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CHAPTER NO. 01

BRAND AND BRAND MANAGEMENT

. BY:Mr. Adil Adnan

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Brand

AMA defined brand as a brand is a name,term, sign, symbol, or design or a

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

Technically speaking when a marketercreates new name, logo or symbol for anew product, he or she created a brand

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Brand and Brand ManagementBrand Elements

The different components of a brand (names, symbols,attributes, package design) that differentiate a product iscalled brand elements.

Company Name represent all products like General electric,Hewlett-PackardManufacturer assign different names like Procter and GamblePampers, PanteneRetailers creates their own brands like Wal-Mart in USA and

ASDA in EnglandSome brand names are based on names like Habib Bank Ltd,Some are based on places like Khyber bank, PIA, British

Airways

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Brand and Brand Management

Brand ElementsSome brand names that use words withinherent product meaning like Just JuiceSome suggest important attribute or benefitslike Mop & Glo floor cleanerOther brand names are made up and include

prefixes and suffixes that sound scientific,natural, or prestigious For example Intelmicro processors, Compaq Computers

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Brands Vs Products

Philip Kotler a product is any thing that can beoffered to a market for attention, acquisition,use or consumption that might satisfy a need orwant.

Thus a product may be physical good like Cereals,automobile, Or Service that is an airline, bank orinsurance companyOr Person like Doctor, Political figureOr organization like non profit organization or tradeorganizationsOr Idea like political or social cause

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Brands Vs ProductsKotler defines five levels to a product

1. Core benefits satisfaction of basic need and want of customer e,g Air conditioner: Cooling and comfort

2. Generic product Level - Those attributes are necessaryfor product functioning with distinguish features e,gsufficient cooling facility, adequate air intake andexhaust etc

3. The expected product level Set of attribute or

characteristic that buyer normally expect e,gConsumer reports stated that for a typical racing car,consumers have high speed performance expectationssupported by luxurious interior and stylish exterior.

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Brands Vs Products4. The augmented product level Additional

product attribute, benefits or related servicedistinguish from competitors e,g Optionalfeatures may include electric touch-padcontrols, display to show indoor and out doortemperature etc. Nokia touch and type phone.

5. The potential product level Include all of theaugmentation and transformations that aproduct might ultimately undergo in the futuree,g silent running, completely balancedthroughout the room, and energy self sufficient. Blue gene computers.

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Brands Vs ProductsBrand

A brand is therefore a product, but one that adds otherdimensions that differentiate it in some way from otherproduct designed to satisfy the same need.The differences may be rational, tangible or intangible

For example a physical good like Nestle Corn FlakesCereal,

A service like PIA service, Habib Bank A Store like Avon Super store, Walmart Superstore A person like Musharaf, Imran Khan, Tom Cruise A place like The city of Karachi, the city of London An Organization like the Iqra University, Red Cross

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Why do brands matter?Why are brands important? What functions dothey perform that makes them valuable tomarketers? The answer is brand playing variousroles to both firm and consumers

ConsumersIdentification of source of product

Assignment of responsibility to product makerRisk reducerSearch cost reducerPromise, bond or pact with maker of productSymbolic deviceSignal of quality

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Why do brands matter?

ManufacturerMeans of identification to simplify handling ortracing

Means of legally protecting unique featuresSignal of quality level to satisfied customersMeans of endowing products with uniqueassociation

Source of competitive advantageSource of financial returns