BRAND AND BRAND

MANAGEMENT
 INTRODUCTION
 Brand.
 Significance/Importance.
 Elements Of Brand.
 H o w To M a n a g e T h e s e E l e m e n t s .
 Regulations Related Branding.
 Relationship Between Brand Management And Customer
L o y a l t y.
 Brand Management And Brand Strategies.
 INTRODUCTION
 Impact of brand reputation and brand mgt.
 Brand loyality measurement techniques.
 I m p a c t o f b r a n d i d e n t i t y a n d c o n s u m e r b e h a v i o r.
 R o l e o f b r a n d a w a r n e s s i n c r e a t i n g b r a n d e q u i t y.
 Conclusion
BRAND
Brand Refers To A Business And Marketing Concept That Helps People Identify A
Particular Company, Product, Or Individual. Brands Are Intangible, Which Means
You Can't Actually Touch Or See Them. As Such, They Help Shape People's
Perceptions Of Companies, Their Products, Or Individuals. Brands Commonly
Use Identifying Markers To Help Create Brand Identities Within The Marketplace.
They Provide Enormous Value To The Company Or Individual, Giving Them A
Competitive Edge Over Others In The Same Industry. As Such, Many Entities
Seek Legal Protection For Their Brands By Obtaining TrademarKs.

WHAT IS BRAND ?
REACTION
TOWARDS
BRANDS
 IMPORTANCE OF BRANDING
IMPORTANCE TO IMPORTANCE TO IMPORTANCE TO
CUSTOMER: ORGANIZATION : SOCIETY
Product Identification Promotion  Consumer's welfare
Price Stability Legal protection  Social activities
Quality Stability Save from competition  Environmental protection
Prestige Build corporate image
Customers'satisfaction
ELEMENTS OF
BRAND
 BRAND ELEMENTS
BRAND NAME
A Brand Name Is The Words You Use
To Identify Your Company And What
You Offer To The Public,
Distinguishing You From
Your Competitors.
LOGO
Your Business’ Logo Is Vital To Your
Branding.Audiences Will Recognize
You If They’re Out And About, And
It’s On Your Emails, Website, And
Maybe The Physical
Products You Sell.
TYPOGRAPHY
Typography refers to the fonts you
use in all business materials you
create. Branding is cohesive and so
that if people see fonts related to your
brand or business, they can recognize
it.
 BRAND ELEMENTS
Color SchemE
Business’s color scheme is critical
because it plays into all the additional
visual branding elements you create.
Tone and Voice
Tone and voice don’t necessarily
mean what your business sounds like
in audio, but more so how your
business comes across when you
communicate with customers in
marketing materials.
Slogan, Jingle, or
Catchphrase
Slogan and jingles are unique brand
elements that don’t necessarily apply
to every single business, but, if used,
they make up an important part of
your branding.
 HOW TO MANAGE BRAND ELEMENTS
DEFINE Define Brand Guidelines

EDUCATE Educate Stakeholders

CENTRALIZE Centralize Brand Asset

IMPLEMENT Implement Approval Processes

Monitor and Enforce Monitor and Enforce Compliance

FOSTER Foster Collaboration

EVOLVE Evolve with the Brand

SEEK Seek Feedback

 BRANDING REGULATIONS IN INDIA
Trademarks Act, 1999:
• This act provides
protection for trademarks,
which are essential for
brand identification and
protection. It outlines the
registration process,
rights of trademark
owners, and remedies for
infringement.
Consumer Protection Act,
2019:
• This act aims to protect • This act establishes food
the interests of consumers
in India and prevent
unfair trade practices. It
prohibits misleading
advertisements, false
claims, and any form of
unfair competition that
may harm consumers'
interests.
Food Safety and
Standards Act, 2006:
safety and quality
standards in India. It
requires food businesses
to comply with labeling
requirements, including
mandatory declarations,
nutritional information,
and specific branding
guidelines for certain
food products.
 BRANDING REGULATIONS IN INDIA
Advertising Standards Council of
India (ASCI), 1985:
• ASCI is a self-regulatory body that
promotes responsible advertising
practices in India. It has a code of
advertising standards and guidelines
that govern various aspects of
advertising, including product
claims, endorsements, and
comparative advertising.
Bureau of Indian Standards
(BIS),1986:
• BIS is responsible for the
formulation and implementation of
national standards in various sectors.
It certifies products under various
Indian standards, ensuring quality,
safety, and reliability.
CUSTOMER TRUST. CUSTOMER LOYALTY. GREATER SALES.

