MODULE 1: PRODUCT MANAGEMENT

1.1 Product Planning

Product Planning refers to the strategic process of determining the direction and development of a
product throughout its lifecycle. It involves making informed decisions to ensure the product meets
market needs, aligns with the organization's goals, and achieves profitability and customer satisfaction.

• Market Research and Analysis: Identify customer needs, preferences, and market trends.
Analyze competitors and industry dynamics.
• Idea Generation and Screening: Brainstorm potential product ideas. Screen ideas to ensure
alignment with business goals and market demand.
• Concept Development: Create detailed product concepts based on selected ideas. Define the
target market, key features, and unique value propositions.
• Feasibility Study: Assess technical, financial, and operational viability. Conduct risk analysis
and resource planning.
• Strategic Roadmap Creation: Outline product milestones and timelines. Define pricing,
distribution, and marketing strategies.
• Lifecycle Management: Plan for growth, maturity, and eventual product phase-out or
replacement.

1.2 New Product Management

New Product Management refers to the structured process of overseeing the creation, development,
and launch of a new product. It involves managing all stages of the product's lifecycle, from ideation
to commercialization, ensuring the product meets market needs, aligns with business objectives, and
achieves success in the marketplace. New Product Development (NPD) Process:

1.3 Product Portfolio Analysis

Product Portfolio Analysis is a strategic tool used by businesses to evaluate and manage their collection
of products or services. The goal is to optimize the mix of offerings to maximize profitability, balance
risk, Identify high-performing products and divest underperforming ones and align with market
opportunities and organizational goals.

Tools:

1. BCG Matrix (developed by Bruce Henderson of Boston Consulting Group in 1970’s)

 2. GE-McKinsey Matrix (developed by general electric company along with McKinsey & Co,USA)

3. Ansoff Matrix (H. Igor Ansoff and first published in the Harvard Business Review in 1957, in
an article titled "Strategies for Diversification."
• Market Penetration: Increase sales in
existing markets with current products.
• Product Development: Introduce new
products to existing markets.
• Market Development: Enter new
markets with current products.
• Diversification: Launch new products in
new markets.

1.4 Market Attractiveness & Components of Market Attractiveness

Market Attractiveness refers to the degree to which a market presents opportunities for a business to
achieve growth, profitability, and competitive advantage. It is a critical factor in strategic decision-
making, particularly when evaluating market entry, product launch, or investment options.

Components of Market Attractiveness

1. Market-Related Factors: Market Size, Market Growth Rate, Customer Needs and Trends, Market
Segmentation, Competition and Barrier to entry
2. Category Factors: According Michael Porter (5 force Model) : Threat of New Entrants and Substitute,
Bargaining Power of Buyer and Supplier, Industry Rivalry

3. Environmental: PESTEL

1.5 Product Market Strategies

Product Market Strategies are frameworks businesses use to determine how to grow by aligning their
products and services with target markets. These strategies are primarily aimed at expanding market
presence, enhancing profitability, and meeting customer needs effectively.

4 Strategies: Product development, Market Penetration, Product development and Diversification

1.6 Product Life Cycle Stages And Corresponding Strategies

The Product Life Cycle (PLC) describes the stages a product goes through from its introduction to the
market until its eventual decline or withdrawal. Each stage requires distinct strategies to maximize
profitability, manage growth, and sustain the product in the market.

Strategies for Product Life Cycle Stages

Stage Key Strategies

Introduction - Aggressive promotion to build awareness- Penetration or skimming pricing- Limited

features to gather feedback- Establish distribution channels

Growth - Enhance product features- Competitive pricing- Expand distribution- Emphasize

differentiation through branding and advertising
 Maturity - Innovate with upgrades or redesigns- Offer discounts or bundles- Strengthen loyalty
programs- Optimize distribution channels

Decline - Focus on niche markets- Lower prices to clear inventory- Minimize promotions-
Phase out unprofitable channels or plan for product withdrawal

Note: 1. Skimming Pricing: Setting a high price initially to maximize profits from early adopters, then
gradually lowering it over time. E.g. Mobile 2. Penetration Pricing: Setting a low initial price to quickly
attract customers and gain market share, with plans to increase prices later. E.g. streaming service
offering a low subscription price

1.7 Competitor Analysis

Competitor Analysis is a strategic process to evaluate current and potential rivals in a market. It
involves assessing their strengths, weaknesses, strategies, and market position to gain insights that
inform your business strategy, enhance competitive advantage, and identify opportunities for growth.

