VI SEM B.B.M Subject BRAND MANAGEMENT

BRAND MANAGEMENT
UNIT 1 : PRODUCT MANAGMENT
PRODUCT CONCEPT: The product concept assumes that consumers will buy the product that
offers them the more features, the best quality, the best performance and more benefits.
Meaning of Product: Product is a good or service that can be offered to market for attention,
acquisition and consumption in order to satisfy customer’s wants, needs or desires. It yields enough
profit by meeting the requirements of a particular market.
FEATURES OF PRODUCT
• It is the bundle of utilities

• It is offered to a market
• It is capable of satisfying customer needs
• It can be marketed in terms of physical goods, services, experiences, events, persons. Places,
parties, organisation, information and ideas.
• It is a set of tangible and intangible attributes
• It includes packing, color, price , brand image, manufacturer and retailer’s services, which
the buyer may accept as offering satisfaction of wants or needs.
PRODUCT MANAGMENT
An organisational life cycle function within a company is called product management is. It deals with
the planning, forecasting and marketing of a product at all stages of the product life cycle.
• It helps in bridging gaps within the company between teams of different expertise.
• It helps to explain the capabilities and limitations of the finished products
• It is the process of collecting and using data on the products that a business or organisation
sells handles or makes.
• This type of analysis can be applied to finished products, product components, raw materials
or items in any part of a supply chain.
REQUISITIES OF PRODUCT MANAGEMENT
• To identify target markets

• To identify customer needs
• To translate unmet needs into market requirements
• To guide product development
• Overseeing product development and testing
• Working with marketing and sales to ensure successfully product launch
• Tracking the product’s success in the market
• Understanding changing customer needs and perception
• Recommending ongoing product enhancements
• Ensure product line extensions etc.
TEACHERS’ ACADEMY DEGREE COLLEGE , BANGALORE Page 1

BRAND MANAGEMENT
PRODUCT MANAGMENT OBJECTIVES
• To enhance market share

• To ensure customer feedback
• To avoid product failure
• To build brand recognition
• To communicate utility of products
• To help salesmen in achieving sales targets
• To make an instantaneous sale
• To build primary demand for new product
• To expand and explores new markets
• To establish a direct contact between manufacturers and consumers
• To cut down the production and selling costs
• To minimizes wastage of time and efforts
• To provide ideas about style, morality and behaviour
• To communicate a price level
• To promote the product
• To ensure customer satisfaction
• To make an instantaneous sale
• To enhance product reliability
• To communicate innovative technology
• To offer solutions to buying problems
PRODUCT MANAGMENT FUNCTIONS
ENHANCING PRODUCT DEMAND

COMMUNICATE PRODUCT INFORMATION
ENHANCE CUSTOMER CHOICE
ENHANCE BRAND IMAGE
OVERCOME COMPETITION
PROFIT MAXIMIZATION
COST EFFECTIVE
1. Enhancing Product Demand: The product manager’s needs to ensure enhanced product
demand. They need to create a favourable climate for enhancing sales. They need to
create a positive impact on customers about the products and the brand.
For example: The mobile phone manufacturer has come out with additional features in the
existing mobile phone.
2. Communicate Product Information: The marketer needs to provide the information related
to the products, services or ideas to customers. To address the masses the manufacturers
uses appropriate media of advertising. The advertiser needs to provide complete and true
information. For example : the producer of laptops provides the information through

BRAND MANAGEMENT
television advertising about various aspects of laptops such as the price, quality, features,
size, utility etc.
3. Enhance Customer Choice: The product manager needs to enhance customer choice. It
enables customers to purchase goods as per their requirements. They need to provide a
right choice to consumers and ensure customer satisfaction. For example: If a refrigerator
manufacture provides various product lines with regard to size, shape, color, features etc.
4. Enhance Brand Image : Brands are the identification that differentiates one business from
another through name; symbols etc. The product managers need to enhance the goodwill of
the company. It increases the market receptiveness of the company’s products, services or
ideas. It helps the salesmen to win customers easily. For example: Most of the people like to
prefer MTR ready to eat food compared to local brands.
5. Overcome Competition: In present scenario many companies manufacturing the same kind
of products and services. It is essential for the product manager to adopt strategies which
helps to overcome competition. For example: When competitors are adopting intensive
promotion as their promotional strategy, it sensible to follow similar practices to neutralize
their effects.
6. Profit Maximization: The objective of a company is to earn maximum profits. The product
manager needs to ensure enhance profits by effective marketing strategies. They need to
motivate the targeted audience to purchase and repurchase. They need to ensure enhanced
sales volume.
7. Cost Effective: The product manager needs to reduce the cost per customer. They need to
adopt cost effectively measures. For example: They need to advertise small items such as
biscuits, chocolates, ice cream etc.
ROLES OF PRODUCT MANAGER
• To ensure enhance product demand

• To create a favourable climate forenhancing sales
• To create a positive impact on customers about theproducts
• To motivate customers to purchase
• To ensure brand switching of customers
• To encourages repetitive purchase
• To enhance the goodwill of the company
• To ensure customer satisfaction
• To provide complete and true information
• To adopt strategies to overcome competition.

BRAND MANAGEMENT
PRODUCT MANAGMENT ISSUES
PRODUCT LIFE CYLCE

INNOVATIVE PRODUCT
PRODUCT DEVELOPMENT
BRANDING
POSITIONING
GURANTEES OR WARRANTIES
GLOBAL WARMING
1. Product Life Cycle: The product life cycle is vital concepts in marketing. It describes the
various stages a product undergoes through its life span. Product management depends on
the product life cycle. It depends on where the product is in its current innovation-imitation
life cycle.
2. Innovative Product: The creation and subsequent introduction of a good or service that is
either new or improved on previous goods or services is called product innovation.
3. Product Development: It is continuous process. The marketer needs to focus on improving

the product after it is introduced.
4. Branding: A brand name needs to be carefully managed. It is a valuable asset of the

organisation. The positioning of a new brand is enhanced by choosing a brand-name, logo
etc.
5. Positioning: The marketers need to focus on positioning of a new brand. They need to
ensure performance of their products and services to customers.
6. Guarantees or Warranties: Guarantee provides a formal assurance, especially that certain

conditions will be fulfilled relating to a product, service or transaction.
7. Global Marketing: Global marketing is when a company views all of their markets as one
and decisions are no longer limited by borders. It occurs when marketing use a global plan to
effectively market their goods and services on an international basis.

