A short introduction to the Brand Management aspects

1. ~ Johanna Heinonen-Salakka ~

3. A name given to a product or service
A unique and identifiable symbol, association,
name or trademark which serves to differentiate
competing products or services.
Product identification by word, name, symbol,
design, or a combination of these.
The legal term for brand is trademark.
A design, mark, symbol or other device that
distinguishes one line or type of goods from those
of a competitor.
A brand may identify one item ,a family of items, or
all items of that seller.
Umbrella term applied to everything from a name
or logo, to the overall reputation of an organization
or product.
Both a physical and emotional trigger to create a
relationship between consumers and the
product/service.

4. A company’s face in the marketplace
◦ What consumers know
◦ What they believe
◦ How they respond
The total view a consumer has of a company and
it’s “marks”
Differentiation within the marketspace

5. Manufacture’s brand (Nokia)
Private label or “store brand” (Marimekko)
Captive brand – national label sold by only
one retailer (Pirkka)
Family Brand – name identified with several
products (Hartwall)

6. Future earnings Good relation
Influence on customers quality/price
Reliability, safety,
behaviour
functionality of
Keep (and increase) products
customers Effectiveness,
Influence on efficiency of Services
shareholders Style, design
Emotional experience
Awareness,
(entertainment,
commitment, culture approval, selfesteem)
COMPANY’S CUSTOMER’S
POINT OF VIEW POINT OF VIEW

7. BRAND IDENTITY
◦ What we are now? The sides that strategists want
to express of us?
BRAND POSITION / BRAND PROFILE
◦ The part of the brand identity and value
proposition to be actively communicated to a
target audience
◦ The brand message
BRAND IMAGE
◦ How the brand is now perceived among the target
group

8. BRAND IDENTITY
– what we are now
BRAND PROFILE
The brand image we want
to sent to the worl
BRAND IMAGE
The way our customers see us

9. BRAND BRAND BRAND
IMAGE LOAYALTY EQUITY
The image that Consumer's The sum of a brand´s
customers have commitment to distinguishing qualities.
repurchase. The The intangible value of a
consumer is willing to company’s
put aside their own successful efforts to
desires in the interest establish a strong brand.
of the brand
This process needs a defined and systematic strategy and planning!
planning!

10. The ”big picture” plan: how a brand will deliver distinctive
and relevant benefits to target customers.
An effective brand strategy answers five critical questions:
1. What are the most profitable customer segments to
which the brand must appear?
2. What is the single-minded value proposition that is
going to compel these high priority customers to
repeatedly choose the Brand?
3. Why should these “high priority targets” believe in the
brand?
4. What are the facts that support the value proposition?
5. How do we communicate and implement the branding,
marketing and operational plan so employees and sales
channels will adoptit?

11. Strategic brand analysis (customers,
competitors, self-analysis)
Brand identity (extended core)
◦ Brand as product
◦ Brand as organization
◦ Brand as person
◦ Brand as symbol
Value proposition (functional, emotional,
self-expressive benefits) and Credibility
(support other brands)
Brand-customer relationship
Brand Identity implementation system
◦ Brand position
◦ Execution
◦ Tracking