Brand Management

A word of warning:

• You are already a brand - - good or bad

• If you don’t actively define your brand,

your brand as it is now will define you!
 What is a Brand?

Identifies
product/service
Name of seller and Design
differentiates from
competitors

Keller, Kevin Lane. Strategic Brand Management:

Building, Measuring, and Managing Brand Equity. 1998.
 What is a brand?

A brand is the summation of all the

perceptions, experiences and beliefs
associated with a product, service, or entity
that make it distinct.
A brand is the name and symbols that identify:
✔ The source of a relationship with the consumer
✔ The source of a promise to the consumer
✔ The unique source of products and services
✔ The single concept that you own inside the mind of the prospect
✔ The sum total of each customer’s experience with your orgn.
 A BRAND is not...

• Product attributes
• Advertising campaigns
• Direct mail
• The latest marketing strategy
• The latest marketing research
• Sponsorship of the X games
All of the strategy, designing, communication efforts,
executions, internal struggles, stories, vision for the firm, and
customer experiences with your products and services that
become represented in memory over time are folded into the
BRAND
 Brand Elements

• Basic elements
include…
– Brand Name
– Logos and Symbols
– Web address-URLs
– Characters
–

Keller (2008) Chapter 4

 Brand Elements

• Basic elements
include…

– Packaging

– Music

– Slogans
https://www.youtube.com/watch?v=WGWGILcTMFo

Keller (2008) Chapter 4

Putting it all together…

• Brand Identity
The common element sending a single message amid
the wide variety of its products, actions and
communications
- Kapferer (2007)
Brand Identity

Brand identity is a combination of visual, auditory,

and other sensory components that create
recognition, represent the brand promise, provide
differentiation, create communications synergy,
and are proprietary.

It is the marketer’s promise to give

a set of features, benefits and
services consistently
 Benefits of Brands

• Consumers
– Identification of the 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
 Benefits of Brands

• Manufacturers
– Means of identification to simplify handling or
tracing
– 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
 A Brand is More Than a Product

Integrate everything
Organizational
you do that relates to associations
the product around a Symbols
core idea.
Brand
Brand Country of Scope
Personality
origin
Attributes
Uses
Product Brand/customer
Quality/value
relationships
Functional
User benefits Self-
Imagery
expressive
benefits
Emotional
benefits
 Brand & Branding

• It’s the marketing practice of

creating a name, symbol or
design that identifies and
differentiates a product from other
products.

• “Branding is the art of aligning

what you want people to think
about your company with what
people actually think about your
company.”
 Branding

Process of creating a brand image that

engages the hearts and minds of
customers

The creation, development and maintenance of a

mutually-valuable relationship with a strategically
selected group of customers, through the medium of a
fresh and compelling elaborated proposition that is
delivered consistently over time.
Brand Portfolio

Brand portfolio is the mix of brands and sub-

brands owned by an organization. This
portfolio should be actively managed to
ensure effective, efficient brand management.
Brand Architecture (or Brand Structure)

It is how an organization organizes the various

named entities within its portfolio, and how they
relate to each other. Ideally, the brand architecture is
simple, with no more than two levels: brand and
subbrands. In fact, brand/subbrand is the type of
architecture most often used.
A subbrand is a new brand that is combined with a
parent or corporate brand in the brand identity
system. The subbrand can make the parent brand
more vital and relevant to a new consumer segment
or within a new product category.
Brand Knowledge

Thoughts Feelings

Knowledge

Beliefs Images

Experiences
Brand Knowledge
 Brand Audit - Inventory & Exploratory

• Brand inventory (supply side)

• Brand exploratory (demand side)
 Types of brands

• Product Brands
• Service Brands
• e-brands
• Media Brands
• Not-for-profit Brands
• Nation Brands
• Government Brands
• Global Brands
• Organization Brands
 Organization and Brand Drivers

• Organizational Drivers
– Mission
– Values
– Story
• Brand Drivers
– Principle
– Personality
– Associations
The magical science of storytelling -16.44s
https://www.youtube.com/watch?v=Nj-hdQMa3uA
 Story questions…

• Who are we?

• Where did we come from?
• Where are we going?
• What are we doing here?

• The story shows the organization and

brand drivers in action for the TA
 A Brand lives or dies:

• Not in the mind of the Company

• Not in the mind of the CEO

• But in the mind of the prospects!

 What “brand” means

• A perception resulting from experiences with,

and information about, a company or a line of
products
• Exists only in people’s hearts and minds
• Differentiates products from competitors
• Makes a promise to customers
 WHAT IS A BRAND REPORT CARD?