Steps: Identify Competitors- Collect Data- Competitors strengths and weakness – Analyze customer
needs and wants- Analyze Offerings- Study Market Position-Assess Strategies-compare-take actions

Tools: SWOT, Bench marking, Porter 5 Force Model, Social Media listening

MODULE 2: INTRODUCTION TO BRAND MANAGEMENT

A brand is the unique identity, image, and reputation of a product, company, or individual that
distinguishes it from others in the market.

Aspect Brand Product

Definition The unique identity, image, and A tangible or intangible item offered to
perception associated with a company meet customer needs or desires.
or item.

Focus Focuses on the values, experience, and Focuses on the functionality, features,
emotional connection. and specifications.

Scope A brand can represent a company, A product is a specific item or service

person, or an entire product line. offered for sale.

Longevity Brands tend to have long-term value Products may have a limited lifecycle
and recognition. or specific market.

Emotional Brands often evoke emotions and Products are typically bought for
Connection loyalty. practical reasons.

Identity Represents the essence and personality Represents the physical characteristics
of the company or product. and quality of an item.
 Examples Apple, Nike, Coca-Cola. iPhone, Air Max shoes, Coca-Cola
Classic.

2.2 Brand Components & Attributes

Brand Components/Elements:

1. Brand Name: The title or label under which the brand is recognized and marketed. (Nike)
2. Logo: The visual symbol, icon, or graphic representation that identifies the brand. (Apple)
3. Tagline/Slogan: A memorable phrase that conveys the brand’s promise or core message. (e.g.,
"Just Do It" for Nike)
4. Brand Voice: The tone, language, and style used in communication with customers. (e.g., Old
Spice's humorous tone).
5. Brand Colors: A specific set of colors used consistently across all brand materials. (e.g., Coca-
Cola’s red)
6. Packaging: The design and presentation of the product, which contributes to its identity and
appeal. (e.g., Amazon Prime).
7. Typography: The fonts and typographic style used in branding to create a cohesive visual
identity. (e.g., Google’s clean and modern font)
8. Jingle/Sound: A specific tune or sound associated with the brand that enhances recognition.
9. Brand Mascot: A character or figure used to represent the brand in advertising and marketing.
Brand Attributes: These are the characteristics & qualities that define how consumers perceive a brand:
(Attribute: Quality, Trustworthiness, Innovation, Reputation, Loyalty, Emotional Appeal, Sustainability,
Authenticity and Value Propositions)

(Brand Attribute Management Process: Identifying Brand Attributes- Defining the Brand Personality-
Communicating Brand Attributes- Measuring Brand Attributes- Maintaining and Evolving Attributes)

2.3 Types of Brands

Brands can be categorized into various types based on their focus, purpose, and how they position
themselves in the market. Here’s an overview of the major types of brands:

1. Individual Brand ( HUL: Bru, Close-Up, Dove, Fair & Lovely, Lifebuoy)
2. Product line Brand (Apple Phone Product line: iPhone 14, iPhone 14 Pro, iPhone SE)
3. Corporate Brand (Encompasses the entire company and all its offerings. Microsoft, Unilever)
4. Service Brand (Built around delivering exceptional services. Uber, Airbnb, Deloitte)
5. Luxury Brand (exclusivity, premium quality, and status. Rolex, Ferrari).
6. Retail Brand (Walmart, Target, IKEA)
7. Geographic Brand (Represents a place , New York Times , Mysore Sandal)
8. Employer Brand (Focuses on the reputation of a company as a workplace. Attracts and retains
top talent. Google )
9. Family Brand (Bajaj Group , Tata Group)
10. Nonprofit Brand (UNICEF, WWF (World Wildlife Fund)
 11. Global Brand (Recognized and available worldwide. McDonald’s, Coca-Cola, Samsung)
12. B2B Brand (Targets other businesses rather than individual consumers. IBM)

