BRAND

MANAGEMENT
A Brand is a name, term, sign, symbol or design or a combination
of them, which is intended to identify the goals or services of one
seller or another seller and differentiate them from other
Manufacturers.

The American Marketing Association defines ‘brand’ as “a name,

term, design, symbol, or any other feature that identifies one seller's
good or service as distinct from those of other sellers…A
brand may identify one item, a family of items, or all items of that
seller.”

BRAND
•  Name
•  Logo
•  Tagline or catchphrase
•  Graphics
•  Shapes
•  Colors
•  Sounds
•  Scents
•  Tastes
•  Movement

ELEMENTS OF A BRAND
Taglines
• Movement: Lamborghini Aventador
• Smell: rose-jasmine-musk of Chanel No. 5 is trademarked.
• Taste: KFC has trademarked its special recipe of 11 herbs and
spices for fried chicken. McDonald’s is famous for their french
fries.
• Color: Tiffany & Co. trademarked their robin egg blue in 1998.
UPS’s unique brown trucks and uniforms have become its
trademarks. 
 Functional risk
Physical risk
Financial risk
Social risk
Psychological risk
Time risk

Importance of brand
•  The personal brand attached with
• individual personality
•  It explains the character of the particular
• popular celebrity
•  For example: Abdul Kalam

PERSONAL BRAND
•  Individual branding, also called individual product branding or
multi branding, is the marketing strategy of giving each product in a
portfolio its own unique brand name
•  This facilitates the positioning of each product, by allowing a firm
to position its brands differently.
• Ex.: P&G India Brands
• Ambi Pur.
• Ariel.
• Gillette.
• Head & Shoulders.
• Olay.
• Oral-B.

INDIVIDUAL BRAND
•  Family branding is a marketing strategy that
involves selling several related products under
one brand name. Family branding is also known
as umbrella branding.
•  It contrasts with individual product branding,
in which each product in a portfolio is given a
unique brand name and identity.

FAMILY BRANDING
 Globalization
Low-priced
competitors
Brand extensions
Deregulations

Cost
Clutter
Fragmentation
Technology

Challenges of branding
Brand Vs Product
Brand Vs Product
• A brand is an intangible asset for an organization. The concept
of brand equity originated in order to measure the financial
worth of this significant, yet intangible entity.
• Brand equity is the value and power of the brand that
determines its worth. The brand equity can be determined by
measuring: the price premium that the brand charges over
unbranded products.
• Proprietary assets include patents, trademarks and channel
relationships. These assets are valuable as they prevent
competitors from attacking the company and prevent the
erosion of competitive advantages and loyal customer base.
 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

Mental map of Apple
• If you run a furniture store, you probably compete with other
furniture stores. If you run a tattoo parlor, you are up against other
tattoo parlors vying to attract the same customers as you.
• Great brands can't be positioned in a vacuum; they must be
positioned in context. The competitive frame of reference provides
the context for positioning, and it is a fancy way of describing the
market or context in which you choose to position your brand.
• For example: Most people would say Starbucks is in the coffee
market because the primary product Starbucks sells is coffee. In the
coffee market, Starbucks competes with grocery stores,
convenience stores, fast food restaurants, and other coffee shops. 

Competitive frame of reference

• Points-of-difference (PODs) – Attributes or benefits consumers strongly
associate with a brand, positively evaluate and believe they could not find
to the same extent with a competing brand.
• points where you are claiming superiority or exclusiveness over other
products in the category. 
Points-of-parity (POPs) – Associations that are not necessarily unique to
the brand but may be shared by other brands.
• Brand associations are the attributes of brand which come into consumers
mind when the brand is talked about. Brand Associations are not benefits,
but are images and symbols associated with a brand or a brand benefit. For
example- The Nike Swoosh, Nokia sound, Film Stars as with “Lux”,
signature tune Ting-ting-ta-ding with Britannia, Blue colour with Pepsi,
etc. Associations are not “reasons-to-buy” but provide acquaintance and
differentiation that’s not replicable.
• A brand mantra (which some refer to as the brand essence and others call
a brand promise) is a 3 to 5 word shorthand encapsulation of brand
position.
• Customer-based brand equity occurs when the consumer has a high level of
awareness and familiarity with the brand and holds some strong, favorable,
and unique brand associations in memory.
• Brand Awareness
• Brand awareness consists of brand recognition and brand recall performance:
• Brand recognition is consumers’ ability to confirm prior exposure to the
brand when given the brand as a cue. In other words, when they go to the
store, will they be able to recognize the brand as one to which they have
already been exposed?
• Brand recall is consumers’ ability to retrieve the brand from memory when
given the product category, the needs fulfilled by the category, or a purchase
or usage situation as a cue. In other words, consumers’ recall of Kellogg’s
Corn Flakes will depend on their ability to retrieve the brand when they think
of the cereal category or of what they should eat for breakfast or a snack,
whether at the store when making a purchase or at home when deciding what
to eat.

