BRAND MANAGEMENT –MODULE 1

DEFINE BRAND
A brand is a name, symbol, or design that identifies and distinguishes a product or service
from others and evokes a certain set of expectations in consumers. It's more than just a logo
or name; it's a collection of perceptions, feelings, and experiences that people associate with
a particular brand. A strong brand can create a competitive advantage for a company by
leading to increased customer loyalty, higher prices, and stronger financial performance.

key elements of a brand:

 Name: The name of a brand should be catchy, memorable, and relevant to the product or
service it represents.
 Symbol: A symbol can be a logo, a color, or any other visual representation of a brand. It
should be simple, recognizable, and distinctive.
 Tagline: A tagline is a short phrase that summarizes the essence of a brand. It should be
memorable and persuasive.
 Messaging: A brand's messaging is the way that it communicates its value proposition to
customers. It should be consistent, clear, and persuasive.
 Customer experience: A brand's customer experience is the sum of all the interactions that
customers have with the brand. It should be positive, memorable, and consistent.

Branding is the process of creating, developing, and maintaining a strong brand. It involves
developing a clear brand identity, establishing a consistent brand message, and creating a
positive brand experience. Branding is an ongoing process that requires constant attention
and investment.

benefits of a strong brand:

 Increased customer loyalty: Customers who are loyal to a brand are more likely to return for
repeat purchases and recommend the brand to others.
 Higher prices: A strong brand can command premium prices for its products and services.
 Stronger financial performance: Companies with strong brands tend to have stronger
financial performance than those with weaker brands.

BRAND ELEMENTS

PH SYMBOLIC VALUE+ BRAND

PHYSICAL
PRODUCT PSYCHOLOGICAL BENEFIT

1. User Imagery : User imagery is a crucial element of branding, encompassing the

visual representations and perceptions that consumers associate with a brand. User
imagery serves as a powerful tool for brand communication, conveying emotions,
 values, and the overall essence of a brand. Most brands show their typical user both
demographically and pshychographically. The user image signal the self
image,esteem,lifestyle and values of target customer.

2. Emotional benefits : Emotional branding is the process of connecting with customers

on an emotional level. This can be done through using storytelling, imagery, and
music .Brand also transform user experience by creating a satisfying state.
Experience with product and brand is not same. Emotional benefits in branding refer
to the positive feelings and associations that consumers develop with a brand. These
emotional connections can be a powerful force in driving consumer behavior, leading
to increased brand loyalty, higher prices, and stronger financial performance.

3. Brand personality : Brand personality is the set of human characteristics that are
associated with a brand. It should be consistent with the brand's target audience. A
brand personality can be described using adjectives like "friendly," "innovative," or
"reliable."

4. Brand Image : Brand image is a crucial element of branding that encompasses the
overall perception of a brand among its target audience. It represents how a brand is
seen, understood, and recognized by consumers, shaped by various factors,
including the brand's identity, messaging, experiences, and reputation.

Importance of Brand Image

A strong brand image plays a pivotal role in building a successful brand:

 Differentiation and Recognition: A distinctive brand image helps a brand stand out
from competitors, enhancing its recall and recognition among consumers.
 Emotional Connection: A positive brand image cultivates emotional connections with
consumers, fostering trust, loyalty, and advocacy.
 Consumer Choice: A favorable brand image positively influences consumer
purchasing decisions, making the brand a preferred choice among similar offerings.
 Pricing Power: A strong brand image can command premium pricing, as consumers
are willing to pay more for products and services associated with a reputable and
well-respected brand.

Components of Brand Image

Brand image is shaped by a combination of factors:

 Brand Identity: The core elements of the brand, including its name, logo, tagline, and
values, provide a foundation for the brand image.
 Messaging and Communication: The brand's messaging, including marketing
campaigns, social media interactions, and customer service, conveys the brand's
personality, values, and offerings.
 Customer Experience: The actual experiences consumers have with the brand, from
product usage to customer service interactions, contribute to the overall brand image.
 Reputation and Buzz: The brand's reputation, including public perception, media
coverage, and word-of-mouth, significantly impacts its image

CRITERIA FOR CHOOSING BRAND ELEMENTS

  Memorability
 Meaningfulness – clear and relevant meaning that aligns with the brand's identity and
values.
 Likability: appealing and evoke positive emotions
 Adaptability
 Protectability:The brand elements should be legally protected
 Transferability:The brand elements should be adaptable and can be effectively
applied across various touchpoints, such as print, digital, and physical environments.

