Brand Management

Brand Management
Dr. Vibhuti Tripathi, SMS
What is a Product?
Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need. Includes: Physical Products, Services, Persons Places, Organizations, Ideas Combinations
Levels of Product
Installation Packaging Brand Name
Augmented Product Additional Attributes
Delivery & Credit

Quality Level
Core Benefit or Service
Features
AfterSale Service
Design
Warranty Actual Product

Core Product Fundamental Need
Product Attribute Decisions
Quality
Features
Design
What is a Service?
A form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Examples: banking, hotel, airline, retail, tax preparation, home repairs.
Nature and Characteristics of a Service
The Product-Service Continuum

College Education
Sugar
Restaurant
Pure Tangible Good
Pure Service
Brand Defined
A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service
Branding: Creating, maintaining, protecting, and enhancing products and services.

Brand is a product, that adds dimensions to differentiate from other products designed to satisfy the same need.
Differences could be rational, tangible, functional OR Symbolic, emotional, intangible
Benefits of Brands to Consumers

1. Identification of source of products
2. Risk Reducer: Consumers may perceive different types of risks in buying

Functional Risk: product performance
Physical Risk: health related hazards Financial Risk: worth for the price paid Social Risk: status, embarrassments
Time & Energy Risk: cost of finding another Satisfactory product Brands can be a very important risk-handling device
3. Search Cost Reducer:
4. Bond or Pact with the manufacturer or Service Provider: utility, consistency,

Appropriateness Ps of Marketing
5. Symbolic Device: Personality traits, values

Benefits of Brands to Companies

1. Identification
2. Legal Protection
3. Signal of quality level to satisfied customers 4. Competitive Advantage
5. Financial returns
Branding Challenges:
1. Savvy Customers: advent of IT, knowledgeable experienced, demanding 2. Proliferations: line and brand extensions, complicated the marketing decisions 3. Increased Competition: Brand extensions, Globalization, Imitations
4. Media Fragmentation: non traditional forms of communication, zipping, cable TV

5. Decreasing Brand Loyalty in many categories Dr. Vibhuti Tripathi, SMS
Brand Equity
Branding is all about creating differences
Differences in outcomes arising from the added value endowed to a product. Brand Equity is the value of a brand.
A positive differential effect that knowing a Brand Name has on customers response towards the Product or services
Strategic Brand Management Process

Involves the design and implementation of marketing programs and activities to build, measure and manage brand equity.
Identify and Establish Brand Positioning and Values
Plan and Implement Brand Marketing Program

Measure and Interpret Brand Performance Grow and Sustain Brand Equity
Identify and Establish Brand Positioning and Values Mental Maps: understanding what the brand represent
Competitive Frame: Advantages of a brand vis-a-vis competitors

Points of Parity and Difference: Core Brand Values: Set of Attributes and benefits Brand Mantra: three-to-five words expression of the most important aspects of the brand.
Plan and Implement Brand Marketing Program Mixing and Matching the Brand Elements: Visual or verbal information that serves to identify and differentiate a product. Common Elements are : Brand Name, Logo, Symbol, Character, packaging and slogans. Chosen to enhance brand awareness or facilitate the formation of strong, favorable and unique brand Association. Different elements have different advantages, a subset or even all the possible brand elements are often Dr. Vibhuti Tripathi, SMS employed
Integrating Brand into Marketing Activities and the Supporting Marketing Programs: Primary input to build a strong brand comes from the marketing activities related to brand Product, Price, and Channel Strategy Leveraging Secondary Associations: Product Origin Channel Strategy Ingredients
Co-branding
Endorsements
Sponsorships
Brand Building Tools

Choosing Brand Elements
Brand Name, Logo, Symbol Character, Packaging, Slogan
Memorable, Meaningful, Likeability, Adaptability, Protectable
Developing Marketing Programs

Product Price Place Promotion
Tangible / Intangible Benefits Value Perception Integration Push / Pull Mix and Match options
Leveraging Secondary Associations

