What is BrandA brand is an entity that possesses other dimensions that differentiate it in some way from others designed to satisfy the same need.

Brand vs Product The five levels of a product: Core, generic, expected, augmented, potential

ConsumersIdentification of source of product (Pran, Aarong)Assignment of responsibility to product maker (Rahimafrooz)Risk reducer (functional, physical, financial, social, psychological, time)Search cost reducerPromise, bond, or pact with maker of productSymbolic deviceSignal of quality

ManufacturersMeans of identification to simplify handling or tracingMeans of legally protecting unique featuresSignal of quality level to satisfied customersMeans of endowing products with unique associationsSource of competitive advantageSource of financial returns

Physical goods e.g. LuxServices e.g. DBBLRetailers and Distributors e.g. Agora, NandanOnline Products and Services e.g. e-Bay, Amazon, CellBazar, Bikroy.com

People and Organization e.g. BRAC, Prof. YunusSports, Art, Entertainment e.g. Tiger Woods, Zainul Abedin, IttadiGeographic Location e.g. Cox Bazaar Idea and Causes e.g. Alokito Manush Chai (Bishwa Sahitto Kendro)

Source: Forbes, 2014

Vision of Mass Market (Grameen Bank, GP)Managerial Persistence (McKinsey & Co., Apple)Financial Commitment (Harvard)Relentless Innovation (Apple, Sony)Asset Leverage (Aarong)

Savvy Customer (i Phone, Google)Brand Proliferation (RC Cola, Lemon, Upper 10)Media Fragmentation (Print, Electronic, Internet, Zipping, Zapping)Increased Competition (Mobile Phone, Apparel)Increased Cost (Global Operations, Local Customization)Greater Accountability (Short vs. Long Term goal)

A set of stored values that consumers associated with a Product/Service.

These associations add value beyond the basic product functions due to past investments in marketing the Brand.

Identify & Establish Brand Positioning and Values (Bata: High End, Reliable, Haji Biryani: Low End, Taste & Tradition)

Plan and Implement Brand Marketing Programs (Lux-Channel i Beauty Contest, Nokia Bangla)

Measure and Interpret Brand Performance

Grow and Sustain Brand Equity (HP, Tata, Malaysia)

Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. The strategic brand management process is defined as involving four main steps:1) Identifying and establishing brand positioning and values2)Planning and implementing brand marketing programs3)Measuring and interpreting brand performance4)Growing and sustaining brand equity

Mental mapsCompetitive frame of referencePoints-of-parity and points-of-differenceCore brand valuesBrand mantra

Mixing and matching of brand elementsIntegrating brand marketing activitiesLeveraging of secondary associations

Brand Value ChainBrand auditsBrand trackingBrand equity management systemBrand-product matrixBrand portfolios and hierarchiesBrand expansion strategiesBrand reinforcement and revitalizationKEY CONCEPTSSTEPSStrategic Brand Management Process

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