MGM’s Institute of Management

studies & Research

PRODUCT AND BRAND

MANAGEMENT
BY PROF. JAMEEL
PATHAN

Prof Jameel
 Steps in
Strategic Brand Management
 Identifying and establishing brand positioning
 Planning and implementing brand marketing
 Measuring and interpreting brand performance
 Growing and sustaining brand value

Prof Jameel
What is a Brand?

A brand is a name, term, sign, symbol or design, or a

combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those
of competitors.

Prof Jameel
The Role of Brands

Identify
Identify the
the maker
maker

Simplify
Simplify product
product handling
handling

Organize
Organize accounting
accounting

Offer
Offer legal
legal protection
protection

Prof Jameel
The Role of Brands

Signify
Signify quality
quality

Create
Create barriers
barriers to
to entry
entry

Serve
Serve as
as aa competitive
competitive
advantage
advantage

Secure
Secure price
price premium
premium

Prof Jameel
 What is Branding?
Branding is endowing products and services with the power
of the brand.

Prof Jameel
What is Brand Equity?

Brand equity is the added value endowed on products and

services, which may be reflected in the way consumers, think,
feel, and act with respect to the brand.

Prof Jameel
 Brand Knowledge

Thoughts Feelings

Knowledge

Images
Beliefs
Experiences

Prof Jameel
 Advantages of Strong Brands
 Improved perceptions of product
performance
 Greater loyalty
 Less vulnerability to competitive
marketing actions
 Less vulnerability to crises
Prof Jameel
 Larger margins
 More inelastic consumer response
 Greater trade cooperation
 Increased marketing
communications effectiveness
 Possible licensing opportunities
Apple is a Strong Brand

Prof Jameel
What is a Brand Promise?

A brand promise is the marketer’s vision of what the brand must

be and do for consumers.

Prof Jameel
Brand Equity Models

 Brand Asset Valuator

 Aaker Model
 BRANDZ
 Brand Resonance

Prof Jameel
BAV Key Components

Differentiation

Energy

Relevance

Esteem

Knowledge
Prof Jameel
Brand Dynamics Pyramid
Strong Relationship

Bonding

Advantage

Performance

Relevance

Presence
Weak Relationship
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 Aaker Model

Core Identity
Brand Identity
Elements

Extended Identity
Brand Essence
Elements

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Brand Resonance Pyramid

Prof Jameel
Drivers of Brand Equity

Brand Elements

Marketing Activities

Meaning Transference
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 Brand Elements
Brand
names URLs

Slogans
Elements
Logos

Characters
Symbols
Prof Jameel
 Brand Element Choice Criteria

 Memorable
 Meaningful
 Likeability
 Transferable
 Adaptable
 Protectible

Prof Jameel
Slogans

 Like a good neighbor, State  We try harder

Farm is there  We’ll pick you up
 Just do it  Nextel – Done
 Nothing runs like a Deere  Zoom Zoom
 Save 15% or more in 15  I’m lovin’ it
minutes or less
 Innovation at work
 This Bud’s for you
 Always low prices

Prof Jameel
 Designing Holistic Marketing
Activities

Personalization

Integration

Internalization

Prof Jameel
Internal Branding

 Choose the right moment

 Link internal and external marketing
 Bring the brand alive for employees

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Secondary Sources of
Brand Knowledge

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Measuring Brand Equity

Brand
Brand Audits
Audits

Brand
Brand Tracking
Tracking

Brand
Brand Valuation
Valuation

Prof Jameel
The 10 Most Valuable Brands

Brand 2023 Brand Value (Billions)

Coca-Cola $106.00
Microsoft $502.00
Samsung $74.06
TATA $26.04
Intel $22.09
Apple $880.00
Tisla $66. 04
Reliance $07.05
McDonald’s $191.00
Mercedes-Benz $30.03
Prof Jameel
Managing Brand Equity

Brand
Brand Reinforcement
Reinforcement

Brand
Brand Revitalization
Revitalization

Brand
Brand Crises
Crises

Prof Jameel
Interbrand’s Steps in Calculating
Brand Equity
 Market segmentation
 Financial analysis
 Role of branding
 Brand strength
 Brand value calculation

Prof Jameel
Devising a Branding Strategy

Develop
Develop new
new brand
brand
elements
elements

Apply
Apply existing
existing brand
brand
elements
elements

Use
Use aa combination
combination of
of
old
old and
and new
new

Prof Jameel
Branding Terms

 Brand line  Line extension

 Brand mix  Category extension
 Brand extension  Branded variants
 Sub-brand  Licensed product
 Parent brand  Brand dilution
 Family brand  Brand portfolio

Prof Jameel
Brand Naming

Individual
Individual names
names

Blanket
Blanket family
family names
names

Separate
Separate family
family names
names

Corporate
Corporate name-individual
name-individual
name
name combo
combo
Prof Jameel
Brand Personality

 Brand personality is the way a brand speaks and

behaves. It means assigning human personality
traits/characteristics to a brand so as to achieve
differentiation. These characteristics signify
brand behaviour through both individuals
representing the brand (i.e. it’s employees) as
well as through advertising, packaging, etc.
When brand image or brand identity is expressed
in terms of human traits, it is called brand
personality.
Prof Jameel
Brand valuation

 Branding has emerged as a corporate strategy in the recent

times. All business organizations in all sectors have
embraced the strategy of building their identity through
their corporate brands besides the product related brands.
Branding is definitely a marketing strategy. However the
strategy of investing into brand building and managing the
reputation of the corporate brand goes beyond marketing.
Branding is considered to be a strategy that is driven and
managed by the CEO or the organization along with the
senior management as well as marketing heads. Over the
recent years, we see new concepts of brand value, brand
power and brand equity etc. being coined and measured.

Prof Jameel
Brand communication

 It is an act of communicating and delivering the meaningful

and focused messages pertaining to the brand to the
stakeholders. It encompasses the mixed use of traditional
media channels such as newspapers and television with the
strategic amalgamation of contemporary media such as social
media platforms, content marketing , blogs, and digital
marketing that works as an integrated approach to enlighten the
customers and other stakeholders about the latest developments
about the brand.
 There is a big and important role of the PR department of the
brand along with the hired PR agency in designing
and planning the Brand Communication strategy so that the
message provided is clear, authentic, and relevant in nature.
Prof Jameel