Brand Management

(Introduction of Brand Management)

Presented By :Hemant B Patil

What is a brand?

A brand is a name, term, sign,

symbol, design or a combination
of the above to identify the
goods or service of a seller and
differentiate it from the rest of the
competitors
A brand comprises of
 Tangible attributes
 Intangible attributes
Tangibles
Eg.
 Product

 Packaging

 Labeling

 Functional benefits
Intangibles
Eg.
 Quality

 Emotional benefits

 Values

 Culture

 Image
Can u know which is the most
valuable brand in the world?
 The World's Most Valuable Brands

BRAND RANK VALUE COUNTRY

Google 1 $44.29 billion US

Microsoft 2 $42.80 billion US
Wal-Mart 3 $36.22 billion US
IBM 4 $36.15 billion US
Vodafone 5 $30.67 billion UK
 Brand Name Desireabilities
 Suggests something about the
products/services benefits.
 Suggests something about the
products/services qualities.
 Easy to pronounce, recognize, and
remember.
 Not carry poor meanings in other
languages.
 A Brand is More Than a Product
BRAND Brand
Organizational Personality
Associations
PRODUCT Symbols
Country of Scope
Origin Attributes
Quality
User Imagery Brand-Customer
Uses
Relationships
Self-Expressive Emotional
Benefits Benefits
Brand Identity

It is the marketer’s promise to

give a set of features, benefits
and services consistently
Brand Building

Involves all the activities that are

necessary to nurture a brand
into a healthy cash flow stream
after launch
How does one build brands?
 Distinguishing it from others – value
proposition
 Brand promise must match brand
delivery
Creating the brand
 Choosing a brand name
 Develop rich associations and promises
 Managing customer brand contact to
meet and exceed expectations
Considerations in choosing a
brand name
 What does the brand name mean?
 What associations / performance /
expectations does it evoke ?
 What degree of preference does it
create?
A brand name should indicate
 Product benefits  Product category
 Product quality  Distinctiveness
 Names easy to  Should not indicate
remember, poor meanings in
recognise, other markets or
pronounce languages
Brand Associations
 ‘owned word’
 Slogans
 Colours
 Symbols and logos
 Why is it Hard to Build Brands?
1. Pressure to
8. Short-Term compete on price
2. Proliferation
Pressures of Competitors

7. Pressure to 3. Fragmenting
Invest Elsewhere Building
Markets &
Brands
Media

6. Bias Against 4. Complex

Information Brand Strategies
5. Bias Towards & Relationships
Changing
Strategies
Brand ambassadors
 Giving a face and personality to the
brand that is expected to be rubbed off
from the brand ambassador
Brand Vitality
 Differentiation in consumer’s need
 Differentiation relevant to consumer’s
need
Brand Pitfalls
 Brand experience must match brand
image
 Calls for managing every brand contact
Conclusion
From the above presentation one can
conclude that for creating good brand in
the market we must avoid the Brand
Pitfall.
Thank You