brand management

BRANDBRANDMANAGEMENTMANAGEMENT

TABLE OF CONTENTSTABLE OF CONTENTS Brand .Brand . Brand Equity.Brand Equity. Brand ChallengesBrand Challenges a) Brand Decisiona) Brand Decision b) Brand Sponsor Decisionb) Brand Sponsor Decision c) Brand Name Decisionc) Brand Name Decision d) Brand Strategy Decisiond) Brand Strategy Decision e) Brand Repositioninge) Brand Repositioning ConclusionConclusion

WHAT IS BRAND?WHAT IS BRAND?

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

Examples:-Examples:-

Brand can convey up to six levels Brand can convey up to six levels of meaning:-of meaning:-

1)1) Attributes: A Brand brings to Attributes: A Brand brings to mind certain attributes.mind certain attributes.

Example:- MercedesExample:- Mercedes

2)2) Benefits: Attributes must be Benefits: Attributes must be translated into functional and translated into functional and

emotional benefits.emotional benefits.

Example:- MercedesExample:- Mercedes

3)3) Values: The Brand also says Values: The Brand also says something about producer valuesomething about producer value..

Example:-Example:-

4)4) Culture: The Brand may Culture: The Brand may represent a certain culture.represent a certain culture.

Example:- HimalayaExample:- Himalaya

5)5) Personality: Brand Personality: Brand projects a certain projects a certain

personality.personality.

6)6) User: The brand suggest the User: The brand suggest the kinds of the consumers who kinds of the consumers who

buys or uses the product.buys or uses the product.

Example:-Example:- Scooty PepScooty Pep

Brand EquityBrand EquityIt is the positive differential effect It is the positive differential effect that a known brand name has on that a known brand name has on

customer response to the product or customer response to the product or service.service.

Example:- IBMExample:- IBM

Branding Branding ChallengesChallenges

The key decisions are:-The key decisions are:-

Branding Decision:- To brand or not to brandBranding Decision:- To brand or not to brand

Brand Sponsor DecisionBrand Sponsor Decision

A manufacturer have several option w.r.t A manufacturer have several option w.r.t brand sponsorship.brand sponsorship.

The product may be launched as aThe product may be launched as a MANUFACTURER BRAND.MANUFACTURER BRAND.

Example:- IBM , Kelloggs , Wadias , Example:- IBM , Kelloggs , Wadias , Ambani’s.Ambani’s.

Distributor Brand (reseller, Distributor Brand (reseller, store, house or private store, house or private

brand)brand)

Example:- Bata Shoes and Socks, Example:- Bata Shoes and Socks, Khadi Gram Udyog.Khadi Gram Udyog.

Licensed BrandLicensed Brand

The manufacturer also produce some The manufacturer also produce some outputs under its own name and outputs under its own name and some under reseller labels.some under reseller labels.

Example:- Whirpool –Kenmore, Lenovo Example:- Whirpool –Kenmore, Lenovo –Esys.–Esys.

Brand Name DecisionBrand Name Decision

There are four strategies available:-There are four strategies available:-

1)1) Individual Names.Individual Names.

2)2) Blanket Family nameBlanket Family name

3)3) Separate Family Name.Separate Family Name.

4)4) Company Trade Name Combined Company Trade Name Combined with Individual Product Name.with Individual Product Name.

Individual Names:-Individual Names:- Company can Company can use this policy because if product use this policy because if product fails or appear to have low quality, fails or appear to have low quality, the company's name or image is the company's name or image is

not hurt.not hurt.Example:- H ULExample:- H UL

Blanket Family Blanket Family Name:-Name:-Company can use this policy Company can use this policy because development cost is less.because development cost is less.Example:- Bajaj , Godrej , Kissan.Example:- Bajaj , Godrej , Kissan.

Separate Family Name:-Separate Family Name:- Where a company produce quite Where a company produce quite

different product, it is not different product, it is not desirable to use one blanket family desirable to use one blanket family name. Different family names for name. Different family names for different quality lines within the different quality lines within the

same product linesame product line

Example:- Tata, Mead Example:- Tata, Mead Johnson- ‘Nutriment’ & Johnson- ‘Nutriment’ &

‘Metrecal’‘Metrecal’

Company Trade Name Company Trade Name Combine with Individual Combine with Individual

Product NameProduct Name

Example:- Maruti, Kelloggs, Example:- Maruti, Kelloggs, J&J.J&J.

Brand Strategy DecisionBrand Strategy Decision:-:- A A company has five choices when it comes company has five choices when it comes

to Brand strategy.to Brand strategy.

The company can introduce:- The company can introduce:-

1)1) Line extensions.Line extensions.

2)2) Brand extensions.Brand extensions.

3)3) Multi Brands.Multi Brands.

4)4) New BrandsNew Brands

5)5) Co Brands Co Brands

Line Extension:-Line Extension:- Line extensionLine extension consist of introducing additional consist of introducing additional items in the same product category items in the same product category and the same brand name ,such as and the same brand name ,such as New Flavors , Forms , Colors , New Flavors , Forms , Colors , Added Ingredients and Package Added Ingredients and Package Size.Size.

Example: Dove , Lux , HajmolaExample: Dove , Lux , Hajmola

Brand Extension:-Brand Extension:- A company A company may use its existing brand name to may use its existing brand name to

launch new products in other launch new products in other categories.categories.

Example:- BAJAJExample:- BAJAJ

Multi Brands :- Multi Brands :- A A company company will often introduce additional will often introduce additional

brands in the same product brands in the same product category.category.

Example:- H UL SoapsExample:- H UL Soaps

New Brands:-New Brands:- When a company When a company launches product in new category , launches product in new category , it may find that none of its current it may find that none of its current

brand name are appropriatebrand name are appropriate..Example:- TIMEXExample:- TIMEX

Co Brands:-Co Brands:- When two or more When two or more well known brands combined in an well known brands combined in an offer. Co branding take variety of offer. Co branding take variety of

formsforms:-:-1) Ingredient Co branding1) Ingredient Co branding

Example:- COMPAQ ComputersExample:- COMPAQ Computers

2) Same Company Co 2) Same Company Co Branding:-Branding:-

Example:- Example:-

3)3) Joint Venture Co BrandingJoint Venture Co BrandingExample:-Sony EricssonExample:-Sony Ericsson

Brand Repositioning:-Brand Repositioning:- However However well a brand is currently positioned , well a brand is currently positioned , the company may have to reposition the company may have to reposition it later when facing new competitors it later when facing new competitors or changing customers preferences.or changing customers preferences.

Example:- 7UP, LifebouyExample:- 7UP, Lifebouy

CONCLUSIONCONCLUSION

THANK U !!!!! THANK U !!!!! &&

ANY ANY QUERIES ????QUERIES ????