Brand Management

Final session
By
K Anandhi
CII-IL

Brand

A Brand is a ..

Name,
Term,
Sign,
Symbol, or
Design

intended to identify
and distinguish the
goods and services
from one another
Dalrymple & Parsons/Marketing Management 7th edition: Chapter 7

A name, term, symbol,

design, or combination
thereof that identifies a
sellers products and
differentiates them from
competitors products.

An Effective Brand Name

Is easy to pronounce
Is easy to recognize and remember
Is short, distinctive, and unique
Describes the product, use, and benefits
Has a positive connotation
Reinforces the product image
Is legally protectable

Branding
Brand
Brand
Name
Name

That
That part
part of
of aa brand
brand that
that can
can be
be spoken,
spoken,
including
including letters,
letters, words,
words, and
and numbers.
numbers.

Brand
Brand
Mark
Mark

The
The elements
elements of
of aa brand
brand that
that
cannot
cannot be
be spoken.
spoken.

Brand
Brand
Equity
Equity

The
The value
value of
of company
company and
and brand
brand names.
names.
Awareness,
Awareness, quality,
quality, loyalty,
loyalty, patent
patent and
and
trademark.
trademark.

Benefits of Branding

Powerful asset/tool in establishing

competitive advantage translates into brand equity ( the value of the
company and brand names)

Product identification!
Consumers familiar with brand
Often equates to quality

Global brand
= 20% of product sold outside home country
Acts as an ambassador

Advantages of Branding

Consumers viewpoint
1.
2.
3.
4.

Product quality and consistency

Increased shopper efficiency/identification
Calls attention to new products
Reduces psychological risk

Sellers viewpoint
1. Handling orders, tracking down problems
2. Trademark legal protection and unique product
feature.
3. Brand equity and brand loyalty
4. Reduces need for in-store contact
5. Facilitates segmentation, promotion, and pricing

The Worlds Most Valuable

Brands

Major Branding Decisions

Brand
Brand Name
Name Selection
Selection
Selection
Selection
Protection
Protection

Brand
Brand Sponsor
Sponsor

Manufacturers
Manufacturers Brand
Brand
Private
Private Brand
Brand
Licensed
Licensed Brand
Brand
Co-branding
Co-branding

Brand
Brand Strategy
Strategy
Line
Line Extensions
Extensions
Brand
Brand Extensions
Extensions
Multibrands
Multibrands
New
New Brands
Brands

Branding Strategies
Brand
Brand

Manufacturers
Manufacturers
Brand
Brand

Individual
Individual
Brand
Brand

Family
Family
Brand
Brand

CombiCombination
nation

No
No Brand
Brand

Private
Private Brand
Brand

Individual
Individual
Brand
Brand

Family
Family
Brand
Brand

CombiCombination
nation

Generic Brand
A no-frills, no-brandname, low-cost product
that is simply identified by
its product category.

Manufacturers Brands
Versus
Private Brands
Manufacturers
Manufacturers
Brand
Brand

The
The brand
brand name
name of
of aa
manufacturer.
manufacturer.

Private
Private
Brand
Brand

A
A brand
brand name
name owned
owned by
by aa
wholesaler
wholesaler or
or aa retailer.
retailer. Also
Also
known
known as
as aa private
private label
label or
or store
store
brand.
brand.

Individual Brands Versus

Family Brands
Individual
Individual
Brand
Brand

Using
Using different
different brand
brand names
names for
for
different
different products.
products.

Family
Family
Brand
Brand

Marketing
Marketing several
several different
different
products
products under
under the
the same
same
brand
brand name.
name.

Four Brand Strategies

Product Category

Brand Name

Existing

New

Brand Extension
Line Extension
Existin
Brand Rejuvenation
Brand Relaunch
g Godrej Fair glow fairness
Washing machine.
Brand Proliferation

New

Multibrands

New Brands Name

Ex: Manikchand

Line Extension
Development of a product
that is closely related to one
or more products in the
existing product line but
designed specially to meet
the somewhat different needs
of customers.

