Brand Management

Dr. M. Prasanna Mohan Raj

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Brand Management

Dr. M. Prasanna Mohan Raj

ISBN 9788119243235

Publication Date Wed Oct 11 00:00:00 UTC 2023

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Description

Table of contents

Biographical note

Excerpt

User Reviews

This book Brand Management is designed for students specialising in marketing and as a reference for marketing professionals.

Salient Features

• Systematic introduction of Designing Brand Elements, Brand Identity, Brand Personality, Brand Image, and Brand Positioning.

• Comprehensive Coverage of Brand Loyalty, Brand Equity, Line Extension, Brand Extension and Competitive Strategies for Local and Global Brands.

• Includes chapters on Private Label Brands, Brand Portfolio and Architecture, Cult Branding and Co-branding and Trends in Branding.

• Provides case studies at the end of the chapter.

• Includes Review Questions at the end of the chapter.

Cover
Title Page
Copyright Page
Contents
Preface
Acknowledgement
Chapter 1 Designing Brand Elements
- 1.1 Introduction to Branding
- 1.2 Significances of Branding
- 1.3 Difference Between Brands and Products
- 1.4 Challenges in Branding 6 C’s
- 1.5 Oppurtunities in Branding
- 1.6 Introduction to Brand Elements
- 1.7 Types of Naming
- 1.8 Problems Faced due to Linguistic Differences
- 1.9 Brand Naming Strategies
- 1.10 The Naming Process
- 1.11 Communication Based Process
- 1.12 The Do’s and Dont’s while Naming Brands
- 1.13 Brand Names— What the Researches have got to say?
- 1.14 Issues in Maintenance of Brand Names - Fighting the Counterfeit Brands
- 1.15 Brand Logos/Symbols
- 1.16 Logo Designing Strategies
- 1.17 Brand Slogans
- 1.18 Brand Characters
- 1.19 Jingles
- 1.20 Urls
- 1.21 Guidelines for Selecting the Brand Elements
- Review Questions
Chapter 2 Brand Identity
- 2.1 Introduction
- 2.2 Dimensions and Identity
- 2.3 Inner and Outer Identity
- 2.4 The Six-Sided Prism
- 2.5 How to find Identity?
- 2.6 Multiple Identities
- 2.7 What Identity is not?
- 2.8 Brand DNA
- 2.9 Brand Kernal, Codes and Promises
- 2.10 Conclusion
- Review Questions
Chapter 3 Brand Personality
- 3.1 Introduction
- 3.2 Brand Anatomy
- 3.3 When is it Necessary to have a Brand Personality?
- 3.4 Tools to Build/Understand Brand Personality
- Review Questions
Chapter 4 Brand Image
- 4.1 Introduction
- 4.2 Brand Images of some of the Indian Brands
- 4.3 Techniques Used for Identifying the Brand Image
- Review Questions
Chapter 5 Brand Positioning And Repositioning
- 5.1 Introduction
- 5.2 Grabbing the Mind Space
- 5.3 Determining the POP and POD
- 5.4 Types of Positioning
- 5.5 D’s of Successful Positioning
- 5.6 Determining the Positioning
- 5.7 The MDS Way
- 5.8 Image Profile Analysis
- 5.9 Positioning through Correspondence Analysis
- 5.10 By Factor Analysis
- 5.11 Positioning Analysis by Discriminant Mapping
- 5.12 Repositioning
- Review Questions
Chapter 6 Brand Loyalty
- 6.1 Introduction
- 6.2 What is True Loyalty?
- 6.3 Brand Loyalty Cycle
- 6.4 Types of Loyalty
- 6.5 Brand Loyalty Measurement Models
- 6.6 Formula
- 6.7 Strategies to Build Brand Loyalty
- Review Questions
Chapter 7 Brand Equity
- 7.1 Introduction
- 7.2 Measurement of Brand Equity
- 7.3 Dimension Items
- 7.4 Brand Valuation Methods
- 7.5 Brand Performance
- 7.6 Price Performance
- 7.7 Channel Performance
- 7.8 Product Performance
- 7.9 Communication Performance
- 7.10 Brand Performance Elements
- 7.11 Brand Audit
- 7.12 Brand Audit Process
- 7.13 Conclusion
- Review Questions
Chapter 8 Line Extension
- 8.1 Introduction
- 8.2 Why Line Extension is so Hard to Resist?
- 8.3 A Good Marketing Strategy
- 8.4 A Bad Marketing Strategy
- 8.5 Brand Line Extension
