BRAND MANAGEMENT

PRESENTED BY..

SAPTAK DAS
UTTAM KR. PATRA
SANDIP MANDAL
SHUBHAJIT PAUL
NISHANT PATEL
SAPTARSI SANTIKARY
Objectives

• To understand that a brand is more than a

product
• To examine the five steps in building a brand.
• Essentiality of brand..
• Creating brand management.
 What is a brand????

• Word brand means to “to

burn”
• Definition:
A brand is an intangible concept..
The total sum of impressions,
experiences and feelings towards a
product, service or company in the
minds of people.
To simplify it and make it easier to
grasp is quite often equated with the
more tangible marketing
communications elements
that are used to support it –
advertising, logos, taglines,
jingles, etc – but a brand is so
much more than that..
Contd……

• A brand is a promise.
• A brand is the totality of
perceptions – everything you see,
hear, read, know, feel, think, etc. –
about a product, service or
business.
• A brand holds a distinctive
position in customer’s minds based
on past experiences, associations
and future expectations
Brand elements

Name Logo

Symbol Package

Design
WHAT A BRAND IS NOT ??

• Not just a Logo

• Not just a Tagline
• Not just the Name
• Not just the Product
A Brand Is More than a
Product!!!!!

• Brands transform products

– Consumers use tangible attributes & intangible
attributes to decide whether two products are
different ..
• Quality and value
• Brand image
• Perceptions of brand users
• Difficult for competitors to copy
• More likely to involve consumers emotionally
A Brand Is More than a Product

• Brand promise
– Brand is a virtual contract between a company and a
customer
– Failure to deliver on a promise dissatisfaction
– Customer expectations must be managed
TOP 25 Most Valuable Brands
Why we need brands????

• Brands helps the consumer filter the mountains of

information they deals with on daily basis.
If a brand connects with them & convey value,
they remember it & buy it(usually at a premium
price).
How Brands Are Built

• Five steps
– Select a name and symbol
– Create awareness and brand identity
– Position the brand
– Create a brand image
– Create trust
What is brand management?

• The design and

implementation of marketing
programs and activities to
build, measure, and manage
brand equity
Brand management process

1. Identifying and establishing brand positioning

and value.
2. Planning and implementing brand marketing
programs
3. Measuring and interpreting brand
4. Performance. Growing and sustaining brand
equity.
Creating brand management…

Name Logo

Brand
Brand naming…

• Choosing a brand name

– Benefit description
– Association
– Distinction
– Pronounceability
 Logo

• Simplicity
• Uniqueness
• Protect ability
• Relevance
• Comprehension
• Legibility
Brand tagline

• 1.There are some things

that money can’t buy. For
everything else,
there’s
MASTER CARD__
• 2. The Ultimate Driving
Machine…
Identify the brand associated
with the following mascot
Packaging..

Bad packing
●

Good packaging
●
Consider Rolex as a brand..
Summary

• A brand is a special relationship

• Brand value is determined by brand relationships
• Brands are built in steps
• There are several brand strategies
• Brand relationships are the net sum of stakeholder
support
• Brand relationships can be analyzed in terms of trust,
intensity, expectation gaps, and loyalty
THANK YOU