2.4 Brand Management

refers to the process of developing, maintaining, and overseeing a brand to ensure its long-term
success. (key aspects: Brand Strategy, Brand Identity, Brand Positioning, Brand Communication-ads,
Brand Equity, Brand Loyalty, Market Research, Brand Experience, Brand Extension, Brand Monitoring)

Strategic Brand Management Process

1. Identifying and Establishing Brand Positioning and Values

• Define the target audience

• Identify the brand's unique value proposition (differentiate the brand from competitors)

• Establish brand positioning (brand’s benefits and how it addresses customer needs)

Tools: Brand positioning map and Competitive analysis.

2. Planning and Implementing Brand Marketing Programs

• Develop the brand identity (Create logos, slogans, color )

• Select marketing mix strategies (Use product, price, place, and promotion)

• Leverage brand elements (Brand name. Packaging. Tagline or jingles)

• Execute marketing communications (social media, TV, websites, and print media)

3. Measuring and Interpreting Brand Performance

• Monitor brand equity (Evaluate how consumers perceive and value the brand)

• Measure key performance indicators (KPIs): (Brand awareness. Brand loyalty. Market share.
Customer satisfaction. Use surveys, focus groups, and analytics)

4. Growing and Sustaining Brand Equity

• Brand extensions (Expand the brand into new product categories)

• Brand reinforcement (update marketing strategies to stay relevant)

• Brand revitalization (Reposition/rebrand when necessary to adapt to market changes)

• Leverage partnerships (co-branding or strategic alliances to enhance brand )

5. Auditing and Refining the Brand

• Conduct brand audits (SWOT analysis).

• Adjust strategies based on feedback

2.5 Significance Of Branding To Consumers & Firms
To Consumers To Firms

1. Recognition & Trust 1. Differentiation

2. Emotional Connection 2. Customer Loyalty & Retention

3. Quality Assurance 3. Price Premium

4. Personal Identity & Social Status 4. Competitive Advantage

5. Loyalty & Repeat Purchase 5. Expansion Opportunities

6. Convenience 6. Brand Equity 7. Consistency & Clarity

2.6 Branding Challenges & Opportunities

Branding Challenges Branding Opportunities

1. Maintaining Consistency 1. Leveraging Social Media

2. Adapting to Market Changes 2. Personalization

3. Competitive Pressure 3. Influencer Partnerships

4. Reputation Management 4. Sustainability & Social Responsibility

5. Globalization 5. Innovation and Product Development

6. Brand Dilution 6. Global Reach

7. Building Brand Loyalty 7. Celebrity Endorsement

8. Digital Transformation 8. Brand Extensions

Brand Dilution: Overextending a brand by launching too many unrelated products can dilute its identity,
reducing consumer loyalty and confusing the market.
7.

2.7 Selecting Brand Names

Factors to be Consider while selecting Brand name: Relevance, Simplicity, Distinctiveness, Emotional
Appeal, Scalability, Cultural Sensitivity, Availability, Pronunciation and Spelling, Legal Protection, Visual
Appeal, Memorability, Uniqueness.

