BRAND MANAGEMENT

BRAND
A brand is a name, term, sign, symbol,
association, trademark or design which
is intended to identify the products or
services of one provider or group of
providers, and to differentiate them from
those of competitors. A brand has
functional and emotional elements
which create a relationship between
customers and the product or service.
 Advantages of Branding
 Easier to process orders & track down
problems
 Legal protection
 Brand loyalty
 Segmentation
Build corporate image
 Easy acceptance of new brands
Branding
Branding is the process of creating
distinctive and durable perceptions
in the minds of consumers to
which buyers respond by making
repeat purchases because they
identify the item with the name of
its producer.
Benefits of being a brand to Company

 MEMORABLITY :- If a brand has

unique brand identity it is easily
memorable to consumer , this will
ease their association with that brand
or company and result in repeat
purchasing behaviour.
 Loyalty :- When people have a positive
experience with a memorable brand, they're
more likely to buy that product or service
again than competing brands. People who
closely bond with a brand identity are not only
more likely to repurchase what they bought,
but also to buy related items of the same
brand, to recommend the brand to others and
to resist the lure of a competitor's price cut .
Familiarity:- Branding has a big effect on
non-customers too. Psychologists have shown
that familiarity induces liking. Consequently,
people who have never done business with
the company but have encountered the
company identity sufficient times may
become willing to recommend that company
or brand even when they have no personal
knowledge of its products or services.
 Extensions.With a well-established brand, you
can spread the respect you've earned to a
related new product, service or location and
more easily win acceptance of the newcomer.
 Premium image, premium price. Branding can
lift what you sell out of the realm of a
commodity, so that instead of dealing with
price-shoppers you have buyers eager to pay
more for your goods than for those of
competitors.
 Greatercompany equity. Making your
company into a brand usually means that you
can get more money for the company when
you decide to sell it. A Coca-Cola executive
once said that if all the company's facilities
and inventory vanished all around the world,
he could walk into any bank and take out a
loan based only on the right to the Coca-Cola
name and formula.
 Lower marketing expenses. Although you
must invest money to create a brand, once it's
created you can maintain it without having to
tell the whole story about the brand every time
you market it.
 The functions of the brand for the consumer
function Consumer benefit
identification To be clearly seen , to make sense of the offer, to quickly identify the
sought-after products
practicality To allow savings of time and energy through identical repurchasing and
loyalty
Guarantee Providing the same quality no matter where or when you buy the product or
service
optimization To be sure of buying the best product in its category , the best performer for
a particular purpose

characterization To have confirmation of your self-image or image that you present to others

continuity Satisfaction brought about through familiarity and intimacy with the brand
that you have been consuming for years

Hedonistic Satisfaction linked to the attractiveness of the brand , to its logo, to its
communication
Ethical Satisfaction liked to the responsible behaviour of the brand
in its relationship with society (ecology, employment,
citizenship, advertising which does not shock).
BRAND NAME
 Brand Name
Words, letters, or symbols that
make up a name used to identify
and distinguish the firm’s offerings
from those of its competitors.
 Brand Name Decision
A company has to decide whether it want to have:-

 Individual Names

 Blanket Family Names

 Separate Family Names for all products

 Company Trade name combined with individual

product names.
 Individual Brand Name
 An individual brand name does not identify a
brand with a particular company. For example, take
the case of Heinz. Heinz is a leading global food
manufacturer with a very strong family brand.
However, it also operates many well-known
individual brand names. Examples include Farley's
(baby food), Linda McCartney Foods (vegetarian
meals) and Weight Watcher’s Foods (diet/slimming
meals and supplements).
 Ex. Procter and gamble product line; tide, cheer,
Flogger's crest etc.
 Why does Heinz use individual brand names when it has such a
strong family brand name? There are several reasons why a brand
needs a separate identity – unrelated to the family brand name:
 The product may be competing in a new market segment where
failure could harm the main family brand name
 The family brand name may be positioned inappropriately for the
target market segment. For example the family brand name might
be positioned as an upmarket brand for affluent consumers.
 The brand may have been acquired; in other words it has already
established itself as a leading brand in the market segment. The
fact that it has been acquired by a company with a strong family
brand name does not mean that the acquired brand has to be
changed.
 Firm does not tie its reputation to the product’s that it produces.

