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    Brand Management

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    Thivanya Padayachee
    This document provides an overview of key concepts in brand management including brands, branding, brand image, brand positioning, and brand architecture. It discusses that a brand represents a company's competitive identity and story. Branding creates an emotional connection with consumers through consistency. Brand image influences perceptions of quality and is built through elements like physique, personality, culture, and relationships. Brand positioning involves identifying key attributes and a brand's category of membership. Brand architecture organizes a portfolio of brands through relationships using structures like monolithic, dualithic, and mult lithic. Brand equity represents brand assets and liabilities that create differentiation effects. The brand value chain guides how brands create value through awareness, associations, perceived quality, loyalty, and proprietary

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    Brand Management

    Uploaded by

    Thivanya Padayachee
    5 views17 pages
    This document provides an overview of key concepts in brand management including brands, branding, brand image, brand positioning, and brand architecture. It discusses that a brand represents a company's competitive identity and story. Branding creates an emotional connection with consumers through consistency. Brand image influences perceptions of quality and is built through elements like physique, personality, culture, and relationships. Brand positioning involves identifying key attributes and a brand's category of membership. Brand architecture organizes a portfolio of brands through relationships using structures like monolithic, dualithic, and mult lithic. Brand equity represents brand assets and liabilities that create differentiation effects. The brand value chain guides how brands create value through awareness, associations, perceived quality, loyalty, and proprietary

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    This document provides an overview of key concepts in brand management including brands, branding, brand image, brand positioning, and brand architecture. It discusses that a brand represents a company's competitive identity and story. Branding creates an emotional connection with consumers through consistency. Brand image influences perceptions of quality and is built through elements like physique, personality, culture, and relationships. Brand positioning involves identifying key attributes and a brand's category of membership. Brand architecture organizes a portfolio of brands through relationships using structures like monolithic, dualithic, and mult lithic. Brand equity represents brand assets and liabilities that create differentiation effects. The brand value chain guides how brands create value through awareness, associations, perceived quality, loyalty, and proprietary

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    5 views17 pages

    Brand Management

    Uploaded by

    Thivanya Padayachee
    This document provides an overview of key concepts in brand management including brands, branding, brand image, brand positioning, and brand architecture. It discusses that a brand represents a company's competitive identity and story. Branding creates an emotional connection with consumers through consistency. Brand image influences perceptions of quality and is built through elements like physique, personality, culture, and relationships. Brand positioning involves identifying key attributes and a brand's category of membership. Brand architecture organizes a portfolio of brands through relationships using structures like monolithic, dualithic, and mult lithic. Brand equity represents brand assets and liabilities that create differentiation effects. The brand value chain guides how brands create value through awareness, associations, perceived quality, loyalty, and proprietary

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    of 17

    BRAND

    MANAGEMENT
    (MNM3710)
    LESSON 1: UNDERSTANDING BRANDS AND BRANDING

    BRAND
    - Competitive identity and story
    - What the company stands for
    - Customer experience

    • INTRINSIC (internal, attributes such as the ingredients) AND EXTRINSIC (external – price, brand name, packaging)
    ATTRIBUTES OF A BRAND

    WHAT IS BRANDING: THE STORY THAT A BRAND CREATES IN THE MINDS OF CONSUMERS (NIKE:
    empowerment, expanding human potential)
    • BRANDING creates an emotional connection and builds relationships (consistency)