Types:

• Descriptive: Clearly describes the product or service (e.g., General Electric, American Airlines).
• Acronyms: Abbreviations of longer names (e.g., IBM, UPS).
• Invented (e.g., Google).
• Founder-Based (e.g., Ford, Walt Disney).
• Geographical (e.g., New York Times, California Pizza Kitchen).
• Metaphorical: Uses metaphors or symbols to convey the brand's essence (e.g., Red Bull, Nike).
• Blanket Family Name: TATA
• Individual ( HUL: Bru, Close-Up, Dove, Fair & Lovely, Lifebuoy)
2.8 Kepferer Brand Identity Prizm Model
Brand Identity refers to the distinct set of characteristics, elements, and attributes that define and
differentiate a brand in the minds of consumers. It encompasses everything the brand does to
communicate its essence, values, and purpose. Brand identity is how a company wants its audience to
perceive it, and it plays a crucial role in shaping consumer perceptions and experiences.

The Kepferer Brand Identity Prism is a model developed by Jean-Noël Kapferer to help define and
analyze the different facets of a brand's identity.

The Six Dimensions of the Kapferer Brand Identity Prism:

1. Physique (External ): Refers to the physical characteristics of the brand, such as logos, colors,
product design, packaging, and other tangible aspects. Example: The red and white color
scheme of Coca-Cola.

2. Personality (Internal): Describes the human

traits or characteristics that are attributed to
the brand. Example: Nike is often associated
with traits like determination, energy, and
motivation.

3. Culture (Internal): Represents the values,

principles, and cultural elements that the
brand stands for and communicates.
Example: Patagonia stands for environmental
sustainability and outdoor culture.

4. Relationship (External): with its consumers. It

can include aspects like customer service,
brand loyalty, and customer interaction. Example: Starbucks has a friendly, personalized
relationship with its customers, encouraging loyalty and frequent visits.

5. Reflection (External): Represents how the brand wants its customers to perceive themselves
when they use the brand or product. Example: Audi reflects sophistication and success for its
customers

6. Self-Image (Internal Dimention): Refers to how the consumers perceive themselves when they
interact with the brand. Example: A consumer of Apple may perceive themselves as modern,
tech-savvy, and innovative.

Hence Brand Identity helps business to maintain: Differentiation, Consistency, Emotional Connection,
Trust and Credibility, Recognition and Recall
 MODULE 3: BRAND EQUITY
Brand equity refers to the value a brand holds in the minds of consumers based on their perception,
recognition, and experiences with the brand. Strong brand equity leads to customer loyalty, premium
pricing, and competitive advantage.

3.1 Sources Of Brand Equity/Auker Brand Equity Model/Methods of Measuring Brand Equity
David Aaker’s Brand Equity Model, also known as the Five Asset Model, outlines the key elements
that contribute to brand equity. It focuses on how different components build value for both the brand
and its customers.

1. Brand Awareness

▪ Brand Recall: Ability to remember the brand when prompted.

▪ Brand Recognition: Familiarity with the brand when seen or heard.

2. Brand Associations (The attributes, qualities, or emotions consumers link to the brand)

3. Perceived Quality (Consumer perception of the brand's quality compared to competitors)

4. Brand Loyalty (The degree of consumer attachment and preference for the brand over
competitors). Loyal customers often exhibit: 1. Repeat purchases. 2.Positive word-of-mouth.

5. Proprietary Assets (Patents, Trademarks, Unique brand elements like logos or jingles)

3.2 Four Steps of Strong Brand Building/ Customer-Based Brand Equity (CBBE)
The 4 Steps of Strong Brand Building
are derived from the Customer-Based
Brand Equity (CBBE) model by Kevin
Keller.

1. Establish Brand Identity (Who

Are You?)
2. Create Brand Meaning (What
Are You?)
3. Foster Brand Response (What
About You?)
4. Build Brand Relationships
(What About You and Me?)

3.3 Brand Architecture

Brand Architecture refers to the organizational structure and hierarchy of brands within a company’s
portfolio. It defines how the brands are related to each other and how they should be presented to
consumers. Effective brand architecture helps companies manage multiple brands, avoid confusion,
and strategically position products in the market. Type:
1. Monolithic (Branded House): The company uses one primary brand to cover all its products and
services. The sub-brands are closely tied to the parent brand. E.g. Apple (e.g., iPhone, iPad, MacBook).

