Brand management

(1) 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. Marketers see a brand as 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. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price.

(2) A good brand name should:

• be legally protectable

• be easy to pronounce

• be easy to remember

• be easy to recognize

• attract attention

• suggest product benefits (eg.: Easy off) or suggest usage

• suggest the company or product image

• distinguish the product’s positioning relative to the competition

(3) Brand rationalization refers to reducing the number of brands marketed by a company. Companies tend to create more brands and product variations within a brand than economies of scale suggest they should. Frequently they will create a specific product or brand for each market that they target. They also do this to gain precious retail shelf space (and also reduce the amount of shelf space allocated to competing brands). But this can be a very inefficient strategy so a company may decide to rationalize their portfolio of brands from time to time. They may also decide to rationalize their brand portfolio as part of an overall corporate downsizing.

(4) There are several problems associated with setting objectives for a brand or product category.

• Many brand managers limit themselves to setting financial objectives. They ignore strategic objectives because they feel this is the responsibility of a senior management.

• Most product level or brand managers limit themselves to setting short-term objectives because their compensation packages are designed to reward short term behavior. Short-term objectives should be seen as milestones towards long-term objectives.

• Often product level managers are not given enough information to construct strategic objectives.

• In a diversified company, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regard to the trade-off between stability and riskiness (see Theory-4 Point below). The brand manager also needs to know senior managements harvesting strategy. If corporate management intends to invest in brand equity and take a long term position in the market (for penetration and growth strategy: see the next unit), it would be a mistake for the product manager to use short-term cash flow objectives (for price skimming strategy: see the next unit). Only when these conflicts and tradeoffs are made explicit, is it possible for all levels of objectives to fit together in a coherent and mutually supportive manner.

►Question/Answer session:

1. What is brand management? What is the core of brand management?

2. What are the main features of a good brand?

3. How can companies benefit from brand rationalization?

4. What are the problems associated with setting objectives for a brand or a product category?

►Summarize the content of the text.

‘PUZZLE-4’ POINT

►Fill in the table with various examples of real product or service reflecting the different levels of brand meaning. Choose one brand for one filling.

Meaning	Description	Example
Attributes	A brand brings to mind certain attributes.
Benefits	Attributes must be translated into functional and emotional benefits.
Values	The brand says something about the producer’s values.
Culture	The brand may represent a certain culture.
Personality	The brand can project a certain personality.
User	The brand suggests the kind of customer who buys or uses the product.

‘THEORY-4’ POINT