By

Fazaila Ali Qazi

Understanding Brands

Managing Brands
Product vs. Brand
The Product Concept
Level 1
Level 2
Level 3
Product vs. Brand
Product vs. Brand
What is a Brand?
"a name, sign or symbol used to identify
items or services of the seller(s) and to
differentiate them from goods of
competitors.
(The Dictionary of Business and Management )
A brand is a set of mental associations, held by
the consumer, which add to the perceived value
of a product or service.
(Keller, 1998 )

Any brand is a set of perceptions and
images that represent a company, product
or service.
A brand is a product, service, or concept
that is publicly distinguished from other
products, services, or concepts so that it
can be easily communicated and usually
marketed.
"simply put, a brand is a promise. By
identifying and authenticating a
product or service it delivers a pledge
of satisfaction and quality. (Walter
Landor, one of the greats of the advertising industry )
"a set of assets (or liabilities) linked to
a brand's name and symbol that adds
to (or subtracts from) the value
provided by a product or service".
(David Aaker, In his book, 'Building Strong Brands' )



"A brand is a collection of perceptions in
the mind of the consumer".
A brand is a complex set of satisfactions
delivered.
Brands are products plus communications.
Brands are conditional Assets.
A brand is an attitude of non-indifference
knitted into consumers hearts
A brand exists when it has acquired power
to influence the market.
Brand HISTORY

As old as civilization itself
Origin of the word Brand




Industrial revolution
Campbell soup, Coca-Cola, Juicy Fruit gum,
Aunt Jemima, and Quaker Oats . among the
first products to be 'branded'



Branding irons
Cowboys branding a calf. South Dakota, 1888

Emerging concepts (USP, Brand Image etc.)
1980s---the management revolution
April 1993---mini pearl harbor & THE BRAND
MANAGEMENT
How does Branding Work?
Brands Do Trigger Feelings
Branding consists in transforming the
product categories
Brand Product Brand
Management Perspective:
Defining precisely all that the brand injects
into the product/service and how the brand
transforms it:
What attributes materialize?
What advantages are created?
What benefits emerge?
What obsessions does it represent?
Creating brands ideals & Matching the
brands products with its ideals
Its not the yoghurt that I make, but danones. (Danons CEO)

A brand is a long-term vision--------management
A brand is a living memory---------Consumer
A long lasting and stable reference

Awareness
Im aware of the brand
Preference
I prefer the brand
Loyalty
I love the brand
Goals
Our goals
are the same
The Brand Functions
Function
Identification


Practicality

Guarantee

Optimization

Characterization

Continuity

Hedonistic

Ethical
Consumer Benefit
To be clearly seen, to make sense of the offer, to quickly identify
the sought-after products

To allow savings of time & energy through identical repurchasing
& loyalty
To be sure of finding the same quality no matter where or when
you buy the product or service
To be sure of buying the best product in its category, the best
performer for a particular purpose

To have confirmation of your self-image or the image that you
present to others
Satisfaction brought about through familiarity and intimacy with
the brand that you have been consuming for years
Satisfaction linked to the attractiveness of the brand, to its logo,
to its communication.

Satisfaction linked to the responsible behavior of the brand in its
relationship with society (ecology, employment, citizenship,
advertising which doesnt shock
The Totality of the Brand
Brand Proposition
Positioning &
Personality
Brand Selection
Delivery
Functional Attributes
Rational, Overt
Reasoning
Symbolic Values
Emotional, Covert
Reasoning
Johari Windows into the Brands
SOURCES OF ADDED VALUE IN BRANDING

Authenticity
Replicability


Reassurance


Transformation of Experience


Differentiation


Added Value

Brand
Vision
& Purpose
Brand Values
Brand Tone Codes
& Personality
Strategic Products common
traits
Product
A
Product
B
Product
N
Typical
Brand
Actions
F
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B
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M
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F
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Outside
of brand
territory
Permanent fluctuations of the market, evolution of
competition, life styles, technology

Market (10%)
Stability (15%)
Leadership (25%)
Profit trend (10%)
Support (10%)
Geographic Spread (25%)
Protection (5%)

Integrated Branding
Integrated branding is an organizational
strategy used to drive company and
product direction-----where all actions and
messages are based on the value the
company brings to its line of business.
This value is based on both what the
company does well and what customers
consider important.

Integrated Branding

Brand is the intersection between the core company (or product/service)
strengths and what customers value.