- 8.6 Measuring the Line Extension Success
- Review Questions
Chapter 9 Brand Extension
- 9.1 Introduction
- 9.2 Strategies for Successful Brand Extension
- 9.3 Essential Features of Brand Extension
- 9.4 Process of Brand Extension
- 9.5 Successful Implementation Strategies for Brand Extension
- 9.6 Challenges in Brand Extension
- Review Questions
Chapter 10 Competitive Strategies For Local And Global Brands
- 10.1 Introduction
- 10.2 Facts for Consideration
- 10.3 Product Strategy–Innovative Approach
- 10.4 Distribution Strategy
- 10.5 Pricing Strategies
- 10.6 Promotional Strategy— Media Fragmentation10.7 Other Strategies
- Review Questions
Chapter 11 Private Label Brands
- 11.1 Introduction
- 11.2 Winning Strategies — Quelch and Harding Model
- 11.3 Winners and Losers - The BCG Model
- 11.4 Hitting Hard—The Stanley Model
- 11.5 Manufacturers Fighting Private Labels
- Review Questions
Chapter 12 Brand Portfolio and Brand Architecture
- 12.1 Introduction
- 12.2 Objectives of Product Portfolio
- 12.3 The BCG Matrix
- 12.4 The Directional Policy Matrix
- 12.5 Brand Architecture
- Review Questions
Chapter 13 Cult Branding and Co-Branding
- 13.1 Brand Cult
- 13.2 Brand Mergers
- 13.3 Co-branding
- Review Questions
Chapter 14 Emerging Domains in Brand Management
- 14.1 Introduction
- 14.2 Luxury Branding
- 14.3 Personal Branding
- 14.4 Destination Branding
- 14.5 Sensory Branding
- 14.6 Social Media Branding
- 14.7 Importance of Social Media in Branding:
- 14.8 Guidelines for Social Media Branding
- Review Questions
Case Studies
- Himalaya Face Wash: Herbal Brand Developed for a Modern World
  - Introduction
  - Evolution of the Brand
  - Perceptual Mapping
  - Brand Image
  - Rural Initiative
  - Future of the Brand
  - Review Questions
- Harley Davidson: Powerful Cult Brand
  - Introduction
  - Evolution of Brand
  - Review Questions
- Luxury Branding
  - Evolution of the Brand
  - Brand Anatomy
  - Brand Personality
  - Market of Luxury Brands
  - Superior Experience by Luxury Brands
  - Luxury Brand Vs Common Brand
  - Hidesign as a Luxury Brand
  - What makes Hidesign a Luxury Brand
  - Positioning
  - Promotional Activities
  - Distribution and Retailing
  - Pricing
  - Conclusion
  - Review Questions
- E20 – Journey of Indian Green Brand
  - Introduction
  - Evolution of the Brand E20
  - Relate the Brand and the Product
  - Positioning of the Brand
  - Review Questions
- Moods in India: Branding by Intimacy
  - Evolution of Brand Moods
  - Sex Education and Condom Market: Indian Realities
  - Intimacy Branding
  - Brand Positioning
  - Review Questions
- Taj Hotels- Excellence in Extension
  - Introduction
  - Value Proposition across Different Segments
  - Conclusion
  - Review Questions
- Vicks as a Sensory Brand
  - Introduction
  - STP of Vicks Vaporub
  - Brand Image of Vicks
  - Sensory Branding - Theoretical Framework
  - Vicks as Sensory Brand
  - Conclusion
  - Review Questions
- Starbucks – Branding of an Experience
  - Introduction
  - Evolution of Starbucks
  - Branding through Five Senses
  - Brand Positioning of Star Bucks
  - Future and Conclusion
  - Review Questions
- United Colors of Benetton – Brand Built by its Personality!
  - Introduction
  - Evolution of the Brand
  - UCB- Brand Built by its Personality
  - Brand Identity Prism of UCB
  - Shock Advertising
  - Ucb Global Vs UCB India
  - The Road ahead For UCB
  - Conclusion
  - Review Questions
- Cinthol: Managing Brand over the Time
  - Introduction
  - Evolution of the Brand
  - Review Questions
- Gangtok – Branding of a Tourist Destination
  - Introduction
  - Conclusion
  - Review Questions
- Heritage Brands- Managing Brands Over Time
  - Introduction
  - Brand History
  - Review Questions