BRAND MANAGEMENT
PRODUCT PERSONALITY
The products carry meanings with them. They project distinctive images. These meaning and
images arise out of the many components. It makes up the product personality.
The components that make up the product personality are as follows:
1. Core Product Constituent: The basic constitution of the product is the first component
of the product personality. The core component is the soap other components are
superimposed on this basic constituent to develop the total personality of the soap.
For example: Consider Mysore sandal soap. The product personality build-up can be
done through the following
• Soap fragrance : Sandalwood oil fragrance
• Shape of the soap : Oval
• Color of the soap : Sandal color
• Brand name : Mysore sandal soap
• Positioning :Luxury Premium soap etc
2. Associated Product Features : A product contains several associated features besides

the core constituent. They actively contribute to the product personality. Most of the
attempts by the marketers to enhance the personality of their product get centered on
the associated feature of the product.
For example: The associated features of Mysore sandal Gold soap are:
• Soap fragrance : sandal oil fragrance
• Shape of the soap : oval
• Enriched with : Moisturizer
• Color of the soap : sandal color etc
3. Package: Package is a boss or bag that contains items, or a set of things agreed to as a
whole. It is defined as combining different things together as one, or to load and arrange
items into a container. The package is another important component of the total
product personality. For example: Mysore Sandal Jasmine Rose Soap must have a
container and package.
Role of Package
• It protects the product from damage
• It attracts the consumer
• It portrays information about the product
• It contains directions on how to use the product
• It promotes the product
• It helps in purchasing decisions
• It helps to sell the product

BRAND MANAGEMENT
4. Label: Label is a small piece of paper, fabire, plastic or similar material attached to an
object. They are made from various material and come from different forms. They are
the stickers attached in fast-moving consumer goods (FMCG), the content printed in
plastic containers of bakery products and the cloth tied up on dresses which indicates
the brand name.
Contents of Label
• Product name
• Manufacturers name
• Manufacturers address
• Date of manufacturer
• Expiry date
• Ingredient list
• Net weight of product
• Brand logo
• Instructions for preparing the product
• Instructions on storage
• Bar code
Benefits of the Label
• It is a piece of information of a product

• It is a way to introduce products
• It is the first point of contact between a consumer and the producer
• It is used to identify one product from another
• It helps to make a decision over which product to purchase
• It is the most important marketing tool for a product
• It should be attractive
• It should be informative
• It helps to advertise the product
5. Brand: A distinguishing symbol, mark, logo, name, word, sentence or a combination of

these items that companies use to distinguish their product from others in the market is
called brand.
Unique Features of Brand
• Design
• Sign
• Symbol
• Words
• Combination of Above
Brand Association
• Credibility

BRAND MANAGEMENT
• Quality
• Customer satisfaction
• Positioning etc
Brand Objectives
• Delivers the message clearly
• Need to confirm credibility
• Connects target prospects emotionally
• Motivates the buyer
• Concretes user loyalty
TYPES OF PRODUCTS
1. Product Classification : Durability and Tangibility
Classification of Product
• Tangible Product: A tangible product is a physical item that can be perceived by the sense of
touch. The packaging is necessary for a tangible product. It provides protection during its
transportation to a retail location. For example : Car, Refrigerator etc.
• Intangible Product: An intangible product is a product that can not be perceived indirectly.
For example: Life Insurance.
• Durable Goods: These are tangible goods that normally survive many uses. For example.
Furniture, Clothing etc.
• Non Durable Goods: The non-durable goods are tangible goods that are normally consumed
in one or few uses. Many fast foods fall into this category. For example : Milk, Salt, Sugar,
Soap etc.
• Services: “The services are defined as the activities, benefits and satisfactions which are
offered for sale or are provided in connection with the sale of goods”.
2. Product Classification : Consumer Goods
• Convenience Goods: The goods that consumer that seeks to purchase frequently,
immediately, with a minimum of time and effort is called convenience goods. These are the
items stocked in retail shops, hypermarkets, super markets etc. For example: Newspapers,
chocolate, biscuits, milk, bread etc.
• Shopping Goods: The goods that consumer seeks to purchase only after comparing
competing goods in competing stores is called shopping goods. The comparison is between
factors such as price, quality, style, features, varieties, durability etc
• Specialty Goods: The goods that consumer desire to purchase that is familiar with the item
sought. The customer puts special effort to purchase it is called specialty goods.

BRAND MANAGEMENT
UNIT -2
PRODUCT DEVELOPMENT
Meaning of Product Development: Product is anything that can be offered to a market to satisfy a
want or need. Development is an act of making or achieving a continuous progress in something by
someone. It is a specialised activity. It involves the overall process of strategy, organisation, concept
generation, product and marketing plan creation and evaluation and commercialization of a new
product.
FEATURES OF PRODUCT DEVELOPMENT
• To create entirely new product

• To upgrade an existing product
• To innovate new product
• To innovate existing product
• To deliver enhanced services to customers
• To improve new product continuously
• Improvement of a new product
• To enhance an existing product
• To enhance the utility of a new product
• To upgrade features of an existing product
BENEFITS OF PRODUCT DEVELOPMENT
• It helps to create new business opportunities

• It enhance growth
• It enhances productivity
• It enhances profitability
• It enhances customer satisfaction
FACTORS INFLUENCING DESIGN OF THE PRODUCT
• Customers Requirement: The product designers need to understand the requirements of

their targeted customers. They should consider various factors such as quality, performance,
reliability, durability etc. the product must create confidence among customers.
• Enhanced Production Facilities: The product designers need to understand the company
production capabilities. A simple product design requires effective and efficient production
facilities. The company needs to provide all necessary facilities to produce a product.
• Minimum Production Cost: Cost is one of the main concerns of all companies. The factors
which influence the design of a product must be within the permitted cost. The product
designers have to do design the products within this cost.

BRAND MANAGEMENT
• Raw materials: The product designer must have precise knowledge about raw materials to
be used. The new material greatly influences the product design. The product designer must
have precise knowledge about latest materials.
• Quality Standards: The top level management should play a vital role in designing quality
policies. These policies ensure proper guidelines which results in high quality standard.
• Distribution Channel : The manufacturers need to ensure effective distribution channel for
new product. The marketer is going to replace a former product with new product.
• Product Differentiation : A quality product alone doesn’t necessarily satisfy the customer.
The product designer must be provided a clear market position derived from competitor
analysis and differentiation.
• Effective Promotion: Promotion is a major factor to the success of product marketing. This
includes paid advertising public relation, types of media exposure and sales efforts.
• Infrastructure: The product design depends on the availability of infrastructure facilities

such as plant, machinery etc. The designer must design a product as per the available
infrastrue.
• Effect on Existing Products : The new product should not affect the sales of existing
products. The product designer must consider the effect of the product design on the
existing products of the company.
PRODUCT PLANNING
A comprehensive blue print which outlines aproduct overall marketing efforts in called Product
Plan. It is a written document that describes product. It is the process of coming up with a business
idea for a manufactured good.
PRODUCT PLANNING PROCESS
• Stage 1: Idea generation: New product planning typically commences with a great idea. The
ideas are generated from various stake holders. It may be from competitors, current
customers, suppliers, employees, distribution channels etc.
• Stage 2: Screening of Ideas : The ideas which are generated need to be evolved by focus
groups. There in a need of brainstorming. Company marketers, financial experts and
engineers hold brainstorming sessions to decide the types of products to add to their
existing product lines.
• Stage 3: Develop a Business Plan : This Includes developing a business plan for a product.
Product marketers use input from the idea generation session to develop a business plan.
• Stage 4 : Marketing Research Surveys : It helps to quantify whether consumers will like
and purchase the product. The companies need to conduct surveys to ensure it represents
the average consumer.

