Brand Management

Session 1 and 2
Let’s Get the Definition Right
 Branding
Challenges
of Today’s
Market
The Customer/Brand Challenge
Branding
What is Brand Management
• Brand management is a function of marketing that uses techniques of branding to increase the
perceived value of a product line or brand over time

• Brand management involves not only creating a brand, but also understanding what products
could fit under the brand of a company.

• Effective brand management

• increases brand awareness;
• measures and manages brand equity;
• drives initiatives that support a consistent brand message;
• identifies and accommodates new brand products;
• effectively positions the brand in the market;

• The difference between brand management success and failure comes down to ongoing
innovation
Strategic Brand Management
Brand Management Flow

Organization

CC DV TP
Components of a Brand
• Tangible Attributes
• Intangible Attributes
Tangibles Intangibles

Components of a Brand -
Examples
Brand Identity
• It is the marketer’s promise to give a set of features, benefits and
services consistently

• ACTIVITY
• List five brands along with their brand identity (REMEMBER: Brand
Identity is NOT the Brand Tagline)
 The Process of Brand Building

Ideation Discovery Discussion Definition

Observation Deployment Presentation Development

Evaluation Improvement Roll-Out

Brand Building
• Involves all the activities that are necessary to nurture a brand into a
healthy cash flow stream after launch

• WRITE DOWN ALL POSSIBLE ACTIVITIES WHICH YOU THINK COMES

UNDER BRAND BUILDING
 Brand
Building
Brand Name
Indicators –
Rules
Brand Status

Cash Cow. Need to Sustain

Step Up Advertising
Brand Building Activities

Esteem
Troubled Product.
New Product or Product
Upgradation/new version
Needs to be phased out
required

Familiarity
Brand Elements
Functions of a
Brand
Brand Personality
What REALLY is Branding
 BRAND
EXTENSION
Brand Loyalty
Factors
Influencing
Loyalty
Types of Brand
Loyalty
Role of Brand Managers
Role of a Brand Manager
Qualities of a

Brand
Manager
RECAP
• Brand • Brand Name Indicators
• Branding • Brand Status
• Brand Management • Brand Elements
• Strategic Brand Management • Functions of a Brand
• Components of a Brand • Brand Personality
• Brand Identity • Brand Extension
• Brand Building • Brand Loyalty
• Process of Brand Building • Role and Quality of Brand
Managers