Professional Documents
Culture Documents
BMA5506
Product & Brand Management
Notes from Class 1
11 Jan 2016
What is a Brand?
Brands can be people
Brands can be products
Brands can be organizations
Brands can be organized simply or with great complexity
A brand is not just
A product or service
A logo or trademark
A level or type of advertising or a tagline
All brands are promises delivering value
A strong brand reduces the perceived risk faced by the buyer.
It lowers the cost of search through recognition.
As a promise of quality, it adheres to standards.
It delivers functional benefits that are needed.
It offers emotional associations that are valued.
What do great brands have in common?
Simplicity. Singular vision. Clarity.
It delivers its promise in a simple, meaningful & relevant way.
A brand is a relationship built on a promise between a product/service and
customers.
The promise is clear, distinctive and appealing to the customer.
Brand associations
Brand permissions
Perceived quality
Awareness and familiarity (of name,
symbology, value proposition, etc.)
Strength of loyalty/preference
Brand Management The structure, discipline, and process across the entire
organization needed to build reputation including the development and
management of brand launch programs and brand communications
Brand Measurement Processes for valuing and evaluating brands, usually
using quantitative methods