Brand Management Concepts Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Brand Management Concepts Case Solution

Brand Management- the Functional side of the Brand

It is very difficult and complex to define the factors and elements that build a great brand, the factors that distinguish a product from grandfather factors that create and drive brand loyalty. Under the light of the “brand onion- the crying game “Since managing a brand is not supported by the proper guideline.Hence, managing a brand is a trial and error procedure that requires great effort and energy of the brand managers to sustain the brand and distinguish itself from another brand.In doing so, a lot of research and theories been proposed as brand as a personality and that brand value is created through emotional bond- (that creates top of mind) which now has shifted towards functionality.Because it is regarded as the only reason why a consumer would but the brand A rather Brand B.

Since the competition is rising and many products are entering the same market, it has become completely inevitable, that the competitive advantage of a brand cannot sustain. The features and factors that make up a brand unique,dilute when any other brand with similar features and brand image enter the market. Phenomenological away the loyalty of the customer because of the lack of ability to distinguishes and differentiate the two similar brand that propagates same message and image.

The probability that one brand will perform the same as the other are rare, infarction. Every brand and every organization have certain competitive advantage which the other player cannot copy. Now customers, even in niche markets look for value and features that are real in mind and ethereal world. Though the emotional bonding does not create any purchases, yet it helps the brand to make a place in the mind of the customer which will help the maintainability unconscious place in consumer mind but that place does not turn the consumer into loyal customer and does not merely guarantee the repeat purchase.

Moreover it is also seen and can be said that since many brands are entering the market, which offers close features, the uniqueness of the brand has diluted and if brands want to create a realistic relation with the customer, they have to create a real tangible impression on customers. In the article “Your brand is a software not a person “the reason why should they purchase your brand over other is proposed.In doing so, according to the article, brands are now alive. We believe that it is somehow true, that this is the only factor that could guarantee the repeat purchase and loyalty of the customer. If consumer scan connect and associate themselves with certain brand features and the ease it offers, the probability of repeat purchase and loyalty may remain high and the impact of competitor on the consumer may reduce.For example, Dove, establishes an emotional association with an inclusion of functionality of “soft skin” with the users through showing testimonials of real beings, hence creates logical and rationale bond with customers.

In Brand Management, the loyalty of the customer is not confined to any segment, a middle tier segment may buy a luxury product if the value depicted through it associates and resonates with the needs of the consumers thus functionality.Today marketing has become vast and there are no particularization which a brand manager can deduce the elements which could make the customer stick by the brand but Functionality and logical adherence.

In these circumstances, the value and association that brand propagates are far more important than the shape color or physical layout of the brand.The mind consideration has a strong impact on the buying and-purchasing of the customer than the physical consideration.Though the conveniences also a part of building a brand, the mental consideration plays afar greater role which focuses on the attributes and features a brand offers in a rationale way.

Brand Management Concepts Harvard Case Solution & Analysis

Consumers tend to make fast decisions to buy the brands in metaphysical vicinity. The new trend of managing the brand is managing the image of the product in the mind of the customer regarding features and functionality.Rather than working on physical availability.The trend also posts the threat to shelf spacing and visibility approach of marketing.Under such scenario, the brand may require being more focused on functionality of the brand in mind rather than managing the visibility and emotional connection to the brand.This approachable more loyal customers and resonate with the branding strategies of the companies that are required to match the market of today..............

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Brand Management Concepts Harvard Case Solution & Analysis