BRAND MANAGEMENT
• Stage 5: Develop the Product : The new product idea begins to take physical shape and a
prototype is made. The companies need to start producing their products on a small scale.
• Stage 6:Test the Product : The samples need to be started in the market. They need to test
consumer response to the product .
• Stage 7: Introducing the Product ; If the survey results prove favourable, the company may
decide to sell the new product on a small scale or regional basis.
• Stage 8: Evaluate Acceptance :The company needs to evaluate customer response after the
product has been introduced in the market.
STEPS INVOLVED IN DEVELOPING PRODUCT STRATEGY
• Organisational Objectives: The objectives reflect what the organisation expects to achieve.
The objectives are defined by the top management .
- Corporate objectives
- Financial objectives
- Marketing objectives
- Production objectives
- Innovative technology
• Situation Analysis : Situational analysis is done to identify the viable and potential
marketing opportunities in the environment.
Internal Analysis
- Company resources
- Financial
- People
- Time
- Skills
Market Analysis
- Economy
- Legal
- Government
- Technology
- Ecological
- Socio-cultural
- Supply chain
Customer Analysis
- Market size
- Market segmentation
- Competitor analysis
- Industry structure and strategic groupings
Consumer Analysis
- Nature of the buying decision

BRAND MANAGEMENT
- Participants
- Demographics
- Loyalty segments
• Marketing Strategy :
Marketing Research
- Information requirements
- Research methodology
- Research results
Marketing Segmentation Strategies
- By product
- By customer segment
- By geographical market
- By distribution channel
• Marketing Mix Strategies
Product Management Strategies
- Product line
- Product mix
- Product strength and weakness
- Brand name
- Brand image
- Brand equity
Pricing Strategies
- Pricing objevtives
- Pricing method
- Pricing strategy
- Discounts and allowances
- Bean even analysis at various prices
Promotion Strategies
- Promotional goals
- Promotional mix
- Advertising reach
- Advertising frequency
- Sales promotion
- Publicity and public relations
Distribution Strategies
- Geographical coverage
- Distribution channels

BRAND MANAGEMENT
- Physical distribution and logistics

- Electronic distribution
• Tactical Plans : The day-to-day actions that marketers undertake to achieve strategic goals
are called tactics. The steps or tactics needed to achieve the defined goals in a strategic plan
is called tactical plan.
• Marketing Budget ; The marketer needs to spend the money to carrying out marketing
tactics. The marketing budget lays out the spending requirements needed to carry out
marketing tactics.
• Implementaion and Control:
- Personnel requirements
- Assign responsibilities
- Give incentives
- Training on selling methods
- Financial requirements
- Management information systems requirements
DEVELOPING PRODUCT STRATEGY
Product development strategy includes developing new products or modifying existing products so
they appear new and offering those products to current or new markets.
• Diversification Strategy: A product development diversification strategy takes a company

outside its existing business and a new product is developed for a new market. For Example:
The company that had sold tea decides to develop financial education program aimed at
college students.
• Modification Strategy: This strategy generally aimed at existing markets. It offers a side
benefit by capturing new users for the new product. The manufacturer adds extra features
to the existing product. For Example: The toothpastemanufacturer modifies the plan
toothpaste with anti-cavity toothpaste by adding certain attributes which promises
protection from cavity.
• Revolutionary Product Development: This product is new to the market. The customers are
not aware knowing it for the first time. For example : Computer
SIGNIFICANCES OF DEVELOPING PRODUCT STRATEGIES
• It helps in forecasting
• Provides direction for future marketing efforts
• It ensures effective utilizations of resources
• It helps in meeting the local and global challenges
• It ensures success in long term
• It helps to organize product planning and research
• It captures customers views and expectation
• It ensures appropriate pricing

BRAND MANAGEMENT
MARKET SEGMENTATION ANALYSIS
The market segmentation is the process of defining and subdividing a large homogeneous market
into identifiable segments having similar needs and wants.
Advantages of Market Segmentation Analysis are :
• It helps the marketer to design a marketing mix

• It helps in meeting the expectations of customers
• It helps the marketer in developing an overall marketing strategy
• It helps to manage the strategy development process
• It ensures effectiveness and success of marketing plan
SETTING OBJECTIVES AND ALTERNATIVES
The marketer needs to plan that allows a business owner to direct activities to create the greatest
amount of return on investment. The marketer needs to communicate the product benefits to target
customers. Objectives are typically expressed in terms of one or more quantitative targets like
revenue, profit, sales or market share.
FACTORS FOR SETTING OBJECTIVES AND ALTERNATIVES
• Enhanced Product Utility: The marketers need to provide product utility to the customers.
They need to educate consumers about the uses of the products and services.
For example: The basic requirement of mobile phones is to facilitate communication
between the sender and receiver. Now we have many features in the mobile phones such as
camera, internet facilities, Bluetooth etc.
• Reduce Prices: The consumer price includes production costs, selling costs, distribution costs
and profit margin of the seller. The marketer needs to avoid unnecessary cost.
• Reduce Production Cost : The company needs to reduce the production cost. Over a time
period of they need to expand plant capacity. It leads to enhanced production volume.
• Reduce Distribution Costs: Distribution cost includes advertising and sales promotion costs.
It includes the cost of display, demonstration, dealer’s commission, incentives etc.
• Enhanced Demand and Choice: The marketer needs to use various promotional tools to
enhance demand. The advertising plays a vital role in enhancing the demand for products
and services.
• Overcome Competition : The success of business depends on the effective reach to the
targeted population . The company needs to adopt various strategies to overcome
competition.

BRAND MANAGEMENT
PRODUCT LIFE CYCLE
The product life cycle is an attempt to recognize distinct stages in the sales history of the
product.
STAGES OF PRODUCT LIFE CYCLE
1. Introduction Stage : Introduction stage is the first stage of the product life cycle. In this
phase the product is introduced in the market. It will consider more time for distributing,
awaking and increasing the products to customers.
2. The Growth Stage : The introduction stage is followed by the growth stage. The growth
stage is crucial for the product’s survival in the market. If a product is accepted by the
customers in the market place, the product enters into the growth stage.
3. Maturity Stage : It is the longest phase of the product life cycle. It has the maximum
product sales with most stable level in the market. The firm needs to focus on expanding
the products to potential customers.
4. Decline Stage : The sales begin to decline as the market becomes saturated. The product
becomes technologically obsolete. Unit costs may increases with the declining
production volumes and eventually no more profit can be made.

BRAND MANAGEMENT
CUSTOMER ANALYSIS
Customer analysis is the collection and evaluation of data associated with customers. It is
conducted through customer focus groups, customer satisfaction measurement, field testing
etc.
NEEDS OF CUSTOMER ANALYSIS
• To identify customer needs and wants

• To evaluating the distinguishing customer characteristics
• To understand buying process
• To understand purchasing behaviour
• To know customer value orientation
• It helps in segmenting the market
PROCESS OF CUSTOMER ANALYSIS
• Identifying Customer : The marketer needs to identify the target customer. They
must know exact type of customer that the business is serving
• Definition Customer Needs: The marketer needs to define the customer’s need.
• Customer Problem Solving ; The marketer needs to state how the product or service
offered by the company satisfies the needs of the customer. The marketer needs to
know customer’s decision-making process.
COMPETITORS ANALYSIS
The competitor analysis helps in determining the competitor’s position within the industry.
It helps in identifies the competitor’s strengths and weaknesses. It also helps to know the potential
threat it may pose to business.
NEW PRODUCT
According to Stanton, new products are those which are really innovative and truly unique
replacements for existing products that are significantly different from the existing goods.
TYPES OF NEW PRODUCT
• The Discontinuous Innovation: A product that is innovative which is new to the world is
called discontinuous innovation. It is the most dramatic form of new product.
• The Category Extension: A product that is new to the firm but not necessarily new to the
market is called category extension.
• The Line Extension: The new and improved version of existing product by means by
reformulations, modifications or enhancements is called product improvement .
• Repositioned products: The products that have undergone a change in image, but the
physical itself may not have changed is called repositioned products.

