Brand management begins with having a thorough knowledge of the term brand.

It
includes developing a promise, making that promise and maintaining it. It means defining the
brand, positioning the brand, and delivering the brand. Brand management is nothing but an art
of creating and sustaining the brand. Branding makes customers committed to your business. A
strong brand differentiates your products from the competitors. It gives a quality image to your
business.
Brand management includes managing the tangible and intangible characteristics of
brand. In case of product brands, the tangibles include the product itself, price, packaging, etc.
While in case of service brands, the tangibles include the customers experience. The intangibles
include emotional connections with the product / service.
Branding is assembling of various marketing mix medium into a whole so as to give you an
identity. It is nothing but capturing your customers mind with your brand name. It gives an
image of an experienced, huge and reliable business.
It is all about capturing the niche market for your product / service and about creating a
confidence in the current and prospective customers minds that you are the unique solution to
their problem.
The aim of branding is to convey brand message vividly, create customer loyalty, persuade the
buyer for the product, and establish an emotional connectivity with the customers. Branding
forms customer perceptions about the product. It should raise customer expectations about the
product. The primary aim of branding is to create differentiation.
Strong brands reduce customers perceived monetary, social and safety risks in buying
goods/services. The customers can better imagine the intangible goods with the help of brand
name. Strong brand organizations have a high market share. The brand should be given good
support so that it can sustain itself in long run. It is essential to manage all brands and build
brand equity over a period of time. Here comes importance and usefulness of brand management.
Brand management helps in building a corporate image. A brand manager has to oversee overall
brand performance. A successful brand can only be created if the brand management system is
competent.
Strategic Brand Management Process

The process of strategic brand management basically involves 4 steps:
1. Identifying and establishing brand positioning.
Brand Positioning is defined as the act of designing the company's offer and image so that it
occupies a distinct and valued place in the target consumer's mind.
Key Concepts:
Points of difference: convinces consumers about the advantages and differences over the
competitors
Mental Map: visual depiction of the various associations linked to the brand in the minds
of the consumers
Core Brand Associations: subset of associations i.e. both benefits and attributes which
best characterize the brand.
Brand Mantra: that is the brand essence or the core brand promise also known as the
Brand DNA.
2.Planning and Implementation of Brand Marketing Programs
Key Concepts:
Choosing Brand Elements: Different brand elements here are logos, images, packaging,
symbols, slogans, etc. Since different elements have different advantages, marketers prefer to use
different subsets and combinations of these elements.
Integrating the Brand into Marketing Activities and the Support Marketing
Program: Marketing programs and activities make the biggest contributions and can create
strong, favorable, and unique brand associations in a variety of ways.
Leveraging Secondary Associations: Brands may be linked to certain source factors
such as countries, characters, sporting or cultural events,etc. In essence, the marketer is
borrowing or leveraging some other associations for the brand to create some associations of the
brand's own and them to improve it's brand equity.
3.Measuring and Interpreting Brand Performance
Key Concepts:
Brand Audit: Is assessment of the source of equity of the brand and to suggest ways to
improve and leverage it.
Brand Value chain: Helps to better understand the financial impacts of the brand
marketing investments and expenditures.
Brand Equity Measurement System: Is a set of tools and procedures using which
marketers can take tactical decision in the short and long run.