Company Name Country of Origin Channel of Distribution Endorsers Events Awareness Meaningfulness Transferability
Brand Awareness Depth Breadth

Purchase Consumption
Recall Recognition
Brand Associations
Strong
Leveraging Secondary Associations Relevance Consistency Points of Parity Points of Difference
Unique
Possible Outcomes
Brand Awareness
Loyalty
Less Vulnerability
Larger Margins
Brand Associations
Trade Co-operations
Increased Marketing Communication Efficiency Brand Extensions
Leveraging Secondary Associations
Customer Based Brand Equity Model

Basic Premise of the model is what customers have Learnt, Felt, Seen and heard about the brand as a result of their experiences over a period of time.
Power of brand lies in what lies in the minds of the customers The challenge to the marketers in to building a strong Brand is to ensure that customers have right experience with the product and associated marketing programs
Customer Based Brand Equity is defined as the Differential effect that Brand knowledge has on consumer response to the marketing of that brand.
Differential Effect: difference in offerings than the Competitors.

If no difference occur, then the brand name can be essentially classified as COMMODITY or GENERIC Competition may be based on Price.
Brand Knowledge: differences in response are a result of consumers knowledge about the brand from past Experience. Learnt, felt, saw or heard.
Marketing Programs: differential response reflected in Perceptions, preferences and behavior related to all Aspects of the marketing.
Recall of various touch points, Advertisements, sales promotions
Sources of Brand Equity
Brand Awareness consists of brand recognition and brand recall performance.
Brand Recognition relates to consumers ability to confirm prior exposure to the brand when given the brand as a cue.
Brand Recall relates to consumers ability to retrieve the brand from memory when given the cues.
Brand Awareness plays an important role in consumers decision making for three main reasons: Learning Advantage: awareness influences the formation strength of the brand associations that make up the Brand image. Consideration Advantage: It is important that consumers think of and consider the brand whenever they are Making a purchase for which the brand can be potentially be acceptable.
Raising brand awareness increases the likelihood that brand will be a member of the consideration set.
Choice Advantage: Brand awareness can affect choices among the consideration set. Consumers may make choices based on brand awareness considerations when they have low involvement.
Low involvement could be in terms of lack of motivation to purchase, nature of product, lack of knowledge or experience etc.
Brand Awareness is created by repeated exposure with the help of advertising, promotions, sponsorships, events etc.
It is important to visually and verbally reinforce the brand name with full complement of brand elements. A positive brand image is created by marketing programs that link strong, favorable and unique associations to the brand in memory.
Steps of Brand Building

