Brand management

What is a brand?

Can be name, term, symbol, sign or a combination of them.

Identifying goods and services of one seller.

Distinguishing those goods/services from others

IMPORTANCE OF BRAND

Consumer’s Point of view

Manufacturer’s Point

of view

CONSUMER’S POINT OF VIEWIdentification of source of product

Assignment of responsibility to product maker

Risk reducer

Search cost reducer

Promise, bond, or pact with maker of product

Symbolic device

Signal of quality

Manufacturer’s point of viewMeans of identification to simplify handling

Means of legally protecting unique features

Signal of quality level to satisfied customers

Means of endowing products with unique associations

Source of competitive advantage

Source of financial returns

Concepts in Brand ManagementBrand Equity

Positioning

Points of Parity

Points of difference

Elements of Branding

Brand Equity

Positioning

Points of Parity

Points of difference

Brand Building Blocks

BRANDBUILDINDG

Quality

Positioning

Long-term perspective

Internal Marketing

Credibility

Well Blnded communications

QUALITYQuality

Vital ingredient of good brand

Core benefits must be delivered well

PositioningCreating an image in customers mind

RepositioningBrand tries to change its market position to

reflect a change in consumer’s tastes. 

Long term perspective

Need to invest into brand over long term

Internal marketingTo motivate employees at all management

levels to deliver a satisfying customer experience

CredibilityCustomers trust and belief.

Well Blended CommunicationsCommunicating clearly in

minds of target audience.

Qualities of good BrandShould suggest something about the benefits of the product.

Easy pronounce, recognize and remember.

Should be extendable.

Unique within its industry

Legally available and defensible

Strongest Brands !!

Any Questions ??