GOODAFTERNOON

TO
EVERYONE
 PRESENTATION
ON
BRAND MANAGEMENT
By: Vikram Pal
BRANDING DECISIONS
The
The brand
brand decision
decision consists
consists of
of six
six level
level of
of decision
decision making
making

Brand
Brand or
or Brand
Brand Brand
Brand Brand
Brand Brand
Brand Brand
Brand
not
not to
to label
label symbol
symbol philosoph
philosoph strategy
strategy market
market
brand
brand decision
decision decision
decision y
y decision
decision decision
decision decision
decision
1. BRAND OR NOT TO BRAND
 The first branding decision is whether to develop a
brand name for a product or sell an unbranded
product.
 Unbranded product is considered as a commodities
and have nothing substantial to different them
from competing products in the market.

Example: pulses, wheat flour, locally packed snacks

etc., which comes in the plain, transparent plastic
packs are all unbranded products.
 2. BRAND LABEL DECISIONS
 It is the process of deciding whether the product will
be a producers brand, a retailer’s brand or a licensed brand.

1. Producers brand: It is also known as national brand and

sold under manufactures own lable.
Example: Coca-Cola, Opel corsa are producer brands

2. Retailer’s brand: It is also known as private label, store

brand or distributers brand. These are sold under the
retailers label and not under the name of manufacturer.
Example: Shoppers stop has Stop, life and Kashish as its
private labels
CONT……
3. Licensed brand: These are those brand where the
franchisee (licencee) has the right to use the brand name
as long as the they pay the fee and conform the rule of
the licensor.
Example: McDonald, Disney etc. are licenced brand
3. BRAND SYMBOLE DECISION
 It is the process of selection of an appropriate brand
name, logo etc.

 Element of comprising brand symbol: different types of

aspects used for brand symbol are:
1. Graphical design or logo.
2. Type face(the way of writing).
3. Colour used.
4. Sound( Tunes used).
4. BRAND PHILOSOPHY DECISION

 There are mainly four type of philosophy are used by the

firm’s, these are as:

i. Individual branding.
ii. Blanket family branding.
iii. Separate family branding.
iv. Hybrid branding.
CONT……
i. Individual branding: Companies often use different
brand names for different quality lines within the same
product class .its major advantage is that the company
does not tie its reputation to the products .If the
product fails, the company’s image or name is not hurt.

Example: P&G has many individual brands like Vicks,

Head and Shoulders, Huggies etc.

ii. Blanket family branding: In this philosophy companies

use the same name for all the products. The major
benefit of this is cost saving.

Example: Godrej, Tata, Amul

CONT……
iii. Separate family branding: In this system a separate
brand name for each line(one for each category) is used.

Example: HUL’s tea business is sold under Brooke Bond

name, while cosmetics are sold under Lakme and
condiment’s are sold under Kissan Brand.

iv. Hybrid branding: In this the branding company’s

product carry the corporate brand name together with
individual brand name.

Example: Britannia uses its company name together with

the brand name of product such as Britannia Gooday.
5. BRANDING STRATEGY DECISION
 The process of branding include two major
strategic decision that the company has to
take, these are whether to create a stand
alone or co-brand and to have a single brand
in the product category or multiple brands.
 Co-branding: it is also known as dual
branding, it occurs when two or more brands
are appear together
TYPES OF CO-BRANDING

Co-branding is of four major type.

 Intergradient co-branding
 Same company co-branding
 Joint venture/post merger co-branding

 Multiple-sponsor co-branding
 1. Intergradient co-branding: when a brand advertises
that it has used ingredients or components made by
the another brand it is known as intergradient co-
branding.

Example: Maruti using J.K. tyres.

 2. Same company co-branding: when a company link

their product brand with other.

Example: Mostly cosmetic companies link there products

brand with each others
CONT….
 3. Joint venture/post merger co-branding: This include
brands that carry two or more brand names due to
merger or acquisition.

Example: Maruti and Suzuki

 4. Multiple-sponsor co-branding: when the product has

more then one sponsor .

Example: Jet Air ways Citi Bank Card.

MULTIPLE BRANDING

 This strategy refers to the practices of a

company having many brands in a single
product category.

Example: Tata has Titan, Sonata ,Edge and

Raga brands of watches.
6. BRAND MARKET DECISION
 These are those decisions which are related
the sale of brand in a particular market. It
includes two types of decisions:
1.Local/National brand
2.Global brand
1. local/National brand: A local brand is that
which caters the market in a limited
geographical area, at the most a country.
CONT….
2. Global brand: In case of global brand the
company uses same brand name, quality,
advertising and brand image in all the
markets that it operates.
Example: Coca-Cola, IBM, Nokia etc.
SELECTING A BRAND NAME
 Having the right brand name can be as
important as having the right product.
 Process of selecting brand name:

1. The company should identifies the objective

for brand name. it should be based product,
its benefits and target market.
2. Generation of the list of potential brand
name
CONT….

3. Screening of the available names.

4. Getting consumer reaction about the
screened names.
5.Search for the trademark to ensure that each
screened name can be legally registered.
6. Selection of the surviving names as the final
name for the product.
BRAND EXTENSION

Recognizing that one of their valuable assets is

their brands, many firms have decided to leverage
that asset by introducing a host of new products
under some of their strongest brand names. Most
new products are in fact line extensions.

ADVANTAGES:
1. NEW PRODUCT SUCCESS
a) Brand extensions improve the odds of new product
success in a no. of ways.
b) Extensions reduces risk
CONT…
c) It is easier to convince retailers to stock & promote a
brand extension
d) reduced cost of introductory launch campaign
e) it can also avoid the difficulty & expense of coming
up with a new name
2. POSITIVE FEEDBACK EFFECTS
a) provide feedback benefits
b) help to clarify the meaning of brand &
its core brand values or improve consumer
perceptions of company.
CONTT…
DISADVANTAGES:
a) brand dilution occurs
b) Extensions may confuse & even frustrate
consumers
c) Extensions not only, does it fail, but it harms the
parent brand
d) By introducing a new product as a brand
extensions, the firm foregoes the chance to create a
new brand with its own unique image& equity
MULTIPLE BRANDING
 It is the strategy of developing two or more
brands in the same product category.

Example: Kelvinator produces four main

brands of refrigerators- Kelvinator, Leonard,
Gem, Tropicana.
REASONS FOR ADOPTING MULTIPLE BRANDING

1. No single brand can develop a market on its

own.
2. Multiple brand allow for the best market
coverage.
3. It helps in minimizing the risk of price
competition between retailers selling the
same product.
4. It helps in avoiding the dilution of the
strength of the company’s main brand.