Planning and Implementing Brand Marketing

Programs

Prof. Dr. P.H. Tamgadge

Introduction
 Many practicing managers refer to a brand in

terms of certain amount of awareness,

reputation, and prominence and so on in the
market place. The key to creating a brand is to be
able to choose a name, logo, symbol, package,
design or other attribute that identifies a product
and distinguishes it from others. The different
components of a brand that identifies and
differentiate a product can be called brand
elements. Brand elements can be chosen in a
manner to build as much brand equity as
possible. This unit considers how different brand
elements can be chosen to build brand equity.
  Planning and Implementing Brand Marketing
Programs.
 Building brand equity requires creating a brand of which consumers
are sufficiently aware and with which they have strong favorable and
unique brand associations. This knowledge building process depends
on the following two factors:
 1. The initial choice of the brand elements or identities making up the
brand.
 2. The marketing activities and supporting marketing programme and
the manner in which the brand is integrated into them (designing
marketing programmes to build brand equity).
 1 Decisions Relating to Brand Elements :Brand elements also known as
brand identities, are those trademark able device that serve to identify
and differentiate the brand. The main brand elements include brand
names, logos and symbols. Although marketers need to constantly
manage the elements of brands. Marketers should keep in mind the
following criteria when choosing brand elements.
 1. Brand elements can be chosen to be inherently memorable, both in
terms if brand recall and recognition.
 2. Brand elements can be chosen to be inherently
meaningful so that they convey information about the
nature of the product category or particular attributes
and benefits of a brand, or both. The brand element may
also reflect brand personality, user or usage imagery, or
feeling for the brand.

 3. The information conveyed by brand elements does not

necessarily have to relate to the product alone and may
simply be inherently appealing or likeable.

 4. Brand elements can be chosen to be transferable

within and across product categories and across
geographic and cultural boundaries and market segment
 . Marketing Activities Brand managers have
found that communication through traditional
mass media has been ineffective, inefficient
and costly. As a result these organizations
have long relied on alternative channels to
create brand awareness, convey brand
associations and develop loyal customer
bases. New approaches, such as relationship
marketing mass customization, after
marketing and loyalty programmes can help
marketers to design marketing programmes.
 Options and Tactics for Brand Elements
 The value of choosing brand elements
strategically to build brand equity can be seen
by considering the advantage of having chosen
“Apple” as the name for a personal computer.
Apple was a simple but well-known word that
was distinctive in the product category-factors
facilitating the development of brand awareness.
The meaning of the name also gave the company
a “friendly shine” and warm brand personality.
Moreover, the name could be reinforced visually
with a logo that could easily transfer across
geographic and cultural boundaries.
 A variety of brand elements can be chosen that inherently
enhance brand awareness or facilitate the formation of strong,
favorable, and unique brand associations.
 1. Brand names 2. URLs 3. Logos and symbols 4. Characters
5. Slogans 6. Packaging
 Brand Names :
 The brand name is a fundamentally important choice because
it often capture the central theme or key associations of a
product in a very compact and economical fashion. Brand
names can be an extremely effective shorthand means of
communication. Whereas the time it takes consumers to
comprehend marketing communications can range from a half
a minute to potentially hours, the brand name can be noticed
and its meaning registered or activated in memory within just
a few second. Like any brand element, brand names must be
chosen with the six general criteria of memorability,
meaningfulness, likability, transferability, adaptability, and
protectability in mind.
 . URLs:
 URLs (Uniform Resource Locators) specify
locations of pages on the web and are also
commonly referred to as domain names. A
company can either sue the current owner of
the URL for copyright infringement, buy the
name from the current owner, or register all
conceivable variations of its brand as domain
names ahead of time.
 3 Logos and Symbols :

 The logo is the “graphic look” of the brand name or

company. Too often, small and medium sized companies
use a logo which is clearly the work of a member of the
family or a friend who is considered to have some artistic
talent. Frugality in general may be a virtue but skimping on
your companies brand design is definitely not worth the
effort. If a logo fails to communicate and express what the
company represents, it is a wasted opportunity. A good logo
fulfills both graphic and functional imperatives. In order to
do so, brand architects have to keep the big in mind.
Corporate values and characteristics need to be reflected in
the logo and the brand should be safely incorporated in the
overall marketing strategy. It can be said that this is true for
every aspect of a corporation’s visual identity.
 Elements of a Good Logo:
 The elements of a good logo are:
 1. It has a lasting value - trendy logos don’t hold up
over time.
 2. It is distinct - some amount of uniqueness, as long
as it doesn’t confuse, is valuable.
 3. Appeals to your target market - if your target market
is partial to blue then it doesn’t matter that you’re not.
 4. Supports your USP - If you are trying to
communicate your low prices then your logo should
support that image.
 5. Legible - This seems pretty obvious but many people
use typefaces and images that can’t be printed or
carried to a large sign. Your logo should clearly identify
your company and it can’t do that if people don’t
understand it.
 5 Slogans:
 Slogans are short phrases that communicate

descriptive or persuasive information about

the brand. Slogans are powerful branding
devices because, like brand names, they are
an extremely efficient, shorthand means to
build brand equity. Classic Slogans: Some
classic slogans are:
 Jingles:
 Jingles are musical messages written around the brand.