Ensure Identification of the brand with customers and an association of the brand in customers mind with a specific positioning.
WHO ARE YOU? (brand Identity)
Firmly establish the totality of brand meaning in the mind of customers by strategically linking tangible and Intangible brand associations with certain properties.
WHAT ARE YOU? (Brand Meaning)
Ensure Identification of the brand with customers and an association of the brand in customers mind with a specific positioning. WHAT DO I THINK OR FEEL ABOUT YOU? Brand Response
Convert Brand response to create an intense, active relationship between brand and the consumers. WHAT ABOUT YOU AND ME? Associations
Customer Based Brand Equity Pyramid
Resonance
4. Relationships
Judgments
Feelings
3. Response 2. Meaning
Performance
Imagery
Salience
1. Identity
Brand Salience: relates to aspects of the awareness of the brand. Brand Recall, Recognition. Breadth and Depth of Awareness: it is important to have high levels of brand awareness under a variety of conditions.
Depth of Awareness: Likelihood that a brand element will come to mind and the ease with which it does so. Breadth of Awareness: The range of purchase and usage situations in which the brand elements comes to mind.
Brand Recognition / Equity awareness, loyalty, quality, emotion
Brand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence)
________________________________________________
Product Hierarchy has important implication for how to improve brand awareness. It contains schematic depiction of possible hierarchy that May exist in consumers mind
Beverages Water Flavored Non Alcoholic Milk Alcoholic
Juices Soft Drinks
Wine
Beer
Dr. Vibhuti Tripathi, SMS Hot Beverages
Distilled Spirits
Organization of the product category hierarchy that prevails in memory plays an important role in consumer decision making. Highly salient brand is the one which has both depth and breadth of brand awareness. It should be developed in such a manner that customers always make sufficient purchases as well always think of the brand across a variety of settings in which it could be employed or consumed.
Brand Performance: Designing and delivering a product that fully satisfies consumer needs and wants. Product itself is at the heart of brand equity
To what extent does the brand satisfy utilitarian, aesthetic and economic needs and wants. Different performance dimensions can serve as a means to differentiate the brand.
Resonance
Judgments
Feelings
Performance
Imagery
2. Meaning
Salience
Different types of attributes and benefits that often underlie brand performance;
1. Primary ingredients and supplementary features 2. Product reliability, durability and serviceability 3. Service effectiveness, efficiency and empathy 4. Style and Design
5. Price
Some attributes are essential ingredients necessary for a product to work. Other attributes are supplementary features that allow for customization and more versatile, personalized usage. These attributes vary by product or service category Some categories have few ingredients or features; Bread Some categories have many essential ingredients but few features; Oven many optional features. Some categories have numerous ingredients and features Music Player multiple options
Brand Imagery: deals with extrinsic properties of the product or service, including the way in which the brand attempts to meet customers psychological and social needs. Brand Imagery is how people think about a brand abstractly rather than what they think the brand actually does.
Resonance
Judgments
Feelings
Performance
Imagery
2. Meaning
Salience
It refers to more intangible aspects of the brand. Imagery associations can be formed directly or indirectly. Directly: customer experience, contact with product, usage situations etc.
Indirectly: through the desirous depictions communicated in brand advertising or some other sources of information.
Many types of intangibles can be linked to a brand:

User Profile Purchase and Usage Situations Personality and Values History, Heritage and Experiences
Brand Judgments: Focus on customers personal opinions and evaluations with the brand. Brand Judgment involve how a customer puts together all different performance and imagery associations of the brand to form different kinds of opinions.
Resonance Judgments Feelings Imagery
3. Response
Performance
Salience
Some of the brand judgments that are important to Building a strong brand are: Quality Consideration Credibility User Profile
Brand Quality: is the attitude towards brand performance and its match with the perceived quality expectations Brand attitudes are important because they often form the basis for actions and behavior that consumers take with the brand. Brand Credibility: refers to the extent to which the brand As a whole is seen as credible in terms of three dimensions
Perceived expertise: competent, innovative, market leader

Trustworthiness: dependable and keeping customer Dr. Vibhuti Tripathi, SMS Interests in mind
Likeability: Fun, interesting and worth spending time with Brand Consideration: it is more than mere awareness Consideration depends on how personally relevant customers find the brand OR The extent to which customers view the brand as being appropriate and meaningful to themselves. Customers make an overall appraisal as to whether they Have any personal interest in a brand AND Whether they should ever buy a brand
Brand superiority: relates to the extent to which customers view the brand as unique and better than Others. Brand superiority: relates to the extent to which customers view the brand as unique and better than Others. Superiority is intensely critical in terms of building intense and active relationships with customers and depends on Number of unique brand association that make up the Brand image.
Brand Feeling: are customers emotional response and reactions with respect to the brand. Brand feelings also relate to social currency evoked by the brand. Feelings that can be evoked by the various marketing Programs can be Warmth, Fun, Excitement, Security, Social Approval, Self Respect etc.
Resonance
Judgments
Feelings
3. Response
Performance
Imagery
Salience
Brand Resonance: refers to the nature of the relationship and the extent to which customers feel that they are IN SYNC with the brand.
Resonance is characterized in terms of intensity, or the depth of the psychological bond and the level of activities engendered by this loyalty. (repeat purchases, referrals)
Resonance can be broken down into four categories: Behavioral Loyalty Sense of Community
Attitudinal Attachment Active Engagement
Behavioral Loyalty is necessary but not sufficient for resonance to occur. Some customers may buy out of necessity because the brand is the only product being stocked or easily available or only one that they can afford. To create resonance there needs to be a strong personal attachment. (Attitudinal Attachment) The brand may also take on broader meaning to the customers in terms of sense of community.
Identification with a brand community may reflect an important social phenomenon whereby customers feel a kinship or affiliation with others associated with the brand Strongest affirmation of brand loyalty is when customers are willing to invest time, energy, money or other resources in brand beyond those spent during purchase
All over again