SOURCES OF BRAND EQUITY

• Learning Advantages: It affects how easily the consumer learns
and stores additional brand associations. The first step in building
brand equity is to register the brand in the minds of consumers. If
the right brand elements are chosen, the task becomes easier.
• Consideration Advantages: Consumers must consider the brand
whenever they are making a purchase for which it could be
acceptable or fulfilling a need it could satisfy. Raising brand
awareness increases the likelihood that the brand will be a member
of the consideration set, the handful of brands that receive serious
consideration for purchase.
• Choice Advantages: The third advantage of creating a high level
of brand awareness is that it can affect choices among brands in
the consideration set.

Advantages of Brand Awareness.

• In low-involvement decision settings, a minimum level
of brand awareness may be sufficient for product choice,
even in the absence of a well-formed attitude.
1. When consumers lack either purchase motivation (they
don’t care about the product or service)
2. Purchase ability (they don’t know anything else about
the brands in a category).
• Anything that causes consumers to experience one of a brand’s element—its name,
symbol, logo, character, packaging, or slogan, including advertising and promotion,
sponsorship and event marketing, publicity and public relations, and outdoor
advertising—can increase familiarity and awareness of that brand element.
• The more elements marketers can reinforce, usually the better. For instance, in
addition to its name, Intel uses the “Intel Inside” logo and its distinctive symbol as
well as its famousfour-notejingle in TV ads to enhance awareness.
• Repetition increases recognizability, but improving brand recall also requires
linkages in memory to appropriate product categories or other purchase or
consumption cues. A slogan or jingle creatively pairs the brand and the appropriate
cues. Other brand elements like logos, symbols, characters, and packaging can also
aid recall.
• Many marketers have attempted to create brand awareness through so-called shock
advertising, using bizarre themes. For example, United colors of Benetton

Establishing Brand Awareness

To create a positive brand image, Frenz Hotel needed to
sufficiently develop its brand awareness. Frenz Hotel, founded in
2010, is a Malaysian boutique hotel in Kuala Lumpur that has 86
boutique-style rooms and suites. It aims to combine elegance,
modern technology, and luxury. The motto “Where Guests
Become Friends,” is aimed not only at local customers with
medium to higher-income levels, but also at leisure and business
travelers. Although the hotel has won awards, such as Trip
Advisor’s “2012 Travelers’ Choice Award,” customer brand
awareness of this hotel is still relatively low. The hotel has taken
a step in the right direction by introducing itself to Facebook, a
move that will encourage close links with fans and help spread
its name. In addition to social networking sites, Frenz Hotel has
also become involved with transit advertising using local taxis.
The tagline, “Stay with Frenz,” has been displayed on the back
of selected taxis in Kuala Lumpur. The attractive layout of the ad
aims to catch the attention of potential customers. As of March
2012, Frenz Hotel’s revenue has increased by 15 percent
compared to 2011 totals; guests now need to make their bookings
at least a week in advance due to high demand.

FRENZ HOTEL
• Creating brand awareness by increasing the familiarity of the brand through repeated
exposure (for brand recognition) and forging strong associations with the appropriate
product category or other relevant purchase or consumption cues (for brand recall) is
an important first step in building brand equity. Once a sufficient level of brand
awareness is created, marketers can put more emphasis on crafting a brand image.
• Creating a positive brand image takes marketing programs that link strong,
favorable, and unique associations to the brand in memory. Brand associations may
be either brand attributes or benefits. 
• Brand attributes are those descriptive features that characterize a product or service.
• Brand benefits are the personal value and meaning that consumers attach to the
product or service attributes.
• consumers can form brand associations in a variety of ways other than marketing
activities: from direct experience; online surfing; through information from other
commercial or nonpartisan sources such as Consumer Reports or other media
vehicles; from word of mouth; and by assumptions or inferences consumers make
about the brand itself, its name, logo, or identification with a company, country,
channel of distribution, or person, place, or event.

