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Brands ppt
1. Name:- Shrutika M. Sant
Std:- T.Y.B.Sc (RM)
Roll No:- 55
Year:- 2014 – 2015
Submitted to:- Ms. Vrushali
Datar
2. Content
What is Brand and definition of Brand
Reasons for Branding
Psychology of Branding
Concepts
Types of Brand
Branding Strategies
References
3. Brand
A brand is a name, term, design or other feature that distinguishes one
seller's product from those of others.
Brands are used in business, marketing, and advertising.
Initially, livestock branding was adopted to differentiate one person's cattle
from another's by means of a distinctive symbol burned into the animal's
skin with a hot branding iron.
A modern example of a brand is Coca-Cola which belongs to the Coca-Cola
Company.
4. Reasons for branding
It helps the purchaser to identify the article that he is buying
Brands actually protect the buyer. As long as a buyer continues to purchase
branded articles he is protected as to standards of quality and to some extent
in the matter of price.
Brands protect their owners by giving them a certain measure of control over
the demand for the products.
Brand names is a necessary addition to any form of demand-creation activity
in which appeals to selective rather than to primary buying motives are
stressed.
The use of a brand name enables a manufacturer to add different products to
his lines.
5. Psychology of branding
The marketing researchers have studied the psychology of branding a product. They
have discovered the qualities a name should possess for greater effectiveness. They
include:
1. Associational value of a name
2. Memorizational value of a name
3. Descriptional value of a name
4. Repurchase value of a name
5. Motivational / promotional value of a name
6. Concepts
Effective branding can result in higher sales of not only one product, but of other
products associated with that brand.
Some peopledistinguish the psychological aspect (brand associations like thoughts,
feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become
linked to the brand) of a brand from the experiential aspect. The experiential aspect
consists of the sum of all points of contact with the brand and is knownas the brand
experience.
The art of creating and maintaining a brand is called brand management
Orientation of an entire organization towards its brand is called brand orientation.
Brand orientation develops in response to market intelligence.
A widely known brand is said to have "brand recognition". When brand recognition
builds up to a point where a brand enjoys a critical mass of positive sentiment in the
marketplace
7. Brand awareness
Brand awareness is a customers' ability to recall
and recognize the brand, the logo and the
advertisements. It helps the customers to
understand to which product or service category
the particular brand belongs and what products
and services sell under the brand name.
Various levels of brand awareness include:-
Top-of-Mind awareness: - Top-of-mind
awareness occurs when a brand pops into a
consumer's mind when asked to name brands in a
product category.
Aided awareness: - It occurs when consumers see
or read a list of brands, and express familiarity
with a particular brand only after they hear or see
it as a type of memory aide.
Strategic awareness: - It occurs when a brand is
not only top-of-mind to consumers, but also has
distinctive qualities which consumers perceive as
making it better than other brands in the
particular market.
8. Brand Elements
Name: The word or words used to identify a company, product, service, or concept.
Logo: the visual trademark that identifies a brand.
Tagline or Catchphrase: “Nokia – Connecting people” is associated with Nokia Mobile
Company.
Graphics: The "dynamic ribbon" is a trademarked part of Coca-Cola's brand.
Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are
trademarked elements of those brands.
Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
Sounds: A unique tune or set of notes can denote a brand. NBC's chimes provide a famous
example.
Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and
spices for fried chicken.
Movements: Lamborghini has trademarked the upward motion of its car doors.
10. Brand Name
The brand name is quite often used
interchangeably with "brand", although it
is more correctly used to specifically
denote written or spoken linguistic
elements of any product.
Relationship between trademarks and brand
11. Types of brand names
Brand names come in many styles. A few include:
Initialism: A name made of initials such, as UPS or IBM
Descriptive: Names that describe a product benefit or function, such as Whole
Foods or Toys R' Us
Alliteration and rhyme: Names that are fun to say and stick in the mind, such as
Reese's Pieces or Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image, such as Amazon
Neologisms: Completely made-up words, such as Wii or Häagen-Dazs.
