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‡ Anything that can be offered to a market for

attention, acquisition, use or consumption.

‡ Satisfies a want or a need.

‡ Includes:
Physical Products, Services, Persons
Places, Organizations, Ideas
Combinations

   
 
^evels of Product 3

 
3
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Installation

Packaging
Brand Features
Name Core
Benefit After-
Delivery
Sale
& Credit or
Service
Quality Service Design
^evel

Warranty

Actual Core
Product Product

   
  Fundamental Need
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Decisions

Quality Features

Design

   
 
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 Brand Defined
A brand is a name, term, sign, symbol, or design,
or a combination of these, that identifies the
maker or seller of a product or service

Branding:
Creating, maintaining, protecting, and enhancing
products and services.

   
 
Brand is a product, that adds dimensions to
differentiate from other products designed to
satisfy the same need.

Differences could be rational, tangible,

functional
OR
Symbolic, emotional, intangible

   
 
 Benefits of Brands to Consumers
1. Identification of source of products

2. Risk Reducer: Consumers may perceive

different types of risks in buying

Functional Risk: product performance

Physical Risk: health related hazards

Financial Risk: worth for the price paid

Social Risk: status, embarrassments

   
 
 @ime & Energy Risk: cost of finding another
Satisfactory product

Brands can be a very important risk-handling device

3. Search Cost Reducer:

4. Bond or Pact with the manufacturer or

Service Provider: utility, consistency,
Appropriateness Ps of Marketing

5. Symbolic Device: Personality traits, values͙

   
 
 Benefits of Brands to Companies
1. Identification
2. ^egal Protection
3. Signal of quality level to satisfied
customers
4. Competitive Advantage
5. Financial returns

   
 
Branding Challenges:
1. Savvy Customers: advent of I@, knowledgeable
experienced, demanding

2. Proliferations: line and brand extensions,

complicated the marketing decisions

3. Increased Competition: Brand extensions,

Globalization, Imitations

4. Media Fragmentation: non traditional forms of

communication, zipping, cable @

5. Decreasing Brand ^oyalty in many categories

   
 
 Brand Equity
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Differences in outcomes arising from the ͚added value͛

endowed to a product.

Brand Equity is the value of a brand.

A positive differential effect that knowing a Brand

Name has on customer͛s response towards the
Product or services

   
 
 Strategic Brand Management Process

Involves the design and implementation of marketing

programs and activities to build, measure and
manage brand equity.

   
 
 Identify and Establish
Brand Positioning and
alues

Plan and Implement

Brand Marketing
Program

Measure and Interpret

Brand Performance

Grow and Sustain Brand

Equity

   
 
Identify and Establish Brand Positioning and alues

Mental Maps:  
 
 
   

Competitive Frame: 



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Points of Parity and Difference:

Core Brand alues:    
 

Brand Mantra:  % %  !   

  
 
  


   
 
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Mixing and Matching the Brand Elements:

 
  
  
 
    

  

  
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 Brand Building @ools

Choosing Brand Elements

Memorable, Meaningful,
Brand Name, ^ogo, Symbol ^ikeability, Adaptability,
Character, Packaging, Slogan Protectable

Developing Marketing
Programs
Product @angible / Intangible Benefits
alue Perception
Price Integration Push / Pull
Place Mix and Match options
Promotion

   
 
 ^everaging Secondary
Associations
Company Name
Country of Origin Awareness
Channel of Distribution Meaningfulness
Endorsers @ransferability
Events

   
 
Choosing Brand Elements
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Depth Breadth
Recall Purchase
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Unique Points of Difference

   
 
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Choosing Brand
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^oyalty
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Brand @rade Co-operations

Associations
Increased Marketing
Communication
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Brand Extensions

   
 
 Customer Based Brand Equity Model

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