.

Introduction:- In marketing, brand management is the analysis and

planning on how that brand is perceived in the market. Developing a good relationship
with the target market is essential for brand management. Tangible elements of brand
management include the product itself; look, price, the packaging, etc. The intangible
elements are the experience that the consumer has had with the brand, and also the
relationship that they have with that brand. A brand manager would oversee all aspects
of the consumer's brand association as well as relationships with members of the
supply chain.

 Definition:-
In 2001, Hislop defined branding as "the process of creating a relationship or a
connection between a company's product and emotional perception of the customer for
the purpose of generating segregation among competition and building loyalty among
customers." In 2004 and 2008, Kapferer and Keller respectively defined it as a
fulfillment in customer expectations and consistent customer satisfaction.

Brand management is a function of marketing that uses special techniques in order to

increase the perceived value of a product (see: Brand equity). Based on the aims of the
established marketing strategy, brand management enables the price of products to
grow and builds loyal customers through positive associations and images or a strong
awareness of the brand.

Brand management is the process of identifying the core value of a particular brand and
reflecting the core value among the targeted customers. In modern terms, brand could
be corporate, product, service, or person. Brand management build brand credibility
and credible brands only can build brand loyalty, bounce back from circumstantial
crisis, and can benefit from price-sensitive customers.

 Global brands:-
Interbrand's 2017 top-10 global brands are Apple, Google, Microsoft, Coca Cola,
Amazon, Samsung, Toyota, Facebook, Mercedes-Benz and IBM.

Interbrand's Top Ten Global Brands, (by brand value) 2017

Rank Logo Brand Value ($m)
1 Apple 185,154
2 Google 141,703
3 Microsoft 79,999
4 Coca-Cola 69,733
5 Amazon 64,796
6 Samsung 56,249
7 Toyota50,291
8 Facebook 48,188
9 Mercedes-Benz 47,829
10 IBM 46,829
The split between commodities/food services and technology is not a matter of chance:
both industrial sectors rely heavily on sales to the individual consumer who must be
able to rely on cleanliness/quality or reliability/value, respectively. For this reason,
industries such as agricultural (which sells to other companies in the food sector),
student loans (which have a relationship with universities/schools rather than the
individual loan-taker), and electricity (which is generally a controlled monopoly) have
less prominent and less recognized branding. Brand value, moreover, is not simply a
fuzzy feeling of "consumer appeal," but an actual quantitative value of good will under
Generally Accepted Accounting Principles. Companies will rigorously defend their
brand name, including prosecution of trademark infringement. Occasionally trademarks
may differ across countries.

The distinctive red colour, custom-designed Spencerian script and the shape of the
bottle make Coca-Cola one of the most recognisable brands globally
Among the most highly visible and recognizable brands is the script and logo for Coca-
Cola products. Despite numerous blind tests indicating that Coke's flavor is not
preferred, Coca-Cola continues to enjoy a dominant share of the cola market. Coca-
Cola's history is so replete with uncertainty that a folklore has sprung up around the
brand, including the (refuted) myth that Coca-Cola invented the red-dressed Santa-
Claus which is used to gain market entry in less capitalistic regions in the world such as
the former Soviet Union and China, and such brand-management stories as "Coca-Cola's
first entry into the Chinese market resulted in their brand being translated as 'bite the
wax tadpole'". Brand management science is replete with such stories, including the
Chevrolet 'Nova' or "it doesn't go" in Spanish, and proper cultural translation is useful to
countries entering new markets.
Modern brand management also intersects with legal issues such as 'genericization of
trademark.' The 'Xerox' Company continues to fight heavily in media whenever a
reporter or other writer uses 'xerox' as simply a synonym for 'photocopy.' Should usage
of 'xerox' be accepted as the standard American English term for 'photocopy,' then
Xerox's competitors could successfully argue in court that they are permitted to create
'xerox' machines as well. Yet, in a sense, reaching this stage of market domination is
itself a triumph of brand management, in that becoming so dominant typically involves
strong profit.