Foreign word: Adoption of a word from another language, such as Volvo or
Samsung
Founders' names: Using the names of real people, (especially a founder's
name), such as Hewlett-Packard, Dell, Disney, Stussy or Mars
Geography: Many brands are named for regions and landmarks, such
as Cisco and Fuji Film
Personification: Many brands take their names from myths, such as Nike
Punny: Some brands create their name by using a silly pun, such as Lord of the
Fries, Wok on Water or Eggs Eggscetera
12.
13. Brand Identifier
Open Knowledge Foundation (OKFN) created in December 2013
the BSIN (Brand Standard Identification Number). BSIN is universal
and is used by the Open Product Data Working Group of the Open
Knowledge Foundation to assign a brand to a product. The OKFN Brand
repository is critical for the Open Data movement.
14. Brand Identity
The outward expression of a brand – including its name, trademark,
communications, and visual appearance – is brand identity.
The identity is assembled by the brand owner, it reflects how the
owner wants the consumer to perceive the brand – and by extension the
branded company, organization, product or service.
Brand identity is what the owner wants to communicate to its potential
consumers. For example, Visual Brand Identity
.
The visual brand identity manual for Mobil Oil one of the first visual identities to integrate
logotype, icon, alphabet, color palette, etc.
15. Brand Image
Brands are used for identification and for portraying images. Brand
image may be priceless. Brands do not have life cycle like products.
It pays to build strong brands by developing complex phenomenon that
gets developed over a period of time due to repeated exposures,
product use experience, word of mouth, competitive activity, and such
other factors.
16. Brand Trust
Brand trust is the basic 'believability' that any individual evokes.
In the commercial world, the intangible aspect of Brand trust impacts
the behavior and performance of its business stakeholders in many
intriguing ways.
It creates the foundation of a strong brand connect with all
stakeholders, converting simple awareness to strong commitment.
17. Brand Parity
Brand parity is the perception of the customers that some brands are
equivalent.
This means that shoppers will purchase within a group of accepted
brands rather than choosing one specific brand.
When brand parity is present, quality is often not a major concern
because consumers believe that only minor quality differences exist.
For Example:- Different types of washing powders available in the
market.
18. Types of Brands
A useful classification of brand is one, which divides them into manufacturers’
brands and distributors’ or so-called Private brands.
Derived Brands
Iconic Brand
Social Media Brand
Multi Brands
Multiple Brands for Same Product
Store Label Brands
Private Label
Blanket and Individual Brand
National Brand
Global Brand
FMCG Brand
Luxury Brand
19. Derived Brands
In this case the supplier of a key component, used by a number of
suppliers of the end-product, may wish to guarantee its own position
by promoting that component as a brand in its own right.
The most frequently quoted example is Intel, which positions itself in
the PC market with the slogan (and sticker) "Intel Inside".
20. Iconic Brands
Iconic brands are defined as having aspects that contribute to consumer's self-
expression and personal identity. Brands whose value to consumers comes
primarily from having identity value are said to be "identity brands".
Examples are: Apple, Nike and Harley Davidson.
Some of these brands have such a strong identity that they become more or less
cultural icons which makes them "iconic brands".
21. Social Media Brands
Social media brands may be the most evolved version of the brand form,
because they focus not on themselves but on their users.
In so doing, social media brands are debatably more captivating.
In that consumers are compelled to spend time with them, because the
time spent is in the meeting of fundamental human drivers related to
belonging and individualism.
For example: Facebook, Whatsapp, etc
22. Multi-brands
Alternatively, in a market that is fragmented amongst a number of brands a
supplier can choose deliberately to launch totally new brands in apparent
competition with its own existing strong brand (and often with identical product
characteristics)
The rationale is that having 3 out of 12 brands in such a market will give a greater
overall share than having 1 out of 10
This strategy is widely known as multi-brand strategy.
For Example, Procter & Gamble is a leading exponent of this philosophy,
running as many as ten detergent brands in the market. This also increases the
total number of "facings" it receives on supermarket shelves.
