Concept of Brand Management

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Concept of Brand Management
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What is a product?

• One that satisfies a fundamental need
• Generic products
• Expected products
• Augmented products

A 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
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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
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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

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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

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LOGO TEST
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LOGO TEST
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BRAND PROMISE
A BRAND PROMISE IS SUPPORTED BY
  POSITIONING Determining What You Want Your
Promise to Be   COMMUNICATION Creating an
Expectation in the Customers Mind of What the
Promise Is   OPERATIONS Delivering the Promise
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BRAND CHALLENGES

• 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 Introduction Cost
• Increasing Job Turnover

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Insights Creating a winning brand
Competitors Insight into areas of Competitive
advantage
Consumers Insight to shape Differentiated
functional And emotional end benefits
Creating a wining brand
Compound Scientific Insight into areas of
Molecule benefits
Customers Insight into shaping A relevant value
proposition
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What are insights

• An insight is a deep and fundamental
  understanding of your product, consumer, customer
  and competition that unlocks an opportunity to
  win

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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

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Which insights to act upon

• Identifying the impactful insights

• Simple

• Relevant

• Memorable

• Behaviour modifying

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What does these insights drive

• Shape and expand our categories

• Better brand differentiation

• Enhance customer value proposition

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Fairness cream

• Key Insights
• Evolving concept of metrosexual man
• Increasing visits of men to beauty salon
• Men Fairness cream