Dr. M. Prasanna Mohan Raj, Associate Professor of Marketing and Branding at Alliance School of Business, Alliance University, Bangalore, has professional experience of 20 years in both industry and academia. He worked in the area of Brand Development with The New Indian Express, and in Research & Analytics (developed White papers/case studies) at Hexaware Technologies. His main field of interest converge on Product and Branding Research and Marketing Models. He pursued his doctoral work from the prestigious National Institute of Technology (NIT), Trichy. He has published more than 25 research articles in scholarly research journals.

BRAND MANAGEMENT

Dr. M. Prasanna Mohan Raj

Associate Professor of Marketing and Branding

Alliance School of Business

Alliance University

Bangalore.

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Brand Management

ISBN (Print) : 978-81-19243-23-5

ISBN e-PUB : 978-81-19243-24-2

ISBN e-PDF : 978-81-19243-25-9

No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers and copyright holders. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication.

Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.

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CONTENTS

Preface

Acknowledgement

Chapter 1 Designing Brand Elements

1.1 Introduction to Branding

1.2 Significances of Branding

1.3 Difference Between Brands and Products

1.4 Challenges in Branding 6 C’s

1.5 Oppurtunities in Branding

1.6 Introduction to Brand Elements

1.7 Types of Naming

1.8 Problems Faced due to Linguistic Differences

1.9 Brand Naming Strategies

1.10 The Naming Process

1.11 Communication Based Process

1.12 The Do’s and Dont’s while Naming Brands

1.13 Brand Names— What the Researches have got to say?

1.14 Issues in Maintenance of Brand Names - Fighting the Counterfeit Brands

1.15 Brand Logos/Symbols

1.16 Logo Designing Strategies

1.17 Brand Slogans

1.18 Brand Characters

1.19 Jingles

1.20 Urls

1.21 Guidelines for Selecting the Brand Elements

Review Questions

Chapter 2 Brand Identity

2.1 Introduction

2.2 Dimensions and Identity

2.3 Inner and Outer Identity

2.4 The Six-Sided Prism

2.5 How to find Identity?

2.6 Multiple Identities

2.7 What Identity is not?

2.8 Brand DNA

2.9 Brand Kernal, Codes and Promises

2.10 Conclusion

Review Questions

Chapter 3 Brand Personality

3.1 Introduction

3.2 Brand Anatomy

3.3 When is it Necessary to have a Brand Personality?

3.4 Tools to Build/Understand Brand Personality

Review Questions

Chapter 4 Brand Image

4.1 Introduction

4.2 Brand Images of some of the Indian Brands

4.3 Techniques Used for Identifying the Brand Image

Review Questions

Chapter 5 Brand Positioning And Repositioning

5.1 Introduction

5.2 Grabbing the Mind Space

5.3 Determining the POP and POD

5.4 Types of Positioning

5.5 D’s of Successful Positioning

5.6 Determining the Positioning

5.7 The MDS Way

5.8 Image Profile Analysis

5.9 Positioning through Correspondence Analysis

5.10 By Factor Analysis

5.11 Positioning Analysis by Discriminant Mapping

5.12 Repositioning

Review Questions

Chapter 6 Brand Loyalty

6.1 Introduction

6.2 What is True Loyalty?

6.3 Brand Loyalty Cycle

6.4 Types of Loyalty

6.5 Brand Loyalty Measurement Models

6.6 Formula

6.7 Strategies to Build Brand Loyalty

Review Questions

Chapter 7 Brand Equity

7.1 Introduction

7.2 Measurement of Brand Equity

7.3 Dimension Items

7.4 Brand Valuation Methods

7.5 Brand Performance

7.6 Price Performance

7.7 Channel Performance

7.8 Product Performance

7.9 Communication Performance

7.10 Brand Performance Elements

7.11 Brand Audit

7.12 Brand Audit Process

7.13 Conclusion

Review Questions

Comments should not be blank

Rating

Description

This book Brand Management is designed for students specialising in marketing and as a reference for marketing professionals.

