Brand Management
Final session
By
K Anandhi
CII-IL
Brand
A name, term, symbol,
design, or combination
thereof that identifies a
seller’s 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
That part of a brand that can be spoken,
including letters, words, and numbers.
Brand
Mark
The elements of a brand that
cannot be spoken.
Brand
Equity
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

Consumer’s viewpoint
1.
2.
3.
4.

Product quality and consistency
Increased shopper efficiency/identification
Calls attention to new products
Reduces psychological risk
Seller’s 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 World’s Most Valuable
Brands
Major Branding Decisions
Brand Name Selection
Selection
Protection
Brand Sponsor
Manufacturer’s Brand
Private Brand
Licensed Brand
Co-branding
Brand Strategy
Line Extensions
Brand Extensions
Multibrands
New Brands
Branding Strategies
Brand
Manufacturer’s
Brand
Individual
Brand
Family
Brand
No Brand
Private Brand
Combination
Individual
Brand
Family
Brand
Combination
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
The brand name of a
manufacturer.
Private
Brand
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
Using different brand names for
different products.
Family
Brand
Marketing several different
products under the same
brand name.
Four Brand Strategies
Product Category
Brand Name
Existing
Line Extension
Existing
Godrej Fair glow fairness
Washing machine.
New
Multibrands
New
Brand Extension
Brand Rejuvenation
Brand Relaunch
Brand Proliferation
New Brands Name
Ex: Manikchand
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. Cadbury’s, 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 customer’s 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:
 Company’s 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
AOL
Types of Cobranding
Ingredient
Branding
Complementary
Branding
Cooperative
Branding
On Line
http://www.kelloggs.com
http://www.disney.com
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 other’s brand equity
– Complementary branding
 Advertised or marketed together to suggest usage–Coco 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
Contain and Protect
Promote
Facilitate Storage, Use,
and Convenience
Facilitate Recycling
Functions
of
Packaging
This business-to-business ad offers to provide
ecologically sound packaging.
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?
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
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
A classic labeling example .
Labeling
What about thi s l abe l he lps to se ll the pr oduc t?
Click or pres s s pacebar to r et urn.


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.
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” don’t 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???
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Brand Management - CII Institute of Logistics