Presentation

on
BRAND MANAGEMENT
Presented to
Prof Subbarao
Presented by
Manu Kaura
VIVA IMS,
MUMBAI
 TOPICS
 DEFINITION’S OF BRAND.
 FUNCTIONS OF A BRAND
 TYPES OF BRANDS
 WHY BRANDING IS IMPORTANT?
 BRAND IS A LONG TERM VISION.
 BRAND V/S PRODUCT.
 BRAND ESSENCE
 BRAND IDENTITY
 BRAND REVITALISATION
 BRAND PLATFORM
What is a brand ?
A brand is the specific type
of the product form. A brand
represented by a brand name,
symbol, design, logo, which is
the identity of a particular
product form that customers
recognise as being different
from other.
A brand is one of a company's strongest assets
although it does not appear on its balance sheet.
Branding involves attributing a name, sign or
symbol to a company's goods or services. These
differentiate the products or services from
competing goods and service the products.
Sometimes branding can be so successful that the
brand takes on a personality of its own. Growing a
successful brand also allows a company to develop
sub-brands and facilitates an organisation if it
wishes to create line extensions of its original brand.
:: Cadbury, Coca Cola, Nike etc.
 Examples of some Brands
with Logos

Hert
NIKE Kellogg's
z
Please tell me which industries do the brands and
logos belong to…..
 Functions of a Brand
Function Consumer Benefits
Identification To be clearly seen, to make
sense of the offer etc
Practicality To allow saving of time and
energy through identical
repurchasing
Guarantee To be sure of finding the same
quality no matter where you
are or when you buy the
product or service
Optimisation To be sure of buying the best
product in its category, the
best performer for a particular
 Functions of a Brand
Function Consumer Benefits
Characteristi To have confirmation of your self-
c image or the image that you
present to others
Continuity Satisfaction brought about
through familiarity and intimacy
with the brand that you have
been consuming for years
Hedonistic Satisfaction linked to
attractiveness of the brand, to its
logo, to its communication
Ethical Satisfaction linked to the
 Types of Brands
 Generic product: item
characterized by plain label, with no
advertising and no brand name
 Manufacturers’ brand: brand name
owned by a manufacturer or other
producer (Dr. Pepper or Bectors)
 Private brands: brand name
placed on products marketed by
wholesalers and retailers (Sam’s
Choice beverage (Wal-Mart)

 Captive brands: national brands

that are sold exclusively by a retail
chain ( AMWAY etc)
 Family brand: brand name that
identifies several related products
(surf excel, surf blue etc)

 Individual brand: unique brand

name that identifies a specific offering
within a firm’s product line and that is
not grouped under a family brand
 Why Branding Is
Important?
BRAND-WAGON
BRAND
ENGINE
Marketing Mix:
Analysis

Business Brand Segment Product/Pkg Mktg Sales Plan

Potential Values Target Price Plan
Position Place
Promo

Busi. Obj. Mktg Obj Mktg Obj Sales Obj

BUSINESS STRATEGY MARKETING STRATEGY SALES STRATEGY

 A BRAND IN LONG TERM
VISION
 Dominant brands hold vital positions in the
category.
 A brand’s purpose should be encapsulated in
its Vision.
 A brand must exert a powerful influence on a
given market.
 The brand’s drive, charge, energy can only
lead it to be a potential leader.
 E.g. Nike.
A BRAND IN LONG TERM VISION
PRODUCT
 PRODUCT
 Anything that can be offered to satisfy
a want / need .
 CORE – Rest & Sleep

