Brand MGMT

UNIT 1
BRAND MANAGEMENT
BRAND
 A Brand is a name, term, sign, symbol or design or a combination

of them, which is intended to identify the goals or services of one
seller or another seller and differentiate them from other
manufacturers
 The American Marketing Association defines ‘brand’ as “a name,

term, design, symbol, or any other feature that identifies one
seller's good or service as distinct from those of other sellers…A
brand may identify one item, a family of items, or all items of that
seller.”
BRANDS.
.
ELEMENTS OF A
BRAND
 Name  Colors
 Logo  Sounds
 Tagline or  Scents
catchphrase  Tastes
 Graphics  Movement
 Shapes
FEATURES OF A
BRAND
 A brand has physical qualities
 A brand has its own personality
 A brand has its own culture
 A brand is a relationship
Advantages Of a Brand
 Develop confidence
 Quick marketing
 Regualar supply
 Fixed prices
 Shopping convenience
 Price and easy

availability
 easy handling
 Communicative role
PERSONAL
BRAND
 The personal brand attached with
individual personality
 It explains the character of the particular
popular celebrity
 For example: Abdul Kalam
BRAND
EQUITY
 Brand Equity is the value of a brand built up over a
period of time. It is composed of four components
namely Image, Perception, Awareness and Loyalty.
 David Aaker defines brand equity as: “A set of
assets and liabilities linked to a brand's name and
symbol that adds to or subtracts from the value
provided by a product or service to a firm and/or
that firm's customers”

BRAND
EQUITY
 Brand equity refers to the marketing effects and
outcomes that accrue to a product with its brand
name compared with those that would accrue if
the same product did not have the brand name.
 Brand equity is one of the factors which can
increase the financial value of a brand to the
brand owner
 BE is an important intangible assets that has

FACTORS INFLUENCING BRAND
EQUITY
Purchasing branded products
Consumer feel confident
Get new information
Enjoy pride while using a specific brand
Willing to accept new product
Benefits of consumer loyalty
Gets support from dealers
Can introduce new product easily
Introduce aggressive marketing plan
Benefits of brand loyalty
Raise profit margin by raising the price
High price for a specific brand
Valuable and powerful asset
Branding Decisions:
Brand Extension
Companies having popular brand desire to

produce new products in the same product line
with that popular brand name.
Types of brand
extension
Extending brand name to other items of the
same product
Line extension is the easiest and simplest form

of brand
Extending the existing brand name to items in a

related product line.
Extending brand name to products in an

unrelated product line.
Requirement
critera
Consistency factor
Brand’s area of expertise
Benefit Transfer
Brand Extension vs Brand Prolifiration
Brand portfolio
BRAND
AWARENESS
 Brand Recognition: Consumer’s ability to

confirm prior exposure to the brand when
they go to the store
 Brand Recall: Ability to retrieve the brand
from the memory when given the product
category
POSITIVE BRAND
EQUITY
 The positive effect of the brand on the

difference between the prices that the
consumer accepts to pay when the brand
known compared to the value of the
benefit received
Versatile Business School, Egmore, Chennai - 600

008
NEGATIVE BRAND
EQUITY
 If consumers are willing to pay more for a

generic product than for a branded one,
however, the brand is said to have
negative brand equity
MANAGING BRAND
EQUITY
 Brand Reinforcement
 Consistently convey the meaning of the

brand to customers
 What the core brand represents, benefits
supplied,
which needs it satisfies
 How brand makes those product/service superior and
which strong favorable unique association
brand should exist in the mind of
customer
MANAGING BRAND
EQUITY
 Requires consistency of marken
tig
support (new offerings, new promotions)
 Example- Nivea from skin crème to skin care and
personal care products.

