BRAND MANAGEMENT/ACTIVATION

ACALA, BORJA, RAMIREZ, REYES

BREAKING DOWN THE TERMINOLOGY

BRAND + MANAGEMENT

WHAT IS A BRAND?

A brand is a name, term, sign, symbol or design which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.

CLASS PARTICIPATION

WHAT DOES A BRAND DO?

BRAND

DIFFERENCE BETWEEN PRODUCT & BRAND

Product- anything we can offer to a market for attention, acquisition, use or consumption that might satisfy a need or want.

Brand- sum total of consumer perceptions and feelings about the product’s attributes and how they perform

PRODUCT

BRAND

CLASS PARTICIPATION

GIVE EXAMPLES OF PRODUCT & BRAND

Management

Management, according to Peter Drucker (1909-2005), is the organization and coordination of the activities of a business in order to achieve defined objectives.

The basic task of management includes both marketing and innovation. 

Therefore, integrating such ideas, Brand Management is:

A function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand.

The process of maintaining, improving, and upholding a brand so that the name, term, sign, symbol or design is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to consumers.

The process of maintaining, improving, and upholding a brand so that the name, term, sign, symbol or design is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to consumers.

CHARACTERISTICS OF BRAND MANAGEMENT

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.

2. 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.

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.

CRITERIA FOR CLASSIFYING A BRAND (To be explained each)

Based on brand architecture Based on supply chain entity Based on product types Based on customer types Based on geographical scope

Considerations and Steps in Brand Management

BRAND LIFE CYCLE (TO BE EXPLAINED EACH) - Brand has to maintain its relevance1. Identify and Establish Brand Positioning & Values

BRAND CONCEPT

BRAND SYMBOL PRODUCT/SERVICE EXPERIENCE

Figure 1 Elements of a Brand

Plan & Implement Brand marketing ProgramsBRAND MARKETING PROGRAMS: Communication objectives Messages Mode (touchpoints) Evaluation Adjustment

3. Measure & Interpret Brand Performance

4. Grow & Sustain Brand EquityTECHNIQUES: Brand-product matrix, Brand portfolio & hierarchies, Brand expansion strategies, Brand enforcement & revitalization

VARIOUS CHARTS OF BRAND MANAGEMENT & EVOLUTION

Brand Activation

It is a necessary stepping stone towards the evolution of a certain brand. Neccesary brand strategies must be prepared and companies must need to execute these across the organization and in the total, offer towards the consumers. Brand activation is simply all about tapping your brand's full potential.

Why must a brand be active?

In today's modern society, consumers are becoming more and more demanding to the point that offering supreme features of a product on an emotional or functional level is not enough. Aside from the basic ideas of executing a brand by marketing and the like, the real value of the product lies in the opportunity of the brand. It is fundamentally important because it helps create trust between the customers, the society and the company (specifically the brand). This is important because trust is one of the key factors in achieving brand loyalty of the costumers.

This provides opportunites of re-purchase behavior or even advertising by word of mouth through recommendations. The key challenge for companies that rely on brand loyalty is retaining existing relations of trust between the brand and the consumer.

Unmasking the Brand

In most cases, branding is driven from a communication perspective. Marketing directors and advertising agencies are still the main owners and guaridans of a branding and competence about branding. In today's modern world a person sees an average of 30,000 messages per day, of which 3000 of those are branded in some particular way. Brands have actually found it's way in today's communication environment. Brands are actually known to simplify everyday choices.

FOR AN INSTANCE:

For example if a buyer in a grocery, is used to buying Colgate, he/she no longer needs to waste his/her time in choosing a particular toothpaste. There are also two main reasons why a brand works, particularly in the service industry. First is that they create relationship benefits. An example of this would be when someone you know like your professor or your neighbour knows a particularly brand, the brand has the possibility of reaching you. Second is the reason that brand works if they create accessibility. An example of this second reason is when services are accessible for a consumer 24/7.

What do you activate?

In order to activate a brand, one must look for it's core features that constitute the brand. These are usually the promised customer benefit from the product or the communicated position of the brand. It can also be in the form of the company's vision, or something that is relevant for the whole company. To put it simply, an effective brand activation must first start with a well defined brand.

REFERENCES

Acikay, Y. (n.d.). Brands & Brand Management. Brands & Brand Management. Retrieved December 6, 2013, from http://www.slideshare.net/yacikay/chp1-10190907

Ansari, F. R. (n.d.). Brand Activation.Brand Activation. Retrieved December 6, 2013, from http://www.slideshare.net/ansary75/brand-activation-14782813

Brand Management. (n.d.). Investopedia. Retrieved December 6, 2013, from http://www.investopedia.com/terms/b/brand-management.asp

El-Deeb, A. (n.d.). Brand management reserach, theory & practice. Brand management reserach, theory & practice. Retrieved December 6, 2013, from http://www.slideshare.net/meerodeepo/brand-managemen-reserach-theory-practice

Morell, D. (n.d.). Brand Activation.Starsky Insight. Retrieved December 7, 2014, from http://www.sagepub.com/upm-data/11007_Chapter_7.pdf

brand management. (n.d.).BusinessDictionary.com. Retrieved December 6, 2013, from http://www.businessdictionary.com/definition/brand-management.html

management. (n.d.).BusinessDictionary.com. Retrieved December 6, 2013, from http://www.businessdictionary.com/definition/management.html