Brand Image
The Body Shop successfully created a global brand image without using
conventional advertising. Its strong associations to personal care and
environmental concern occurred through its products (natural ingredients only,
never tested on animals), packaging (simple, refillable, recyclable),
merchandising (detailed point-of-sale posters, brochures, and displays), staff
(encouraged to be enthusiastic and informative concerning environmental
issues), sourcing policies (using small local producers from around the world),
social action program (requiring each franchisee to run a local community
program), and public relations programs and activities (taking visible and
sometimes outspoken stands on various issues).
• Two factors that strengthen association to any piece of information are
its personal relevance and the consistency with which it is presented
over time.
• Starbucks, Google, Red Bull, and Amazon are all classic examples of
companies that created amazingly rich brand images without the
benefit of intensive advertising programs.

Strength of Brand Associations

 1. Desirability: relevant, distinctive, believable.
2. Deliverability: actual potential of the product to
perform, future prospects of communicating that
performance, sustainability of communicated
performance over time.

Favorability of Brand Associations

•  The essence of brand positioning is that the brand has a sustainable
competitive advantage or “unique selling proposition” that gives
consumers a compelling reason why they should buy it. Marketers can
make this unique difference explicit through direct comparisons with
competitors.
• For example, the associations that come to mind when consumers
think of FedEx may be “fast,” “reliable,” and “convenient,” with
“purple and orange packages.” The color of the packaging may matter
little to most consumers when actually choosing an overnight delivery
service, although it may perhaps play an important brand awareness
function. Fast, reliable, and convenient service may be more
important, but even then only under certain situations. A consumer
who needs delivery only “as soon as possible” may consider less
expensive options, like USPS Priority Mail, which may take one to
two days.

Uniqueness of Brand Associations

• https://www.youtube.com/watch?v=qDYMylXA0rE
• https://www.youtube.com/watch?v=FW2Bw4cbuOY

Brand resonance model

Customer-Based Brand Equity Pyramid
 Brand Salience
• Breadth and Depth of Awareness
• Product Category Structure
• Strategic Implications

• Depth of brand awareness: Ease of recognition & recall Strength

• Breadth of brand awareness: Purchase consideration &
Consumption consideration (different types of situations in which
brand comes to mind)

Brand Salience
Describes how well the brand:
• Meets customers’ more functional needs.
• Rate on objective assessments of quality.
• Satisfies utilitarian, aesthetic, and economic customer needs and
wants in the product or service category .
• 05 types of attributes and benefits decides brand performance:
1. Primary characteristics & supplementary features
2. Product reliability, durability, and serviceability
3. Service effectiveness, efficiency, and empathy
4. Style and design
5. Price

Brand Performance
Many kinds of intangibles are linked to the brand but 04 main ones are:
A. User profiles:
B. Purchase & usage situations:
C. Personality & values:
1. Sincerity,
2. Excitement,
3. Competence,
4. Sophistication, &
5. Ruggedness
D. History, heritage, & experiences:

Brand Imagery
Brand judgments are customer’s personal opinions about and
evaluation of the brand.

A. Brand quality: • Value • Satisfaction

B. Brand credibility: • Expertise • Trustworthiness • Likability
C. Brand consideration:
D. Brand superiority: • Differentiation

Brand Judgments
• Customers’ emotional responses and reactions to the brand.
• Relate to the social currency evoked by the brand.
• Feelings can be: • Experiential and immediate, increasing in level of
intensity. • Private and enduring, increasing in level of gravity.
• Warmth: calm, peacefulness
• Fun: Disney
• Excitement: MTV
• Security: Volvo
• Social approval: Mercedes
• Self-respect: pride, accomplishment -

Brand Feelings
Brand resonance describes the nature of relationship between the brand
and the customer.
• Behavioral loyalty: • Frequency and amount of repeat purchases
• Attitudinal attachment: • Love brand (favorite possessions; “a little
pleasure”) • Proud of brand
• Sense of community: • Kinship • Affiliation
• Active engagement: • Seek information • Join club • Visit web site,
chat rooms

Brand Resonance
• Apple encourages owners of its Computers to form local
Apple user groups. By 2005, there were over 700 groups,
ranging in size from fewer than 25 members to over
1,000 members. The user groups provide Apple owners
with opportunities to learn more about their computers,
share ideas, and get product discounts, as .well as sponsor
special activities and events and perform community
service. A visit to Apple's Web site helps customers find
nearby user groups.

