PREPARED BY: KRUTI BHATT SUBJECT: PRODUCT AND BRAND MANAGEMENT

BRAND FOCUS 1.0 HISTORICAL ORIGINS OF BRANDING

 Original motivation from craftsman  Ancient pottery and stonemason s mark, mark of quality  Origins for marks were china, Greece and India in 1300 B.C.  Used to attract customers loyal to particular marks  And also used to identify inferior goods  Goldsmiths and silversmiths were also required to mark their goods for the

quality of metal
 Europeans began to settle in north america and came up with the concept of

branding
 Medicine and tobacco manufacturers are the U.S. pioneers of branding

Names like cantaloupe, rock candy, lone jack are the brand names helpful in selling tobacco products EMERGENCE OF NATIONAL MANUFACTURER BRANDS: 1860 TO 1914 Forces that make branded products a profitable venture are: Improvement in transportation, communication, production processes, packaging Changes in U.S. trademark law Advertising came into picture Retail stores emerged Liberal immigration policy Increase in industrialization and urbanization Increase in literacy rate Mass produced products in packaging has replaced local products Ex, Procter and gamble

  1. 2. 3. 4. 5. 6. 7.  

 Development and management of brands are managed by top level

management of the firm

 Ex. National biscuit  National manufacturers adopted push and pull approach to avoid

resistance from customers and their channel members

 Problem of counterfeiting  Congress finally separated the registration of trademark and labels in

1870 with first federal trademark law, first mark submitted was underwood devil in 1870, november 29
 DOMINANCE OF MASS MARKETED BRANDS: 1915 TO 1929  From 1915 next 15 year saw increasing acceptance of manufacturer s

brands

 Marketing and design of the product became more sophisticated and also

includes personel selling and other imc tools

 Marketing research became more important and influential  Functional management of brands had coordination problem  CHALLENGES TO MANUFACTURER BRANDS: (1930 TO 1945)  Advertising was ignored by certain segments of the population  In 1938the wheeler amendment gave power to the federal trade commission

to regulate advertising practices

 Procter and gamble puts the first brand management system, where each

manager is responsible for particular brand s financial success

 The lanham act of 1946 permitted federal regestration of service marks .  Establishment of brand management: 1946 to 1985  After world war 2 the demand for high quality brands increases  Reasons were, 1. 2. 3. 4.

Increase in personal income Increase in population growth Increase in demand for national brands Development of brand management system, make annual marketing plan- assisted by personnel of each department

A successful brand manager had to be a versatile jack of all trades. Factors are:
1. 2.

Dedication to the brand Ability to assess alternatives

3. Generation of creative ideas 4. Decision making 5. Communication skills 6. Handling tasks simultaneously