Product & Brand Management

June-August 2012
Course Coordinator : Dr Monica Khanna

12/15/15

Dr Monica Khanna

Origin of the word

BRAND
The word Brand is derived from the word

BRANDR, which means to burn , as owners

of livestock used a distinguished burn mark to
identify their animals.

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Dr Monica Khanna

What is a Brand ??
The American Marketing Association (AMA ) defines

the brand as a : name, term, sign, symbol, or

design, or a combination of them, intended to
identify the goods and services of one seller or
group of sellers and to differentiate them from
competition .
Aaker (1991), A brand is a distinguishing name and/or

symbol (such as a logo, trademark, or package design)

intended to identify the goods or services of either one
seller or a group of sellers and to differentiate these
goods from those of competitors.
12/15/15

Dr Monica Khanna

What is a Brand ??
The American Marketing Association (AMA ) defines

the brand as a : name, term, sign, symbol, or

design, or a combination of them, intended to
identify the goods and services of one seller or
group of sellers and to differentiate them from
competition .
Aaker (1991), A brand is a distinguishing name and/or

symbol (such as a logo, trademark, or package design)

intended to identify the goods or services of either one
seller or a group of sellers and to differentiate these
goods from those of competitors.
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Dr Monica Khanna

What is a Brand ??
However,

brands
connotation of
identification :

brands evoke

go much beyond the

type and source of

familiarity & feelings

in
the minds of the consumer ( both positive and
negative ) and reputation & revenue
( both positive and negative ) for
the
company that creates the brand.

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Dr Monica Khanna

What is a Brand ??
Brands help to create :

awareness
reputation
prominence
trust
ability to make

faster

purchase

decisions
in the minds of the consumer
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Dr Monica Khanna

What is a Brand ??
The most important aspect of the process of brand

management

messages

is

consistent
remain relevant not only
to

give

out

and
to the current target group of customers, but also
to the future group of customers.

This is a great challenge for any company due to

changing consumer behavior of the current

and future group of customers, competition, and
availability of substitute products .
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Dr Monica Khanna

Anything / Anyone can be

branded..
Product brands
Service brands
E-brands
Destination brands
Person as a brand ( celebrities )
Corporate brands
NGO brands
Association brands ( AMA, Bombay Management

Association, Advertising Club Bombay, Nasscom /

SIAM )
Intl/National/Regional/Local
brands / Private
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Labels

Difference between Product &

Brand
.. What distinguishes a brand from its
unbranded commodity counterpart and gives
it equity is the sum total of consumers
perceptions and feelings about the
products attributes and how they perform,
about the brand name and what it stands
for, and about the company associated
with the brand.

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Product

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Promotion

Importance of Branding

By creating perceived differences among

products through branding and by developing

a loyal consumer franchise, marketers create
value that can translate to financial profits for
the company.
The most valuable assets of a company are its

intangible assets.

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Retired brand logos ??

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Destination branding

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Brand Elements ..
The different components of a brand that

identify and differentiate it from the

competitors offers are called as BRAND
ELEMENTS Name, Logo, Package Design, or
any other attribute.

The marketer has many choices over the

number and nature of the brand elements

they choose to identify their products.

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Brand Elements

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Brand Elements ..
If image is everything then your companys

logo is its first impression.

Before any knowledge of the company has

been acquired, perceptions have already been

formulated based on the logo.

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Product vs Brand..
Product anything that can be offered to the

market for attention, acquisition, use or

consumption that might satisfy a need or
want. Product may be a physical good,
service, retail store, person, organisation,
idea.

Brand is a product, but one that adds other

dimensions that differentiate it in some way

from other products designed to satisfy the
same need.

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Brand ..
Brand is a sum total of consumers

perceptions and feelings about the products

attributes and how they perform, about the
brand name and what it stands for, and about
the company associated with the brand.

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Five Product Levels

Potential product
Augmented product
Expected product
Basic product
Core benefit

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What is a Brand ??
As

Interbrands John Murphy has said

creating a successful brand entails various
elements put together in a unique way - the
product or service has to be of high quality
and appropriate to consumer needs, the brand
name must be appealing and in tune with
the customers perceptions of the product, the
packaging, promotion, pricing and all other
elements must similarly meet the tests of
appropriateness, appeal and differentiation .