DEFINE BRAND EQUITY

Brand equity is the value that a brand has in the marketplace beyond its tangible assets. It is
the difference between what a company could sell a brand for and the cost of replacing all of
the brand's assets. Brand equity is often referred to as the "intangible asset" of a company,
because it is not something that can be easily measured or quantified.
Key concepts:

 Brand name: The name of a brand is one of the most important visual elements, as it
is the first thing that people see and hear. A brand name should be memorable,
catchy, and relevant to the product or service it represents.
 Brand Identity: The core elements of the brand, including its name, logo, tagline, and
values, provide a foundation for the brand image.

 Brand personality is the set of human characteristics that are associated with a
brand. It is a way of humanizing a brand and making it more relatable to consumers.
Brand personality can be described using adjectives like "friendly," "innovative," or
"reliable."
 Brand promise : A brand promise is a statement that a company makes about the
benefits that it will deliver to its customers. It is a commitment to the customer that
the company will provide a certain level of quality, service, or value.
 Brand equity is the value of a brand over and above its tangible assets. It is a
company's most valuable asset and can be a key driver of its success. A strong
brand can command premium pricing, attract more customers, and reduce marketing
costs.

 Brand awareness : aware of existing brand by percentage of pop in target market

Spontaneous brand awareness is the level to which consumers can recall or

recognize a brand without any prompting or help. It is often measured through
surveys or focus groups where consumers are asked to list brands that they are
familiar with.

Prompted brand awareness is the level to which consumers can recall or recognize a
brand when given a prompt or cue.

 Brand architecture refers to the framework that a company uses to organize its
brands and sub-brands.
monolithic brand architecture, all of the company's brands use the same parent
brand name
 endorsed brand architecture, the parent brand name is used as an endorsement for
sub-brands.
freestanding brand architecture, each of the company's brands has its own unique
name and identity.
 Brand associations are the mental connections that consumers make between a
brand and a concept, image, emotion, experience, person, interest, or activity. These
associations are formed through a variety of experiences, including marketing
communications, customer interactions, and word-of-mouth.
 Brand differentiation is the process of creating a unique and distinctive position for a
brand in the market.

BRAND PERSONALITY
Brand personality is the set of human characteristics that are associated with a brand. It is a
way of humanizing a brand and making it more relatable to consumers. Brand personality
can be described using adjectives like "friendly," "innovative," or "reliable.

 Differentiate the brand from competitors

 Create a connection with consumers
 Build brand loyalty
 Command a premium price

How to

 Identify your target audience

 Develop a clear brand voice
 Use consistent visual elements
 Deliver consistent messaging
 Show, don't tell
 Be authentic
 Be consistent
 Be adaptable

DEFINE BRAND IMAGE

Brand Image : Brand image is a crucial element of branding that encompasses the overall
perception of a brand among its target audience. It represents how a brand is seen,
understood, and recognized by consumers, shaped by various factors, including the brand's
identity, messaging, experiences, and reputation.

Importance of Brand Image

A strong brand image plays a pivotal role in building a successful brand:

 Differentiation and Recognition: A distinctive brand image helps a brand stand out
from competitors, enhancing its recall and recognition among consumers.
 Emotional Connection: A positive brand image cultivates emotional connections with
consumers, fostering trust, loyalty, and advocacy.
 Consumer Choice: A favorable brand image positively influences consumer
purchasing decisions, making the brand a preferred choice among similar offerings.
  Pricing Power: A strong brand image can command premium pricing, as consumers
are willing to pay more for products and services associated with a reputable and
well-respected brand.

Components of Brand Image

Brand image is shaped by a combination of factors:

 Brand Identity: The core elements of the brand, including its name, logo, tagline, and
values, provide a foundation for the brand image.
 Messaging and Communication: The brand's messaging, including marketing
campaigns, social media interactions, and customer service, conveys the brand's
personality, values, and offerings.
 Customer Experience: The actual experiences consumers have with the brand, from
product usage to customer service interactions, contribute to the overall brand image.
 Reputation and Buzz: The brand's reputation, including public perception, media
coverage, and word-of-mouth, significantly impacts its image

BRAND IDENTITY

Brand identity is the set of unique characteristics that define a brand and differentiate it from
its competitors. It encompasses everything that makes a brand recognizable and
memorable, from its name and logo to its messaging and values.

