1. BRANDING OF SERVICES DR K V PRABHAKAR

3. Major Branding Decisions

4. Four Brand Strategies Line Extension Dannon Yogurt Flavors Multibrands Seiko Lasalle & Pulsar Brand Extension Barbie Electronics New Brands Windex (by acquisition) Brand Name Existing New Product Category Existing New

6. Who Does the Branding? Brand Choices ? ? ? ? Manufacturer

7. Who Does the Branding? Brand Choices Manufacturer ? ? ? ? Dealer

8. Who Does the Branding? Brand Choices Manufacturer Dealer ? ? ? ? Generic

9. Type of Brand Brand Choices ? ? ? ? Family Brand

10. Brand Choices Family Brand ? ? ? ? Type of Brand Individual Brand

11. Brand Choices ? ? ? ? Type of Brand Family Brand Individual Brand Licensed

13. International Brands

17. Conditions Favorable to Building Brand Familiarity Seven Conditions Favorable to Successful Branding

18. Conditions Favorable to Building Brand Familiarity 1. Easy to identify by brand or trademark 2. Quality is best value for the price 3. Dependable and wide-spread availability 4. Demand for general product class is large 5. Demand supports price needed to support brand Seven Conditions Favorable to Successful Branding 6. Economies of scale possible 7. Favorable shelf locations possible

19. Levels of Brand Familiarity Rejection Non-recognition Recognition Preference Change Position Increase Awareness Continue Education Maintain Availability Focus: Focus: Focus: Focus : Insistence Develop High Brand Equity Focus :