Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.

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.

Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It gives an image of an experienced, huge and reliable business.

It is all about capturing the niche market for your product / service and about creating a confidence in the current and prospective customers’ minds that you are the unique solution to their problem.

The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about the product. It should raise customer expectations about the product. The primary aim of branding is to create differentiation.

Strong brands reduce customers’ perceived monetary, social and safety risks in buying goods/services. The customers can better imagine the intangible goods with the help of brand name. Strong brand organizations have a high market share. The brand should be given good support so that it can sustain itself in long run. It is essential to manage all brands and build brand equity over a period of time. Here comes importance and usefulness of brand management. Brand management helps in building a corporate image. A brand manager has to oversee overall brand performance. A successful brand can only be created if the brand management system is competent.

Strategic Brand Management Process

The process of strategic brand management basically involves 4 steps:1. Identifying and establishing brand positioning.Brand Positioning is defined as the act of designing the company's offer and image so that it occupies a distinct and valued place in the target consumer's mind.Key Concepts:

Points of difference: convinces consumers about the advantages and differences over the competitors

Mental Map: visual depiction of the various associations linked to the brand in the minds of the consumers

Core Brand Associations: subset of associations i.e. both benefits and attributes  which best characterize the brand.

Brand Mantra: that is the brand essence or the core brand promise  also known as the Brand DNA.

2.Planning and Implementation of Brand Marketing ProgramsKey Concepts:

Choosing Brand Elements: Different brand elements here are logos, images, packaging, symbols, slogans, etc. Since different elements have different advantages, marketers prefer to use different subsets and combinations of these elements.

Integrating the Brand into Marketing Activities and the Support Marketing Program:  Marketing programs and activities make the biggest contributions and can create strong, favorable, and unique brand associations in a variety of ways. 

Leveraging Secondary Associations: Brands may be linked to certain source factors such as countries, characters, sporting or cultural events,etc. In essence, the marketer is borrowing or leveraging some other associations for the brand to create some associations of the brand's own and them to improve it's brand equity.

3.Measuring and Interpreting Brand PerformanceKey Concepts:

Brand Audit: Is assessment of the source of equity of the brand and to suggest ways to improve and leverage it.

Brand Value chain: Helps to better understand the financial impacts of the brand marketing investments and expenditures.

Brand Equity Measurement System: Is a set of tools and procedures using which marketers can take tactical decision in the short and long run.  

4. Growing and Sustaining Brand Equity:Key Concepts:

Defining the brand strategy: Captures the branding relationship between the various products /services offered by the firm using the tools of brand-product matrix, brand hierarchy and brand portfolio

Managing Brand Equity over time: Requires taking a long -term view as well as a short term view of marketing decisions as they will affect the success of future marketing programs.

Managing Brand Equity over Geographic boundaries, Market segments and Cultures: Marketers need to take into account international factors, different types of consumers and the specific knowledge about the experience and behaviors of the new geographies or market segments when expanding  the brand overseas or into new market segments.

Brand Prism

Several market research questionnaires over the years ask some basic question about a brand /

product. These questions may be like “if xyz brand was a person, who would you compare him

with”, “if xyz brand was a person, what would its age be”, “is XYZ brand aggressive, warm,

humble” etc

Thus these questions compare a brand to a person. The brand identity prism therefore applies

human traits to a brand to recognize what consumers actually think of the brand. The brand

identity prism, as the name suggests comes in the form a prism with 6 different traits at each end

of the prism. These 6 traits are

1) Physique –  Physique is the basis of the brand. It may include product features, symbols and

attributes.

2) Personality –  Personality defines what personality will the brand assume if it were a person.

Personality includes character and attitude.

3) Culture –  Culture takes a holistic view of the organization, its origins and the values it stands

for.

4) Relationship –  The strength of the relationship between the brand and the customer. It may

represent beliefs and associations in the human world.

5) Reflection –  What does the brand represent in the customers mind or rather the customer

mindset as reflected on the brand

6) Self image –  How does the customer see himself when compared to the brand. Example –  A

customer might see himself capable or incapable of buying a BMW car.

Below is a detailed brand identity prism for the brand Pepsi

Pepsi’s brand identity has transformed over the years, but primarily it has remained as a youthful

brand which empowers people to enjoy their youth. The external and internal indicators of Brand

Identity have been modified many times. Its logo, trademark, etc have undergone many changes

over time but the distinct identity of Pepsi has been maintained. We also see a consistency

in brand positioning for Pepsi as a Youth oriented brand. Its tagline in India “YEH HAI

YOUNGISTAN MERI JAAN” exemplifies that essence. Pepsi’s brand identity using Kapferer’s

Identity prism is as follows

Brand prism

The conception of brand identity was mentioned for the first time in Europe by Kapferer, 1986. The importance of the conception and its understanding quickly disseminated in the entire world. The literature on brand management, which has been widely examined, uses the terms “equity” (Aaker, 1996).