23. Multiple Brands for same product
Some manufacturers pursue a policy which involves establishing two or
more brands covering the same class of goods.
The most important reason for the use of multiple brands on the same
type of product is the desire to reach all or a no of segments.
For example, P&G marketed two brands of toothpaste (Gleem and
crest), several brands of packaged household soap detergents such as
Tide, Oxydol, Cheer, Duz, Dreft and Dash, Ariel etc. as well as multiple
brands for other specific types of products.
24. Store- Label Brands
Stores are differentiating themselves.
The objective is to use the brand images to lure shoppers away from just any store
and force them to travel to a destination store.
For example, The invasion of branded ready-mades during the eighties from
Reliance, Bombay Dyeing, and Raymond Woolen and casual wear labels like
Intershoppe and Weekender ensured that the store as brand-remain, building sub-
brands can earn premiums.
Since the retailer’s real objective is to increase margins, the shops are expanding
their product port-folios and creating sub-brands under the umbrella of the name
of the store.
25. Private Labels
Private label brands, also called own brands, or store brands have become
popular.
Where the retailer has a particularly strong identity (such as Shoppers stop,
Pantaloons, Big Bazaar in the merchandising sector)
This "own brand" may be able to compete against even the strongest brand
leaders, and may outperform those products that are not otherwise strongly
branded.
26. Blanket and Individual Brands
When a manufacturer produces two or more articles which are to be
branded, it becomes necessary to decide whether the same brand commonly
referred to as a “house” or “blanket” brand.
A blanket or house brand enables the buyer to identify all the products
bearing that mark aids in establishing consumer recognition
For example: Tang (owned by Mondelēz International )
27. National Brands
There are brands adopted and sponsored by manufacturers and are
commonly known as “Manufacturers” or “National” brands. The most
successful brand that have been adopted by manufacturers and pushed
aggressively has been generally advertised on national scale.
28. Global Brands
Brands which established their presence in a number of world markets
with diverse products, customer groups and management base rich in
international marketing experience.
For example, P&G quickly flooded the Bombay market with its pamper
brand of diapers to pre-empt the launch of Kimberly-Clark Lever Ltd.
29. FMCG Brands
FMCG (Fast Moving Consumer Goods) goods are popularly known as
consumer packaged goods.
Items in this category include all consumables (other than
groceries/pulses) people buy at regular intervals.
The most common in the list are toilet soaps, detergents, shampoos,
toothpaste, shaving products, shoe polish, packaged foodstuff, and
household accessories and extends to certain electronic goods.
The fast moving consumer goods (FMCG) segment is the fourth largest
sector in the Indian economy.
30. Some of the leading FMCG companies in the world
include
Colgate-Palmolive
Famous brands: Colgate toothpaste
Coca-Cola
Famous brands: Coca-Cola, Diet Coke, Fanta, Sprite
H. J. Heinz
Famous brands: Heinz Tomato Ketchup
Johnson & Johnson
Famous brands: Johnson's Baby, Neutrogena, Acuvue, Listerine oral care
L’Oreal
Famous brands: L'Oreal Paris, Garnier, Maybelline New York
Nestlé
Famous brands: Nestle Pure Life, Nescafe, Nesquik, Kit Kat
Procter & Gamble
Famous brands: Ariel, Gillette, Pampers, Olay, Duracell, Pantene
RB (Reckitt Benckiser)
Famous brands: Dettol/Lysol, Air Wick, Veet, Vanish
Unilever
Famous brands: Dove bodycare, Axe and Rexona, Fair & Lovely, Lakme,
Ponds, Vaseline
31. Luxury Brands
Luxury products which are not necessary but which tend to make life more pleasant for
the consumer.
In contrast with necessity goods, luxury goods are typically more costly and are
often bought by individuals that have a higher disposable income or greater
accumulated wealth than the average.
Luxury brands are often perceived as exclusive brands because they are unique.
Luxury brands are special and stand out.
