REVIEWER BRAND MANAGEMENT 1.

Product quality and consistency

Brand 2. Increased shopper

efficiency/identification
 A name, term, symbol, design, or
combination thereof that identifies a 3. Calls attention to new products
seller’s products and differentiates
4. Reduces psychological risk
them from competitors’ products.
 Seller’s viewpoint
Branding
1. Handling orders, tracking down
Brand Name
problems
 That part of a brand that can be spoken,
2. Trademark – legal protection
including letters, words, and numbers.
and unique product feature.
Brand Mark
3. Brand equity and brand loyalty
 The elements of a brand that cannot be
4. Reduces need for in-store
spoken.
contact
Brand Equity
5. Facilitates segmentation,
 The value of company and brand promotion, and pricing
names. Awareness, quality, loyalty,
Major Branding Decisions
patent and trademark.
Brand Name Selection
Benefits of Branding
 Selection
 Powerful asset/tool in establishing
 Protection
 Competitive advantage-
Brand Sponsor
 translates into brand equity ( the
 Manufacturer’s Brand
value of the company and brand
 Private Brand
names)
 Licensed Brand
 Product identification  Co-branding

 Consumers familiar with brand Brand Strategy

 Often equates to quality  Line Extensions

 Brand Extensions
 Global brand
 Multibrands
 = 20% of product sold outside  New Brands
home country
A brand comprises of
 Acts as an ambassador
 Tangible attributes
Advantages of Branding Eg.
 Product
 Consumer’s viewpoint
 Packaging
  Labelling What happens when brands have high equity?
 Attributes  The company can have more leverage with
 Functional benefits the trade
 Intangible attributes  The company can charge a premium on
Eg. their product
 Quality  The company can have more brand
 Emotional benefits extensions
 Values  The company can have some defense
against price competition
 Culture
 Image Brand Loyalty Pyramid

Brand Identity

 It is the marketer’s promise to give a set

of features, benefits and services
consistently

Brand Building

 Involves all the activities that are

necessary to nurture a brand into a
healthy cash flow stream after launch

What kind of activities?

Eg.

 Product development
The value proposition
 Packaging
 Advertising  Broad positioning
 Promotion  Specific positioning
 Sales and distribution  Value positioning
Brand Equity Creating the brand
 When a commodity becomes a brand, it  Choosing a brand name
is said to have equity  Develop rich associations and promises
What is brand equity?  Managing customer brand contact to
meet and exceed expectations
 The premium it can command in the
market Considerations in choosing a brand name
 Difference between the perceived value  What does the brand name mean?
and the intrinsic value  What associations / performance /
What happens when equity increases? expectations does it evoke ?
 What degree of preference does it
Commodity Brand Power Brands create?
Presence + Personally
An Effective Brand Name
  Is easy to pronounce  Brand experience must match brand
 Is easy to recognize and remember image
 Is short, distinctive, and unique
 Calls for managing every brand contact
 Describes the product, use, and
benefits Branding Strategies
 Has a positive connotation, should not
indicate poor meanings in other
markets or languanges
 Reinforces the product image
 Is legally protectable

Brand Associations

 owned word’
 Slogans
 Colours
 Symbols and logos

Brand Status

Generic Brand

 A no-frills, no-brand-name, low-cost

product that is simply identified by its
product category.

Manufacturers’ Brands versus Private Brands

Manufacturers’ Brand

 The brand name of a manufacturer.

Private Brand

 A brand name owned by a wholesaler

Brand Ambassadors
 Giving a face and personality to the
brand that is expected to be rubbed off
from the brand ambassador
Brand Vitality
 Differentiation in consumer’s need
or a retailer. Also known as a private
label or store brand.
Individual Brands versus Family Brands
Individual Brand
 Using different brand names for
different products.