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Roles that Brands Play ..

Consumers Point of View

Identification of source of product

Assignment of responsibility to product maker
Risk reducer
Search cost reducer
Promise, bond or pact with maker of product
Symbolic device ( self image )
Signal of quality
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Roles that Brands Play

Manufacturers Point of View

Means of identification to simplify handling

or tracing
Means of legally protecting unique features
Signal of quality level to satisfied customers
Means of endowing products with unique
associations
Source of competitive advantage
Source of financial returns
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Best Global Brands 2011..

2007
Rank

Brand

2008
Rank

2009
Rank

2010
Rank

2011
Rank

Country of
Origin

Sector

2011 Brand
Value
$ million

Change in
Brand Value

Coca-Cola

US

Beverages

71,861

2%

Microsoft

US

Software

59,087

-3%

IBM

US

Business
Services

69,905

8%

US

Internet services

55,317

27 %

Google
4

GE

US

Diversified

42,808

0%

Nokia

14

Finland

Consumer
Electronics

29,495

-15 %

Toyota

11

11

Japan

Automotive

26,192

6%

Intel

US

Electronics

35,217

10 %

McDonalds

US

Restaurants

35,593

6%

Disney

10

US

Media

29,018

1%

10

Mercedes

11

12

12

12

Germany

Automotive

25,179

9%

Apple

US

Electronics

33,492

58%

HewlettPackard

10

US

Electronics

28,479

6%

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12/15/15

Best Global Brands 2011..

2007
Rank

Brand

2008
Rank

2009
Rank

2010
Rank

2011
Rank

Country of
Origin

Sector

2011 Brand
Value
$ million

Change in
Brand Value

31

Dell

32

35

41

43

US

Computer Hardware

8,347

-6%

41

Ford

49

49

50

50

US

Automotive

7,483

4%

43

Siemens

48

47

49

46

Germany

Diversified

7,900

8%

61

GAP

77

78

US

Apparel

70

Kleenex

74

71

US

Personal Care

74

Pizza Hut

81

79

US

Restaurants

77

Motorola

87

US

Consumer
Electronics

82

Kodak

US

Consumer
Electronics

84

BP

UK

Energy

86

Kraft

US

Food

98

Nissan

Japan

Automotive

84

83

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Indias Best Brands 2011 ( Brand

Equity 28th Sept 2011

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BRAND

RANK

COLGATE

LUX

AIRTEL

LIFEBUOY

NOKIA

DETTOL

BRITANNIA

VODAFONE

MAGGI

CLOSEUP

10
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Indias Best SERVICE Brands

2011

12/15/15

BRAND

RANK

AIRTEL

VODAFONE

BSNL

IDEA

STATE BANK OF INDIA

BIG BAZAAR

TATA DOCOMO

TATA INDICOM

AIRCEL

ICICI BANK

10
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Indias Best CONSUMER URABLES

Brands 2011

12/15/15

BRAND

RANK

SAMSUNG

LG

GODREJ

SONY

TITAN

PHILIPS

VIDEOCON

ONIDA

EVEREADY

VIP

10
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Definition of Brand .. 12 Themes

1.

Brand as a Legal Instrument ..

Mark of ownership, name, logo, design

English Oxford Dictionary describes brand as a particular sort or

class of goods, as indicated by the trademarks on them

Companies protect their brands against infringement

2.

Brand as a Logo

AMA definition ( 1960 ) a name, term, sign, symbol, or design, or a

combination of them, intended to identify the goods or services of one
seller or group of sellers and to differentiate them from those of
competitors .

Golden Arch of McDonalds

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Definition of Brand .. 12
Themes
3

. Brand as a Company

Recognizable corporate name and image.

Culture, people, programs of the organization define corporate personality.
CEO is the brand manager
Product lines benefit from corporate personality
Convey consistent message to the stakeholders

Eg : Tata Group of Companies

4. Brand as a Shorthand
Firm stresses quality not quantity of information
Facilitate information processing, speed decisions
Rapidly recognize brand association

Eg : Hiranandanis , Raheja Quality construction

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Definition of Brand .. 12
Themes
5.