Salient Features

• Systematic introduction of Designing Brand Elements, Brand Identity, Brand Personality, Brand Image, and Brand Positioning.

• Comprehensive Coverage of Brand Loyalty, Brand Equity, Line Extension, Brand Extension and Competitive Strategies for Local and Global Brands.

• Includes chapters on Private Label Brands, Brand Portfolio and Architecture, Cult Branding and Co-branding and Trends in Branding.

• Provides case studies at the end of the chapter.

• Includes Review Questions at the end of the chapter.

Table of contents

Cover
Title Page
Copyright Page
Contents
Preface
Acknowledgement
Chapter 1 Designing Brand Elements
- 1.1 Introduction to Branding
- 1.2 Significances of Branding
- 1.3 Difference Between Brands and Products
- 1.4 Challenges in Branding 6 C’s
- 1.5 Oppurtunities in Branding
- 1.6 Introduction to Brand Elements
- 1.7 Types of Naming
- 1.8 Problems Faced due to Linguistic Differences
- 1.9 Brand Naming Strategies
- 1.10 The Naming Process
- 1.11 Communication Based Process
- 1.12 The Do’s and Dont’s while Naming Brands
- 1.13 Brand Names— What the Researches have got to say?
- 1.14 Issues in Maintenance of Brand Names - Fighting the Counterfeit Brands
- 1.15 Brand Logos/Symbols
- 1.16 Logo Designing Strategies
- 1.17 Brand Slogans
- 1.18 Brand Characters
- 1.19 Jingles
- 1.20 Urls
- 1.21 Guidelines for Selecting the Brand Elements
- Review Questions
Chapter 2 Brand Identity
- 2.1 Introduction
- 2.2 Dimensions and Identity
- 2.3 Inner and Outer Identity
- 2.4 The Six-Sided Prism
- 2.5 How to find Identity?
- 2.6 Multiple Identities
- 2.7 What Identity is not?
- 2.8 Brand DNA
- 2.9 Brand Kernal, Codes and Promises
- 2.10 Conclusion
- Review Questions
Chapter 3 Brand Personality
- 3.1 Introduction
- 3.2 Brand Anatomy
- 3.3 When is it Necessary to have a Brand Personality?
- 3.4 Tools to Build/Understand Brand Personality
- Review Questions
Chapter 4 Brand Image
- 4.1 Introduction
- 4.2 Brand Images of some of the Indian Brands
- 4.3 Techniques Used for Identifying the Brand Image
- Review Questions
Chapter 5 Brand Positioning And Repositioning
- 5.1 Introduction
- 5.2 Grabbing the Mind Space
- 5.3 Determining the POP and POD
- 5.4 Types of Positioning
- 5.5 D’s of Successful Positioning
- 5.6 Determining the Positioning
- 5.7 The MDS Way
- 5.8 Image Profile Analysis
- 5.9 Positioning through Correspondence Analysis
- 5.10 By Factor Analysis
- 5.11 Positioning Analysis by Discriminant Mapping
- 5.12 Repositioning
- Review Questions
Chapter 6 Brand Loyalty
- 6.1 Introduction
- 6.2 What is True Loyalty?
- 6.3 Brand Loyalty Cycle
- 6.4 Types of Loyalty
- 6.5 Brand Loyalty Measurement Models
- 6.6 Formula
- 6.7 Strategies to Build Brand Loyalty
- Review Questions
Chapter 7 Brand Equity
- 7.1 Introduction
- 7.2 Measurement of Brand Equity
- 7.3 Dimension Items
- 7.4 Brand Valuation Methods
- 7.5 Brand Performance
- 7.6 Price Performance
- 7.7 Channel Performance
- 7.8 Product Performance
- 7.9 Communication Performance
- 7.10 Brand Performance Elements
- 7.11 Brand Audit
- 7.12 Brand Audit Process
- 7.13 Conclusion
- Review Questions
Chapter 8 Line Extension
- 8.1 Introduction
- 8.2 Why Line Extension is so Hard to Resist?
- 8.3 A Good Marketing Strategy
- 8.4 A Bad Marketing Strategy
- 8.5 Brand Line Extension
- 8.6 Measuring the Line Extension Success
- Review Questions
Chapter 9 Brand Extension
- 9.1 Introduction
- 9.2 Strategies for Successful Brand Extension
- 9.3 Essential Features of Brand Extension
- 9.4 Process of Brand Extension
