Document - PBM Outlook

PRODUCT AND BRAND MANAGEMENT
PART 1 Submission
1. What do you mean by Product and Brand Management? Why is there a great demand of
Product and Brand Managers in current business scenario?
2. Briefly describe the below brand characteristic’s with suitable examples:-
a) Brand Logo - explain few changes which were successful and few which were disasters.
b) Brand Personality
c) Brand Personification
d) Brand Colour
e) Reference Groups
f) Brand Jingle
g) Brand Communication
h) Brand Positioning
1. What do you mean by Product and Brand Management? Why is there a great demand
of Product and Brand Managers in current business scenario?
product management focuses on designing the features of the products and services, whereas brand
management focuses on building the perception of the product or service in the minds of the target
audience. Product management works on creating value propositions that fetch tangible rewards.
Product & Brand Management Connection
Product management focuses on designing the features of the products and services, whereas brand
management focuses on building the perception of the product or service in the minds of the target
audience. Product management works on creating value propositions that fetch tangible rewards. On
the other hand, brand management emphasizes on creating an intuitive value proposition to improve
the way potential customers look at a product or service. Brand management caters to customers’
desires and experiences. However, it needs to be emphasized that to make any product a huge
success brand management cannot be ignored. There is no doubt about the fact that a product
and brand management certification is a worthy investment since there is an increasing demand
for product managers right now. On many sites, we see that product managers are referred to as
the “mini-CEOs” and very fittingly. They are responsible for ensuring that the lifecycle of a product
goes
seamlessly from product idea to its launch and beyond i.e. branding. It is branding that affects the
buying decision of consumers to a large extent. So, it certainly makes sense to know this facet in
today’s highly competitive age when new products are launched almost every day.
What Is Brand Personality?
The term "brand personality" refers to a set of characteristics that is attributed to a brand name.
An effective brand increases its brand equity by having consistent traits that resonate with one or
more consumer segments.
This brand personality provides a company with qualitative value in addition to those benefits
derived from the functional desirability of its products and/or services.
A brand personality is something to which the consumer can relate. If the consumer becomes a
regular customer, they may forge a strong relationship with the brand due to the brand
personality. They may even start to connect parts of their own personality with the brand
personality.
KEY TAKEAWAYS
Brand personality is a set of characteristics that is attributed to a brand name.
Companies should accurately define their brand personalities so that they resonate with their
target consumers.
A company's brand should aim to elicit a positive emotional response from a targeted consumer
segment.
The personal side of brand personality is especially important in the digital age of artificial
intelligence and automation.
Don't confuse brand personality with imagery, which consists of a company's creative assets.
1. Product and Brand Management- Product Management involves overseeing the lifecycle of a
product from conception to launch, and beyond. It includes market research, product development,
pricing, distribution, and promotion. Product managers ensure that the product meets market
demands and business goals. Brand Management focuses on building and maintaining a brand’s
image, reputation, and relationship with consumers. It involves creating strategies for brand
positioning, communication, and differentiation. Demand for Product and Brand Managers: Market
Competition: With increasing competition, businesses need strong managers to differentiate their
products and brands. Customer-Centric Approach: Modern businesses focus on customer satisfaction
and experience, requiring skilled managers to align products and brands with consumer needs.
Technological Advancements: Rapid technological changes require managers to innovate and adapt
products and branding strategies. Globalization: Expanding into new markets demands effective
product and brand management to cater to diverse audiences.
b) Brand Personality Definition: The set of human traits associated with a brand. Example: Harley-
Davidson has a rugged, rebellious personality, while Disney is seen as joyful and magical) Brand
Personification Definition: Giving human-like characteristics to a brand.
Example: The Geico Gecko personifies the Geico brand, making it more relatable and memorable.
d) Brand Colour
Impact: Colours evoke emotions and influence perceptions.
Example: Coca-Cola's red colour is associated with excitement and energy, while Tiffany & Co.'s blue
symbolizes luxury and elegance.
Reference Groups
Definition: Groups that influence a consumer’s attitudes and behaviours
. Example: Influencers on social media serve as reference groups, impacting their followers' brand
preferences and purchase decisions.
Brand Jingle
Definition: A catchy song or tune associated with a brand.
Example: McDonald's "I'm Lovin' It" jingle is widely recognized and reinforces the brand’s positive
image.
Brand Communication
Definition: The ways a brand conveys its messages to the audience
. Example: Nike’s "Just Do It" campaign uses various communication channels to inspire and motivate
consumers.
) Brand Positioning
Definition: How a brand is perceived in the minds of consumers relative to competitors.
Example: Volvo positions itself as the safest car brand, differentiating from other car
manufacturers by emphasizing safety features.
These elements collectively contribute to a brand’s identity, influencing consumer perception and
loyalty.

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PRODUCT AND BRAND MANAGEMENT

2. Briefly describe the below brand characteristic’s with suitable examples:-

Product & Brand Management Connection

What Is Brand Personality?

Brand personality is a set of characteristics that is attributed to a brand name.

Impact: Colours evoke emotions and influence perceptions.

Definition: Groups that influence a consumer’s attitudes and behaviours

Definition: A catchy song or tune associated with a brand.

Definition: The ways a brand conveys its messages to the audience

Definition: How a brand is perceived in the minds of consumers relative to competitors.

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