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    Ba9251 Brand Management

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    DrVinod Kumar
    This document discusses key concepts in brand management including definitions of brands, branding, and brand management. It covers topics like the types of entities that can be branded, the significance of brands to consumers and manufacturers, brand elements, criteria for selecting brand elements, and the strategic brand management process. The process involves identifying brand positioning and values, planning and implementing marketing programs, measuring performance, and growing brand equity over time.

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    Ba9251 Brand Management

    Uploaded by

    DrVinod Kumar
    187 views15 pages
    This document discusses key concepts in brand management including definitions of brands, branding, and brand management. It covers topics like the types of entities that can be branded, the significance of brands to consumers and manufacturers, brand elements, criteria for selecting brand elements, and the strategic brand management process. The process involves identifying brand positioning and values, planning and implementing marketing programs, measuring performance, and growing brand equity over time.

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    This document discusses key concepts in brand management including definitions of brands, branding, and brand management. It covers topics like the types of entities that can be branded, the significance of brands to consumers and manufacturers, brand elements, criteria for selecting brand elements, and the strategic brand management process. The process involves identifying brand positioning and values, planning and implementing marketing programs, measuring performance, and growing brand equity over time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    187 views15 pages

    Ba9251 Brand Management

    Uploaded by

    DrVinod Kumar
    This document discusses key concepts in brand management including definitions of brands, branding, and brand management. It covers topics like the types of entities that can be branded, the significance of brands to consumers and manufacturers, brand elements, criteria for selecting brand elements, and the strategic brand management process. The process involves identifying brand positioning and values, planning and implementing marketing programs, measuring performance, and growing brand equity over time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    BA9251-BRAND MANAGEMENT

    BY:

    G.VINOD KUMAR
    SENIOR LECTURER

    DEPARTMENT OF MANAGEMENT STUDIES


    JAYA ENGINEERING COLLEGE
    UNIT-1
    Introduction to Brand Management
    No. of sessions required : 7 hours

    List of topics to be covered

    -Meaning and definition of Brand, Branding & Brand Mgt.


    -Types of Entities to be Branded
    -Significance of Brand to consumers & Manufacturer
    -Functions of Branding
    -Brand elements, Criteria for choosing elements
    -Brand mark & Trade Mark
    -Strategic Brand Management process
    -Types of Branding.
    Meaning of BRAND
    Brands are a means of differentiating a
    company’s products and services from those
    of its competitors.

    Definition of brand
    “a name, term, sign, symbol or design, or a
    combination of these, that is intended to
    identify the goods and services of one business
    or groups of businesses and to differentiate
    them from those of competitors.”
    What is branding?
    Branding is establishing an identify for a product
    that distinguish it from competitors.

    What is brand management?


    Brand management is the application of marketing
    techniques to a specific product, product line, or
    brand. It seeks to increase the products perceived
    value to the customers and thereby increase brand
    franchise and brand equity.
    What is branded?(different entities)
    Examples :
    • Physical goods - car / electronics
    • Services: - Hotels/airlines/banks
    • Retailers & distributors - big bazaar/food world/pantaloon
    • Online products & services - Bazee.com/Yahoo/R
    • People/ person - Big B/King khan/Pierce brosnen
    • Organization - World vision / Reliance
    • Sports - ICC / FIFA (worldcup)/ Miss World
    • Entertainment - film : Dhoom I,II/ spider man/
    super man/ harry potter
    • Regions - Kerala: God’s own country
    • Ideas - g.AIDS by ribbon)
    Types of Brands
    1. Family Brand : Selling several related products under one brand
    name
    Ex: MAGGI : Sauce , Soup, Noodles .

    2. Individual Brand: (Multi-branding) each of the products in the line


    owns unique name.
    Ex: Coca Cola -Coke, Fanta, Sprite, etc.

    3. Private Brand: Large distributor / retailer buys form small


    producer in bulk and does self-branding.
    Ex: Big Bazaar ( D& J , KnightTwood,) Reliance Fresh, Nilgiris.
    Types of Brands ( continuation…)
    4. Umbrella Branding: Selling several diversified (different )
    products under same brand name.
    Ex: Honda ( Lawnmowers, Generators, Two wheelers, cars,
    Engines)

    5. Sub-Brands: a combination of family brand name with sub


    individual name.
    Ex: Hyundai Santro, Tata Indigo, MS xp,

    6. Generics : unregistered local brands or Non-branded goods.


    Ex: ( Salt, sugar, Vegetables) ( Rasna drink, Badam kheer,
    snacks, etc.)
    SIGNIFICANCE OF A BRAND

    TO CONSUMERS TO MANUFACTURERS

     Identification of source of  Means of identification to


    products simplify handling or tracking
     Assignment of responsibility  Means of legally protecting
    to product maker. unique features
     Risk reducer  Signals of quality level to
     Search cost reducer satisfy customers
     Promise, Bond or pact with  Means of endowing product
    maker of product with unique association
     Symbolic device  Source of competitive
     advantage
    Signal of quality
     Source of financial returns
    BRAND ELEMENTS
    What does Brand Consists of ?
    Name -
    Logos -
    Symbol -
    characters -

    Spokespeople -
    Slogans -
    Jingles -
    CRITERIA FOR SELECTING BRAND NAME

    1. MEMORABILITY: 4. TRANSFERABILITY:
     Easily recognized  Across geographic
     Easily recalled boundaries and cultures

    2. MEANINGFULNESS:
    5. ADAPTABILITY:
     Descriptive
     Flexibility
     Updatable
     Persuasive

    6. PROTECT ABILITY:
    3. LIKEABILITY:
     Fun and interesting  Legally
     Rich visual and verbal imagery  Competitively
     Aesthetically pleasing
    FUNCTIONS OF BRAND

    • To differentiate the product


    • To create identity
    • To aid advertising
    • To build loyalty
    • To facilitate
    • To communicate the value
    • To protect the product
    • To promote the product
    • To convey the image of the product
    TRADEMARK AND BRAND MARK

    A trade mark is a distinctive sign or indicator of some kind


    which is used by an individuals, business organizations or
    other legal entity to uniquely identify the source of its
    products and/or services to customers and to distinguish its
    products or services from those of other entities.
    Ex: Sangu mark handlooms/ Deer mark umbrellas

    A Brand Mark is an element that is part of a Brand of the


    product it can be symbol, sign, letters, picture, design that is
    used to differentiate its products from that of competitors.
    Ex:
    Strategic Brand Management Process

    STEPS KEY CONCEPTS


    Mental maps
    Identify and Establish Competitive frame of reference
    Brand Positioning and Values Points-of-parity and points-of-difference
    Core brand values
    Brand mantra

    Plan and Implement Mixing and matching of brand elements


    Brand Marketing Programs Integrating brand marketing activities
    Leveraging of secondary associations

    Brand Value Chain


    Measure and Interpret Brand audits
    Brand Performance Brand tracking
    Brand equity management system

    Brand-product matrix
    Grow and Sustain Brand portfolios and hierarchies
    Brand Equity Brand expansion strategies
    Brand reinforcement and revitalization

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