Brand Management

It refers to the concrete symbols - a name, a logo, a slogan, a design, a scheme.

A brand serves to create associations and expectations relating to the product or producer.

A good brand name should be legally protectable, easy to pronounce, easy to remember, easy to recognize, attract attention, suggest product benefits or usage, suggest the company or product image, distinguish the product's positioning relative to competition.

Brand ?

Types of Brands

• Generic productGeneric product: item characterized by plain label, with no advertising and no brand name

• Manufacturers’ brand or National BrandManufacturers’ brand or National Brand: brand name owned by a manufacturer or other producer

• Private brandsPrivate brands: brand name placed on products marketed by wholesalers and retailers

• Captive brandsCaptive brands: national brands that are sold exclusively by a retail chain

• Family brandFamily brand: brand name that identifies several related products

• Individual brandIndividual brand: unique brand name that identifies a specific offering within a firm’s product line and that which is not grouped under a family brand

Types of Brands

Brand Management

It is the application of marketing techniques to a specific product or product-line.

Marketers seek to develop or align the expectations behind a brand - to create the impression that the associated product has certain qualities or characteristics that make it special or unique.

The brand is therefore the most valuable element in any advertising theme, as it demonstrates what the brand owner is able to offer.

ADVANTAGES OF BRAND MANAGEMENT

Strengthening of competitive advantages

Increased Market Share

Increased Sales

Enhancement of Profitability

Impact on Market Value

The Dimensions in Brand Building

• Brand identity

• Brand awareness

• Familiarity and knowledge of the brand

• Consideration to evaluate the brand

• Purchase

• Brand loyalty (or brand equity)

Part 4 - Products

Chpt 10 - Product Mgmt

Slide 15

•• Brand Recognition / EquityBrand Recognition / Equity - awareness, loyalty, quality, emotion

•• Brand Preference / LoyaltyBrand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence)________________________________________________

•• Brand AwarenessBrand Awareness -your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY

•• Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany

Brand Management

Role of Brand Strategy

Brand Equity

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The Brand Awareness/Loyalty Sector

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The Brand Loyalty/Quality Sector

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Product Identification

• Brand nameBrand name: It is a part of a brand consisting of words or letters that form a name that identifies and distinguishes a firm’s offering from those of its competitors

• Brand markBrand mark: It is a symbol or pictorial design that identifies a product

• Generic nameGeneric name: It is a branded name that has become a generically descriptive term for a class of products (e.g., nylon, aspirin, kerosene, and zipper)

• TrademarkTrademark: It is a legal protection which confers the exclusive right to user brand name, trade mark and any slogan or product name abbreviation

• Trade DressTrade Dress: It is a visual cue used in branding to create an overall look

(The distinctive shape of Philips light bulbs and the McDonald’s arches provide an example of trade dress)

Product Identification

Brand Architecture

Brand Positioning and Repositioning

Brand Extension and Brand Leveraging

Launching New Brands

Key Learning Areas

Product / Brand Manager / Marketing Manager

Retail Sales / Business Development Manager / Retail Regional Manager / Retail Store Manager

Corporate Sales Manager

Corporate Client Servicing / Key Account Manager / Branch Manager / Advertising Manager

Client Servicing / Key Account Manager

Media Planning Executive / Manager

Career- Designation

Bio-Tech. / Pharma / Life Sciences / Clinical Research

Retailing / Consumer FMCG / Foods / Beverages

Telecom / ISP,Banking / Financial Services / Stock Broking / Entertainment / Media / Publishing / Dotcom / Advertising / Event Management/ Public Relation

Software Services / Consumer Goods-Durables / Home Appliances

Cement / Construction / Engineering / Metals / Steel / Iron

Industry

Customer Relationship Management

It is a broad term that covers concepts used by companies to manage

their relationships with customers.

CRM includes the capture, storage and analysis of customer, vendor, partner, and internal process

information.

Customer Relationship Management

It means managing all business interactions with customers.

While customer relationship has always been crucial to business, the emergence of CRM as a discipline is due to two specific characteristics. - the creation of a customer-centric organizational philosophy - the use of technology in seeking and serving the customer.

CRM, therefore, encompasses the capabilities, methodologies and technologies that support an enterprise in managing customer relationships.

Customer Relationship Management

There are usually three parts of application architecture to CRM:

Operational CRM involves supporting the front-end business processes including customer contact. Tasks resulting from these processes are forwarded with the resources and information responsible for them and documented for further reference.

Analytical CRM involves analysis of data gathered through operational CRM and/or other sources to identify potential of enhancing client relationship and in general to develop market strategy.

Collaborative CRM facilitates interactions with customers through all channels:

personal, letter, fax, phone, web, e-mail. It is a solution that brings people, processes and data together. The data/activities can be structured, unstructured, conversational, and / or transactional in nature.

Customer Relationship Management

• Gather information about prospects and customers

• Improve customer support

• Faster product delivery

• Inventory control

• Prospect tracking

• Self service

• Consistent marketing message delivery

Advantage of Customer Relationship Management

A typical CRM system is subdivided into three basic

sub modules:

1. Marketing

2. Sales

3. Service

Communication Channel

/ CRM Module

Direct Internet Call Center

Marketing Online Marketing

Web Marketing Tele Marketing

Sales Web Shop Tele Sales

Service Online Service

Customer Self Service Portal

Tele Service

CRM system

This program introduces the students to the benefits of creating customer loyalty, developing a market intelligence

and pro-active enterprise, and incorporating customer relationship management into an organization.

It includes CRM methodologies, strategies, software, and web-based capabilities that help an enterprise organize

marketing, sales, services and manage customer relationships.

Customer Relationship Management

   Campaign management

   Integrating CRM with business process

   Choosing the CRM tool

Business intelligence

Key Learning Areas

Career

• Customer Service Executive / Manager

• Customer Relationship Consultant

• Sales / Marketing

Marketing Management

Marketing Management

It has been defined by Kotler & Keller as

“the art and science of choosing target markets and getting, keeping and growing customers

through creating, delivering and communicating superior customer value."

Marketing management encompasses a wide variety of functions and activities, although the marketing department itself may be responsible for only a subset of

these.

Regardless of the organizational context, functions and activities of Marketing Management include Market Research & Analysis (5Cs) and Marketing

Strategy & Implementation (4Ps).

The 5Cs are: Customer, Company, Collaborator, Competitor and Context (Industry).

The 4Ps are: Product, Price, Place and Promotion.

Marketing Management

• Market analysis

• Implementation of marketing strategies

• Competitive strategy in international business.

• Services Marketing & Industrial Marketing

• Sales & Distribution Management

Key Learning Areas

Career

• Product / Brand Manager / Marketing Manager• Retail Sales / Business Development Manager /

Retail Regional Manager / Retail Store Manager• Corporate Sales / Corporate Client Servicing / Key

Account Manager• Personal Banking-Branch Manager• Client Servicing / Key Account Manager / Media

Planning Executive / Manager

Industry

• Bio-Tech. / Pharma / Life Sciences / Clinical Research• Retailing / Consumer FMCG / Foods / Beverages• Telecom / ISP,Banking / Financial Services / Stock

Broking, Entertainment / Media / Publishing / Dotcom / Advertising / Event Management / Public Relation / Market Research

• Software Services / Consumer Goods-Durables / Home Appliances / Cement / Construction / Engineering / Metals / Steel / Iron