Frito-Lay Santitas bag design

Positioned to compete with small regional
chip makers with low price.

Technology Services logo design

Networking and Computer Services

 

 

Ice Mountain Flavored Water label designs

Private pricing for regional grocery stores.

 

CoolSeat motorcycle accessory package design

Designed for compact storage to carry and use
while motorcyle is parked in direct sun.

 

Spice line label designs

Designed to compete with national brands
with fun names to grab attention on the shelf.

Night light and drink holder package design

Motion detector turns light on a night for easy
access to water and bathroom runs.

Samosa Turnover frozen food

Part of a multi-product line of specialty
foods for ethnic market.

Children's learning tool

Meal plates designed for teaching alphabet
and numbers to very young children.

Jasper Foods cereal box

Part of a large cereal line that was developed
to give grocery store alternatives to the
national brands at a private label price point.

Speedship sales brochure

Software designed to streamline data
entry from sales to shipping.

 

Real Estate Brokers logo

Office real estate

 

Rockit Pop Energy Lollipops
point-of-purchase display shipper.

 

Christie Cookie Company ad

Gourmet cookies and cownies
for corporate gift giving.

DESIGN PORTFOLIO

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What Is Brand Management and Branding A Company Or Product?

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a 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 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 can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.

The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands. Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility.

Understand The Principles Of Good Brand Management For Long Brand Life

1. Be protected under Trademark law
2. Be easy to pronounce
3. Be easy to remember
4. Be easy to pronounce
5. Be easy to recognize
6. Be easy to translate into all languages in the markets where the brand will be used
7. Attract attention
8. Suggest product benefits or suggest usage
9. Suggest the company or product image
10. Distinguish the product's positioning relative to the competition
11. Be attractive
12. Stand out among a group of other brands.

Functions Of Good Brands For Consumers

1. Identification of source of product
2. Assignment of responsibility to product maker
3. Risk reducer
4. Search cost reducer
5. Symbolic device
6. Signal of quality
7. Show personality
8. Deliver its value qualitatively and quantitatively
9. Live up to consumer expectation

Functions Of Good Brands For Manufacturers

1. Means of identification to simplify handling and tracing
2. Means of legally protecting unique features
3. Signal of quality level to satisfied customers
4. Means of endowing products with unique associations
5. Source of competitive advantage
6. Source of financial returns.

Multiple Brands Within One Company Have Levels Of Architecture

The different brands owned by a company are related to each other via brand architecture. In "product brand architecture", the company supports many different product brands with each having its own name and style of expression while the company itself remains invisible to consumers. Procter & Gamble, considered by many to have created product branding, is a choice example with its many unrelated consumer brands such as Tide, Pampers, Abunda, Ivory and Pantene.

With "endorsed brand architecture", a mother brand is tied to product brands, such as The Courtyard Hotels (product brand name) by Marriott (mother brand name). Endorsed brands benefit from the standing of their mother brand and thus save a company some marketing expense by virtue promoting all the linked brands whenever the mother brand is advertising. This is most commonly referred to as "corporate branding". The mother brand is used and all products carry this name and all advertising speaks with the same voice.

Techniques Brands Use To Market In Different Categories

Companies sometimes want to reduce the number of brands that they market. This process is known as "Brand Rationalization." Some companies tend to create more brands and product variations within a brand than economies of scale would indicate. Sometimes, they will create a specific service or product brand for each market that they target. In the case of product branding, this may be to gain retail shelf space (and reduce the amount of shelf space allocated to competing brands). A company may decide to rationalize their portfolio of brands from time to time to gain production and marketing efficiency, or to rationalize a brand portfolio as part of corporate restructuring.

A recurring challenge for brand managers is to build a consistent brand while keeping its message fresh and relevant. An older brand identity may be misaligned to a redefined target market, a restated corporate vision statement, revisited mission statement or values of a company. Brand identities may also lose resonance with their target market through demographic evolution. Repositioning a brand (sometimes called rebranding), may cost some brand equity, and can confuse the target market, but ideally, a brand can be repositioned while retaining existing brand equity for leverage.

Brand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets. A product’s superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands. Brand Orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities”.

 

 

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