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Branding

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  • 1. Presented by: B.SAI KIRAN (12NA1E0036) BRANDING
  • 2.  A brand is any name, design, style, words or symbols, singly or in combination that distinguish one product from another in the eyes of the customer.  Brands are used by people to establish their status far more than religion or political party. • An important element of the tangible product. • In consumer markets can link items within a product line. • Can help in the development of a new product. • Creates and communicates a three dimensional character of a product that is not easily duplicated by competitors. Branding
  • 3. Role and Significance of Brands  A major asset of the Firm They are valuable, renewable and lasting assets, capable of working for their firms for generations. Example Coca Cola, Microsoft, IBM, Mc Donalds….  Brand Represents the value Delivered to the customers Brand is a valuable asset to the firm Builds customer patronage and trust Secures customers life time loyalty It becomes his sole choice  Brand offers Strategic Leverage to the firm
  • 4. Characteristics of Strong. Successful Brands  The brand drives shareholders value  It is fully integrated part of the organization as a whole, aligned around multiple touch points  It can be valued in financial terms  It can be bought and sold as an asset  Customers are willing to pay a substantial and consistent price premium for it  Customers associate strongly with a brand  Customers are loyal to a brand  It is fiercely and proactively protected by the company
  • 5. Key Branding Elements • Brand Name-name, tagline, logo • Brand Position-description of your organization • Brand Promise-The single most important thing your organization promises to deliver every time • Brand Personality-what you want your brand to be known for (fun, serious,magical,forceful,imaginative, etc.) • BrandTone-edgy, humorous, conservative, subtle • Brand Story-Your organizational history and how it adds value to the brand, highlights how your products and services grew from that background and how your methodology impacts what you offer • Brand Associations-colors, taglines, images, fonts, uniforms, signage, equipment, etc.
  • 6. Branding Building Decisions Brand Positioning Attributes Benefits Beliefs andValues Brand Name Selection Selection Protection Brand Sponsorship Manufacturer’s Brand Private Brand Licensing Co-branding Brand Development Line extensions Brand Extensions Multibrands New Brands
  • 7. Branding terms • Brand name - word or illustration that distinguishes one seller’s goods from another. • Trade name - the legal name of an organisation, which may or may not relate directly to the branding of its products. • Trade mark - brand name, symbol, or logo which is registered and protected for the owner’s sole use. • Brand mark - the element of the visual brand identity that does not consist of words but design and symbols.
  • 8. Benefits of branding
  • 9. Branding Strategies  Product Branding Strategy Focusing on product concept e.g. HLL P&G,ITC  Line Branding strategy,focussing on complimentary benefits or features e.g. Lakme  Range Branding Strategy, Expanding your expertise like Dabur , Himalaya  Umbrella Branding strategy. All products are positioned under one single brand. E.g tat Birla etc.  Double branding strategy; Combination of umbrella branding and product branding e.g Tata Indica,Bajaj Pulsar,etc. 9
  • 10. Brand Management  Brand management is the act of designing and implementing marketing programs to build and maintain brand equity.  Product  Price  Distribution  Communications
  • 11. The Role of a Brand or Product Manager  Prepare Marketing Plan  Develop Copy, Programs, and Campaigns  Stimulate Sales and Distribution  Market Intelligence  Product Improvements
  • 12. 12 New Branding Challenges  Brands are important as ever  Consumer need for simplification  Consumer need for risk reduction  Brand management is as difficult as ever  consumers  Increased competition  Decreased effectiveness of traditional marketing tools and emergence of new marketing tools  Complex brand and product portfolios
  • 13. CONCLUSION:  I CONCLUDETHAT THIS BRANDING IS ALSO A IMPORTANT FACTORTOA COMPANY FORTHEIR PRODUCT IDENTIFICATIONANDTO SHOW UNIQUE NESS FROM COMPETATOR PRODUCTS.
  • 14. THANK YOU

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