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Brand Management

The document discusses key concepts regarding brands including definitions of a brand and how brands differ from products. It outlines major brand strategy decisions such as brand positioning, name and logo selection, sponsorship options, and strategies for brand development including line extensions, brand extensions, multibranding, and launching new brands. Brand positioning involves designing a brand's offering and image to occupy a distinctive place in customers' minds based on benefits and qualities.

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Laxmikant Maheshwari
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43 views19 pages

Brand Management

The document discusses key concepts regarding brands including definitions of a brand and how brands differ from products. It outlines major brand strategy decisions such as brand positioning, name and logo selection, sponsorship options, and strategies for brand development including line extensions, brand extensions, multibranding, and launching new brands. Brand positioning involves designing a brand's offering and image to occupy a distinctive place in customers' minds based on benefits and qualities.

Uploaded by

Laxmikant Maheshwari
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Building Strong Brands Module 1

What is the Territory of the Brand?

What is a Brand ?

The American Marketing Association (2005), a brand is 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 is a promise of value to consumers. (Raggio &Leone, 2005).


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Products vs. Brands


- A product can be copied, brand is unique

- Product is quickly outdated, brands are timeless - Brands differentiate product - Fairness Cream : Fair and Lovely vs. Ponds - Petrol : BPCL vs IOC - Cola : Coke vs. Pepsi - Brands are power assets that must be carefully developed and managed
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Major Brand Strategy Decisions


A. Brand Positioning B. Brand Name and Logo Selection C. Brand Sponsorship D. Brand Development

A. Brand Positioning

- It is the act of designing the companys offering and image to occupy a distinctive place in the target markets mind - It starts with a product or service - It is what the marketer does to the mind of the consumer

The Indian Consumer


- 581 TV channels

(July 2010)

- 17 FM channels + AM
- 1 crore ton newsprint p.a.(per capta 10 kg) - Add hoardings, posters, wall painting, internet, mobile

- 8300 malls
How does he get what info??? - 17% of world advertising (CAGR 41%)
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Customers mind
Food items House Car Office Boss Friend Spouse Children Footwear Bath soap Detergent
L.E.D L.C.D Plasma Flat screen

Refrigerator
Garment Cosmetics

TV sets

Samsung
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LG

Sony

Videocon

Akai

Phillips

10

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Thus Positioning is
Simply stated how customers view the brand and its product
Mercedes Walmart Luxury Lowest price

Pepsi
Volvo Sony Meru Cab Amaron MRF Airtel

Youth
Safety Technology On time service Long lasting Reliable Connectivity everywhere

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B. Brand Name & Logo Selection


Qualities for a brand name include: It should suggest something about the products benefits and qualities It should be easy to pronounce, recognise and remember It should be distinctive It should be extendable it should be capable of registration and legal protection

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C. Brand Sponsorship

A manufacturer has four sponsorship options: 1. National or Manufacturers brand 2. Private or Distributors brand 3. Licensed brands 4. Co-brands

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D. Brand Development

Line extension strategy


Brand extension strategy Multibranding strategy New brand strategy
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Line extension strategy


- Existing brand name to existing product category - Done to identify and occupy different segments of the market Examples
- Pack variant

- Price variant
- Flavor variant
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Brand extension strategy


-Same brand name to a new product category - Done when there is a brand fit in a new business area
Examples

- Supplementary category (TV to washing machines) - Complementary category (toothpaste and toothbrush)
- Image accessory (Reebok shoes and T-shirts)
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Multibranding strategy
-

New brand name, same product category

Examples

- HUL soap lines : Lux, Breeze, Hamam, Lifebuoy, Dove, Pears - Coca Cola: Coke, Thumbs Up
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New Brand strategy


- New

brand name for a product category

- Poor brand fit, but good business potential

Examples
- Lakme to Elle 18 - Huggies to Depend
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