Product Brand Management conveys why companies with powerful brands always command larger market share as well as mind share. A brand is a name, term, sign, symbol or special design or some combinations of these elements that is intended to identify the goods or services of one seller or a group of sellers. Over a period of time, brand is built through marketing activities and communications. Branding makes it easier for consumers to identify products and services. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.

1. Chapter 1
• What is a brand?
Ch01 What is a brand?

2. Why study brand?
• Company with powerful brands succeeds
in the market place
• Brand plays a central role in business
management
• To understand customers needs , wants
and demands and serve in proper manner
to earn profit
Ch01 What is a brand?

3. What is product?
• Product is a broad term, includes goods,
services, experiences, events, persons,
places, properties, organizations,
information and ideas.
• Product is a problem solver
• What we sell should match with what
customers want.
Ch01 What is a brand?

4. Needs, wants, and demands
• Needs are basic human requirements.
e.g.. Food, water etc.
• Wants are specific needs e.g. a person
who is hungry, require chhole-bhatura to
satisfy his hunger.
• Demands are wants for which people are
willing to buy and have and ability to pay.
Ch01 What is a brand?

5. Product has to be augmented with
• Certain attributes
• Features
• Functionality
• Guarantees
• After –sales service
• Credit facilities and so on
Ch01 What is a brand?

6. Marketing assets
• Customer loyalty
• Distribution network
• Market share
• Supplier relationship
• Customer relations
• Technological base
Ch01 What is a brand?

7. What is a Brand?
• “ a name, term, sign, symbol or special design or
some combination of these elements that is
intended to identify the goods or services of one
seller or a group of sellers. A brand differentiate
these products form those of competitors”
( American Marketing Association, Chicago)
Ch01 What is a brand?

8. A brand is..
• An identifier of the seller or the maker
• Brand name consists of words, letters, and or
numbers that can be vocalized
• Brand mark is the visual representation of the
brand like a symbol, design, distinctive coloring
or lettering.
• Promise of the seller to deliver a specific set of
benefits or attributes or services to the buyer.
Ch01 What is a brand?

9. A brand reflects
• Values e.g. Tata stands for quality
• Culture e.g. Coke is an icon of American
culture
• Personality e.g. Charlie Chaplin & Cherry
Blossom
• User : Ferrari for sports lover
Ch01 What is a brand?

10. Branding decisions
• Go beyond mere functionality
• Brand equity is to be built up by
advertising
• Convert low involvement product into high
involvement situation e.g.. Cease Fire
• Augment product features
Ch01 What is a brand?

11. Evolution of brands
• Over a period of time, brands are built through
marketing activities and communications.
• Brands keep on acquiring attributes, core values
and extended values.
• Generic products are a challenge to high-price
brands and weaker brands.
• Promoting an brand and maintaining quality
• Brand-driven business are doing well, as
compare to commodity driven business.
Ch01 What is a brand?

12. Brand Evolution
Extended Value
Core Value
Attribute Value
Category Association
Products
Ingredients
Time
Ch01 What is a brand?

13. Brand and Commodity
Product
Added Values
Core Product
Basic Features
Surround
Ch01 What is a brand?

14. Branding process
• Branding is outcome of so many activities
carried over the spectrum of the marketing
mix. It makes the buyer realize that the added
values are unique.
• Branding aims to create loyalty in a cost
effective manner.
• Branding is the result of strategic thinking
which integrates the elements of marketing
mix
Ch01 What is a brand?

15. Concept of a brand
• Brand become successful by having a
clear statement of intent. E.g. Coke is
refreshing fun type drink.
• In industrial product rational motive
dominates.
• However, for consumer brands we can not
ignore emotional motives.
Ch01 What is a brand?

16. Characteristics of Brands
• Generic : Basic needs
• Expected : generic is modified
• Augmented : Add non-functional values
like emotion
• Potential : more creative approach
Ch01 What is a brand?

17. Relationship marketing and
branding today
• Aim of relationship marketing is to develop
loyal customers.
• Brands are treated as perceptions in the
consumers’ mind
• A well branded product adopts a
personality of its own e.g. Jet airways and
Deccan Aviation are having different brand
personality
Ch01 What is a brand?

18. Brand and Marketers
• Differentiators
• Functional device
• Symbolic device
• Risk reducer
• Shorthand device
• Legal device
• Strategic device
Ch01 What is a brand?

19. Summary
• Company with powerful brands succeeds in the
market place
• A brand is “ a name, term, sign, symbol or
special design or some combination of these
elements that is intended to identify the goods or
services of one seller or a group of sellers. A
brand differentiate these products form those of
competitors”
Ch01 What is a brand?

20. Summary
• Branding is outcome of so many activities
carried over the spectrum of the marketing mix.
It makes the buyer realize that the added values
are unique.
• Brand become successful by having a clear
statement of intent. E.g. Coke is refreshing fun
type drink.
• Brands are in several category, generic,
expected, augmented and potential
Ch01 What is a brand?