Marketing Management

BRAND
MANAGEMENT
Definition of Brand
 What is Brand ?

The brand is “a name, term, sign, symbol,

design, or a combination of them intended
to differentiate one product from those of
the competitors”.
 Definition of Brand Management
Brand Management is the application of
marketing techniques to a specific
product, product line, or form of
product.
 Brand Management
It seeks to increase the product's perceived
value to the customer and thereby increase
brand permit and brand equity.

The value of the brand is determined by the

amount of profit it generates for the
manufacturer. This results from a
combination of increased sales and increased
price.
 What is Brand Equity ???

The commercial value that derives from

consumer perception of the brand name
of a particular product or service,
rather than from the product or service
itself.
Brand Equity Model (Keller)

It is the value of a brand that is expressed in

financial, strategic and management advantages
and benefits for the firm that owns the brand.

In 1993, the American Professor of Marketing,

Kevin Lane Keller, developed the Brand Equity
Model, which is also known as the Customer
Based Brand Equity model of CBBE model.
THE PROBLEM WITH THE PSYCHOLOGY OF
COLOR IN MARKETING AND BRANDING

There have been myriad attempts to classify how

people react to different individual colors:
Characteristics of Branding
1. It is a process of creating a unique identity for
a product.
2. It creates memorability (easy to remember)
3. It establishes preferences, habits & loyalties.
4. It is equated as recalling brand name.
How to differentiate the brand from
many others in the market?
Good brand name
should be ???
1. Be legally protectable
2. Be easy to Pronounce
3. Be easy to Remember
4. Be easy to Recognize
5. Attract Attention
6. Suggest product Benefits (e.g.:
Easy-Off) or suggest usage
7. Suggest the company or product Image
8. Distinguish the product's Positioning
relative to the competition
BRAND EVALUATING
When we evaluate a brand we try to do so
by evaluating their attributes or features,
this is done for two reasons:

a) Problem of what features brand has?

b) How to interpret (understand) features?

By perceiving a product or service:

A product or service can be perceived
through “overlay of frame of reference”
but this is possible only through
experience.
 BRAND REMINDERS

• Ads emphasize the salience of Brand in mind.

• Information has to be first stored in mind.