2. Endorsed Brands: Sub-brands are supported by a parent brand, but each has its own unique identity.
The parent brand provides credibility, but the sub-brands can stand alone. (TATA Steel, TCS, TATA
Motors, TATA Tea)

3. Freestanding (House of Brands): The company owns multiple brands that operate independently,
with little or no connection to the parent brand. Each brand has its own identity, target audience, and
marketing strategy. ( HUL: Bru, Close-Up, Dove, Fair & Lovely, Lifebuoy)

(Extra: Levels Of Brand Architecture: Product Branding-Line Branding- Range Branding- Umbrella
Branding- Source Branding- Endorsement Branding- Corporate Branding)

3.4 Brand Extension And Stretching

Brand extension refers to using an established brand name to launch new products in a different
category. Types of Brand Extensions:

• Vertical Line Extension: Introducing new products within the same product category but
differing in terms of price, quality, or features (e.g., luxury vs. economy). (Dove Shampoo, Dove
Deodorant, and Dove Body Lotion.)

• Horizontal Line Extension: Launching products in different categories that are still related to
the parent brand’s image (Nike- apparels{ T-shirts, jackets} and sports equipment <balls, bags>).

(Advantages: Leverage Existing Brand Equity , Faster Acceptance, Cost Efficiency. Disadvantages:
Confusion and Delusion)

Brand stretching is a broader concept that involves extending a brand into entirely new product
categories, often in unrelated markets. OR creating complementary products for its main products. For
example, Nike, a sports brand, creates various equipment, wears, and other sport-related products
that complement each other. Types:

• Functional Stretch: Moving into a new category where the brand’s functional benefits are still
relevant (e.g., moving from food products to beverages).
• Emotional Stretch: Moving into a category where the brand’s emotional appeal resonates with
customers in a new context (e.g., moving from a beauty brand to a fashion brand). (e.g., Amul
Shrikhand, Amul Ghee, Amul Butter Milk).

(Adv: Brand Visibility, Revenue, Max brand potential. Dis: Overstretching and Dilution)

3.5 Brand Leveraging

Brand Leveraging refers to the strategic use of an established brand name and its equity to launch new
products, services, or enter new markets.

Types of Brand Leveraging: 1. Brand Extension, 2. Co-Branding(Nike and Apple = Nike+), 3. Brand 4.
Licensing, 5. Brand Partnerships (Amazon and Whole Foods), 6. Brand Stretching
Benefits: Faster Market Acceptance, Reduced Costs, Cross-Promotion Opportunities, Increased Brand
Loyalty

3.6 Brand Loyalty.

Brand loyalty refers to the positive attitude and consistent preference that consumers show toward a
particular brand over time. Loyal customers continue to choose the brand over competitors, even
when alternatives are available.

Key Aspects: 1. Emotional Connection 2. Trust 3. Repeated Purchase Behavior 4. Resistance to

Competitors

Factors Influencing Brand Loyalty: Product Quality, Customer Satisfaction, Emotional Connection,
Rewards, Brand Image and Reputation, Perceived Value

Benefits: Word-of-Mouth Marketing, Price Premium, Competitive Advantage, Reduced Marketing

Costs, repeat purchases

3.7 Brand Portfolio Strategy

Brand Portfolio Strategy refers to the way a company manages its collection of brands and sub-brands
to achieve specific business goals.

Strategies: House of Brands (Independent Brands), Branded House (Unified Brand) and Hybrid Strategy

A well-structured brand portfolio allows a company to maximize brand equity, ensure market coverage,
and risk diversification. At the Same time it may lead to Brand dilution and complexity.