Recognizes strengths & weaknesses

Identify areas of improvement

Competitive Benchmarking

https://www.slideshare.net/PragyaSancheti/the-brand-report-card
1. Benefits Customer Desire: FEE-Functional, Economic, Emotional
Eg.-Patanjali (Ayurvedic, Made in India, Less Price)
2. Relevant: Stay on the leading edge in the product arena and tweak
intangibles to fit the times, if required. Eg.- KFC veg, McVeggie
3. Pricing: Pricing on consumers perception of value Eg.-Starbucks,
TATA-Himalayan & Tata Water+
4. Positioning: Occupy particular niches in consumers mind (Target,
POP vs POD) Eg.- Royal Enfield, Maggi
5. Consistency: Balance between continued Marketing activities and
change to stay relevant. Eg. Amul, Kitkat
6. Portfolio & Hierarchy: that makes sense to have different brands for
different market segments. Eg.- HUL, TATA product
7. Marketing activities to build brand equity. Eg.- CocaCola
8. Understanding what brands mean to consumers
9. Sustained Support: Awareness (depth & breadth) + Association in
Memory(Strong, Favourable & Unique)
10. The Value of Balance: Brand Equity Management System
 The Brand Promise

• Essence of a brand is a promise

• Brand management = managing customer expectations

• Don’t make promises you can’t deliver

Only [brand name] delivers [benefit] in [product or service

category]. Sometimes, with corporate brands, it is stated as:
[Brand name] is the (trusted/quality/innovative) leader in
[benefit] in the [product or service category].
Brand Promise

To be successfully positioned in the market place, a brand must

promise differentiated benefits that are relevant and compelling
to the consumer. The benefits can be functional, experiential,
emotional or self-expressive.

The basic proposition of our business is simple, solid and

timeless. When we bring refreshment, value, joy and fun to our
stakeholders, then we successfully nurture and protect our brands,
particularly Coca-Cola. That is the key to fulfilling our ultimate
obligation to provide consistently attractive returns to the owners
of our business.
Brand Promise

A brand promise must:

✔ Address important consumer needs
✔ Leverage your organization’s strengths
✔ Give you a competitive advantage through differentiation
✔ Inspire, energize, and mobilize your people
✔ Drive every organizational decision, system, action, & process
✔ Manifest itself in your organization’s products and services
 Visually, the brand promise should
drive, or at least be congruent with,
Brand Promise each of the five star points

Mission, Vision &

Strategy

Values & Communication

Behaviors
Brand
Promise

Products & Operations, Systems &

Services Logistics
Brand Essence

This is the heart and soul of a brand—a brand’s

fundamental nature or quality.

Usually stated in two to three words, a brand’s

essence is the one constant across product
categories and throughout the world.
What is brand essence?

• Brand essence determines the corporate vision.

• Without brand essence we can not communicate the brand.
• What comprises the brand essence?
• Brand personality: sincerity, excitement, competence,
sophistication, toughness ...
• Character: honesty, trustworthy, helpful, ethical, caring,
educating ...
• Relationships: in the industry, with customers, with suppliers ...
• Image: consistent (standardized easily recognizable "look"),
caring, sophisticated ...
• Brand position: first, unique, credible, differentiated from
competition
• Clarity of brand essence allows for consistency in corporate
vision and promotion of the corporate brand
 Brand Mantra

• The words that capture the brand’s essence

Nike: “Authentic athletic performance.”
Disney: “Fun family entertainment.”

[Brand mantra should] define the category of business for the

brand and set brand boundaries. It should also clarify what is
unique about the brand. It should be memorable. As a result it
should be short, crisp and vivid in meaning. Ideally, the brand
mantra would also stake out ground that is personally meaningful
and relevant to as many employees as possible.
Brand Personality

Brand personality refers to adjectives that

describe the brand (such as fun, kind, sexy, safe,
sincere, sophisticated, cheerful, old fashioned,
reliable, progressive, etc.).
Dimensions of Brand Personality…

“Sets of human characteristics associated with a brand” – J Aaker (1997)

Brand Image

Brand image is the totality of perceptions

resulting from all experience with and
knowledge of the brand. It is how consumers
perceive the brand.
Some Brand Attribute and Image Dimensions

Attributes Image Dimensions

• Flavor/taste • Color Reliable—unreliable
• Ingredient
Caffeine • Style Old—young
content • Comfort Technical—nontechnical
• Price • Freshness Sensible—rash
• Packaging • Construction Interesting—boring
• Size material Creative—noncreative
• Calories • Availability Sentimental—nonsentimental
• Brand name • Serviceability Impulsive—deliberate
• Sweetness • Compatibility Trustworthy—untrustworthy
• Weight • Energy efficiency Conforming—rebellious
• Warranty • Instructions Daring—cautious
• Durability • Automation Forceful—submissive
• Convenience • Ease of Use Bold—timid
Sociable-unsociable
Brand Associations

Brand associations are anything a consumer

associates with the brand in his or her mind.