Brand as a Risk Reducer confidence that

expectations are being fulfilled

Eg : Maruti Udyog Limited fuel efficient cars

Eg : "No one ever got fired for buying IBM."
good example of a brand that stands for quality
in the minds of customers and provides them
with a shortcut in the buying process that helps
them avoid risk.

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Definition of Brand .. 12
Themes
6.Brand as an Identity System
More than just a name
Means of developing brand positioning
Eg : IIT, IIM, Harvard, Insead

7. Brand as an Image in consumers mind

Image in consumers mind is the brand reality
Eg : subtly repositioning of Brand ITC in the mind of the consumer Lets
Put India First from a cigarette manufacturing company to a market
developer .

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Definition of Brand .. 12
Themes
8. Brand as a Value System

Consumers decisions are influenced by personal and cultural values

Individual brands are representative of unique clusters of values

Brand choices are made with the aim of satisfying specific consumer values

Eg : Vishala Restaurant in Ahmedabad, Fab India, Cottons

9. Brand as a Personality

Psychological values, communicated through advertising and packaging

define brands personality

Stress values beyond functional

Different from just symbolism

Eg : Nallis Sarees, Air Indias Maharajah, Harley Davidson

10. Brand as a Relationship

Brand relationship is a logical extension of brand personality

Growing recognition and respect for each others personality would lead to
strong bonding and repeat usage

Eg : LIC, HDFC
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Definition of Brand .. 12
Themes
11. Brand as Adding Value

a brand is a product that provides functional benefits plus added

values that some consumers value enough to buy

an identifiable product, service, person or place augmented in such

a way that the buyer or user perceives relevant unique added values
which match their needs more closely

Eg : personal grooming products ( Gillette ), Fair & lovely, other

personal care products.
12. Brand as an Evolving Entity

Change by stage of development :

Eg : Marketing Mgmt Philip Kotler

Eg : Marketing Mgmt South Asian Perspective

Eg : Incredible India campaign

Kerela Gods Own Country, Malaysia Truly Asia, Uniquely Singapore

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41

12/15/15

How does a brand evolve ???

Brand

Business
Environment

Business
Environment

Firms Inputs

Dr Monica Khanna

Consumers
Perception

42

What is a Brand ??
The sum of all product
characteristics and feelings,
both real and perceived, that
create an impression and make
a promise.

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Iconic Brands
Brands serve an important purpose of

differentiating products or services of a

company from its competitors.
Some brands have worked more than just a
differentiating factor and have evolved as
iconic brands over a period of time.
Iconic brands are the brands that embody the
ideas that consumers admire and brands that
help them express who they want to be. Iconic
brands become a part of the popular culture
(Douglas B. Holt, 2004).
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Iconic Brands
Harley Davidson
Coca Cola
Harley-Davidson is rooted in American culture and values. It

has become a symbol of rugged individualism, freedom and

rebellion. Harley Davidsons biggest asset is its marque
brand which stands for attitude and lifestyle. Its brand name
has recognition status rivaled only by the multinational
brands like Coca-Cola, Nike, McDonalds etc (Anita M, 2008).

Indian Iconic Brands ?

Rooh Afza ?
Amul ?
Any Other ?
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Brand Hierarchy Pyramid

The emotional beliefs and
values that consumers feel
are being addressed by our
brand (CENTRAL)

Beliefs &
Core
Values

The functional and emotional

benefits that our
product/services provides to
the consumer
(EXPRESSIVE)

Benefits

Product/Service features
and/or attributes that must be
addressed (FUNCTIONAL)

Features &
Attributes

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Dr Monica Khanna

Very meaningful in
differentiating our Brand but
very difficult to deliver
consistently to our
consumers

Easy to deliver and explain

to consumers but also easy to
imitate

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Largest Growth Opportunity

UNAWARE

Birth of a Brand

NAME AWARENESS

BRAND FAMILIARITY
TRIAL

ACCEPTANCE

USAGE

REGULAR USAGE

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Dr Monica Khanna

Ideal Brand State

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Largest Growth Opportunity

UNAWARE

Longevity
Market Presence
Communication Intrusiveness

%
Conversion

NAME AWARENESS
% Conversion

Message Communication

BRAND FAMILIARITY

Persuasion & Interest

Trial Inducement Promotions

% Conversion

TRIAL
% Conversion

ACCEPTANCE
% Conversion

Product Performance

Benefit Communication/Delivery
Benefit Importance

USAGE
% Conversion

REGULAR USAGE

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Dr Monica Khanna

Uniqueness
Relevance
Value
Loyalty Building Promotions
48

What creates a successful brand ??