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• Lower Priced Products: The scaled down version of existing products made by the same firm
is called lower priced product.
NEW PRODUCT DEVELOPMENT PROCESS
• Generation of New Product Ideas : The act of searching for new ideas is called
generation. It is represented as a descriptive statement, written or verbalised.
• Idea Screening : Generating new product ideas leads to collection of large number of
ideas.
• Concept Development and Testing : A product idea is a possible product the company
might offer to the market. The attractive ideas need to refine into testable product
concepts.
• Marketing Strategy Development: After testing, the managers must develop a
preliminary marketing strategy for launching the new product into the market.
• Product Development: This stage involves the actual creation of the product. The
company makes a working model. It helps to reveal all the possible tangible and
intangible attributes of the product.
• Market testing: It is the process where the product is launched in a few selected areas to
test the feasibility and functionality is called market testing.
• Commercialisation: It is a final stage in the new product development . The product is
made available in the marketplance during commercialization stage.
ROLE OF MARKETING MANAGER
• The product must be channelized appropriately to support the new product offering
• Recognize the situational aspects of market entry
• Need to decide on introduction timing
• Ensure effective maintenance and servicing facilities
• Clarify the strategic importance of the market entry decision
• Ensure intensive selling
• Ensure widespread availability of the product through distribution channel
• Effective promotion to create awareness of the new product.
ELEMENTS OF PRODUCT DIFFERENTIATION
• Product forms
• Product Design
• Product Features
• Product Quality
• Product Durability
• Package Size
• Service Quality
• Distribution Channel
• Brand Image
• Positioning

BRAND MANAGEMENT
PRODUCT MODIFICATION DECISION
The deliberate alternation in the physical attributes or packaging of a product is called product
modification. The company can modify the product by adding more attributes to the existing
product to be effective in the market.
NEEDS FOR PRODUCT MODIFICATION
• To take advantage of innovative technological

• To regenerate a product suffering from dealing sales
• To improve quality to enhance the functional performance of the product
• To improve feature by adding new features to the product.
• To builds a company image of progressiveness and leadership
• It enhances publicity
• It leads to generate enthusiasm in sales-force and distributor’s
POSITIONING
A marketing strategy that aims to make a brand occupy a distinct position , relative to competing
brands, in the mind of the customer is called positioning . It is the place the product occupies in the
consumer’s perceptual map of the market.
ADVANTAGES OF POSITIONING
• It helps in identifying a set of possible competitive advantages

• It enhances brand image
• It helps in placing the product in the mind of customers
• It enhances the demand of the product
• It helps in selecting the right competitive advantages
• It enhances the sales force efficiency
• It helps in differentiating the actual product or service
• It enhances the efficiency of distribution channels
• It enhances loyal customers
FAILURE OF NEW PRODUCT
• Inadequate marketing research

• Poor quality
• Poor timing in product introduction or ineffective launching
• Inadequate market size
• Incorrect positioning of the product in the market
• Inadequate promotional activities
• Due to overpricing of the product
• The higher product development cost
• Lack of decision-making
• Poor after-sales-services
• Faulty product performance

BRAND MANAGEMENT
UNIT -3
MARKET POTENTIAL AND SALES FORECASTING
Meaning of Market Potential: Market potential refers to the total potential sale of a product within
a given period of time and for a given geographic area. It is a quantitative estimate of the total
possible sales by the firms selling the product in a given market.
Meaning of Sales Potential: This is the share of market potential allocated to a specific geographic
area for a particular product, or the share of the total market potential that a manufacturer can
reasonably expect to sell.
MARKET POTENTIAL ANALYSIS
• Categorize countries as lead markets, break-out markets or emerging markets

• Quantify market potential for a given product by country, region or globally
• Identify growth drivers and barriers in those markets
• Understand how to exploit growth markets
• It helps in meeting customer demand
• It helps in overcoming market barriers
CRITERIA FOR EFFECTIVE TARGETING OF MARKETING SEGMENTS
• Identification: To divide the market into separate segments on the basis of a common need
or characteristics.
-Geographical location
-Demographic characteristics such as age, gender, occupation etc
-Life Style
-Consumer behaviour
• Segment Size: For a market segment to be worldwide target, it must have a sufficient
number of people to warrant tailoring a product.
• Stability: Most marketers prefer to target consumer segments that are relatively stable in
terms of demographic and psychological factors.
• Accessibility: A fourth requirement for effective targeting is accessibility. The marketers
must be able to reach the market segments they want to target in an economical way.

BRAND MANAGEMENT
TARGET MARKET SELECTION PROCESS
• Identifying approaches for selecting target markets: The targeting strategy used is affected
by target market characteristics, product attributes and the organisation’s objectives and
resources.
- Undifferentiated Approach
- Product Differentiation Approach
- Concentration Targeting Strategy Approach
- Multi-Segment Approach
- Differentiated Approach
• Determining the factors affecting forecasting

- Factors for prevailing business conditions
- Conditions within the industry
- Conditions within the firm
- Factors affecting EXIM control
- Factors affecting sociological conditions
- Factors affecting psychological conditions
• Develop Market Segment Profiles: Market segment profiles describe the similarities among
potential customers within a segment.
• Evaluate Relevant Market Segments: By sales estimate potential sales for a segment can be
measured along several dimensions .It includes product, geographic area, time and level of
competition.
• Select Specific Target Markets: Marketers first decide whether there are enough differences
in customers’ needs to warrant the use of market segmentation.
BENEFITS OF DETERMINING MARKET AND SALES POTENTIAL
• It helps to decide to enter a new market

• It helps the business in planning
• It determines the market share
• Used in growth plan
• It establishes quotas for the sales force
• It helps in determining the effectiveness of the sales force
• It helps investment decision making of new product
• It determining markets with the greatest potential for the sale force
• It determining the number of salesmen and distribution
• It helps in identifying boundaries for sales territories

BRAND MANAGEMENT
MEANING OF SALES FORECAST: A sales forecast is an essential tool for managing a business of any
size. A well-constructed sales plan and accurate sales forecasting helps in developing business. It
helps in responding to day-to-day developments in sales and marketing.
SIGNIFICANCES OF SALES FORECASTING
• It helps in determining sales compensation plan

• It helps in determining of sales territories
• It is useful in advertising and sales promotion programs
• It helps in fixing the price of the product or service
• It helps in production plan
• It helps in regulating inventories and purchasing
• It helps in estimating standard cost
• It is useful in budgeting and controlling expenses
• It is useful in planning cash requirements
• It helps in master plan of the company
• It helps in integrating business plan
ADVANTAGES OF SALES FORECASTING
• It helps in reducing inventory

• It helps to schedule customers orders
• It is useful in plant procurement planning
• It is very helpful in cost cutting
• It helps in prediction of revenue
• It is useful in preparing comprehensive marketing plan
• It helps in allocating the marketing resources
• It helps in monitoring the competition and the product environment
• It is the basis of sound budgeting
• It is useful for measuring the efficiency of sales department
• It is useful for planning personal selling, advertising, warehousing arrangements etc
DISADVANTAGES OF SALES FORECASTING
• It is expensive
• It consumes lot of time
• It requires skilled people
• It requires huge analysis of data
• The forecast accuracy can be reduced when forecasters consider readily recently
perceived information
• The ability to forecast accurately may be reduced due to inappropriate data patterns
• The ability to accurately forecast may be significantly reduced by organisation political
factors
• The inconsistencies in judgment may lead to reduced accuracy

