What

is Brand

A brand is an entity that possesses other dimensions that

differentiate it in some way from others designed to

satisfy the same need.

Brand

vs Product

The five levels of a product: Core, generic, expected,

augmented, potential

 Consumers
Identification of source of product (Pran, Aarong)
Assignment of responsibility to product maker

(Rahimafrooz)
Risk reducer (functional, physical, financial, social, psychological,
time)

Search cost reducer

Promise, bond, or pact with maker of product
Symbolic device
Signal of quality

 Manufacturers
Means of identification to simplify handling or

tracing
Means of legally protecting unique features
Signal of quality level to satisfied customers
Means of endowing products with unique
associations
Source of competitive advantage
Source of financial returns

Physical goods e.g. Lux

Services e.g. DBBL
Retailers and Distributors e.g. Agora, Nandan
Online Products and Services e.g. e-Bay,
Amazon, CellBazar, Bikroy.com

People and Organization e.g.

BRAC, Prof. Yunus
Sports, Art, Entertainment e.g.
Tiger Woods, Zainul Abedin, Ittadi
Geographic Location e.g. Cox
Bazaar
Idea and Causes e.g. Alokito
Manush Chai (Bishwa Sahitto
Kendro)

Source: Forbes, 2014

 Vision of Mass Market (Grameen Bank, GP)

Managerial Persistence (McKinsey & Co., Apple)
Financial Commitment (Harvard)
Relentless Innovation (Apple, Sony)
Asset Leverage (Aarong)

 Savvy
Brand
Media

Customer (i Phone, Google)

Proliferation (RC Cola, Lemon, Upper 10)
Fragmentation

(Print, Electronic, Internet, Zipping, Zapping)

Increased
Increased

Competition (Mobile Phone, Apparel)

Cost (Global Operations, Local

Customization)

Greater

Accountability

(Short vs. Long Term goal)

set of stored values that consumers

associated with a Product/Service.

These

associations add value beyond

the basic product functions due to past
investments in marketing the Brand.

 Identify

& Establish Brand Positioning

and Values
(Bata: High End, Reliable, Haji Biryani: Low End, Taste &
Tradition)

Plan

and Implement Brand Marketing

Programs
(Lux-Channel i Beauty Contest, Nokia Bangla)

 Measure

and Interpret Brand

Performance

Grow

and Sustain Brand Equity

Malaysia)

(HP, Tata,

Strategic brand management involves the

design and implementation of marketing
programs and activities to build, measure, and
manage brand equity.

The strategic brand management process is

defined as involving four main steps:
1) Identifying and establishing brand positioning and values
2)Planning and implementing brand marketing programs
3)Measuring and interpreting brand performance
4)Growing and sustaining brand equity

Strategic Brand Management Process

STEPS

KEY CONCEPTS

Identify and Establish

Brand Positioning and Values

Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra

Plan and Implement

Brand Marketing Programs

Mixing and matching of brand elements

Integrating brand marketing activities
Leveraging of secondary associations

Measure and Interpret

Brand Performance

Grow and Sustain

Brand Equity

Brand Value Chain

Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization