CHAPTER 1:

BRANDS AND BRAND

MANAGEMENT

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Learning Objectives
 Define “brand,” state how brand differs from a
product, and explain what brand equity is
 Summarize why brands are important
 Explain how branding applies to virtually
everything
 Describe the main branding challenges and
opportunities
 Identify the steps in the strategic brand
management process

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 History of Branding

The word BRAND is derived from the Old

Norse brand meaning "to burn," which refers
to the practice of producers burning their
mark (or brand) onto their products.

In ancient times, in order to identify the owner

of the livestock, cattle breeders used hot
ironing in to order to identify the owner of the
cattle and differentiate it from others.

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What is a brand?
 According to AMA (American Marketing Association)

 A brand is “ name, term, sign, symbol, or design or

a combination of them intended to identify the
goods and services of one seller or group of sellers
and to differentiate them from those of
competition”

✓ 2 tricky words: identify and differentiate

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Even without the logo…

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Simply,
 Branding is a promise given to the customer; a
promise that needs to be fulfilled every single time.

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In class reading: Coca Cola’s Branding Lesson
 Page 32 from textbook

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What is a Brand?

Set of expectations, memories, stories and

relationships taken together!

Brand Elements

Brands versus Products

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Brand Elements
 Different components that identifies and
differentiates a brand
 Name, logo, symbol, package design, or other
characteristic
 Can be based on people, places, things, and
abstract images

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Brand elements in many forms…

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Brand elements come together…

https://www.youtube.com/watch?v=auEdEYY3ao4

Advertisement for Audi…

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Brand versus Product
Brand Product
Has dimensions that differentiate it in Anything available in the market for use
some way from other products designed or consumption, that may satisfy a need
to satisfy the same need or want

Can be differentiated on the basis of: Can be categorized into five levels
• Packaging namely:
• Services provided • Core benefit level
• Customer advice • Generic product level
• Financing • Expected product level
• Delivery arrangements • Augmented product level
• Warehousing • Potential product level
• Other things valued by the customers

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5 product levels
 Core benefit: Fundamental need. A lady wants to enhance her beauty so buys a
make up kit.
 Generic product: A basic version of the product with no distinguishing features.
What the product is made up? Blush, eye shadow trays, lipsticks, mascara and so on.
 The expected product: Attributes and features that a consumer generally expect (
Quality first but in our makeup set case, the color of the eye shadows must have
good pigmentation. Everything included must be able to stay on for hours. )
 The augmented product: Adding extra features beyond expectations. The examples
of augmented product for a makeup kit can be a surprise gift, samples, coupon for
the next purchase, or adding an extra cosmetic inside not offered by other brands.
Competition mostly takes place in this segment.
 Potential product level: all the transformations that the same product can undergo.
The ultimate product. In make up, the continuous development in the make up like
removing parabens or adding aloe-vera.

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But sometimes..

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Brand vs Product
 The new competition is not between what companies
produce in their factories but between what they
add to their factory output in the form of
packaging, advertising, services, customer
advice, financing, delivery arrangements,
warehousing and other things.

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  The Difference Between Brand and Product
Elements Brand Product
Overall meaning A brand is a name, term, sign Anything including objects,
or a combination of them which services, organizations, places,
is to differentiate a product people and ideas that is ready
from other product offered in for sale in the market
the market
Uniqueness A brad has a distinguished A product can be easily
identity which cannot be imitated
imitated
Replacement No Yes
Delivering A brand delivers value to A product performs the
customers functions to consumers
Tangible A brand is intangible A product is tangible or
intangible in nature such as
service
Time horizon A brand remains forever A product can be obsolete
Competence The power of brand created 1.16 The credibility of product is
by customers
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To Sum Up ....
 Through branding, organizations:
 Create perceived differences among products
 Develop loyal customers

 Create value that can translate to financial profits

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Why Do Brands Matter?