BRAND MANAGEMENT
CLASSIFICATION OF SALES FORECASTNG TECHNIQUES
• QUALITATIVE TECHNIQUES: Estimating method that relies on expert human judgment,

opinions, intuition or personal experience and are subjective in nature combined with a
rating scale is called qualitative technique. They do not rely on any rigorous
mathematical computations
- Expert Evaluation Techniques : In this technique the experience of people is used . It

includes executives, salespeople, marketing people, distributors or outsider experts.
- Jury of Executive Opinion :- In this technique jury of executive such as finance,

marketing , sales, production, logistics etc. Meet to generate forecasts. The opinions
of these executives are considered. The jury of executive opinion is one of the most
familiar and frequently used of all forecasting techniques.
- Delphi Method: It is a sophisticated statistical method to arrive at a consensus. It

consists of the following process: The panel expert are selected to give suggestions
to solve the problems in hand. Both internal and external experts can be the
members of the panel.
- Demand Estimation : Business enterprise needs to know the demand for its product.
An existing unit mustknow current demand for its product in order to avoid
underproduction or over production.
- Sales Force Composite Method: The sales force composite is a qualitative

forecasting method that uses the knowledge and experience of a company’s
salespeople.
- Survey of Buyer’s Expectation: The survey of buyer’s expectation is conducted to

know the buyer’s intention. It is conducted by taking the market test sample of
potential buyers.

BRAND MANAGEMENT
INTERNATIONAL MARKET
Definition of Sales Management: According to the American Marketers Assocation(AMA), Sales

management is the planning, direction and control of the personnel, selling activities of a business
unit including recruiting, selecting , training, assigning, rating, supervising, paying motivating as all
these tasks apply to the personel sales-force.
Definition of International Marketing: According to Cateora (1997), international marketing is the

performance of business activities that direct the flow of company’s goods and services to
consumers in more than one nation for profit.
APPROACHES TO INTERNATIONAL MARKETING
• Domestic marketing extension (ethnocentric) concept: The companies guided by this

are casual players in overseas markets. For them the overseas markets serve as conduits
for directing surplus production.
• Multi domestic marketing (polycentric) concept: As the overseas operations of the
companies grow, they recognise the need for a different approach to international
marketing. The operations of companies can acquire forms of overseas joint ventures,
licensing agreements, overseas manufacturing and marketing.
• Global marketing (regiocentric) concept: As the companies direct their approach to
become a global company, they acquire a global perspective in their operation.
IMPORTANCE OF INTERNATIONAL MARKETING
• Employment generation
• Increased Linkages
• Stimulates Competition
• Technology Sourcing
• Optimal Utilization of resources
• Educative effect
• Promotes foreign direct investment
• Increase in national income
• Efficiency

BRAND MANAGEMENT
UNIT 4
BRAND MANAGEMENT
Meaning of Brand Management: It includes managing the tangible and intangible characteristics of
band. In case of product brands, the tangibles includes the product itself, price, packaging etc. While
in case of service brands, the tangibles includes the customer’s experience. The intangible include
emotional connections with the product or service.
OBJECTIVES OF BRAND MANAGEMENT
• To produce, promote and distribute goods that are attractive to consumers.

• To provide best deal to customers in terms of utility value compared to competitors
• To control consumers’ brand choice behaviour
• Creation and management of brand equity
• Optimum utilization of resources
• Enhance brand image
• Enhance market share
• To restrict market value
• Ensure right marketing mix
• It forms customer perceptions about the product
CHARACTERISTICS OR FEATUERS OF BRAND MANAGEMENT
• It includes developing a promise, making that promise and maintaining it.

• It deals with determining the brand, positioning the brand and delivering the brand
• It is an art of creating and sustaining the brand
• It ensures customer commitment
• A strong brand differentiates the products from the competitors
• It enhances the company image
• It creates a confidence in the current and prospective customers.
BRAND
A brand is the specific type of the product form. A brand is presented by a brand name, symbol,
design, logo, packaging etc. It is the identify of a particular product form that customers recognise as
being different from others.
CHARACTERISTICS OR FEATURES OF BRAND
• It is a promise that the product will perform as per customer’s expectations

• It shapes customer’s expectations about the product
• It usually has a trademark which protects them from use by others
• A brand gives particular information about the organisation, good or service
• It helps in differentiating it from others in marketplace
• Brand carries is a means of making people aware company offerings

BRAND MANAGEMENT
BRAND NAME
Brand name is one of the brand elements which help the customers to identify and differentiate one
product from another. It should be chosen by very carefully as it captures the key theme of a
product in an efficient and economical manner.
BRAND ATTRIBUTES
• Relevancy : A strong brand must be relevant. It must meet people’s expectations and
should perform the way they want it do.
• Consistency : A consistent brand signifies what the brand stands for and builds customers
trust in brand. A consistent brand is where the company communicate message in a way
that does not deviate from the core brand proposition.
• Proper Positioning : A strong brand should be positioned so that it makes a place in target
audience mind and they prefer it over other brands
• Sustainability: A strong brand makes a business competitive. A sustainable brand drives an
organisation towards innovation and success
• Credibility: A strong brand should do what it promises. The way the company communicate
the brand to the customers should be realistic.
• Uniqueness : A strong brand should be different and unique. It should set the company
apart fro other competitors in market
• Appealing : A strong brand should be attractive. Customers should be attracted by the
promise the company make. The values deliver by the company.
BRANDING
According to Kapferer and Keller, the branding is defined as fulfilment in customer expectations and
consistent customer satisfaction.
MERITS OF BRANDING
• It identifies the seller

• It helps in identification of a product
• As per law, seller is granted exclusive rights to the use of the brand name
• It is a seller’s promise to consistently deliver what it stands for to the buyer.
• It conveys certain attribute or features of the product or service.
• It may represent certain culture
• Differentiation of product from its competitors
• It represents personality
• It suggest kind of consumer who buys or uses product
• It helps consumers identify products, tells buyer something about quality
• It gives the seller advantages

BRAND MANAGEMENT
BRAND DEVELOPMENT
The process of creating and strengthening the professional services brand is called Brand
development.
Brand Development includes:
• Getting the brand strategy right and aligned with the business objectives
• Developing the tools needed to communicate the brand
• Strengthening the developed brand
PROCESS OF DEVELOPING THE BRAND
• Establish the Market Opportunity: Using a combination of desk-based research and market
knowledge the company can establish the market opportunity. The company needs to do
the following:
- Measure the size of the potential market for their products
- Establish the entry barriers
- Determine competition
- Know current market trends that could have an impact on products
• Determining the Target Audience Profile

To ensure customer satisfaction the marketer must know the exact profile of end user. The
factors to be considered are:
- Average age
- Social status
- Lifestyle
- Shopping place
- What they buy
- Price sensitivity
• Identify the Product Benefits to Customers
It makes it easier to identify the product benefits that will appeal to the target. These
benefits can be built into the marketing messages and product story. For example: The
target customers have little or no cooking skills then they are more likely to buy pre-
prepared foods.
• Decide on USPs( Unique Selling Points)

