A short history of brands The word brand comes from the Old Norse brandr, meaning to burn, It was of course by burning that early man stamped ownership on his livestock, and with the development of trade buyers would use brands as a means of distinguishing between the cattle of one farmer and another. A farmer with a particularly good reputation for the quality of his animals would find his brand much sought after, while the brands of farmers with a lesser reputation were to be avoided or treated with caution. Thus the utility of brands as a guide to choice was established, a role that has remained unchanged to the present day.
BRAND It is 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 differentiate them from those of the competition.
TYPES OF BRAND BRAND MANUFACTURER’S PRIVATE LICENSED
BRAND NAME SELECTION <ul><li>COMPANY NAME </li></ul><ul><li>INDIVIDUAL NAME </li></ul><ul><li>SEPARATE BRAND FAMILY NAMES </li></ul><ul><li>COMBINATION OF COMPANY AND PRODUCT NAME </li></ul>
BRAND NAME CONSIDERATIONS : <ul><li>The name should be suggestive of some product benefit, Such as Fair & Lovely, No Marks, Fair Glow etc. </li></ul><ul><li>The name should be simple and easy to spell, pronounce, recognize, and remember, e.g., Short names like Lux, Surf, Tide, Vim etc. </li></ul>
<ul><li>The name should be suggestive of product or service category, such as Kleenex, Tatafone, First flight etc. </li></ul><ul><li>The name should be distinctive, such as Apple, Kodak, Sony etc. </li></ul><ul><li>The name should not resemble or suggest Negative associations in other languages and countries. </li></ul>
BRAND STRATEGY Restating a goal is not strategy, execution is not strategy, and tactics are not strategy. A brand cannot function without a strategy and the function of brand management is to implement brand strategy.
BRAND STRATEGY PRODUCT LINE RANGE ENDORSEMENT DOUBLE UMBRELLA