Apple
• Customers own the brand
• Do not take shortcuts with brands
• Brands should have a duality
• Brands should have richness
• Brand resonance provides important focus

Brand Building Implications

Criteria For
Choosing
Brand Elements
• 1. MEMORABLE:
•  Easily recognized or recalled.
•  Any image or logo that is unforgettable will easily
remain in the minds of the consumers. It should be such
that it can be promptly recalled by the consumers.
• 2. MEANINGFUL:
•  Descriptive and persuasive.
•  The brand element should have a
meaning and be able to communicate
general as well as specific information
about the product.
• Eg.  A healthcare brand of herbal
products shows green leaves and
greenery as a symbol. This suggests
something about the product
ingredient; that it is herbal. Thus it
makes it easy to remember along with
the nature and purpose of the brand.
• 3. LIKEABLE:
•  Pleasant.
•  Fun, interesting or rich in verbal and visual imagery.
•  It is very important that the brand elements are liked
by the consumers. They can be interesting and
entertaining as well. Brand elements can have images,
colors, styles and themes that are pleasing to the
consumers.
• 4. TRANSFERABLE:
•  The fourth criterion is transferability of brand within
and cross product categories and cross geographic
boundaries.
•  Brand elements should be able to reach various
product categories and remain the same across the
cultural and geographical regions.
• 5. ADAPTABLE:
•  Flexible and updateable overtime.
•  This is also true in case of geographic and cultural
differences, where the brand elements should be flexible
enough to be accepted everywhere.
• 6. PROTECTABLE
•  Legally or competitively.
•  Trade Mark, Copyright.
•  The most important aspect is that the brand element
like name, logo, character, etc must be legally protected.
They should be registered with concerned governing
bodies.
•  The name, colors, packaging etc if easily copied, the
brand can lose it uniqueness.
• Co-branding, is a marketing strategy that involves strategic
alliance of multiple brand names jointly used on single product or
service.
• Co-branding, also called brand partnership, is when two companies
form an alliance to work together, creating marketing synergy.
• Co-branding is an arrangement that associates a
single product or service with more than one brand name, or
otherwise associates a product with someone other than the
principal producer. The typical co-branding agreement involves two
or more companies acting in cooperation to associate any of
various logos, color schemes, or brand identifiers to a specific
product that is contractually designated for this purpose.

Co-Branding
Types of co-branding
• Product-based co-branding is a marketing strategy that involves
linking of multiple brands from different companies in order to create
a product indicative of their individual identities. Product-based co-
branding maybe categorized into Parallel and Ingredient co-branding.
• Parallel co-branding
• Parallel co-branding is the marketing strategy where multiple brands
come together and create a combined brand. Eg.
Pillsbury Brownies with Nestlé Chocolate
• Ingredient co-branding
• Ingredient co-branding is a marketing strategy carried out by a
supplier where an ingredient of a product chooses to position its brand.
• Eg. Dell Computers with Intel Processors
• Advantages of product-based co-branding
1. Value addition and differentiation
2. Access to new customers
3. Better integrated communication
4. Positioning
5. Reduction of product introduction cost
• Disadvantages of product-based co-branding
1. Loss of control
2. Poor performance of co-brand
Communications-based co-branding
Communications-based co-branding is a marketing strategy that
involves linking of multiple brands from different companies in order to
jointly communicate and promote their brands.

• Advantages of communication-based co-branding

1. Endorsement opportunities
2. Sharing advertising costs
3. Resource sharing
4. Enhances awareness

• Disadvantages of communication-based co-branding

1. Difference of opinion
2. Negative co-brand image
3. Poor performance of co-brand
• Same-company co-branding: This is when a company
with more than one product promotes their own brands
together simultaneously.
• Examples: Courtyard by Marriott, a hotel brand
(Courtyard) operating under Marriott International's
signature brand (Marriott)
• National to local co-branding occurs when a local small business
teams up with a national brand or network to target local audiences
and interests.
• Examples: Visa co-branding credit cards with local retailers
• Auto manufacturers with local dealerships
• Joint venture co-branding : is another form of co-branding defined
as two or more companies going for a strategic alliance to present a
product to the target audience.
• Eg. British Airways and Citibank formed a partnership offering a
credit card where the card owner will automatically become a
member of the British Airways Executive club.
• Multiple sponsor co-branding: This form of co-branding involves
two or more companies working together to form a strategic alliance
in technology, promotions, sales, etc.
• Eg. Citibank/American Airlines/Visa credit card partnership
• https://www.youtube.com/watch?v=xBNrGK-9ksU

Brand extension
Advantages Of Brand Extension
Clarify brand meaning
Revitalize the brand
Disadvantages of brand extension
Can fail and hurt parent brand image
Cannibalize sales of parent brand
Can dilute brand meaning
 Brainstorming
Consumer research

Choosing brand elements

Designing optimal marketing program
Leveraging secondary association

Steps in successfully introducing brand extensions

Possible extensions
of Vaseline
intensive care brand
Thank You