Presentation

on
BRAND MANAGEMENT
Presented to
Prof Subbarao

Presented by
ARPANA JUVEKAR
VIVA IMS,
MUMBAI
TOPICS
• DEFINITION’S OF BRAND.
• FUNCTIONS OF A BRAND
• WHY BRANDING IS IMPORTANT?
• BRAND V/S PRODUCT.
• BRAND-PRODUCT MIX
• BRAND ESSENCE
• BRAND IDENTITY
• 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
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
Co-Branding
• When to or more existing brands are
combined into a joint product or are
marketed together in some fashion. It is
also called brand bundling or brand
alliances.
e.g.: Kellogg's Pop-tarts with smuckers fruit
filling.
Kellogg's partnered with ConAgra's to
introduce a new line of cereal under
ConAgra's popular Healthy Choice brand
name.
Co-Branding
• Advantages:
 Reduce cost of product introduction
 Increase access point
 Source of additional revenue
• Disadvantage:
 Loss of control
 Risk of brand equity dilution
 Lack of brand focus and clarity.
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 A MARKET
TO THE PRODUCT THAT MIGHT
• EG SATISFY A WANT
NIKE OR NEED
FORD • EG
NOKIA CAR
SHOE
MOBILE
BRAND PRODUCT MIX

P1 P2 P3 P4

B1

B2

B3

B4
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 Portfolio
– The Brand Portfolio is the set of all brands
and brand lines a particular firms offers for
scale of buyers in a particular category.
– Thus a brand portfolio would be one
particular column of the matrix.
– A brand portfolio is one in which each
brand maximizes equity in combination
with all other brands in the portfolio.
– Different brands may be designed and
marketed to appeal to different market
segments.
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
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 Scale
Measurement

• 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:

• 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
The 6 Facets of Brand
Identity.
 Physique: If the brand is a flower its
physique is the slem.
for e.g.: Coca-Cola bottle on all coke cans
 Personality: Pepsi-cola
 Culture: Apple ,California, New Frontier
Nike, Mercedes.
 Relationship: Nike- Green name specific
cultural values to Olympic games, glorify
human body “Just Do It” IBM orderliness,
Apple friendliness.
 Reflection: Brand for different generation.
 Self Image: Porsche.
MERCEDES-BENZ
BRAND IDENTITY PRISM
High Performance car
Discreet, not
-Reliable, Safe, Luxurious, flashy;
Icon of engineering powerful yet
supremacy not
The 3 pointed star overbearing

Physique Personality

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

Reflection Self - image

Have achieved various Belonging to an exclusive,
miles stones in a successful club
lifetime
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