Customer Based Brand Equity Pyramid
Resonance
4. Relationships
Judgments
Feelings
3. Response 2. Meaning
Performance
Imagery
Salience
1. Identity
Choosing Brand Elements to Build Brand Equity

Brand Elements are also called brand identities. These are trademarkable devices that serve to identify and differentiate the brands. Main Brand elements are: Names Jingles Logos Packages Symbols Signage Characters Slogans
Spokespersons
These are independent of the decisions made about the product and how it is marketed.
Brand Elements are chosen to enhance brand awareness, facilitate the formation of strong, favorable, and unique brand associations; OR
Elicit (draw out) positive brand judgments and feelings.
Criteria for choosing Brand Elements
There are six criteria in choosing brand elements Memorability: Easily recognized; Easily Recalled Intrinsic nature of brand elements may make them more attention getting and easy to remember. All of these to contribute to brand equity Meaningful: Descriptive; Persuasive Elements could be chosen whose inherent meaning enhances the formation of brand associations.
Important aspects of meaning of a brand element are the extent to which it conveys; General information about the nature of the product category: Suggesting something about product category Likelihood of consumer rightly identifying the product Specific Information about particular attributes and benefits of the brand: Product ingredients; kind of personality who might use etc Dr. Vibhuti Tripathi, SMS
Likability: Fun and Interesting; Rich visual and verbal imagery The associations suggested by a brand element may not always related to product. Brand elements can be chosen that are rich in visual and verbal imagery. They may inherently denote fun and interest.
Memorability, Meaningful and Likeability; the set offers advantages of Recognition and Awareness: Consumers often do not examine much information in making purchase decision Reduce the burden on Marketing Communications
Transferability: within and across product categories; across geographical boundaries and cultures Usefulness of the brand element for product category or line extension.
The less specific the name, the more easily it can be transferred across categories. Dr. Vibhuti Tripathi, SMS
Reliance connotes a feeling of security and can be extended to variety of products related to safety and security. Transferable across geographic boundaries Depends on cultural content and linguistic qualities of the brand elements. Using non meaningful names which do not have any inherent meaning can be transferred easily.
Pepsi marketed its products in China with the slogan Pepsi Brings You Back in Life, but the slogan in Chinese really meant
Pepsi Brings Your Ancestors Back from Grave

A hair product company introduced the Mist Stick, a curling iron rod, in Germany. Later on the company found out that mist is slang used for Manure in German. An American Company sold Baby food in Africa, the packaging had Pictures of Babies on the pack.
Company failed and found out that as Africans could not read, African companies put pictures on the label of what is inside the pack.
Companies must review all their brand elements for cultural meaning before introducing the brand into a new market.
Adaptable: Flexible and Updatable Because of the changes in consumer values and opinions, or simply because of a need to remain contemporary, brand elements often must be updated over the time.
Protectable: Legally and Competitively Choose brand elements that can be legally protected on an international basis
Formally register them with the appropriate legal bodies

Vigorously defend trademarks from unauthorized competitive infringement. It is important to reduce the likelihood that competitors can imitate the brand creating a derivative based on salient prefixes or suffixes of the name, package looks or other actions.
Procedures and Considerations for choosing Brand Elements
Brand Name captures the central theme or key Associations of a product in a very compact and Economic manner . It takes consumers to comprehend marketing communications and can range from half a minute to a few hours;
Brand names can be noticed and its meaning registered or activated in memory within just a few seconds.
Brand Names can be chosen with certain criteria in mind
Descriptive Describes function literally, generally unregisterable Suggestive Suggestive of benefit or function Compounds Combination of two or more, unexpected words Classical
Based on Latin, Greek or Sanskrit words