3.8 Making A Brand Strong: Clear Brand Identity, Marketing/Promotion, Strong Emotional
Connection, Deliver High-Quality Products/Services, Strong Brand Positioning, Brand Awareness and
Visibility, Brand Leverage, Extension , Stretching , Brand equity etc

MODULE 4: BRAND POSITIONING

Brand positioning is the process of creating a distinct and meaningful place in the minds of consumers
for a brand. It involves defining how a brand is different from its competitors and what unique value it
offers to its target audience. 3C’s : Customer, Competitor and Company

4.1. Types Of Positioning

1. By Product Attributes or Features
2. By Quality or Price
3. By Use or Application
4. By Product Category
 5. By Competitor (Positioning against a competitor by directly comparing strengths, qualities, or
advantages. Example: Pepsi positions itself as a younger, more fun alternative to Coca-Cola.
6. By Benefits or Needs
7. By User Type
8. By Geographic Location
9. By Cultural Symbolism
10. By Brand Name (TATA)

Benefits of Brand Positioning:

• Differentiation • Better Consumer Understanding

• Clear Brand Identity • Competitive Advantage
• Customer Loyalty • Targeted Marketing
• Increased Market Share • Enhanced Brand Recognition
• Premium Pricing • Stronger Emotional Connection

Brand Positioning Process: 1. Identify Target Audience 2. Analyze Competitors 3. Define Unique Value
Proposition (UVP) 4. Determine Brand Differentiation 5. Establish Brand Positioning Statement 6.
Communicate the Positioning 7. Monitor and Adjust Positioning

Positioning Guidelines.: Clarity, Consistency, Differentiation, Relevance, Credibility, Simplicity, Focus,

Emotional Appeal, Long-term Viability, Consistency with Brand Identity

4.2 Positioning Error: Over and Under Positioning

Aspect Over Positioning Under Positioning

Definition The brand is positioned too narrowly, The brand is positioned too vaguely, with
causing it to be associated with just no clear or strong identity in the
one attribute or perception. consumer’s mind.

Consumer Consumers perceive the brand as Consumers have a weak or unclear

Perception limited to one attribute or feature. perception of what the brand truly
offers.

Risk May alienate other customer segments May confuse or fail to attract a specific
and limit brand appeal. audience due to a lack of differentiation.

Brand Appeal Narrow, may limit growth Broad, but lacks focus and may fail to
opportunities. create strong connections.

Example of Tata Nano (Positioned solely as the Maruti Suzuki (Earlier position as an
Indian Brand "cheap car," limiting its appeal to affordable, basic car brand, but lacked a
budget-conscious consumers.) strong identity beyond that.)

4.3 Brand Repositioning

Brand Repositioning is the process of changing the way a brand is perceived in the minds of consumers.
It involves altering the brand’s image, value proposition, or target market to better align with consumer
needs, competitive pressures, or market trends. E.g. Maggi Noodles

Reasons for Brand Repositioning: Change in Consumer Preferences, Increased Competition, Market
Expansion, Product Improvements, Brand Decline, Mergers or Acquisitions, Cultural or Societal Shifts,
Error in Positioning.

Steps in Brand Repositioning: Assess Current Position- Understand Target Market Analyze Competitors-
Redefine Brand’s Unique Value Proposition -Adjust Brand Messaging and Visual Identity-Communicate
the Change-Monitor and Measure

Types: Corporate, Product, Price, Target Market, Attribute or Benefit, Cultural and Geographic
Repositioning

Benefits same as Positioning benefits

4.4 Differentiation
Brand Differentiation is the process of distinguishing a brand from its competitors by highlighting
unique characteristics, features, or qualities that make it stand out in the marketplace. It helps create
a distinctive identity that attracts consumers and builds brand loyalty.

