BRAND MANAGEMENT

ByBy

Fazaila Ali Fazaila Ali QaziQazi

Understanding BrandsUnderstanding Brands

Managing BrandsManaging 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 a name, sign or symbol used to identify items or services of the seller(s) and to items or services of the seller(s) and to differentiate them from goods of differentiate them from goods of competitors.competitors.““

(The Dictionary of Business and Management )• A brand is a set of mental associations, held by A brand is a set of mental associations, held by

the consumer, which add to the perceived value the consumer, which add to the perceived value of a product or service. of a product or service.

(Keller, 1998 )

• Any Any brandbrand is a set of perceptions and is a set of perceptions and images that represent a company, product images that represent a company, product or service.or service.

• A brand is a product, service, or concept A brand is a product, service, or concept that is publicly distinguished from other that is publicly distinguished from other products, services, or concepts so that it products, services, or concepts so that it can be easily communicated and usually can be easily communicated and usually marketed. 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 A brand is a collection of perceptions in the mind of the consumer".the mind of the consumer".

• A brand is a complex set of satisfactions A brand is a complex set of satisfactions delivered.delivered.

• Brands are products plus communications.Brands are products plus communications.• Brands are conditional Assets.Brands are conditional Assets.• A brand is an attitude of non-indifference A brand is an attitude of non-indifference

knitted into consumers’ heartsknitted into consumers’ hearts• A brand exists when it has acquired power A brand exists when it has acquired power

to influence the market.to influence the market.

Brand HISTORYBrand 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

UUnnddeerrsstatannddiinng g BBrraannddss

How does Branding Work?•Brands Do Trigger Feelings

•Branding consists in transforming the product categories Brand Product Brand

Management Perspective: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 brand’s ideals & Matching the brand’s products with its ideals

‘It’s not the yoghurt that I make, but danones.’ (Danon’s CEO)

• A brand is a long-term vision--------management

• A brand is a living memory---------Consumer

– A long lasting and stable reference

Customer Affinity

AwarenessAwareness‘I’m aware of the brand’

PreferencePreference‘I prefer the brand’

LoyaltyLoyalty‘I love the brand’

GoalsGoals ‘Our goalsare 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 doesn’t shock

The Totality of the BrandBrand PropositionPositioning &

Personality

Brand Selection

Delivery

Functional Attributes

Rational, Overt Reasoning

Symbolic Values

Emotional, Covert Reasoning

Johari Windows into the Brands

SOURCES OF ADDED VALUE IN SOURCES OF ADDED VALUE IN BRANDINGBRANDING

AuthenticityAuthenticity ReplicabilityReplicability

ReassuranceReassurance

Transformation of ExperienceTransformation of Experience

DifferentiationDifferentiation

Added ValueAdded Value

Inner

DirectedOuterDirected

The Brand SystemBrandVision

& Purpose

Brand Values

Brand Tone Codes& Personality

Strategic Product’s common traits

ProductA

ProductB

ProductN

TypicalBrand

Actions

For BrandManager

For ConsumerOutside

of brand territory

Permanent fluctuations of the market, evolution of competition, life styles, technology

Brand Valuation

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

BrandCompany Strengths

WhatCustomers value

Integrated Branding Model

OrganizationDrivers•Mission•Values•Story

Brand Drivers•Principle•Personality•Associations

Brand Conveyors•Communications (positioning)•Strategy•Products

Organization drivers stay consistent in product brands

Company BrandCompany Brand

MissionValueStory

OrganizationDrivers

OrganizationDrivers

OrganizationDrivers

Product Brand # 1Product Brand # 1Principle

PersonalityAssociations

BrandDrivers

Product Brand # 2Principle

PersonalityAssociations

BrandDrivers

Brand Brand IdentityIdentity

• Why brand Identity?Why brand Identity?• Identity vs. PositioningIdentity vs. Positioning

– Positioning and its limitations Positioning and its limitations • Identity and ImageIdentity and Image

Brand Identity

Other Sources of Inspirations: * mimicry * Opportunism * Idealism

Signals Transmitted Brand

Image

Competition and Noise

Sender Media Receiver

Identity and ImageIdentity and Image

The Six Facets of IdentityThe Six Facets of IdentityThe Identity PrismThe Identity Prism

