2. Definition of Brand
• In marketing, a brand is the symbolic
embodiment of all the information connected
with a product / service.
• According to AMA, “Brand is a name, term,
sign, symbol or design or a combination of
them which is intended to identify the
goods/services of one seller or a group of
sellers and to differentiate them from those of
competitors”.
3. Characteristics of good brand
1. Distinctiveness
2. Suggestiveness
3. Appropriateness
4. Easy to remember
5. Adaptable to new products
6. Registerable
4. Roles / functions of a Brand
1. To consumers
1. Identification of source of product
2. Assignment of responsibility to product-maker
3. Risk reducer
1. Functional risk
2. Physical risk
3. Financial risk
4. Social risk
5. Psychological risk
6. Time risk
6. …To consumers
4. Search cost reducer
5.Promise, Bond or deal with producer
6. Symbolic Device
7. Signal of Quality
– Product classified as
• Search goods
• Experience goods
• Credence goods
7. To manufacturers
1. Means of Identification to simplify Handling
Or tracing
2. Means of legally protecting unique features
3. Signal of quality level to satisfied customers
4. Means of endowing products with unique
association
5. Source of competitive advantage
6. Source of financial returns
8. Brand perspectives
There are 6 brand perspectives:
1. Visual & Verbal perspectives
2. Positioning perspectives
3. Value perspectives
1. Function / performance value
2. Expressive value
4. Brand image perspectives
5. Perceptual Appeal perspectives
6. Personality perspectives