Arbitrary Words with no obvious tie-in to the company
Brand awareness is improved; The extent to which brand names are chosen that are; Simple and easy to pronounce or spell Familiar and meaningful
Different, distinctive and unusual

Simplicity reduces consumers cognitive effort to comprehend and process the brand name
Short names often facilitate recall because they are easy to encode and store in the memory
Longer names can be shortened to ease recall-ability Pronounciation also affects the entry of the brand into consideration sets and the willingness of consumers to order or request the brand orally. To improve pronounciability and recall-ability marketers may seek a desirable pleasant sound in their brand names. Cultural differences may exist in brand name memorability and recall.
Chinese Speakers are more likely to recall names in visuals rather than spoken recall
Whereas, English speakers are more likely to recall the names in spoken recall.
Brand names are not restricted to letters only but can contain Alphanumerics
Naming Procedures
1. Defining the brand objective: also necessary to recognize the role of the brand within the corporate branding hierarchy and how the brand should relate to other brands and products 2. Generating as many names and concepts as possible any potential source of names can be used; Company management and employees, existing and potential customers, intermediaries, Ad agencies, professional consultants and so on.
3. Names must be screened based on branding objectives and marketing considerations.
Elimination can be based on

Names that have unintentional double meanings Names that are patently unpronounceable, already in use or too close an existing name Names that have obvious legal complications Names that represent an obvious contradiction of the positioning
4. Collecting more extensive information on each of the final 5-10 names.
Before spending large amounts of money on consumer research it is advisable to do an extensive international legal search 5. Consumer research to confirm management expectations as to the memorability and meaningfulness of the names.
6. Based on all the information management can choose the name that maximizes the firms branding and marketing objectives and register.
Brand Logos can be used as means to indicate origin, ownership or association.
logos may range from corporate names and trademarks written in a distinctive form to;
Distinctive abstract logos completely unrelated to corporate name or activities. Words; BATA, COCA-COLA, KIT-KAT Abstract Logos; Mercedes Benz, Nike, Olympic
Because of their visual nature, logos and symbols are often easily recognizable. Logos are non-verbal thus can be updated as needed over time and can be well transferred across culture They can be relevant and appropriate in a range of product categories.
Brand characters Represent a special type of brand symbol that takes a human or real life characteristics. These are introduced through advertising and can play a central role in subsequent campaigns and package design.
Characters can be animated of live-action figures often colorful or rich in imagery.

Characters can help to break through the marketplace clutter
Help in easily communicating key product benefits. The ability of a consumer to have a relationship with a brand can be easier when the brand literally has a humanistic character Brand characters also do not have direct product meanings so they can be transferred easily across product categories.
Characters often must be updated over time so that their personality remains relevant to the target market.
Brand Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the brand.
Just do it
Slogans often become closely tied to advertising campaigns and can be used as lines to summarize the descriptive or persuasive information conveyed in ads Diamonds are forever: the tagline communicates that Diamonds bring eternal love and never loose value.
Campaign-specific tag lines may be used to help reinforce the message of a particular campaign instead of the brand slogan for a certain period of time.
Brand Jingles
Jingles are musical messages written around the brand.
These are typically composed and sung by professional
Can be thought as extended musical slogans

Because of their musical nature jingles are not easily transferrable as other brand elements.
Jingles can communicate brand benefits but often convey product meaning in a fairly abstract manner.
The potential associations that might occur for the brand from jingles are feelings, personality or other intangible benefits.
Because of their catchy nature, consumers are likely to mentally rehearse or repeat the jingle even after seeing or hearing the ads. This provides an additional encoding opportunities and increasing memorability.
A well known jingle can serve as a foundation for advertising for years.
Brand Packaging
Packaging involves the activities of designing and producing containers or wrappers for a product. Packaging should achieve certain objectives: Identify the brand
Convey descriptive and persuasive information

Facilitate product transportation and protection
Assist at-home storage

Aid product consumption
The aesthetic and functional components of packaging must be chosen correctly.