"Brand management is no longer exclusively
the responsibility of marketing teams. Today's
leading brands are created using an
integrated approach to sales, customer
service, and marketing."

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49

Challenges in Brand Management

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

Savvy Customers
More Complex brand families and portfolios
Maturing markets
Increasing competition
Difficulty in differentiating
Decreasing brand loyalty
Growth of private labels
Increasing trade power
Fragmented media
New communication options
Increasing promotional expenses
Short term performance orientation
Increasing job turnover
Increasing cost of product introduction

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Strategic Brand Management Process

Step 1 : identify and establish brand positioning
and values
Points of parity and points of difference
Core brand values

Step 2 : plan and implement brand marketing

programs
Mixing and matching brand elements
Integrating brand marketing activities
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Strategic Brand Management Process

Step 3 : measure and interpret brand performance
Brand audit
Brand tracking

Step 4 : grow and sustain brand equity

Brand product matrix
Brand reinforcement and revitalization
Brand portfolios and hierarchies
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Choosing Brand
Elements..
Brand Elements
Brand name

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logo

Dr Monica Khanna

symbol packaging
Memorability
Meaningfulness
Likeability
protectability

slogan

53

Developing Marketing Programs

Mktg Program
product

price

Distribution channelscommunication

Integrate push and pull strategies

Value perception

Media planning

Tangible and intangible benefits

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Cause Related
Marketing

TATA TEA

JAAGO RE!
Every morning dont just get up, wake up
Social Awakening
Emotional Connect
Questioning the System

A
J
A
T
TA
A
R
T
A
Y

I
T
I
R
G

AIRCEL

INCREDIBLE INDIA
Ministry of Tourism ;

Govt of India
Atithi Devo Bhava
Amir Khan
Aim :To avoid tourists to
be Mistreated, Cheated
and rudely dealt with

Increase tourism

Leverage Secondary Associations..

Company from the House of Tata
Country of origin German Engineering -

Volkswagen
Channel of distribution Amway, Tupperware
Other brands Lux, Liril, Dove
Endorser Medical Council of India, BIS Marks,
ISO 9001 Certification Marks
Events around brand femina Miss India,
Lead India
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Possible outcomes..
Greater loyalty
Less vulnerable to competition
Larger margins
More elastic response to price decrease
More inelastic response to price increase
Greater trade cooperation and support
Increased marketing communication

effectiveness
Possible licensing opportunities
More favorable brand extension evaluations
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Definition of Re-Positioning
Re-positioning is the marketing
management
process of changing, partially or totally,
the
perception of the public about a firm
through
any modification or addition to one or
more of
its controllable variables ( marketing
mix ) to
comply with its changing uncontrollable
variables ( eg
: customer, competition,
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RePositioning

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What is Brand
Loyalty ??
Definitions on the web :
A strongly motivated and long standing decision

to purchase a particular product or service .

The degree of consumer preference for one brand

compared to its close substitutes .

The degree to which a customer is loyal to a

given brand in that they are likely to re-purchase /

re-use in the future. The level of loyalty indicates
the degree to which a brand is protected from its
competitors .

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What is Brand Loyalty ??

Research based definition :

Customer Loyalty is viewed as the strength

of the relationship between an individuals

relative attitude and their repeated patronage
Dick & Basu 1994.
Dick & Basu Model of Loyalty ( 1994 )

Repeat Purchase
High
Relative
Attitude
towards
Brand

High

True
Loyalty

Low

Spurious
Loyalty

Dr Monica Khanna

Low
Latent
Loyalty
No Loyalty
69

Thank You
Any Questions ????

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