Introduction

Definition

Brand is a name, term, sign, symbol or design or a combination of them intended to identify goods and services of one seller or a group of sellers and to differentiate them from competition”

American Marketing Association

Definition

Brandr – “ to burn” – branding at ranches

Brand vs. Products

Kotler’s definition Core Benefit Generic Product Expected Product Augmented Product Potential Product

Brand:Product + or - perceived

differentiator Rational & Tangible Performance based Symbolic, emotional

Brand = Product + customer perception +performance + brand

name + company

What then is a Brand?

Attributes Benefits Values

Culture

User

Personality

What can be Branded

Physical goods – Kellogg's, Sony, Coca-Cola Services – IBM, Amex, Hilton, Fedex Retailers & Distributors – Wal-Mart, Target Online Products & Services – Facebook, Twitter,

Amazon, Google People –Film Stars, Sports legends Art & Entertainment – National Geographic,,

Movie sequels ( Star Wars, Harry Potter), Clubs- Manchester United, IPL Teams Geographic locations – Kerala, Goa, Paris,

Thailand, Turkey, Malaysia

InterBrands - Top 10 – 2011

Rank 2011

Rank 2010

Brand Sector CountryBrand Value ($m)

Change in Brand Value

1 1 Beverages USA 71,861 2%

2 3Business Services USA 69,905 8%

3 2 Software USA 59,087 -3%

4 4 Internet USA 55,317 27%

5 5 Diversified USA 42,808 0%

6 8 Restaurant USA 35,593 6%

7 5 Electronics USA 35,217 10%

8 17 Electronics USA 33,492 58%

9 9 Media USA 29,018 1%

10 10 Electronics USA 28,479 6%

Rank2012

Rank 2011

Brand Sector CountryBrand Value ($m)

Change in Brand Value

1 1 Beverages USA 77,839 8%

2 8 Electronics USA 76,568 129%

3 2Business Services USA 75,532 8%

4 4 Internet USA 69,726 26%

5 3 Software USA 57,853 -2%

6 5 Diversified USA 43,682 2%

7 6 Restaurant USA 40,062 13%

8 7 Electronics USA 39,385 12%

9 17 Electronics Korea 32,893 40%

10 11Automobiles USA 30,097 10%

InterBrand - Top 10 – 2012

Roles that Brands Play

For Consumers

Identification of source of product Assignment of responsibility to product maker Risk reducer Promise, bond Signal of quality

Roles that Brands Play

For Manufacturers

Means of identification to simplify handling & tracing

Legal protection of unique features Signal of quality USP & Competitive advantage Source of Financial returns

Challenges

Savvy customers Brand proliferation -Complex brand portfolios

& families Maturing markets Increasing competition Decreasing brand loyalty

Challenges

Growth of private labels Increasing trade power High cost of product introduction & support Media fragmentation - High promotional

expenditure

Advantages

Greater loyalty Higher margins Licensing opportunities Brand extension opportunities Less vulnerable to competitive marketing

actions

Good Brand

Easy to remember

Easy to Recognize

Suggest Product Benefits

Distinguish product

positioning relative to competition

Easy to pronounce

Attract Attention

Legally protective

Suggest Company or

Product image

Types of Brand

Premium brand typically costs more than other products in the category

Economy brand is targeted to a high price elastic market segment

Fighting brand is created specifically to counter a competitive threat

Branding

Corporate Branding- company’s name is used as a product brand name

Family Branding when one brand name is used for several related products

Brand leveraging when a company uses brand equity associated with an existing brand name to launch a new product or product line

Branding

Co-branding when 2 or more brands work together to market their products

Brand Licensing when a company sells the rights to use their brand name to another company for use in another geographic area

Private Branding when large retailers buy products from manufacturers in bulk and put their own brand name on them

Brand Rationalization

Create a separate product or service for each target market

Gain production & marketing efficiencies Part of corporate restructuring

Mass Niche

Strategic Brand Management Process

Design and implementation of Mktg. programs to build, measure and

manage brand equity

Steps

1. Identify & establish brand positioning & values

2. Planning & implementing brand marketing programs

3. Measuring & Interpreting Brand performance

4. Growing & sustaining brand equity

Strategic Brand Management

1. Identify & establish brand positioning & values

Mental Maps Competitive frame of

reference Points of parity and

Points of difference Core brand Values Brand Mantra

Strategic Brand Management

2. Planning & implementing brand marketing programs

Mixing and matching of brand elements

Integrated brand marketing activities

Leverage of secondary association

Strategic Brand Management

3. Measuring & Interpreting Brand performance

Brand Value chain Brand audits Brand Tracking Brand Equity

Management System

Strategic Brand Management

4. Growing & sustaining brand equity

Brand-product mix Brand Portfolios and

hierarchies Brand expansion

Strategies Brand reinforcement

and revitalization