Brand Promotion - creative factor

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Brand Management
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What is a brand?

• A brand is a name, term, sign, symbol, design or
  a combination of the above to identify the goods
  or service of a seller and differentiate it from
  the rest of the competitors

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When you cannot do this

• The product is a commodity

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A brand comprises of

• Tangible attributes
• Intangible attributes

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Tangibles

• Eg.
• Product
• Packaging
• Labelling
• Attributes
• Functional benefits

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Intangibles

• Eg.
• Quality
• Emotional benefits
• Values
• Culture
• Image

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Brand Identity

• It is the marketers promise to give a set of
  features, benefits and services consistently

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Brand Building

• Involves all the activities that are necessary to
  nurture a brand into a healthy cash flow stream
  after launch

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What kind of activities?

• Eg.
• Product development
• Packaging
• Advertising
• Promotion
• Sales and distribution

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Brand Equity

• When a commodity becomes a brand, it is said to
  have equity

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What is brand equity?

• The premium it can command in the market
• Difference between the perceived value and the
  intrinsic value

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What happens when equity increases?
Commodity
Brand
Power Brands
Presence

Personality
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What happens when brands have high equity?

• The company can have more leverage with the trade
• The company can charge a premium on their product
• The company can have more brand extensions
• The company can have some defense against price
  competition

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Brand Loyalty Pyramid
Committed buyer
111
Likes the brand. Considers it a friend
Satisfied buyer. Would incur costs to switch
Satisfied buyer/no reason to change
Switchers/Price sensitive
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How does one build brands?

• Distinguishing it from others value proposition
• Brand promise must match brand delivery

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The value proposition

• Broad positioning
• Specific positioning
• Value positioning

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Creating the brand

• Choosing a brand name
• Develop rich associations and promises
• Managing customer brand contact to meet and
  exceed expectations

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Considerations in choosing a brand name

• What does the brand name mean?
• What associations / performance / expectations
  does it evoke ?
• What degree of preference does it create?

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A brand name should indicate

• Product benefits
• Product quality
• Names easy to remember, recognise, pronounce

• Product category
• Distinctiveness
• Should not indicate poor meanings in other
  markets or languages

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Brand Associations

• owned word
• Slogans
• Colours
• Symbols and logos

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Brand Status
E S T E E M


Step up advertising
Cash Cow.Need to Sustain brand building
activities
Troubled brand Product upgradation
required
New Product Or Product should be phased
out
FAMILIARITY
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Brand ambassadors

• Giving a face and personality to the brand that
  is expected to be rubbed off from the brand
  ambassador

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Brand Vitality

• Differentiation in consumers need
• Differentiation relevant to consumers need

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Brand Pitfalls

• Brand experience must match brand image
• Calls for managing every brand contact