Brand Building and Management
                     Brand Building and Management
What is Brand Building?
Brand Building is generating awareness, establishing 
and promoting company using strategies and tactics. In 
other words brand building is enhancing brand equity 
using advertising campaigns and promotional strategies.
Source: www.mbaskool.com
Importance of Brand Building
Brand building can be initiated with a well thought 
brand identity which can help create a strong brand 
image which goes a long way in consolidating the 
brand.
Source: www.mbaskool.com
Product brand
A physical product or items or goods are a product 
brand. Brand building is ensuring a good quality product 
is given to the customer along with good brand 
visibility, packaging, warranty etc. 
All these cumulatively help in brand building. Example 
of product brands are Adidas, Rolex etc
Source: www.mbaskool.com
Service Brand
A non-tangible offering is a service brand like telecom 
service, ecommerce etc. In this case, brand building is 
most dependent on the experience that a customer 
gets. Example of service brands are McDonald’s, 
Starbucks etc
Source: www.mbaskool.com
Retail Brand
Retail brands are a combination of service & product 
i.e. products are sold through a service offering. 
Hence brand building has to ensure good customer 
experience as well as high quality products. Example of 
retail brands are Tesco, Walmart etc.
Source: www.mbaskool.com
Process of Brand Building
There is no definite way of brand building. Brand 
building requires innovation, creativity, correct value 
proposition, constant monitoring & ensuring good 
customer experience.
Source: www.mbaskool.com
Describe your brand
The first step of brand building is to describe the 
brand. This can be done through product description, 
packaging, logos etc. The way a brand is defined builds 
the brand equity and forms the foundation of the 
customer perception.
Source: www.mbaskool.com
 Brand Differentiation & Positioning
Once a product or service is created, it is critical that 
the brand is differentiated from its competition with 
some unique value. Also, positioning the brand 
correctly is an essential element of brand building.
Source: www.mbaskool.com
Brand Promotion
Advertising & promoting the brand using TVCs, social 
media, print ads, online advertising etc is one of the 
most important pillars of brand building as it helps in 
creating brand awareness. 
Source: www.mbaskool.com
Personalise the Brand
Brand building can be effective is a customer feels 
connected to it. Hence giving a personal touch to the 
customer, through innovation and customization can 
help building a stronger perception in the mind of the 
customer.
Source: www.mbaskool.com