REASONS TO HAVE AND MAINTAIN A

GOOD BRAND REPUTATION
BUSINESS GROWTH FREE ADVERTISING AN EDGE ON
COMPETITORS

REASONS TO HAVE AND MAINTAIN A

GOOD BRAND REPUTATION
RELATIONSHIP BETWEEN BRAND MANAGMENT AND
CUSTOMER LOYALITY.
Brand management and customer loyalty are closely interconnected and have a significant influence on
each other. Effective brand management strategies can help build and strengthen customer loyalty, while
customer loyalty, in turn, can enhance the brand's reputation and success. Let's explore this relationship in
more detail:
 Brand Image and Perception
 Consistency and Trust
 Differentiation and Competitive Advantage
 Emotional Connection
 Customer Experience
 Brand Advocacy
 Long-Term Relationship
WHAT IS BRAND
MANAGEMENT ?

This Photo by Unknown Author is licensed under CC BY

BRAND MANAGEMENT

Brand management refers to the process of managing a

brand's identity, positioning, and perception in the
market to create a positive and consistent image among
consumers. It involves developing and implementing
strategies to enhance brand equity, build brand loyalty,
and differentiate the brand from its competitors.
 BRAND STRATEGIES

Brand Brand identity Target audience Brand

positioning development segmentation communication

Brand
Brand
Brand extension monitoring and
consistency:
protection
B RAND L OYALT Y ME ASURE ME NT
T E CHNIQUES

NET PROMOTER SCORE

SURVEYS
(NPS)
Collect customer feedback on Measure likelihood of
brand attitudes and behaviors. recommending the brand.

REPEAT PURCHASE RATE CUSTOMER LIFETIME

Assess frequency and consistency VALUE (CLV)
of repeat purchases. Evaluate total value of
customer relationship
 BRAND LOYALTY MEASUREMENT
TECHNIQUES

SOCIAL MEDIA CUSTOMER BRAND ADVOCACY

MONITORING RETENTION RATE Brand advocacy refers to customers
Track Brand Mentions, Sentiment, Calculate the percentage of actively promoting and
And Engagement. retained customers. recommending a brand to others
 Brand awareness plays a crucial role in creating brand
equity. Brand equity refers to the value and strength of a
brand, which goes beyond the physical attributes of the
ROLE OF product or service. It encompasses intangible elements
such as brand reputation, customer perceptions, and
BRAND emotional connections with the brand. Brand awareness is
a foundational element that contributes to building and
AWARENESS enhancing brand equity in the following ways:
CREATING  FAMILIARITY AND RECOGNITION
BRAND  COMPETITIVE ADVANTAGE
EQUITY  PERCEIVED QUALITY AND TRUST
 BRAND ASSOCIATIONS AND IMAGE
 BRAND LOYALTY AND ADVOCACY:
WAYS IN WHICH BRANDING CAN AFFECT
CONSUMER BEHAVIOR

Consumer Perception
Purchasing Decision
Peer Influence
Status and Prestige
Builds Trust and Loyalty
The brand gives an identity to a product so that your customers
can differentiate your product easily. A brand is a fundamental part
of building customer loyalty & brand equity.A brand and all its
elements should be formed in a way that enables them to win the
heart of a customer, it should be compelling, coherent &
meaningful to your audience.Branding is an intersection of who
you say you are and how your audience sees youA brand starts
with a mission, values, and Audience & a story. But it's not static it
is conveyed every day across the touchpoints through your
communication, and behaviour online, and offline. It affects how
you evolve your offerings and how your business engages with the CONCLUSION
world.My colleague has already mentioned about central brand
asset management system. What a manager should do is evolve the
brand when the scenarios in the world change.Eg: Mahendra
changed their logo recently Branding is the secret ingredient that
people sense before they have their first experience with your
product. It is what makes your business Recognisable, desirable &
memorable or what convinces people to give their attention,
purchasing Power, and brain space. So branding is one of the
crucial decisions that you need to make.
 REFERENCES
 https://www.investopedia.com/terms/b/brand.asp
 https://www.cxpa.org/resources/customer-loyalty-measurement
 https://neilpatel.com/blog/how-to-measure-and-improve-brand-loyalty/
 https://www.qualtrics.com/experience-management/customer/brand-loyalty/
 https://www.meltwater.com/blog/7-methods-for-measuring-brand-loyalty/
 https://latana.com/post/branding-affects-consumer-behavior/
 https://www.kullabs.org/
 https://blog.hubspot.com
THANK YOU