PPT- Brand Management

Unit 1: Brand Introduction

What is a brand?

For the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one seller
or group of sellers and to differentiate them from those of competition.”

These different components of a brand that identify and differentiate it are brand elements.

Many practicing managers refer to a brand as more than that— as something that has
actually created a certain amount of awareness, reputation, and prominence in the
marketplace.

Questions to be asked?

1. How many are aware?

2. How many are aware that you have a solution?

3. How many of those consider you?

4. How many of those tried you overtime?

Brands Vs Product

 A product is anything we can offer to a market for attention, acquisition, use, or

consumption that might satisfy a need or want.

 A product may be a physical good, a service, a retail outlet, a person, an organization, a

place, or even an idea.

5 levels of a product

• The core benefit level is the fundamental need or want that consumers satisfy by consuming
the product or service.

• The generic product level is a basic version of the product containing only those attributes or
characteristics absolutely necessary for its functioning but with no distinguishing features.

• The expected product level is a set of attributes or characteristics that buyers normally
expect and agree to when they purchase a product.

• The augmented product level includes additional product attributes, benefits, or related
services that distinguish the product from competitors.

• The potential product level includes all the augmentations and transformations that a
product might ultimately undergo in the future.

A brand is therefore more than a product, as it can have dimensions that differentiate it in some
way from other products designed to satisfy the same need. n Some brands create competitive
advantages with product performance; other brands create competitive advantages through
non-product- related means.
 https://www.youtube.com/watch?v=keCwRdbwNQY

Who is apple and what does it stand for? Nike is a shoe selling company but is known for
respecting great athletics and athleticism. Apple believes that people with passion can change
the world. So, 1st brand marketing campaign – Think Different campaign by
marketingandvalues.com

Why brands matter/ Importance of a brand to Importance of brands to firms

consumers?
Identification of the source of the product Identification to simplify handling or tracing

Assignment of responsibility to product maker Legally protecting unique features

Risk reducer Signal of quality level

Search cost reducer Endowing products with unique associations

Promise, bond, or pact with product maker Source of competitive advantage

Symbolic device Source of financial returns

Signal of quality

Risks involved in product decisions

Consumers may perceive many different types of risks in buying and consuming a product:

Functional risk—The product does not perform up to expectations.

Physical risk—The product poses a threat to the physical well- being or health of the user or
others.

Financial risk—The product is not worth the price paid.

Social risk—The product results in embarrassment from others.

Psychological risk—The product affects the mental well-being of the user.

Time risk—The failure of the product results in an opportunity cost of finding another
satisfactory product.

Importance of brands to firms

To firms, brands represent enormously valuable pieces of legal property, capable of

influencing consumer behaviour, being bought and sold, and providing the security of
sustained future revenues.

What is branded?

Physical goods Services Retailers and distributors

Online products and services People and organizations

Sports, arts, and entertainment Geographic locations Ideas and causes

Employee brand engagement:

• Rational level – To understand what is the essence and the values of the brand

• Behavioural level – To have and know the tools that help them apply the brand at each
assigned touch point.

• Emotional level – To provide a meaningful purpose, they can relate to.

The 3 E’s:

Efficiency, Effectiveness, Experience

https://www.indiatoday.in/india/video/watch-sonu-nigam-singing-on-mumbai-streets-
disguised-as-beggar-for-web-video-442920-2016-05-18

Unit 2: CBBE Customer based brand equity

Terminologies

• Brand equity – the commercial value a brand provides to a firm through its effects on the
attitudes and behaviours of its stakeholders.

• Brand identity – a name, symbol or design that identifies a product, service or entity from
others.

• Brand image – a set of associations attached to a brand identity in the minds of its
stakeholders.

• Brand promise – the customer value proposition or benefits communicated by the brand to
the customer and/or consumer.

• Brand purpose – this answers the question of why a brand exists with respect to the positive
difference it aims to make in people’s lives.

• Brand valuation – A process of estimating the total financial value of the brand.

• Brand value – the incremental earning stemming from a branded compared to an

unbranded business and product.

3B Alignment

Business to Brand to Behavior

Importance of 3B

The bottom line is that any brand—no matter how strong at one point in time—is vulnerable, and
susceptible to poor brand management.

