This presentation discusses on Brand Management; types of brand, branding, and brand rationalization (from mass to niche).

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Brand Management

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Brand management
is the application of
marketing techniques
to a specific product,
product line, or brand.
It seeks to increase the
product's perceived
value to the customer
and thereby increase
brand franchise and
brand equity.

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• Brand is an implied promise that the level
of quality people have come to expect
from a brand will continue with present
and future purchases of the same product.

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Good
Brand
be legally
protectable
be easy
to recognize
be easy
to pronounce
be easy
to remember
suggest the company
or product image
attract attention
distinguish
the product's positioning
relative to the competition.
suggest
product benefits

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• A premium brand typically costs more than other
products in the category.
• An economy brand is a brand targeted to a high
price elasticity market segment.
• A fighting brand is a brand created specifically to
counter a competitive threat.
Types of Brand

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• Corporate Branding refers when a company's
name is used as a product brand name.
• Family Branding refers when one brand name is
used for several related products.
• Brand Leveraging refers when a company uses
the brand equity associated with an existing
brand name to introduce a new product or
product line.
Branding

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• Co-Branding refers when two or more brands work
together to market their products.
• Brand Licensing when a company sells the rights to
use a brand name to another company for use on a
non-competing product or in another geographical
area.
• Private Branding refers when large retailers buy
products in bulk from manufacturers and put their
own brand name on them.
Branding

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Brand rationalization
refers to reducing the number of brands
marketed by a company. Some
companies tend to create more brands
and product variations within a brand than
economies of scale would indicate.

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NicheMass
Brand rationalization
• Create a specific service or product brand
for each market that they target.
• Gain production and marketing efficiencies.
• As part of corporate restructuring.

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