Brand Management

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Brand Management:

Brand Management


Alarm Teeth Cleaning Tea/Coffee Bath Oil for hair Makeup Snow creams Dressing Shoes Bike/car/ bicycle Morning break Afternoon break Evening break Return to home Small refreshment with friends Watching Tv Setting alarm Sleeping Do we know our brands…….


TTK Healthcare Limited  is an Indian pharmaceutical company based in Chennai, Tamil Nadu. Established in 1958 Woodward's Gripe Water  has been used by mothers worldwide for over 150 years and was introduced in India. 


Complan Foods is a British company that makes powdered milk energy drinks. It was acquired by  Danone  in 2011. In India the Complan brand is owned by the Zydus Wellness. What's your favorite health drinks


GSK - London GSK  was the world's seventh largest pharmaceutical  company  as of 2015, after Johnson & Johnson, Pfizer, Novartis, Merck, Hoffmann-La Roche and Sanofi. Emma Walmsley became CEO on 31 March 2017 and is the first female CEO of the  company .


ALL these products belong to HUL (Hindustan Unilever) 


In August 2005,  Adidas  acquired  Reebok  as a subsidiary, uniting two of the largest sport outfitting companies, but maintaining operations under their separate brand names.  Adidas  acquired all of the outstanding  Reebok  shares and completed the deal valued at $3.8 billion. Favorite shoes


PepsiCo India Favorite junk food




Colgate-Palmolive headquarters in Midtown Manhattan, New York City Tooth Paste


Hindustan Unilever Limited (HUL ) is a British-Dutch manufacturing company headquartered in Mumbai, India. Its products include foods, beverages, cleaning agents, personal care products, water purifiers and consumer goods.


Hindustan Unilever Limited Detergent Powder/Soap


The  Procter & Gamble  Company ( P&G ) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble.


Yum! Brands, Inc., based in Louisville, Kentucky, has over 49,000 restaurants in more than 145 countries and territories primarily operating the company’s restaurant brands Restaurant


Hindustan Unilever Limited (HUL ) Bath soap…


Hindustan Unilever Limited (HUL ) Shampoo

So… the game starts:

So… the game starts


Concept of branding also developed through the practices of craftsmen who wanted to place a mark or identifier on their work without detracting from the beauty of the piece. These craftsmen used their initials, a symbol, or another unique mark to identify their work and they usually put these marks in a low visibility place on the product.


In a time before fences were used in ranching to keep one’s cattle separate from other people’s cattle, ranch owners branded, or marked, their cattle so they could later identify their herd as their own.


Branding grew out of the consumer packaged goods industry


Product = Commodity A product is a produced item always possessing these characteristics: • Tangibility •Attributes and Features Brand = “Mind Set” The sum of all communications and experiences received by the consumer and customer resulting in a distinctive image in their “mind set” based on perceived emotional and functional benefits .


Brand is a product, service, person, company, or a concept which has characteristics like a name, symbol, etc. to be differentiated from others in the market. It is what makes the product identifiable and differentiable. Branding isn’t new. We’ve been branding people since the start. They had a face (identity), were given names, people around them had an image of them in their minds, etc. Branding of products started a bit later though.


A brand is the combination of properties within and outside a product which gives an identity to the generic product. It cannot be separated from the product. Will you buy Coca-Cola, without any label, in a Sprite’s bottle? Imagine if Tide starts producing soft drinks. Will you buy it?


The market is full of similar products . To make a product stand out, one needs to assign to it some identification properties. Such identification properties include certain associations like name, logo, colour, and many other attributes. These branding attributes give the product a certain personality, certain voice, etc, position the product at some distinctive place in the consumers’ mind, and give them an experience whenever they have contact with the brand .


Brand Elements A brand, just like living beings, has certain traits. These are – Brand Associations: The intangible features like the logo, colour scheme, ambassadors, owners, etc. which are associated with the product. They help in the positioning of the product. Brand Name: The part of the brand which gives it a spoken identity . Just like a person’s name. Brand Attributes: The characteristics of a brand . The core values of the brand. To be a strong brand the brand should have some characteristics (attributes) like relevancy, consistency, appeal, sustainable, credibility , etc. Brand Identity: How an organization feels of its brand. It’s basically an image of the brand from the company’s point of view. That is, how it wants the customer to perceive its brand. Brand Image: The image of the brand in the customers’ mind . How they perceive the brand. Brand Personality: Just like humans , brands have a way they speak and behave. Brand personality is basically the human personality traits of the brand. E.g. honest, caring, luxurious, etc.


7. Brand Voice: The way a brand speaks to its customers . (E.g. Sprite, in India, has a unique brand voice of being straightforward in everything)  Brand voice  gives rise to the personality. 8. Brand Positioning: Where does the brand stand among the competition ? Positioning is the distinctive/unique position of the brand in the market/consumers’ mind. 9. Brand Experience: How customers/consumers experience the brands when they search for, shop for, or consume the brand. It includes the sensations, feelings, responses evoked by a brand whenever the consumer interacts with it. 10. Brand Awareness: Brand awareness  is the extent to which consumers are familiar with a particular brand. 11. Brand Recall: Brand Recall is the ability of consumers to recognize the brand when the product category is mentioned. (E.g. coca cola is recalled when soft drinks are mentioned) 12. Brand Recognition: Brand Recognition is the ability of consumers to recognize the brand when asked questions about that brand or when shown products of that brand. 13 . Brand Value: As the phrase states – Brand value is the value of the ‘Brand’ over and above the tangible product. That is, how much extra will a customer pay (in monetary terms) if he gets the product of a specified brand.


14. Brand Equity: The impact of a brand on the purchasing decision of a customer.  Brand equity is a set of brand assets and liabilities linked to a brand, which adds to or subtracts from the value provided by a product or service. It is how the business is affected because of perceptions, attitudes, and preference of the customers towards the brand. Brand equity is difficult to estimate.

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