Introduction to the Concept

of Brand Management

Brand
Definition
According to AMA (American Marketing
Association), a brand is a name, term, sign, symbol,
or design, or a combination of them, intended to
identify the goods and services of one seller or
group of sellers and to differentiate them from those
of competitors.

Meaning & Evolution of Brands

Branding has been around for centuries as a means to

distinguish the goods of one producer from those of another.

In fact, the word Brand is derived from the Old Norse word
Brandr; which means to burn, as brands were and still are
the means by which owners of livestock mark (burn mark) their
animals to identify them.

According to AMA (American Marketing Association), a brand

is a name, term, sign, symbol, or design, or a combination of
them, intended to identify the goods and services of one seller
or group of sellers and to differentiate them from those of
competitors.

Meaning & Evolution of Brands

According to AMA, the key to create a brand, is to be
able to choose a name, logo, symbol, package
design, or other characteristic that identifies a
product and distinguishes it from others.
The different components of a brand that identify
and differentiate it are brand elements.
In fact, many practicing managers refer to a brand as
more than that as something that has actually
created a certain amount of awareness, reputation,
prominence, and so on in the market place.

Meaning & Evolution of Brands

Consider the variety of brand name strategies:

Some companies like General Electric and Samsung, use their

names for essentially all their products.
Other manufacturers assign new products individual brand
names that are unrelated to company name, like Cadburys
-Dairy Milk, 5-Star, clairs and also Procter and Gambles- Tide,
Pampers, Pantene etc.
Retailers create their own brand names- Big Bazaar, RG Kasat
etc..
Some companies have brand names based on peoples names,
like- Porsche automobiles, McDonalds, Ford etc..
Names of places such as- El Paso deodorant, British Airways,
etc..

Meaning & Evolution of Brands

Names based on animals like- Dove soap, Greyhound buses,
Kingfisher Airlines etc..
In the category of other we find Apple computers, Shell
petroleum etc..
Based on important features/attributes- Flair Writo-Meter, DieHard auto batteries, etc..
Other names that sound scientific, natural or prestigious likeIntel microprocessors, Lexus automobiles, & Compaq
computers.
Not just names but other brand elements like logos and symbols
also can be based on people, places, things, & abstract images.
In creating a brand, marketers have many choices about the
number and nature of the brand elements they use to identify
their products.

Role & Advantages of Brand

Role of Brand for Consumers:

Brand helps in identification of source of product

Brand assigns the responsibility to product maker
Brand reduces risk
It reduces search cost
It gives- promise, bond, or pact with maker of
product
It is a symbolic device
It is a signal of quality

Role & Advantages of Brand

Role of Brand for Manufactures:
Brand plays means of identification to simplify
handling or tracing
It is the means of legally protecting unique features
It is a signal of quality level to satisfy customers
It is a means of endow (award) products with unique
associations
It is a source of competitive advantage
It is a source of financial returns

Product Vs Brand
Product

A Product is anything we can offer to a market for attention,

acquisition, use, or consumption that might satisfy a need or
want.

Thus, a product may be a physical good like a cereal, laptops,

or automobile; a service such as an airline, bank, or insurance
company; a retail outlet like a department store, specialty store,
or supermarket; a person such as a political figure, a film star,
or a professional sports man; an organization like a non profit,
trade organization, or arts group; a place including a city, state
or country; or even an idea like a political or social cause.

The above stated is very broad definition of product.

Product Vs Brand
Product

1.
2.
3.
4.
5.

We can define 5 levels of meaning for a product:

(This is explained with an example of a Car)
The Core Benefit Level (Mode of transportation)
The Generic Product Level (Comfort and better mileage)
The Expected Product Level (Good looks, AC, Power
Steering, Power Windows etc..)
The Augmented Product Level (Built in Refrigerator, LCD
Display Screen, ABS etc..)
The Potential Product Level (Automatic drive, GPRS facility,
compatible for wide body parts etc..)

Product Vs Brand
Brand

Harvards Ted Levitt has argued that the new competition is not
between what companies produce in their factories but between what
they add to their factory output in the form of packing, services,
advertising, customer advice, financing, delivery arrangements,
warehousing, and other things that people value.

A Brand is therefore more than a product, because it can have

dimensions that differentiate it in some way from other products
designed to satisfy the same need.

What distinguishes a brand from its unbranded commodity

counterpart and gives it equity is the sum total of consumers
perceptions and feelings about the products attributes and how they
perform, about the brand name and what it stands for, and about the
company associated with the brand.

