BRAND

Brand management is the application of marketing techniques to a specific product, product line, or brand.

What is a Brand?
A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

New Branding Challenges

Brands are important as ever
Consumer need for simplification Consumer need for risk reduction

Brand management is as difficult as ever

Savvy consumers Increased competition Decreased effectiveness of traditional marketing tools and emergence of new marketing tools Complex brand and product portfolios
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Brand Essence
This is the heart and soul of a branda brands fundamental nature or quality. Usually stated in two to three words, a brands essence is the one constant across product categories and throughout the world. Some examples are: Nike: Authentic Athletic Performance Hallmark: Caring Shared Disney: Fun Family Entertainment Disneyworld: Magical Fun Starbucks: Rewarding Everyday Moments Kingfisher: The King of good times Make my trip:Cheap deals/fare Balaji telefilms; daily soaps at its best

Brand Image
What really drives a consumer to a product when there are a plethora of similar products available? IMAGE- can be described as that cluster of attributes and association s that consumers connects to the brand name ATTRIBUTES-Speed, Premium price, user friendliness, length of time in business, frequency excitement, masculine/feminine, fun , youthfulness

Brand Image
1.Image based on Personality and character- Brands are often bought on the basis of who they are and what they are. Example-Cartier watches, Mercedes Benz, Marlboro cigarettes, 2.Visual representation- Brand Image has very nonverbal components.Visual image remain etched and evoke instant memory Eg- white sari with a blue border-Mother Teresa, round spectacles and a stick with Mahatma Gandhi, Amul girl, Maharaja-Air India,

Brand Image
3. Hard & Soft attributes-Each product depends on some appeal, these can be tangible and non tangible Eg- Non tangible-Beer and cigarette adv. Rely on emotional appeal, Soft drinks ad,soaps Tangible-Eureka Forbes Strictly on product/features/services, Toiletries- VIM bar, Harpic, Domex

BRAND NAMES
BRAND NAMES-types Brand names come in many styles.[7] A few include: Acronym: A name made of initials such as UPS or IBM, ICICI,BMW,ESPN,TIPS Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders' names: Using the names of real people,and founder's name like Hewlett-Packard or Disney, TATA, Godrej, mahindra, Bajaj, Kirloskar Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film, KANBAY, NDTV Personification: Many brands take their names from myth like Nike or from the the ad executives

Brand Identity
Brand identity is a combination of visual, auditory, and other sensory components that create recognition, represent the brand promise, provide differentiation, create communications synergy, and are proprietary Some dene brand identity more broadly to include almost everything in a brands design, including essence, promise, personality, and positioning. The more specic denition used in this book reects the most common usage of the term, especially as used by rms focused on the creation of brand identity standards and systems. Names and nomenclature, logotypes, symbols and other graphic devices, Distinctive shapes and colors, brand voice and visual style, sounds, jingles and other mnemonic devices, typography, theme lines or slogans, and characters that are uniquely associated with a brand are all components of a brands identity.Textures, scents, avors, and other sensory elements also