This document discusses branding concepts including what a brand is, brand equity, and key branding decisions. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the positive effect of a known brand on customer response. Key branding decisions include whether to brand, what the brand name should be (individual, family, or combined with product), brand strategy (line extensions, brand extensions, multiple brands, or co-brands), and potential repositioning over time. The document uses examples like Mercedes, Himalaya, Bajaj, and others to illustrate branding concepts.

1. Marketing
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2. BRAND MANAGEMENT

3. TABLE OF CONTENTS
• Brand .
• Brand Equity.
• Brand Challenges
a) Brand Decision
b) Brand Name Decision
c) Brand Strategy Decision
d) Brand Repositioning
 Conclusion
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4. WHAT IS BRAND?
A Brand is a name, term, sign, symbol or design or a
combination of them intended to identify the goods or
services of one seller or group of sellers and to
differentiate them from those of competitors.
Examples:-

5. Brand can convey up to six levels of meaning:-
1) Attributes: A Brand brings to mind certain
attributes.
Example:- Mercedes

6. 2) Benefits.
Example:- Mercedes

7. 3) Values: The Brand also says something about
producer value.
Example:- BOOST,ACTIVE

8. 4) Culture: The Brand may represent a
certain culture.
Example:- Himalaya

9. 5) Personality: Brand projects a certain
personality.

10. 6) User: The brand suggest the kinds of the
consumers who buys or uses the product.
Example:- Scooty Pep
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11. Brand Equity
It is the positive differential effect that a known
brand name has on customer response to the
product or service. Elements that can be included in
the valuation of brand equity include (but not
limited to): changing market share, profit
margins, consumer recognition of logos and
other visual elements, brand language associations
made by consumers, consumers' perceptions of
quality and other relevant brand values.
Example:- IBM

12. Branding Challenges
The key decisions are:-
Branding Decision:- To brand or not to brand

13. Brand Name Decision
There are four strategies available:-
1) Individual Names.
2) Blanket Family name
3) Separate Family Name.
4) Company Trade Name Combined with Individual
Product Name.
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14. Individual Names:- Company can use this policy
because if product fails or appear to have low
quality, the company's name or image is not hurt.
Example:- H UL,P&G

15. Blanket Family Name:-
Company can use this policy because development
cost is less.
Example:- Bajaj , Godrej , Kissan,

16. Separate Family Name:- Where a company
produce quite different product, it is not desirable to
use one blanket family name.
Example:- ADITYA BIRLA GROUP
HINDALCO FOR ALUMINIUM,
ULTRA TECH FOR CEMENT
GRASIM FOR SUITIGS
IDEA

17. Company Trade Name Combine with
Individual Product Name
Example:- Maruti, Kelloggs, J&J.

18. Brand Strategy Decision:- A company has five
choices when it comes to Brand strategy.
The company can introduce:-
1) Line extensions.
2) Brand extensions.
3) Multi Brands.
4) Co Brands
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19. Line Extension:- Line extension consist of
introducing additional items in the same product
category and the same brand name ,such as New
Flavors , Forms , Colors , Added Ingredients and
Package Size.
Example: , Lux , Hajmola ,maggie,colgate gel,fair
and lovely, google

20. Brand Extension:- A company may use its existing
brand name to launch new products in other
categories.also called image related brand extension
Example:- BAJAJ,dettol

21. UNRELATED EXTENSION
• WIPRO FROM OIL TO COMPUTER
• ITC sunfeast
• Taj hotels TATA
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22. Multi Brands :- A company will often introduce
additional brands in the same product category.
Example:- H UL Soaps

23. Co Brands:- When two or more well known brands
combined in an offer. Co branding take variety of forms:-
1) Ingredient Co branding
Example:- COMPAQ Computers

24. 2) Joint Venture Co Branding
Example:-Sony Ericsson

25. Brand Repositioning:- However well a brand is currently
positioned , the company may have to reposition it later
when facing new competitors or changing customers
preferences.
Example:- Lifebouy ,MOOV,CLINIC PLUS,BOURNVITA,BANK
OF BARODA,BAJAJ

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