presentation brand advertising

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BRAND MANAGEMENTBRAND MANAGEMENT

Bhushan D. Sudhakar, Ph.DBhushan D. Sudhakar, Ph.D

Assistant Professor & Co Assistant Professor & Co--ordinator (UG)ordinator (UG)



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What is a Brand?What is a Brand?

A A brandbrand is a name, term, sign, symbol, oris a name, term, sign, symbol, or

design which is intended todesign which is intended to identifyidentify thethegoods or services of one seller or group of goods or services of one seller or group of sellers and tosellers and to differentiatedifferentiate them fromthem fromthose of competitors.those of competitors.



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New Branding ChallengesNew Branding Challenges Brands are important as everBrands are important as ever

Consumer need for simplificationConsumer need for simplification

Consumer need for risk reductionConsumer need for risk reduction

Brand management is as difficult as everBrand management is as difficult as ever Savvy consumersSavvy consumers

Increased competitionIncreased competition

Decreased effectiveness of traditionalDecreased effectiveness of traditionalmarketing tools and emergence of newmarketing tools and emergence of newmarketing toolsmarketing tools

Complex brand and product portfoliosComplex brand and product portfolios



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The Customer/Brand ChallengeThe Customer/Brand Challenge

In this difficult environment, marketersIn this difficult environment, marketersmust have a keen understanding of:must have a keen understanding of:

customerscustomers brandsbrands

the relationship between the twothe relationship between the two



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The Concept of Brand EquityThe Concept of Brand Equity

The brand equity concept stresses theThe brand equity concept stresses theimportance of the brand in marketingimportance of the brand in marketing

strategies.strategies. Brand equity is defined in terms of theBrand equity is defined in terms of the

marketing effects uniquely attributablemarketing effects uniquely attributable

to the brand.to the brand. Brand equity relates to the fact that different Brand equity relates to the fact that different

outcomes result in the marketing of a product oroutcomes result in the marketing of a product orservice because of its brand name, as comparedservice because of its brand name, as comparedto if the same product or service did not haveto if the same product or service did not have

that name.that name.



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The Concept of The Concept of

CustomerCustomer--Based Brand EquityBased Brand Equity

CustomerCustomer--based brand equitybased brand equity

Differential effect Differential effect Customer brand knowledgeCustomer brand knowledge

Customer response to brand marketingCustomer response to brand marketing



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Determinants of Determinants of


Customer isCustomer is awareaware of andof and familiarfamiliar with thewith the

brandbrand

Customer holds someCustomer holds some strong, favorable, andstrong, favorable, andunique brand associationsunique brand associations in memoryin memory



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BuildingBuilding

CustomerCustomer--Based Brand EquityBased Brand Equity Brand knowledge structures depend on . . .Brand knowledge structures depend on . . .

The initial choices for the brand elementsThe initial choices for the brand elements

The supporting marketing program and theThe supporting marketing program and themanner by which the brand is integrated into it manner by which the brand is integrated into it

Other associations indirectly transferred to theOther associations indirectly transferred to thebrand by linking it to some other entitiesbrand by linking it to some other entities



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as a Bridgeas a Bridge

CustomerCustomer--based brand equitybased brand equity

represents the added value endowedrepresents the added value endowedto a product as a result of past to a product as a result of past investments in the marketing of ainvestments in the marketing of a

brand.brand. CustomerCustomer--based brand equity providesbased brand equity provides

direction and focus to future marketingdirection and focus to future marketingactivitiesactivities



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The Key to BrandingThe Key to Branding

For branding strategies to be successful,For branding strategies to be successful,consumers must be convinced that thereconsumers must be convinced that thereare meaningful differences among brandsare meaningful differences among brandsin the product or service category.in the product or service category.

Consumer must not think that all brands inConsumer must not think that all brands inthe category are the same.the category are the same.

PERCEPTION = VALUEPERCEPTION = VALUE



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Strategic Brand Management Strategic Brand Management

Strategic brand management Strategic brand management involves the designinvolves the design

and implementation of marketing programs andand implementation of marketing programs andactivities to build, measure, and manage brandactivities to build, measure, and manage brandequity.equity.

TheThe strategic brand management processstrategic brand management process isis

defined as involving four main steps:defined as involving four main steps:1) Identifying and establishing brand positioning and values1) Identifying and establishing brand positioning and values

2)2) Planning and implementing brand marketing programsPlanning and implementing brand marketing programs

3)3) Measuring and interpreting brand performanceMeasuring and interpreting brand performance

4)4) Growing and sustaining brand equityGrowing and sustaining brand equity



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Motivation forMotivation for

CustomerCustomer--Based Brand Equity ModelBased Brand Equity Model Marketers know strong brands areMarketers know strong brands are

important but arent always sure how toimportant but arent always sure how to

build one.build one. CBBE model was designed to be CBBE model was designed to be

comprehensivecomprehensive

cohesivecohesive wellwell--groundedgrounded

upup--toto--datedate

actionableactionable

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