ELEMENTS OF

BRAND
MANAGEMENT
BRAND DEVELOPMENT
PETER DOYLE

• Classified development of Brand Management in six areas:

• 1. Unbranded Goods
• 2. Brand as Reference or Awareness
• 3. Brand as a Bundle of Ideas, Thoughts and Images or Personality
• 4. Brand as an Icon or an Identity
• 5. Brand as a position
• 6. Brand as Policy
DBHCL

• Dr Batra’s Positive health Clinic Ltd.

ELEMENTS OF BRAND MANAGEMENT

• Brands constitute a highly valuable asset for a company.

• Modern concept of brand management emerged in 1980s.
• Companies became increasingly aware of the real economic value that could be derived from
strong brand
• There are seven elements of brand management which contribute to building strong brands.
7 BRAND ELEMENTS

• Brand Identity
• Brand Image
• Brand Personality
• Brand Communication
• Brand Awareness
• Brand Positioning
• Brand Equity
1. BRAND IDENTITY

• In his book “Building Strong Brands” written in 1996 Aaker expanded his original concept of
how the brand building process should be formulated by focussing on the concept of Brand
Identity.
• Brand Identity is reflected in its logos, symbols, slogans, mascots, signs, icons etc.
• According to this element a brand can be seen as a person, product, an organization and as a
symbol perspective.
• Aaker stressed the importance of taking a broader view of the brand by enhancing and
developing the concept of brand identity…
BRAND IDENTITY

• Include three main tasks:

• 1. The brand identity system
• 2. The brand identity implementation system
• 3. The strategic brand analysis
• It is the central concept to building a strong brand. It provides direction, purpose and meaning
for the brand and is consequently vital to the brand’s strategic vision.
DEFINING BRAND IDENTITY

• What is a person’s identity? As a person certain questions hold a lot of meaning for us.
• What I stand for?
• How do I want to be looked by others?
• What are my core strengths and core competencies?
• What is my personality?
• Such questions have a lot of importance to decide in which direction we have to move in life?
AAKER

• Brand identity is a unique set of associations that the brand strategists aspires to create and
maintain.
• These associations represent what the brand stands for and imply a promise to customers from
the organization members.
MODELS OF BRAND IDENTITY

• Four perspectives from which a brand identity can be seen:

• Brand as Product
• Brand as Organization
• Brand as Person
• Brand as Symbol Perspectives
2. AAKER’S PERSPECTIVE
BRAND IMAGE
• Brand image resides not so much in the product itself but in the collective eyes of the
beholders.
• They are indeed imagined benefits.
• They also reflect expectations, beliefs and attitudes that surround a brand.
• Brand Image (Kotler, 1988) is a set of associations usually organized in some meaningful way
• Complete transformation process from functional product to immortal product.
KAPFERER’S MODEL OF BRAND IMAGE

• Kapferer defines Brand Image as the customer’s perception of Brand Identity

• Company------Brand identity----------Brand Communication----------Brand Image-----
Consumer
• Generally brand marketers believe that a good brand should have the same brand identity
that the company establishes.
• The difference between the Brand identity and Image is called Brand Gap.
• A brand Gap adds to bad branding.
ROLE OF METAPHORS IN DELIVERING
BRAND IMAGE
• Brand Image resides in the mind of the customer. He can perceive it in two ways:
• 1. metaphorical
• 2. Non metaphorical
• A metaphorical image resides in the customers mind in the form of metaphors.
• Alto is hot
• Rin is white
• Non metaphorical image can be in the form of Quality, Delivery, After Sales Service etc.
• This non metaphorical Brand Image is called as Brand Association.
• A Brand Association is anything linked in the memory to a brand.
BRAND IMAGE

• Brand awareness is the anchor to which all brand associations are attached.
• Brand associations create value by creating attitudes and feelings towards a brand.
• Eg Dabur, Bisleri,Tata, Reid and Taylor
BRAND PERSONALITY