• Product Features or Attributes • Innovation

• Quality • Packaging
• Customer Service • Social Responsibility
• Price • Distribution and Accessibility
• Brand Image and Personality

4.5 Celebrity Endorsement

Celebrity Endorsement is a marketing strategy where a well-known personality (celebrity) promotes a
brand, product, or service to influence consumer perception and boost sales. Celebrities include actors,
Sportsperson, musicians, chef, cartoon, Musicians and Social Media Influencer

Benefits of Celebrity Endorsement:

• Increased Brand Awareness • Brand Differentiation

• Enhanced Brand Credibility • Lasting Publicity
• Emotional Connection • Brand Positioning
• Target Audience Reach • Personality Transfer
• Influence on Purchase Decisions • Acquire New Consumer

Risk/Challenges: Celebrity Scandals (Darshan-Ramraj), Loss of Popularity (Priyanka chopra- Nokia)

Overexposure (Akshay Kumar) Overshadowing (Messi – Byjus), legal (Court- Misleading ads), High
Costs, Over-reliance on Celebrity, Mismatch Between Celebrity and Brand
4.6 Co-Branding
Co-branding is a marketing strategy where two or more brands collaborate to promote a product
or service, combining their individual strengths to create a unique offering.

1. Ingredient Co-Branding: One brand provides a component or ingredient to another brand’s

product. Example: Intel Inside in computers (Intel and PC manufacturers).

2. Composite Co-Branding: Two or more brands are combined to create a new product. Example:
Nike x Apple – Collaboration on wearable tech like the Apple Watch Nike+.

3. Same-Product Co-Branding: 2 brands collaborate to create a product together. Tata Starbucks

Benefits: Increased Brand Awareness, Shared Resources, Enhanced Brand Credibility, Access to
New Markets, Improved Customer Loyalty, Innovation and Differentiation, Increased Sales and
Profits, Competitive Advantage, Synergy, risk sharing

4.7 Licensing : Licensing is a business arrangement where a brand owner allows another party
(licensee) to use its brand, trademark, or intellectual property in exchange for royalties or a fee. It helps
extend the brand’s reach into new markets or product categories without incurring the risks of
developing the products themselves. Example: Mercedes-Benz licensing its logo for use on
merchandise like bags and accessories.

4.8 Identifying Gaps Using Perceptual Maps

Perceptual maps are graphical tools used to visualize consumer perceptions of a brand, product, or
service relative to competitors based on various attributes or characteristics. They help in identifying
gaps in the market where customer needs are not being fully met.
Two-Dimensional Map: it plots brands on a two- Multi-Dimensional Map: plot more than two
axis graph based on two key attributes (e.g., price vs. attributes to plot brands. (e.g., price . quality, design,
quality). customer service).

• Empty Spaces: Look for areas on the map where

Spidergram perceptual map: requires no brands are currently positioned.
customers’ rates for a product or brand • Overcrowded Areas: Identify areas where multiple
characteristics. brands are clustered together.
• Consumer Preferences
Steps: Identify Key Attributes- Plot Brands on the Map
- Analyze the Positioning-Look for Market Gaps-
Evaluate Consumer Preferences-Develop Strategy to Fill
the Gap.
Benefits: Clear Market Positioning, Identifying
Consumer Needs, Targeted Marketing, Differentiation,
Enhanced Brand Strategy, Informed Decision Making,
Customer-Centric Approach, growth opportunity
 MODULE 5: BRAND AUDIT AND VALUATION
5.1 Brand Audit
A Brand Audit is a comprehensive assessment of a brand’s current position in the market, its
performance, and how it is perceived by consumers. It helps businesses evaluate the effectiveness of
their branding efforts and identify areas for improvement.

Key Steps in Conducting a Brand Audit:

1. Brand Inventory (brand assets - logos, messaging, products, packaging, and advertising)

2. Brand Exploratory (Gather consumer insights through surveys, interviews, or focus groups )

3. Competitive Analysis (brand's position in comparison to competitors in SWOT).

4. Internal Brand Assessment (Evaluate how employees and stakeholders perceive the brand)

5. Brand Performance Metrics (KPIs such as sales, market share, brand loyalty, and awareness)

6. Consumer Perception

7. Brand Positioning

8. Brand Consistency (Benefits same as 4.8)

5.2 Internal Branding

Internal Branding refers to the process of aligning and engaging employees with the brand’s core values,
mission, and vision. It aims to ensure that employees understand and live the brand both internally
(within the organization) and externally (in their interactions with customers).

