Brand

Management
Module 1
 We are living in an age of Brands .
These days no consumer asks for
just toothpaste, he specifically asks
Introduction for the brand that he wishes to use
i. e. Colgate , Close-up ,Patanjali,
Meswak etc.
https://www.youtube.com/watch?v=
JKIAOZZritk
 The American Brand Association defines
“brand” as
“a name, term, design, symbol, or any other
features that identifies one seller’s good or
Definition service as distinct from those of other
sellers. A brand may identify one item, a
family of items, or all items of that seller.”
https://www.youtube.com/watch?v=sQLlPC
_alT8
 • The history of the term "brand" dates back to the
unique marks burned into the hides of cattle to
distinguish the animals of one owner from those of
another.
• A brand is a name , term , sign , symbol or design or
Meaning of a combination of them , which is intended to identify
the goals or services of one seller or another seller
Brand and differentiate them from other manufacturers.
• Companies become very closely associated with
their brand, if not synonymous with, their brand. The
more the brand is worth, the higher brand equity it is
said to have.
 In 1985, Coca-Cola completely withdrew their flagship product from the
market and replaced it with a “new” Coke in the US and some
international markets. This product is often referred to as “New Coke”,
but the intention of the packaging was to indicate that Coke was new.
 The product was developed and launched after years of R&D and taste
testing and focus groups with consumers. The new flavor
outperformed both traditional Coke and Pepsi in market research taste

New Coke
tests.
 However, within a few days of traditional Coke being withdrawn and
disaster Case replaced by “new” Coke, there was a backlash from consumers and the
media and their brand image was damaged. Many consumers saw
Coke as a cultural icon and were angry that it was no longer available.
 Primarily due to media and consumer lobby group pressure, within 80
days Coke re- introduced “Coke Classic” and offered two Coke
variations along with “new” Coke. Today they no longer offer “new”
Coke in the US market.
 https://www.youtube.com/watch?v=ThZJWmCaYRQ
 When it comes to consumer choices, brands
matter!
Brands provide peace of mind.
Importance of Brands save decision-making time.
Brands for Brands create difference.
Consumers Brands provide safety.
Brands add value.
Brands express who we are.
Brands give consumers a reason to share.
  Boosts Recognition-Branding lets your users differentiate your
business from your competitors and others.
 Builds Trust- Branding builds credibility among the users
which helps to build trust in the brand.
 Supports Advertising- Once users recognize the brand ,

Importance of promoting and advertising becomes simple.

 Generates New Customer-Branding helps create an
Brands to impression in the minds of users . This helps to attract new

Organizations customers.
 Customer Loyalty- Branding helps the users perceive business
the way it is desired by the organization , this generates loyal
customers.
 Help Save money (One time Investment): It doesn't have to
be done every time when launching a product.
 A brand is a difference between just a car and a
Mercedes. A brand is what people feel about a
particular company and its products, services or
ideas. Branding is about emotions, and it is how
customers feel about a company, it provides market
authority to companies. Brands are focused on a
Brand vs specific agenda; they stand for something. For
Products example, the brand slogan of Coca-Cola is “Taste the
feeling”. To simplify things further, a brand is the
image of a particular product that tells a story about
the product. A Brand is value addition to the base
value of a product.
  Factors that contribute toward building a brand:
• Uniqueness : Brands must be built on an original idea.
• Personality: It is essential to display the character of a
brand.
• Reliability: A brand needs to be trustworthy.
• Presence : Branding is all about having a bold presence
Continued…… and visibility.
• Consistency: No brand can survive without consistently
engaging their customers.
• Competitiveness: A brand should be able to provide
competitive value.
 A product is a commodity, merchandise or deliverable.
Goods, services, ideas or anything that offers a solution to
a problem are products. Product is sold to customers, and it
is something buyers will pay to make a purchase.
Product Generally, products are classified in accordance with the
service they provide or the brand they belong to. For
example-Camry car is a product of the giant car
manufacturer Toyota.
 Components of a product:
• Key benefits: Every product must offer a core
value or values.
• Consumable: A product is consumable if a
Continued….. customer can derive the benefits from it.
• Availability: Consumers must have easy access
to a product.
Levels of a
Product
 Difference
between brand
and product…..
  Market value : Products have a base value, and they are
generic. Brands are the added value to make a product
perception better inside the minds of consumers. People
stereotype generic products as less attractive, poor
quality or less effective than branded products. On
average, a branded product is 30 per cent more expensive
Difference than a generic product.
between  Consumer expectation : Brands are more expensive
Product and because users expect more from them than generic

