BRAND

MANAGEMENT
 TABLE OF CONTENTS
 Brand .
 Brand Equity.
 Brand Challenges
a) Brand Decision
b) Brand Sponsor Decision
c) Brand Name Decision
d) Brand Strategy Decision
e) Brand Repositioning

Conclusion
 WHAT IS BRAND?

A Brand is a name, term, sign, symbol or

design or a combination of them
intended to identify the goods or
services of one seller or group of sellers
and to differentiate them from those of
competitors.
Examples:-
Brand can convey up to six levels
of meaning:-

1) Attributes: A Brand brings to

mind certain attributes.
Example:- Mercedes
2) Benefits: Attributes must be
translated into functional and
emotional benefits.
Example:- Mercedes
 3) Values: The Brand also says
something about producer value.
Example:-
 4) Culture: The Brand may
represent a certain culture.
Example:- Himalaya
5) Personality: Brand
projects a certain
personality.
6) User: The brand suggest the
kinds of the consumers who
buys or uses the product.
Example:- Scooty Pep
 Brand Equity
It is the positive differential effect
that a known brand name has on
customer response to the product or
service.
Example:- IBM
 Branding
Challenges
The key decisions are:-
Branding Decision:- To brand or not to brand
 Brand Sponsor Decision
A manufacturer have several option w.r.t
brand sponsorship.
The product may be launched as a
MANUFACTURER BRAND.
Example:- IBM , Kelloggs , Wadias ,
Ambani’s.
Distributor Brand (reseller,
store, house or private
brand)
Example:- Bata Shoes and Socks,
Khadi Gram Udyog.
 Licensed Brand
The manufacturer also produce some
outputs under its own name and
some under reseller labels.
Example:- Whirpool –Kenmore, Lenovo
–Esys.
 Brand Name Decision
There are four strategies available:-
2) Individual Names.

3) Blanket Family name

4) Separate Family Name.

5) Company Trade Name Combined

with Individual Product Name.
Individual Names:- Company can
use this policy because if product
fails or appear to have low
quality, the company's name or
image is not hurt.
Example:- H UL
 Blanket Family
Name:-
Company can use this policy
because development cost is less.
Example:- Bajaj , Godrej , Kissan.
 Where a company produce quite
different product, it is not
desirable to use one blanket family
name. Different family names for
different quality lines within the
same product line
Example:- Tata, Mead
Johnson- ‘Nutriment’ &
‘Metrecal’
 Company Trade Name
Combine with Individual
Product Name

Example:- Maruti, Kelloggs,

J&J.
Brand Strategy Decision:- A
company has five choices when it
comes to Brand strategy.
The company can introduce:-
2) Line extensions.

3) Brand extensions.

4) Multi Brands.

5) New Brands

6) Co Brands
Line Extension:- Line extension
consist of introducing additional
items in the same product category
and the same brand name ,such as
New Flavors , Forms , Colors ,
Added Ingredients and Package
Size.
Example: Dove , Lux , Hajmola
Brand Extension:- A company
may use its existing brand name to
launch new products in other
categories.
Example:- BAJAJ
Multi Brands :- A company
will often introduce additional
brands in the same product
category.
Example:- H UL Soaps
New Brands:- When a company
launches product in new category ,
it may find that none of its current
brand name are appropriate.
Example:- TIMEX
Co Brands:- When two or more
well known brands combined in an
offer. Co branding take variety of
forms:-
1) Ingredient Co branding
Example:- COMPAQ Computers
2) Same Company Co
Branding:-
Example:-
3) Joint Venture Co Branding
Example:-Sony Ericsson
Brand Repositioning:- However
well a brand is currently positioned ,
the company may have to reposition
it later when facing new competitors
or changing customers preferences.
Example:- 7UP, Lifebouy
CONCLUSION
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