 Early 70s brandstill a leader-coke
kodak, hienz,wrigleys
BRAND
AUDIT
 It is a consumer focused exercise that involves
a series of procedures to assess the health of a

brand, uncover sources of brand equity, suggest
ways to leverage that equity.
 Is current brand equity satisfactory
 What brand associations to be

needs strengthened
BRANDAUDIT
 What potential challenges exist from the

brand
equity
.
 As a result strategic analysis to develop a
new
marketing program to maximize long term

brand equity
 Externally, consumer-focused assessment
 A comprehensive examination
Versatile to assess
Business School, Egmore, Chennai - 600 the health
BRAND
AUDIT
It includes
 Brand vision
 Mission
 Promise
 Values
 Position
 Personality
 Performance
IMPORTANCE OF BRAND
AUDITS
 Understand sources of brand
equity
 Firm perspective
 Consumer perspective
 Set strategic direction for the brand
 Recommend marketing programs to
maximize long-term brand equity
STEPS IN BRAND
AUDIT
 Brand inventory ( supply side)
 Brand exploratory (demand side)

008
BRAND AUDIT
STEPS
 Brand audit objectives , scope, and approach
 Background about the brand(self-analysis)
 Background about the industries
 Consumer analysis (trends, motivation, perceptions,

needs, segmentation, behavior)
 Brand inventory
 Elements, current marketing programs, POPs,

PODs
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BRAND AUDIT
STEPS
 Brand portfolio analysis
 Competitors ’brand inventory
 Strengths and weaknesses
 Brand exploratory
 Brand associations
 Brand positioning analysis
 Consumer perceptions analysis
 Summary of competitor analysis
 SWOT analysis
 Brand equity evaluation
 Strategic brand management recommendations

STEPS IN BRAND
AUDIT
BRAND INVENTORY BRAND EXPLORATORY
 Brand elements  Awareness
 Supporting marketing  Favorability

programs  Uniqueness of
 Profile of competitive associations
brands  Customer based equity
 POPs and PODs model
 Brand mantra l, Egmore, Chennai - 600

BRAND AUDIT
STEPS
BRAND INVENTORY BRAND EXPLORATORY
 Suggests the bases  Uncovers knowledge
for positioning the brand
structures for the core
 Offers insights to how
brand brand as well as its
equity may be better managed competitors
 Assesses consistency
in
message
brand among activities,
and
extensions, sub to
redundancies,
brands in order avoid
overlaps
consumer confusion and
UNIT IV
BRAND MANAGEMENT
UNIT IV
BRAND REJUVENATION: Brand rejuvenation
and re-launch, brand development through
acquisition, take over and merger-Monitoring
brand performance over the product life cycle.
Co-branding
BRAND
REJUVINATION
 Brand rejuvenation involves adding value
to an existing brand by improving product
attributes and enhancing its ove rall appeal
 It is intended to re-focus the a ttention of
consumers on an existing brand
 Brand rejuvenation helps ove rcome the
consumer’s boredom in seeing the same
product on the shelves year afte r year
 ’new’, ‘super’, ‘special’
‘premium,’ deluxe,
‘extra strong’ and ‘fresh’,
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EXAMPLES OF REJUVENATED
BRANDS

008
BRANDS
 New Burnol:
Burnol became ‘New’
and appeared in a
new pack.

008
BRANDS
 New Horlicks : its
New
Horlicks the New
claimed
nourishment
Horlicks more through
additional protein and
calcium, eight essential
vitamins and iron.
BRANDS
 New Nescafe:
New Nescafe was

made
using the new
agglomeration
process, coffee
fine
instead
powder form and
of the
coffee now came in
small round goblets
OBJECTIVES
 Rejuvenation aims at revival of brand. The

intention is to breathe some new life into a
brand that may be showing signs of decline
 Even healthy, successful brands may need
occasional rejuvenation because of competition.
The brand has to be updated. It ensures the
steady success of the growing brand
 It helps keep the brand live and in focus
RE-
LAUNCH
 Re-launching a brand means thinking
beyond a new design or a new name. It
means, "going deeper.“
 A successful example, they point out, is
Lifebuoy.
 From being an economic and normal bathing
soap it was repositioned in the health and

OBJECTIVES OF BRAND RE
LAUNCH
 To bring it to a better level in terms of sales,
market share and profit than what its current
position reflects.
 To re launch the brand and reposition it for
faster growth and market share
 To re launch a brand that has failed due to
an inappropriate marketing mix
BRAND RE LAUNCH: METHOD
1
 Keep all elements of the mix the same but reposition the brand in the minds
and hearts of customers.
 Nothing is done to the product, the pricing or the distribution but the
communication and the entire repositioning exercise changes the perceived
value of the brand.
 The elements used would be in the area of the communication mix including
the packaging.
 This approach is usually followed when consumers have accepted the product,
found it affordable and available but do not want to use it because they feel it
does not match their needs or aspirations, keeping the psychographics in mind.
BRAND RE LAUNCH: METHOD
2
 Change the channel and distribution strategy.
 Other elements may be working but the distribution

channel may be ineffective due to the choice of in-
appropriate outlets or even ineffective trade margins and
marketing strategy.
 This can be linked with the sales effort, sales organization
and structure.
 This happens in cases where the product is accepted, its
awareness is high but it is not available. There is,
therefore, wastage of advertising money.
BRAND RE LAUNCH:METHOD
3
 Revamp every element of the marketing mix
including the brand name, the product
ingredients and pricing, and bring it out with
a new price and bring it out as a new avatar.