Brand products. Branding is all about providing a consistently

better experience for consumers. Users spend more to get
more, so markets tend to have higher expectations from
brands.
  Emotional appeal: Brands target the emotions of
consumers. Strategies are focused on triggering and
creating an emotional appeal among consumers to
convince them. As per a study 57 per cent of successful
business owners believe they have a personal connection
with consumers. Products are more about selling to
consumers.
Continued…..  Attraction for consumers: Brands are magnets they are
designed to attract their consumers. Products may fail to
attract buyers despite being good. Branding is a marketing
 strategy to set a product apart, and it gives an edge to
products in competitive marketing. In simple words,
brands are used to increase sales by creating a persona of
products.
 Trustworthiness and reliability : Consumers like certainty, they need
to be sure about a product before making a purchase. Brands are to
ensure customers that the products are the best match for them. Brands
offer evaluation of products so that consumers can trust. Products
without a brand are anonymous, and it is hard for customers to trust
them or become loyal to them.
Market identity

Continued….. Generic products are anonymous whereas brands have market identities.
A brand represents the identity of products in a competitive market, and
brands display the quality and reputation of products. In modern
emerging markets, brands are valued more than their owning
companies. For example, the iPhone (a product of Apple company) is
more popular than its owner company. Consumers tend to develop a
specific taste for a particular brand or its product over time, and this
creates a brand’s identity.
  Producing a brand is to create a valuable image of a product.
Branding adds value to the base value of a product in a market.
Consumers pay more for a reputable brand than an unknown
product. A brand is a symbol which sets apart its products from
other products in a competitive market. These characteristics of
brands collectively help consumers compare the money they
spend and the value they receive in the form of goods and
services. Brands may guide consumers in deciding where to
Continued…… spend their available money to satisfy their need or choose a
solution to their problem.
 A brand also symbolizes luxury and social status, and people
tend to spend more money to buy branded products and thus
maintain their status. For example, consumers choose Apple
products because Apple has positioned itself as a brand the
people can trust and value.
  A brand Concept is a general idea and an abstract
meaning behind the brand working as its true essence
and character that gives the consistency to the brand and
curates a distinctive identity in the market and in the

Brand Concept minds of the consumers.

 It can be aptly described as the first thing that comes to
the minds of your consumers when they hear or think
about your brand and its offerings of products and
services.
  Brand Name :The name of the brand should be quite
distinctive, unique, catchy, and enticing but should not be
ambiguous at the same time. It should not be similar to
the ones of the competitor brands to avoid
the copyright and plagiarism issues.

Key Elements  Tagline: The tagline is basically the slogan of the brand
within the fulcrum of two to five words that convey
of a Brand the brand attributes and features in a short and crisp
Concept….. fashion. For example, the tagline of Nike that is one of
the biggest and renowned sports brands is ‘Just Do It’
complementing the nature of its products i.e., sportswear
along with the target audience that are sports
personalities and fitness enthusiasts.
 Creative Elements: The creative elements of the brand
include the logo, mascot, typography, fonts, and color
palette. All of them in a combination should be designed in
an aesthetic and creative way signifying the nature of the
business and characteristics and strengths of the brand and

Continued.... its offerings. For example, in case of Nike brand, the logo
of the sportswear brand has the mascot of a right forward
tick or a check sign in a curved manner signifying that the
products of the brand are the best for the athletes and the
sports personalities plus the creative elements depict the
youthfulness and vibrancy.
 Language : The element of language is quite important for
the Brand Concept as the brand should have a specific
tonality and play of words depending on its objectives and
types of products and services offered. The tone of brand
language can range from sincerity, authoritative, helpful, or
customer-centric.