Key Elements of Internal Branding: Brand Education, Employee Engagement, Brand Culture,
Leadership Involvement, Employee Empowerment, Internal Communication, Brand Training and
Development, Recognition and Reward and Brand Advocacy

5.3 Brand Valuation

Brand Valuation refers to the process of estimating the monetary value of a brand. It involves assessing
the worth of a brand based on factors like its financial performance, market position, consumer loyalty,
and the overall impact on the business. Brand valuation helps businesses understand the contribution
of their brand to overall revenue and its role in strategic decision-making.

Components of Brand Valuation:

1. Brand Loyalty 6. Customer Perception

7. Brand Strength
2. Brand Awareness
8. Market Share
3. Market Positioning

4. Brand Assets

5. Revenue Contribution
Types of Brand Valuation:

1. Cost-Based Valuation (costs incurred to create the brand, including marketing, ads)

2. Market-Based Valuation ( comparing it with similar brands )

3. Income-Based Valuation (potential revenue that the brand can generate over time)

4. Relief-from-Royalty Method (Calculates brand value by estimating the royalties that would be
saved if the brand were owned, rather than licensed)

5. Excess Earnings Method (excess earnings over cost)

6. Brand Strength Index (BSI) Method (evaluates the strength of a brand using metrics such as
market position, competitive performance, and customer loyalty)

MODULE 6: BUILDING ONLINE BRANDS

6.1 Marketing Communication and Marketing Communication Options
Marketing Communication refers to the process of conveying information about a brand, product, or
service to potential and existing customers through various channels, with the goal of influencing their
attitudes, behaviors, and decisions. It forms a crucial part of the broader marketing strategy.

Objectives: Brand Awareness, Engagement, Persuasion, Customer Retention and Information Sharing

Marketing Communication Options

1. Advertising (TV, radio, print, billboards_

2. Public Relations (Press releases, media coverage, sponsorships)
3. Sales Promotions (Discounts, coupons, contests)
4. Direct Marketing (Emails, SMS, telemarketing)
5. Digital Marketing (Social media, SEO/SEM, influencer marketing)
6. Content Marketing (Blogs, videos, infographics)
7. Personal Selling (In-store demos, B2B meetings)
8. Sponsorship and Events (trade shows)
9. Word of Mouth (WOM) and Referrals

6.2 How Social Media be Used to Build a Brand

• Building Brand Awareness (Use engaging and consistent content (e.g., Zomato’s witty memes
and relatable posts).
• Engaging the Audience (Interactive content like polls, quizzes, and live videos (e.g., Netflix
India’s “Guess the Show” quizzes).
• Leveraging User-Generated Content (Encourage customers to share experiences (e.g., Nykaa’s
#NykaaBeauty campaign).
• Storytelling Share authentic and relatable brand stories (e.g., Tata Tea’s "Jaago Re" campaign).
• Influencer Collaborations (Partner with influencers aligned with the brand)
• Trending and Viral Content (Create content around current trends.
• Social Media Advertising (e.g., Swiggy’s Instagram ads for “Swiggy Genie”).
• Real-Time Marketing (Respond to trends and feedback quickly)
6.3 Components of the New Media Environment
1. Social Media Platforms: Facebook, Instagram, Twitter, TikTok.
2. Streaming Services: YouTube, Netflix, Spotify.
3. Search Engines: Google, Bing, voice search tools like Alexa.
4. Mobile Apps: E-commerce, news, gaming, and utility apps.
5. Influencer Ecosystem: Social media influencers and content creators.
6. User-Generated Content (UGC): Reviews, blogs, forums, and shared media.
7. Emerging Technologies: AI, AR/VR, and blockchain-based platforms.