According to J. Kapferer, brand identity could be de-fined by answering the following questions:- What is the aim and individual vision of a brand?- What makes a brand distinguished?- How satisfaction could be achieved?- What is brand‟s equity?- What are brand competence, validity and legitimacy?- What are the features of its recognition?

it could be claimed that the conception of brand identity includes the uniqueness, meaning, aim, values, and personality and provides a possibility to position the brand better, and, thus, achieve the competitive advantage.

Sources of Brand Identity:GoodsNamePersonage (emblem)Visual Symbols and Logotypes

Brand developerCommunication together with its content and form

Prism of brand identity

First of all brand contains an external specificity that is physical appearance, which is the core of brand and its value added. This determines a traditional brand management due to orientation to “know how”, classical positioning, selecting a principal good or brand features and the benefit. The first step building up a brand is the definition of physical factors, identifying what it is, what it does and how does it look like. Physical appearance is closely connected with a brand prototype, revealing the quality of a brand (for example Coca-Cola bottles on tins of Coca-Cola).

The second element of identity prism is brand personality. With a help of communication brand character is being developed and this is a way by which any brand “talks” about its goods and services and indicates a particular human person. The trait of personality within the prism of identity is inner source. It should not be mixes up with the image of consumer‟s reflection which is an ideal portrait of every recipient. Brand personality is described and measured using those features of consumer personality that are directly related to brands. Since 1996 the research was directed towards studies of brand personality (Kapferer, 2003). D. Grundey (2002) claims that the success of brand expression percentage in the market depends on the choice of every element of personality and its reconciliation. Brand personality is closely connected with self-image and image of a consumer because the identification of consumers‟ with a particular segment reflects brand features.

Brand is culture. Brands possess that culture in which they originated. Brand is a representative of its culture, including communication. From this perspective culture entails a lot of values that provide brand with inspiration. Cultural features a correlated with external principles of brand management (a good and communication) Culture is in the core of brand. Global brands usually reveal their culture (Benetton, Coca-cola, IBM). The aspect of culture enables to discover differences between other competing brands. The attention is focused on brand personality; however, eventually only those brands become leaders that possess not only personality but culture. Brand culture is based on the culture, values and aims of an enterprise. This is one of good lineaments while comparing brands of different companies as it is not likely that tow different companies will have identical cultural features ( Grundey, 2002). Countries producers are the sources of brand culture as well. However, this is not the only factor, providing value added. The degree of brand freedom is frequently restricted by the culture of a company as this is the most visible and external brand feature. Culture plays the essential role in brand differentiation as it indicated what moral values are embodied in goods and services. This feature helps identifying the strongest brands because sources, basic ideals and a set of values are revealed. 

Brand includes relationship as brands frequently take the most important place in the process of human transactions and exchange. This is extremely reflected in the sphere of services and retail companies. This feature emphasizes the way of behavior which is identified with brand most of all. A lot of actions such as the fact how brands influence and provide services in connection to their consumers determine this feature. According to Kapferer (2003), brand is a voice that consumers should hear because brands survive in the market because of communication. D. Grundey (2002) singles out the following ways of communication:-Advertising and other support elements;-Direct consumer‟s communication while purchasing a good.

Marketing culture of a company is extremely significant as it is a constitutive part of company‟s culture, manifested through the relationship of consumers and the company. Invisible communication is created with a means of associations and its can start between people (a seller, buyer or employee) seeking for the same or different goals. Communicating it is important to reconcile different need of people and present the entire useful information allowing perceiving the essence and peculiarities of a brand.

Brand is a customer reflection. Consumers can easily define what goods of a particular brand are produced for a particular type of consumers (for example, this automobile was developed only for show stars). Brand communication and goods aim at reflecting a consumer, for whom those goods are addressed. Consumer reflection is often confused with the target market (Kapferer, 2003). The target market determines potential consumers though consumer reflection does not define target market. A consumer has to be reflected in a way, which would show how he or she could image themselves consuming a particular good. The representatives of the target market should be presented differently from what they are but what they would like to be. Consumers use goods of certain brands seeking to create their own identity. Brands should control their consumer reflection. A constant repetition stating that this brand was developed for a certain target group weakens brand image. 

