BRAND MANAGEMENT

Session 1
 2

Brand Management
(MGB MKT 204)

 Lecturer:
Renzo Bravo-Olavarria PhD
Mobile: 0451460348
Email: bravo.renzo@gmail.com
CHAPTER 1:

Brand Management
(MGB MKT 204)
 What is a Brand?
The word “Brand” is
derived from an old
English word (Brandr)
which means “to burn”, as
brands were the means by
which owners of livestock
marked their animals to
identify them.
 What is a Brand?
“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.” AMA

BRAND NAME SYMBOL

Thus, “branding” involves the creation of a

name and a visual representation of it.
 What is a Brand?
“…But for many practicing
managers a brand is more than
that:
…Something that has actually
created a certain amount of
awareness reputation and
awareness,
prominence in the market place”.

BRAND NAME SYMBOL IMAGE

 Brand image: example
“…is the set of beliefs that a consumer has regarding a
particular brand. People can have a positive or negative
brand image for a given brand, depending on things like
past experience or word of mouth…”
Strategic Brand Management: Key Elements
 Strategic Brand Management:
Brand equity concept

“The value of a brand, based on

the extent to which it has high
brand loyalty, name, awareness,
perceived quality, trust, strong
brand associations, and other
assets such as patents,
trademarks and channel
relationships”
A measure of the brand’s equity is
the extent to which customers are
willing to pay more for the brand.
Brand equity: example
Brand equity: Five components
 Brand equity: How to measure it

 Differentiation: What makes the brand

stand out
 Relevance: How consumers feel it meets
their needs.
 Knowledge: How consumers know
about the brand .
 Esteem: How highly consumers regard
and respect the brand
 Love it or Hate it?

Perhaps the ultimate expression of

brand devotion is tattooing the brand
on your body.
Imagine your life without these
brands?
Strong Brand equity: Brand
extension-example

Re-branding
 “One of our core values at Virgin is to disrupt industries while providing heartfelt
service – all the while having fun. Whether we’re selling holidays or mobile phone
contracts, we always make sure fun shines through in our products and services,
by placing it at the heart of our marketing. This approach has paid off in dividends
for us; because like laughter, fun is infectious
… (I) put myself front and center of the brand – giving Virgin a personality that
British Airways didn’t have.”
 SOURCE OF BRAND EQUITY:
BRAND AWARENESS
• Increasing the familiarity of the
brand through repeated
exposure (for brand recognition).

• Forging strong brand

associations with the
appropriate product category or
other relevant purchase or
consumption cues (for brand
recall).
What is a Brand Experience?
Brand experience is the buying behaviour towards a specific brand and
measured it through the amount of past purchases of this specific brand.

Brand experience is an experience which resulted from buying or using a

specific brand’s products or services.

Brand experience is the positive, negative or neutral experience perception (s)

towards a brand

Brand experience as the totality of a brand’s appearance and communication

and therefore made various measurements regarding a brand’s logo,
commercials and the use of word of mouth.

Brand experience is “the subjective, internal consumer responses

(sensations, feelings, cognitive and behavioural responses) evoked by brand-
related stimuli that are part of a brand’s design and identity, packaging,
communications and environments.”
 Brand Experience: example

Nike
•Makes me think of how to live an
active lifestyle.
•Makes me feel powerful.
•I want to work out.
•I feel inspired to start working
out.
•I feel like an athlete.
•The store incites me to act, like
swing the baseball bat,
or put on the running shoes.
•I enjoy designing my own shoe
that perfectly fits my
personality.
Strategic Brand Management:
Brand Identity
 Intended identity: which is developed by a deliberate,
strategic process. In a fundamental sense, the brand
identity represents what the organization wants the
brand to stand for. (i.e., set of associations)

 Visual Identity: The visual and verbal articulation of a

brand, including all pertinent design applications, such
as logo, business cards, packaging or letterhead.
Brand identity: example
 Brand personality

 Type of person
Effectiveness of the brand
 Big Five model of personality
 Aaker’s trait model
The Five Factor Model (FFM) Approach

Video 1 - 2
Brand personality: example