Consumers

Firms

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Consumers
Consumer: Encompass all types of customers, including
individuals as well as organizations
 Functions provided by brands to consumers

 Identifythe source or maker of the product

 Simplify product decisions

 Lower the search costs for products internally (thinking)

and externally (looking around)
 Helps set reasonable expectations about what
consumers may not know about the brand

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Consumers
 Signal product characteristics and attributes
◼ On the basis of attributes products can be classified as:
◼ Search goods (e.g. grocery products-visual inspection)
◼ Experience goods (e.g. automobile tires-experience needed)
◼ Credence goods (e.g. insurance coverage-rarely learn attributes)
 Reduce risks in product decision
◼ These risk can be categorised as
◼ Functional ,physical, financial, social psychological, and time

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E.g. Social Risk (embarrassment)

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Firms
 Brands provide valuable functions
 Simplify product handling and tracing
 Help organizing inventory and accounting records

 Offer the firm legal protection for unique features or

aspects of the product (trade marks, patents, copyrights
and designs)
 Provide predictability and security of demand for the
firm (customer satisfaction leads to loyalty ends up with
repeat purchase)
 Creates barriers of entry for competitors and provide a
powerful means to secure competitive advantage
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Figure 1.3 - Roles that Brands Play

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Q to the class
 Why do brands/branding matter? Why is it
important?

1. Simplify decision making process

(E.g. in a supermarket to pick up coca-cola, le cola, bi
cola, pepsi)
2. Reduces risk
3. Set expectations

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Best Global Brands 2016

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Q: Can Anything Be Branded?
 To brand a product marketers should identify

- WHO the product is

- Provide meaning for the brand WHAT it stands for

Since branding is about the perceptions of the consumer

and rooted deeply in the minds of the consumers.

Marketers benefit from branding whenever consumers are

in a choice situation.
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Can Anything Be Branded

Physical Goods

Services

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Physical Goods

Even commodities can be

Business-to-Business branded E.g. De Beers

Products Businesses put the fate of their company in

the hands of another company E.g.
aircraft engine vs. toothpaste

High-tech Products
Many hi tech companies see branding as
naming. But innovation is not solely enough
for marketplace success. See the next slide!

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Example; Sony MP3 vs. Apple iPod

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The Science of Branding:
Understanding Business-to-Business Branding
Guidelines for marketers of B2B brands
• Ensure that entire organization supports branding and brand
management. (especially salesforce since B2B requires more personal
selling)
• Adopt a corporate branding strategy if possible and create a well-
defined brand hierarchy.
• Frame value perceptions. (putting best foot forward)
• Link relevant non-product-related brand associations (superior customer
service, financial easiness)
• Find relevant emotional associations for the brand.
• Segment customers carefully both within and across companies.

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The Science of Branding:
High-tech Products
• Struggle with branding due to lack of branding
strategy.
• Have realised that financial success is no longer

driven by product innovation alone.

• Marketing skills play an important role in the

adoption and success of high-tech products.

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 The Science of Branding:
• Guidelines for high-tech branding:
• Understand your brand hierarchy and manage it appropriately over time.

• Know who your customer is and build an appropriate brand strategy.

• Realize that building brand equity and selling products are two different
exercises.
• Brands are owned by customers, not engineers.

• Brand building on a small budget necessitates leveraging every possible positive

association.
• Technology categories are created by customers and external forces, not by
companies themselves.
• The rapidly changing environment demands that you stay in tune with your internal
and external environment.
• Invest the time to understand the technology and value proposition and do not be
afraid to ask questions.
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Brand Hierarchy of Toyota

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 Services

Role of Branding with Services

Professional Services
Role of branding with services
• Challenges in marketing services:
• Less tangible than products and vary in quality.
• Depend on the particular person or people providing them.
• Branding addresses problems related to intangibility and variability.
• Brand symbols help make abstract nature of the services more concrete.
• Provides competitive edge to the services.

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 Services

Professional Services
Professional services
• Offer specialized expertise and support to other businesses and
organizations.
• Combination of B2B and traditional consumer services branding.
• Challenges:
• Greater variability
• Harder to standardize
• Threat from greater equity of employees

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Can Anything Be Branded

Retailers and Distributors

Online Products and Services

People and Organizations

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 Can Anything Be Branded
Retailers and Distributors
Retailers and distributors
• Retailers can introduce their own brands by using their store name,
creating new names, or some combination of the two.
• Brand enables retailers and other channel members:
• Generate consumer interest, patronage, and loyalty in a store.
• Create their own brand image by associating quality with their
service , product assortment, and merchandising.
• Yield higher price margins, increased sales volumes, and greater
profits.

