BRAND MANAGEMENT

PRESENTED BY:
CHANDAN KUMAR
 BRAND
Is a name, sign, symbol, slogan or anything that is used to
identify and distinguish a specific product, service, or
business.
 BRANDMANAGEMENT
BRAND MANAGEMENT

Is the application of marketing techniques to a specific product ,

product line , or brand . It seeks to increase a product's perceived
value to the customer and thereby increase brand equity.
 BRAND ARCHITECTURE

 Is the structure of brands within an

organizational
entity. It is the way in which the brands within a
company’s portfolio are related to, and
differentiated
from, one another.

• The architecture should define the different

leagues
of branding within the organization;
 BRAND EQUITY
 It refers to the marketing effects and outcomes that accrue to a
product
with its brand name compared with those that would accrue if the
same
product did not have the brand name. Because of the well known
brand
name the company sometime charge premium prices from the
consumer .

• And, at the root of these marketing effects is consumers '

knowledge.

Ex:
changing market share, profit margins, consumer recognition of logos and other
 BRAND PERSONALITY

Brand personality is the way a brand speaks and behaves. It

means assigning human personality traits/characteristics to a
brand so as to achieve differentiation.
 BRAND IMAGE

• A brand is unlikely to have one brand image, but

several, though one or two may predominate.

• The key in brand image research is to identify or

develop the most powerful images and reinforce them
through subsequent brand communications.

• It is based on the proposition that consumers buy not

only a product (commodity), but also the image
associations of the product.
• Good brand images are instantly evoked, are positive,
and are almost always unique among competitive
brands.

• Brand image can be reinforced by brand

communications such as packaging, advertising,
promotion, customer service, word-of-mouth and other
aspects of the brand experience.
 BRAND IDENTITY

• It is how an organization seeks to identify

itself. It represents how an organization
wants to be perceived in the market.

• An organization communicates its identity to

the consumers through its branding and
marketing strategies.
• A brand is unique due to its identity. Brand
identity includes following elements - Brand
vision, brand culture, positioning, personality,
relationships, and presentations.

• Brand identity is a bundle of mental and

functional associations with the brand.

• Associations are not “reasons-to-buy” but

provide familiarity and differentiation that’s not
replicable getting it.
 BRAND EXTENSION

• Brand extension or brand stretching is a

marketing strategy in which a firm marketing a
product with a well-developed image uses the
same brand name in a different product category.

• The new product is called a spin-off. Organizations

use this strategy to increase and leverage brand
equity (definition: the net worth and long-term
sustainability just from the renowned name).
 PRODUCT EXTENSION

• Product extensions are versions of the same

parent product that serve a segment of the target
market and increase the variety of an offering.

• This tactic is undertaken due to the brand loyalty

and brand awareness, consumers are more likely
to buy a new product that has a tried and trusted
brand name on it.

• This means the market is catered for as they are

receiving a product from a brand they trust.
 LINE EXTENSION

• It basically fills a shelf with products that are

variations on the same brand in the same
category.

• It is a relatively low risk way to increase the

potential for sales by increasing the number of
options within the same brand family.
 BRAND PORTFOLIO

• The range of brands held by a single company. Assembling

a portfolio of brands with significant diversification can
reduce risk by amortizing exposure.
 BRAND LOYALTY

• Brand loyalty, in marketing, consists of a

consumer's commitment to repurchase;

• Otherwise continue using the brand and can be

demonstrated by repeated buying of a product or
service ;or

• Other positive behaviors such as word of mouth

advocacy.
 BRAND POSITIONING

It is about building the image of a brand.

• It is about how a brand is going to be perceived in the market

by the targeted customers.

According to Kotler
“ The act of designing the company’s offering; an image to
occupy a distinct place in the
mind of the target market.”
 PRODUCT & BRAND RELATIONSHIP
•In marketing, product is anything that can be
offered to the market that may satisfy the
need, want, and demand of a certain
individual or market. It is also called as goods
or service.

• Product is more than just a material object. It

is also an inclusive package of benefits or
satisfactions that the consumer or buyer may
achieve upon purchase or usage.

• A product is the total amount of all physical,

psychological, symbolic, and service
attributes.
 Contd…………
•On the other hand, brand is a symbolic manifestation of
all the information connected with a company, product,
or service.

• A brand is typically composed of a name, logo, and other

visual elements such as images, colors, and icons. It is
believe that a brand puts an impression to the consumer
on what to expect to the product or service being offered.

• In other application, brand may be referred as a

trademark, which is legally an appropriate term.

• In summary, a 'brand' is a symbol of a product (Coca-

Cola), even an individual (Michael Jordan) to identify
what it is.
ANY QUERIES ?