformation, donations and sponsorships etc.,

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Approaches of brand strategies

a. Branding by expression: example:- Luxury goods

b. Branding by imageries: example:- T.V., Big posters,
prints etc..
c. Branding by experience: example:-Starbucks & body shop
d. Online experience– Google, Amazon.com, eBay etc..

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Brand elements

• Name

• Logo

• Symbol

• Package

• Design

• Other attributes that identifies a product & distinguishes it from others.

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Criteria for choosing Brand elements

• Memorability – Surf, Fanta

• Meaningfulness – Sunlight soap, Boost

• Likeability – It should be fun and interesting

• Transferability – No inherent meaning

• Adoptability – Can be changed based on contemporary needs

• Protect ability – Legal aspects

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Brand Portfolio

• Brand portfolio includes all the brands and sub brands attached to product market offerings

including co-brands with other brands

1. Migration strategies: Migration of customers from Splash to Max

2. Acquiring new customers: Multiple marketing communication programme, Brand extension

and sub brands, New distribution outlets

3. Retiring Brands: Making new brands

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Thank You