1. Brand Management
Session 3: Brand Development Process
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

2. Quick Re-cap
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
§ Brands build companies
§ Brand Equity Consists of
 Loyalty
 Awareness
 Perceived Quality / Value
 Association
§ Brand Manager à the sole responsible for the brand
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3. BRAND DEVELOPMENT
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4. Chicken or Egg?
§ What comes first:
a Product, or
a Brand?
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5. Remember: Brand Position Statement
§ Brand Name
§ Brand Consumer Benefit
§ Brand Personality
§ Product / Range / Description
§ Major Competitors
§ Target Consumers
§ Reasons to Believe the Benefit
§ Packaging
§ Advertising Property
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6. 1. Choose a Product that you want to brand. Name it, position it, make
a launch plan.
2. Choose an idea that you want to brand. Make a product / offer,
position it, sell it to us.
CLASS ASSIGNMENT (GROUP)
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7. The New Brand Development Process
§ Opportunity Identification and Selection
§ Concept Generation
§ Concept Evaluation
§ Development
§ Launch
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8. QUESTIONS AND ANSWERS
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