Brand management

Brand manageme

nt

WHAT IS BRAND?A brand is a name , sign , symbol

or design which is intended to identify the goods and services of one seller or group of sellers and to differentiate them to those of

competitors.

BRAND MANAGEMENT Art of creating and sustaining the

brand Oversee overall brand performance Manage all brands Build brand equity Building a corporate image

BRAND NAME• Unique

• Extendable• Easily identified and memorized• Give idea about product’s qualities• Capable of legal protection• Not portray wrong meanings

BRAND ATTRIBUTES RELEVANCY CONSISTENCY PROPER POSITIONING SUSTAINABLE CREDIBILITY INSPIRATIONAL UNIQUENESS APPEALING

BRAND POSITIONINGActivity of creating a brand offer in such

a manner that it occupies distinctive place in the target customer’s mind

Positioning errors : under positioning confused positioning double positioning

BRAND IDENTITYAggregate of what organisations do i.e.

organisation's mission , personality , promise to the customers and competitive

advantages.SOURCES OF BRAND IDENTITYSYMBOLSLOGOS

TRADEMARKS

BRAND EQUITYFactors contributing

to brand equity Brand awareness Brand associations Brand loyalty Perceived quality proprietary brand assets

BRAND EXTENSIONUsing of established brand

name in launching of new product categories

CO-BRANDINGUtilisation of two or more brands to name a

new product

Types :• Ingredient co-branding• composite co-branding

BRAND VALUENUMERIC VALUATION OF BRAND BY

CONSIDERING FACTORS FOR BUILDING A BRAND

BRAND MANAGEMENT CHALLENGES IN CHANGING

TIMES 1. TECHNOLOGY ADVANCEMENT2. GLOBAL AND OPEN MARKETS3. CHANGING EXPECTATIONS OF

CONSUMERS4. SOCIAL MEDIA NETWORKS

SUCCESSFUL BRAND MANAGEMENT

LETTING FOLLOWERS DO THE TALKING UNIFYING WEB PROPERTIES INTERACTING WITH CUSTOMERS KNOWING THE AUDIENCE

Cadbury

Brand Name

Brand Ambassador

Jingle

Logo

Cadbury

Kuch Meetha Ho Jaye

Amitabh Bacchhan

From age 4 to 50

TastyHealthy

Consistent Quality

OccasionsCasuallySuccess

People Performance Image

patanjali• Giant FMCG in Only 5 Years• Accomplished “Make In India Concept”• Highest Turnover Cum Profit (2007- 250

crores and 2015 2,215 crores)• Maximum Outlets In Minimum Time(2007

150 outlets and Now 2015 15000 exclusive+1,00,000 stores)

• Biggest Swadeshi Movement• Tough Competitor In The Market for Other

MNCs and Indian Companies

1. Natural In Nature2. Good Quality cum Maximum Quantity3. No Negative Effects4. Better cum Positive Results5. Cheaper Prices as Compared To Other Ayurvedic

products.

Why to choose?

AMAZON

Why? A vision…“You could build a store online that simplycould not exist in any other way.You could build a true superstore with exhaustiveselection; and customers value selection Jeff

Bezos

From 1994, Jeff Bezos knew he could create a retail websitethat would not have the limitations physical businesses encounter

Facebook Google Apple Amazon

Not that disruptive of a model:“sell and deliver stuff to customers”

Large Selection

Convenience

Low prices

“I can't imagine that ten years fromnow [customers] are going to say:‘I really love Amazon, but I wishtheir prices were a little higher’”Jeff Bezos

Customer-centric innovations:e-commerce easier than commerce

Select

Order

Receive

Amazon was a first-mover for most of e-commerce’snow ubiquitous best-practices.

• 1997: 1-Click Ordering

• 2001: Where’s my stuff• 2002: Free Super Saver Shipping

• 1995: Customer reviews• 1997: Recommendations & bundles• 2001: Look inside the book• 2003: Search inside the book

Coke vs Pepsi BRAND WAR

Promotional Methods

• Brand Localization Strategy :Two India’s

• India A: Life ho to aise• India B: Thanda mtlb

coca cola• Small bottle scheme

• It was positioned as new

youth cool icon• Yeh Dil mange more• Mera number kab

aayega?• Yeh pyass hai badi• Youngistan• Change the Game

COCA COLA PEPSI

APPLEWorld’s Largest IT Company

Earns $300,000 per minute

Apple Brand is worth US$154.1 Billion

World’s Second Largest mobile phone manufacturer

RANK

BRAND

BRAND

VALUE

BRAND REVEN

UE

INDUSTRY LOG

O#1 APPL

E$154.1B $233.7

BTECNOLOG

Y

#2 GOOGLE

$82.5B $68.5B TECNOLOGY

#3 MICROSOFT


#4 COCA-COLA

$58.5B $21.9B BEVERAGES

#5 FACEBOOK


THE WORLD’S MOST VALUABLE BRANDS LIST 2016

FORBES

RANK

BRAND

BRAND VALUE

BRAND REVEN

UE

INDUSTRY LOG

O#6 TOYOT

A$42.1B $165.1

BAUTOMOTI

VE

#7 IBM $41.4B $81.7B TECHNOLOGY

#8 DISNEY $39.5B $28B LEISURE

#9 MCDONALD’S $39.1B $82.7B RESTAURA

NTS

#10 GE $36.7B $92.3B DIVERSIFIED

CONCLUSION Consumers are highly aware

and make informed choices. Build consumer loyalty and sustain leadership position in the market for long run. Work on the corporate brand value and deliver superior experience to the customers Stronger interaction with the customer as well as his perception of brand reputation.

Thank you

Marketing

Brand management