| p
: Name, term, sign, symbol, design

| p

: vocalizable part of the

brand
| p

: recognizable part of the
brand
| T

: legal protection given
because the brand is capable of exclusive
appropriation
 Jhat is a Brand?

The AMA defines a brand as ƠA name, term,

sign, symbol, or design, or combination of
them, intended to identify, the goods and
services of one seller or group of sellers and
to differentiate them from competition.ơ
 Building Brand Identity ƛ
Samsung
| Logo ƛ blue color, written in English, and
ƠSơ & ƠGơ partially break out of the oval to
connect the interior and the exterior.
| Slogan ƛ conveying Samsungƞs desire, and
the ƠAllơ in the slogan.
Six levels of meaning of Brand



 
 
 

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Brand-Name Selection
| Suggest something about the productƞs
benefits and qualities.
| Easy to pronounce, recognize, and remember,
e.g. Tide, Nirma, etc.
| Distinctive, e.g. Kodak, Oracle.
| Translate easily into foreign languages, e.g.
Exxon.
| Capable of registration and legal protection
Jhy do Brands matter?
| Brands serves as an identification of a
product for consumers.
| Serves to reduce the risks in product
decisions.
| Form deep relationships and bond with
customers.
| Act as a symbolic devices
| Brand provide legal protection to the
company.
Brand Equity
| Jhen a commodity becomes a brand, it
is said to have equity.
| The premium a brand can command in
the market
| The difference between the perceived
value and the intrinsic value
Brand Equity
| The positive differential effect that
knowing the brand name has on
customer response to the product or
service.
| Measure: the extent to which customers
are willing to pay more for the brand.
| Tide, Heinz º Ñ
 Coca Cola º
5
 Volvo º 4
.
| Brand valuation: Coca Cola - $7 billion
Microsoft - $65 billion IBM - $52 billion.
 Brand Equity
Five levels of Customer attitude
towards brand

 



 





    

    


 
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 Branding Decisions

 
 
 


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ackaging
| Includes the activities of designing and
producing the container for a product
| ackaging is done at three levels
- primary
- secondary
- shipping
Jhy ackage Crucial as a
Marketing Tool
| Self-service
| Consumer affluence
| Company & brand image
| Opportunity for innovation
ackaging
| Consumer ackaged Goods when the
packaging is designed to protect or contain
the product during shipping
| Eco-ackaging because package designers
must address environmental issues
| Offers communication cues that provide
consumers with a basis for making a
purchase decision
Designing packaging
| ackaging concepts
| Engineering tests
| Visual tests
| Dealer tests
| Consumer tests
| Environmental considerations
Labels
| Identification
| Grade classification
| Description of product
| Manufacturer identity
| Date of mfg., batch no.
| Instructions for use
| romotion
Labeling
Regulations differ by country regarding various
products
| Health warnings on tobacco products
| It is mandatory in India to carry red color round
dot on all packaged products that contain non
vegetarian ingredients, and a green colored dot on
pure vegetarian ingredients. It is mandatory to
print MR on all packaged products.
| European Union requires labels on all food
products that include ingredients from genetically
modified crops
roduct Jarranties
| Express Jarranty is a written guarantee
that assures the buyer is getting what
they paid for or provides a remedy in
case of a product failure. Jarranties
whether expressed or implied are
legally enforceable.
| Jarranties can be used as a
competitive tool