◦ The companies image is not hurt if the product fails or seems

low quality
Individual Names

General Mills consists of 37 different well known brands

within the firm.
 Blanket Family Name
Family brand names involve the opposite
strategy—including the firms' total product mix
under one family name. The corporate name,
rather than the brand name, is emphasized in
order to leverage the high-quality name of the
organization. This can reduce advertising and
marketing costs.
A family brand name is used for all products. By
building customer trust and loyalty to the family
brand name, all products that use the brand can
benefit.
Good examples include brands in the food industry,
including Kellogg’s, Heinz and Del Monte. Of
course, the use of a family brand can also create
problems if one of the products gets bad publicity or
is a failure in a market. This can damage the
reputation of a whole range of brands
Blanket Family Names
Campbell's® Healthy Request® sou
ps

Campbell's® Kitchen Classics® sou

ps

Campbell's® Carb Request™ soups Campbell's® Microwavable Soups

Campbell's® Chunky™ soups Campbell's® Select™ soup
Campbell's® Condensed soups Campbell's™ Gravies
Campbell's® Kids soups Campbell's™ SpaghettiOs® pasta
 Separate Family Name
Where a company produce quite different
products, it is not desirable to use one blanket
name. Different family names for different
quality lines with in the same product line.
For ex. Sears has a family brand name for
appliances (Kenmore) and another family name
for tools (Craftsman)
The adv. is that it is easier to implement brand
extension strategy of launching a new or
modified product under successful brand name
Company Trade Name with Individual Product
names
Product-line brand names involve a strategy
midway between an individual brand name and
a family brand name strategy. All brands within
the product line have a common name. Product-
line brand names are used when a company
produces diverse product lines that require
separate identification
Company Trade Name with Individual
Product names
Combination of Brand names
A combination brand name brings together a
family brand name and an individual brand
name. The idea here is to provide some
association for the product with a strong family
brand name but maintaining some distinctiveness
so that customers know what they are getting.
Examples of combination brand names include
Microsoft XP and Microsoft Office in personal
computing software and Heinz Tomato Ketchup
and Heinz Pet Foods.
Characteristics of a Ideal Brand Name
Suggest about the product’s benefits
Suggest the product category
 Suggest concrete, high imagery qualities
Easy to spell, pronounce, recognize &
remember
 Distinctive in nature
Should not carry poor meanings in other
countries& languages.
Evoke positive associations
It likes short names. An ideal consumer brand name
should have two syllables. (Google, Wal-mart). Any
name longer than three syllables is a concern.
It likes difference. As long as a name is different in
its frame of reference, your brain will go the extra
mile to remember it. (Kodak, Exxon)
It likes meaning. When it can associate a mental
image with your product/service, it will remember it
better. (Ford Mustang)
It likes emotions. Scientists prove that emotions
enhance memory. Therefore, any name that can
elicit emotions is easier to memorize. (Pampers)
Criteria for choosing Brand Element
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectabilty
 Memorability
Only those name should be taken which are
likely to be remembered by the customers.
Therefore, the easier you make it for people to
memorize your name, the more successful you
will become.
Easily recognized easily recalled
 Meaningfulness
Descriptive
Persuasive
 Likability
Fun and interesting
Rich visuals and verbal imagery.
Aesthetically pleasing
 Transferability
With in and across product category
Across geographical boundaries and culture
 Adaptability
Flexible and updatable for ex. Amul
 Protectabilty
Unless you own and trademark your brand name,
it is not yours.
Brand names should be sufficiently distinctive to
be protectable under trademark law.