Product Vs Brand
Brand
Extending our previous example, a branded product may be a
physical good like Kelloggs Corn Flakes cereal, Dell laptops,
Ford automobiles; a service such as Kingfisher Airlines, ICICI
Bank, LIC Life Insurance; a store like Food basket, Reliance
Fresh, or Big Bazaar; a person like Rahul Gandhi, Amitab
Bachan, or Sachin Tendulkar; a place like the city of
Bangalore, Newyork, or London; an organization such as the
Reliance, Infosys, Wipro; or an idea like corporate
responsibility, free trade, or freedom of speech.

Product Vs Brand
Brand

The reality is that the most valuable assets many firms have
may not be tangible ones, such as plants, equipments, and real
estate, but intangible assets such as management skills,
marketing, financial, and operations expertise, and most
important is the brands themselves.

This values was recognized by John Stuart, CEO of Quaker

Oats from 1922 to 1956 who famously said, If this company
were to split up I would give you the property, plant and
equipment and I would take the brands and the trademarks and
I would fare better than you.

Branding
Meaning

Branding creates mental structures and helps consumers

organize their knowledge about products and services.

In a way it clarifies the consumers decision making and, in the

process, provides value to the firm.

The key to branding is that consumers perceive differences

among brands in a product category.

Creation of Brands

To brand a product it is necessary to teach consumers who

the product is by giving it a name.

The brand elements will help to identity the brand.

Firms should communicate what the product does and why

consumer should care.

Marketer should give label and meaning to the brand so that

consumer may recognize the brand and understand the
relevance of the brand to their needs.

Everything can be Branded

Can everything be brand?

Yes, branding can be done to- physical goods, services, retail
stores, online businesses, people, organizations, places, and
ideas etc.

Physical goods (products like Coca-Cola, Mercedes-Benz,

Nescafe, Sony, etc)

Services (services like- just dial, VRL, Kingfisher Airlines,

Professional couriers, etc)

Retail stores (like- Big Bazaar, Wal-Mart, Reliance fresh, etc)

Online businesses (make my trip, e-bay, Google etc)

Everything can be Branded

People (like- Sharukh Khan, Amithab Bachan, Narayan Murthy,

Barak Obama, etc)

Organizations (like- Infosys, IBM, Luftansa Airways, BEC, BECDOMS)

Places & Geographic Locations (like- New York, Las Vegas,

Bangalore, etc)

Ideas & Causes (like- AIDS ribbons, World Wild Life Fund, etc)

Strategic Brand Management

Process
Meaning
Strategic Brand Management involves the
design and implementation of marketing
programs and activities to build, measure,
and manage brand equity.

Strategic Brand Management

Process
Steps in Brand Management Process
1.
2.
3.
4.

Identifying and establishing brand positioning

Planning and implementing brand marketing
programs
Measuring and interpreting brand performance
Growing and sustaining brand equity

Strategic Brand Management Process

1.

Identify and Establish Brand Positioning & Values

Act of designing the companys offer and image so that it
occupies a distinct & valued place in target customers
mind
Mental Maps (visual depiction of different associations linked
to the brand in the minds of consumers).
Core Brand Associations (associations like attributes &
benefits that best characterize a brand)
Points-of-difference (a brand has over its competitors)
Points-of-Parity (alleviating/improving the concerns or
disadvantages)
Brand mantra (what a brand represents- brand essence or
core brand promise)

Strategic Brand Management Process

2.

Planning and Implementing Brand Marketing

Programs
Building brand equity requires creating a brand that
consumers are sufficiently aware of and with which they
have strong, favorable, and unique brand associations.
Mixing and matching of brand elements (such as brand
names, URLs, logos, symbols, characters, packaging, and
slogans etc)
Integrating brand marketing activities (choosing suitable
marketing activities & integrate the brand in all activities)
Leveraging secondary association (Influencing the
secondary entity which is associated with the brand to build
a better brand equity)

Strategic Brand Management Process

3. Measuring & Interpreting Brand Performance

Brand Audit (It is a comprehensive examination of a brand to

assess its health, uncover its sources of equity, and suggest
ways to improve that equity).
Brand Value Chain (It means to trace the value creation
process of brands)
Brand Equity Measurement System (It is a set of research
programs designed to provide timely, accurate, & actionable
information for marketers so that they can make the best
possible tactical decisions in the short run and the best
strategic decisions in the long run to manage their brand
profitability)
Brand Tracking (It is also similar kind of method like brand
equity measurement system)