4. Growing and Sustaining Brand Equity:
Key Concepts:
Defining the brand strategy: Captures the branding relationship between the various
products /services offered by the firm using the tools of brand-product matrix, brand hierarchy
and brand portfolio
Managing Brand Equity over time: Requires taking a long -term view as well as a short
term view of marketing decisions as they will affect the success of future marketing programs.
Managing Brand Equity over Geographic boundaries, Market segments
and Cultures: Marketers need to take into account international factors, different types of
consumers and the specific knowledge about the experience and behaviors of the new
geographies or market segments when expanding the brand overseas or into new market
segments.
Brand Prism
Several market research questionnaires over the years ask some basic question about a brand /
product. These questions may be like if xyz brand was a person, who would you compare him
with, if xyz brand was a person, what would its age be, is XYZ brand aggressive, warm,
humble etc
Thus these questions compare a brand to a person. The brand identity prism therefore applies
human traits to a brand to recognize what consumers actually think of the brand. The brand
identity prism, as the name suggests comes in the form a prism with 6 different traits at each end
of the prism. These 6 traits are
1) Physique Physique is the basis of the brand. It may include product features, symbols and
attributes.
2) Personality Personality defines what personality will the brand assume if it were a person.
Personality includes character and attitude.
3) Culture Culture takes a holistic view of the organization, its origins and the values it stands
for.
4) Relationship The strength of the relationship between the brand and the customer. It may
represent beliefs and associations in the human world.
5) Reflection What does the brand represent in the customers mind or rather the customer
mindset as reflected on the brand
6) Self image How does the customer see himself when compared to the brand. Example A
customer might see himself capable or incapable of buying a BMW car.
Below is a detailed brand identity prism for the brand Pepsi
Pepsis brand identity has transformed over the years, but primarily it has remained as a youthful
brand which empowers people to enjoy their youth. The external and internal indicators of Brand
Identity have been modified many times. Its logo, trademark, etc have undergone many changes
over time but the distinct identity of Pepsi has been maintained. We also see a consistency
in brand positioning for Pepsi as a Youth oriented brand. Its tagline in India YEH HAI
YOUNGISTAN MERI JAAN exemplifies that essence. Pepsis brand identity using Kapferers
Identity prism is as follows

Brand prism




The conception of brand identity was mentioned for the first time in Europe by Kapferer, 1986.
The importance of the conception and its understanding quickly disseminated in the entire world.
The literature on brand management, which has been widely examined, uses the terms equity
(Aaker, 1996).

According to J. Kapferer, brand identity could be de-fined by answering the following questions:
- What is the aim and individual vision of a brand?
- What makes a brand distinguished?
- How satisfaction could be achieved?
- What is brands equity?
- What are brand competence, validity and legitimacy?
- What are the features of its recognition?

it could be claimed that the conception of brand identity includes the uniqueness, meaning,
aim, values, and personality and provides a possibility to position the brand better, and,
thus, achieve the competitive advantage.
Sources of Brand Identity:
Goods
Name
Personage (emblem)
Visual Symbols and Logotypes
Brand developer
Communication together with its content and form

Prism of brand identity
First of all brand contains an external specificity that is physical appearance, which is the core
of brand and its value added. This determines a traditional brand management due to orientation
to know how, classical positioning, selecting a principal good or brand features and the
benefit. The first step building up a brand is the definition of physical factors, identifying what it
is, what it does and how does it look like. Physical appearance is closely connected with a brand
prototype, revealing the quality of a brand (for example Coca-Cola bottles on tins of Coca-Cola).

The second element of identity prism is brand personality. With a help of communication brand
character is being developed and this is a way by which any brand talks about its goods and
services and indicates a particular human person. The trait of personality within the prism of
identity is inner source. It should not be mixes up with the image of consumers reflection which
is an ideal portrait of every recipient. Brand personality is described and measured using those
features of consumer personality that are directly related to brands. Since 1996 the research was
directed towards studies of brand personality (Kapferer, 2003). D. Grundey (2002) claims that
the success of brand expression percentage in the market depends on the choice of every element
of personality and its reconciliation. Brand personality is closely connected with self-image and
image of a consumer because the identification of consumers with a particular segment reflects
brand features.
Brand is culture. Brands possess that culture in which they originated. Brand is a representative
of its culture, including communication. From this perspective culture entails a lot of values that
provide brand with inspiration. Cultural features a correlated with external principles of brand
management (a good and communication) Culture is in the core of brand. Global brands usually
reveal their culture (Benetton, Coca-cola, IBM). The aspect of culture enables to discover
differences between other competing brands. The attention is focused on brand personality;
however, eventually only those brands become leaders that possess not only personality but
culture. Brand culture is based on the culture, values and aims of an enterprise. This is one of
good lineaments while comparing brands of different companies as it is not likely that tow
different companies will have identical cultural features ( Grundey, 2002). Countries producers
are the sources of brand culture as well. However, this is not the only factor, providing value
added. The degree of brand freedom is frequently restricted by the culture of a company as this is
the most visible and external brand feature. Culture plays the essential role in brand
differentiation as it indicated what moral values are embodied in goods and services. This feature
helps identifying the strongest brands because sources, basic ideals and a set of values are
revealed.