- 9.5 Successful Implementation Strategies for Brand Extension
- 9.6 Challenges in Brand Extension
- Review Questions
Chapter 10 Competitive Strategies For Local And Global Brands
- 10.1 Introduction
- 10.2 Facts for Consideration
- 10.3 Product Strategy–Innovative Approach
- 10.4 Distribution Strategy
- 10.5 Pricing Strategies
- 10.6 Promotional Strategy— Media Fragmentation10.7 Other Strategies
- Review Questions
Chapter 11 Private Label Brands
- 11.1 Introduction
- 11.2 Winning Strategies — Quelch and Harding Model
- 11.3 Winners and Losers - The BCG Model
- 11.4 Hitting Hard—The Stanley Model
- 11.5 Manufacturers Fighting Private Labels
- Review Questions
Chapter 12 Brand Portfolio and Brand Architecture
- 12.1 Introduction
- 12.2 Objectives of Product Portfolio
- 12.3 The BCG Matrix
- 12.4 The Directional Policy Matrix
- 12.5 Brand Architecture
- Review Questions
Chapter 13 Cult Branding and Co-Branding
- 13.1 Brand Cult
- 13.2 Brand Mergers
- 13.3 Co-branding
- Review Questions
Chapter 14 Emerging Domains in Brand Management
- 14.1 Introduction
- 14.2 Luxury Branding
- 14.3 Personal Branding
- 14.4 Destination Branding
- 14.5 Sensory Branding
- 14.6 Social Media Branding
- 14.7 Importance of Social Media in Branding:
- 14.8 Guidelines for Social Media Branding
- Review Questions
Case Studies
- Himalaya Face Wash: Herbal Brand Developed for a Modern World
  - Introduction
  - Evolution of the Brand
  - Perceptual Mapping
  - Brand Image
  - Rural Initiative
  - Future of the Brand
  - Review Questions
- Harley Davidson: Powerful Cult Brand
  - Introduction
  - Evolution of Brand
  - Review Questions
- Luxury Branding
  - Evolution of the Brand
  - Brand Anatomy
  - Brand Personality
  - Market of Luxury Brands
  - Superior Experience by Luxury Brands
  - Luxury Brand Vs Common Brand
  - Hidesign as a Luxury Brand
  - What makes Hidesign a Luxury Brand
  - Positioning
  - Promotional Activities
  - Distribution and Retailing
  - Pricing
  - Conclusion
  - Review Questions
- E20 – Journey of Indian Green Brand
  - Introduction
  - Evolution of the Brand E20
  - Relate the Brand and the Product
  - Positioning of the Brand
  - Review Questions
- Moods in India: Branding by Intimacy
  - Evolution of Brand Moods
  - Sex Education and Condom Market: Indian Realities
  - Intimacy Branding
  - Brand Positioning
  - Review Questions
- Taj Hotels- Excellence in Extension
  - Introduction
  - Value Proposition across Different Segments
  - Conclusion
  - Review Questions
- Vicks as a Sensory Brand
  - Introduction
  - STP of Vicks Vaporub
  - Brand Image of Vicks
  - Sensory Branding - Theoretical Framework
  - Vicks as Sensory Brand
  - Conclusion
  - Review Questions
- Starbucks – Branding of an Experience
  - Introduction
  - Evolution of Starbucks
  - Branding through Five Senses
  - Brand Positioning of Star Bucks
  - Future and Conclusion
  - Review Questions
- United Colors of Benetton – Brand Built by its Personality!
  - Introduction
  - Evolution of the Brand
  - UCB- Brand Built by its Personality
  - Brand Identity Prism of UCB
  - Shock Advertising
  - Ucb Global Vs UCB India
  - The Road ahead For UCB
  - Conclusion
  - Review Questions
- Cinthol: Managing Brand over the Time
  - Introduction
  - Evolution of the Brand
  - Review Questions
- Gangtok – Branding of a Tourist Destination
  - Introduction
  - Conclusion
  - Review Questions
- Heritage Brands- Managing Brands Over Time
  - Introduction
  - Brand History
  - Review Questions