Brand Management

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Brand Management:

Brand Management Its all about Brands

Definition of Brand:

Definition of Brand Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations.

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Branding is the process that allows an individual or a group of individuals the ability to provide a brand image & lettering to an idea.

What does Brand means to Consumers?:

What does Brand means to Consumers ? Source of Product Quality Symbol Symbolic Device

Features of brand:

Features of brand Easy to Convert Foreign Language Product’s Quality Easy to pronounce

Benefits of brands:

Benefits of brands Famous and Good Brands easily attract attention of consumers. It is an important aspect of marketing so much, so that brand management is nothing less than a CEO’s responsibility in any company.




CONCEPTS OF BRAND Brand names Brand positioning Brand image

Brand Identity:

Brand Identity Brand is unique due to its identity Only, Brand identity stems from an Organization.

Brand Image:

Brand Image Brand Image is the current view of customers about the brand. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.

Brand Attributes:

Brand Attributes Strong Brands must have such Attributes such as relevancy, uniqueness, inspirational.

Building Brand Awareness is essential for building brand equity: :

Building Brand Awareness is essential for building brand equity : Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall .

Brand extensions may be successful or unsuccessful::

Brand extensions may be successful or unsuccessful : Instances where brand extension has been a success are- Wipro which was originally into computers has extended into shampoo, powder, and soap.

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Instances where brand extension has been a failure are- In case of new Coke , Coca Cola has forgotten what the core brand was meant to stand for. It thought that taste was the only factor that consumer cared about. It was wrong. The time and money spent on research on new Coca Cola could not evaluate the deep emotional attachment to the original Coca- Cola.

Chapter- 3:

Chapter- 3

Types of Co-branding :

Types of Co-branding Ingredient Co-branding implies using a renowned brand as an element in the production of another renowned brand. Composite Co-branding refers to use of two renowned brand names in a way that they can collectively offer a distinct product/ service that could not be possible individually.

Advantages and Disadvantages:

Advantages and Disadvantages Co-branding has various advantages, such as- risk-sharing, generation of royalty income, more sales income, greater customer trust on the product, wide scope due to joint advertising, technological benefits. But co-branding is not free from limitations. Co-branding may fail when the two products have different market and are entirely different. If there is difference in visions and missions of the two companies, then also composite branding may fail.

Chapter- 4:

Chapter- 4

National Brands:

National Brands TATA NANO World’s Cheapest Car. Affordable. Compact. Also known as People’s Car.


PARLE-G India’s most popular biscuit. Positioned as healthy. Value for money


AMUL Taste of India. Healthy products. Maintained quality production. Afford to all pockets.


BIKANERI BHUJIA The very famous snack all over. Its also known as Dungar shahi Bhujia. The real taste of Indian spices. This give great competition to multinational brands.


NIRMA It is good for clothes. Safe for hands. Cheap in rate.

Chapter- 5:

Chapter- 5

International Brands :

International Brands Apple IPhone’s Famous brand in Iphone yet. Unique from different brands. Leans towards innovation.

Google :

Goo g le World’s best search engine. Its an American multinational corporation. Launch many products like laptops, phone etc. Provide quality to consumers.


Nokia Easy to operating. Available in General and Expensive range. Most popular and Successful brand in India.

Cadbury Dairy Milk:

Cadbury Dair y Milk This is Ever Green Chocolate. Not only Kids and Youngsters but also Old Age Person like.


Col g ate It is a big manufacturer of a wide range of tooth pastes , tooth brushes , and mouth washes. "Clinically-proven to whiten in 14 days". It is available with many variations.

PowerPoint Presentation:

Branding is very necessary in order to maintain the good name of the product in the global market.

Thank You:

Thank You

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