Name: Yousaf Muzzaffar Ahmed

Grade: B.Com
Assignment: Brand Management
Roll: B-17592
University of South Asia

Submitted To: Sir Farukh Malik

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. 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. 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.

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.

Brand Awarness
Brand awareness is a customers' ability to recall and recognize the brand, the logo
and the advertisements. It helps the customers to understand to which product or
service category the particular brand belongs and what products and services sell
under the brand name.
 It also ensures that customers know which of their needs are satisfied by the brand
through its products.

Branding a product was much easier when there were no websites, smart
phones, interactive games or social media. Product branding can be
maintained and produce a solid, well-connected connection throughout
the life of the product. Product branding has challenged creative teams
over the past decade as they work to deal with website content, package
design, television shows, commercials, events, sponsorships and more.

Brand marketing is as much about product quality as it is about communication, with

poor product quality affecting a customers perception of a brand far more than good
quality can. This attention to quality must extend to every aspect of the companys
interaction with customers, including the company website and social-media activity.
Internet marketing of a brand cannot be done as an afterthought, with little
investment; any deficiency will reflect on the companys reputation, and all its
products and services.

A brand strategy is a formal plan used by a business to create a particular image of

itself in the minds of current and potential customers. When a company has created
and executed a successful brand strategy, people know without being told who the
company is and what they do. Companies as large and established as Coca-Cola as
well as small brands and even businesses that sell services to other companies all
benefit from a carefully created brand strategy. As a result of brand strategy, people
develop a particular feeling or opinion about a company -- a feeling that drives their
buying decisions. This feeling equates to brand equity. The stronger people feel
about a brand, the stronger the brand equity.
Branding Strategies
A branding strategy helps establish a product within the market and to build a brand
that will grow and mature in a saturated marketplace. Making smart branding
decisions up front is crucial since a company may have to live with the decision for a
long time.

Individual brand names naturally allow greater flexibility by permitting a variety of

different products, of differing quality, to be sold without confusing the
consumer's perception of what business the company is in or diluting higher quality
products.

This is the choice to represent a larger feeling, which is not necessarily connected
with the product or consumption of the product at all. Companies that use attitude
branding include: Nike, Starbucks, The Body Shop, and Apple, Inc.

Iconic brands are defined as having aspects that contribute to the consumer's self-
expression and personal identity.

Derived Brands
Some suppliers of key components may wish to guarantee its own position by
promoting that component as a brand in its own right.

For example, Intel, positions itself in the PC market with the slogan (and sticker)
"Intel Inside. "
Online Branding
Branding, as a whole, is essential for any serious business because a companys
brand is what distinguishes it from its competitors. In todays computer age,

it is necessary for most businesses to have an online presence to stay competitive.

Effective Internet branding, just like its offline counterpart, helps bring awareness to
your unique business offering and drive customer demand .

While Internet branding offers huge opportunities for business, in order for it to be
effective, one needs to attract and engage its customers. This isnt easy on the
Internet. Branding is not as easy as putting up a website and adding your company
logo and slogan. Your Internet branding strategy should make your online brand
noticeable and apparent.

Branding utilizes hi-tech tools to create an online presence for your business.
Graphics and animation, compelling web copy, and overall website design that
reflect your company are some of the important elements that will bring your online
brand alive. An attractive website that helps customers easily and quickly find the
information they need is the key to getting customer interaction and eventually,
business. Your branding plan should include good design elements and ease of use
to create an effective overall impression.

A lot depends on the impression they get from your website. Branding seeks to
convey an immediate unique message about your business to your target clients.
Multi-brands Strategy
A supplier can deliberately launch totally new brands in apparent competition with its
own existing strong brand (and often with identical product characteristics) to soak up
some of the share of the market.

Individual and Organizational Brands

These are types of branding that treat individuals and organizations as the products
to be branded. Personal branding treats persons and their careers as brands. Faith
branding treats religious figures and organizations as brands .

The Basics of Branding

Branding is one of the most important aspects of any business, large
or small, retail or B2B. An effective brand strategy gives you a major
edge in increasingly competitive markets.

The foundation of your brand is your logo. Your website, packaging

and promotional materials--all of which should integrate your logo--
communicate your brand
.

Brand Strategy & Equity

Your brand strategy is how, what, where, when and to whom you plan
on communicating and delivering on your brand messages. Where
you advertise is part of your brand strategy. Your distribution channels
are also part of your brand strategy. And what you communicate
visually and verbally are part of your brand strategy, too.

strategic branding leads to a strong brand equity, which means the

added value brought to your company's products or services that
allows you to charge more for your brand than what identical,
unbranded products command. The most obvious example of this is
Coke vs. a generic soda. Because Coca-Cola has built a powerful
brand equity, it can charge more for its product--and customers will
pay that higher price.