PRODUCTS ARE MANUFACTURED IN

THE FACTORY WHEREAS BRANDS ARE

MANUFACTURED IN THE MINDS OF
CONSUMER
 BRAND
A BRAND IS THE IDENTITY OF A SPECIFIC PRODUCT, SERVICE OR
BUSINESS.
THE WORD BRAND HAS CONTINUED TO EVOLVE TO ENCOMPASS
IDENTITY-IT AFFECTS THE PERSONALITY OF THE
PRODUCT,SERVICE OR BUSINESS.
A CONCEPT BRAND IS A BRAND WITH AN ABSTRACT CONCEPT
RATHER THAN A SPECIFIC PRODUCT, SERVICE OR BUSINESS. A
COMMODITY BRAND IS A BRAND ASSOCIATED WITH THE
COMMODITY
TYPES OF BRANDS
 BRAND MANAGEMENT
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 FRANCHISE AND
BRAND EQUITY.
BRAND MANAGEMENT NOT ONLY MEANS MANAGING THE BRAND
BUT IT ALSO MEANS MANAGING THE COMPANY IN TOTAL WAY
FOR CREATING MAKING AND KEEPING THE PROMISE.
 PRINCIPLES OF BRAND MANAGEMENT
A GOOD BRAND NAME SHOULD:-

Be protected under trademark law

Be easy to pronounce
Be easy to remember
Be easy to recognize
Be easy to know
Attract attention
Be attractive
Stand out among a group of other brands
 FUNCTIONS OF BRAND
(For consumers)

Identification of source of product,

 Symbolic device,
Signal of quality
Live up to consumer expectation.

(For Manufacturers)

Means of identification
Signal of quality level to satisfied customers
Source of financial returns
 BRAND DEVELOPMENT
WHAT IS BRAND DEVELOPMENT
 A plan to improve the performance of a
particular product or service. For example, as
part of brand development a firm may initiate a
new advertising campaign that includes free
samples.
 BRAND DEVELOPMENT IS A PROCESS TO
TRANSLATE A BUSINESS STRATEGY INTO A
BRAND STRATEGY .
 WHY IT IS IMPORTANT

What your brand is and how you build it directly

affects the way your business grows, and we know
that having a successful brand often leads to having
a successful company (as long as everything else
plays its part correctly of course). 
 BRAND DEVELOPMENT STAGES
 How do I position my brand to capture the greatest
market share?

 How is my brand perceived in the marketplace?

 Does my brand represent my product or service to

my target audience?

 Is my brand distinctive?
BRAND SHOULD BE RECOGNIZABLE

BRAND SHOULD BE MEMORABLE

IT SHOULD BE VIWED WITH FAVOUR

IT SHOULD BE DISTINCTIVE

IT SHOULD BE PREFERRED

MARKET SHOULD CONSUME IT AND BE SATISFIED

 BRAND
• Set of values, ideals, strengths and
weaknesses that become tied to a business.
• Inspires and influences customers.
 BRAND PROMOTION
• Strategy to increase customer loyalty, and
creating awareness of products and sales.
(Awareness -> try)
• Focus on promotion of brand instead of
product.( Reebok)
 PROMOTIONAL TECHNIQUES
• Advertising the products
• Organising events
• Conducting market surveys
• Sales promotion activities such as coupons,
price packs etc.
 IMPORTANCE OF BRAND PROMOTION

• Retain customers for longer time.

• Motivate the customers to think positively
about the company.
• Create customer loyalty.
BRAND PROMOTION STRATEGIES
What do you think of, when you think of a top
brand?
Quality ?
Reliability ?
Customer service ?
Or we think of -
LOGO

SLOGANS

PROMISES
 STRATEGIES
• Grab the audience and keep them until they
are fully aware of your existence.
• Don’t copy the competitors, be original.
• Word of mouth.
• Quality at decent price.
• Brand ambassadors.
 What is Brand Equity?

Role of brands.
Scope of brands.
Definition.
Brand equity as a bridge.
Brand equity models.
 Building Brand Equity
 Choosing Brand elements.
 Designing holistic marketing activities.
 Leveraging secondary associations.

Measuring Brand Equity

 Brand value chain.
 Brand valuation.
 Managing Brand Equity

 Brand Valuation.
 Brand Reinforcement.
 Brand Revitalisation.
Devising a Brand Strategy
 Brand Decision.
 Brand Extensions.
 Brand portfolios.
Customer Equity
PRESENTED BY:-

PAYAL CHOUDHARY
RAHUL SAHU
SHEETAL JAIN
DHARA PATALIA