They are connected with several characteristics, such as exclusivity, uniqueness, scarcity,
premium price, excellent quality, and aesthetics.
32. Top 10 Luxury Brands in India
Louis Vuitton: - Founded in France on the 19th century, Louis Vuitton sells clothing, handbags, jewelry, shoes, and watches.
Hermès: - Hermes is one of the grandest houses in the lexicon of luxury goods. Established in 1837 by Thierry Hermes as a
fine harness-making business and today world-renowned for its handcrafted, exceptionally desirable (and expensive) leather
goods, most notably its Kelly and Birkin handbags. The company has also become a major player in ready-to-wear fashion.
Gucci: - Having risen from $8,602 mn in 2012, a 48 per cent jump makes Gucci the second fastest growing brand on this list.
The House of Gucci sells Italian clothing and leather goods.
Prada: - The Prada brand was created in 1913 by Mr. Mario Prada and has since become one of the most prestigious and
widely-recognized brands in the fashion and luxury goods industries.
Rolex: - Rolex is the renowned name in the world of luxury wrist watches. It created the world's first waterproof watch in
1926. Some of the world's most famous athletes pitch Rolex watches including: Tiger Woods, Phil Mickelson, Roger Federer
and Lindsey Vonn.
Chanel: - Chanel is a privately held company. The company makes clothes, fragrances, handbags and watches. The brand is
most famous for its “little black dress”, the Chanel No. 5 perfume and the Chanel Suit.
Cartier: - This brand sells primarily watches and jewelry.
Burberry: - This is a British luxury brand that sells clothing and accessories, and is especially known for its trench coat.
Fendi: - Fendi is known for staying a step ahead of emerging trends. This company was founded in Italy and started out
selling leather and fur products. Now its line also includes watches, eyeglasses, and fragrances.
Coach: - This company specially known for its prestigious handbags.
35. Company Name
Often, especially in the industrial sector, it is just the company's name
which is promoted
This approach has not worked as well for General Motors, which recently
overhauled how its corporate brand relates to the product brands.
Exactly how the company name relates to product and services names is
known as brand architecture.
In this case a strong brand name (or company name) is made the vehicle for
a range of products
for example, Mercedes-Benz or Black & Decker or a range of subsidiary
brands such as Cadbury Dairy Milk
36. Individual Branding
Each brand has a separate name (such as Seven-Up, Kool-
Aid or Nivea Sun (Beiersdorf), which may compete against
other brands from the same company
For example, Persil, Omo, Surf and Lynx are all owned
by Unilever.
37. Attitude Branding
Attitude branding is the choice to represent a larger feeling, which is not
necessarily connected with the product or consumption of the product at all.
Marketing labeled as attitude branding include that of Nike, Starbucks, The
Body Shop, Safeway, and Apple Inc...
The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in
English were copied into matching Hebrew logos to maintain brand identity in
Israel.
38. “No-brand” Branding
Recently a number of companies have successfully pursued "no-brand" strategies by
creating packaging that imitates generic brand simplicity.
This no-brand strategy means that little is spent on advertisement or classical marketing
and it is attributed through the word-of-mouth, a simple shopping experience , etc.
"No brand" branding may be construed as a type of branding as the product is made
conspicuous through the absence of a brand name.
"Tapa Amarilla" or "Yellow Cap" in Venezuela during the 1980s is another good example
of no-brand strategy. It was simply recognized by the color of the cap of this cleaning
products company.
39. Destination Branding
Destination Branding is the work of cities, states, and other localities to promote to
themselves.
This work is designed to promote the location to tourists and drive additional
revenues into a tax base.
These activities are often undertaken by governments, but can also result from the
work of community associations.
The Destination Marketing Association International is the industry leading
organization.
40. Nation branding
Nation branding is a field of theory and practice which aims to measure, build
and manage the reputation of countries (closely related to place branding).
Some approaches applied, such as an increasing importance on the symbolic
value of products, have led countries to emphasize their distinctive
characteristics.
The branding and image of a nation-state "and the successful transference of
this image to its exports – is just as important as what they actually produce
and sell."