Consumer self-image. Brand is closely related to the understanding of consumer self-image that is the features with which consumers identify themselves and the very same features they would like to be reflected by the chosen good and its brand. Consumer self-image is important in the explanation of consumer behaviour as consumers purchase goods, corresponding to their self-image. The conception of consumer self-image includes an amount of individual ideas, thoughts and feelings about him in relationship with other objects within socially defined boundaries (Onkvisitir Shaw, 1994). This is the understanding of an individual about his ability, semblance and characteristics on personality. The conception of consumer self-image is developed within timeframes and is based on that what a consumer sees around himself and how other consumers evaluate and respond to him. The conception is a set of beliefs about oneself, retained in memory. The conception of consumer self-image can be determined and strengthened by examining purchase and consumption. Consumers acquire the reconciliation of oneself having

positive attitude towards a certain goods of that brand ( for example, a man who identifies himself as strong and muscular will choose Marlboro” cigarettes, while a woman, identifying herself as attractive and modern will choose,Virginia Slims cigarettes) ( Graeff, 1996). 

All six elements emphasize brand identity. The prism of identity originated from the basic conception that brand is marked by the gift of “speech”. Brands can exist only then when they communicate. Physical appearance and personality allow determining the sender. The recipient is defined by consumer reflection and self-image. The last two elements of brand identity: culture and relationship link the sender and the recipient. 

The prism of brand identity maintains a vertical subdivision: the elements on the left such as physical appearance, relationship and consumer reflection are social and provide brand with external expression (image) and are visible. The elements on the right such as personality, culture and consumer self-image are connected with the inside of a brand and its soul. 

Phsique;Like Dettol has a personality of being an antiseptic germical Liquid .

Personality;-Mother’s recipe evokes the image of a grandmotherly Lady.

Culture; Culture is a result of Brand association with a region or its country of Origin.

Relationship; Jhonson&Jhonson showing the deep bonding of a mother with her child.

Reflection;-L'Oreal showing independent woman , trendy and demands the best for herself .

Self Image;

The unique selling proposition (USP), or unique selling point, or "'unique selling product"' or "' unique selling price"' is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to the customer that convinced them to switch brands.

Before you can begin to sell your product or service to anyone else, you have to sell yourself on it. This is especially

important when your product or service is similar to those around you. Very few businesses are one-of-a-kind. Just

look around you: How many clothing retailers, hardware stores, air conditioning installers and electricians are truly

unique?

The key to effective selling in this situation is what advertising and marketing professionals call a "unique selling

proposition" (USP). Unless you can pinpoint what makes your business unique in a world of homogeneous

competitors, you cannot target your sales efforts successfully.

Pinpointing your USP requires some hard soul-searching and creativity. One way to start is to analyze how other

companies use their USPs to their advantage. This requires careful analysis of other companies' ads and marketing

messages. If you analyze what they say they sell, not just their product or service characteristics, you can learn a

great deal about how companies distinguish themselves from competitors.

A business can peg its USP on product characteristics, price structure, placement strategy (location and distribution) or promotional strategy. These are what marketers call the "four P's" of marketing. They are manipulated to give a business a market position that sets it apart from the competition.

Here's how to uncover your USP and use it to power up your sales:

Put yourself in your customer's shoes. 

Know what motivates your customers' behavior and buying decisions. 

Uncover the real reasons customers buy your product instead of a competitor's.

Brand An umbrella brand is where a group of products possesses the same brand name. Different products

having different images are put together under one major brand or parent brand and are marketed by the firm.

Umbrella branding does not mean that the whole product portfolio of a firm will fall under one brand name as

company can go for different approaches of branding for different product lines.[1]

Some examples are Johnson & Johnson baby care products and Tata tea, automobiles and salt.

Advantages[edit]

1. Promotion is very cheap and easy for products falling under umbrella branding. This strategy is generally

implemented by firms coming up with a new product.

2. For all the different products and services, advertising, promotion and Integrated Marketing

Communications tools can be combined.

3. Also, launching of a new product under umbrella gains recognition easily as it is introduced in the market

which has already accepted the brand image.

Disadvantages[edit]

1. If any one product under umbrella branding does not do well in the market then it can affect the overall

brand

2. Different brands in umbrella branding will have different qualities which will vary and thus it can be an

obstacle for smooth functioning of brand as well as firm.

3. Also, if there is negative publicity for any product or even new product it can affect the other brands under

umbrella branding.

Changing a brand's status in comparison to that of the competing brands. Repositioning is effected usually through changing the marketing mix in response to changes in the market place, or due to a failure to reach the brand's marketing objectives.

