Module No 1

Brand Management
By
Prof Smita M Gaikwad
1
สินจัยหายเหนื่อย
ก่ อนเปิ ดม่ าน “บัลลังก์ เมฆ เดอะมิวสิคัล” ให้ แฟนๆ

ได้ ชมกัน
นก-สินจัย ซ้ อมไปก็ล้ ุนไปว่ า บัลลังก์ เมฆฯ จะกลับ
มาสร้ างความประทับใจได้ เหมือนเดิมหรือไม่ ?
แต่ หลังจากที่ได้ รับเสียงปรบมือกึกก้ องทุกรอบการ
แสดงที่ผ่านมา ก็ทำเอานก เป็ นปลืม้ หายห่ วงหาย
เหนื่อยเป็ นปลิดทิง้ !!
Brand Name
Trademark Generic Name
Product Line Product Mix
Individual offering
Why Brand ?
 Aid in promotion
 Simplify handling
 Pull product through channel
 Enhance control by manufacturer
 Emphasize quality
Branding Process
Target Consumer Identification
Brand Design
Brand Identity Creation
Brand Building Implementation
Leveraging the Brand
Brand Equity Management

Brand Building Model
Emotional
Connection
Relevant Values
Differentiation
Brand
Building
Model
Awareness & Accessibility
Recognition
Brand Loyalty Categories
1. Brand Recognition (also called Brand Equity)

2. Brand Preference / Loyalty
3. Insistence
•Brand Recognition / Equity
•Brand Preference / Loyalty
•Brand Insistence
__________________
•Brand Awareness
•Brand Association
Page 220
• Brand Recognition / Equity - awareness, loyalty, quality,
emotion
• Brand Preference / Loyalty - the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)
________________________________________________
• Brand Awareness -your product is the first that comes to
mind in a certain product category
eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
• Brand Association - the link to favourable images,
celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire
• Brand Awareness -your product is the first
that comes to mind in a certain product
category
eg. Snapple ice tea, jeans-Levi’s, walkman -
SONY
Brand Association
• the link to favorable images, celebrities,

geographic regions
Brand Association
• The link to favorable images, celebrities,

geographic regions
• Brand Awareness -your product is the first that
comes to mind in a certain product category
eg. ice tea = Snapple, running shoes = Nike
Building a Brand That Wins Sales!
• To build brand, we must rely on these five reputation building benefits:

– A quality of product or services
– Product and services that are available when customers need them
– Honesty and make it easy for customers to do business with our company
– Friendly and helpful people in our business
– Product or services that provides a satisfying result to customers’ needs
• These five benefits are minimum requirement to make sales and create a loyal,
satisfies customers. They are foundation for your Brand Building
16
It Takes Time to Build Brand!
• Look around you now! There must be at least a dozen of branding elements at work.
Mostly it’s LOGO!
• The Branding Game is constantly being played around you, all the time
• The goal of brand is to own a share of your mine, so when you need solution, you will buy
from the brand you trusted
• For many, especially advertising agencies, they think that brand building is merely
advertising
– That perception is partially right
– The best thing for brand building is REPUTATION
• Branding do not require massive budget available only to large company. You can also do
it!
17
Creating Your Branding Strategies: What Is Your
Branding Strategy?
Branding strategy is the most overlooked part of a small

business. Without strategy, you are at the mercy of your
competitors!!!
18
Critical Branding Questions
Answer these questions to start building a brand that wins:

1. What are the benefits of using your product and services?
2. Does your product or service have an advantage over your

competitors? If yes, what is it? And how does it benefit the
customers?
3. How do your competitors position their brands?
4. What is your main competitors' marketing message?
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1. Do your competitors deliver on their marketing

promises?
2. Can that advantage be positioned into your brand
identity?
3. Is there a marketing niche that would benefit from your
brand?
4. Is your company name and logo descriptive and
distinctive? Are there ways that it can be improved?
5. What is your company’s core message? And is your
message clear and focused? Do your message connected
to your target audiences?
20
1. What promises does your company make during the sales

process?
2. Do you deliver on those promises?
3. What process can you use to determine if your customer
or clients believe you are delivering oin your promises?
4. What research have you done to better understand the
needs of your target audiences?
5. Does your brand have equity, personality or reputation?
If not, can we do something to make it happen?
21
Brand is The Sum of All Parts
• Branding is created from the integration of multiple
components, and all of them are necessary. This includes other
thing such as:
– Touch point management
– Employee education and readiness to serve
• SO ACT NOW!!!!!!!
22

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Brand Management

ก่ อนเปิ ดม่ าน “บัลลังก์ เมฆ เดอะมิวสิคัล” ให้ แฟนๆ

Trademark Generic Name

Product Line Product Mix

 Pull product through channel

 Enhance control by manufacturer

Target Consumer Identification

Brand Identity Creation

Brand Building Implementation

Leveraging the Brand

Brand Equity Management

1. Brand Recognition (also called Brand Equity)

• the link to favorable images, celebrities,

• The link to favorable images, celebrities,

• To build brand, we must rely on these five reputation building benefits:

– Friendly and helpful people in our business

– Product or services that provides a satisfying result to customers’ needs

Branding strategy is the most overlooked part of a small

Answer these questions to start building a brand that wins:

2. Does your product or service have an advantage over your

4. What is your main competitors' marketing message?

1. Do your competitors deliver on their marketing

1. What promises does your company make during the sales

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