41. Crowd sourcing branding
These are brands that are created by "the public" for the business,
which is opposite to the traditional method where the business creates
a brand.
42. Multibranding
A company can engage in Multibranding, which involves giving each product a
distinct name.
Multibranding is a useful strategy when each brand is intended for a different
market segment.
For example, P&G makes Camay Soap for those concerned with soft skin and
safeguard for those who want deodorant protection.
43. Premium Branding
Premium Branding is the process of slotting a brand at the very top end
of the market where it commands the highest price from a small
segment among the consumers of that product category, by a high
mark up on production cost.
The premium of a brand is the value attached by consumers to
unknown benefits and quality attributed.
When this unknown becomes known the premium reduces.
44. Private Branding
A company uses private Branding often called Private labeling or reseller branding.
When it manufactures products but sells them under the brand name of a
wholesaler or retailer.
Private branding is popular because it typically produces high profit for
manufacturers and resellers.
For example, Rayovac, Paragon Trade brands, and Ralcorp Holding are major
suppliers of Private labels alkaline batteries, diapers, and grocery products
respectively.
Radio Shack, Sears, Wal-Mart and Kroger are large retailers that have their own
brand names.
45. Mixed Branding
A branding strategy where a firm markets products under its own name(s)
and that of a reseller because the segment attracted to the reseller is
different from its own market. Beauty and fragrance marketer Elizabeth
Arden is a case in this point.
The company sells its Elizabeth Arden brand through department stores
and a line of skin care products at Wal-Mart with the “Skinsimple” brand
name.
46. Individual and Organizational Brands
There are kinds of branding that treat individuals and organizations as the
products to be branded. Personal branding treats persons and their careers
as brands.
For example, Nation branding works with the perception and reputation of
countries as brands.
47. Brand extension and Brand dilution
The existing strong brand name can be used as a vehicle for new or
modified products; for example, many fashion and designer companies
extended brands into fragrances, shoes and accessories, home
textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.
For example, Mars extended its brand to ice cream, Caterpillar to
shoes and watches, Michelin to a restaurant
guide, Adidas and Puma to personal hygiene.
The risk of over-extension is brand dilution where the brand loses its
brand associations with a market segment, product area, or quality,
price or cachet/ prestige.
48. Introduction
Fairy Tail – “We have all you look for”
Meaning of fairy: A small imaginary being of human has magical powers,
especially a female one.
These fairy tail brand is only for young ladies. It includes all types of kurties
like traditional, western and formal kurties, etc.
Why I choose these logo?
These logo shows the sign of “Fairy Tail” which actually means the magical
lady with her tail, but here meaning of “Fairy Tail” is only related to magical
Lady. Hence I choose this logo for my brand.
How it’ s related to my product?
These logo is related to magical lady and the product which we are selling are
only for ladies . Hence it is related to my products.
52. Who are my competitors?
High profile Brands for Kurties:-
1)Biba
2)Global
3)Desi cotton
4)Rangamancha
5)Culture
6)109 degree
7)Globus
8)Zara
Shopping Websites
1)Amazon
2)Jabong
3)Snapdeal
4)Yepme
5)Filpkart
53. What are my brands unique selling point than other
companies?
Price Range: 189 - 899
Unique selling point of the brand are 100% Cotton, Maximum Variety
in kurties and Value for Money for its customers.
Fairy Tail is a brand with a difference.
Fairy Tail offers great variety of Formal long kurties, Designer kurties,
Embroidered cotton kurties ,Western Kurties and Casual Kurties and
more.
Fairy Tail believes in innovation and is at work to give its customers a
completely new product season after season
Fairy Tail promotes its sales by keeping various offers, discounts on
merchandise at Retail shop.
55. Conclusion
At the end I would like to conclude that for launching any
new brand or product in the market we need to make a
brand image, brand identity of the brand or product in the
customer’s mind by using different marketing media’s and
branding strategies. That help the customer to recognize
your brand and also give more revenue to the company.