The marketer needs to identify the uniqueness of their brand compared to competitor’s
brand. The uniqueness could be through the following :
- Product
- Packaging
- Message
- Promotion
- Availability etc
• Find a Name

BRAND MANAGEMENT
The companies need to find a name. It must be associated with brand values and
personality. The name must be understood easily by the target audience. The companies can
protect their names by getting the name trademarked.
• Positioning the Product

The positioning is vital for success. To determine the optimum position for the product there
are three keys tasks which would be beneficial to undertake.
• Develop the Marketing Strategy

The marketing plan will become an invaluable operational tool to keep your initial brand
launch and subsequent support on track.
• Design the Product Packaging

The importance of packaging should not be underestimated. It is one of the key interactions
that materials which will help communicate the brand.
• Determine Appropriate Sales Channels and Develop Supporting Material

The next step is to develop supporting materials. The marketer needs to consider developing
the materials which will help communicate the brand.
BRAND EXTENSION
The use of a successful brand name to launch a new or modified product in a new market is called
brand extension.
Advantages of Brand Extensions
• It enhances the business growth

• It enhances profitability
• It enhances brand power
• It provide boost in international visibility
• It helps to compete in less saturated markets
• It creates value to company
• It helps to satisfy customers
• It inspires a high level of trust in customers
• It creates positive attitude towards brand
• If influences the buyer behaviour
BRAND REJUVENATION
It is also called as brand revitalization. A brand over a period of time results in declining of its
strength. The solution for a brand in decline can be revitalization. It is based on updating of the
overall offer of the brand while staying true to part of its identity.

BRAND MANAGEMENT
REASONS FOR THE DECLINE IN BRAND ARE:
• The brand may not have adopted to environmental changes

• Changes in consumer preferences
• Ageing of its core consumers
• Technological change
• Life style of consumer
• Change in preference
• Attitudinal change
NEED OF BRAND REJUVENATION
• The company is struggling to generate revenues from the current product

• The whole product or service category may be decling
• To communicate new visual identity system
• Unify the brand’s expressions across all audiences
• To enhance market share
• It helps in promotion activity
• To strengthen brand association network
• To differentiate the products compared to competitors
• Brand may no longer meet the consumers’ needs or desires
• The lack of customer understanding of the product
• The lack of customer engagement
• The lack of customer experience
• Poor consumer relationship management
BRAND REJUVENATION CAN BE ACHIEVED
• Redefining the brand essence

• Attract a new customer
• Develop new uses of the product or service
• New customer networks
• Innovation
• Segmentation
• Contacting opinion leaders
• Effective communication
RE LAUNCHING AN EXISTING BRAND
Re-launch is defined as any activity that aims to make consumers reconsider a brand in its totality.
This could be through packaging changes, product upgrades, a new positioning or any combination
of several changes in the brand.

BRAND MANAGEMENT
REASONS FOR RE-LAUNCHING THE BRAND
• Innovation: Technology is constantly upgraded. The company needs to have the track of
innovative technology to be effective in the market. If a brand is technology related for
example : Internet, software, hardware etc.
• Target Market: Brands need to stay relevant to their target market. The company needs to
keep up with the times and keep pace with changing customer needs.
• Competition: The company required to change the offering to the market in order to create
more utilities in the minds of audience left to communicate with.
• Mergers and Acquisition: Typically smaller companies start with more modest brand
offering, due to budget restrictions, which are inadequate to meet the needs of a bigger
more sophisticated business and a rebrand is required.
• Legal Requirements : Occasionally legal issues may arise that require a company to make
changes to their branding such as copyright issues
• Enhance Morale: It is required if a company brand has demoralized employees or confused
customers. The re-launch enhances the morale of employees and customers.

BRAND MANAGEMENT
UNIT 5
BRAND LEVERAGING AND BRAND PERFORMANCE
LEVERAGING BRAND EQUITY: Companies that build brand equity capitalise on strong brands by
using them to launch new products, categories or services. The main purpose of using the same
brand name is to take advantage of the value and power that the brand commands.
THREE WAYS OF LEVERAGING BRAND EQUITY
• BRAND EXTENSION: Brand extension is the use of an established brand name in new
product categories. The category to which the brand is being extended can be related or
unrelated to the existing product categories.
Advantages of Brand Extensions
- It reduces risk
- It is less costly than alternative launch strategies
- It enhances consumer interest and willingness
- The task of building awareness for the new product is eased
- It helps in achieving advertising economies of scale
• LINE EXTENSION: New variants within the same product category are launched bearing the
established brand name is called line extension.
Advantages of Line Extension

- It is useful to reach out to new customer segment
- It is useful in reviving consumer interest in a dull product category
- It leads to managerial focus on minor modifications, packaging changes and
advertising
- The new brand variants gains sales at the expense of the established variants of the
same brand.
• BRAND STRETCHING OR VERTICAL EXTENSIONS

It is also called as vertical extensions. The company may sense an opportunity in the
premium value segments or lower value segment of the market, besides its existing markets.
Advantages of Brand Stretching

- Due to saturation of existing markets
- New opportunities in the premium or popular segments of the market
- Intense competition in the existing segments

BRAND MANAGEMENT
FACTORS ENHANCE BRAND STRENGTH
• Clarity: The company needs to have the clarity about the brand values, positioning and
proposition. The companies need to communicate the goals and objectives to the target
audience.
• Brand Commitment: The organisation must be committed towards the quality and customer
satisfaction. The focus should be internal commitment to brand.
• Protection: The Company needs to secure the brand with regard to number of dimensions.
It includes legal protection, features, design, scale, geographical spread etc.
• Responsiveness: The Company needs to develop the ability to respond to market changes,
challenges and opportunities.
FEATURES OF ESTABLISHING A BRAND EQUITY MANAGEMENT SYSTEM
• Brand Position
• Brand System
• Brand Identity
• Brand Leverage
• Value Proposition
• Communication
MEASURING SOURCE OF BRAND EQUITY
Most evaluation of brand equity involves utility estimation. It includes the measure of value (utility)
of a product’s features and price level. It also measures the overall utility of a product when
including brand name.
• Qualitative Research Techniques

There are many different ways to uncover and characterize the types of associations linked
to the brand. Qualitative research techniques are often employed to identify possible brand
associations and sources of brand equity.
- Free Association
- Projective Technique
- Observational Approaches
• Quantitative Research Techniques
Although quantitative measures are useful to identify and characterize the range of possible
associations to a brand, more quantitative portrait of the brand often is also desirable to
permit more confident and defensible strategic and tactical recommendations.
- Awareness
- Recognition
- Recall

BRAND MANAGEMENT
- Image
THE SOURCES OF BRAND EQUITY
• BRAND AWARENESS: Brand awareness refers to the strength of band’s presence in the
consumer’s mind. It is measured according to the different ways in which consumers
remember a brand
-Brand Recognition
-Brand Recall
-Top-of-mind Brand
-Dominant Brand
• PERCEIVED QUALITY: Perceived quality is a brand association that is elevated to the status
of a brand asset for various reasons
• BRAND LOYALTY: Brand loyalty refers to the level of commitment that customers feel
towards a given brand, as represented by their continuing purchase there of.
• BRAND ASSOCIATIONS: A brand association in anything that is directly or indirectly linked in

the consumer’s memory to a brand.
CO-BRANDING
The utilization of two or more brands to name a new product is called co-branding . It is also called
brand alliances or brand bundling. The ingredient brands help each other to achieve their aims.
Advantages of Co-branding
- Risk-sharing
- Generation of royalty income
- More sales income
- Greater customer trust on the product
- Wide scope due to joint advertising
- Technological benefits
Disadvantages of Co-branding
- It may fail when the two products have different market

