BRAND MANAGEMENT

What is a Brand?

A brand is a promise.
It is both functional and
emotional.
It is the art and science of
creating mind space and
shelf space.

What is a Brand?
3

A brand is a name, term, sign, symbol, or

design which is intended to identify the
goods or services of one seller or group of
sellers and to differentiate them from
those of competitors.

What is a Brand?
A slogan?
A typeface?
A sound?
An image?
A logo?
A personality?
A jingle?

BRANDS ARE LIKE PEOPLE

They have:

A name
A personality / human characteristics
A reputation
People can have feelings towards them

Can everything be
branded?

Ultimately a brand is something that

resides in the minds of consumers.
The key to branding is that consumers
perceive differences among brands in a
product category.
Even commodities can be branded:

Coffee (Nescafe), bath soap (Lux), flour

(Ashirwad), salt (Tata),pickles and even
water (Bisleri)

Can anything be branded?

7

Physical goods
Services
Retailers
On-line product
On-line service
People
Organization
Sports, Arts, Entertainment
Geographic location
Ideas

An Example of Branding a Commodity

1.8

De Beers Group added the phrase A

Diamond Is Forever

Brand Decisions

A brand communicates the following six

levels of meanings

Attributes
Benefits
Values
Culture
Personality
User

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Why do brand matter?

Organizational perspective
Means of identification to simplifying
handling and tracing.
Means of legally protecting unique
feature.
Signal of quality
Means of endowing products with unique
associations.
Sources of competitive advantage
Sources of financial returns
Enhancing loyalty
Increasing Market share

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Why do brand matter?

Customers Perspective
Identification of sources of product
Assignment of responsibility to product
maker.
Risk reducer
Search cost reducer
Symbolic device
Signal of quality
Promise or bond with product or maker

Reducing the Risks in Product Decisions

Consumers may perceive many different types of

risks in buying and consuming a product:
Functional riskThe product does not perform up to
expectations.
Physical riskThe product poses a threat to the
physical well-being or health of the user or others.
Financial riskThe product is not worth the price
paid.
Social riskThe product results in embarrassment
from others.
Time riskThe failure of the product results in an
opportunity cost of finding another satisfactory
product.

What is a product?

A product is any offering by a company

to a market that serves to satisfy
customer needs and wants.
It can be an object, service, idea,etc.

A Product is made in a factory.a Brand is

Bought by a customer
A Product can be copieda Brand is
Unique
A Product is quickly outdateda Brand is
Timeless

A brand is therefore more than a

product, as it can have dimensions that
differentiate it in some way from other
products designed to satisfy the same
need.

"Our brand is a mark of trust."

Walter, Chairman and CEO,of
Cardinal Health

Product Vs Brand
Product

Brand

Functional Benefit

Core Product

Actual Product

Augmented Product

User imagery

Organizational Association

Brand personality

Symbol

Brand- customer relationship

Country of origin

Product Vs Brand
Brands differentiate Products
Fairness Creams : Fair & Lovely & Ponds
Dream Fairness
Coconut Hair Oil : Parachute & Dabur Vatika
Cola: Coca Cola & Pepsi
--------------------------------------------------Products largely undifferentiated: Product
choice function of Convenience/
Availability or Price
Petrol : BPCL &.
ATM : HDFC & HSBC &..
Mineral Water : Bisleri & Kinley..

Evolution of Brand Management:

Stage1

Role of Pdt > Brand;

Focus on providing effective Product, as
a Problem Solution
Critical functions : production/
engineering/ distribution/ logistics
Purpose of Brand- Product
Identification/ trademark; usually a
family name/ manufacturers name

Stage 2: Classical/ Functional

Marketing

Competitive Market Scenario

Thrust on Product Differentiation--Competitive Advantage
Eg Soaps Market Market Segmentation based on

Pricing: (Economy, Popular, Premium)

Product/ Functional Benefits.Need
Segments(Beautiful Skin-Lux, Clean HygienicDettol, Healthy skin- Lifebuoy,.. Fair SkinFairGlow)
Product Ingredients ( herbal- Chandrika, Lime- Cinthol,
Glycerin- Pears)
Target Segment ( Male- Denim, Kids- Doy, BabiesJohnsons)

Stage 2: Classical/ Functional

Marketing

Positioning ---- Target Segment

Lux- Beauty Soap for Filmstars----aspiration to middleclass Housewives
Dove- Not Soap but Skincare with
Moisturizers---Older, Upper Income women
Fairglow- Fairness---Users of other Fairness
pdts?
Product Innovation & Brand Building,
Brand focused on emphasizing Product
Benefits/ Functions/ attributes, Brand is
the halo round the product