 BASIC – Trial Room , Bed, Bath room, Towel

 EXPECTED – Clean Bed, Fresh Towel

 AUGMENTATION – Value Addition

 POTENTIAL – All Possible Infrastructure &

Transportation
 BRAND
 Brand is Product / Service that
adds dimensions that
differentiate it in same way so
product / services design to
satisfy the same need.
 Branding / Brand
Command
 Branding is endowing products and
services with the power of a brand.
 Branding is all about creating differences.
 Branding involves creating mental
structure and helping consumer organize
their knowledge about products
 Brand Cammand : It is the prices, market
share, and profitability that the brand
commands for the firm
 BRAND V/S PRODUCT
A product is something that is
made in a factory; a brand is
something that is bought by a
customer. A product can be copied by
competitor; a brand is unique. A
product can be quickly outdated; a
successful brand is timeless
Stephen king
WWP Group, London
 BRAND PRODUCT
 NAME, SYMBOL  TANGIBLE
ETC  ANYTHING THAT
 GIVES AN CAN BE OFFERED
IDENTIFICATION TO TO A MARKET THAT
THE PRODUCT MIGHT SATISFY A
 EG WANT OR NEED
 NIKE  EG
 FORD  CAR
 NOKIA  SHOE
 MOBILE
BRAND PRODUCT MIX

P1 P2 P3 P4

B1

B2

B3

B4
BRAND PRODUCT MIX

Ivory Tide Dash Cheer

Snow
Gleem Crest

Ivory Camay Zest Safeguar

d
Pampers Luvs

Charmin Puffs Bounty

Product Mix: Set of all products & services a seller offer for sale:
Information
Example: Kodak:
Image

Communication
NEC :
Computer
Width : How many different product line Co carries?
Five P&G
Length : Total no of items in the mix 25 P&G
Average Length+ 25/5=5
Depth : How many variants?
CREST- 3 sizes- 2 formulations (P&G)
(Regular, Mint) 3*2=6
Consistency : How closely related in end use,
Production requirements, distribution
channels.
P&G uses C&G through same channels.
 Brand Essence
Brand Essence the immutable soul of a
brand
 It defines what it is..

 It differentiates it from other brands

 It cannot be changed without it

becoming a different brand
 Components of Brand Essence
 Brand Value
 Brand Personality

 Brand Identity
 Brand Mantras/Brand
Essence
 An articulation of the “ heart & soul of the
brand”
 E.g.. McDonalds brand philosophy of food ,
folks , fun capture their brand essence & core
brand promise.
 Example- Emotional Descriptive Function
Disney Fun Family
Entertainment
Brand Essence
 Essence of a Brand :
Aaker
 "A company's brand is the primary source of its
competitive advantage and a valuable strategic
asset,"
 "The challenge for all brands is that they have a
distinct, clear image that matters to customers
and truly differentiates them from the rest.“
 The key step is to create a broad brand vision or
identity that recognizes a brand as something
greater than a set of attributes that can be imitated
or surpassed.
Brand Essence
 Brand Personality Scale
Measurement

SINCERITY EXCITEMENT COMPETENCE SOPHISTICATION

RUGGEDNESS

Daring Up to Reliable Successful

Whole- Charming
Date
some
Honest
Cheerful
Outdoorsy
Spirited
Down Upper-
To Imaginative
Intelligent class Tough
Earth
 Brand Personality can be assessed
more definitively through objective
checklist or rating (Stanford’s
Jennifer Aaker)
 According to Aaker brand
Personalities provides interesting
glimpse into the personality of a
number of well known brands:
 scale of Brand Personality that
reflected the following fire factor of
brand personality.
 following fire factor of brand
personality.

1. Sincerity: (down to earth , honest,

wholesome & cheerful)
2. Excitement: (daring, spirited,
imaginative & up-to-date)
3. Competence: (reliable, intelligent &
successful)
4. Sophistication: (upper-class &
charming)
5. Ruggedness: (out-doorsy & tough)
 Example: based on factor if we
scale
(1= not at all descriptive,7
extremely descriptive)
 Campbell: sincerity

