Brand Management

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Brand Management http://www.scribd.com/doc/3979762/Brand-Management
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Department of Management Sciences
Submitted To: Mr. Amer Salam
Submitted By: Haseeb Murtaza

FA 06 – 031
MBA
COMSATS I nstitute of I nformation Technology Lahore

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Final Assignment 1 Brand Management
Chapter No.1
1-What is Brand?
A brand is a name, term, sign, symbol or a combination of them intended to

identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition. For example, Coke, Nestle and
Microsoft are well renowned brands. In technical speaking whenever a marketer
creates a name logo symbol he or she has created a brand.
2-Why do Brands matters?
Brands really matter for both consumer and manufacturer.
From consumer’s point of view:
Identification of 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
Brands identify the source or maker of a product and allow

consumers to assign responsibility to a particular manufacturer.
From an economic perspective, brands allow consumers to lower
search costs for products both internally and externally.
Consumers offer their trust and loyalty with the implicit

understanding that the brand will behave in certain ways and
provide them utility through consistent product performance and
appropriate pricing, promotion, and distribution programs and
actions. Brands can serve as symbolic devices, allowing
consumers to project their self-image.
Certain brads are associated with being used by certain types of

people and thus reflect different values or traits. Researched have
classified products and their associated attributes into three major
COMSATS Institute of Information Technology Lahore
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categories: search goods, experience goods and credence goods.

There is difficulty in assessing and interpreting product attributes
and benefits so with experience and credence goods, brands may
be particularly important signals of quality. Brands can reduce the
risk in product decisions. These risks involve functional, physical,
financial, social psychological and time risk.
From manufacturer’s point of view:
Means of identification to simplify handling

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
Brands help manufacturers to organize inventory and accounting records. A

brand also offers the firm legal protection for unique features of the product. A
brand can retain intellectual property rights, giving legal title to the brand owner.
Brands can signal a certain level of quality so that satisfied buyers can easily
choose the product again. This brand loyalty provides predictability and security
of demand for the firm and creates barriers of entry that make it difficult for other
firms to enter the market.
The annual list of the world’s most valuable brands, published by Interbrand and
Business Week, indicates that the market value of companies often consists
largely of brand equity. Research by McKinsey & Company, a global consulting
firm, in 2000 suggested that strong, well-leveraged brands produce higher
returns to shareholders than weaker, narrower brands. Taken together, this
means that brands seriously impact shareholder value, which ultimately makes
branding a CEO responsibility
Companies sometimes want to reduce the number of brands that they market.
This process is known as "Brand rationalization." Some companies tend to create
more brands and product variations within a brand than economies of scale
would indicate. Sometimes, they will create a specific service or product brand
for each market that they target. In the case of product branding, this may be to
gain retail shelf space (and reduce the amount of shelf space allocated to
competing brands). A company may decide to rationalize their portfolio of brands
from time to time to gain production and marketing efficiency, or to rationalize a
brand portfolio as part of corporate restructuring.
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3-What are the strongest Brands?
A list of top twenty strongest brands is as follows
2005 Brand Name Country of 2005 Brand

Brand ownership Value ($million)
Rank
1 Coca-Cola U.S 67,525
2 Microsoft U.S 59,941
3 IBM U.S 53,376
4 GE U.S 46,996
5 Intel U.S 35,588
6 Nokia Finland 26,452
7 Disney U.S 26,441
8 Mc Donald U.S 26,014
9 Toyota Japan 24,837
10 Marlboro U.S 21,189
11 Mercedes-Benz Germany 20,006
12 Citi U.S 19,967
13 Hewlett Packard U.S 18,866
14 American U.S 18,559
Express
15 Gillette U.S 17,534
16 BMW Germany 17,126
17 Cisco U.S 16,592
18 Louis Vuitton France 16,077
19 Honda Japan 15,788
20 Samsung S. Korea 14,956
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Brand Management
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Brand Management http://www.scribd.

Department of Management Sciences

Submitted To: Mr. Amer Salam

Submitted By: Haseeb Murtaza

COMSATS I nstitute of I nformation Technology Lahore

Final Assignment 1 Brand Management

A brand is a name, term, sign, symbol or a combination of them intended to

2-Why do Brands matters?

Brands really matter for both consumer and manufacturer.

From consumer’s point of view:

Identification of source of product

Brands identify the source or maker of a product and allow

Consumers offer their trust and loyalty with the implicit

Certain brads are associated with being used by certain types of

COMSATS Institute of Information Technology Lahore

Final Assignment 2 Brand Management

categories: search goods, experience goods and credence goods.

From manufacturer’s point of view:

Means of identification to simplify handling

Brands help manufacturers to organize inventory and accounting records. A

COMSATS Institute of Information Technology Lahore

Final Assignment 3 Brand Management

3-What are the strongest Brands?

A list of top twenty strongest brands is as follows

2005 Brand Name Country of 2005 Brand

COMSATS Institute of Information Technology Lahore

Info and Rating

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Remove all ads.

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jorge01805 left a comment

please. send me to: jorge01805@hotmail.com. thanks.

bagoezwid left a comment

pls send me to email: bagoezwid@yahoo.com ty.

So great. Pls send me to email: hamar43@gmail.com. TQVM

Thank you very much

DHARAMBI left a comment

maxius4get left a comment

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