008
MONITORING THE
BRAND
FIRM LEVEL
PRODUCT
LEVEL
CONSUMER
LEVEL

008
FIRM LEVEL
APPROACH
 Firm level approaches measure the brand
as a financial asset
 A calculation is made regarding how
much the brand is worth as an intangible
asset

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PRODUCT LEVEL
APPROACH
 The classic product level brand
measurement example is to compare the
price of a no-name or private label product to
an "equivalent" branded product.
 The difference in price, assuming all things
equal, is due to the brand.

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CONSUMER LEVEL
APPROACH
 This approach seeks to map the mind of the
consumer to find out what associations with the
brand the consumer has.
 This approach seeks to measure the awareness
(recall and recognition) and brand image
 Brands with high levels of awareness and
strong, favorable and unique associations are
high equity brands
008
MEASURING BRAND
PERFORMANCE
 Comparative method
 Brand based comparative method
 Market based comparative method
 Holistic approach
 Residual approach
 Value added approach

008
COMPARATIVE METHOD
BRAND BASED COMPARATIVE MARKET BASED COMPARATIVE

METHOD METHOD
 One set consumers  Consumers respond to

of respond to changes in elements of
the
program marketing
of the target brand
the marketing program or
and another set of
marketing activity for the
consumers to the
program
react of a target brand or
competitive competitive brand.
brand or fictitious brand.
 Example: Case of T Mobile
and Virgin Mobile. Versatile Business School, Egmore, Chennai - 600
HOLISTIC
APPROACH
 Attempt to place an overall value on the

brand in either abstract utility terms or
concrete financial terms
 Net out various considerations to
determine the unique contribution of the
brand

008
HOLISTIC
APPROACH
RESIDUAL APPROACH VALUE ADDED APPROACH
 Examine the value of the  Attempt to place a financial
brand by subtracting value on brand equity for

accounting purposes
consumers’on preferences
based  Useful in cases of mergers
product attributesphysical
alone and acquisitions, brand
licensing, fund raising, and
from their overall
brand management
brand preferences
decisions
008
PRODUCT LIFE
CYCLE
 It gives a list of stages a product undergoes
during its life time It contains the
following stages
 Initial
 Growth
 Maturity or saturation
 Decline

008
008
MONITORING BRAND PERFORMANCE
OVER THE PLC
Relevant issues in PLC analysis include:

 Determining the length and rate of change of
the PLC
 Identifying the current PLC stage and selecting
the product strategy that corresponds to that
stage
 Anticipating threats and finding opportunities
for altering and extending the PLC
008
BRAND
DEVELOPMENT
It can be achieved with the help of

following methods
 Mergers
 Acquisitions
 Take over

008
CO-
BRANDING
 Co-branding, also called brand partnership, is
when two companies form an alliance to work
together, creating marketing synergy.
 Co-branding is an arrangement that associates
a single product or service with more than one
brand name
 Associates a product with someone other than
the principal producer.
008
OBJECTIVES OF CO-
BRANDING
 The object for is to combine the

this strength of two
brands brand extension
 To maximize
their success rates

008
LEVELS OF CO
BRANDING
Global
Branding
Brand
extension
Market
share
008
LEVELS OF CO
BRANDING
 Level 1
Includes joining with another company to penetrate the

market
 Level 2
Working to extend the brand based on the company's

current market share
 Level 3
Tries to achieve a global strategy by combining the

two
brands
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FORMS OF CO
BRANDING
 Ingredient co-branding
 Same-company co-branding
 Joint venture co-branding
 Multiple sponsor co-branding

