Brand Management

BRAND MANAGEMENT
UNIT V
PreparedByMs.Jissy.C,AssistantProfessor

UNIT V
Brand Strategies: Designing and implementing
branding strategies –
Case studies

BRANDING STRATEGY
It is a long-term plan for the development of a successful
brand in order to achieve specific goals. A well-defined and
executed brand strategy affects all aspects of a business and
is directly connected to consumer needs, emotions, and
competitive environments
Branding strategy or brand architecture : It gives the
framework which tells which logo, design and brand captions
to be used for a new and existing product in order to attract
and retain customers

Brand Strategy
 A plan for the systematic development of a brand to enable it
to meet its agreed objectives.
 The strategy should be rooted in the brand's vision and
driven by the principles of differentiation and sustained
consumer appeal.
 The true brand is the sum total of the perceptions of all the
constituencies which contribute to revenues and profits

Importance of a Brand Strategy:
 It sets you apart from the competition
 Transform your product from being a commodity into
something that has a life of its own
 Maximize your brand’s relevance in the heart and mind of your
customer
 Build loyalty
 Create trust
 Expand market share
 Provide a platform for growth through brand extensions
 Command higher prices
 Increase shareholder value
 Generate stronger financial results

TYPES OF BRANDING STRATEGIES.
Personal Branding
Personal branding describes branding that is used for an
individual person, instead of branding for a whole business.
This type of branding is often used to establish a person’s
character, personality, or work as a brand
Product Branding
This is one of the most popular branding types. Product
branding focuses on making a single product distinct and
recognizable. Symbols or designs are an essential part of
product branding to help your customers identify your product
easily

Corporate Branding
Corporate branding is a core value of business and a
philosophy that a business develops to present itself to the
world and its own employees.
Effective corporate brands often seek to display the
company’s mission, personality, and core values in each point
of contact it has with prospective customers, current
customers, and past customers
Eg:-Nike

Service Branding
Service branding leverages the needs of the customer.
Companies that use service branding seek to provide their
customers with world-class service. They aim to use excellent
customer service as a way to provide value to their customers
Co-Branding
Co-branding is a form of branding that connects companies
together. Essentially, co-branding is a marketing partnership
between two or more businesses. This helps brands impact
each other positively, and it may result in one growing its
business, spreading brand awareness, and breaking into new
markets.

Online Branding
Online branding, also known as internet branding, helps
businesses to position themselves as a part of the online
marketplace. This type of branding includes a company’s
website, social media platforms, blogs, and other online
content
No-Brand Branding

Designing and implementing branding strategies
Branding strategy is critical because it is the means by which
the firm can help consumers understand its products and
services and organize them in their minds.
Two important strategic tools: The brand-product matrix and
the brand hierarchy help to characterize and formulate
branding strategies by defining various relationships among
brands and products.

BRANDING STRATEGY or BRAND ARCHITECTURE
The branding strategy for a firm reflects the number and
nature of common or distinctive brand elements applied to the
different products sold by the firm.
Which brand elements can be applied to which products and
the nature of new and existing brand elements to be applied to
new products

ROLE OF BRAND ARCHITECTURE
 Clarify: brand awareness • Improve consumer understanding
and communicate similarity and differences between individual
products
 Motivate: brand image • Maximize transfer of equity to/from
the brand to individual products to improve trial and repeat
purchase

TOOLS: Brand -Product Matrix

TOOLS :Brand Hierarchy
 A means of summarizing the branding strategy by displaying
the number and nature of common and distinctive brand
elements across the firm’s products, revealing the explicit
ordering of brand elements
 A useful means of graphically portraying a firm’s branding
strategy

Brand Hierarchy

Brand Hierarchy Decisions
 Principle of simplicity
 Principle of clarity
 Principle of relevance
 Principle of differentiation
 Principle of prominence
 Principle of commonality

Using Cause Marketing to Build Brand Equity
“Cause Related Marketing” or “Cause Marketing” is “the
process of formulating and implementing marketing activities
that are characterized by an offer from the firm to contribute a
specified amount to a designated cause when customers
engage in revenue providing exchanges that satisfy
organizational and individual objectives”

Benefits of Cause Marketing
 Creates a lasting impact on sales
 Fosters a good relationship with your brand increasing
customer loyalty and trust
 Targets a specific audience
 Distinguishes you from competitors
 Satisfies growing expectations

Disadvantages of Cause Marketing
 Wrong Decision
Companies usually make wrong decisions when they partner
up with non-profit organizations. It’s because businesses want
sales and increased profit, and non-profit want money without
any ties. For-profit and Non-profit organizations have different
objectives and goals and sometimes it can create conflict in
the long-term.
 Very Costly
When you plan to earn goodwill through cause-marketing, you
have to write a considerable amount of cheque without any
leverage. You never know whether it’s working for you or
against you. Sometimes it only attracts a small percentage of
the target customer market, and sometimes it doesn’t.


Co-Branding occurs
when two different
brands belonging to
two entirely different
parent brands
collaborate. Here,
more often than not,
they’re not competitors
to each other and
belong to two different
product category

For example; When Coca Cola wanted to fight Unilever's
'Lipton' range in the cold drinks space, it needed a partner.
Coca Cola had no association with tea and it clearly needed
a partner. That led to its partnership with Nestle, resulting in
the launch of 'Nestea'. Nestea is created by Nestle and
benefits from the Nestle Brand name but is distributed by
Coca Cola. However, in January 2012, it was announced
that the joint venture between Coca Cola and Nestle would
be phased out by the end of the year. Nestle retained the
right to the Nestea brand name, while Coca Cola continues
to manufacture the same drink under another brand.
Other examples: A) Tablet and mobile phone handset
makers Micromax’s collaboration with internet USB dongle
brand TATA PHOTON+ for its tablet FUNBOOK where you
get free TATA PHOTON+ dongles on purchase of a
MICROMAX FUNBOOK


Brand extension is where a brand ventures into a new
product category with the same brand name. Brands
often adopt this strategy to leverage upon the well-
developed image of their brand name in some other
product category. Here, unlike, line extension, the new
product is not a substitute for the earlier one

 Example:
Reliance ‘s BIG brand has its presence in these product
categories:- DTH service; private FM broadcasting; home
videos; multiplex at al with the brand names BIG TV;BIG FM;
BIG HOME VIDEO; BIG CINEMAS respectively. Similarly,
Airtel, a cellular service provider, made a brand extension in
the form of venturing into DTH product category with the
brand name AIRTEL TV. Paras Pharmaceuticals’, entered into
personal-care product space with ‘Set Wet’;‘Zatak’ brands.

Brand Management

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