 Savvy customers Brand proliferation Media fragmentation

Ex- pampers

https://www.ispot.tv/ad/7icN/pampers-diapers-pampers-believes-in-a-better-nights-sleep

https://adage.com/creativity/work/pooface/42543
The Brand Equity Concept

 No common viewpoint on how it should be conceptualized and measured

 It stresses the importance of brand role in marketing strategies.
 Brand equity is defined in terms of the marketing effects uniquely attributable to
the brand.
n
Brand equity relates to the fact that different outcomes result in the marketing of a product or
service because of its brand name, as compared to if the same product or service did not have
that name.

CBBE - n “The differential effect that brand knowledge has on consumer response to the marketing of
that brand.” By Keller 1993

 Differential effect
o Differences in consumer response
 Brand knowledge
o A result of consumers’ knowledge about the brand
 Consumer response to marketing
o Choice of a brand
o Recall of copy points from an ad
o Response to a sales promotion
o Evaluations of a proposed brand extension
Brand Knowledge = Brand Awareness (Recognition and Recall) + Brand Image (Strong Brand
Associations)

 Brand knowledge is the key to creating brand equity.

 Brand knowledge consists of a brand node in memory with a variety of
associations linked to it.
 Brand knowledge has two components: brand awareness and brand image.
Sources of Brand Equity

1. Brand Image: Strong, favourable, and unique brand associations

Brand Associations
i. Does not matter which source of brand association
ii. Need to be favourable, strong, and unique
iii. Marketers should recognize the influence of these other sources of
information by both managing them as well as possible and by adequately
accounting for them in designing communication strategies.

2. Brand awareness: Brand recognition and Brand recall

a. Increasing the familiarity of the brand through repeated exposure (for brand
recognition)

b. forging strong associations with the appropriate product category or other relevant
purchase or consumption cues (for brand recall)

Brand Awareness Advantages

 Learning advantages: Register the brand in the minds of consumers

 Consideration advantages: Likelihood that the brand will be a member of the
consideration set
 Choice advantages: Affect choices among brands in the consideration set

1. Aaker Brand Equity Model:

2. Keller’s Brand Equity Model:

1. Salience Dimensions (Depth (Ease of Recognition + Recall) + Breadth
(Consumption and Purchase))
 Depth of brand awareness
 Ease of recognition and recall
 Strength and clarity of category membership
 Breadth of brand awareness: (Range of purchase situations in which
the brand comes to mind)
 Purchase consideration
 Consumption consideration
2. Performance Dimensions
 Primary characteristics and supplementary features
 Product reliability, durability, and serviceability
 Service effectiveness, efficiency, and empathy
 Style and design
 Price
3. Imagery Dimensions
 User profiles
 Demographic and psychographic characteristics
 Actual or aspirational
 Group perceptions—popularity
o Purchase and usage situations
 Type of channel, specific stores, ease of purchase
 Time (day, week, month, year, etc.), location, and context of usage
o Personality and values
 Sincerity, excitement, competence, sophistication, and roughness
o History, heritage, and experiences
 Nostalgia
 Memories
4. Judgement Dimensions
 Brand Quality
o Value
o Satisfaction
 Brand Credibility
o Expertise
 o Trustworthiness
o Likability
 Brand Consideration
o Relevance
 Brand Superiority
o Differentiation
5. Feelings Dimensions
Warmth Fun Excitement Security Social Approval Self-respect

6. Resonance Dimensions
 Behavioural loyalty
o Frequency and amount of repeat purchases
 Attitudinal attachment
o Love brand (favourite possessions; “a little pleasure”)
o Proud of brand
 Sense of community
o Kinship
o Affiliation
 Active engagement
o Seek information
o Join club
o Visit website, chat rooms

3. Customer Based Brand Equity Model:

4. Brand Asset Valuator (Young and Rubican)

The four pillars
Differentiation
• Has your brand attracted consumers attention more than your competitors?
• how often consumers have come across your brand, if they recognize your
brand, and how different it is from your competitors.
 • As a brand matures, Brand Asset Valuator model states that
Differentiation often declines.
• A low level of Differentiation is a clear warning that a brand is fading.
Relevance
• How appropriate your brand is for your consumers?
• Is your product relevant to consumers in regards to price, convenience, and
fulfilling their needs?
• How likely they would be to purchase your product or service, regardless of
whether or not they have purchased your product or service in the past.
• Relevance & Differentiation determines the success.
• There exists a direct correlation between Relevance and market
penetration.
Esteem
• Perceived quality and customer perceptions about growing popularity of a
brand.
• The customer’s response to a marketers’ brand building activity is driven by
his perception of two factors; quality and popularity.
• Does the brand keep its assurances?
Knowledge
• Knowledge measures the extent of the customer’s awareness of the brand
and understanding of its identity.
• Shows the familiarity that consumers share with the brand.
• Brand Knowledge is the result and represents the successful finale of building
a brand.
• Knowledge is a result of strong idea generation.