 Differentiation relevant to consumer’s Family Brand

need
 Marketing several different products
Brand Pitfalls under the same brand name.
 Four Brand Strategies
Line Extension
 Development of a product that is
closely related to one or more products
in the existing product line but designed
specially to meet the somewhat
different needs of customers.
Brand Extension
 Extending the brand to another form of
same product. (e.g. Toothpaste)
 Product Line extensions e.g. Saffola Oil.
 Reaching new categories Fairness
creams to soap. Easy flow of soaps in
the market
Two Types:
Upward brand extensions (upper market
segment)
Downward brand extensions (lower market
segment). Ex. Nirma
Brand Rejuvenation
 Process of revitalizing an ailing brand.
E.g. Cadbury’s, Horlicks
Three steps involved:
1. Discovery: process of identifying the
company and what they mean to the
customers
2. Innovation: shortcoming are removed
and tested on loyal customers and
wholesalers.
3. Expression: project positive image of
the brand in the customer’s minds.
Product Relaunch: Product launched after a
time gap.
Brand Proliferation
 It is an introduction of product with
new brand names in the same product
category. It is converse of brand
extension. It helps to increase the
market share of the product. Eg. HUL
with different brand of same type of
products.
Disadvantage:
 Company’s brands compete with each
other
 Company has to divide the resources
among these brands for their
maintenance.
 The cost of distribution, advertising,
packaging and inventory costs also go
up significantly.
Multibrands
 Firms adopt multiple branding
strategies to capture a greater market
share by filling the gaps in the market
and catering different buying pattern of
the customers.
Ex: nokia cell phone, Bike
Disadvantage
With the multi-branding strategy is that the
company may obtain a smaller market share of
all the brands.
Co branding
 Two or more brand names on the
product or its package
Ingredient branding
 i.e., Hero Honda recommending MRF
tyres
Cooperative branding
 Airline/hotel/credit card packages
 Borrow on each other’s brand equity
Complementary branding
 Advertised or marketed together to
suggest usage–Coco cola
recommending Kinley mineral water.
Brand Management
 Brand equity: The goodwill (equity) that
an established brand has built up over
its existence.
 “DREK” -- differentiation, relevance
(strength)
 esteem, knowledge (stature)
 Brand concept: specific meaning that
brand managers create and
communicate to the target market.
Functions of Packaging
 Brand concept management: the
analysis, planning, implementation, and
control of a brand concept throughout
the life of the brand.
 Semiotics: Science of signs
Labeling
 E.g HUL testing Power Brands(30)
Packaging
 Activity of designing and producing the
container or wrapper for a product.
 Packaging used to just contain and
protect the product.
 Packing now has promotional value and
marketers should:
o Establish a packaging concept,
o Develop specific elements of
the package,
o Tie together elements to
support the positioning and
marketing strategy.
o VIEW Model
 Not just the container– part of the on-
going promotion/advertising
 #1 job is still containment/protection of
product
 #2 Promote the product
 Way to differentiate from competitors
 Inform the customer (ingredients, size,
etc.)
 Colors to cue customers (green =
healthy)
 #3 Faciliate storage, use and
convenience
 Also way to segment market (sugar in
big crummy bag vs. carton== type of
user, single servings, kid friendly/safe)
 #4 Facilitate recycling and reducing
environmental damage
 Contain and Protect
 Promote
 Facilitate Storage, Use and Convenience
 Facilitate Recycling
 Printed information appearing on or
with the package (e.g., Nutrition Facts
Panel)
 Performs several functions:
o Identifies product or brand
 o Describes several things about
the product

o Promotes the product through

attractive graphics.

Labeling

Persuasive

● Focuses on promotional theme

● Information is secondary

Informational

● Helps make proper selections

● Lowers cognitive dissonance

● Includes use/care

Packaging and Labeling

 Persuasive: promotional first, and

customer information is secondary

o Use a logo or theme

o “New”, “improved” don’t do as

much for consumer

 Informational labeling: Help consumer

make “right” choice and lessen possible
cognitive dissonance

 i.e., nutrition labels,

care information,
construction standards,
etc.

Universal Product Codes (UPC’s)

 A series of thick and thin vertical lines

(bar codes), readable by computerized
optical scanners, that represent
numbers used to track products.