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Brand Management Topic 1

The document discusses brand management and the strategic brand management process. It defines what a brand is, explains the importance of brands and challenges in branding. It also outlines the steps in the strategic brand management process: 1) identifying and developing brand plans, 2) designing and implementing brand marketing programs, 3) measuring and interpreting brand performance, and 4) growing and sustaining brand equity. The goal of brand management is to create brand equity which provides value to both customers and the firm.

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Jhagantini Palanivelu
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102 views14 pages

Brand Management Topic 1

The document discusses brand management and the strategic brand management process. It defines what a brand is, explains the importance of brands and challenges in branding. It also outlines the steps in the strategic brand management process: 1) identifying and developing brand plans, 2) designing and implementing brand marketing programs, 3) measuring and interpreting brand performance, and 4) growing and sustaining brand equity. The goal of brand management is to create brand equity which provides value to both customers and the firm.

Uploaded by

Jhagantini Palanivelu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Updated 201701

BRAND
MANAGEMENT
(BBCT 3033)
LESSON 1
BRANDS AND BRAND MANAGEMENT
Learning Objectives
1. Define “brand,” state how brand differs from a product, and explain what brand equity is
2. Summarize why brands are important
3. Explain how branding applies to virtually everything
4. Describe the main branding challenges and opportunities
5. Identify the steps in the strategic brand management process
What is a Brand?
Brand
A 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.
◦ Differentiate goods and services from those of competitors.
Roles that Brands Play
Factors Responsible for Branding Challenges
Savvy customers

Economic downturns

Brand proliferation

Media transformation
Factors Responsible for Branding Challenges
Increased Competition

Increased costs

Greater accountability
Challenges to Brand Builders
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
◦ 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
Strategic Brand Management Process

Identifying and Developing Brand Plans

Designing and Implementing Brand Marketing


Programs

Measuring and Interpreting Brand


Performance

Growing and Sustaining Brand Equity


Identifying and Developing Brand Plans

Brand Positioning Model

Brand Resonance Model

Brand Value Chain


Designing and implementing Brand Marketing Program

Choosing Brand Elements

Integrating the Brand into Marketing Activities


and the Supporting Marketing Program

Leveraging Secondary Associations


Measuring and Interpreting
Brand Performance

To manage brands profitably, managers must d implement a brand equity


measurement system
 Brand equity measurement system involves:
◦ Brand audits
◦ Brand tracking studies
◦ Brand equity management system
Growing and Sustaining Brand Equity

Defining Brand Architecture

Managing Brand Equity over Time

Managing Brand Equity over Geographic


Boundaries, Cultures, and Market Segments
Strategic Brand Management Process

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