BAV Dynamics

Positive
Differentiation > Relevance. 
• This can attract customers, get them to explore the brand, and find out if it is
relevant to them.
Esteem > Knowledge. 
• Consumers respect and desire your brand.
• Consumers want to purchase your product or service.
Negative
Relevance > Differentiation. 
• Brand is no longer interesting or pulling in consumers.
• Competing on relevance alone.
Knowledge > Esteem. 
• Can lead to problems, if they believe they know negative things about your
brand.
• Consumers who think they don’t need to learn anything else about your brand
have already judged it
• Learning more about your competition and less about you.

Brand Strength (Differentiation + Relevance) and Brand Stature (Esteem + Knowledge)

• Differentiation and Relevance combine to determine Brand Strength.

• Brand Strength is an important indicator of future potential & performance.
• Esteem and Knowledge together create Brand Stature.
 • Brand Stature is more of a report on past performance.
BAV Power Grid

5. BrandZ Methodology:

Step 1: Calculating Financial Value

Part A
 • A corporation owns only one brand or many brands.
• Apportion the earnings of the corporation across a portfolio of brands.
Step 2: Calculating Brand Contribution
• Peeling away a few more layers — for example: price, availability and
distribution.
• Assessing the ability of brand associations in consumers’ minds to deliver
sales by predisposing consumers to choose the brand or to pay more for it.
Step 3: Calculating Brand Multiple
• Future earnings prospects as a multiple of current earnings.

https://www.youtube.com/watch?v=RI0Gn9bZyQM

Unit 3: Positioning
Brand Mantras
 Set of abstract concepts or phrases that characterize the five to ten most
important dimensions of the mental map of a brand.
 Relate to points-of-parity and points-of- difference.
 An articulation of the “heart and soul” of the brand similar to “brand essence”
or “core brand promise”.
 Short three- to five-word phrases that capture the irrefutable essence or spirit
of the brand positioning.
 Considerations
o Communicate
o Simplify
o Inspire
Designing Brand Mantras
 The term brand functions describe the nature of the product or service or the
type of experiences or benefits the brand provides.
 The descriptive modifier further clarifies its nature.
 The emotional modifier provides another qualifier
 —how exactly does the brand provide benefits, and in what way?
Brand Personality
• Brand personality is a set of human characteristics that are attributed to a
brand name.
• An effective brand increases its brand equity by having a consistent set of
traits that a specific consumer segment enjoys.

Brand Positioning
 Is at the heart of the marketing strategy

 “. . . the act of designing the company’s offer (image) so that it occupies a

distinct and valued place in the target customer’s minds.” Philip Kotler
Brand Positioning Guidelines

 Two key issues in arriving at the optimal competitive brand positioning are:
o Defining and communicating the competitive frame of reference
o Choosing and establishing points-of-parity and points-of-difference

Frame of reference

 Defining a competitive frame of reference for a brand positioning is to determine

category membership.

 The preferred approach to positioning is to inform consumers of a brand’s

membership before stating its point of difference in relationship to other category
members.
Determining Frame of reference

 Marketers need to know:

o Who the target consumer is?
o Who the main competitors are?
o How the brand is similar to these competitors
o How the brand is different from them
Target Market

 A market is the set of all actual and potential buyers who have sufficient interest in,
income for, and access to a product.
 Market segmentation divides the market into distinct groups of homogeneous
consumers who have similar needs and consumer behaviour, and who thus require
similar marketing mixes.
 Market segmentation requires making trade-offs between costs and benefits.
Criteria for segmentation

 Identifiability: Can we easily identify the segment?

