Brand

Management
Group 5
 BRAND V/S PRODUCT

Brand Product
A brand is a “name, term, sign, symbol, or A product is anything we can offer to a
design, or a combination of them, intended market for attention, acquisition, use, or
to identify the goods and services of one consumption that might satisfy a need or
seller or group of sellers and to differentiate want. Thus, a product may be a physical
them from those of competition. good,a service,a retail outlet,a person,an
organization etc
 BRAND V/S PRODUCT

PHYSICALITY 01
PHYSICALITY
Products are entities that you can touch and engage with. Products are entities that you can touch and engage with.

PURPOSE 02 PURPOSE
Products are designed to serve a purpose addressing needs Brands on the hand aim to establish a bond with
or problems, with distinct features and advantages. consumers.

UNIQUENESS 03 PHYSICALITY
Brands possess an essence that is challenging to duplicate.
Products can be easily replicated by competitors.
Emotional and reputation cultivated over time that is difficult
to copy.

VALUE PROPOSITION 04 VALUE PROPOSITION

Products offer utility by solving problems or meeting Brands provide value through connections that resonate with
needs. individuals. It fosters a feeling of connection, a sense of
affiliation, with an identity and the assurance of an
encounter.
CRITERIA FOR CHOOSING Memorability
BRAND ELEMENTS - Brand elements that promote high brand awareness are
memorable and attention-getting.
- They facilitate recall or recognition in purchase or
consumption settings.
- Example: Blue Rhino propane gas cylinders with a powder-
blue animal mascot and distinctive yellow flame

Meaningfulness:
- Brand elements convey general or specific information
about the product.
- Descriptive meaning suggests the product category, needs
satisfied, or benefits supplied.
- Persuasive meaning suggests particular attributes or
benefits of the brand.
- Important for brand image and positioning.

Likability:
- Customers find the brand element aesthetically appealing.
- Visual, verbal, and other aspects contribute to likability.
- Brand elements can be rich in imagery and inherently fun
and interesting.
CRITERIA FOR CHOOSING Transferability:
BRAND ELEMENTS
- Measures how well the brand element contributes to brand
equity for new products or in new markets.
- Considerations:
- Flexibility for line or category extensions.
- Ability to transcend geographic boundaries and market
segments.
- Cultural and linguistic qualities influence transferability.

Adaptability:
- Considers the ability of brand elements to evolve over time.
- More adaptable elements are easier to update to remain
contemporary.
- Example: Logos and characters can be redesigned to
appear modern and relevant.

Protectability:
- Considers the legal and competitive protection of the
brand element.
- Marketers should choose elements that can be legally
protected internationally.
- Elements should be formally registered and defended
against unauthorized use.
CBBE Model
The CBBE model includes six key
components:
1. Brand Salience: Brand awareness and
relevance.
2. Brand Performance: Meeting functional
needs and delivering quality, reliability, and
service.
3. Brand Imagery: Intangible associations like
personality and heritage.
4. Brand Judgments: Evaluations of quality,
credibility, and superiority.
5. Brand Feelings: Emotional responses and
connections.
6. Brand Resonance: Relationship and loyalty
levels, including behavioral loyalty and
attitudinal attachment.
 BRAND BUILDING
PROCESS

Brand Brand
Meaning Responses
Brand
Identification Linking tangible and Evoking positive Brand
intangible brand reactions aligned with Relationships
Establishing brand associations, defining the brand's values and
awareness and Cultivating brand resonance
what the brand positioning to foster
association, ensuring by creating deep emotional
stands for and loyalty and
customers recognize connections, fostering loyalty
represents. engagement. and advocacy through
the brand easily.
meaningful interactions and
experiences.
 BRAND REINFORCEMENT
STRATEGIES
Maintaining Brand Protecting Brand Fortifying versus Fine-Tuning
Consistency Equity Leveraging Marketing Program

The most It's important to

Striking a balance Adapting the
important
preserve and marketing program
consideration in between
defend existing involves continuous
reinforcing brands fortifying brand
sources of brand evaluation and
is consistency in equity and
equity while also adjustment of
the nature and leveraging it for
looking for tactics to maintain
amount of
opportunities to financial gain is brand relevance
marketing support
enhance them. crucial. and effectiveness.
the brand receives.
BRAND REVITALISATION
STRATEGIES
Improving Brand Image
Improving Brand Image involves revitalizing the perception
and associations consumers have with a brand. This often
requires strategic changes to enhance positive
associations, neutralize negative ones, and create new
favorable perceptions, Improving brand image involves:

Identifying target market segments, which may include

retaining vulnerable customers, recapturing lost ones,
targeting neglected segments, or attracting new
customers.
Repositioning the brand by establishing more
compelling points-of-difference or parity on key image
dimensions, such as modernizing the brand's image,
personality, or usage situations to stay relevant.
Changing brand elements like the name, logo, or
packaging to convey new information or signal a shift
in strategy, which can enhance recall and reflect
evolving marketing approaches.
BRAND REVITALISATION
STRATEGIES
Expanding brand awareness
Expanding brand awareness involves broadening
consumers' understanding and recognition of a
brand, ensuring it's not narrowly associated with
specific contexts.

Identifying Additional or New Usage

Opportunities: Marketers can communicate the
benefits of using the brand more frequently in
existing or new situations and provide reminders
to consumers.

Identifying New and Completely Different Ways

to Use the Brand: Another approach is to
discover entirely new applications for the brand.
This could involve showcasing alternative uses
for the product and promoting
LEVERAGING PROCESS
Leveraging Secondary Brand Association
Brand leveraging involves associating a brand with other entities such as
people, places, or events to create new associations or reinforce existing
ones.
Creation of New Brand Associations: Linking a brand to another entity
can lead consumers to form mental associations between the brand and
that entity.
Effects on Existing Brand Knowledge: Brand leveraging not only creates
new associations but also affects existing ones.

Factors Affecting Brand Leveraging:

Several factors determine the extent to which brand leveraging is
successful:
1. Awareness and knowledge of the entity: Consumers must be aware of
and knowledgeable about the entity for associations to transfer to
the brand effectively.
2. Meaningfulness of the entity's knowledge: The associations,
judgments, or feelings evoked by the entity must be relevant and
meaningful for the brand.
3. Transferability of the entity's knowledge: The strength of the linkage
between the entity and the brand determines how strongly the
knowledge associated with the entity becomes linked to the brand.
LEVERAGING PROCESS
Ways to link secondary brand associations
to a brand:
Company: Brands can be associated with the parent company or
existing brands through strategies like creating a new brand,
modifying an existing one, or combining both.
Country of Origin: Brands can leverage associations with the
country of origin to communicate quality, expertise, or a certain
image.
Distribution Channels: Retailers' brand images can affect a brand's
equity, influencing perceptions based on where it's sold.
Co-branding: Brands can team up with others to create unique
products, leveraging each other's strengths.
Ingredient Branding: Brands can gain credibility by incorporating
branded ingredients.
Licensing: Firms can enhance their brand equity by using names,
logos, or characters of other brands through licensing
arrangements.
Celebrity Endorsement: Brands can use well-known personalities to
shape consumer perceptions and draw attention to their products.
Event Sponsorship: Brands can associate themselves with events to
improve awareness and enhance credibility.
 THANKYOU
Anshul Sethi: 229012 | Sumit Taneja: 229019 | Garvpreet Sethi:
229034 | Sumit Gianey: 229058 | Ottilie: