brand management_2.doc

8/7/2019 brand management_2.doc

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BRAND

A symbol a Mark orName that acts as a

means of communication to bring about an

Identity to a product. Branding is a process of finding and fixing

the means of identification .

It is a way of distinguishing the products of

one company from those of its

competitors.


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What is in a Brand

Identity

Value Image

Reputation


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What is Identity

A" Name, term, sign, symbol, or design, ora combination of them, intended to identifythe goods and services of one seller or

group of sellers and to differentiate themfrom those of competition."

The brand name is often used

interchangeably within "brand" A "brand name" constitutes a type of trademark which identifies the promoter


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Brand Identity

A name that is catchy and easy to

remember

Effective Communication creates a brandIdentity.

Product attributes and quality of service or

utility to clientele.


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BRANDS HAVE A VALUE

When I wear Levis , I tuck my shirt in as I

want the world to know that I am wearingLevis.

When I wear Newport, I wear my shirt out as

I dont want Rs. 399 breathing down my

hip


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Image

It is a collection of experiences and associations

connected with a product, service, a person or

any other entity.

Brand image are typically the attributes one

associates with a brand, how the brand owner

wants the consumer to perceive the brand .

The brand owner will seek to bridge the gapbetween the brand image and the brand identity.


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Reputation A value for the brand that is built in the minds of the consumer.

A faith is reposed in the brand and organisation

The brand of a company is really its reputation.

Just like a personal reputation, a brand reputation is formed based

on the behaviors and actions of the company (or person), and how

those behaviors and actions are perceived.

Consumer's commitment to repurchase or otherwise continue using

the brand and can be demonstrated by repeated buying or other

positive behaviors such as word of mouth advocacy

Until recently brands had largely been considered intangibleconcepts.

Accounting contributed to this conception by identifying goodwill as

the excess over the book value one company was willing to pay for

another.


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Brands represent enormous value, it is a

piece of legal property that can influence

consumer behavior, be bought and sold,

and provide the security of sustained

future revenues to their owner.


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Branding

Branding is a process of endowing a product or

a process with the power of brands.

Marketers teach consumers WHO the product

is by giving it a name and other brand elements

to identify with.

Branding strategies to be successful and brand

value to be created, consumers must beconvinced the meaningful differences among

brands in the product or service category.


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With the launch of Maggi noodles, NIL created an

entirely new food category - instant noodles - in the

Indian packaged food market.

Because of its first-mover advantage, NIL successfully

managed to retain its leadership in the instant noodles

category even until the early 2000s

Nestl India Ltd. (NIL), the Indian

subsidiary of the global FMCG

major, Nestl SA, introduced the

Maggi brand in India in 1982, with its

launch of Maggi 2 Minute Noodles,

an instant noodles product.


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Maggie takes

the Health

Route

What Xerox is to photocopier and Colgate to toothpaste, Maggi is to

noodles in India."- The Economic Times, a prominent newspaper

in India, in 2003.

"Maggi is the leader in the Instant Noodles category because it is

constantly improving its understanding of the consumer to give them

excellent and tasty products that provide nutrition, health, and

wellness."- Martial Rolland, chairman and managing director,

Nestl India Ltd., in 2006.

"Maggi has managed to enter Indian homes to change the traditional

food habits of Indian children on their promise of convenience. This

brand has understood the psychology of Indian mothers and

positioned itself for mother-child indulgence."- Business Week, a

prominent business magazine, in 2006.


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Barack Obama-A case of

successful Marketing

Communication Barack Obama, the 44th President of the

US, and how he used integrated marketingcommunications (IMC) to win the 2008 USPresidential elections.

For the first time in the history of the USPresidential Elections, the Internet was usedwidely and effectively for both campaigningand fund raising purposes.

Obama also used the traditional methods ofmarketing which accounted for 50% of hisfund raising.

Obama tapped the growing community ofpeople who preferred the Internet and mobile

phones to television


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Consumer is the King

Cashing on consumer:

Needs

Fears Aspirations

Ambitions

Emotions Culture and traditions


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LG Golden Eye

The fear element is cashed UponThe LG golden eye TV ad, showed anguished motherfranticly looking for her bespectacled son.

Only to find him watching cricket in a dealer outlet.

The reason he is not allowed towatch TV at home.

The mother fears for her sons

eye sight.

The brand comes with asolution, technology that means

No Strain to the Eyes


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TATA as a Brand

The Tata brand has evolved from the

times of our founding fathers and earlyleaders in the business.

They did not obviously then think of brand

management, but they wanted was to

build the Tata name and empire through

determination, dedication and discipline.


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Infosys Technologies Ltd.

Founded in 1981 and headquartered inBangalore, India, Infosys defines, designs and

delivers IT-enabled business solutions that help

Global 2000 companies.

A pioneer in strategic offshore outsourcing, thecompany now employs over 80,000 people in

40+ offices worldwide, and derives 98 percent of

total revenues from outside India.

Infosys IT-enabled solutions provide strategicdifferentiation and operational superiority to

clients.


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Infosys is one of the earliest brands in the

knowledge sector to affix a value to it.

A company which is often considered as the

mascot of the Indian information technology

services sector .

Infosys management believes that the Infosys brand is one of the most important

intangible assets the company owns. Infosys doesnt spend a lot of money to

enhance its brand.

Think Beyond Cost Advantage

It prefers to adopt unique strategies that differentiate it from the competition.Enhancing brand value also means doing unique things. the first company from

India to be listed on the NASDAQ, the first to produce financial statements in

accordance with US GAAP before we were listed.

"Infosys is a brand that stands for high

social consciousness. We are very clear itis not enough to run a profitable

company."


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It has built a brand with conscience.

The conscience implies that this company feels ithas value systems, fair practices, believes in legalbehaviour, keeping its commitment to allstakeholders, believes in being fair and courteous.

What it means to the customers is that it is atrustworthy brand.

It means this company will do what it takes anddeliver the solution that is promised.

That is a very strong characteristic, especially inIT business.

Repeat businesses account for nearly 90 per centof Infosys revenues


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The Argument against Infosys:

The technology companies IBM, Intel or Nokia have a strongproduct base.

There is an argument that Indian IT companies aspiring to becometop brands need to be more than pure play service entities .

Infosys argu

es :

It is not a mass consumer brand.

The customers are huge corporations which use our services.

It is about how they perceive our brand.

They see it as trustworthy, predictable.

A company that means what it says and says what it means. That isthe strength of the brand with a conscience.


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Instruments

UnderstandingConsumer Behaviour

Increase the ProductValue and Utility

Effective MarketingCommunication

Effective copy andinnovative message

design Getting the Media Mixright

EFFECTIVE

BRAND

MANAGEMENT


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ConsumerBehavior

Effective brand communication and

management is not possible without

understanding consumer psychology and

buying behaviour.

This segment analyses the different

theoretical concepts and models of

consumer buying behavior.


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Integrated Marketing

Communication (IMC)

It is a cross-functional process for creating

and nourishing profitable relationships with

customers and publics by strategically

controlling or influencing all messages

sent to these groups and encouraging

purposeful dialogue with them.


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Thank You

brand management_2.doc

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