4.3.

1 STRATEGIC BRAND MANAGEMENT

Module-II
Dr.M.Kethan
Dept. Of MBA
KIMS,Bengaluru
A brand is the most valuable real-estate in the world, a corner of the consumer's mind’
•.. A product is anything we can offer to
a market for attention, acquisition,
use, or consumption that might satisfy
a need or want.
• A product may be a physical good, a
service, a retail outlet, a person, an
organization, a place, or even an
idea.
A brand is therefore more than a
product, as it can have dimensions that
differentiate it in some way from other
products designed to satisfy the same
need.
Some brands create competitive
advantages with product performance;
other brands create competitive
advantages through non-product-
related means.
Brand Management
Brand management is a function of marketing that makes use of strategies and
techniques to analyze and plan how the brand is perceived in the market. It aims to
increase the overall perceived value of the brand in the long run and build a loyal
customer base through positive brand associations.
Brand Attributes
Brand Attributes are the core values that define the overall nature of the company
and represent the essence of the brand. They are the set of unique fundamentals and
characteristics that identify the physical, character, and personality traits of the
brand in the market and in the minds of the customers. They are on the similar lines
that allow us to consistently recognize the identity of an individual.
Attributes that a brand must possess:
 Relevance
 Consistency
 Proper Positioning
 Sustainable
 Credibility
 Inspiration
 Uniqueness
Relevance
It is very important for the brand to formulate an emotional connection with the existing as well as
the prospective customers to generate the higher amount sales and profits. And it can be attained
when the brand meets and exceeds the expectations of the customers by offering products and
services that meet their needs and demands with the objective of quality duly met. The brand
should be able to understand and solve the problems of the customers through its offerings of
products and services.
Consistency
The brand has to go through the various market cycles that involve the changing business
dynamics and the evolving taste of the customers amidst the growing and cutthroat competition,
and it is the attribute of consistency that is required that makes it one of the most sought-after
brands in the market. It is necessary that the brand is consistent with its product and service
offerings meeting the needs and demands of the customers on regular basis as then only the factor
of trust gets imbibed in their minds.
Proper Positioning
The marketing and branding teams of the company need to work upon the positioning of the brand that
the management and the promoters wish to set in the market and in the minds of the customers. The
decision needs to arrive on the fact that if the brand needs to showcased having an objective of offering
quality products and services, having affordable prices as compared to the competitors or as a luxury
and high-end brand. The brand positioning should be aligned with the offerings, nature, and the
objectives of the company and the creative aesthetics should be quite catchy and enticing.

Sustainable
Sustainability is yet another crucial Brand Attribute that a strong brand should possess as in order to
survive and thrive in the industry facing the competition from all quarters and the evolving preferences
of the customers, the brand needs to come up with the innovative ideas with regards the product and
service offerings along with the fresh and novel concepts on the front of marketing and promotional
tools.
Credibility 
The brand should be looked up to as a credible and trustworthy name in the industry by offering the
products and services that not only match the expectations of the customers but also set a new
yardstick in the market to match and follow. Also, it should offer the excellent levels of customer
service and overall experience at the point of sale plus the after sales services should also be best-in-
class to retain the customers and develop long-lasting and fruitful associations with them. Also, the
way the brand deals with its vendors, employees, stakeholders, and other business associates reflect
a lot about its credibility attribute.
Inspiration
The brand positioning, innovative technologies used in the offerings, and marketing and
promotional activities along with the other business operations and facets of the company should
work as a source of inspiration for its employees, stakeholders, customers, and contemporaries.
Uniqueness
The Brand Attribute of uniqueness is seldom seen in the brands as many of them offer inspired or
run-of-a-mill products or services but there are seldom brands that keep on coming with the unique
and novel offerings that make them curate a distinguished identity in the market and in the minds of
the customers.
Components of Branding

Brand identity
Brand image
Brand Character
Brand Culture
Brand Personality
Brand Soul
Brand identity
is how brand strategists want the brand to be perceived. It is a set of unique brand associations that
represent what the brand stands for. These associations imply a promise to customers from
organization members. Brand identity should help establish a relationship between the brand and
the customer by generating a value proposition.
Brand image
is a key component in the formation of a clear and recognizable brand identity in the market. Brand
image is related to how the brand is currently perceived by consumers. In other words what is the
reputation of the brand in the marketplace.
Brand character
is related to its internal constitution, how it is perceived in terms of integrity, trustworthiness and
honesty. This is also related with the promise of the brand to deliver the experience associated with
its name.
Brand culture
is about the system of values that surround a brand much like the cultural aspects of a people or a
country.
Brand personality
is the set of human characteristics that are associated with the brand. It includes such characteristics
as gender, age, socioeconomic class, as well as human personality traits such as warmth and
sentimentality.
Brand soul
represents the emotional elements and values of the brand. Essence should be part of a long term
positioning that does not change with every communication.
Importance of branding to consumers
The most powerful brands don't come from "marketing," but from great customer
experiences”
Product quality, consistency, creativity, performance, value, features, design, and style are the main
drivers of today’s conspicuous consumer.
Since consumers want to feel special and derive emotional value from everything they spend on.
Branding is one of the main platforms where this is made possible and no matter in what way companies
do it, it is never too good for the consumers and this makes it the driving force of corporate branding in
the race for excellence where brand value can change overnight if the consumer backlashes.
Importance of branding to organizations
“A company's brand is its definition in the world, the name that identifies it to itself and the marketplace

"Strong company reputations can contribute to the product being a safe choice”

