Brand and Brand Management

Various aspects

What is a Brand?

Brand derived from word brandre which means to burn AMA definition A brand is a name, term,

symbol, design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

Various aspects
Brands vs. products Product- physical goods, services, retailers and

distributors, online products and services, people and organizations, sports, arts and entertainment, geographic locations, ideas and causes

Brand is therefore a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need.

BRAND DESIGNATIONS
Brand name Brand mark Brand character Trade mark R

Various brand decisions

Brand decisions

1. Branding 2. Brand label 3.Brand symbol 4.Brand strategy decision decision decision decision Branded product Unbranded product Brand name Brand logo

5.Brand market decision

6.Brand philosophy decision

Producer brand Retailer brand Licensed brand

Co branding

Local brand

Family branding
Individual branding
Separate Family name for every product line

Multi
Trade marks branding Global brand

Hybrid branding

1. Branding Decision

Whether to sell branded or unbranded (generic) products or commodities which are no frills plainly packaged products, where in labels display only essential details and are unsupported by promotion efforts while branding presents more arguments for itself.

2. Brand Label Decisions

Producers brand are sold under manufacturers own label (Colgate, Coca cola) Retailer brands are products sold under the retailers label (Shoppers Stop-Stop, Life, Kashish Licensed brands are those where licensee has the right to use the brand name as long as they pay the fee and confirm to the rules and regulations as specified by the licensor (McDonalds, Barbie)

3.Brand symbol decision

Personal name: Tata, Manikchand, Shahnaz Husain Initials: MDH, Pen, SET, DNA Neologism: (Names specifically generated by the company)
Kodak, Xerox

Mythological names: Annapurna, Taj Geographical names: Air India, Singapore Airlines Dictionary words: Nature fresh Names adapted from dictionary words: Ayur Hybrid names: Sundrop Combination of words and numbers: Kodak 500

4.Brand strategy decision

1.

Co-branding
Ingredient co-branding: Maruti cars-J.K. tyres, Dell with Intel
chips, Recron with coir

Same company branding: cosmetics Multiple sponsor co-branding: horizontal marketing system

2.

Multibranding: Company having many brands in

single product category based on assumptions that market segment is different for each product Tata: Titan, Sonata, Raga HUL:Lux, Rexona, Pears, etc.

5.Brand market decision

Local: Limited geographical area Global: Maintaining same product line across globe

6.Brand philosophy decisions

Family blanket branding Individual branding Separate brand name Hybrid branding

Family blanket branding

Cost saving( to create awareness and also to find new brand name) Firms which specialize in single area or have related product lines Easy brand extensions E.g. Amul, Tata, Godrej

Individual branding
Separate brand name for each product Each has different market No linking of product lines from one another E.g. P&G: Huggies, Vicks, Head & Shoulders

Separate Family name for every product line

Separate brand name for each product line
1.

Nestle
Coffee products-Nestle Food product-Maggie

2.

HUL
Kissan- jams, sauces Lakme- skin care Detergents- Three different brands High-Surf Average-Rin Low-Wheel

Hybrid branding
Corporate brand name with individual brand name E.g. Britannia 50-50 Britannia Good day

Certain terminologies
Brand Equity
Perceived quality Brand Awareness Brand Associations

Brand Loyalty

Brand Equity

Other proprietary assets

Value of Customer

Value of Firm

Definition
Brand equity is a set of brand assets and

liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firms customer

Thus brand equity of an organization is based on all the above discussion