Meaning of brand management Brand attributes Brand image Elements of brand Brand ambassador About Unilever

3. BRAND MANAGEMENT
A brand is a name, term, sign, symbol, design or a combination of the above to identify the
goods or service of a seller and differentiate it from the rest of the competitors.
The American Marketing Association defines ‘brand’ as “a name,
term, design, symbol, or any other feature that identifies one
seller's good or service as distinct from those of other sellers…A
brand may identify one item, a family of items, or all items of that
seller.”

5. BRANDATTRIBUTES
Brand Attributes portray a company’s brand characteristics. They signify the basic
nature of brand. Brand attributes are a bundle of features that highlight the physical
and personality aspects of the brand. Attributes are developed through images, actions,
or presumptions. Brand attributes help in creating brand identity.

6. BRAND IMAGE
A brand Image is the perception of the brand in the mind of the customer. It is an
aggregate of beliefs, ideas, and impressions that a customer holds regarding the brand.

7. BRAND LINE
Brand line is defined as offering of all the products under one brand name.

8. BRAND IDENTITY
Brand identity is the visible elements of a brand, such as color, design, and logo, that
identify and distinguish the brand in consumers' minds.

9. BRAND PARITY
 Brand parity refers to less concern for quality by consumers as they believe only
minor quality differences exist between various brands.
 the purchase decisions are based on other criteria such as price, availability or a
specific promotional deal.

10. BRAND EQUITY
Brand equity describes about the value of having a well-known brand name, based on
the idea that the owner of a well-known brand name can generate more revenue simply
from brand recognition, as consumers believe that a product with a well-known name is
better than products with less well-known names. Brand equity refers to the value of a
brand.

11. BRAND LOYALTY
 Brand loyalty is a pattern of consumer behavior through which consumers tend to
get committed to a specific brand or product and make repeat purchases over time.
 It can also be demonstrated with other behaviors such as positive word-of-mouth
advocacy.
 Brand loyalty is where an individual buys products from the same manufacturer
repeatedly rather than from other suppliers. Businesses whose financial and ethical
values

12. ELEMENTS OF BRAND
 Name
 Logo
 Tagline
 Graphics
 Shapes
 Colors
 Sounds
 Tastes
 Movement

13. FEATURES OF A BRAND
 A brand has physical qualities
 A brand has its own personality
 A brand has its own culture
 A brand is a relationship

14. FUNCTIONS OF A BRAND
 Identification
 Guarantee
 Optimization
 Characterization
 Ethics

15. TYPES OF BRANDS
Types
of
brands
Personal
Brand
Family
Brand
Individual
Brand

16. PERSONAL BRAND
• The personal brand attached with individual personality.
• It explains the character of the particular popular celebrity.
• Example – Amitabh Bacchan.

17. FAMILY BRANDING
• Family branding is a marketing strategy that involves selling several related products
under one brand name. Family branding is also known as umbrella branding.
• Umbrella branding is mainly used by companies with a positive brand equity.

19. INDIVIDUAL BRAND
 Individual branding is a marketing strategy in which every product a company
sells has its own unique brand name.
 Marketing policy under which each product has its own brand, different from every
other product in the same product family or from the same firm.

20. BRAND MANAGEMENT PROCESS
Identifying and establishing
brand positioning
Plan and Implementing brand
marketing
Measure and interpret brand
Grow and sustain brand EQUITY

21. BRANDAMBASSADOR
 One who represent the PRODUCT on behalf of the entire company.
 A well-connected person or a celebrity who is used to promote and advertise a
product or service.

22. BRAND MARK
The brand mark is a design element, such as a symbol, Logo, Character or even sound ,
that provides visual or auditory recognition for the product.

23. BRAND STRATEGIES
 Basically it means a Plan
 How They attract customer
 How they will grab the market

24. • Unilever is one of the world’s leading
consumer goods companies, making and
selling around 400 brands in more than 190
countries.
• Every day, 2.5 billion people use the products
• world’s top 50 brands are owned by Unilever.
• We work with thousands of suppliers and
spend around €34 billion on goods and
services, including approximately €13 billion
on ingredients and raw materials, which are
made into products in our 300+ factories
across 69 countries. These products are then
distributed to 25 million retailers,

25. • In the 1890s, William Hesketh Lever, founder of Lever Brothers
• Top brands of Unilever
 Knorr.
 Lipton.
 Lux.
 Magnum.
 Omo/Surf Excel/Breeze/Skip.
 Rexona/Sure/Degree/Shield.
 Surf.
 Sunsilk.

26. • Sunlight soap becomes one of the first brands to advertise in-home,
• using innovative means such as small cards inserted into soap packaging, featuring
• Sunlight brand in cartoon drawings or calendars. As early as 1893,
• postage stamps are used in New Zealand to advertise Sunlight Soap.
• In the year that the Lever Brothers become a limited company, sales of Sunlight soap
have boomed to nearly 40,000 tons a year. As a result, the business starts expanding
into Europe, America and the British colonies with factories,

28. • He served as VP, then as CEO of FCB Ulka from 2003 to 2013.
• He has helped build numerous brands including Digene, Brufen, Santoor Soap,
Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Zee TV among others.
• Ambi Parameswaran is a versatile professional who has made his mark in a wide
array of fields including Advertising, building brands, writing, teaching, corporate
leadership and corporate governance.
• He now has seven books to his credit, his latest bestseller book "Nawabs Nudes
Noodles - India through 50 Years of Advertising" was rated as one of the 100 Most
Memorable Books of 2016.
• has conducted seminars and branding workshops for Indian/ MNC organizations and
industry bodies like CII, FICCI, AIMA et al.

29. News
• Xiaomi sells record five lakh TV this festive season
• Festive sales dip 40% in retail stores and footfalls down to 60%
• OnePlus takes TV offline to challenge Samsung, LG

30. Thank you