Toyota might not use extraordinary approaches to branding itself. But, its investment in the most ethical
practices and culture reflects in the quality of the products and services. Academia on management and culture
praises the Toyota Production system (TPS) and regards it as one of the best management practices in current
times. Toyota, with a record earning of $120.9Bn has proved to be a self branded organization in its own
respects.
 Selecting Brand Names
A great brand name is not just something that looks cool on your business card or is fun to say.
And it isn’t great because you like it. It’s great because it communicates something to
customers.
The need for good brand names originates with customers, and customers will always want
convenient ways of identifying, remembering, discussing, and comparing brands. The right
name can be a brand’s most valuable asset, driving differentiation and speeding acceptance.”
What Makes a Good Brand Name?
There are plenty of theories and a few studies on what makes a good name. For example, a 2010
University of Alberta study found that consumers have a more positive reaction to brands with
repetitively structured names, such as Coca-Cola, Kit Kat, and Jelly Belly.
Steps to Find the Right Name
Step 1: Articulate Your Brand Heart
Step 2: Look at Your Differentiators
Step 3: Brainstorm
Step 4: Vet Your Brand Name
Step 5: Test, Test, Test
What is Brand Identity?
Brand Identity is the unique set of brand associations that the brand strategist aspires to create or maintain.
These associations represent what the brand stands for and imply a promise to customers for the organization
members.

What is The Kapferer Brand Identity Prism???????????????????????

Brand Identity Prism
 PHYSIQUE
• Is the set of the brand’s physical features, which are evoked in people’s minds when the brand name
is mentioned. Kapferer states that this aspect has to be considered in the basis of the brand.
 PERSONALITY
• Is the brand’s character. This can be realized by using a specific style of writing, using specific

design features or using specific colour schemes. Also a celebrity can be used to vitalize a
brand.
 CULTURE
• Is the system of values and basic principles on which a brand has to base its behaviour

(products and communication). Many associations in this area are linked to the country of origin;
McDonalds, appeals to American values, Mercedes-Benz to German values.
 Relationship
• The strength of the relationship between the brand and the
customer.

• It may represent beliefs and associations in the human

world. A brand can symbolize a certain relationship between
(eurib, 2016)
people.

• Relationship aspect requires a brand manager to express the

relationship his/her brand stands for.

Dominos gives free pizza to its customer if the

delivery time take more than 30 minutes.
 Reflection
• What does the brand represent in the customers mind or
rather the customer mind-set as reflected on the brand.

• Reflection (of the consumer) makes reference to the

stereotypical user of the brand and is the source for
identification.

• When thinking in terms of reflection, in the case of Coca-

Cola you could describe the consumer base as 15 to18 year
olds (with values such as fun, sporty and friendship), while
the actual target group of this brand is far broader.
 Self-image
• How does the customer see himself when compared to the brand.

• Self-image is kind of a mirror the target group holds up to itself.

Porsche driver who thinks others will think he is rich Apple users thinks that they are special because
because he can afford such a flash car it makes customers feel special.
 NIKE BRAND IDENTITY PRISM
 Sporty
 Product oriented  unique
 Comfortable
 Relates to
 Quality and wide
PHYSIQUE PERSONALITY motion and speed
range of choices
 Trendy
 athletic
 Comfort
CULTURE  Fitness
 Trustworthy RELATIONSHIP
 Modern
 You run your day, do
 Technological
not let it run you
 Sport oriented

SELF IMAGE
 Competitive REFLECTION  Athletic image
 Youth  Loyal towards the
 Energy brand
 Cool and trendy
 JAGUAR BRAND IDENTITY PRISM

 gradient shades of silver,  strength, speed and

grey metallic relentlessness
 roaring jaguar face PHYSIQUE PERSONALITY  Ambitious
 Iconic Design  Dynamic

 Trustworthy  Luxury
 Strong RELATIONSHIP CULTURE
 Modern
 Loyal  Status quo
 Reliable  Sophesticated

 Provocative
 Aggressive REFLECTION SELF IMAGE  Quality oriented
 Looking to be different  Exclusive
 Successful  Unique
 Modern  Prestigious
 Innovative
 Tech savvy
• Brand Identity Prism enables brand managers to assess the strengths and weaknesses of their

brand using the six aspects of this prism.

• It also helps to find the ways of creating the brand loyalty and financial value.
 Branding Challenges and Opportunities
1– Considering branding as an asset - The pressure on branding to deliver short-term financial gains tempt most of
the organisational decision makers to focus more on such measurable tactics. However, often this means by
neglecting the objectives of building assets like a brand.

2 – Bringing up breakthrough brand concepts - The need for excellent ideas and perfect execution is on a peak to bring a
brand vision to life.

3– Financial challenges - A sensible budget should be allocated to

branding, along with marketing, which is a significant consideration
to make.

In fact, when business finances come into the picture, many fail to
do budgeting efficiently.
 Brand Building
Opportunities
1– Define your persona - To create a better value proposition, it becomes essential for the sellers to
replicate your buyer persona perfectly. Understand the needs, behaviour, and goals of the target
group to convey the core brand values.

2– Having a strong internet presence, especially social media – Once if you build a social media branding
strategy, it is essential to be persistent and consistent regarding branding efforts to keep on top of the
competition.
3 – Blogging for branding - Along with social media, blogging is also an ideal branding strategy. A
blog not only to promote the products but to share information which the target group consumers
value. This approach will create situations over time, where the users search for you individually
based on the unique brand elements you have formed and stayed loyal.
4– Customer service as a priority - In fact, making customer service a key focus of brand
building and succeeding in it can unquestionably save money regarding advertising and
marketing.

Branding is more of a general word-of- mouth recognition among the potential consumers,
which will not fade quickly