Strategic Brand Management Process

4. Growing & Sustaining Brand Equity

Brand-Product Matrix (graphical representation of all the brand

& the products sold by the firm)
Brand Portfolios & Hierarchies (portfolio- means set of all
brands & brand line offered & hierarchy- means the number &
nature of common & distinctive brand components across
firms products)
Brand Expansion Strategies (managing brand equity over
geographic boundaries, cultures, and market segments)
Brand Reinforcement & Revitalization (managing brand equity
over time by continuously checking consumers responses to
marketing activities)

Strong Indian Brands

(Case Study)

Customer Based Brand Equity

Meaning

CBBE is the differential effect that brand knowledge has on

consumer response to the marketing of that brand.
A brand has positive CBBE when consumers react more
favorably to a product & its marketing activities compared with
an unnamed or falsely named version of the same product.
Positive CBBE also means that the customers are less
sensitive to price increases, withdrawal of advertising support
etc.

Customer Based Brand Equity

Model of CBBE

CBBE model provides a unique point of view as to what brand

equity is & how it should best be built, measured, & managed.
The basic premise of CBBE model is that the power of brand
lies in what customers have learned, felt, seen, and heard
about the brand as a result of their experiences over time.
The simplest way to illustrate what it means by CBBE is to
consider one of the typical results of product sampling or
comparison tests.
Ex: In blind tests, two groups of consumers sample a product.
One group knows which brand it is, other does not. The two
groups have different opinions despite consuming the same
product.

Customer Based Brand Equity

In many of CBBE tests conducted, it is found that consumers

perceptions of product performance are highly dependent on
their impressions of the brand that goes along with it.
In other words, clothes may seem to fit better, a car may seem
to drive more smoothly, the wait in a bank line may seem
shorter, and so on, depending on the particular brand.
This differential effect that brand knowledge has on consumer
response to marketing of that brand is known as Customer
Based Brand Equity (CBBE).

Customer Based Brand Equity

Sources

Customer-based brand equity occurs when the consumer has a

high level of awareness and familiarity with the brand and
holds some strong, favorable, and unique brand associations
in memory.
In some cases, brand awareness alone is enough to create
favorable consumer response.
In most of the cases, the strength, favorability, and uniqueness
of brand associations play a critical role in determining the
differential response that makes up brand equity.
Establishing a positive brand image in consumer memorystrong, favorable, and unique brand associations- goes handin-hand with creating brand awareness to build CBBE.

Customer Based Brand Equity

Brand Awareness:

It relates to Brand Recognition & Brand Recall.

Advantages:- Learning advantages, consideration advantages,
choice advantages.
Establishing Brand Awareness: In abstract, creating brand
awareness means increasing the familiarity of the brand
through repeated exposures.
More a consumer experiences the brand by seeing it, hearing
it, or thinking about it, the more likely he or she is to strongly
register the brand by seeing it, hearing it, or thinking about it,
the more likely he or she is to strongly register the brand in
memory.

Customer Based Brand Equity

Brand Image:

Creating positive brand image takes marketing programs that

link strong, favorable, and unique associations to the brand in
memory.
Consumers can form brand associations in a variety of ways
other than marketing activities: from direct experience; through
information from other commercial or from sources like
Consumer Reports or other media vehicles; from work of
mouth; and by assumptions or inferences consumers make
about the brand itself, its name, logo, or by assumptions or
identification with a company, country, channel of distribution,
or person, place, or event.

Brand Equity
Meaning & Sources
Customers subjective and intangible assessment of the
brand, above and beyond its objectively perceived value.

1.
2.
3.

Three key drivers of brand equity are

Customer brand awareness,
Customer brand attitudes,
Customer perception of brand ethics.

Brand Equity

1.
2.
3.

To begin with, we can divide all definitions available on brand

equity into following categories:
Cost Based;
Price-based; and
Consumer-based (CBBE).

Brand Equity Definitions

Brand Equity
Cost-based

Price-based

Historical cost method

Price premium method
Replacement cost method
Market Share Equalization
Market value method
method
Discounted cash flow method
Price-Premium at Indifference
Brand contribution method
Inter-brand method

Consumer-based

Brand Image Method

(Strong, favorable
& unique brand
associations)
Brand Awareness
(Brand recall & Brand
recognition)

Steps in Building Brands

1.

2.

3.
4.

