1. Concept of Brand Management

2. What is a Product? Expected Product Generic Product CORE BENEFIT
Augmented Product
Potential Product
All the augmentations and transformations that a product might ultimately undergo in the future
Additional product attributes, benefits, or related services that distinguish the product from competitors
Attributes and Characteristics that buyers normally expect and agree to when they purchase a product
Basic Version of the product containing only those elements absolutely necessary to function. No distinguishing features.
The Fundamental Need or Want that consumers satisfy by consuming the product or service

3. But what really do people buy?
Customers buy hopeful expectations, not actual things.
Feelings are more important than feeling.
How we feel about a car is more important than how the car feels.
When we consider that in the most important decisions of life, like marriage, we mostly decide on the basis of not the cold figures in our intended’s balance sheet but upon our warm feelings about our intended’s figure.
Theodore Levitt

4. What is a Brand? Derive from word “brandr” which means to burn
AMA, a brand is name, term, sign, symbol, or design, or combination of all ,intended to identify the goods and services of one seller or group of sellers to differentiate them from competitors

5. What is a Brand? Product = Commodity
A product is a produced item always possessing these characteristics:
Tangibility
Attributes and Features
Brand = “Mind Set”
The sum of all communications and experiences received by the consumer and customer resulting in a distinctive image in their “mind set” based on perceived emotional and functional benefits.

6. What is a brand?
A brand is not a thing ,a product, a company or an organization.
It does not exist in physical world
It is a mental construction
It the sum of human experiences, perceptions and feeling about a particular thing, product or organization

7. What is a brand? It is not a icon , a slogan or a mission statement
It is a promise-a promise you can keep
Great brands have strong emotional connections to their users

8. LOGO TEST

9. LOGO TEST

10. Why Does A Brand Matter? MANUFACTURERS
ID to simplify handling or tracing
Legal protection of unique features
Signal of quality level to satisfied customers
Means of endowing products w/unique associations
Competitive Advantage
Financial Returns
CONSUMERS
ID Product Source
Assignment of responsibility to maker
Risk reducer
Search cost reducer
Promise, bond, or pact w/make of product
Symbolic Device
Signal of Quality

11. Branding
“ Pretty much everything today can be seen in relation to a love-respect axis. You can plot any relationship – with a person, with a brand – by whether it’s based on love or based on respect. It used to be that a high respect rating would win. But these days, a high love rating wins. If I don’t love what you’re offering me, I’m not even interested.”
- Kevin Roberts, Saatchi and Saatchi

12. What is Brand Management?
Brand = Primitive God
If we keep it’s laws
And pay regularly the tributes due (mainly advertising), fortune will smile on us – otherwise, disaster.

13. Essence of Brand Management
PRODUCT = Body
BRAND = Mindset
EQUITY = Roots
ESSENCE = Brand’s Soul
VISION = Brand’s DNA

14. BAJAJ BRAND Product : Motorcycle
Brand : Trend setter in design, R&D, new models and marketing
Brand essence : "Excitement".
Brand Vision : Learning, Innovation, Perfection, Speed and Transparency.

15. Strategic Brand Management
Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.

16. BRAND MANAGEMENT PYRAMID
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
RESONANCE
JUDGMENTS
FEELINGS
PERFORMANCE
IMAGERY
SALIENCE

17. Sub-Dimensions of Pyramid
LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT
QUALITY CREDIBILITY
CONSIDERATION
SUPERIORITY
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
CATEGORY IDENTIFICATION
NEEDS SATISFIED
PRIMARY CHARACTERISTICS &
SECONDARY FEATURES
PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY
STYLE AND DESIGN
PRICE
USER PROFILES
PURCHASE & USAGE SITUATIONS
PERSONALITY & VALUES
HISTORY, HERITAGE,
& EXPERIENCES

18. Dimensions of LUX SOAP Pyramid
Six Packs - Loyalty
Contests
Promotional Offers
Unmatched bathing
Experience
Brings Out the star
in you
HLL Quality
Credibility - Heritage of 75 years
Brand Endorsers
Beauty Aspirants
Everyday Beautiful Complexion
Glamorous, Feminine Beauty
Beauty Soap of Filmstar for 75 years
Filmstar is Numero Uno Star if Brand Endorser
Bath Soap
Perfume
Moisturizing
Economical
Stylish Package
Celebrities on Pack
Variants satisfy diff needs
BATH SOAP – Cosmetic Appeal