- It may fail if there is difference in visions and missions of the two companies
- It may affect partner brands in adverse manner
- It may damage the total brand equity

BRAND MANAGEMENT
CELEBRITY ENDORSEMENT
A person who enjoys public recognition from a large share of a certain group of people and uses this
recognition on behalf of a consumer good by appearing with it in advertisement is known as a
celebrity.
TYPES OF CELEBRITY ENDORSEMENTS
- Testimonial – Celebrity acts as a spokesperson for the brand

- Imported- Celebrity performs a role known to the audience
- Invented- Celebrity plays an original , new role
- Observer – Celebrity assumes the role of an observer commenting on the brand
- Harnessed- Celebrity’s image is integrated with the adverting storyline
ADVANTAAGES/PROS OF CELEBRITY ENDORSEMENT
- It helps in solving the problem of over communication

- It helps in creating and maintaining consumer attention
- It is useful in brand introduction
- It creates brand repositioning
- It assists in the image polishing of the company’s image
- It has a strong impact on the learning style
DISADVANTAGES/CONS OF CELEBRITY ENDORSEMENT
- It may overshadow the brand

- It may crated public controversy
- It may lead to change in brand image
- It may create overexposure
BRAND POSITIONING
Brand Positioning is an activity of creating a brand offer in such a manner that it occupies a
distinctive place and value in the minds of target customer’s.
FEATURES AND ADVANTAGES OF BRAND POSITIONING
- It helps in effective communication to customers

- It helps in attracting larger segments
- It enhances value proposition
- It ensures customer loyalty
- It ensures that all brand activity has a common aim
- It focuses at all points of contact with the consumer’

BRAND MANAGEMENT
BRAND BUILDING
Brand building is the enhancing a brand’s equity through advertising campaigns and indirectly
through promotions such as cause championing or event sponsorship.
- Mission
- Brand vision
- Organisational values
- Core values
- Brand architecture
- Product attributes
- Brand personality
- Positioning
- Communication strategy
- Internal brand identity
BRAND KNOWLEDGE
Brand knowledge is the thoughts, feelings, images, experiences and beliefs that become associated
with a business’s brand. The company can be realised by re-focusing the content of the marketing
activities, applying a new business process and organising marketing people to create payback for
the business and themselves.
BRAND PORTFOLIO
Brand Portfolio is the set of all brands and brand lines that a particular firm offers for sale to buyers
in a particular category. It is the total collection of trademarks that a company applies to its products
or services.
BRAND PORTFOLIO MANAGEMENT ISSUES
- Allocating Funds
- Adding Brand Categories
- Emphasizing Brand
- Supporting Brand
- Brand Presentation
BENEFITS OF BRAND PORTFOLIO
- It helps in brand administration structures and schedules

- It provides a discipline and structure necessary for a viable business strategy
- It is an element of the solution for an efficient management
- It enhances profits
- It enhances sales volume
- It helps to be competitive in the market

BRAND MANAGEMENT
TARGET MARKETING
The process of selection of one or more market segments and developing products and marketing
mixes suited to each segments is called target marketing.

BRAND MANAGEMENT
UNIT 6
DESIGNING AND SUSTAINING BRANDING STATEGIES
BRAND HIERARCHY: The brand hierarchy is the visual organising principle for the company’s
products, services and brands. The brand architecture is part of branding and contributes to the logic
structuring of products and brands of an organisation.
BENEFITS OF BRAND HIERARCHY
• The brand plays a vital role in the perception of the product

• It helps to coordinate the development
• It helps in organising strategic actions
• It helps in construction and projections for market
• It facilitates the alignment and positioning of element
• It helps to focus investments to strengthen the business
• It enables the diagnosis of the current brand of a company
BRAND ARCHITECTURE: Brand architecture is an integrated process of brand building through

establishing brand relationships among branding options in the competitive environment. It is the
structure of brands within an organisational entity.
BENEFITS OF BRAND ARCHITECTURE
• It defines different leagues of branding within the organisation

• It helps to know how the corporate brand and sub-brands relate to and support each other.
• It helps to know how the sub-brands reflect the core purpose of the corporate brand
• It helps to manage a parent brand and a family of sub-brands
• It maximizes share holder value.
TYPES OF BRAND ARCHITECTURE
• Corporate Brand, Umbrella Brand and Family Brand: These are consumer-facing brands
used across all the firm’s activities. This name is how they are known to all their stakeholders
such as consumers, employees, shareholders, partners, suppliers and other parties.
• Endorsed Brands and Sub-Brands: These brands include a parent brand which may be a
corporate brand, an umbrella brand or a family brand as an endorsement to a sub-brand or
an individual product brand.
• Individual Product Brand : The individual brands are presented to consumers and the parent
company name is given little or no prominence. For example: Procter & Gamble’s Pampers

BRAND MANAGEMENT
BRANDING STRATEGIES
Branding strategy is the long-term marketing support for a brand, based on the definition of the
characteristics of the target consumers. It includes understanding of their preferences, and
expectations from the brand.
ESSENTIALS OF BRANDING STRATEGIES
• Identify brand vision

• Long-term focus
• Drive the growth of the brand in the future
• Differentiate the brand from competitors
• Guidelines for the implementation of the brand strategy
TYPES OF BRANDING STRATEGIES
• Product Branding: A brand linked to the product and not to the corporation is called product
brand. It describes a situation where each individual product has its own brand.
Advantages of Product Branding

- The brand is promoted exclusively
- It acquires its own identify and image
- The brand acquires its own set of associations
- The brand does not share other products
- Easy to close unsuccessful brands
• Line Branding; Line is the context of product mix refers to various product lines that a firm
may have in its total portfolio. It restricts the brand’s expansion into nearby territories of
complementary products.
Advantages of Line Branding
- The products in the line draw their identify from the main brand
- It enhances the brand by reinforcing each other
- It enhances the marketing power of the brand
- It helps in cultivating brand
- It seeks to fulfil all complementary needs that surround a basic need
- It helps in taking care of the total needs of the customers
• Range Branding: Range branding is not restrictive. The brands can move beyond product
complementarities. the bottom line is that products must originate from some area of
competence.
Advantages of Range Branding

- It helps in the formation of brand equity

BRAND MANAGEMENT
- It helps in preventing brand building efforts from getting dissipated in different

directions
- It reduces the cost of introducing a brand in the market place
• Distinct Branding: Some companies choose to release each product or service as its own
brand is called distinct branding. For example : Proctor & Gamble
Advantages of Distinct Branding
- Each product stands alone

- Failures do not affect the entire company or other products
- Distinct benefits for each product can be directly attributed to a specific brand
• Hybrid Branding When a product extends the benefit of an overall brand or company it is
called hybrid branding strategy. The advantage of hybrid branding is the marketing and
branding can take advantage of the overall band for budgets and reputation.
• Umbrella Branding : The company offers different products with different benefits, but they
all extend the same value to the customer is called umbrella branding.
Advantages of Umbrella Branding

- Each product contributes to the shared value offered to the customer
- Marketing and branding strategies can be at the shared value level
BRAND DIMENSIONS
• Brand Physique: The Physique dimension of the brand refers to the physical aspects The
Brand’s physique is its backbone . It is tangible value added to the brand. The brand structure
is usually built upon the physique.
• Personality: A brand by design or by default develops a character of its own. People tend to
describe brands in terms of traits as if they were living persons.
• Culture: Culture consists of rites, rituals and values. In every brand’s background lies a system
or network of values. These values drive the brand.
• Relationship: The relationship aspect is particularly important in service environment.

