Branding

What is a
Brand? Brand:
A name becomes a
brand when
consumers
associate it with a
set of tangible
and intangible
benefits

Brands are
not like
products

is the sellers promise to

deliver the same bundle
of benefits/services
consistently to buyers.
Product :
can be an object,
service, or idea to
satisfy customers

Brand
Licensing
Brand Licensing is the process of
building and maintaining
agreementsbetween brands owner&
an organisation or person who wish to
use the brand in association with a
product/service, for a particular time
period and within
a specific country.
Licensing
Parties:
Licensor
Licensee
License

LI
CE
NS
OR
PE
RS
PE
CT
IV
E
LI
CE
NS
EE
S
PE
RS

Brand
Licensing
ADVANTAGES
Publicity, increased
company s image
Enhanced profit
Increased brand
awareness
Limited risks and
manufacturing costs

ADVANTAGES

DISADVANTAGES

Potential for low quality

of a licensees products
Partial control over
brands marketing mix

DISADVANTAGES

Brand recognition,
brand awareness
Low promotional and
advertising costs
Enhanced probability

High risk and

manufacturing costs
Negative effect
on
Source: Morschett et al.
(2009)

Brand
Management

Brand management involves the design

and implementation of marketing
programs to build, measure,
and manage
1
brand equity
2
3
Identify brand
positioning
Establish
brand
Planning and
implementing brand
marketing programs
Measuring &
interpreting brand
performance
Growing and
sustaining brand
Source: Keller et al.
quality
(2011)
4

Purpose of Brand
Management
Differentiate companys
products and services
from its competitors.
Convey brand message
Good support to brand
Building brand equity

Source: Elliott and Percy

(2007)

Corporate
Branding

Corporate Branding means linking the

corporations name with individual
brand name. For example, Heinz used
Heinz in the name of many of its
products.

Benefits of Corporate Branding:

Economies of scope
New product acceptance
Creates simplicity

Source: Gregory (2004

Strategies for Corporate

Branding

1.Branded identity

When a company uses different brands

for their products that function
independent from each other. Example,
Pepsico.

2.Endorsed brand identity

when an organization has a group
ofproductsor companies that it
endorses with a group name and a
common identity. Example, Cadbury

3.Monopolistic brand identity

when a company uses only one name and

one visual style for all it products. The
Source: Fombrun (1996

Referen
ces
Fombrun, C.J. (1996). Reputation: Realizing Value from the
Corporate Image. Harvard Business Press
Elliott, R. and Percy, L. (2007). Strategic brand management.
Oxford University Press
Gregory, J.R. (2004). The Best of Branding: Best Practices in
Corporate Building. McGraw Hill Professional
Keller, K.L., Parameswaran, M.G. and Jacob, I. (2011). Strategic
Brand Management: Building, Measuring, and Managing Brand
Equity. 3rd edition, Pearson Education India
Morschett, D., Schramm-Klein, H. and Zentes, J. (2009).
Strategic International Management:Text and Cases. Springer