CBBE model looks at building a brand as a sequence of

steps, The steps are as follows:
Ensure identification of the brand with customers and an
association of the brand in customers mind with a specific
product class or customer need.
Firmly establish the totality of brand meaning in the minds of
customers by strategically linking a host of tangible and
intangible brand associations with certain properties.
Elicit the proper customer responses to this brand
identification and brand meaning.
Convert brand response to create an intense, active loyalty
relationship between customers and the brand.

Steps in Building Brands

1.
2.
3.
4.

The four steps represent a set of fundamental question that

customers invariably ask about brands:
Who are you? (brand identity)
What are you? (brand meaning)
What about you? What do I think or fell about you? (brand
response)
What about you and me? What kind of association and how
much of a connection would I like to have with you? (brand
relationships)

Brand Building Block-Resonance

To provide some structure, six building blocks are established

in a pyramid.
The left side blocks represent a more rational route to brand
building and the right side blocks represent a more rational
route to brand building.

4. Relationships
What about you & me?
3. Response
What about you?
2. Meaning
What are you?
1. Identity
Who are you?

Resonance

Judgments

Feelings

Performance

Salience

Imagery

Intense
Active loyalty
Positive Accessible
reactions
Points of parity
And difference
Deep, broad
Brand Awareness

Salience, Judgments, Feelings, Performance,

Imagery, Resonance

Brand Salience: It measures awareness of the brand. Ex: how

often & how easily the brand is evoked (call to mind) under
various situations or circumstances.
Brand Performance: It describes how well the product or
service meets customers more functional needs. Ex:
Reliability, Durability, Serviceability etc.
Brand Imagery: It depends on the extrinsic properties of the
product or service, including the ways in which the brand
attempts to meets customers psychological or social needs.
Brand Judgments: These are customers personal opinions
about and evaluations of the brand. Ex: quality, credibility,
consideration, superiority.

Salience, Judgments, Feelings, Performance,

Imagery, Resonance

Brand Feelings: These are customers emotional responses

and reactions to the brand. Important brand-building feelings
are- warmth, fun, excitement, security, social approval, & selfrespect.
Brand Resonance: It describes the nature of this relationship
and the extent to which customers feel that they are in sync
with the brand. Ex: Harley-Davidson, Apple, Dell laptops etc.
Brand Resonance dimensions - Customer Loyalty,
Customer Attachment, Customer Community, & Customer
Engagement.

Brand Building Implications

1.
2.
3.
4.
5.

The CBBE model not only provides a road map & guidance
for brand building, but it also provides yardstick to measure
its progress.
The CBBE model reinforces a number of important branding
principles, 5 of them are particularly noteworthy.
Customers Own Brands
Dont Take Shortcuts with Brands
Brands Should Have a Duality
Brands Should Have Richness
Brand Resonance Provides Important Focus

Brand Building Implications

Important Branding Principles:

Customers Own Brands (strength of the brand is the way
consumers think, feel, & act with respect to that brand)

Dont Take Shortcuts with Brands (there are not shortcuts to

build brands)

Brands Should Have a Duality (it should appeal to both head

and the heart)

Brands Should Have Richness (it should have brand depth to

build strong consumer bonds)

Brand Resonance Provides Important Focus (marketers use

brand resonance as a goal to reach & means to interpret their
brand-related marketing activities.

David Aakers Brand Equity Model

Perceived
Value

Brand
Equity

Reduced Marketing costs

Trade Leverage (influence)
Create awareness etc.

Brand
Awareness

Anchor to which other can be attached

Familiarity liking
Signal of substance/ commitment

Perceived
Quality

Reason-to-buy
Differentiate / position
Price the brand
Build extensions

Brand
Associations

Help process / retrieve information

Differentiate / position
Reason-to-buy
Create positive attitude / feelings
Extensions

Other
Proprietary
Brand Assets

Competitive
Advantage

Provides value to
Customer by
Enhancing customers:
Interpretation/ processing
Of information
Confidence in the
purchase
Decision
Use satisfaction
Provides value to firm
By enhancing:
Efficiency & effectiveness
Of marketing programs
Brand loyalty
Prices / margins
Brand extensions
Trade leverage
Competitive advantage

David Aakers Ten Guidelines for Building Strong

Brands
1.
2.
3.
4.
5.
6.
7.
8.

