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
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
Characteristics of Strong. Successful
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
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
• Brand Associations-colors, taglines, images, fonts, uniforms,
signage, equipment, etc.
Branding Building Decisions
Brand Name Selection
• 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.
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
Brand management is the act of designing and
implementing marketing programs to build and
maintain brand equity.
The Role of a Brand or Product
Prepare Marketing Plan
Develop Copy, Programs, and Campaigns
Stimulate Sales and Distribution
New Branding Challenges
Brands are important as ever
Consumer need for simplification
Consumer need for risk reduction
Brand management is as difficult as ever
Decreased effectiveness of traditional marketing
tools and emergence of new marketing tools
Complex brand and product portfolios
I CONCLUDETHAT THIS BRANDING IS ALSO A
IMPORTANT FACTORTOA COMPANY FORTHEIR
PRODUCT IDENTIFICATIONANDTO SHOW UNIQUE
NESS FROM COMPETATOR PRODUCTS.