Brand Management

Module-1
IMT Nagpur

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 What do businesses want

• ROI
• Stand out from competitors
• Capture customers undivided attention

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• The best brands get
recognised without
name or logo also
• Tone
• Experience
• Colours
• Shapes
• Emotions

• Undeniably instantly
recognisable

3
• Brands have to be crystal clear on what they stand for
• Consumers demand authenticity & values that they can identify with

• Jeff Bezos : “Your brand is what other people say about you when you
are not in the room”
• Brand is a combo of REPUTATION & PERCEPTION

4
 Who thinks matters!

• Your brand is what people say about you – NOT

what you think or say!!
• It’s what they take away & what they believe

5
Connection with audience

• A powerful brand forges a personal, intangible connection with

audience, often going beyond the product offering

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• Soap – a bathroom staple
• Dove – it’s not a soap; soap’s dehydrate

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• Being different is not about ‘FEATURES’
• It is about ‘BENEFITS’

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• Identifier >>> Experience

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Brand & Brand Strategy
Brand
• Your customer’s feelings about
your product, service or
company
• Intangible, yet incredibly
powerful
• Emotional connect with your
customer
• Shaped by name, logo, visuals,
verbals, & experiences
Brand Strategy
• Big picture plan of tactics
deployed by organisation to
create long term brand equity &
competitive advantages from
branding
• How to actively influence how
people perceive your brand
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Brand is not just about ‘Brand’

• Everything you do inside your business can affect your brand –

positively or negatively

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An effective brand strategy…

…..helps cultivate a strong brand

• Defines who you are (as a business)

• Focuses on long-term business goals
• Sets benchmark to measure progress

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An effective brand strategy….

• Helps articulate & communicate core values

• Helps identify weaknesses in brand experience
• Helps exploit ‘Aha’ moments
• Creates accountability
• Achieve sharp focus in marketing activities
• Increases company valuation & profitability
• Gets everyone in the company on the same page
• Helps consumers in their purchase journey

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Roles that brands play

Consumers Manufacturers
• Identification of source of product • Means of identification to simplify
• Assignment of responsibility to handling or tracing
product maker • Means of legally protecting unique
• Risk reducer features
• Search cost reducer • Signal of quality level to satisfied
customers
• Promise, bond, or pact with maker
of product • Means of endowing products with
unique associations
• Symbolic device
• Source of competitive advantage
• Signal of quality
• Source of financial returns

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Brand Vs Products

• A product is anything we can offer to a market for attention,

acquisition, use, or consumption:
• That might satisfy a need or want
• Physical good like a cereal, tennis racquet, or car
• A brand is more than a product since it can have dimensions that
differentiate it from other products

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5 Levels of a product

One can create competitive advantage

thru:
• Innovation / superior product
performance
• Non-product related means (Coke,
Royal Enfield) by creating relevant
imagery around the product
• Intangible image associations

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Brand Vs Products

• Differences between a product and a brand may be:

• Rational and tangible:
• Related to product performance of the brand
• Or may be more symbolic, emotional, and intangible:
• Related to what the brand represents

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Brands as Symbolic Devices

• Brands can serve as symbolic

devices
• Allow consumers to project their self
image
• Reflect values & traits, communicate
their personality

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Value creators for Company

• Marketers can create Company Brand Value (in Total Value (in Brand Value as a
$ billions) $ billions) Percentage of
value that translate Overall Value

to financial profits Apple 184.1 (322) 868.88* 21%

Google 141.7 (165) 729.1* 19%
• By creating
Microsoft 79.9 (166) 659.9* 12%
perceived Coca-Cola 69.7 195.5 36%
differences among Amazon 64.7 (200) 563.5* 11%
products thru Samsung 56.2 (62) 300 19%
branding & creating Toyota 50.3 188.2 27%
loyal consumers Facebook 48.2 420.8 11%
Mercedes 47.8 79.3 60%
IBM 46.8 142 33%

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What can be branded?

Nature of Product / Service Branding

Physical goods B2C - Dove, Patanjali, Maruti, Mahindra, Samsung
B2B – Caterpillar, FedEx, Vedanta, Volvo Trucks. Branding helps in creating
selling opportunities; build profitable relationships; provide reassurance &
clarity to customers
Hitech products – Hilti Tools, Siemens. Branding helps create strong
differentiators
Services B2C & B2B – Vistara, Taj Hotels, Amex, HDFC. Less tangible – people centric
Branding is a very powerful competitive weapon
Helps build credibility; trust; expertise; long-term relationships. Individual
employee brand plays a critical role

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What can be branded?
Nature of Product / Service
Retailers & Distributors
Digital brands
People & Organisation
Branding
Create own brands
Branding helps in creating consumer interest, patronage & loyalty
Google, Facebook, Twitter, Flipkart, OLX, Ola, Netflix, Airbnb
Create what is important for consumer – convenience, price, variety
Customer service and credibility are strong determinants of brand strength
UNICEF, Amitabh Bachchan, politicians
Compete for public approval & acceptance.
Have to convey strong & desirable image
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What can be branded?
Nature of Product / Service
Sports, Art & Entertainment
Geographic locations
Ideas & causes
Branding
IPL, Jehangir Art Gallery, Sothebys, Wimbledon
Licensing, merchandising – Sports
Movies-franchise/sequels. Viewers know what to expect. Harry Potter,
Bahubali
Cities, states, countries, regions
Create awareness & favourable image
Kerala-God’s Own Country; Malaysia-Truly Asia
Bill & Melinda Gates Foundation; WWF;
Branding attracts contributors & volunteers; government support; etc
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Branding Challenges & Opportunities

• Unparalleled access to information and new technologies

• Downward pressure on prices
• Ubiquitous connectivity and the consumer backlash
• Sharing information and goods
• Unexpected sources of competition
• Disintermediation and reintermediation
• Alternative sources of information about product quality
• Winner-takes-all markets
• Media transformation
• The importance of customer-centricity

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Strategic Brand Management Process

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