BRAND Management

MBA

Mayank Ranjan
Assistant Professor
School of Business Management
NMIMS University, Mumbai
Mayank Ranjan , Assistant Professor, NMIMS - Mumbai
 But first, let’s break some ice…

https://www.youtube.com/watch?v=i1xz5Kv-7VY&t=14s
From the time you wake up..
• Turn off that alarm – brush your teeth –
take a shower – have breakfast – get
dressed – travel to college – have lunch-
do assignments - go out for dinner at- fall
asleep

• We use more than 250 brands by the time

our day ends !!
 What is a brand ?
A singular idea or concept that
you own inside the mind of
the prospect.
‘A brand for a company is like
a reputation for a person.
You earn reputation by trying
to do hard things well’
-Jeff Bezos
 ‘I am not an actress. I don’t
think I am an actress. I think I
have created a brand and a
business’
- Pamela Anderson
 Brand

Is the most valuable asset

to any company
 Brand

is the driving force of any

business
 American marketing Association
‘Brand as a name, term, sign, symbol or
design or a combination of them,
intended to identify the goods or
services of one seller or group of sellers
and to differentiate them from those of
competitors’
 Brand

is the art and cornerstone of

marketing
 The most distinctive skill of
professional marketer is their
ability to create, maintain,
protect and enhance brands
 A brand is essentially a
marketer’s promise to deliver
a specific set of features,
benefits and services
consistently to the buyers
 Brands vary in the amount of
power and value they have in
the marketplace. Some brands
are not known, while some
brands are known globally.
 Old Monk

Whatsapp

Tupperware

Wikipedia

Rolls-Royce
Brand helps the customer to
differentiate between the
different products and on the
other hand customers are
also loyal to the brand
 Differentiation is psychological
and these differences are created
with the right kind of messages
projected through right media
vehicles to the customers.
 Branding

also helps to fight the

price wars
 Brand
Needs to be regularly fortified
through the real difference-
innovation and psychological
differences
- image building exercises
AAKER
MODEL:
Brand as
product

Brand
Brand as Brand as
symbol
Identity organization
System

Brand as
Person
 BRAND AS A PRODUCT
Perspective Description
Product Scope - Associations with product class:
- With what product(s) the brand is associated?
•Baskin Robbins  Ice Cream
•Compaq  Computers
•HP Jet line  Printers (ink jet, laser jet)

Product Attributes - Functional/Emotional Benefits

- A product related attribute can create a value proposition by
offering
something extra (like features or services) or better
Quality / Value Value is closely related to quality; it enriches the concept by
adding the price dimension.
Uses Clorox bleach has become strongly associated with the whitening
of clothing even though bleach can be used for cleaning and
disinfecting a wide variety of thing.
Users The Brand can be positioned also by a type of users (Gerber: Babies,
Mobacco: Men’s wear –Classic--, Avon: female elegant)
Country of Origin One of the strategic options is to associate the brand with a
country or region that will add credibility to it (Swatch Watches:
Swiss)
 BRAND AS AN
ORGANIZATION
•It focuses on attributes of the organization rather than those of
the product or the service such as:
• Innovation
• Drive for quality
• Concern for the environment
• Culture
• Values
• Programs of the company
• Vision
• Global Vs. Local

Organizational attributes usually apply to set of products not

only one product, so that if any competitor can compete to one
product will not be able to compete to the organizational
attributes
 BRAND AS A PERSON: BRAND
PERSONALITY

A brand can be perceived as being competent, impressive,

trustworthy, fun, active, humorous, casual, formal, youthful
or intellectual.

Brand personality:
Can help create self-expressive benefit that the customer
can express his/her own personality through this brand
Brand personality can be the basis of a relationship
between the customer and the brand
May help communicate a product attribute and thus
contribute to a functional benefit (Michelin man’s strong
personality - Fido Dido funny, casual guy)
 Brand as an asset
The “brand as asset” view had both face validity and
quantitative support.

Face validity came from a realization that, especially in

service and B-to-B contexts, customers were making
purchase decisions and appraising their user experiences on
brand elements that went beyond price and functional
attributes.

Quantitative support was based on data-based efforts that

showed that brands did have substantial asset value, and
made the new paradigm palatable to the CFOs and CEOs of
the world.
 Brand as an Identity
Brand is the perception of the company in the eyes of the
world.

Branding involves the marketing practice of actively shaping

a distinctive brand.

Brand identity is the collection of all brand elements that

the company creates to portray the right image of itself to
the consumer.
 Brand as an Identity
Brand is the perception of the company in the eyes of the world.

Branding involves the marketing practice of actively shaping a

distinctive brand.

Brand identity is the collection of all brand elements that the

company creates to portray the right image of itself to the
consumer.
 Brand identity is the face of a brand. a brand is an
emotional and even philosophical concept, while brand
identity is the visual component of a brand that represents
those larger ideas.

Brand identity includes logos, typography, colours,

packaging, and messaging, and it complements and
reinforces the existing reputation of a brand.

