brand management marketing

8/11/2019 Brand Management MARKETING

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BRAND MANAGEMENT


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A brandis a name, term, sign, symbol ordesign, or a combination of them,

intended to identify the goods or services

of one seller or group of sellers and todifferentiate them from those of

competitors.


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Identify the maker Simplify product handling

Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium


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Improved

perceptions ofproduct performance

Greater loyalty Less vulnerability to

competitive

marketing actions

Less vulnerability tocrises

Larger margins

More inelasticconsumer response

Greater tradecooperation

Increased marketing

communications

effectiveness Possible licensing

opportunities


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Branding is endowing products andservices with the

power of the brand.


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Brand equityis the added valueendowed on products and services, which

may be reflected in the way consumers,think, feel, and act with respect to the

brand.


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Brand Asset Valuator (BAV)

Brandz

Brand Resonance


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Brand audits Brand tracking

Brand valuation


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Brand reinforcement Brand revitalization


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A brand promiseis the marketers vision of

what the brand must be and do for

consumers.


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Brand names Slogans

Characters

Symbols Logos

URLs


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Memorable

Meaningful

Likeable

Transferable

Adaptable

Protectable


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Knowledge

Thoughts

Experiences

Beliefs Images

Feelings


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Choose the right moment Link internal and external marketing

Bring the brand alive for employees


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Develop new brand elements Apply existing brand elements

Use a combination of old and new


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Flankers Cash cows

Low-end, entry-level High-end prestige


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BRAND MANAGEMENT


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Points-of-difference

Attributes or benefits

consumers strongly

associate with a brand,positively evaluate, andbelieve they could not

find to the same extent

with a competitivebrand

Points-of-parityAssociations that are

not necessarily unique

to the brand but may be

shared with other

brands


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Desirable

Deliverable

Differentiating


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Communicate

Simplify

Inspire


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Announcing category benefits Comparing to exemplars

Relying on the product descriptor


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Low-price vs. High

quality Taste vs. Low

calories Nutritious vs. Good

tasting

Efficacious vs. Mild

Powerful vs. Safe

Strong vs. Refined Ubiquitous vs.

Exclusive Varied vs. Simple


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Employee

Channel

Image

Services


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Strong culture

Communication style

Emotional hook


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brand management marketing

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