 Branding terminology:-
Brand associations refers to a set of information nodes held in memory that form a
network of associations and are linked to a key variable. For example, variables such as
brand image, brand personality, brand attitude, brand preference are nodes within a
network that describes the sources of brand-self congruity. In another example, the
variables brand recognition and brand recall form a linked network that describes the
consumer's brand awareness or brand knowledge.

Brand attitude refers to the "buyer's overall evaluation of a brand with respect to its
perceived ability to meet a currently relevant motivation."

Brand awareness refers to the extent to which consumers can identify a brand under
various conditions. Marketers typically identify two distinct types of brand awareness;
namely brand recognition and brand recall.

Brand equity Within the literature, it is possible to identify two distinct definitions of
brand equity. Firstly an accounting definition suggests that brand equity is a measure of
the financial value of a brand and attempts to measure the net additional inflows as a
result of the brand or the value of the intangible asset of the brand. A different definition
comes from marketing where brand equity is treated as a measure of the strength of
consumers' attachment to a brand; a description of the associations and beliefs the
consumer has about the brand.

Brand image refers to an image an organisation wants to project; a psychological

meaning or meaning profile associated with a brand.
Brand personality refers to "the set of human personality traits that are both applicable
to and relevant for brands."

Self-brand congruity draws on the notion that consumers prefer brands with
personalities that are congruent with their own; consumers tend to form strong
attachments with brands where the brand personality matches their own.

Brand preference refers to "consumers' predisposition towards certain brands that

summarise their cognitive information processing towards brand stimuli."

 Brand Orientation:-
Brand orientation refers to "the degree to which the organization values brands and its
practices are oriented towards building brand capabilities". It is a deliberate approach
to working with brands, both internally and externally. The most important driving
force behind this increased interest in strong brands is the accelerating pace of
globalization. This has resulted in an ever-tougher competitive situation on many
markets. A product's superiority is in itself no longer sufficient to guarantee its success.
The fast pace of technological development and the increased speed with which
imitations turn up on the market have dramatically shortened product lifecycles. The
consequence is that product-related competitive advantages soon risk being
transformed into competitive prerequisites. For this reason, increasing numbers of
companies are looking for other, more enduring,

 Justification:-
Brand management aims to create an emotional connection between products,
companies and their customers and constituents. Brand managers may try to control
the brand image.

Brand managers create strategies to convert a suspect to prospect, prospect to buyer,

buyer to customer, and customer to brand advocates.

 Approach:-
"By Appointment to His Royal Majesty" was a registered and limited list of approved
brands suitable for supply to the Royal British family.

Some believe brand managers can be counter-productive, due to their short-term focus.
On the other end of the extreme, luxury and high-end premium brands may create
advertisements or sponsor teams merely for the "overall feeling" or goodwill generated.
A typical "no-brand" advertisement might simply put up the price (and indeed, brand
managers may patrol retail outlets for using their name in discount/clearance sales),
whereas on the other end of the extreme a perfume brand might be created that does
not show the actual use of the perfume or Breitling may sponsor an aerobatics team

purely for the "image" created by such sponsorship. .Branding

strategies:-
Often, especially in the industrial sector, it is just the company's name which is
promoted (leading to[citation needed] one of the most powerful statements of
branding: saying just before the company's downgrading. This approach has not worked
as well for General Motors, which recently overhauled how its corporate brand relates
to the product brands. Exactly how the company name relates to product and services
names is known as brand architecture. Decisions about company names and product
names and their relationship depends on more than a dozen strategic considerations.

In this case, a strong brand name (or company name) is made the vehicle for a range of
products (for example, Mercedes-Benz or Black & Decker) or a range of subsidiary
brands (such as Cadbury Dairy Milk, Cadbury Flake, or Cadbury Fingers in the UK).

1. Individual branding
Main article: Individual branding
Each brand has a separate name (such as Seven-Up, Kool-Aid, or Nivea Sun (Beiersdorf),
which may compete against other brands from the same company (for example, Persil,
Omo, Surf, and Lynx are all owned by Unilever).