 Helps to create a strong first impression

 Establishes a clear brand voice and tone
 Facilitates brand recognition and recall
 Builds brand loyalty
 Enables brand differentiation

Creating a strong brand identity

 Define your brand's core identity: Determine what your brand stands for and what
makes it unique.
 Develop a brand strategy: Create a plan that outlines how you will communicate your
brand identity to your target audience.
 Create consistent brand assets: Ensure that all of your brand's visual and verbal
elements are consistent across all touchpoints.
 Be consistent in your messaging: Communicate your brand identity consistently
across all of your marketing materials.
 Monitor and measure your brand identity: Regularly assess how your brand identity is
being perceived by your target audience.

BRAND ARCHITECTURE

Brand architecture refers to the structure of a brand's organization and how its various
brands, sub-brands, products, and services are interrelated. It's a strategic framework that
helps companies define and manage their brand portfolio effectively. Brand architecture
serves several crucial purposes:

1. Clarity and Consistency: It establishes clear relationships between the parent brand and its
sub-brands, ensuring consistent messaging and positioning across the entire brand portfolio.
2. Brand Differentiation: It distinguishes between different brands within the company, allowing
each to develop a unique identity and appeal to specific target audiences.
3. Brand Synergy: It leverages the strength of the parent brand to support and elevate sub-
brands, while also allowing sub-brands to contribute to the overall brand reputation.
4. Brand Expansion: It provides a framework for introducing new brands or sub-brands without
compromising the existing brand portfolio's integrity.

Common Brand Architecture Models:

1. Monolithic Brand Architecture: All products and services are branded under the parent
brand's name, creating a strong and consistent brand identity. Examples include Nike,
Apple, and Coca-Cola.
2. Endorsed Brand Architecture: The parent brand endorses the brands of its subsidiaries,
leveraging the parent brand's strength while allowing sub-brands some autonomy. Examples
include Procter & Gamble and Unilever.
3. Freestanding Brand Architecture: Each brand within the company has its own unique identity
and operates independently, allowing for targeted marketing and differentiation. Examples
include Amazon and Google.
4. House of Brands: The parent company acts as a holding company for a portfolio of
independent brands, each with its own management and strategy. Examples include AB
InBev and LVMH.
5. Branded House: The parent brand serves as the overarching brand, while sub-brands are
extensions or variations of the parent brand. Examples include Virgin Group and General
Electric.

DIFFERENCE BETWEEN BRAND IDENTITY AND BRAND IMAGE

 ROLE AND IMPORTANCE OF BRANDING

Branding plays a crucial role for both customers and producers, influencing their
perceptions, decisions, and overall market dynamics. Here's a comprehensive breakdown of
the role and importance of branding for each group:

For Customers:

1. Simplified Decision-Making: Branding simplifies the decision-making process for customers

by providing a framework for evaluating products and services. Familiar brands act as a
trusted source, reducing the cognitive effort required for each purchase decision.
2. Risk Reduction: Branding instills trust and reduces perceived risk, especially when
purchasing unfamiliar products or services. A strong brand reputation signals quality,
reliability, and consistency, encouraging customers to make informed choices.
3. Emotional Connection: Branding evokes emotional connections with customers by creating a
unique brand personality and story. Customers often develop an emotional attachment to
brands that align with their values, aspirations, and lifestyle.
4. Brand Loyalty: Branding fosters brand loyalty by establishing a positive relationship with
customers. Loyal customers are more likely to repeat purchases, recommend brands to
others, and become brand advocates.
5. Enhanced Customer Experience: Branding contributes to a positive customer experience by
ensuring consistent messaging, quality products, and exceptional service across all
touchpoints. A cohesive brand experience reinforces trust and customer satisfaction.