Picture of Sender

Picture of Recipient

INTERNALIZATION

EXTERNALIZATION

PhysiquePhysique PersonalityPersonality

ReflectionReflection Self-ImageSelf-Image

RelationshipRelationship CultureCulture

Managing Brands

Work Environment of a Brand Manager

Brand Manager

Marketing

Sales

ProductionQuality

Finance

R&DLogistics

TopManagement

Marketing Channels

Suppliers

Govt. Agencies

MarketingIntelligence

Creative Agencies

Political

Socio-Cultural

Economica

lTe

chno

logi

cal

TargetMarket

Job Description of a Brand Manager

• Responsible for Brand’s strategic planning for a particular period Responsible for Brand’s strategic planning for a particular period • Responsible to handle budgets allocated to the brandsResponsible to handle budgets allocated to the brands• Responsible for all the 4 Ps of brands and to integrate all the Responsible for all the 4 Ps of brands and to integrate all the

marketing activities so as not to deviate from brand’s long term marketing activities so as not to deviate from brand’s long term identityidentity

• Responsible for managing product portfolio of brands, i.e. developing Responsible for managing product portfolio of brands, i.e. developing new products and monitoring existing products’ movement in terms of new products and monitoring existing products’ movement in terms of area, units, rates, etc.area, units, rates, etc.

• Developing new product launch strategies and plans and monitoring Developing new product launch strategies and plans and monitoring the execution side the execution side

• Responsible to take care of consistency in Quality that the product(s) Responsible to take care of consistency in Quality that the product(s) of a particular brand delivers, like in terms of physical product’s of a particular brand delivers, like in terms of physical product’s features/attributes (whether the core product remains up to the features/attributes (whether the core product remains up to the standards maintained by the quality control department?), packaging, standards maintained by the quality control department?), packaging, size, quantity, shape, form, service component of the product etc.size, quantity, shape, form, service component of the product etc.

• Responsible for developing a full fledge communication strategy for Responsible for developing a full fledge communication strategy for brands that includes deciding which media and channels to be used brands that includes deciding which media and channels to be used (Whether right message is delivered/communicated to the right (Whether right message is delivered/communicated to the right audience at the right time, using the right appeal, through the right audience at the right time, using the right appeal, through the right media?), then media planning and coordination with the creative media?), then media planning and coordination with the creative agencies etc.agencies etc.

• Responsible for watching the competition; conducting the SWOT Responsible for watching the competition; conducting the SWOT analysis (considering competition’s weaknesses as the opportunities to analysis (considering competition’s weaknesses as the opportunities to enhance and develop our brands while seeing competitors’ strengths enhance and develop our brands while seeing competitors’ strengths as the threats for our brands and using our brands’ strengths to as the threats for our brands and using our brands’ strengths to overcome the threats coming from competition overcome the threats coming from competition

• Also responsible for building/organizing, training, and motivating the Also responsible for building/organizing, training, and motivating the teamteam

• Keeping a liaison with top management and other Keeping a liaison with top management and other functional departments like factory/production team, sales functional departments like factory/production team, sales people, accounts etc. plus with value chain (vendors / people, accounts etc. plus with value chain (vendors / distributors etc.), creative agencies, legal consultants etc. distributors etc.), creative agencies, legal consultants etc. in order to make sure that things are running in harmony. in order to make sure that things are running in harmony.

New Product DevelopmentNew Product Development vs.vs. New Brand DevelopmentNew Brand Development

New Product Development New Product Development ProcessProcess • Strategic Marketing Planning

• Opportunity Identification & Analysis• Corporate Decision of NPD

Technical (product) DevelopmentTechnical (product) Development Marketing (plan) DevelopmentMarketing (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….!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

New Brand DevelopmentNew Brand Development 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 Characteristics of Established BrandsBrands

• Strong Identity• Well-defined Core Activity• Genuine Added Value• Defined Brand personality• Set of Values (authentic brand

culture)

Major Branding Decisions

Brand Repositioning

Brand Name Selection

Brand Sponsor

Branding Strategy

Brand Strategy

To Brand or not to Brand Brand

No Brand

Selection

ProtectionManufacturer’s BrandPrivate BrandLicensed BrandCo-Branding Product BrandLine BrandRange Brand

Umbrella BrandSource BrandEndorsing BrandNew BrandsLine ExtensionsBrand ExtensionsMulti-brands