These associations could be organizational,

product related, symbolic, or personified.
 6 Facets of Brand Identity
Sender

Physique Personality
Externalisation

Internalisation
Relationship Culture

Reflection Self-Image

Receiver Kapferer (2007)

1.Physique - An exterior tangible facet communicating physical
specificities, colour, form and brand qualities. Physique is the
starting point of branding and therefore it forms the brands
backbone.
2.Personality - An internal intangible facet which forms the
character, soul and brand personality which are relevant for
brands.
3. Culture - An internal intangible facet to integrate the brand into
the organization which is essential in differentiating brands.
4. Relationship - An exterior facet with tangible and intangible
areas, and defines the behaviour that indentifies the brand - the
way the brand connect to its customers.
5. Reflection - An external intangible facet reflecting the customer
as he or she wishes to be seen as a result of using a brand. So
called: the target outward's mirror.
6. Self-image - An external intangible facet reflecting the customer
attitude towards the brand. These inner thoughts connect personal
inner relationship with the brand. So called: the target internal
mirror
BRAND
IDENTITY PRISM
 Consumer Memory

• How are Brands represented in memory?

• How does that Brand information get into memory?

• How do customers make decisions based on brand

information?

Brand as a Reflection of the Past

Brand as a Direction for the Future

 Memory
• Memory critical to information processing
– Brand equity: (formally) defined as the differential
effect of brand knowledge on consumer response to
the marketing of a brand.
– Informally, the unique knowledge that a particular
customer has about your brand compared to your
competitors
– In particular, the favorability, strength and uniqueness
of brand associations play a crucial role in determining
the differential response (Keller, 1983)
Question: If you and a competitor
have two attribute identical products,
how does a potential customer choose
between them?
 How do these associations get formed?

• Marketing communications
• Experience with the brand
• Reference groups
– Family and friends
– Online and offline research
• Personal cogitation – Brands as self-representation
• Implicit processing of Brand information
 The Customer/Brand Challenge

• In this difficult environment, marketers must

have a keen understanding of:
– customers
– brands
– the relationship between the two

Brands create perceived value

in order to differentiate the
product or service in the eyes
of the consumer
 The Concept of Brand Equity

• The brand equity concept stresses the

importance of the brand in marketing
strategies.
• Brand equity is defined in terms of the
marketing effects uniquely attributable to the
brand.
Brand equity relates to the fact
that different outcomes result in
the marketing of a product or
service because of its brand name,
as compared to if the same product
or service did not have that name.
 Sources of Brand Equity

CBBE

Brand Awareness Brand Association

Strength Favourability Uniqueness

 Sources of Brand Equity

• Strength
– Personal Relevance of the brand and the Consistency
with which the brand is presented over time can
strengthen the brand association. More deeply a
person thinks about product information and relates it
to existing brand knowledge, stronger is the resulting
brand association.
 Sources of Brand Equity

• Favourability
– Favourable association for a brand are those
associations that are desirable to consumers,
successfully delivered by the product, and conveyed
by the supporting marketing program. Is higher when a
brand possesses relevant attributes and benefits that
satisfy consumer needs and wants.
–
 Sources of Brand Equity

• Uniqueness
• The uniqueness of the brand gives consumers a
compelling reason why they should prefer this brand than
the others.
• “Unique selling proposition” of the product.
• Provides brands with sustainable competitive advantage.
 Sources of Brand Equity

• How to create Brand Association ?

– Brand positioning strategy which give
unique, meaningful points of differences to
the brand to provide a competitive
advantage and a reason why consumers
should buy
 Building
Customer-Based Brand Equity
• Building a strong brand involves a series of
steps as part of a “branding ladder”
• A strong brand is also characterized by a
logically constructed set of brand “building
blocks.”
– Identifies areas of strength and weakness
– Provides guidance to marketing activities
CBBE
 Brand Positioning

• Define competitive frame of reference

– Target market
– Nature of competition

• Define desired brand knowledge structures

– Points-of-parity
• necessary
• competitive
– Points-of-difference
• strong, favorable, and unique brand associations
Keller (1993), “Conceptualizing, Measuring and Managing Customer-Based
Brand Equity,” Journal of Marketing, 57(1), pp. 1-29
 Choosing PODs

• Relevance
– Target consumers must find the POD personally
relevant and important

• Distinctiveness
– Target consumers must find the POD distinctive
and superior

• Believability
– A brand must offer a compelling and credible
reason for choosing it over the other options
 Positioning Criteria

• Point of Parity

– Associations that are not necessarily

unique to the brand but may in fact be
shared by other brands
Category: attributes that are required to include your product as
a member of that category
Competitive: POP that negate your competitors PODs

Keller et al. (2002), “Three Questions you Need to Ask About Your Brand,”
Harvard Business Review 80(9), pp. 80-89
 Putting them together…

• First POPs
– A brand does not have to be seen as literally
equal to competitors, but consumer must feel
that it does “good enough” on a a particular
attribute or benefit.