Brand identity: (have an identity)

Value proposition: (emotional, symbolic, functional benefits)
Brand position: (proper positioning)
Execution: (execute communication programs)
Consistency over time: (consistent identity, position & execution)
Brand system: (exploit brand features and services)
Brand leverage: (extent brands & co-brands)
Tracking brand equity: (track- brand awareness, perceived quality,
brand loyalty, & especially brand associations)

9.
10.

Brand responsibility: (have someone in-charge of the brand)

Invest in brands: (continue investing in brands & building them)

Brand Identity
Meaning of Brand Identity
Brand Identity is defined as the sum of the brand expressed as
a product, organization, person, & symbol.
Brand as Product: It deals with the acceptance of the brand as a
product itself. Ex: Dalda, Nirma.
Brand as Organization: It emphasizes that a brand is successful
among other things because of organizational values it
upholds. Ex: Tata- Indica, Salt etc.
Brand as Person: It deals with the question what happens to
the brand when its becomes a person? Ex: Demin talc
(masculine), Sunsilk shampoo (feminine).
Brand as Symbol: It deals with heritage and what the brand
stand for. Ex: Nokia (hands shake).

Need for Identity & Positioning

The brand identity represent what the brand stands for and
imply a promise to customer from the organization members.

It helps to establish a relationship between the brand and the

customer by generating a value proposition involving
functional, emotional, or self-expressive benefits.

By positioning the brand occupies a distinct and valued place

in the target customers minds.

Positioning helps to create brand identity.

Dimensions of Brand Identity

The four dimensions of brand equity are:

The brand-as-product (product scope, product attributes,

quality/value, uses, users, country of origin)

The brand-as-organization (organizational attributes, local

versus global)

The brand-as-person (brand personality, brand-customer

relationship)

The brand-as-symbol (visual imagery/metaphors and brand

heritage)

Brand Identity Prism

Kapferers Brand Identity Prism
Picture of Sender
Physique

Personality

Culture

Relationship

Reflection

Self-image

Picture of Recipient

Brand Identity Prism

1.
2.
3.
4.
5.
6.

Brand Identity Elements:

Physique is the basis of the brand (The physique of Philips is
technology & reliability, while Tata, is trust)
Personality is what happens to a brand when it becomes a
person (Mortein mosquito repellent)
Culture symbolizes the organization, its country-of-origin
(Dabur & Zandu evoke Indian brands)
Relationship is the handshake between the consumer & the
organization (Relationship of Saffola edible oil is that of
Safety).
Reflection is the consumers perception of what the brand
stands for (Pepsi as a brand- reflects young values)
Self Image is what the consumer thinks of himself (benz
owner is telling himself that since he is one the best,
privileged, influential person, as he owns the best car in the
world)

Brand Positioning
Meaning

Brand positioning is the heart of marketing strategy.

It is the act of designing the companys offer and image so that
it occupies a distinct and valued place in the target customers
minds.
Good brand positioning helps to guide marketing strategy by
clarifying what a brand is all about, how it is unique and how it
is similar to competitive brands, and why consumers should
purchase and use it.
As the name implies, positioning means finding the proper
location in the minds of a group of consumers or market
segment, so that they think about a product or service in the
right or desired way to maximize potential benefit to the firm.

Point of Parity & Point of

Difference

1.
2.

The proper positioning requires establishing the

correct points of difference and points of parity
associations.
Points of Difference Associations
Points of Parity Associations

Points of Difference (PODs)

Points of difference (PODs) are attributes or benefits that

consumers strongly associate with a brand, positively
evaluate, and believe that they could not find to the same
extent with a competitive brand.
The classification can be either functional, performancerelated, or abstract, imagery-related.
The concept of PODs has much in common with several
other well-known marketing concepts (USP) and (SCA)
Unique Selling Proposition (USP)- Offering a distinctive or
unique product benefit. PODs are much related to USPs.
Sustainable Competitive Advantage (SCA)- It is some what
broader than PODs and are based on business practices. Ex:
HR policies, process patenting etc..

Points of Parity (POPs)

On the other hand, POPs are not necessarily unique to the

brand but may in fact be share with other brands.
There are two types of POPS: Category POPs & Competitive
POPs.
Category POPs: It represents minimally at the generic product
level & are most likely at the expected product level. Ex: A Bank
will not be considered a Bank truly unless it offers a range of
saving plans, deposit boxes, DD, ATMs, & other such services.
These may change over a period of time based on many
factors- technological, legal, consumer trends etc..
Competitive POPs: It firm should cover & provide all general
benefits which competitors are providing but may not be
specialized in the same area. Achieve advantages in some
other areas, where brand should be in strong & unbeatable
competitive position.