Brand includes relationship as brands frequently take the most important place in the process of
human transactions and exchange. This is extremely reflected in the sphere of services and retail
companies. This feature emphasizes the way of behavior which is identified with brand most of
all. A lot of actions such as the fact how brands influence and provide services in connection to
their consumers determine this feature. According to Kapferer (2003), brand is a voice that
consumers should hear because brands survive in the market because of communication. D.
Grundey (2002) singles out the following ways of communication:
-Advertising and other support elements;-Direct consumers communication while purchasing a
good.

Marketing culture of a company is extremely significant as it is a constitutive part of companys
culture, manifested through the relationship of consumers and the company. Invisible
communication is created with a means of associations and its can start between people (a seller,
buyer or employee) seeking for the same or different goals. Communicating it is important to
reconcile different need of people and present the entire useful information allowing perceiving
the essence and peculiarities of a brand.
Brand is a customer reflection. Consumers can easily define what goods of a particular brand
are produced for a particular type of consumers (for example, this automobile was developed
only for show stars). Brand communication and goods aim at reflecting a consumer, for whom
those goods are addressed. Consumer reflection is often confused with the target market
(Kapferer, 2003). The target market determines potential consumers though consumer reflection
does not define target market. A consumer has to be reflected in a way, which would show how
he or she could image themselves consuming a particular good. The representatives of the target
market should be presented differently from what they are but what they would like to be.
Consumers use goods of certain brands seeking to create their own identity. Brands should
control their consumer reflection. A constant repetition stating that this brand was developed for
a certain target group weakens brand image.
Consumer self-image. Brand is closely related to the understanding of consumer self-image that
is the features with which consumers identify themselves and the very same features they would
like to be reflected by the chosen good and its brand. Consumer self-image is important in the
explanation of consumer behaviour as consumers purchase goods, corresponding to their self-
image. The conception of consumer self-image includes an amount of individual ideas, thoughts
and feelings about him in relationship with other objects within socially defined boundaries
(Onkvisitir Shaw, 1994). This is the understanding of an individual about his ability, semblance
and characteristics on personality. The conception of consumer self-image is developed within
timeframes and is based on that what a consumer sees around himself and how other consumers
evaluate and respond to him. The conception is a set of beliefs about oneself, retained in
memory. The conception of consumer self-image can be determined and strengthened by
examining purchase and consumption. Consumers acquire the reconciliation of oneself having
positive attitude towards a certain goods of that brand ( for example, a man who identifies
himself as strong and muscular will choose Marlboro cigarettes, while a woman, identifying
herself as attractive and modern will choose,Virginia Slims cigarettes) ( Graeff, 1996).

All six elements emphasize brand identity. The prism of identity originated from the basic
conception that brand is marked by the gift of speech. Brands can exist only then when they
communicate. Physical appearance and personality allow determining the sender. The recipient
is defined by consumer reflection and self-image. The last two elements of brand identity:
culture and relationship link the sender and the recipient.

The prism of brand identity maintains a vertical subdivision: the elements on the left such as
physical appearance, relationship and consumer reflection are social and provide brand with
external expression (image) and are visible.
The elements on the right such as personality, culture and consumer self-image are connected
with the inside of a brand and its soul.