    The goal is to position a brand

    • HISTORY OF BRANDING: from livestock


    TYPES OF BRANDS:
    - GENERIC: (NO NAME; BRANDED VS GENERIC -
    MEDICINE)
    - MANUFACTURER: (APPLE; SAMSUNG) – PRODUCED
    BY OWNER AND MARKETS THE BRAND
    - DISTRIBUTOR (PRIVATE): STORE BRANDS (PNP)
    - ONLINE BRANDS: (SUPERBALIST, TAKE-A-LOT)
    BENEFITS OF BRANDS AS STRATEGIC ASSETS:
    • Consumer acceptance
    • Sustained profits
    • Confidence in the future
    BRAND ELEMENT (LOGO, NAME,
    SLOGAN/TAGLINE & COLOUR)
    CRITERIA FOR CHOOSING BRAND THEMES IN BRAND ELEMENTS:
    ELEMENTS: • Legal instrument
    • Memorable (recognize or recall) • Mark
    • Meaningful (nature of the product) • Risk reduction
    • Likeability (Appeal) • Organization
    • Transferable (Globally – colour) • Identity
    • Adaptable (Consumer preferences) • Personality
    • Protectable (Legal) • Added value
    Product versus Brand: Physical vs Identity
    LESSON 2: BRAND IMAGE AND BRAND
    POSITIONING
    BRAND IMAGE: (Influences Building brand image (Brand identity
    perceptions – by quality) Prism)

    • Perceptions use brand elements and • Physique (visible external elements)

    association • Personality (brand character)

    Importance: • Culture (values and principles)

    • Impression • Relationship (crucial)


    • Reflection (attributes or beliefs of target)
    • Recognition
    • Self-image (how the brand makes you feel)
    • Credibility and equity
    NIKE
    BRAND
    IDENTITY
    PRISM
    BRAND POSITIONING

    BRAND POSITIONING: (imaging in the Positioning steps:

    mind of consumers) • Identify and analyse competitors


    • Identify key determining attributes (features – shape or
    Positioning considerations: design)

    • Target market (quality, price) • Gather info on Key Determining Attributes (found out from
    consumers – through competition)
    • Category of membership (health-conscious,
    • Evaluate the current position of brands (perceptual map;
    high-income earners) value curve)

    • Points-of-parity (associations shared with • Determine the consumer’s preferred combo of attributes

    other brands) and Points-of-difference • Possible positions (Luxurious, inclusive like Bathu)

    (Unique attributes of a brand) • Create positioning statement


    PERCEPTUAL
    MAP AND
    VALUE CURVE
    OF DUTCHBROS
    VALUE
    CURVE
    LESSON 3: BRAND
    ARCHITECTURE

    WHAT IS IT: ORGANISED, DELIBERATE, STRUCTURE OF PORTFOLIO OF


    BRANDS (RELATIONSHIPS)
    IMPORTANCE AND BENEFITS OF BRAND
    ARCHITECTURE
    IMPORTANCE AND BENEFITS
    • Target specific consumer segment
    • Naming, messaging and positioning
    • Increase flexibility
    • Ensure synergy between products and
    divisions
    • Improve awareness of company
    offerings
    BRAND ARCHITECTURE SPECTRUM
    ( ALLOWS FOR GROWTH AND BUILDING OF BRAND
    PORTFOLIOS)

    SPECTRUM P&G CASE


    • MONOLITHIC
    • DUALITHIC (Hybrid structure)

    - Dualithic endorsed
    - Dualithic sub-brand
    • MULTILITHIC (Group of stand-alone
    brands)
    BRAND
    ARCHITECTUR
    E
    CONTINUES…..
    LESSON 4: BRAND EQUITY AND BRAND VALUE
    CHAIN

    BRAND EQUITY: - SET OF BRAND ASSETS AND LIABILITIES (NAME OR LOGO)


    - DIFFERENTIATION EFFECTS

    BRAND VALUE CHAIN: - GUIDES THE PROCESS OF HOW A BRAND CREATES VALUE
    CONSUMER-BASED BRAND EQUITY

    BRAND AWARENESS: - recognition (differentiate) and recall (competing brands; facilitated by positive
    experience)

    BRAND ASSOCIATION: in consumers’ memories (favourable or not) – Checkers offers value

    PERCEIVED QUALITY: overall quality

    BRAND LOYALTY: repeat purchase – Checker Xtra Reward card

    OTHER PROPRIETARY ASSETS: (Logo, name) – Checkers name and logo


    BRAND VALUE CHAIN

    • https://youtu.be/OX8AGauysYg
    THANK YOU
    QUESTIONS?

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