 CNN: Competence

 Levis: Raggedness

 MTV: Excitement

 Revlon: Sophisticated
 BRAND IDENTITY
 Brand Identity is the capacity of a brand
to be recognized as unique, overtime,
without confusion.
 Brand Identity is a personal, non-
transferable concept telling what the
brand is, what’s it’s name, what unique
distinguishable factors are involved.
 Brand Identity ……….. David
Aaker
Brand Identity

Brand as Brand as Brand as Brand as

Product Organization Person Symbol
Organization
Product Attributes
Scope Innovation
Product Attribute Genuine Personality
Quality Consume Concern(Energetic Rugged )Visual Imagery
Uses Trust Worthiness Brand Customer &
Usres Local V/S Global Relationship Metaphors
Country of (Friend , Advisor) Brand Heritage
Origin
 WHAT ENTAILS BRAND
IDENTITY?
 Answering a few questions on the
brand:
-What is the Brands Vision?
- What is the brands’ purpose?
- What makes it different?
- What need is the brand fulfulling?
- What is its permanent nature?
- What are its value(s)
- What signs make it recognizable?
 BRAND IDENTITY PRISM:
THE JEAN NOEL KAPFERER MODEL
SENDER

Tangible values,key Humanising the

product attributes brand

Physique Personality

EXTERNALISATION
Relationship INTERNALISATION
Culture
Crux of Set of values
transactions and
exchanges
BRAND driving the
brand’s inspiration
between people

Reflection Self-Image

Target group as A brand speaks of the target

perceived to use group’s self-image
the brand

RECEIVER
 MERCEDES-BENZ
BRAND IDENTITY PRISM
High Performance car
Discreet, not
-Reliable, Safe, Luxurious, Icon of flashy; powerful
engineering supremacy yet not
The 3 pointed star overbearing

Physique Personality

Relationship Culture
German values of
Social distinction precision, order,
and status discipline, pioneering
Mercedes-Benz spirit

Reflection Self - image

Have achieved various Belonging to an exclusive,
miles stones in a lifetime successful club
BRAND REVITALISATION
The business of taking a brand that is
losing consumer resonance and
relevance, and re-energising it via a
compelling new proposition or idea.

Revitalization- Injecting life to same brand,

energizing a mature brand
 ADVANTAGES OF
BRAND REVITALISATION

 Its big business – as the pace of change

and weight of competition threatens
longstanding brands with
marginisation.
 It’s generally a cheaper and less risky
process than building new brands from
scratch.
 REASONS FOR BRAND
REVITALISATION
 Technological Advances
 Food: Shift from Fresh to Convenient,
Packaged, Ready to eat
 Shift in Consumer Tastes & Preferences
 Entry of Global Competitors
 Increased Domestic Competition
 Fairness
Market : From only Fair & Lovely to the
Launch of Herbal Fairness creams to Fairness
soaps
 Today’s Need:
Continuous Process of
Revitalization
To Prevent the Brand from
growing old
…STAY YOUNG
SALES

TIME
 How to Revitalize a
Brand

 Increased Usage Repositioning

Ways

 New Uses to
Augmenting
Revitalize Pdt

 New Markets Obsoleting Pdt

Extensions
 Methods # 1:Increased

usage
Ensure Brand Recall….Remind the Consumer to Use your Brand
 Drive Usage Preference…Make consumers prefer to use your
Brand more often than other Brands
 Increase Usage Frequency..Give them a reason to use More of
your product
 Reward & Retain Loyal Users…Prevent them from Dropping Out
or Switching to other Brands
 Address Consumer Fears & Inhibitions to Use a Product more
Frequently…..So they can be comfortable using it more often
 Methods # 2: New Uses
 Create another reason to use …to
attract those who do not use your
Brand.. i.e. a New User Segment
 Create many reasons to use …to make
your current Consumer use your
product in different ways at different
times … i.e. to promote Multiple
usage by the Current User
 Methods #3 : New
Markets
 To fight the Saturation of the existing
market…By repositioning the Brand
to address a new User Segment or by
introducing an extension for the new
segment.
 To Tap the Growth potential of an
Evolving, New Market
 Methods # 4:
Repositioning the Brand