2.Challenger brands
Main article: Challenger brand
A challenger brand is a brand in an industry where it is neither the market leader or a
niche brand. Challenger brands are categorised by a mindset which sees them have
business ambitions beyond conventional resources and an intent to bring change to an
industry.
 3.Multiproduct branding strategy
Multiproduct branding strategy is when a company uses one name across all their
products in a product class. When the company's trade name is used, multiproduct
branding is also known as corporate branding, family branding or umbrella branding.
Examples of companies that use corporate branding are Microsoft, Samsung, Apple, and
Sony as the company's brand name is identical to their trade name. Other examples of
multiproduct branding strategy include Virgin and Church & Dwight. Virgin, a
multination conglomerate uses the punk inspired, handwritten red logo with the iconic
tick for all its products ranging from airlines, hot air balloons, telecommunication to
healthcare. Church & Dwight, a manufacturer of household products displays the Arm &
Hammer family brand name for all its products containing baking soda as the main
ingredient. Multiproduct branding strategy has many advantages. It capitalises on brand
equity as consumers that have a good experience with the product will in turn pass on
this positive opinion to supplementary objects in the same product class as they share
the same name. Consequently, the multiproduct branding strategy makes product line
extension possible.

4.Product line extension

Main article: Product line extension
Product line extension is the procedure of entering a new market segment in its product
class by means of using a current brand name. An example of this is the Campbell Soup
Company, primarily a producer of canned soups. They utilize a multiproduct branding
strategy by way of soup line extensions. They have over 100 soup flavours putting
forward varieties such as regular Campbell soup, condensed, chunky, fresh-brewed,
organic, and soup on the go. This approach is seen as favourable as it can result in a
lower promotion costs and advertising due to the same name being used on all
products, therefore increasing the level of brand awareness. Although, line extension
has potential negative outcomes with one being that other items in the company's line
may be disadvantaged because of the sale of the extension. Line extensions work at
their best when they deliver an increase in company revenue by enticing new buyers or
by removing sales from competitors.

5.Subbranding
Main article: Subbranding
Subbranding is used by certain multiproduct branding companies. Subbranding merges
a corporate, family or umbrella brand with the introduction of a new brand in order to
differentiate part of a product line from others in the whole brand system. Subbrand
such as brands. Example of brand
management :-

. Coca-Cola brand
Coca-Cola is a carbonated soft drink manufactured by The Coca-Cola Company.
Originally intended as a patent medicine, it was invented in the late 19th century by
John Pemberton and was bought out by businessman Asa Griggs Candler, whose
marketing tactics led Coca-Cola to its dominance of the world soft-drink market
throughout the 20th century. The drink's name refers to two of its original ingredients:
coca leaves, and kola nuts (a source of caffeine). The current formula of Coca-Cola
remains a trade secret, although a variety of reported recipes and experimental
recreations have been published.

Coca-Cola

Type
Cola
Manufacturer
The Coca-Cola Company
Country of origin
United States
Introduced
May 8, 1886; 132 years ago
Color
Caramel E-150d
Variants
Diet Coke
Diet Coke Caffeine-Free
Caffeine-Free Coca-Cola
Coca-Cola Zero Sugar
Coca-Cola Cherry
Coca-Cola Vanilla
Coca-Cola Citra
Coca-Cola Life
Related products
Pepsi
RC Cola
Afri-Cola
Postobón
Inca Kola
Kola Real
Cavan Cola
Website
coca-cola.com

Coca-Cola bottle
The Coca-Cola Company produces concentrate, which is then sold to licensed Coca-Cola
bottlers throughout the world. The bottlers, who hold exclusive territory contracts with
the company, produce the finished product in cans and bottles from the concentrate, in
combination with filtered water and sweeteners. A typical 12-US-fluid-ounce (350 ml)
can contains 38 grams (1.3 oz) of sugar (usually in the form of high fructose corn
syrup). The bottlers then sell, distribute, and merchandise Coca-Cola to retail stores,
restaurants, and vending machines throughout the world. The Coca-Cola Company also
sells concentrate for soda fountains of major restaurants and foodservice distributors.