The Loyalty Continuum

Loyalty is the ultimate goal of marketers and it should be on the minds of anyone managing brand or new venture. It is often said that 80% of your company’s profits will likely come from the top 20% of your customer base. Another name for the top of that 20% is loyalists. Loyalists talk up their brand, actively engage in promotions or brand activities and rarely switch or  move even if discounts or incentives are offered. They give back in the form of spending more of their share of wallet and through referrals. In higher education, loyalists are the alums that go to homecoming and give back year after year. They go to the reunions and keep up with their former classmates even when it is years after they graduate.

Definition of 'Brand Extension'

A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering.

For brand extension to be successful, there usually must be some logical association between the original product and the new one. A weak or nonexistent association can result in brand dilution. Also, if a brand extension is unsuccessful, it can harm the parent brand.

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off.

Organizations use this strategy to increase and leverage brand equity.

Line ExtensionLine extension refers to the expansion of an existing product line. For instance, a soft drink manufacturer might introduce a "Diet" or "Cherry" variety to its cola line, while a toy manufacturer might introduce new characters or accessories in its line of action figures. In short, line extension adds variety to its existing product for the sake of reaching a more diverse customer base and enticing existing customers with new options.

Brand ExtensionBrand extension refers to the expansion of the brand itself into new territories or markets. For instance, if a soft drink manufacturer unveils a line of juices or bottled water products under its

company name, this would constitute an example of brand extension. The brand, or company, is an established name, and so the name alone can serve to drive customers to try new products completely unrelated to the older product lines.

A product line extension is the use of an established product’s brand name for a new item in the same product

category.

Line Extensions occur when a company introduces additional items in the same product category under the same

brand name such as new flavors, forms, colors, added ingredients, package sizes. This is as opposed to brand

extension which is a new product in a totally different product category.Line extension occurs when the company

lengthens its product line beyond its current range. The company can extend its product line down-market stretch, up-

market stretch, or both ways.

Value Propositions

Scorpio, Mahindra and Mahindra A vehicle that provides the luxury and comfort of a car, and the adventure and thrills of an SUV Domino’s A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

Defining Associations

Points-of-parity(POPs)Associations that are not necessarily unique to the brand but may be shared with other brands

Points-of-difference (PODs)Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand.

3. Brand Revitalization

Measures

Increasing Usage.

New Markets.

Image Change.

Brand Enhancement

4. 1.Increasing Usage.Reduce doubts associated with more or frequent user.Provide incentive to use frequently Consumers use more quantityNew uses

5. 2.New Markets.1. Reach to new markets not targeted so far.Eg: Cadbury Diary Milk promoted in adults market.2. New segments Rural Marketing

6. 3.Image ChangeAdd new association when existing associations become obsolete.Eg: DaldaVanaspati to Dalda Active When associations wearout because of frequent use.Eg: Nestle Maggi repositioned from “rich soups with implied thickness” to soups that satisfies evening hunger.Commoditization-brand needs differentiation.Eg: Xerox

7. 4.Brand EnhancementAdd new valued differentiatorsService(Indian Airlines)Features (Surf)Availability (Maruti)Guarantee Value disciplinesInnovation (Sony)Intimacy (IBM)Operational Excellence (Dell Computers)

While mass market products mainly stand for their functionality, luxury products generate numerous non-functional, abstract associations.

In fact, there is no other product category with a similar relevance of symbolic benefits, which often even exceeds its functional benefits. One of the respondents explained:  "I have a very special relationship to cars. They have to turn me on. It’s very much about feelings, a lot of feelings. 

The symbolic meaning refers to a large extent to human values and lifestyles .Consequently, the symbolism of luxury products and brands is covered to a large extent by the concept of brand personality, which was adapted to the luxury segment .The five major dimensions of theluxury brand personality include modernity, prestige, sensuality, understatement and eccentricity.

Luxury products cannot symbolize anything, but just as with their aesthetics, they need to comply with the worldview and taste of

the upper class. "the DNA of luxury is the symbolic desire to belong to a superior class." Therefore, all luxury brands have to possess

a high level of prestige, which they also have to symbolize at least to some extent (Keller 2009, p.291).

Symbolic meaning can be conveyd through product design (Kotler et al. 2007, p. 636; Valtin 2004, p. 116) or with specificproduct

information, for instance by indicating that a famous movie star recommends the product. Luxury products are often linked to

popular celebrities, prestigious events or an attractive country-of-origin (Keller 2009, p. 292). An oenophile daydreamed: "It is very

fascinating to open a bottle of wine from 1912, which witnessed two World Wars – and when you imagine everything that has

happened since that time..." Of course, the symbolic meaning of luxury products is also highly influenced by their  brands (see also

Meert and Lasslop 2003, p. 5; Nueono and Quelch 1998, p. 62).