To cater to Changing needs of the Consumer

changes….& Changes in Competitive moves
 To communicate a New Offering/ Benefit
 To communicate a New Identity… when the current
image has become Old & Jaded
 To communicate a New Reason to Use
 To communicate to New Users
 Methods # 5:
Augmenting the product
 Provide Something EXTRA…Value addition to
the Product Offering… in terms of efficacy/
performance…. Convenience/ ease of
use….additional features/ value added benefits
 Improve Packaging…a new/ better/
contemporary look… more convenient to use…
as a problem solution
 Move BEYOND the Product Offering… extend a
Service to the consumer….to increase
consumer involvement & to develop a Bond
with the consumers
 Methods #6:
Obsoleting existing
products
 Fashion Products…. Where consumer preferences
change in a short period of time.. & the previous
style/ looks becomes out of date/ “out of fashion.”
 Technology Products…Where the technology
innovations lead to earlier versions being outdated/
“obsolete”
 Changing Trends … Over a period of time the
consumer tastes & preferences change…leading to
obsolescence of products of the previous generation
 Method # 7:Brand
extensions
 If the New Changes do not suit the Existing
Brand….Consider an Extension
 Britannia….entry into Dairy Products to strengthen
the Brand identity….with Britannia Milkmaid
 Colgate…launch of Colgate Gel for Fresh Breath….to
revitalise the Brand equity
 Dabur….Launch of Herbal Hair oil…Vatika…following
new Consumer Trends… an age old brand able to
woo back the younger generation.
 Brand Platform
 Defining Brand Platform :
Creating a Brand consist first of
all in drafting the Brand’s
Platform, which is the invisible
of its long-term identity and its
main source of energy.
 Brand Platform
A brand platform, or corporate image, is the set
of associations that customers make with your
company. Some of these associations may be
quite obvious and strong, like the brand Volvo is
associated with safety. In other cases, the
associations can be weak; BMW, for instance, may
be associated with safety but only in a very weak
manner.
 Brand Identity Platform
1. Why must this brand exist ?
( what would consumer be missing if the brand
did not exist ? )
2. Standpoint.

( From where does the brand speak ? )

3. Vision.

(what is the brand’s vision of the product

category? )
4. What are our values ?
 Contd………
5. Mission.
( what specific mission does the brand want
to carry out in its market ? )
6. Know-how.

( what is the brand’s specific know-how ? )

7. Territory.
( where can the brand legitimately carry out
its mission, in which product category? )
 Contd……..
8. Typical products or action.
( which products and action best embody, best-
exemplify the brand’s values and vision ? )
9. Style & Language.

( what are the brand’s stylistic idiosyncrasies ? )

10. Reflection.

( whom are we addressing? What image do we

want to render of clients themselves ? )
Six Elements of Brand
Platform
Elements of Brand Platform

Brand
Brand Tone of Voice
Vision

Brand
Brand Personality
Mission

Brand
Values
 BRAND PLATFORM

NIKE
High performance -high tech
sports shoes and apparel that
will enhance the potential of
sports people
BRAND VISION
High performance shoes to increase AND PURPOSE
performance and provide comfort
BRAND VALUES
The ‘swoosh’, red on
black colour code, Nike
Exciting, BRAND TONE CODES
provocative,spirited, BRAND PERSONALITY
Innovative Aggressive
STRATEGIC PRODUCTS High technology
fused with fashion
COMMON TRAITS

OUTSIDE PRODUCT PRODUCT PRODUCT TYPICAL

OUTSIDE
BRAND A B N BRAND
BRAND
TERRITORY ACTIONS
TERRITORY
Tennis Soccer Basket-ball,etc.

PERMANENT FLUCTUATIONS OF THE MARKET,

EVOLUTION OF COMPETITION, LIFESTYLES, TECHNOLOGY