Aesthetics: relate to packages size and shape, material colour, text and graphics. Functional: easy to hold, easy to open, resealable, tamperproof, storage, reusable. One of the strong associations that a consumer has with the brand is the look of its packaging.
New packages can also expand a market and capture new market segments.
Package design has also become important as: Brand proliferation is increasing and Advertising is becoming more expensive. For many consumers, the first encounter with a new brand may be on the shelf of a store. Few product differences exist in some categories, packaging innovations can provide an edge
Packaging also means having a strong appeal on the shelf and standing out from the clutter.
Packaging is also called as; Last five seconds of marketing
Permanent Media
The last salesman
Putting it all together

It is necessary to mix and match different brand elements to increase brand equity. Marketers must choose to mix brand elements to achieve different objectives. Brand elements must be chosen to reinforce each other by shared meaning and marketing programs.
Brand Identity
Identity - How we see ourselves Company the way a company aims to identify or position itself. Image How others see us Company the way consumers perceive the product or services.
Brand identity is a unique set of brand associations that the a company aspires to create and maintain.
It provides direction, purpose and meaning for the brand.
Brand identity should help establish a relationship between the brand and consumers by generating : Value proposition involving -Functional -Emotional -Self expressive benefits The concept of brand identity was mentioned first by Kapferer.
According to kapferer, brand identity could be defined by answering things like : 1. 2. 3. 4. 5. What is the aim and individual vision of a brand What makes a brand distinguished How satisfaction can be achieved What is brands equity What are brand competence, validity and legitimacy 6. What are the features of its recognition
Brand identity represents how the brand wants to be perceived thus it is situated on the Senders side
It is necessary to have a clear self-image in terms of background, principles, purpose, ambition Consistency, vitality, durability, realistic Strategic Issues
Brand perceptions are how the consumers Perceive it thus it is situated on the Receivers side
Brand Image
Brand Identity Prism

Physique Personality
Relationship
Culture
Reflection
Self- image
Physique: an exterior tangible facet communicating Physical specificities like colour, form, quality etc.
It is the starting point of branding thus it is a brands backbone Personality : an internal intangible facet which forms the Character, soul and brand personality which are relevant For brands.
Relationship : an exterior facet with tangible and intangible areas.

Defines the behaviour that identifies a brand / connect
Culture : an internal intangible facet which integrates the Brand into the organization which is essential in differentiating brands. Reflection : an external facet reflecting the customer as he or she wishes to be seen as a result of using the Brand.
Self-image: external intangible facet reflecting customer attitude towards brand. Brands evolve in time in a certain direction.
To manage and balance identity changes across the facets ; organizations need to understand the key brand drivers.
Kapferer has captured this in a three-tier pyramid. The pyramid counts 3 layers of freedom & flexibility Basic premise is that the flexibility and freedom of change Decreases from the bottom to the top.
Brand kernel (nucleus / core)
Culture
Brand style
Personality
Self- image
Reflection
Physique
Relationship Brand themes / acts / products
The pyramid concept enables differentiated change processes across identity facets by grouping them in a Pyramid layer.
Aaker developed another brand identity model around 4 different perspectives and 12 dimensions.
1. Brand as a Product Product related attributes, have an important influence on brand identity. They are linked to user requirements and product experience
There are 6 dimensions within this group

Product Scope Uses Country of Origin Attributes Users Quality/value
2. Brand as an Organization Brand managers are required to shift their perspective from product to organizational attributes
These are more intangible and subjective like ;

CRM Visibility Innovation Presence Perceived Quality
These can contribute significantly towards value Propositions and customer relationship.
There are two dimensions within this group Organization attributes (innovation, consumer concern, trustworthiness) Local Vs. Global 3. Brand as Person Considering brand as a human being
Two dimensions within this are Personality (genuine, energetic, rugged, adventurous) Brand customer relationship
Brand as a Symbol Brand symbol can capture almost anything that represents the brand Symbols are strong if they involve a recognizable/ Meaningful / trustful metaphor Two dimensions are Visual imagery / Brand image Brand heritage
The heart of this model contains 1. Brand Essence 2. Core Identity 3. Extended brand identity
Brand Essence : The set of core values that define a brand.