Services, unlike goods, are essentially relationships.
• Reflection: A brand’s reflection refers to the image of its buyers who it seeks to address. It is
the reflected image of its target customers in its communications.
• Self-Image: Self-image refers to how a customer sees himself in relation to the brand.
Reflection is target customers’ outward facade and self-image is internal reflection. Brands
often become the basis of our inner relationship with outer selves.

BRAND MANAGEMENT
PROCESS OF BRAND DEVELOPMENT STRATEGY
• Consider the Overall Business Strategy: A strong, well differentiated brand will make
growing the firm much easier. The overall business strategy is the context for the brand
development strategy.
• Identify the Target Clients: The company needs to identify the target customers. The
narrower the focus the faster the company will grow. The more diverse the target audience
it leads to diluated marketing effort.
• Research the Target Client Group : In-depth qualitative and quantitative researchers are
key components of any good strategic planning process. The company needs to know
competitors strategies.
• Develop the Brand Positioning: The company needs to determine the firm’s brand
positioning in the market place. It is called market positioning.
• Develop the Messaging Strategy: The next step is a messaging strategy. The company needs
to translate the brand positioning into messages to the various target customers.
• Develop the Name, Logo and Tagline : The company needs to develop the marketing
strategy. It must provide valuable educational content to attract, nurture and qualify
prospects.
• Implementation: The success or failure depends mostly on the way the company implement
their strategies. The company needs to have a track on their implementation.
THE STRATEGIC BRAND MANAGEMENT PROCESS
• Identifying and establishing brand positioning and values: The strategic brand
management process begins with the identification and establishment of the position of the
brand.
• Planning and Implementing Brand Marketing Programs: The second step in the strategic
brand managing process is planning and implementing brand marketing programs. Building
brand equity requires creating a brand of which consumers are sufficiently aware and with
which they have strong, favourable and unique brand associations.
• Marketing Activities : Brand managers have found that communication through traditional
mass media has been ineffective, inefficient and costly. As a result these organisation have
long relied on alternative channels to create brand awareness, convey brand associations
and develop loyal customer bases.
• Measuring and Interpreting Brand Performance: The establishment of brand positioning

and value. The planning and implementation of brand marketing programs. Measuring and
interpreting brand performance.

BRAND MANAGEMENT
• Developing a Brand Equity Measurement and Management System. Brand equity is

composed of brand loyalty, brand awareness, perceived quality and brand associations.
• Measuring Sources of Brand Equity: A brand with strong brand equity is an extremely
valuable asset. However, measuring the actual equity of a brand name is difficult.
• Growing and Sustaining Brand Equity: Managing brand equity involves managing brands
within the context of other brands, and over multiple categories, over time and across
multiple market segments.
BRAND EXTENSION
According to Aaker and Keller, brand extension is using an established brand name to enter a new
product category. It is also called as brand stretching. It is now a quite popular and frequently used
strategy in brand management.
CLASSIFICATION OF BRAND EXTENSION
• Horizontal extension: Horizontal extension is defined as extending a parent brand to a new

product in the same product class or to a product which is completely new for the company.
• Vertical Extension : Vertical extension is defined as introducing a similar brand to the same
product category while being different in quality and price.
BENEFITS OF BRAND EXTENSION
• It is a way for companies to seek growth

• It creates economic benefits
• It reduces the cost of launching a new product
• It helps in gaining financial scale in the field of advertising
• It helps in achieving the efficiency of advertising
• It helps in expanding the parent brands’ and consumer base
• It helps in assisting in developing parent brand franchise.
MANAGING THE BRAND OVER TIME
• Due to the change in customers’ values

• Due to the change in customer priorities
• Due to changes in lifestyles
• New competitors enter the market
• The brand environment is constantly evolving
• Need to adapt
• Change in global scenario
• Need to re-establish brand values
• To create new relevance
• To redefine the traditional values

BRAND MANAGEMENT

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BRAND MANAGEMENT

UNIT 1 : PRODUCT MANAGMENT

• It is the bundle of utilities

REQUISITIES OF PRODUCT MANAGEMENT

• To identify target markets

TEACHERS’ ACADEMY DEGREE COLLEGE , BANGALORE Page 1

PRODUCT MANAGMENT OBJECTIVES

• To enhance market share

PRODUCT MANAGMENT FUNCTIONS

ENHANCING PRODUCT DEMAND

TEACHERS’ ACADEMY DEGREE COLLEGE , BANGALORE Page 2

ROLES OF PRODUCT MANAGER

• To ensure enhance product demand

TEACHERS’ ACADEMY DEGREE COLLEGE , BANGALORE Page 3

PRODUCT MANAGMENT ISSUES

PRODUCT LIFE CYLCE

3. Product Development: It is continuous process. The marketer needs to focus on improving

4. Branding: A brand name needs to be carefully managed. It is a valuable asset of the

6. Guarantees or Warranties: Guarantee provides a formal assurance, especially that certain

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The components that make up the product personality are as follows:

2. Associated Product Features : A product contains several associated features besides

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Benefits of the Label

• It is a piece of information of a product

5. Brand: A distinguishing symbol, mark, logo, name, word, sentence or a combination of

Unique Features of Brand

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1. Product Classification : Durability and Tangibility

2. Product Classification : Consumer Goods

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FEATURES OF PRODUCT DEVELOPMENT

• To create entirely new product

BENEFITS OF PRODUCT DEVELOPMENT

• It helps to create new business opportunities

FACTORS INFLUENCING DESIGN OF THE PRODUCT

• Customers Requirement: The product designers need to understand the requirements of

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• Infrastructure: The product design depends on the availability of infrastructure facilities

PRODUCT PLANNING PROCESS

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STEPS INVOLVED IN DEVELOPING PRODUCT STRATEGY

- Nature of the buying decision

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Marketing Segmentation Strategies

Product Management Strategies

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- Physical distribution and logistics

DEVELOPING PRODUCT STRATEGY

• Diversification Strategy: A product development diversification strategy takes a company

SIGNIFICANCES OF DEVELOPING PRODUCT STRATEGIES

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MARKET SEGMENTATION ANALYSIS

Advantages of Market Segmentation Analysis are :

• It helps the marketer to design a marketing mix

SETTING OBJECTIVES AND ALTERNATIVES

FACTORS FOR SETTING OBJECTIVES AND ALTERNATIVES

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PRODUCT LIFE CYCLE

STAGES OF PRODUCT LIFE CYCLE

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NEEDS OF CUSTOMER ANALYSIS

• To identify customer needs and wants

PROCESS OF CUSTOMER ANALYSIS