Brand identity attracts new customers to a brand while

making existing customers feel at home. It's both outward-
and inward-facing.
I
Memorable logo
 BRAND ELEMENTS

BRAND NAME LOGO

THEME LINE
SOUND

SMELL
TASTE
 Brand
Personality
&
Brand
Identity
 Sincerity Domestic/ Honest/
Genuine/ Cheerful

Tough/ Strong/
Ruggedness
Outdoorsy

Reliable/
Brand Ruggedness

Competence
Excitement
Responsible/
Dependable/ Efficient
Personality
Glamorous/
Sophistication Presentation/
Charming/ Romantic

Excitement Daring/ Spirited/

Imaginative/
Up-to-date
 BRAND IMAGE TRAP
• Brand image is how customers perceive the brand

Brand Image Brand Identity

passive and looks Should be active and look to
to the past the future, reflecting
associations aspired for brand
Tends to be tactical Should be strategic, reflecting
a business strategy leading to
sustainable advantage
Might not be salient Should reflect brand’s
enduring qualities
 BRAND IDENTITY
DEFINITION

A unique set of brand associations that the

brand strategist aspires to create or maintain.

These associations represent what the brand

stands for and imply a promise to customers
from the organization members. Brand identity
should help establish a relationship between
the brand and the customer by generating a
value proposition involving functional,
emotional, or self-expressive benefits”
KAPFERER PRISM
Brand Equity
 Brand equity
• Brand equity is the financial value that the
unique usage of a brand can contribute with
(Keller, 1993).
• Brand equity is the result of consumer
response to marketing activities of the brand.
 John Stewart
Former CEO of Quaker Oats

‘If this business were split up, I will give you the
land and bricks and mortar, and I would keep
the brand and trademarks, and I would fare
better than you’
 Mc Donalds , CEO
‘If every asset we own, every building and every
piece of equipment were destroyed in a terrible
nature disaster, we would be able to borrow all
the money to replace it very quickly because of
the value of our brand. The brand is more
valuable than the totality of all these assets.’
 David Aaker
‘Brands have equity because they have high
awareness; many loyal customer; a high
reputation for perceived quality; proprietary
brand assets such as access to the distribution
channels or to patents; or the kind of brand
association, such as personality association’
Creating brand equity
 WHAT ISBRAND EQUITY
BRAND BRAND BRAND BRAND
AWARENESS KNOWLEDGE RESPONSE EQUITY

Consumer
responses that add
The extent
Thoughts, feelings, to brand value
to which a
brand is
recognized
by a
images,
experiences and
beliefs associated
depend solely on
the marketing of
the brand.
?
potential with the brand. Advertising plays a
customer crucial role in
adding value to the
brand.
 BrandEquity

• Brand equity is the added value endowed

to products and services with consumers.
• It is often reflected in the way consumers
perceive the brand, its products, services
and the market conditions thereof
[Philip Kotler]
 Importance of brand equity
• Businesses can charge a premium
• Beneficial for BrandExtension
• Boosts the company’s stock price
• Increase in the BrandValue
• Save advertisingcosts
Give your brand an identity
ROLE OF BRANDS FOR CUSTOMERS
• Identification of theproduct and its source
• Promise by the product or serviceprovider
• Sign of quality, reliability and trust
Build Trust and Brand Promise
Design holistic marketing plans

Personalize

Integrate Internalize
 Leveraging secondary associations

• Creating brand equity

by linking the brandto
other information in a
meaningful way in the
consumer’s memory.

• Probable links are

People, Places, Things
and Other Brands.
 BRAND ASSET VALUATOR MODEL:
Brand Stature (past performance)
1. Esteem: How the brand is regarded or respected?
Measure perception of quality and loyalty
2. Knowledge: How familiar/intimate consumers with the
Brands?
Brand Strength (future):

3. Differentiation: Different from others

4. Relevance: Breadth of brand’s appeal: Does it offer me

something?
 Brand Asset Valuator
• Developed by Advertising Agency Young and
Rubicam
• BAV compares the brand equity of
thousands of brands across hundreds of
different categories.
Brand Asset Valuator
 Brand Dynamics Model

• Brand Dynamics is a system of brand equity

measurements, based on Millward Brown's
Meaningfully Different Framework, that
reveals your brand's current equity and
opportunities for growth
Brand Dynamics Model
 BRANDZ MODEL:

Bonding
Nothing else beats it?

Can it offer
something better Advantage
than other?
Can it deliver?
Performance

Do it offer
Relevance
something to
me?
Do you know
Presence
about it?
 Brandz Model

• Developed by research consultant Milward

Brown and WPP
• Brand building involves a sequential series
of steps, where each step is contingent upon
successfully accomplishing the previous
step.
 Brand Resonance Model

K.L. Keller and K.K Devay

have established the concept of
Customer Based Brand
Equity(CBBE).
The aim is to know what is a strong
brand and how to build a strong
brand.
Brand Resonance Model