008
INGREDIENT CO-
BRANDING
 This involves creating brand equity for
materials, components or parts that are contained

within other products
Examples:
 Betty Crocker’s brownie mix includes Hershey’s
chocolate syrup
 Pillsbury Brownies with Nestle Chocolate
 Dell Computers with Intel Processors
 Kellogg Pop-tarts with Smucker’s fruit

008
SAME-COMPANY CO-
BRANDING
 This is when a company with more than one
product promotes their own brands together
simultaneously
 Examples
 Kraft Lunchables and Oscar Mayer meats
 Other examples include the marketing of Gillette M3

Power shaving equipment (which require batteries)
with Duracell batteries (both brands owned
Versatile Business School, Egmore, Chennai - 600 008
JOINT VENTURE CO-
BRANDING
 Joint venture co-branding is another form of co-
branding defined as two or more companies going for
a strategic alliance to present a product to the target
audience.
 Example:
British Airways and Citibank formed a partnership

offering a credit card where the card owner will
automatically become a member of the British
Airways Executive club

008
MULTIPLE SPONSOR CO-
BRANDING
 This form of co-branding involves two or

more companies working together to form a
strategic alliance in technology, promotions,
sales, etc.
 Example
Citibank/American Airlines/Visa credit card

partnership
008
APPLICATIONS
 Co-branding may help usage extension
 Co-branding appears in sales promotions too
 Loyalty programmes, increasingly, include co-

branding arrangements. Corporations are
sharing the cost of loyalty programmes between
their own brands
 Co-branding may signal a trade marketing
operation
008
UNIT V
BRAND MANAGEMENT

008
SYLLABU
S
 BRAND STRATEGIES: Designing and
implementing branding strategies-Case
studies

008
BRAND
STRATEGY
 Branding strategy or brand architecture : It

gives the framework which tells which logo,
design and brand captions to be used for a
new and existing product in order to attract
and retain customers

008
BRAND
STRATEGY
 A plan for the systematic development of a brand
to enable it to meet its agreed objectives.
 The strategy should be rooted in the brand's
vision and driven by the principles of
differentiation and sustained consumer appeal.
 The true brand the sum total of
is perceptions the the constituencies
contribute
of allto revenues and
which
profits.

008
ROLE OF BRANDING
STRATEGY
 Clarify-Brand awareness-improve
consumer understanding and
communicate similarity and differences
between two products
 Motivate-Brand Image-transfer of equity
from brand to individual product to
increase trial and repeat purchase
008
THE BRAND – PRODUCT
MATRIX
 Matrix representation of all the

products and brands sold by the firm
 Rows -brands of the firms
 Columns -products of the firm

008
BREADTH OF BRANDING
STRATEGY
 It describes the number of products linked
to a brand
 Number of product lines
 Variants in each product lines

008
BREADTH OF THE
BRAND
 Number and nature of different product

linked to the brand

008
FACTORS AFFECTING BREADTH OF
BRAND
 Aggressive market factors
 Category factors
 Environmental factors

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BRAND
HIERARCHY
 Displaying the nature and number of
brands of common and distinctive brand

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DESIGNING BRAND
STRATEGY
 Number of levels of the brand hierarchy
 The desired brand awareness and image
at each level
 Combinations of brand elements
from different levels of hierarchy
 Linking brand elements to multiple products
 Adjustment to marketing program

008
GUIDELINES FOR GOOD
BRAND
ARCHITECTURE
 Adopt a strong customer focus
 Avoid over branding
 Create broad, robust brand platform
 Selectively employ sub brands
 Do brand extensions to establish

new brand equity
008
IMPLEMENTATION
 Building awareness of the company

and nature of the business
 Building company trustworthiness
and credibility
 Creating corporate image association
that can be leveraged by
productspecific
marketing Versatile Business School, Egmore, Chennai - 600
TYPES OF BRANDING
STRATEGY
Normally, a company can opt for

one or more of the following
strategies:
 Product branding
 Product-line branding
 Product-range branding
 Corporate branding
008
PRODUCT
BRANDING
• This type of brand give each individual product an
exclusive brand name and the company name being
ignored
• It allows the brand to have unique values, personality,
identity and positioning.
• By doing so, it implies that every new product the
company brings on to the market is a new brand and
can be positioned precisely for a specific market
segment