Brand extension
Extending the brand to another form of same
product. (e.g. Toothpaste)
Product Line extensions e.g. Saffola Oil.
Reaching new categories Fairness creams to
soap. Easy flow of soaps in the market
Two Types:
Upward brand extensions (upper market
segment)
Downward brand extensions (lower market
segment). Ex. Nirma

Brand Rejuvenation
Process of revitalizing an ailing brand.
E.g. Cadburys, Horlicks
Three steps involved
1. Discovery: process of identifying the company
and what they mean to the customers
2. Innovation: shortcoming are removed and
tested on loyal customers and wholesalers.
3. expression: project positive image of the
brand in the customers minds.
Product Relaunch: Product launched after a time
gap.

Brand Proliferation
It is an introduction of product with new brand
names in the same product category. It is
converse of brand extension. It helps to increase
the market share of the product. Eg. HUL with
different brand of same type of products.
Disadvantage:
Companys brands compete with each other
Company has to divide the resources among
these brands for their maintenance.
The cost of distribution ,advertising, packaging
and inventory costs also go up significantly.

Multibrands
Firms adopt multiple branding strategies
to capture a greater market share by
filling the gaps in the market and
catering different buying pattern of the
customers.
Ex: nokia cell phone, Bike
Disadvantage
With the multi-branding strategy is that
the company may obtain a smaller
market share of all the brands.

Cobranding

AOL

Types
Typesof
ofCobranding
Cobranding
Ingredient
Ingredient
Branding
Branding

Complementary
Complementary
Branding
Branding
Cooperative
Cooperative
Branding
Branding

On
OnLine
Line
http://www.kelloggs.com
http://www.kelloggs.com
http://www.disney.com
http://www.disney.com

On
OnLine
Line
http://www.postcereal.com
http://www.postcereal.com
http://www.quakeroats.com
http://www.quakeroats.com

Co branding

Two or more brand names on the product

or its package
Ingredient branding
i.e., Hero Honda recommending MRF tyres

Cooperative branding
Airline/hotel/credit card packages
Borrow on each others brand equity

Complementary branding
Advertised or marketed together to suggest usage
Coco cola recommending kinley mineral water.

Brand Management

Brand equity: The goodwill (equity) that an established

brand has built up over its existence.
DREK -- differentiation, relevance (strength)
-- esteem, knowledge (stature)
Brand concept: specific meaning that brand managers
create and communicate to the target market.
Brand concept management: the analysis, planning,
implementation, and control of a brand concept
throughout the life of the brand.
Semiotics: Science of signs
E.g HUL testing Power Brands(30)

Packaging
Contain
Contain and
and Protect
Protect

Promote
Promote
Facilitate
Facilitate Storage,
Storage, Use,
Use,
and
and Convenience
Convenience
Facilitate
Facilitate Recycling
Recycling

Functions
Functions
of
of
Packaging
Packaging

Packaging

Activity of designing and

producing the container or
wrapper for a product.
Packaging used to just contain
and protect the product.
Packing now has promotional
value and marketers should:
Establish a packaging concept,
Develop specific elements of the
package,
Tie together elements to support
the positioning and marketing
strategy.
VIEW Model

Packaging

Not just the container part of the on-going

promotion/advertising
#1 job is still containment/protection of product
#2 Promote the product
Way to differentiate from competitors
Inform the customer (ingredients, size, etc.)
Colors to cue customers (green = healthy)
#3 Faciliate storage, use and convenience
Also way to segment market (sugar in big
crummy bag vs. carton== type of user, single
servings, kid friendly/safe)
#4 Facilitate recycling and reducing environmental
damage

A classic labeling example .

Labeling
What about thi s l abe l he lps to se ll the pr oduc t?
Click or pres s s pacebar to r et urn.

Printed information
appearing on or with the
package (e.g., Nutrition
Facts Panel)
Performs several functions:
Identifies product or brand
Describes several things
about the product
Promotes the product
through attractive graphics.

Labeling
Persuasive
Persuasive
Focuses on
promotional
theme
Information is
secondary

Informational
Informational
Helps make proper
selections
Lowers cognitive
dissonance
Includes use/care

Packaging and Labeling

Persuasive: promotional first, and

customer information is secondary
Use a logo or theme
New, improved dont do as much for
consumer

Informational labeling: Help consumer

make right choice and lessen possible
cognitive dissonance
i.e., nutrition labels, care information, construction
standards, etc.

Universal Product Codes

A series of thick and thin
vertical lines (bar codes),
readable by computerized
optical scanners, that
represent numbers used
to track products.

Any doubts???