Stage 3: Consumer Orientation/

Benefit Marketing

Competition, Media Revolution, Globalization..no

boundaries
Emphasis on understanding the Consumer MIND
Emotional Benefits.. Consumer Insights
Brand Associations
Mobile phones-Connecting people.. Nokia
Fresh BreathConfidence- Close Up ( Closeness)
Durable paints..Festivity- Asian Paints
Savings. Security- ICICI (Sindoor)
Brand overshadows the product, BrandBONDING with consumers..Focus on BRAND
IDENTITYBRAND COMMUNICATION

Stage 4: Experiential Marketing

Flood of offerings, Plethora of choices

Products fight for MINDSPACE of
Consumers no product boundaries
Brands takes product to new platform
provide an experience
Consumption is a holistic EXPERIENCE eg:
Cars- The Mercedes Experience
Brands provide an experience, Products
provide a service

Experiential Marketing:
Application, Scope

Experiential Products- Books( Cross Word),

Music- (Planet M)
Luxury Products- Cars
Lifestyle Products-Cigarettes( WillsTogethernessClassic- King), Alcohol (Bacardi)
Fashion Products- (Gucci, CK, Armani..)
Retail Products- (Coffee- Barista, McDonaldsHappy kids,)
Service Products- Banks, Hotels Airlines
Experiential Advertising- Cadburys
Experiential Marketing- Jet Airways- Caring

Experiential Marketing - What?

Sense: Sight-Sound-Taste-Scent-Touch:
Tide, Orange, Fashion collections- Revlon,
Samsung mobile, Lakme colours
Feel- ( Moods/ Emotions) ICICISindoor..Tera ghar/ Mera Ghar,
Think- ( Surprise/ Provoke) Movies
Act-( Physical Behavior) Dominoes- Hungry
Kya?
Relate- ( Membership/ belonging) :Harley
Davidson, Archies Cards

Experiential Marketing- How?

Bernd Schmitt
Experience Providers:

Communicaion/ Advertising

Identity Related( Logo/ name/Signs-Visual/

Verbal)- Britannia
Product Presence (Design/ Pkg)- kodak
YBR,Mercedes White,
Co- Branding (Events/ Sponsorship)- Lakme
Fashion week, Femina miss India
Spatial Environment ( Retail/
Office/Factory)- Barista, Big Bazaar.
Web Site/ Electronic MediaEncyclopedias.. , Facebook
People

Stage 5: New Age Marketing

Technology & Communication Revolution-easy

REACH, no physical barriers LinkedIn ,Twitter,
FB
Mass Customization- Knowing what The
consumer wants.. Able to deliver it to him
IT based products- Music, Magazines,
Education
Top end/ high value products- Cars, Furniture
Service Products- Investments, Insurance..Call
Centers
Boutique products- Designer wears
Specialty Products- Paints,

Brand Space

Same Space:- Fight for Market Share

Different Image- Coke Real Thing &
Pepsi- Younger Generation
Same Image/ Forced DifferentiationSprite & Limca- Cool Guy
Different Space
Same Image- Godrej & Tata Trust,
Quality, Reliability

Types of Brands

Functional Brands
Image Brands
Experience Brands

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Branding Challenges &

Opportunities

Knowledgeable consumers
Growth of private labels
Brand Proliferation
Media Fragmentation
Increased competition
Increased costs of introducing new
product or supporting existing product.
Greater accountability

Brand Cannibalism: When two brand in the same product

line, offered by same player target same market segment
and compete with each other by eating away the market
share without adding any value to the marketer.
Example: Hero Honda Glamour and Hero honda Splendor
Brand proliferation: when one company introduce new
brands in the same product lines and hence try to cover
each and every market segment for that product line.
example: HUL has different brands in shampoo product
line offering a wide range of choice for customer of every
segment.

Overcoming Challenges

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Brand Equity
Brand Loyalty
Brand Switcher
Habitual buyers
Switching cost loyal
Friends of the brand
Committed

3 Cs of Branding

Clarity-Companies that have a strong brand

truly comprehend their unique promise of value
and how it differs from those of their competitors
Consistency- They are always what they say
they are.
Constancy- A brand is considered strong if it is
constantly under public eye or media attention.
It is great to have a product message that is
clear and consistent, but it won't be as effective
if the product is not always visible to the
target marketsegment.