Brand

Company
Strengths
What
Customers
value
Integrated Branding Model
Organization
Drivers
Mission
Values
Story
Brand Drivers
Principle
Personality
Associations
Brand Conveyors
Communications (positioning)
Strategy
Products

Organization drivers stay consistent in product brands
Company Brand

Mission
Value
Story
Organization
Drivers
Organization
Drivers
Organization
Drivers
Product Brand # 1
Principle
Personality
Associations
Brand
Drivers
Product Brand # 2
Principle
Personality
Associations
Brand
Drivers
Why brand Identity?
Identity vs. Positioning
Positioning and its limitations
Identity and Image

Brand Identity
Other Sources of
Inspirations:
* mimicry
* Opportunism
* Idealism
Signals
Transmitted
Brand Image
Competition
and
Noise
Sender
Media Receiver
Identity and Image
The Six Facets of Identity
The Identity Prism
Picture of Sender
Picture of Recipient
I
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Physique
Personality
Reflection Self-Image
Relationship Culture
Managing Brands
Work Environment of a Brand Manager

Brand
Manager
Marketing
Sales
Production
Quality
Finance
R&D
Logistics
Top
Management
Marketing
Channels
Suppliers
Govt. Agencies
Marketing
Intelligence
Creative
Agencies
Political
Socio-Cultural
Target
Market
Job Description of a Brand Manager

Responsible for Brands strategic planning for a particular period
Responsible to handle budgets allocated to the brands
Responsible for all the 4 Ps of brands and to integrate all the marketing
activities so as not to deviate from brands long term identity
Responsible for managing product portfolio of brands, i.e. developing new
products and monitoring existing products movement in terms of area, units,
rates, etc.
Developing new product launch strategies and plans and monitoring the
execution side
Responsible to take care of consistency in Quality that the product(s) of a
particular brand delivers, like in terms of physical products
features/attributes (whether the core product remains up to the standards
maintained by the quality control department?), packaging, size, quantity,
shape, form, service component of the product etc.
Responsible for developing a full fledge communication strategy for brands
that includes deciding which media and channels to be used (Whether right
message is delivered/communicated to the right audience at the right time,
using the right appeal, through the right media?), then media planning and
coordination with the creative agencies etc.
Responsible for watching the competition; conducting the SWOT analysis
(considering competitions weaknesses as the opportunities to enhance and
develop our brands while seeing competitors strengths as the threats for
our brands and using our brands strengths to overcome the threats coming
from competition
Also responsible for building/organizing, training, and motivating the team

Keeping a liaison with top management and other functional
departments like factory/production team, sales people, accounts
etc. plus with value chain (vendors / distributors etc.), creative
agencies, legal consultants etc. in order to make sure that things
are running in harmony.
New Product Development vs. New
Brand Development
New Product Development Process
Strategic Marketing Planning
Opportunity Identification & Analysis
Corporate Decision of NPD
Technical (product) Development Marketing (plan) Development
Idea Generation
Idea Screening
Concept development & Testing
Market Strategy Development
Business Analysis
Product development
Product Testing
Commercialization
Market Scanning
Target Market Selection
Positioning Strategy
Early Marketing Mix Variables
Branding & Packaging
Augmentation Continues
Full Marketing Plan
Revised Marketing Plan
From Product to Brand.!
New Product given a name
Advertising to present the advantages
and benefits of the new product
Updating & upgrading of the product by
lending its name to a higher quality
product
The product name becomes a proper
noun (and a brand symbol)
A new brand comes to life
Branding Strategy

Brand Vision, Values & Guiding Principles

Brand Identity

Brand Portfolio

Brand Marketing Strategy

Brand Communication Strategy


The best way for a new brand to success
is to act like an old brand.
(Stephen King)
Characteristics of Established Brands
Strong Identity
Well-defined Core Activity
Genuine Added Value
Defined Brand personality
Set of Values (authentic brand
culture)
Brand Repositioning
Brand Name Selection
Brand Sponsor
Branding Strategy
Brand Strategy
To Brand or not to Brand
Brand
No Brand
Selection
Protection
Manufacturers Brand
Private Brand
Licensed Brand
Co-Branding
Product Brand
Line Brand
Range Brand
Umbrella Brand
Source Brand
Endorsing Brand
New Brands
Line Extensions
Brand Extensions
Multi-brands