1. Brand ManagementSession 3: Brand Development ProcessZeeshan Kingshuk HuqGuest Facultyzeeshan.huq@gmail.com

2. Quick Re-cap Brand is a promise Product is the system of delivering this promise Advertisement proposes and makes you believe thisdelivery of promise Brands build companies Brand Equity Consists of Loyalty Awareness Perceived Quality / Value Association Brand Manager the sole responsible for the brand 23/13/13/ZKH 3. BRAND DEVELOPMENT 33/13/13/ZKH 4. Chicken or Egg?What comes first:a Product, ora Brand?4 3/13/13/ZKH 5. Remember: Brand Position Statement Brand Name Brand Consumer Benefit Brand Personality Product / Range / Description Major Competitors Target Consumers Reasons to Believe the Benefit Packaging Advertising Property5 3/13/13/ZKH 6. 1. Choose a Product that you want to brand. Name it, position it, makea launch plan.2. Choose an idea that you want to brand. Make a product / offer,position it, sell it to us.CLASS ASSIGNMENT (GROUP) 63/13/13/ZKH 7. The New Brand Development Process Opportunity Identification and Selection Concept Generation Concept Evaluation Development Launch7 3/13/13/ZKH 8. QUESTIONS AND ANSWERS 83/13/13/ZKH