 Size: Is there adequate sales potential in the segment?
 Accessibility: Are specialized distribution outlets and communication media
available to reach the segment?
 Responsiveness: How favourably will the segment respond to a tailored marketing
program?
Nature of Competition

 Deciding to target a certain type of consumer often defines the nature of

competition
 Do not define competition too narrowly.
POP and POD

 Points-of-difference (PODs) are attributes or benefits that consumers strongly

associate with a brand, positively evaluate, and believe that they could not find to the
same extent with a competitive brand.
 Points-of-parity associations (POPs), on the other hand, are not necessarily unique to
the brand but may in fact be shared with other brands.
Choosing POPs and PODs

 Desirability criteria (consumer perspective)

o Personally relevant
o Distinctive and superior
o Believable and credible
 Deliverability criteria (firm perspective)
o Feasible
o Profitable
o Defensible and difficult to attack
Strategies for Positioning

 Establish separate marketing programs

 Leverage secondary association (such as Company, country, channel of
distribution, other brands, characters, spokespersons, events)
 Re-define the relationship from negative to positive

Reinforcing Brands: Generally, we reinforce brand equity by marketing actions that consistently
convey the meaning of the brand to consumers in terms of brand awareness and brand image.

 Maintaining brand consistency

 Consistent marketing support in amount and nature

 https://www.youtube.com/watch?v=QK9Di31oJ88 - KFC
 https://www.ispot.tv/ad/I3FW/jack-daniels-most-likely-song-by-link-wray Jack
Daniel
 Protecting sources of brand equity

 Fortifying versus leveraging

 https://www.feedough.com/brand-wars/
 Fine-tuning the supporting marketing program

 https://www.adsoftheworld.com/media/print/gillette_sharp_turning
  https://www.forbes.com/sites/charlesrtaylor/2019/01/15/why-gillettes-new-ad-
campaign-is-toxic/#33efe7e05bc9
 https://www.insider.com/famous-companies-logos-then-and-now-2019-1

Revitalising Brands:

 Expand the depth and/or breadth of awareness by improving consumer recall and
recognition of the brand during purchase or consumption settings

 Improve the strength, favourability, and uniqueness of brand associations—either

existing or new—making up the brand image

 Expanding brand awareness

 Breadth challenge
 https://www.youtube.com/watch?v=KxcIWrFM3Vs
 https://www.youtube.com/watch?v=zXq9kED_MqU
 Improving brand image

 Repositioning the brand (Saffola, Kellogg’s, Harley Davidson)

 https://brandequity.economictimes.indiatimes.com/news/business-of-
brands/the-saffola-story-from-scare-to-care/59765523- Saffola Article
 https://www.youtube.com/watch?v=wSC_Ap3klLI- Saffola Gold
 https://www.youtube.com/watch?v=c4CWJjdh4l0- Saffola Active
 Changing brand elements (Navratna, Santoor)
 http://www.socialsamosa.com/2019/03/lifebuoy-advertising-journey/ -
lifebuoy journey
 Entering new markets / segments
Unit 4: Choosing Brand Elements to Build Brand Equity
 Brand knowledge structures depend on:
 The initial choices for the brand elements
 The supporting marketing program and the manner by which the brand is
integrated into it
 Other associations indirectly transferred to the brand by linking it to some
other entities
Criteria for choosing brand elements

1. Memorability:
 Brand elements should inherently be memorable and attention-getting, and
therefore facilitate recall or recognition.
2. Meaningfulness:
 Brand elements may take on all kinds of meaning, with either descriptive or
persuasive content.
 Two particularly important criteria
o General information about the nature of the product category
o Specific information about particular attributes and benefits of the
brand
 The first dimension is an important determinant of brand awareness and
salience; the second, of brand image and positioning.
3. Likability:
 Do customers find the brand element aesthetically appealing?
 Descriptive and persuasive elements reduce the burden on marketing
communications to build awareness.
4. Transferability:
 How useful is the brand element for line or category extensions?
 To what extent does the brand element add to brand equity across geographic
boundaries and market segments?
5. Adaptability:
 The more adaptable and flexible the brand element, the easier it is to update it
to changes in consumer values and opinions.
 For example, logos and characters can be given a new look or a new design to
make them appear more modern and relevant.
6. Protectability
Marketers should:
 Choose brand elements that can be legally protected internationally.
 Formally register chosen brand elements with the appropriate legal bodies.
  Vigorously defend trademarks from unauthorized competitive infringement.