Phsique;Like Dettol has a personality of being an antiseptic germical Liquid .
Personality;-Mothers recipe evokes the image of a grandmotherly Lady.
Culture; Culture is a result of Brand association with a region or its country of Origin.
Relationship; Jhonson&Jhonson showing the deep bonding of a mother with her child.
Reflection;-L'Oreal showing independent woman , trendy and demands the best for
herself .
Self Image;

The unique selling proposition (USP), or unique selling point, or "'unique selling product"' or "' unique selling
price"' is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of
the early 1940s. The USP states that such campaigns made unique propositions to the customer that convinced them
to switch brands.
Before you can begin to sell your product or service to anyone else, you have to sell yourself on it. This is especially
important when your product or service is similar to those around you. Very few businesses are one-of-a-kind. Just
look around you: How many clothing retailers, hardware stores, air conditioning installers and electricians are truly
unique?
The key to effective selling in this situation is what advertising and marketing professionals call a "unique selling
proposition" (USP). Unless you can pinpoint what makes your business unique in a world of homogeneous
competitors, you cannot target your sales efforts successfully.
Pinpointing your USP requires some hard soul-searching and creativity. One way to start is to analyze how other
companies use their USPs to their advantage. This requires careful analysis of other companies' ads and marketing
messages. If you analyze what they say they sell, not just their product or service characteristics, you can learn a
great deal about how companies distinguish themselves from competitors.
A business can peg its USP on product characteristics, price structure, placement strategy (location and distribution)
or promotional strategy. These are what marketers call the "four P's" of marketing. They are manipulated to give a
business a market position that sets it apart from the competition.
Here's how to uncover your USP and use it to power up your sales:
Put yourself in your customer's shoes.
Know what motivates your customers' behavior and buying decisions.
Uncover the real reasons customers buy your product instead of a competitor's.

Brand An umbrella brand is where a group of products possesses the same brand name. Different products
having different images are put together under one major brand or parent brand and are marketed by the firm.
Umbrella branding does not mean that the whole product portfolio of a firm will fall under one brand name as
company can go for different approaches of branding for different product lines.
[1]

Some examples are Johnson & Johnson baby care products and Tata tea, automobiles and salt.
Advantages[edit]
1. Promotion is very cheap and easy for products falling under umbrella branding. This strategy is generally
implemented by firms coming up with a new product.
2. For all the different products and services, advertising, promotion and Integrated Marketing
Communications tools can be combined.
3. Also, launching of a new product under umbrella gains recognition easily as it is introduced in the market
which has already accepted the brand image.
Disadvantages[edit]
1. If any one product under umbrella branding does not do well in the market then it can affect the overall
brand
2. Different brands in umbrella branding will have different qualities which will vary and thus it can be an
obstacle for smooth functioning of brand as well as firm.
3. Also, if there is negative publicity for any product or even new product it can affect the other brands under
umbrella branding.
Changing a brand's status in comparison to that of
the competing brands. Repositioning is effected usually
through changing the marketing mix in response to changes in
the market place, or due to a failure to reach the
brand's marketing objectives.



The Loyalty Continuum

Loyalty is the ultimate goal of marketers and it should be on the minds of anyone managing brand or new
venture. It is often said that 80% of your companys profits will likely come from the top 20% of your customer
base. Another name for the top of that 20% is loyalists. Loyalists talk up their brand, actively engage
in promotions or brand activities and rarely switch or move even if discounts or incentives are offered. They
give back in the form of spending more of their share of wallet and through referrals. In higher education,
loyalists are the alums that go to homecoming and give back year after year. They go to the reunions and keep
up with their former classmates even when it is years after they graduate.

Definition of 'Brand Extension'

A common method of launching a new product by using an existing brand name on a new
product in a different category. A company using brand extension hopes to leverage its existing
customer base and brand loyalty to increase its profits with a new product offering.

For brand extension to be successful, there usually must be some logical association between the
original product and the new one. A weak or nonexistent association can result in brand dilution.
Also, if a brand extension is unsuccessful, it can harm the parent brand.
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-
developed image uses the same brand name in a different product category. The new product is called a spin-off.
Organizations use this strategy to increase and leverage brand equity.