These values remain constant over time even though the executional characteristics of packaging, advertising (and other marketing variables) may change
Core identity : contains the associations that are most Likely to remain constant over time. The core identity represents the timeless essence of a brand It is central to both the meaning and success of the brand. It indicates the reasons why the brand as been brought into existence.
It contains the associations that are most likely to remain constant as the brand travels to new markets and products.
It is generally the first word that people behind the brand may utter when asked what the brand stands for: Lux - Beauty bar for young women Dettol - Antiseptic, protection
Johnson&Johnson - Trust and quality a baby needs

Thus the core identity is timeless while the brand position or the communication strategies might change.
Extended Brand Identity The extended brand identity includes elements that provide texture and completeness
The core identity usually does not possess enough detail to perform all of the functions of a brand identity. The extended identity contains elements that do not belong to the timeless foundation of the brand identity
It funnels the ambivalent (ambiguous) core identity into a consistent direction of the brand.

Brand Management

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Brand Management

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Brand Management

Dr. Vibhuti Tripathi, SMS

Dr. Vibhuti Tripathi, SMS

Augmented Product Additional Attributes

Delivery & Credit

Core Benefit or Service

Warranty Actual Product

Core Product Fundamental Need

Product Attribute Decisions

Dr. Vibhuti Tripathi, SMS

Dr. Vibhuti Tripathi, SMS

Nature and Characteristics of a Service

Dr. Vibhuti Tripathi, SMS

The Product-Service Continuum

Pure Tangible Good

Dr. Vibhuti Tripathi, SMS

Branding: Creating, maintaining, protecting, and enhancing products and services.

Dr. Vibhuti Tripathi, SMS

Benefits of Brands to Consumers

2. Risk Reducer: Consumers may perceive different types of risks in buying

3. Search Cost Reducer:

4. Bond or Pact with the manufacturer or Service Provider: utility, consistency,

5. Symbolic Device: Personality traits, values

Benefits of Brands to Companies

Dr. Vibhuti Tripathi, SMS

4. Media Fragmentation: non traditional forms of communication, zipping, cable TV

Strategic Brand Management Process

Dr. Vibhuti Tripathi, SMS

Identify and Establish Brand Positioning and Values

Plan and Implement Brand Marketing Program

Competitive Frame: Advantages of a brand vis-a-vis competitors

Brand Building Tools

Developing Marketing Programs

Dr. Vibhuti Tripathi, SMS

Leveraging Secondary Associations

Dr. Vibhuti Tripathi, SMS

Choosing Brand Elements

Brand Awareness Depth Breadth

Developing Marketing Programs

Choosing Brand Elements

Developing Marketing Programs

Leveraging Secondary Associations

Dr. Vibhuti Tripathi, SMS

Customer Based Brand Equity Model

Differential Effect: difference in offerings than the Competitors.

Dr. Vibhuti Tripathi, SMS

Dr. Vibhuti Tripathi, SMS

Sources of Brand Equity

Dr. Vibhuti Tripathi, SMS

Brand Awareness consists of brand recognition and brand recall performance.

Dr. Vibhuti Tripathi, SMS

Dr. Vibhuti Tripathi, SMS

Steps of Brand Building

Dr. Vibhuti Tripathi, SMS

Customer Based Brand Equity Pyramid

Brand Recognition / Equity awareness, loyalty, quality, emotion

Juices Soft Drinks

Dr. Vibhuti Tripathi, SMS Hot Beverages

Dr. Vibhuti Tripathi, SMS

Dr. Vibhuti Tripathi, SMS

Many types of intangibles can be linked to a brand:

Dr. Vibhuti Tripathi, SMS

Resonance Judgments Feelings Imagery