The Coca-Cola Company has on occasion introduced other cola drinks under the Coke
name. The most common of these is Diet Coke, along with others including Caffeine-Free
Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, Coca-Cola
Vanilla, and special versions with lemon, lime, and coffee. Based on Interbrand's "best
global brand" study of 2015, Coca-Cola was the world's third most valuable brand, after
Apple and Google.In 2013, Coke products were sold in over 200 countries worldwide,
with consumers drinking more than 1.8 billion company beverage servings each day.
c

 Coca-cola brand portfolio:-

This is a list of variants of Coca-Cola introduced around the world. In addition to the
caffeine-free version of the original, additional fruit flavors have been included over the
years. Not included here are versions of Diet Coke and Coca-Cola Zero; variant versions
of those no-calorie colas can be found at their respective articles.

 Caffeine-Free Coca-Cola (1983–present) – Coca-Cola

without the caffeine.
 Coca-Cola Cherry (1985–present) – Coca-Cola with a
cherry flavor. Was available in Canada starting in 1996. Originally called Cherry
Coke (Cherry Coca-Cola) in North America until 2006.
 New Coke / Coca-Cola II (1985–2002) - An unpopular
formula change, remained after the original formula quickly returned and was
later rebranded as Coca-Cola II.
Golden Coca-Cola (2001) was a limited edition produced by Beijing Coca-Cola company
to celebrate Beijing's successful bid to host the Olympics.

 Coca-Cola with Lemon (2001–05) – Coca-Cola with a

lemon flavor. Available in: Australia, American Samoa, Austria, Belgium, Brazil,
China, Denmark, Federation of Bosnia and Herzegovina, Finland, France,
Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia,
Netherlands, New Caledonia, New Zealand, Réunion, Singapore, Spain,
Switzerland, Taiwan, Tunisia, United Kingdom, United States and West Bank-
Gaza
 Coca-Cola Vanilla (2002–05; 2007–present) – Coca-
Cola with a vanilla flavor. Available in: Austria, Australia, China, Czech Republic,
Finland, France, Germany, Hong Kong, New Zealand, Malaysia, Slovakia, South-
Africa, Sweden, Switzerland, United Kingdom and United States. It was
reintroduced in June 2007 by popular demand.
 Coca-Cola with Lime (2005–present) – Coca-Cola with a
lime flavor. Available in Belgium, Netherlands, Singapore, Canada, the United
Kingdom and the United States.
 Coca-Cola Raspberry (2005; 2009–present) – Coca-
Cola with a raspberry flavor. Originally only available in New Zealand. Available
in: Australia, United States and the United Kingdom in Coca-Cola Freestyle
fountain since 2009.
 Coca-Cola Black Cherry Vanilla (2006–07) – Coca-
Cola with a combination of black cherry and vanilla flavor. It replaced and was
replaced by Vanilla Coke in June 2007.
  Coca-Cola Blāk (2006–08) – Coca-Cola with a rich coffee flavor,
formula depends on country. Only available in the United States, France, Canada,
Czech Republic, Bosnia and Herzegovina, Bulgaria and Lithuania
 Coca-Cola Citra (2005–present) – Coca-Cola with a citrus
flavor. Only available in Bosnia and Herzegovina, New Zealand and Japan.
 Coca-Cola Orange (2007) – Coca-Cola with an orange flavor.
Was available in the United Kingdom and Gibraltar for a limited time. In
Germany, Austria, and Switzerland it is sold under the label Mezzo Mix. Currently
available in Coca-Cola Freestyle fountain outlets in the United States since 2009
and in the United Kingdom since 2014.
 Coca-Cola Life (2013–present) – A version of Coca-Cola with
stevia and sugar as sweeteners rather than just simply sugar.
 Coca-Cola Ginger (2016–present) – A version that mixes in
the taste of ginger beer. Available in Australia, New Zealand and as a limited
edition in Vietnam.

