Final session

By
K Anandhi
CII-IL
Brand Management
Brand
A name, term, symbol,
design, or combination
thereof that identifies a
sellers products and
differentiates them from
competitors products.
An Effective Brand Name
Is easy to pronounce
Is easy to recognize and remember
Is short, distinctive, and unique
Describes the product, use, and benefits
Has a positive connotation
Reinforces the product image
Is legally protectable
Branding
Brand
Name
Brand
Mark
Brand
Equity
That part of a brand that can be spoken,
including letters, words, and numbers.
The elements of a brand that
cannot be spoken.
The value of company and brand names.
Awareness, quality, loyalty, patent and
trademark.
Benefits of Branding
Powerful asset/tool in establishing
competitive advantage-
translates into brand equity ( the value of the company and
brand names)
Product identification!
Consumers familiar with brand
Often equates to quality
Global brand
= 20% of product sold outside home country
Acts as an ambassador

Advantages of Branding
Consumers viewpoint
1. Product quality and consistency
2. Increased shopper efficiency/identification
3. Calls attention to new products
4. Reduces psychological risk
Sellers viewpoint
1. Handling orders, tracking down problems
2. Trademark legal protection and unique product
feature.
3. Brand equity and brand loyalty
4. Reduces need for in-store contact
5. Facilitates segmentation, promotion, and pricing




The Worlds Most Valuable
Brands


Brand Strategy
Line Extensions
Brand Extensions
Multibrands
New Brands


Brand Sponsor
Manufacturers Brand
Private Brand
Licensed Brand
Co-branding
Brand Name Selection
Selection
Protection
Major Branding Decisions

Branding Strategies
Brand No Brand
Manufacturers
Brand
Private Brand
Individual
Brand
Family
Brand

Combi-
nation

Individual
Brand
Family
Brand
Combi-
nation
Generic Brand
A no-frills, no-brand-name,
low-cost product that is
simply identified by its
product category.
Manufacturers Brands Versus
Private Brands
Manufacturers
Brand
Private
Brand
The brand name of a
manufacturer.
A brand name owned by a
wholesaler or a retailer. Also
known as a private label or store
brand.
Individual Brands Versus
Family Brands
Individual
Brand
Family
Brand
Using different brand names for
different products.
Marketing several different
products under the same
brand name.
Line Extension
Godrej Fair glow fairness
Washing machine.
Multibrands

Brand Extension
Brand Rejuvenation
Brand Relaunch
Brand Proliferation

New Brands Name
Ex: Manikchand
B
r
a
n
d

N
a
m
e

Existing New
Product Category
Existing
New
Four Brand Strategies

Line Extension
Development of a product that is
closely related to one or more
products in the existing product
line but designed specially to
meet the somewhat different
needs of customers.
Brand extension
Extending the brand to another form of same
product. (e.g. Toothpaste)
Product Line extensions e.g. Saffola Oil.
Reaching new categories Fairness creams to soap.
Easy flow of soaps in the market
Two Types:
Upward brand extensions (upper market segment)
Downward brand extensions (lower market segment).
Ex. Nirma
Brand Rejuvenation
Process of revitalizing an ailing brand.
E.g. Cadburys, Horlicks
Three steps involved
1. Discovery: process of identifying the company
and what they mean to the customers
2. Innovation: shortcoming are removed and tested
on loyal customers and wholesalers.
3. expression: project positive image of the brand in
the customers minds.
Product Relaunch: Product launched after a time
gap.


Brand Proliferation
It is an introduction of product with new brand names in
the same product category. It is converse of brand
extension. It helps to increase the market share of the
product. Eg. HUL with different brand of same type of
products.
Disadvantage:
Companys brands compete with each other
Company has to divide the resources among these
brands for their maintenance.
The cost of distribution ,advertising, packaging and
inventory costs also go up significantly.
Multibrands
Firms adopt multiple branding strategies
to capture a greater market share by
filling the gaps in the market and catering
different buying pattern of the customers.
Ex: nokia cell phone, Bike
Disadvantage
With the multi-branding strategy is that
the company may obtain a smaller market
share of all the brands.
Cobranding

On Line
http://www.kelloggs.com
http://www.disney.com

Ingredient
Branding
Cooperative
Branding
Complementary
Branding
Types of Cobranding
AOL

On Line
http://www.postcereal.com
http://www.quakeroats.com

Co branding
Two or more brand names on the product or its
package
Ingredient branding
i.e., Hero Honda recommending MRF tyres
Cooperative branding
Airline/hotel/credit card packages
Borrow on each others brand equity
Complementary branding
Advertised or marketed together to suggest usageCoco cola
recommending kinley mineral water.
Brand Management
Brand equity: The goodwill (equity) that an
established brand has built up over its existence.
DREK -- differentiation, relevance (strength)
-- esteem, knowledge (stature)
Brand concept: specific meaning that brand
managers create and communicate to the target
market.
Brand concept management: the analysis, planning,
implementation, and control of a brand concept
throughout the life of the brand.
Semiotics: Science of signs
E.g HUL testing Power Brands(30)
Packaging
Functions
of
Packaging
Contain and Protect
Promote
Facilitate Storage, Use,
and Convenience
Facilitate Recycling
Packaging
Activity of designing and producing
the container or wrapper for a
product.
Packaging used to just contain and
protect the product.
Packing now has promotional value
and marketers should:
Establish a packaging concept,
Develop specific elements of the
package,
Tie together elements to support the
positioning and marketing strategy.
VIEW Model
This business-to-business ad offers to provide
ecologically sound packaging.
Besides its impact on the
environment, what aspects
of packaging can
help/hinder product sales?
How have these products
become known by their
packaging:
Cracker Jacks?
Capri Sun?
Packaging
Not just the container part of the on-going
promotion/advertising
#1 job is still containment/protection of product
#2 Promote the product
Way to differentiate from competitors
Inform the customer (ingredients, size, etc.)
Colors to cue customers (green = healthy)
#3 Faciliate storage, use and convenience
Also way to segment market (sugar in big crummy
bag vs. carton== type of user, single servings, kid
friendly/safe)
#4 Facilitate recycling and reducing environmental
damage
Labeling
Printed information appearing
on or with the package (e.g.,
Nutrition Facts Panel)
Performs several functions:
Identifies product or brand
Describes several things about
the product
Promotes the product through
attractive graphics.
A classiclabelingexample.
What about thi s l abe l he lps to se ll the pr oduc t?
Click or pressspacebar to r et urn.
Labeling
Persuasive

Focuses on
promotional
theme

Information is
secondary
Informational

Helps make proper
selections

Lowers cognitive
dissonance

Includes use/care
Packaging and Labeling
Persuasive: promotional first, and customer
information is secondary
Use a logo or theme
New, improved dont do as much for consumer
Informational labeling: Help consumer make
right choice and lessen possible cognitive
dissonance
i.e., nutrition labels, care information, construction
standards, etc.
Universal Product Codes
A series of thick and thin
vertical lines (bar codes),
readable by computerized
optical scanners, that
represent numbers used
to track products.
Any doubts???