008
PRODUCT
BRANDING
• It has the advantage of making it easier for the
company to evaluate brand performance and
worth and allows better resource-allocation
decisions.
• The major drawbacks are product
cannibalization if consumers cannot differentiate
clearly among product brands and involves
higher advertising and promotion budget and is
totally self-supporting with little or not brand
Versatile Business School, Egmore, Chennai - 600 008
PRODUCT-LINE BRANDING
STRATEGY
 Here, the products appear under the same brand
name and possess the same basic identity but
with slightly different competencies.
 For example, Follow Me line of hair
shampoos. Here the brand line comes under the
hair-care category but the different line
extensions cover complementary applications of
essentially the same product
008
PRODUCT-LINE BRANDING
STRATEGY
 Advantages therefore are economies of scale in
advertising and promotion and each new line
extension strengthens the position of the brand and
therefore its image.
 The line helps defend the category from predatory
attack.
 Individual product brands can move across to line
brands as companies find ways of extending the
brand to different consumer groups or segments.
008
PRODUCT- RANGE BRANDING
STRATEGY
• A number of products or services in a broad category are
grouped together under one brand name and promoted with one
basic identity.
• Compared to product-line branding, product-range branded
products carry out the basically the same functions but at
different performance levels like various cars in the Mercedes S,
E, C and A class and Intel’s Pentium and Celeron ranges of
microprocessors.
• Therefore the advantage here is that a single brand name allows
Ver sa tile B u sine ss Sch oo l, promotion as the
CORPORATE BRANDING
STRATEGY
• There are two approaches in the Corporate
brand
exercises
• First is to promote its name as the main brand name
sometimes referred to as monolithic or umbrella
branding.
• Here the product is not branded individually or as
strongly as the corporate brand. Companies using this
approach – IBM, Virgin, Sony.
• The basic principle is that the companies believed that
008
CORPORATE BRANDING
STRATEGY
• The second approach which is becoming popular whereby
the product brand name has a high profile but is endorsed by

the parent company which gives the product a stamp of
quality and credibility.
• Here the product brand is self supporting in practically every
respect but retains the assurance of the corporate brand

endorsement.
• It also called house or endorsement branding. Nestle uses
this to protect and Versatile

guarantee the performance of their
Business School, Egmore, Chennai - 600
008

Brand MGMT

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UNIT 1

 A Brand is a name, term, sign, symbol or design or a combination

 The American Marketing Association defines ‘brand’ as “a name,

 A brand has its own personality

 A brand has its own culture

 Price and easy

 BE is an important intangible assets that has

Companies having popular brand desire to

Line extension is the easiest and simplest form

Extending the existing brand name to items in a

Extending brand name to products in an

 Brand Recognition: Consumer’s ability to

 The positive effect of the brand on the

Versatile Business School, Egmore, Chennai - 600

 If consumers are willing to pay more for a

 Consistently convey the meaning of the

personal care products.

a series of procedures to assess the health of a

 Is current brand equity satisfactory

 What brand associations to be

 What potential challenges exist from the

marketing program to maximize long term

 Brand inventory ( supply side)

 Brand exploratory (demand side)

Versatile Business School, Egmore, Chennai - 600

 Background about the brand(self-analysis)

 Background about the industries

 Consumer analysis (trends, motivation, perceptions,

 Elements, current marketing programs, POPs,

 Competitors ’brand inventory

 Strengths and weaknesses

 Brand positioning analysis

 Consumer perceptions analysis

 Summary of competitor analysis

 Brand equity evaluation

 Strategic brand management recommendations

BRAND INVENTORY BRAND EXPLORATORY

 Brand elements  Awareness

 Supporting marketing  Favorability

 Brand mantra l, Egmore, Chennai - 600

Versatile Business School, Egmore, Chennai - 600

Versatile Business School, Egmore, Chennai - 600

New Nescafe was

 Rejuvenation aims at revival of brand. The

soap it was repositioned in the health and

 Other elements may be working but the distribution

Versatile Business School, Egmore, Chennai - 600

Versatile Business School, Egmore, Chennai - 600

Versatile Business School, Egmore, Chennai - 600

Versatile Business School, Egmore, Chennai - 600

 Market based comparative method

 Value added approach

Versatile Business School, Egmore, Chennai - 600

BRAND BASED COMPARATIVE MARKET BASED COMPARATIVE

 One set consumers  Consumers respond to

 Attempt to place an overall value on the

Versatile Business School, Egmore, Chennai - 600

 Examine the value of the  Attempt to place a financial