Brand management involves managing the tangible and intangible aspects of a brand, including the product itself, price, packaging, customer experience, and emotional connections. Effective brand management utilizes various promotion methods like advertising, websites, and public relations. It also considers brand positioning, awareness, and the characteristics of a strong brand name like being unique, easy to pronounce, and conveying quality. Understanding brand management is important for business reputation and stability.

1. BRAND MANAGEMENT
Presented by-
Arvind Negi

2. What is a Brand?
•“A Brand is a name, term, sign, symbol, or
design which is intended to identify the goods
or services”.

3. Brand name
•Brand name is one of the brand elements which
helps the customers to identify and differentiate
one product from another.

4. What is Brand management?
Brand management includes managing the
tangible and intangible characteristics of brand.
In case of product brands, the tangibles include the
product itself, price, packaging, etc. While in case of
service brands, the tangibles include the customers’
experience. The intangibles include emotional
connections with the product / service.

5. How Brands Work ?
BRAND PERSONALITIES
BRANDING
TRUST
BRAND IMAGE
BRAND RELATIONSHIPS
BRAND EQUITY

6. Alternatives use in brand promotion
 Media Advertising (TV, radio, newspaper, magazines) .
 Interactive (on-line) Advertising & Web Sites.
 Exhibitions, Trade Shows, Conventions.
 Publicity or Public Relations.

7. BRAND POSITIONING:
•Under positioning.
•Over positioning.
•Confused positioning.
•Double Positioning

8. WHAT IS CO-BRANDING:
•Co-branding is the utilization of two or more brands to
name a new product. The ingredient brands help each
other to achieve their aims. The overall synchronization
between the brand pair and the new product has to be
kept in mind.

9. WHAT IS BRAND AWARENESS ?
•Brand awareness is the probability that consumers are
familiar about the life and availability of the product. It is the
degree to which consumers precisely associate the brand with
the specific product. It is measured as ratio of niche market
that has former knowledge of brand.

10. CHARACTERISTICS OF GOOD
BRAND:
•It should be unique.
•It should be easy to pronounce.
•Identified and memorized.
•It should give an idea about product’s quality and benefits.
•It should be easily convertible into foreign language.

11. Conclusion
An understanding of brand management is an important
feature of our business culture and brand position because it
confirms our reputation which in turn, drives our contract
stability and security. Brand Image is fluid and subject to
influential factors, both external and internal, and these must
be understood and managed in clear business process.

12. THANKS