 Logo design:-
The Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive
cursive script. The writing style used, known as Spencerian script, was developed in the
mid-19th century and was the dominant form of formal handwriting in the United
States during that period.

Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and
plastering the city of Atlanta with publicity banners and streetcar signs.

 Contour bottle design:-

"Coke bottle" redirects here. For the song, see Coke Bottle (song).
The Coca-Cola bottle, called the "contour bottle" within the company, was created by
bottle designer Earl R. De The Coca-Cola bottle, called the "contour bottle" within the
company, was created by bottle designer Earl R. Dean and Coca-Cola's general counsel,
Harold Hirsch. In 1915, The Coca-Cola Company was represented by their general
counsel to launch a competition among its bottle suppliers as well as any competition
entrants to create a new bottle for their beverage that would distinguish it from other
beverage bottles, "a bottle which a person could recognize even if they felt it in the dark,
and so shaped that, even if broken, a person could tell at a glance what it was."
Chapman J. Root, president of the Root Glass Company of Terre Haute, Indiana, turned
the project over to members of his supervisory staff, including company auditor T. Clyde
Edwards, plant superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer
and supervisor of the bottle molding room. Root and his subordinates decided to base
the bottle's design on one of the soda's two ingredients, the coca leaf or the kola nut, but
were unaware of what either ingredient looked like. Dean and Edwards went to the
Emeline Fairbanks Memorial Library and were unable to find any information about
coca or kola. Instead, Dean was inspired by a picture of the gourd-shaped cocoa pod in
the Encyclopædia Britannica. Dean made a rough sketch of the pod and returned to the
plant to show Root. He explained to Root how he could transform the shape of the pod
into a bottle. Root gave Dean his approval.

Faced with the upcoming scheduled maintenance of the mold-making machinery, over
the next 24 hours Dean sketched out a concept drawing which was approved by Root
the next morning. Dean then proceeded to create a bottle mold and produced a small
number of bottles before the glass-molding machinery was turned off.

Chapman Root approved the prototype bottle and a design patent was issued on the
bottle in November 1915. The prototype never made it to production since its middle
diameter was larger than its base, making it unstable on conveyor belts. Dean resolved
this issue by decreasing the bottle's middle diameter. During the 1916 bottler's
convention, Dean's contour bottle was chosen over other entries and was on the market
the same year. By 1920, the contour bottle became the standard for The Coca-Cola
Company. A revised version was also patented in 1923. Because the Patent Office
releases the Patent Gazette on Tuesday, the bottle was patented on December 25, 1923,
and was nicknamed the "Christmas bottle." Today, the contour Coca-Cola bottle is one of
the most recognized packages on the planet..."even in the dark!".

As a reward for his efforts, Dean was offered a choice between a $500 bonus or a
lifetime job at the Root Glass Company. He chose the lifetime job and kept it until the
Owens-Illinois Glass Company bought out the Root Glass Company in the mid-1930s.
Dean went on to work in other Midwestern glass factories.[citation needed]

One alternative depiction has Raymond Loewy as the inventor of the unique design, but,
while Loewy did serve as a designer of Coke cans and bottles in later years, he was in
the French Army the year the bottle was invented and did not emigrate to the United
States until 1919. Others have attributed inspiration for the design not to the cocoa pod,
but to a Victorian hooped dress.
In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took
advantage of a case involving a waitress injured by an exploding Coca-Cola bottle to
articulate the doctrine of strict liability for defective products. Traynor's concurring
opinion in Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in

U.S. law today. .Designer

bottals:-
Karl Lagerfeld is the latest designer to have created a collection of aluminum bottles for
Coca-Cola. Lagerfeld is not the first fashion designer to create a special version of the
famous Coca-Cola Contour bottle. A number of other limited edition bottles by fashion
designers for Coca-Cola Light soda have been created in the last few years.

In 2009, in Italy, Coca-Cola Light had a Tribute to Fashion to celebrate 100 years of the
recognizable contour bottle. Well known Italian designers Alberta Ferretti, Blumarine,
Etro, Fendi, Marni, Missoni, Moschino, and Versace each designed limited edition
bottles.