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 Can Anything Be Branded

Online Products and Services

Online product and services
• To build successful brands, online marketers should
• Create unique aspects of the brand on dimensions that are
important to consumers.
• Example - Convenience, price, and variety
• Perform satisfactorily in areas, such as customer service, credibility,
and personality.
• Find unique ways to satisfy consumers’ unmet needs.
• Offer unique features and services to consumers.
• Offer unique value propositions to geographically dispersed
customer groups.
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 Can Anything Be Branded

People and Organizations

People and organizations
• Product category is people or organization competing for public
approval or acceptance.
• Have well-defined images that are easily understood and liked (or
disliked) by others.
• The idea of brand in this category is not limited to famous and well
known personalities, an individual who builds his name and reputation in
a business context is essentially creating his own brand.
• Right awareness and image is invaluable in shaping the way people
treat and interpret words, actions, and deeds.

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Personal Brands

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Can anything be branded

Sports , Arts, and Entertainment

Geographic Locations
Ideas and Causes

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 Can anything be branded

Sports , Arts, and Entertainment

• Sports teams
• Market themselves through a creative combination of advertising, promotions,
sponsorship, direct mail, digital, and other forms of communication.
• Build awareness, image, and loyalty, to meet ticket sales targets regardless of the
team’s actual performance.
• Art and entertainment
• An example of experience goods i.e. prospective buyers cannot judge quality by
inspection and must use cues such as the particular people involved, the concept or
rationale behind the project, and word-of-mouth and critical reviews.
• A strong brand is valuable in the entertainment industry because of the fervent
feelings that names generate as a result of pleasurable past experiences.

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 Can anything be branded
Geographic Locations

Ideas and Causes

Geographic locations
• Increased mobility of people and businesses and growth in the tourism industry have contributed
to the rise of place marketing.
• Refers to actively promoting cities, states and countries through advertising, direct mail, and
other communication tools.
• Aim is to create awareness and a favorable image of a location that will entice temporary visits
or permanent moves from individuals and businesses.

Ideas and causes

• Branding helps make ideas and causes more visible and concrete.

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To Sum up....
 Branding is universal and pervasive in different
product categories
 Applicable to both tangible and intangible
offerings of an organization
 Technological developments have impacted the way
firms market their offerings
 Organizations reap financial benefits from positive
brand images

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Strong Brands
 Brands that have been market leaders in their
categories for decades
 Any brand is vulnerable and susceptible to poor
brand management

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Factors Responsible for Branding
Challenges
Savvy customers

Economic downturns

Brand proliferation

Media transformation

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Factors Responsible for Branding
Challenges

Increased Competition

Increased costs

Greater accountability

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Figure 1.9- Challenges to Brand
Builders

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Brand Equity
Brand equity is a phrase which describes the value of
having a well-known brand name.

Simply put brand equity = value of the brand

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 The Brand Equity Concept

 The Brand equity concept arise in the 1980s carries both good and
bad news.
 No common viewpoint on how it should be conceptualized and
measured
 It stresses the importance of brand role in marketing strategies.
 Brand equity is defined in terms of the marketing effects uniquely
attributable to the brand.
 Brand equity relates to the fact that different outcomes result in the
marketing of a product or service because of its brand name, as
compared to if the same product or service did not have that name.

1.50
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Brand Equity
 Principles of branding and brand equity
 Differences in outcomes arise from the “added value”
endowed to a product
 The added value can be created for a brand in many
different ways (different branding strategies)
 Brand equity provides a common denominator for interpreting
marketing strategies and assessing the value of a brand
 There are many different ways in which the value of a brand
can be exploited to benefit the firm (from customer loyalty to
premium pricing)

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Strategic Brand Management
Process

1. Identifying and Developing Brand Plans

2. Designing and Implementing Brand

Marketing Programs

3. Measuring and Interpreting Brand

Performance

4. Growing and Sustaining Brand Equity

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1.Identifying and Developing Brand
Plans

Brand Positioning Model

Brand Resonance Model

Brand Value Chain

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2. Designing and implementing Brand
Marketing Program

Choosing Brand Elements

Integrating the Brand into Marketing

Activities and the Supporting Marketing
Program

Leveraging Secondary Associations e.g.

Made In Italy

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3.. Measuring and Interpreting Brand
Performance
 To manage brands profitably, managers must
implement a brand equity measurement system
 Brand equity measurement system involves:
 Brand audits
 Brand tracking studies

 Brand equity management system

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4. Growing and Sustaining Brand
Equity

Defining Brand Architecture

Managing Brand Equity over Time

Managing Brand Equity over Geographic

Boundaries, Cultures, and Market Segments

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Figure 1.12 - Strategic Brand
Management Process

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Pepsi Brand Portfolio Example

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