brand session1

8/2/2019 Brand Session1

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Brand ManagementCourse Overview

Mrs.Savitha Nair


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Brand Management

Unit I: Introduction to brands

basicconcepts Importance of brands Roleof the brand manager Naming a brand Types of brand names BrandEvolution

Brand hierarchy

Unit II: Brand Image Brand identitysystem traps perspectives structure

brand personality

brand loyalty

measuring loyalty. Brand Equity-Measuring outcomes of brand equity:Comparative Method Holistic Method.

Mrs.Savitha Nair


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Brand Management

Unit III: Strategic brand positioning

positioning guidelines- Brandrepositioning -Co-branding licensing celebrity endorsement- Criteria forchoosing brand elements

options and

tactics for brand elements

Unit IV: Launching new brands

designing and implementing brandstrategy Brand Extension advantagesand disadvantages evaluating brandextension opportunities. Revitalization of

brand

Brand failures Mrs.Savitha Nair


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Brand Management Unit V: Handling name changes brand transfers

making brands go global

Brand valuation

financial valuation of brands methods -. GlobalBranding

References:

Kevin Lane Keller, 2003, Strategic BrandManagement, Person: New Delhi

Aaker, David A, 1991, Managing Brand Equity,Free press: New York

Kapferer J.N, 1992, Strategic BrandManagement, Free press: New York

Aaker, David A, 1996, Building Strong Brands,Free press: New York

Lan Batey Asian Branding, 2002, A Great Wayto Fl Prentice Hall: Sin a oreMrs.Savitha Nair


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What is a brand?

A brand is a name, term, sign, symbol,design or a combination of the aboveto identify the goods or service of a

seller and differentiate it from the restof the competitors

Mrs.Savitha Nair


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A brand comprises of

Tangible attributes Product

Packaging

Labelling

Attributes Functional benefits

Intangible attributes Quality Emotional benefits Values Culture Image

Mrs.Savitha Nair


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Brand Building

Involves all the activities that arenecessary to nurture a brand into ahealthy cash flow stream after

launch such as Product development

Packaging

Advertising Promotion

Sales and distribution

Mrs.Savitha Nair


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How does one build brands?

Distinguishing it from others

valueproposition

Brand promise must match brand

delivery

Mrs.Savitha Nair


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Brand EquityWhen a commodity becomes a brand, it is saidto have equity

Brand Equity is:

The premium a brand can command in themarket

Difference between the perceived value and the

intrinsic value

Mrs.Savitha Nair


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What happens when brandshave high equity? The company can have more leverage

with the trade

The company can charge a premium

on their product The company can have more brand

extensions

The company can have some defenseagainst price competition

Mrs.Savitha Nair

brand session1

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