19. Brand Equity Model Consumer- Brand Resonance Consumer Judgments
Brand Salience
Consumer Judgments
Consumer Feelings
Performance
Imagery
INTENSE, ACTIVE LOYALTY
RATIONAL & EMOTIONAL REACTIONS
POINTS-OF-PARITY & POINTS-OF-DIFFERENCE
DEEP, BROAD BRAND AWARENESS

20. STRATEGIC BRAND MANAGEMENT
Identify and establish
Brand Positioning and Value
Competitive Frame of Reference
Core Brand Values
Brand Mantra
Points of Parity
Points of Difference
Plan And Implement Brand Program
Brand Elements
Integrate marketing activities
Measure Brand Performance
Brand Tracking
Brand Audits
Brand Equity Management
Grow and Sustain Brand Equity
Brand Expansion
Brand Revitalization
Brand Portfolio

21. Insights Creating a winning brand
Creating a wining
brand
Consumers
Insight to shape
Differentiated functional
And emotional end benefits
Category
Insight into areas of
Product Category benefits
Competitors
Insight into areas of
Competitive advantage
Insight into shaping
A relevant value
proposition

22. What are insights
An insight is a deep and fundamental understanding of your product, consumer, customer and competition that unlocks an opportunity to win

23. What are these insights
Identifying the unmet needs
Cause of this disconnect
Desired functional and emotional end benefits
Competitive weaknesses
Strength of the brand
Key barriers and motivators that drive behavior

24. Which insights to act upon
Identifying the impactful insights
Simple
Relevant
Memorable
Behaviour modifying

25. What does these insights drive
Shape and expand our categories
Better brand differentiation
Enhance customer value proposition

26. Category Insights
The domestic skin-lightening cream industry is valued at over $190m - a strong indicator of the great Indian obsession with fair skin.
India's rulers have always been fair, be it the Aryans in the early centuries or Europeans in later years.
Fairness is equated with superiority, power and influence, therefore the preference for lighter skin.
Men account for about 25 per cent of fairness cream use across the country

27. Competitor Insights

28. Customer Insights
Men are no longer shy of admitting they want to look good.
Evolving concept of metrosexual man
Increasing visits of men to beauty salon
Increased exposure to international beauty, fashion and lifestyle trends has created beauty aspirations

29. Customer Insights As Man's Skin is:
 3 times more exposed to sun's UV rays.
 5 times more exposed to pollution.
 2 times more exposed to stress factors.
 Daily exposed to the harshness of blades.
Men need specific Fairness Cream for them.

30. Customer Value Proposition
Value Proposition : Men need specific fairness cream to feel proud and confident

31. Winning Brand
Fair and Handsome clocked sales of Rs 16 crore in the first 11 months of its launch and is expected to generate as much as Rs crore in the current fiscal year.

32. BRAND CRITICAL SUCCESS FACTORS
CORE BRAND VALUES ATTRIBUTES/ BENEFITS
BRAND MANTRA – BRAND DNA
BRAND ASSOCIATIONS– ENDORSER, AWARDS,
EVENTS, COMPANY, CHARACTERS, GEOGRAPHY
BRAND ELEMENTS – NAME, SYMBOL,LOGO,
SLOGAN, PACKAGING
BRAND VALUE CHAIN
INTEGRATED MARKETING

33. CHALLENGES IN BRANDING
SAVVY CUSTOMERS
COMPLEX BRAND PORTFOLIOS
MATURING MARKETS
INCREASED COMPETITION
DIFFICULTY IN DIFFERENTIATING
DECREASING BRAND LOYALTY
GROWTH OF PRIVATE LABELS
INCREASING TRADE POWER
FRAGMENTING MEDIA COVERAGE
ERODING MEDIA EFFECTIVENESS
INCREASING MARKETING COSTS
INCREASING PRODUCT INTROD COST

34. KEY TO BRAND SUCCESS VISION OF THE MARKET MANAGERIAL PERSISITENCE
FINANCIAL COMMITMENT
RELENTLESS INNOVATION
ASSET LEVERAGE