Brand Management Concept Note

1. Brand Awareness
According to Keller, Brand Awareness is the strength of a brand trace in memory, which we
can measure as the consumers ability to identify a brand under different situations.
2. Aided and Unaided recall
Unaided recall is a type of brand recall where customers are provided with cues in such a
way that they are able to identify only the very strong brands.
Aided recall is providing various types of cues to customers in order to help them recall the
brand
3. Brand Resonance
It describes the nature of relationship that a customer has with the brand and the extent to
which the customers feel that they are in sync with the brand.
4. Top of the mind Recall
It usually means the consumer is more aware, and hopefully, buys more of the product than
alternative products when faced with a vast array of similar products Eg: When it comes to biscuits,
Britannia would top the list in the customers mind.
5. Mind Share and Share of Wallet
Mind share is the promotion or advertising activity that tries to increase the consumer
awareness and the popularity of the brand.
Share of wallet is the amount a customer spends from his pocket for a particular product.
(The amount that goes to the company from the customers wallet).
6. Brand Personality
It is the kind of personality trait like a person that a brand acquires through customer
experience and marketing activities. Five dimensions of brand personalities are sincerity,
excitement, competence, sophistication and ruggedness.
7. Brand Identity
It is the entire set of elements which help the customers to remember a particular brand. It
might be a logo, name or anything that portrays the brand image.
8. Brand Identity Prism Model
Brand Identity prism model has six traits: Physique, Personality, and Culture, Relationship,
Reflection and Self image.
Physique Features and attributes
Personality Human quality and manner that could be associated with the brand
Culture Values
Relationship Relation that the customer holds with the brand
Reflection How is the brand reflected in the customers mind
Self image the perception of the customer when comparing himself with the brand

9. Brand Image
It is consumers perceptions about a brand, as reflected by the brand associations held in
consumer memory.
10. Brand Archetype
Brand archetype is the genre assigned to a brand, based upon symbolism. The idea behind
archetype is to anchor a brand against something iconicsomething already rooted within the
conscious and subconscious of people. Aligning with a brand archetype in the minds of both the
brand owner and the public makes the brand easier to identify.
11. Brand Architecture
It is the arrangement of brands. Brand Architecture falls into two categories Branded
house and house of brands. In brand house, the brand name drives purchases. But in the case of
house of brands, the brand name is not known, rather the products drive purchases.
12. Brand Portfolio
It is the set of all brands and brand lines that a particular firm offers for sale to buyers in a
particular category. It is just one column of the matrix. Marketers design and market different
brands to appeal to different market segments.
13. Ingredient Branding
It is special case of co-branding where brand equity for materials, components, or parts that
are necessarily contained within other branded products is created.
14. Co-branding
It is a type of branding occurs when two or more existing brands are combined into a joint
product or are marketed together in some fashion.
15. Branded House
Under branded house, the company is the brand. The products and services of the company
fall under the primary brand. A good example is Apple. All of their products fall under the primary
brand called Apple.
16. House of Brands
Branding of multiple sub-brands gains key attention, while the primary brand gets little or no
attention. An excellent example of house of brands is Proctor & Gamble. There are dozens of brands
under P&G, which includes Pampers, Duracell, Gillette, Tide e.t.c. Still, P&G gets very little
importance of it, and adds no real integrity to its products.
17. Sub-brand
Sub-brands are an extremely popular form of brand extension in which the new product
carries both the parent brand name and a new name (ex: Apple iPad, Ford Fusion)
18. Umbrella Branding
Under umbrella branding, a group of products will have the same brand name. Under one
brand, different products are present. A good example is Nivea. Nivea had different products such as
Nivea crme, Nivea body etc.

19. Brand Positioning

It is the process of defining our desired or ideal brand knowledge structures and establishing
points-of-parity and points-of-difference to establish the right brand identity and brand image.
20. Perceptual Mapping
It is a marketing research technique in which consumer's views about a product are plotted
on a chart. Respondents are questioned about their experience with the product on the basis of its
performance, packaging, value, size, rate etc.
21. Positioning Statement
Brand positioning statement describes about who the target audience are, what is the
category in which the brand is present, the benefit that the brand gives, the point of difference and
the proof of belief. It also talks about the brand personality.
22. POD and POP
Points of parity are those attributes that are considered mandatory for a brand to exist in its
specific category. The attributes of the product offering are largely similar to the offerings of its
competitors.
Points of differentiation are the attributes that make your brand feel exclusive. It helps to
have a competitive edge over other competitors. Brand slogan should reflect its point of
differentiation.
23. Competitive frame of reference
A frame of reference is created in order to compare our brand with the competitor brand or
our product with other products so as to measure our performance, the benefits we offer over
others and where we stand etc.
24. Brand Essence or Mantra
It is a phrase that communicates the basic nature of a business name connected with one or
more products of the company. The marketing team would spend considerable time developing
effective ways of expressing the brand essence of their company's different brands by emphasizing
the unique benefits. Brand Essence is the emotional heart of a brand, in few words.
25. Brand Audit
It is a comprehensive examination of a brand to assess its health, uncover its sources of
equity, and suggest ways to improve and leverage that equity. It also requires understanding sources
of brand equity from the perspective of both the firm and the consumer.
26. Brand Equity
It measures the value of a brand, the amount of revenue it generates through its popularity.
Every customer has a perception of the product. The value that the company receives from it rather
than from the product is termed as brand equity.
27. Brand Value
It is the worth of a brand in terms of its market value or the return on investment.
28. Endorsed brands
Usage of a parent corporate or brand identity to sustain and add reliability to another brand
within a companys portfolio. Attributes of the parent brand are carried over to the sub brand.

29. Brand Licensing

It is the legal process that allows the brand owner to let other people use their brand, in a
category or territory that the brand owner doesn't have its existence.
30. Share of Voice
It is a measure of how a company is performing relative to its competitors and relative to all
communication methods.
31. Brand Value Proposition
It is the entire set of benefits that a brand has to offer to its customers.
32. Brand Extension
It is the method of launching a new product by using an existing brand name on a new
product in a dissimilar category.
33. Product Line Extension
It is the process of introduction of a new product that is slightly dissimilar to a companys
existing range of products.
34. Brand Pruning
It is the process by which a company takes away those brands and line brands, which have
less contribution on its bottom-line or sometimes top line as well.
35. Category penetration and Brand Penetration Index
Category Penetration = Number of people/households who bought any brand in the
category at least once in the time period divided by the defined population.
Brand Penetration = Number of people/households who bought the specific brand of
interest at least once in the time period divided by the defined population.