• To differentiate their brands marketers focus on incorporating emotional values into their brands
portraying this through the metaphor of brand personality.
• They select brands consonant with the emotional values of the brand and the target consumers
lifestyle
• Brand personality can be defined in simple terms as What will happen if the brand becomes a person?
• The personification of identity requires the blending of human psychological attributes into brand
related attributes.
• The outcome is in the form of a metaphor or symbol or sound which connects and develops a
relationship with customers.
BRAND PERSONALITY

• Reliance has used growth is life as a very strong metaphor

• Tata has used subtle elements like honesty for development of the personality of its corporate
brand identity.
• Amul has used the girl symbol for cheerfulness, friendliness and naughty humor.
BRAND PERSONALITY

• Organizations and institutions are trying to find out the right code for personification.
• It varies in terms of the right brand ambassador, metphors, symbols, customs, religion etc.
• Sometimes a brand name itself signifies a personality.
• Eg Mahindra Scorpio, Royal Enfield, Bullet, Clean and Clear Facewash, Hero Honda
Splendor,Puma
4. BRAND COMMUNICATION

• Process by which a company projects not only product features and attributes but also the
emotional aspect of the product or services to the customers.
• Effectiveness of brand communication is based on identification of the right communication
mix, media planning and the right impact on the consumer.
• Brand communication starts from product packaging and ends at the point of purchase at the
retail counter.
• Communication is a conscious effort by the company to create a bond with the customer.
BRAND COMMUNICATION

• Six important tools of brand communication are :

• Advertising
• Events and Campaigns
• Sales Promotion
• Direct Marketing
• Publicity and public Relations
• Viral Marketing
5 BRAND AWARENESS

• It is the measure of the effectiveness of brand communication.

• Hoe familiar the consumer is with the identity, brand personality or various attributes of the
brand. Three factors determine the overall awareness of the brand:
• Brand Recognition
• Top of the mind awareness
• Brand Recall
BRAND POSITIONING

• It is a concept that has changed the picture of advertising.

• Positioning is not what you do to a product , it is what you do to the mind of the consumer.
• It is the rule book for mind games that a brand or producer can play to keep his product ahead
of others in the consumers mind and hence in market.
• Brand positioning is defined as the distinct space a brand creates in the consumers mind.
• Positioning necessarily occurs in the consumer’s mind and hence should affect his top of mind
recall in purchasing decision.
WHY DO WE NEED POSITIONING?

• Too many advertisements and hence too much marketing noise.

• A distinct hidden desire, a distinct solution to a problem, a distinct answer to some doubt etc
so that at the point of purchase the consumer has to assimilate just one name as the brands
have now been positioned in his mind.
• The brand identity of a brand when communicated through brand personality via of brand
communication constructs a brand image in the consumer’s mind which helps him in brand
positioning and hence make choices at the point of purchase.
BRAND POSITIONING

• The consumer often goes to the top brand of each ladder for purchasing decisions.
• To sell a marketer has to dislodge a brand above it on the ladder. This is indeed very difficult.
CASE

• Alpenliebe
ALPENLIEBE AS A BRAND

• The confectionery market in India is valued at $1.5 billion, growing at a two-year

CAGR of 9%, as per Nielsen India.
• Various reports suggest that India is the fastest growing confectionery market among
the BRIC countries. Indian consumers look for the most fun and enjoyable products.
• The market is dominated by PVMI, Cadbury’s, Candico, Amul Looto, HUL,Ravelgon,
Nestle, Wrigley’s etc. with products like sugar boiled confectionery, Jellies to premium
chocolates…
BRAND EQUITY

• It is the value that a brand generates to the product

• Brand Equity is the differential effect of brand knowledge on consumer responses to the
marketing of brands
• Brand equity stems from the greater confidence that consumers place in a brand than they do in
its competitors. This confidence translates into consumer loyaltyand their willingness to pay a
premium price for the brand..
THANK YOU