AN OVERVIEW TO

“ BRANDING ”
TOPIC-BRAND
 DEFINITION
 OBJECTIVES OF BRAND
 BRAND PRINCIPLES
 BRANDING STRATEGIES
 BRANDING APPROACHES
 TYPES OF BRANDS
 BRAND LICENSING AND MANAGEMENT
 BIBLIOGRAPHY
 CONCLUSION
BRAND
 The American Marketing Association (AMA)
defines a brand as a "name, term, sign,
symbol or design, or a combination of them
intended to identify the goods and services of
one seller or group of sellers and to
differentiate them from those of the
competetors.
 A brand is a name or trademark connected
with a product or producer.
EXAMPLES
 LG IS A BRAND
 IT IS A
CONSUMER
ELECTRONICS
PRODUCER
 TATA IS
MULTIPRODUCTS
AND SERVICES
PRODUCER
Objectives of Brand
 Delivers the message clearly
 Confirms your credibility
 Connects your target prospects
emotionally
 Motivates the buyer
 Concretes User Loyalty
BRAND PRINCIPLES

 A good brand name should:

 be protected (or at least protect able) under trademark
law.
 be easy to pronounce.
 be easy to remember.
 be easy to recognize.
 be easy to translate into all languages in the markets
where the brand will be used.
 attract attention.
 suggest product benefits or suggest usage (note the
tradeoff with strong trademark protection.)
 suggest the company or product image.
 be attractive.
 stand out among a group of other brands.
What Is Branding?
 Branding is when that idea or image
is marketed so that it is recognizable
by more and more people, and
identified with a certain service or
product when there are many other
companies offering the same service
or product.
 Branding is not about getting your
target market to choose you over
the competition,
BRANDING STRATEGIES
 Branding is everything you do
that creates an impression of
your business in the minds of
others. Good branding is deliberate
 Branding creates a “memory hook”
for your customers to quickly recall
you and your business as the ones
to call. It is a shortcut
Continue…………..
 Branding is also a way to build an important
company asset, which is a good reputation.
 Branding can help change that. Branding can
build an expectation about the company
services or products, and can encourage the
company to maintain that expectation, or
exceed them, bringing better products and
services to the market place.
Branding approaches

 Brand design
 Brand Extension
 Brand Loyalty
 Brand Engagement
 Brand Aversion
 Brand Parity
Brand Design

 Brand design is about designing the customer's

experience with the brand. That means from
beginning to end, the customer gets an image of
your company and products that is value
oriented.
 Brand designers can add to or expand the client's
understanding and appreciation for brand design
by demonstrating how the brand design connects
with customers, how the brand projects the right
image, and how it conveys the right information
about product benefits.
Brand extension
 Brand Extension is nothing but
introduce a new product in the
market. Example TATA, Mahindra &
Mahindra
 TATA DOCOMO was introduced
recently
 Mahindra was introduced scooties in
the market first time
Brand loyalty
 Consists of a consumer's commitment to
repurchase or otherwise continue using the
brand and can be demonstrated by repeated
buying of a product or service
 For example, if Joe has brand loyalty to
Company A he will purchase Company A's
products even if Company B's are cheaper
and/or of a higher quality.
Brand Engagement
 Brand Engagement is a term
loosely used to describe the process
of forming an attachment
(emotional and rational) between a
person and a brand.
Brand aversion
 Brand aversion is an antonym of
brand loyalty. It is when a
consumer experiences distrust or a
disliking of products from a
particular brand based on past
experiences with that brand and its
products, similar to taste aversion.
Brand Parity

 Brand parity is the perception of the

customers that all brands are
equivalent.
Types of brands
 Corporate branding
 Family branding
 Individual branding
 Private branding
 Co-branding
 “No-brand” branding
Types of brands
Corporate Branding
 When a company's name is used as a
product brand name, this is referred to as
corporate branding. Example:Samsung
Family Branding
 When one brand name is used for several
related products, this is referred to as
family branding. Example:Hindustan Uni
Lever limited
Continue…………
Individual Branding.
 When all a company's products are
given different brand names, this is
referred to as individual branding
.Example:Idea,Airtel
Private Branding
 When large retailers buy products in
bulk from manufacturers and put their
own brand name on them, this is
called private branding Example:
Continue………….
Co-Branding
 When different brands work together to
market their products, this is referred to
as "co-branding" Example:TATA DOCOMO
“No-brand" branding
 Recently a number of companies have
successfully pursued "No-Brand"
strategies, Examples of the Japanese
company Muji, which means "No
label" in English
Brand Licensing Management
Brand Licensing
 When a company sells the rights to use a
brand name to another company for use on a
non-competing product or in another
geographical area, this is referred to as
“brand licensing”. Example:Maruthi-Suzuki
Brand Management
 The art of creating and maintaining a brand is
called Brand management.
Bibliography

 Birkin, Michael (1994). "Assessing Brand Value," in Brand

Power. ISBN 0-8147-7965-4
 Gregory, James (2003). Best of Branding.
ISBN 0-07-140329-9
 Klein, Naomi (2000) No logo, Canada: Random House,
ISBN 0-676-97282-9
 Fan, Y. (2002) “The National Image of Global Brands”,
Journal of Brand Management,
 Kotler, Philip and Pfoertsch, Waldemar (2006). B2B Brand
Management, ISBN 3-540-25360-2.
 Miller & Muir (2004). The Business of Brands,
ISBN 0-470-86259-9.
 Olins, Wally (2003). On Brand, London: Thames and
Hudson, ISBN 0-500-51145-4.
 Conclusion
 Branding is the fastest way to
communicate authentically who you
are and establish a relationship with
clients by building trust over time.
 Branding Builds Trust
Trust Makes It Easier
To Decide To Buy
 Your potential clients learn a great
deal about you from you looking at
your brand.
THANK YOU