• Then PODs
– Consumers can then base their evaluation on
other attributes potentially more favourable to
the brand
Measuring Brand Equity

Brand Audits
(health of brand)

Brand Tracking
(over time)

Brand Valuation
(financial worth)
 Brand Equity
Reduced marketing
costs
Trade leverage
Attracting new
Brand
Brandloyalty
loyalty customers
• Create awareness
• Reassurance Provides value to
Time to respond to customer by
competitive threats enhancing
customer’s:
• Interpretation/
processing of
Anchor to which information
other associations can
• Confidence in the
be attached
purchase decision
Brand Familiarity-liking • Use satisfaction
Brand loyalty
awareness Signal of substance/
commitment
Brand to be
considered

Brand
Brandequity
loyalty
 Brand Equity cont.

Brand
Brandequity
loyalty Reason-to-buy
Differentiate/position
Perceived
Brand loyalty Price Provides value to
quality
Channel member firm by enhancing:
interest • Efficiency and
effectiveness of
Extensions marketing programs
• Brand loyalty
• Prices/margins

Help process/ retrieve • Brand extensions

information • Trade leverage

Reason-to-buy • Competitive
Brand
Brand loyalty advantage
associations Create positive
attitude/feelings
Extensions

Other
proprietary Competitive advantage
Brand loyalty
brand assets
 Brand Architecture
Brand architecture defines both brand boundaries (which
different products should share the same brand name?) and
brand complexity (How many variations of that brand name
should we employ?)

The role of defining brand strategies and brand architecture

is twofold:

Clarify-Brand Awareness: Improve consumer understanding

and communicate similarity and differences between
individual products.

Motivate-Brand Image: Maximize transfer of equity to/from

the brand to individual products to improve trial and repeat
purchase.
Product Line-Brand Matrix
Multibrands/ New Brand/
NEW
Flanker Brand Diversification
P&G-Tide & Ariel
Brand CC & ThumsUp
Name
Line Brand
Extension Extension
EXISTING
IBM PCs-Laptops Nike shoes and
Dove soap-shampoo Nike casuals

EXISTING Product Line NEW

Multibrands- Different brand name – same product

Brand Extn- Same brand name, new product line. Concept of congruence
Line Extn- Same brand name, different product in the same product line.
Sub-brand- Creating new brands which are part of the parent brand family –
expressed as suffixes of the parent brand. Apple ipod, ipad, iphone, itv
Many sub-brands, each linked to a common brand, then the common brand is
known as the Umbrella brand/parent Brand
The new product is called a spin-off. Organizations use this strategy to
increase and leverage brands.
 Brand/Line Extension – Eg

 Wipro which was originally into computers has

extended into lighting, shampoo, powder, and soap.

 Mother Diary – no longer famous for Dairy Milk Only –

but for diary processed items like Ice-Creams, Yogurt,
etc

 Rasna Ltd. - Is among the famous soft drink

companies in India. But when it tried to move away
from its niche, there was little success. When it
experimented with fizzy fruit drink “Oranjolt”, the brand
bombed even before it could take off.
 Brand Portfolio

Brand portfolio is the mix

of brands and sub-
brands owned by an
organization.

This portfolio should be

actively managed to
ensure effective, efficient
brand management.
 Co-Branding

• Co-branding: practice of
combining two strong
brands, perhaps owned
by different companies, to
sell a product
• Example: Compaq
computer company teams
with AMD processors
Components of Destination
Branding

Destination Branding is not

only about the logo or slogan.

It incorporates many
components that work
together to form the
destination brand concept.

Their management is part of

the brand strategy.

The components are identity,

image, personality, essence
or soul, character and culture.
https://belovedbrands.word
press.com/tag/brand-dna/
 Brand Index

 Brand Elements  Brand Image

 Brand Identity  Brand Association
 Brand Identity Prism  Brand Positioning
 Brand Knowledge  Brand Equity
 Brand Audit – Inv./Expl.  Brand Conviction
 Brand Report Card  Brand DNA
 Brand Promise  Brand Culture
 Brand Essence  Brand Architecture
 Brand Mantra  Brand Portfolio
 Brand Personality  Brand Name
 Brand Tracking  Brand Awareness
 Brand Valuation  Co-Branding
Also refer to Brand Glossary –pdf file
https://www.brandchannel.com/brand-glossary/