For Producers:
1. Differentiation: Branding differentiates producers from competitors by creating a unique
identity and value proposition. A strong brand distinguishes a company's offerings and
attracts customers seeking specific qualities or associations.
2. Premium Pricing: Branding enables producers to command premium pricing for their
products or services due to perceived value and brand loyalty. Customers are willing to pay
more for brands they trust and believe offer superior quality.
3. Market Expansion: Branding facilitates market expansion by creating a strong brand
presence and attracting new customer segments. A well-established brand can expand into
new markets and establish a loyal customer base.
4. Brand Equity: Branding builds brand equity, which is the intangible value associated with a
brand. Strong brand equity can lead to increased sales, reduced marketing costs, and a
stronger competitive advantage.
5. Employee Morale: Branding boosts employee morale by creating a sense of belonging and
purpose. Employees take pride in representing a reputable brand and contribute to its
success.

In conclusion, branding plays a pivotal role for both customers and producers. For
customers, it simplifies decision-making, reduces risk, fosters emotional connections, drives
loyalty, and enhances overall experience. For producers, it differentiates offerings, enables
premium pricing, facilitates market expansion, builds brand equity, and boosts employee
morale. Branding is a strategic tool that drives success for both parties, creating a symbiotic
relationship that benefits the entire market.

KELLER AND AKAR MODEL ON BRANDING

Branding is a critical component of marketing strategy, encompassing the process of

creating and managing a brand's identity and reputation. Two prominent models that have
significantly impacted the understanding of brand equity are the Aaker Model and the Keller
Model. This essay will delve into a comparative analysis of these two models, highlighting
their key concepts, strengths, and limitations.

David Aaker's Brand Equity Model

Aaker's model, introduced in his book "Managing Brand Equity," identifies five key
dimensions that contribute to a brand's overall value:

1. Brand Awareness: The degree to which consumers are familiar with the brand and can
recognize and recall it.
2. Brand Loyalty: The extent to which consumers consistently prefer and repurchase the brand.
3. Brand Associations: The positive attributes and imagery associated with the brand, such as
quality, reliability, and luxury.
4. Brand Relationships: The emotional connection that consumers develop with the brand,
fostering advocacy and loyalty.
5. Brand Equity Leverage: The ability to extend the brand's value across different product
categories, markets, and customer segments.

Aaker's model emphasizes the importance of building strong brand awareness and
associations to create a valuable brand. It highlights the role of brand relationships in
fostering customer loyalty and advocacy.

Kevin Lane Keller's Brand Equity Model

Keller's model, introduced in his book "Strategic Brand Management," proposes a cognitive
hierarchy that explains how brand equity develops:
1. Brand Salience: The degree to which the brand stands out in the consumer's mind and is
top-of-mind when making purchasing decisions.
2. Brand Performance: The consumer's perception of the brand's ability to deliver on its
functional and emotional promises.
3. Brand Imagery: The consumer's mental image of the brand, encompassing its attributes,
personality, and symbolism.
4. Brand Relationships: The emotional connection that consumers have with the brand, leading
to trust, loyalty, and advocacy.
5. Brand Equity: The overall financial value of the brand, reflecting its ability to command
premium pricing, attract customers, and generate profits.

Keller's model emphasizes the importance of consistently delivering on the brand's promises
to build strong relationships with consumers. It highlights the role of brand imagery and
salience in driving brand awareness and recall.

Comparing Aaker and Keller Models

Both Aaker and Keller's models provide valuable insights into the factors that contribute to
brand equity. Aaker's model focuses on the tangible elements of brand equity, such as brand
awareness and associations, while Keller's model emphasizes the experiential and
emotional aspects of brand relationships and salience.

In practice, both models can be used to guide brand management strategies. Aaker's model
provides a framework for evaluating and measuring brand equity, while Keller's model offers
a process for developing and building brand equity over time.

Strengths and Limitations

Aaker's model is relatively simple and easy to understand, making it a valuable tool for
marketers and executives. It also provides a comprehensive framework for evaluating brand
equity. However, some critics argue that the model focuses too heavily on tangible aspects
of brand equity and neglects the experiential and emotional dimensions.

Keller's model offers a more in-depth understanding of the cognitive processes that drive
brand equity. It also highlights the importance of consistent brand messaging and
experiences. However, some critics argue that the model is overly complex and difficult to
apply in practice.

Conclusion

Both Aaker and Keller's models offer valuable contributions to the understanding of brand
equity. By incorporating elements from both models, marketers can develop a
comprehensive approach to building and managing strong brands. This approach should
focus on both the tangible and intangible aspects of brand equity, while using consistent
messaging and experiences to create a positive brand image and foster strong customer
relationships. By doing so, businesses can create brands that are valuable, enduring, and
profitable.