Continued…. Messages : The Brand Concept should encompass the

important and crucial messages and information that the
brand wishes to convey to its stakeholders that include
employees, customers, vendors, sponsors, and investors.
  Service brand: This involves adding a value of service to the
brand. It is considered more difficult to develop a service brand
other in a product brand because the offerings of service brands
are intangible. Once developed it is very useful to avoid
competition since it is very hard to develop and prove the brand
in terms of pricing. E.g. Airlines
Types of  Personal Brand :Personal brands are also known as
Brands….. an individual brand and they are defined as the brand which a
person has built around himself to promote his or her career
opportunities. This is associated with how
people market themselves and put out or project themselves in
and via media. Personal brand lacks a business model which is
necessary to commercialize the strategy. Example: Celebrities
or Sports person are the best example of Personal Brands.
  Product brand: The perceptions associated with the commodity
or good so that it exceeds the functional capability is called a
product brand. Product brands are very common in FMCG
industries. Tide detergent is an example of Product Brand.
 Activist brand : This brand is synonymous with the cause of
purpose where the alignment defines its uniqueness and the minds
Types of of the customers. Examples include body shop it’s his define by

Brands….. its animal cruelty take.

 Luxury brand : As the name suggests this is the kind of brand
which offers high quality at a higher price. Luxury brands form
a niche market for selected customers. It does not engage in
reducing the price but rather it is more dedicated to providing
premium service to bring our customers. Rolex watches are the
perfect example of a luxury brand.
  Value brand : Unlike luxury brand value brand operates on
price and offers basic services for a lower price.
The target audience of value brands are the middle and is over
the market which forms a volume of the entire market. Since
the work on higher volumes, it is necessary that the price their
product is lower. Titan is an example of a value brand.
Types of  Innovative brand: These focus only on constantly improving
Brands……. the product by advanced breakthroughs
technology. Innovation is the primary aim and hence these are
in

unique to the market and it sometimes maybe even the first in

the market. Apple is known for its innovation in the market and
Apple products are considered as innovative products.
  Global brand: As the name suggests this brand is based all
over the world and is well known and renowned. A global
brand who gets a global image for the organization and in the
minds of the customer. It is very essential that they have
homogenous offerings all over the world. Examples include
every multinational brand like Google, Microsoft, Apple,
Types of McDonald’s, Starbucks etc.

Brands…….  E-Brands : These exist in the virtual world and have a

presence over the web. They provide products or services
depending on their categories and also the presence maybe
intangible the products are very tangible. An example of a
brand would be the famous amazon.com.
  To lay a strong foundation communicating your
company’s value proposition internally and externally,
Brand brands must ensure that their brand foundation is solidly

Foundation… in place. 
 By defining the key elements supporting the brand one
… can ensure that the brand is well-positioned from others
in the market. 
 Brand
Foundation
  Target audience
 Brand values
Brand  Transformation
Foundation  Visual Identity
Pillars Together, these four parts create that solid groundwork to take the
brand from Point A to Point B.
 1. Brand messaging
 The first step to building a strong brand is to solidify the key
messages. These messages communicate who you are and what

Steps to build a you do as a company.

 It’s important to build strong, consistent messaging so
Strong Brand prospective customers immediately understand what you’re

Foundation about and why they should buy from you. You want to
communicate the benefits of your company and what makes
you different from the other options available.
  Why does your company exist?
 What is your mission as a company? 

Brand  What makes you different? 

Messaging  What is your company’s story? 