Line Extension
Line extension refers to the expansion of an existing product line. For instance, a soft drink manufacturer might introduce a
"Diet" or "Cherry" variety to its cola line, while a toy manufacturer might introduce new characters or accessories in its line of
action figures. In short, line extension adds variety to its existing product for the sake of reaching a more diverse customer base
and enticing existing customers with new options.
Brand Extension
Brand extension refers to the expansion of the brand itself into new territories or markets. For instance, if a soft drink
manufacturer unveils a line of juices or bottled water products under its company name, this would constitute an example of
brand extension. The brand, or company, is an established name, and so the name alone can serve to drive customers to try new
products completely unrelated to the older product lines.
A product line extension is the use of an established products brand name for a new item in the same product
category.
Line Extensions occur when a company introduces additional items in the same product category under the same
brand name such as new flavors, forms, colors, added ingredients, package sizes. This is as opposed to brand
extension which is a new product in a totally different product category.Line extension occurs when the company
lengthens its product line beyond its current range. The company can extend its product line down-market stretch, up-
market stretch, or both ways.






Value Propositions
Scorpio, Mahindra and Mahindra A vehicle that provides the luxury and comfort of a car, and the adventure and thrills
of an SUV Dominos A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

Defining Associations
Points-of-parity(POPs)Associations that are not necessarily unique to the brand but may be shared with other brands
Points-of-difference (PODs)Attributes or benefits consumers strongly associate with a brand, positively evaluate, and
believe they could not find to the same extent with a competitive brand.
3. Brand Revitalization
Measures
Increasing Usage.
New Markets.
Image Change.
Brand Enhancement
4. 1.Increasing Usage.Reduce doubts associated with more or frequent user.Provide incentive to use frequently Consumers use
more quantityNew uses
5. 2.New Markets.1. Reach to new markets not targeted so far.Eg: Cadbury Diary Milk promoted in adults market.2. New segments
Rural Marketing
6. 3.Image ChangeAdd new association when existing associations become obsolete.Eg: DaldaVanaspati to Dalda Active When
associations wearout because of frequent use.Eg: Nestle Maggi repositioned from rich soups with implied thickness to soups that
satisfies evening hunger.Commoditization-brand needs differentiation.Eg: Xerox
7. 4.Brand EnhancementAdd new valued differentiatorsService(Indian Airlines)Features (Surf)Availability (Maruti)Guarantee Value
disciplinesInnovation (Sony)Intimacy (IBM)Operational Excellence (Dell Computers)


While mass market products mainly stand for their functionality, luxury products generate numerous non-functional, abstract associations.
In fact, there is no other product category with a similar relevance of symbolic benefits, which often even exceeds its functional benefits. One of
the respondents explained: "I have a very special relationship to cars. They have to turn me on. Its very much about feelings, a lot of feelings.
The symbolic meaning refers to a large extent to human values and lifestyles .Consequently, the symbolism of luxury products and brands is
covered to a large extent by the concept of brand personality, which was adapted to the luxury segment .The five major dimensions of theluxury
brand personality include modernity, prestige, sensuality, understatement and eccentricity.
Luxury products cannot symbolize anything, but just as with their aesthetics, they need to comply with the worldview and taste of the upper class.
"the DNA of luxury is the symbolic desire to belong to a superior class." Therefore, all luxury brands have to possess a high level of prestige, which
they also have to symbolize at least to some extent (Keller 2009, p.291).
Symbolic meaning can be conveyd through product design (Kotler et al. 2007, p. 636; Valtin 2004, p. 116) or with specificproduct information, for
instance by indicating that a famous movie star recommends the product. Luxury products are often linked to popular celebrities, prestigious events or
an attractive country-of-origin (Keller 2009, p. 292). An oenophile daydreamed: "It is very fascinating to open a bottle of wine from 1912, which
witnessed two World Wars and when you imagine everything that has happened since that time..." Of course, the symbolic meaning of luxury
products is also highly influenced by their brands (see also Meert and Lasslop 2003, p. 5; Nueono and Quelch 1998, p. 62).