Positioning Guidelines

1.
2.
3.

The concepts of points of difference and points of parity can

be invaluable tools to guide positioning.
The two key issues in arriving at the optimal competitive
brand positioning are:
Defining & communicating the competitive frame of
reference
Choosing and establishing points of parity and points of
difference.
Updating positioning over time

Positioning Guidelines
1.

Defining & communicating the competitive frame

of reference

A starting point in defining a competitive frame of reference

for a brand positioning is to determine category membership
(with which set of products does the brand compete?)
The products category membership tells consumers about
the goals they might achieve by using a product or service.
Sometimes consumers know a brands category membership
but may not be convinced the brand is a true, valid member
of the category. Ex: Consumers may be aware that Sony
produces computers, but they may not be certain whether
Sony computers are in the same class as Dell, HP, &
Lenovo. Similarly for passenger car segments as well.

Positioning Guidelines
2. Choosing and establishing points of parity and
points of difference.

The two important considerations in choosing PODs are that

consumers find the POD desirable & that firm can deliver the
same.
Desirability criteria: (relevance, distinctiveness, believability)
Deliverability criteria: (feasibility, communicability,
sustainability)
One challenge for marketers is that many of the attributes or
benefits that make up the POPs or PODs are negatively
correlated. Ex: it might be difficult to position a brand as
inexpensive and at the same time assert that it is of highest
quality.

Positioning Guidelines
Examples of Negatively Correlated Attributes:

Low price vs. high quality

Taste vs. low calories
Nutritious vs. good tasting
Efficacious vs. mild
Powerful vs. safe
Strong vs. refined etc..

Strategies to Overcome Negative Correlated

Attributes:
1.
2.
3.

Separate the Attributes

Leverage Equity of Another Entity
Redefine the Relationship

Positioning Guidelines
3. Updating Positioning over Time
With established brands, competitive forces often dictate shifts
in positioning strategy over time.
LADDERING- PODs helps initial to position but latter it becomes
necessary to deepen the meaning associated with the brand
positioning. This can be done by following Maslows hierarchy
of needs theory (higher-level needs become relevant once
lower-level needs have been satisfied).
REACTING- Competitive actions are often directed at
eliminating points of difference to make them points of parity or
to strengthen or establish points of difference.
Here the strategies suggested are- Do

nothing, Go on the
defensive, & Go on the offensive.

Brand Value
Definition

Core Brand Values

Core Brand Associations: These are abstract association

(attributes and benefits) that characterize the 5 to 10 most

important aspects or dimensions of a brand.
Ex: In response to a Nike brand probe, consumers listed Tiger
Woods, Roger Federer, Michael Jordan, whom we could call
top athletes.
A Mental Map survey reveled the core brand associations of
MTV- fun & entertaining, young, hip & cool, popular, interactive,
live & immediate, lifestyle, music, informative, trusting, leader,
modern, popular etc..

Brand Mantras

Brand Mantra is an articulation (expression) of the heart and

soul of the brand, a short, three- to- five word phrase that
captures the undeniable essence or spirit of the brand
positioning.
Its similar to brand essence or core brand promise, and its
purpose is to ensure that all employees and external marketing
partners understand what the brand most fundamentally is to
represent to consumers, so they can adjust their actions
accordingly.
Ex: McDonalds brand philosophy of Food, Folks, and Fun
nicely captures its brand essence and core brand promise.
Nike- Authentic, Athletic, & Performance.
Disney- Fun, Family, & Entertainment.
Maggie Noodle- Swad-bhi, health-bhi, aur khushiya-bhi.

Internal Branding

Brand mantras point out the importance of internal brandingmaking sure that members of the organizations are properly
aligned with the brand and what it represents.
Positioning the brand internally is equally important when
compared to building & managing the brand equity with
customers.
Especially for service companies, its critical that all employees
have to up-to-date and deep understanding of the brand.
Ex: Disney holds seminars on the Disney Style of creativity,
service, and loyalty for employees from other companies.
It also helps to motivate the employees & also attract
customers. Ex: Intel ran an ad campaign showcasing its own
employees as heros.

Brand Audits
Brand Audit is a comprehensive examination of a
brand to discover its sources of brand equity.
To learn what consumers know about brands and
products so that the company can make informed
strategic positioning decisions, marketers should
first conduct a brand audit to profile consumer
knowledge structures.