 What are your core values?
 What is the personality of your business?
  Once you know your brand’s message, you must establish
the visual identity for your brand. This is your company’s
logo, which is the visual representation of your brand.
 It’s important that your logo effectively communicates
Cohesive brand your company’s key messages. The design, colors and font

identity (or choice all play a key role in communicating who you are as
a company.
logo)  For instance, using vintage typography can communicate
that you are a time-trusted brand. Or, 
choosing bright, vibrant colors evokes optimism, cheerful
ness and excitement
.
  In addition to nailing down your messaging and logo, you
should build a digital “home base” for your company
online. This should be a website that you own – not a
Facebook page or a blog.

A solid home  After all, your website is your digital storefront for your
company. It’s important that you’re not renting space on
base someone else’s platform.
 In today’s world, 
there are few companies that don’t need a solid website. 
  Once you’ve taken the time to build your brand’s
foundation, then you should integrate that into everything

Company Wide you do as a company. Branding should influence how your

team answers the phone, the way your products are
integration packaged and even how your office is designed.
 Brand Identity: The brand identity demonstrates who the
company is, defines positioning, and creates competitive
advantage. Brand elements include name, tagline, logo,
and design.  Just as importantly, brand identity includes
the company’s personality and its assets, which include:
Key Elements brand awareness, emotional connection, credibility, and
of Brand purchase motivation.  Altogether, the brand is the key to
unifying behaviors, actions, and communications.  Each of
Foundation… these components of brand identity play a strong role in
… communicating competitive advantages, product/services
quality, competitive advantages, and operational
efficiencies.  A strong brand identity: resonates with all
stakeholders, guides marketing, enables the sales force to
sell more, and provides vision to the employees.
 Ensuring that the brand reflects the very best of the company
requires planning support strategies.  Strategies which support
and build the brand include: promotions, marketing,

2.Brand
advertising, outreach, social media and thought leadership. 
Additionally, brand management requires educating and training
Management of internal personnel to ensure alignment of key messages
delivered externally.  By constantly monitoring and measuring
brand awareness, as well as customer perceptions and loyalty, one
can ensure that the brand is resonating with the target audience.
 When people see logo, read a tagline, or think about the
company, the way they feel will be influenced by brand
experience.  A brand’s experience for customers is built
through a wide variety of methodology.  The best
3.Brand methods for the brand are dependent on the target
Experience market and how brands can best appeal to them. 
Certainly, every company’s brand experience relies on the
public perceptions, products & services themselves, as well
as personal interactions with the company.
 A strong brand strategy is the process of pinpointing your
brand’s strongest attributes and integrating them into a
unique value proposition.  Brand strategy delivers on the
VALUE the company has to offer its customers.  Robust
strategies include tactics for communicating brand
promise with supporting messages that act as proof
4.Brand points.  The creative elements and copy tone reinforce key
messages, and give the brand depth and personality.  The
Strategy brand strategy clarifies how positioning in the market as
well as the relationship with customers.  For example, some
business models call for high touch customer interactions
while others do not.  The brand is at the heart of overall
business strategy, and requires in-depth understanding of the
customer preferences and the competitors positioning. 
  Robust and unique Value Propositions focus on
differentiation.  Focus on the critical dimension of value
where your company’s products and services excel.  By
drawing attention to the unique qualities, a brand will
become the best choice for customers who need the unique
advantages the company brings. 

5.Communicatio  A solid, unique Value Proposition answers the question of

n Differentiation why a customer should do business with that one company
and not someone else.  The Value Proposition statement
hones in on the key reasons customers and prospects will
buy the company’s services and products.  By appealing to
the customer’s strongest decision-making drivers with an
authentic value-add, one is able to represent the brand and
the Value Proposition in a way that gains the right
attention from the target market.
 The brands need to create a statement that is clear and concise. 
The statement should be specific and developed with key target
audiences in mind.  It is necessary to FOCUS ON THE
Value CUSTOMER, and evaluate all forms of advantages that bring to

Proposition…. customers including: predictive value drivers (i.e. quality), image,

price, convenience, safety, and time.