Tactics of Brand Elements

A variety of brand elements can be chosen that inherently enhance brand

awareness or facilitate the formation of strong, favourable, and unique brand
associations.
o Brand names
o URLs
o Logos and symbols
o Characters
o Jingles
o Slogans
o Packaging
1. Brand Name:
n
Like any brand element, brand names must be chosen with the six general criteria of
memorability, meaningfulness, likability, transferability, adaptability, and protectability in
mind.

Types of Brand Names:

• Descriptive: Compaq, Air India

• Metaphors: Nissan’s Infiniti, Puma, Jaguar, Aquafresh
• People’s Name: TATA, Birla, Ford
• Words that can’t be connected to the product: Apple, Camel, Virgin
• Brands with altered words that sound real: Ikea, Google, Kodak, Sony
• Blending 2 words together: Facebook, Netflix.
Brand Naming Guidelines:

• Brand awareness
o Simplicity and ease of pronunciation and spelling
o Familiarity and meaningfulness
o Differentiated, distinctive, and uniqueness
• Brand associations
o The explicit and implicit meanings consumers extract from it are
important. In particular, the brand name can reinforce an important
attribute or benefit association that makes up its product positioning.
Brand Naming Procedures:

• Define objectives
• Generate names
• Screen initial candidates
• Study candidate names
• Research the final candidates
• Select the final name
2. URLS:
• URLs (uniform resource locators) specify locations of pages on the web and are also
commonly referred to as domain names.
 • A company can either sue the current owner of the URL for copyright infringement,
buy the name from the current owner, or register all conceivable variations of its
brand as domain names ahead of time.

3. Logos and Symbols:

• Play a critical role in building brand equity and especially brand awareness
• Logos range from corporate names or trademarks (word marks with text only)
written in a distinctive form, to entirely abstract designs that may be completely
unrelated to the word mark, corporate name, or corporate activities
https://www.insider.com/famous-companies-logos-then-and-now-2019-1
4. Characters:
• A special type of brand symbol—one that takes on human or real-life
characteristics. Ex – Amul, Vodafone, Pillsbury, McDonald’s
5. Slogans
• Slogans are short phrases that communicate descriptive or persuasive information
about the brand.
• Slogans are powerful branding devices because, like brand names, they are an
extremely efficient, shorthand means to build brand equity
• Nike – Just Do It.
• Apple – Think Different.
• Coca-Cola – Open Happiness.
• L'Oreal – Because You're Worth It.
• M&Ms – Melts in Your Mouth, Not in Your Hands.
• De Beers – A Diamond is Forever.
6. Jingles
• Jingles are musical messages written around the brand. Typically composed by
professional songwriters, they often have enough catchy hooks and choruses to
become almost
o permanently registered in the minds of listeners
o —sometimes whether they want them to or not!
• Jingles are perhaps most valuable in enhancing brand awareness.
https://www.youtube.com/watch?v=CdCmSB2n65s
https://www.youtube.com/watch?v=nDoR697hm4k

7. Packaging
• From the perspective of both the firm and consumers, packaging must achieve
a number of objectives:
a. Identify the brand
b. Convey descriptive and persuasive information
c. Facilitate product transportation and protection
d. Assist at-home storage
e. Aid product consumption

https://www.adsoftheworld.com/media/design/heinz_heinz_ketchup_pour_
perfectly – Heinz Ketchup
https://knowledge.wharton.upenn.edu/article/secrets-of-successful-ad-
campaigns-lessons-from-absolut-nike-and-nascar/
https://www.youtube.com/watch?v=tHCpyK2nUpc - Absolute Vodka
https://www.adsoftheworld.com/media/direct/cocacola_festival_bottle -
Coca-Cola
 Packaging can influence:
• Taste - Our sense of taste and touch is very suggestible, and what we see on a
package can lead us to taste what we think we are going to taste.
• Value - Long after we have bought a product, a package can still lead us to
believe we bought it because it was a good value.
• Consumption- ConsumptionStudies of 48 different types of foods and
personal care products have shown that people pour and consume between
18% and 32% more of a product as the size of the container doubles.
• How a Person Uses a Product - An analysis of 26 products and 402
consumers showed that twice as many people learned about the new use from
the package than from television ads.

Putting all the brand elements together:

 The entire set of brand elements makes up the brand identity, the contribution of all
brand elements to awareness and image.
 The cohesiveness of the brand identity depends on the extent to which the brand
elements are consistent.