Brand Management

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EVERYONE

PRESENTATION ON

BRAND MANAGEMENT

By: Vikram Pal

BRANDING DECISIONS

The brand decision consists of six level of decision making

Brand or not to brand

Brand label

decision

Brand symbol

decision

Brand philosophy decision

Brand strategy decision

Brand market decision

1. BRAND OR NOT TO BRAND

The first branding decision is whether to develop a brand name for a product or sell an unbranded product.

Unbranded product is considered as a commodities

and have nothing substantial to different them from competing products in the market.

Example: pulses, wheat flour, locally packed snacks etc., which comes in the plain, transparent plastic packs are all unbranded products.

2. BRAND LABEL DECISIONS It is the process of deciding whether the product will be a producers brand, a retailer’s brand or a licensed

brand.

1. Producers brand: It is also known as national brand and sold under manufactures own lable.

Example: Coca-Cola, Opel corsa are producer brands

2. Retailer’s brand: It is also known as private label, store brand or distributers brand. These are sold under the retailers label and not under the name of manufacturer.

Example: Shoppers stop has Stop, life and Kashish as its private labels

CONT……

3. Licensed brand: These are those brand where the franchisee (licencee) has the right to use the brand name as long as the they pay the fee and conform the rule of the licensor.

Example: McDonald, Disney etc. are licenced brand

3. BRAND SYMBOLE DECISION

It is the process of selection of an appropriate brand name, logo etc.

Element of comprising brand symbol: different types of aspects used for brand symbol are:

1. Graphical design or logo. 2. Type face(the way of writing). 3. Colour used. 4. Sound( Tunes used).

4. BRAND PHILOSOPHY DECISION

There are mainly four type of philosophy are used by the firm’s, these are as:

i. Individual branding. ii. Blanket family branding. iii. Separate family branding. iv. Hybrid branding.

CONT……i. Individual branding: Companies often use different

brand names for different quality lines within the same product class .its major advantage is that the company does not tie its reputation to the products .If the product fails, the company’s image or name is not hurt.

Example: P&G has many individual brands like

Vicks, Head and Shoulders, Huggies etc.

ii. Blanket family branding: In this philosophy companies use the same name for all the products. The major benefit of this is cost saving.

Example: Godrej, Tata, Amul

CONT……iii. Separate family branding: In this system a

separate brand name for each line(one for each category) is used.

Example: HUL’s tea business is sold under Brooke Bond name, while cosmetics are sold under Lakme and condiment’s are sold under Kissan Brand.

iv. Hybrid branding: In this the branding company’s product carry the corporate brand name together with individual brand name.

Example: Britannia uses its company name together with the brand name of product such as Britannia Gooday.

5. BRANDING STRATEGY DECISION The process of branding include two

major strategic decision that the company has to take, these are whether to create a stand alone or co-brand and to have a single brand in the product category or multiple brands.

Co-branding: it is also known as dual branding, it occurs when two or more brands are appear together

TYPES OF CO-BRANDING

Co-branding is of four major type. Intergradient co-branding Same company co-branding Joint venture/post merger co-branding Multiple-sponsor co-branding

1. Intergradient co-branding: when a brand advertises that it has used ingredients or components made by the another brand it is known as intergradient co-branding.

Example: Maruti using J.K. tyres.

2. Same company co-branding: when a company link their product brand with other.

Example: Mostly cosmetic companies link there products brand with each others

CONT….

3. Joint venture/post merger co-branding: This include brands that carry two or more brand names due to merger or acquisition.

Example: Maruti and Suzuki

4. Multiple-sponsor co-branding: when the product has more then one sponsor .

Example: Jet Air ways Citi Bank Card.

MULTIPLE BRANDING

This strategy refers to the practices of a company having many brands in a single product category.

Example: Tata has Titan, Sonata ,Edge and Raga brands of watches.

6. BRAND MARKET DECISION

These are those decisions which are related the sale of brand in a particular market. It includes two types of decisions:

1.Local/National brand 2.Global brand1. local/National brand: A local brand is

that which caters the market in a limited geographical area, at the most a country.

CONT….

2. Global brand: In case of global brand the company uses same brand name, quality, advertising and brand image in all the markets that it operates.

Example: Coca-Cola, IBM, Nokia etc.

SELECTING A BRAND NAME

Having the right brand name can be as important as having the right product.

Process of selecting brand name: 1. The company should identifies the

objective for brand name. it should be based product, its benefits and target market.

2. Generation of the list of potential brand name

CONT….

3. Screening of the available names.4. Getting consumer reaction about the

screened names.5.Search for the trademark to ensure

that each screened name can be legally registered.

6. Selection of the surviving names as the final name for the product.

BRAND EXTENSION

Recognizing that one of their valuable assets is their brands, many firms have decided to leverage that asset by introducing a host of new products under some of their strongest brand names. Most new products are in fact line extensions.

ADVANTAGES:

1. NEW PRODUCT SUCCESS a) Brand extensions improve the odds of new product

success in a no. of ways. b) Extensions reduces risk

CONT…

c) It is easier to convince retailers to stock & promote a brand extension

d) reduced cost of introductory launch campaign e) it can also avoid the difficulty & expense of

coming up with a new name

2. POSITIVE FEEDBACK EFFECTS a) provide feedback benefits b) help to clarify the meaning of brand & its core brand values or improve

consumer perceptions of company.

CONTT…

DISADVANTAGES:a) brand dilution occursb) Extensions may confuse & even frustrate

consumersc) Extensions not only, does it fail, but it harms

the parent brandd) By introducing a new product as a brand

extensions, the firm foregoes the chance to create a new brand with its own unique image& equity

MULTIPLE BRANDING

It is the strategy of developing two or more brands in the same product category.

Example: Kelvinator produces four main brands of refrigerators- Kelvinator, Leonard, Gem, Tropicana.

REASONS FOR ADOPTING MULTIPLE BRANDING

1. No single brand can develop a market on its own.

2. Multiple brand allow for the best market coverage.

3. It helps in minimizing the risk of price competition between retailers selling the same product.

4. It helps in avoiding the dilution of the strength of the company’s main brand.