Typically composed by professional songwriters, they

often have enough catchy hooks and choruses to
become almost permanently registered in the minds of
listeners–sometimes whether they want them to or not!
Jingles are perhaps most valuable in enhancing brand
awareness.
 Packaging
 From the perspective of both the firm and consumers,

packaging must achieve a number of objectives:

 1. Identify the brand
 2. Convey descriptive and persuasive information
 3. Facilitate product transportation and protection
 4. Assist at-home storage
 5. Aid product consumption.
 Tactics to Create a Strong Brand :
 There are some tactic mentioned below used for build a

strong brand:
 1. Visual Identity: The footprint of a brand-your corporate

identity, graphic system, or visual voice–can take your

brand many good places. It can also head you straight into
a wall if it does not accurately project what the brand is
and consistently stick to the story
 2. Advertising: Advertising can be used to generate leads,

sell product, advocate beliefs, Notes persuade, calm

unrest, and build brands. Advertising is the act of paying
to showcase a message, and more. Advertising gives the
brand builder a high-speed lane to the market. On the
other hand, it is not immune to falling trees, lightning,
bad weather, careless drivers, or an occasional competitor
with wings. Smart advertising can fertilize the brand soil
and aid in the brand’s growth.
 3. Brand Partnerships: Sometimes two brands are better
than one. Collaboration with other brands, vendors, and
distribution channels not only adds firepower and
reduces costs, but it ultimately can strengthen a brand.
Partnerships can be as simple as two brands co-hosting
an event or as formal as an agreement involving new
selling channels, co-op ad spending, joint research, and
licensing contracts. When choosing any brand partner,
you should adhere to an established set of guidelines
that complement your brand and meet business goals.
 4. Brand Relations: Twenty-four-hour news, free-
flowing information, and breaking reports offer vast
opportunities to get your brand message out with an
added layer of authority and third-party endorsement.
Despite the cynics, the media has immense influence on
the market. Organizations that don’t take full advantage
of this powerful vehicle will miss sales, stature, and a
substantial brand bang.
 5. Community Relations: Community relations
encompasses any niche community where having a
strong positive relationship is important and
valuable to the brand and the market you serve. For
many organizations, this includes your category
industry and nonprofit interests.
 6. Sales Promotions/Events: Promotions are any
activities that stimulate purchasing. Promotions can
work well in both consumer markets and the
business-to-business space if planned and
executed correctly. A great sales promotion can
launch new products, reintroduce new and
improved ones, clean out an old line or inventory,
synergize co-brands, cross-sell among product
lines, arouse loyalty, and entice first-time sampling
or trial purchases.
 7. Customer Service:
 Serving customers seems like a simple task, yet many savvy
business leaders are blind to the huge service cracks in their
business. A crack in service is extremely dangerous. One too
many rude encounters, another insensitive act, or a downright
bitter battle, and your customer will not only make you history,
but his rage can spread like wildfire and burn up even the best
brand.
 8. Sales: Selling with brand in hand shortens the distance to the
finish line. Selling today is no cakewalk. New products, trillions of
choices, and floods of options surround us. Pressure is high,
competition is everywhere, and the economy is faltering. So
what. Quit your whining. Add some brand to your sales arsenal,
and the process gets easier and more effective. 9. The
Environment and Merchandising: Visual seduction is not just for
retailers. Merchandising and environmental branding needs more
respect. Once thought of as merely decorative displays or point-
of-purchase sale stimulators, today merchandising and the
environment are a significant brand-building tactic.
 10. Online: Building a brand, one thousand clicks at
a time: Online technology has catapulted Notes the
brand like no other tactic. The impact on all business
sectors and models is immense. Small companies
can be global. Virtual stores can operate without
inventory. Time to market is condensed to a warp
speed, and the customer has more options and
choices than ever before. As with every new horizon,
there lie vast opportunities and difficult challenges.
 11. Alternative and Buzz Activities: Guerrilla or
alternative marketing has no rules. The more you
can get away with, the better. Such campaigns are
non-traditional. They disrupt and surprise. They can
be crazy, irreverent, or bizarre, and many times they
are extremely potent and effective for a lot less
money than the ordinary campaigns.
THANK YOU