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    Branding Branding Presentation Transcript

    • BRANDING – Necessity for MSME Presented by M.SIVASUBRAMANIAN
    • Meaning of Branding
      • Brands are a means of differentiating a company’s products and services from those of its competitors.
      • A brand is not:
      • a product
      • a company
      • a logo
      • :
      • A Brand is
      • a promise
      • an experience
      • a relationship
    • Definition of Branding
      • “ A brand is a name, term, sign, symbol, or design, or a combination of these that identifies the maker or seller of a product or services.”
      • -Phillip Kotler
    • Need for BRANDING
      • To convey that you are established.
      • To attract more clients.
      • To increase your credibility.
      • To be more memorable.
      • To stand out in your field.
      • To give clients a sense of stability.
    • Benefits of Branding
      • Memorability
      • Loyalty.
      • Familiarity.
      • Premium price.
      • Creation of Goodwill
      • Lower marketing expenses.
      • For consumers, less risk.
    • An Effective Brand Name
        • Is easy to pronounce
        • Is easy to recognize and remember
        • Is short, distinctive, and unique
        • Has a positive connotation
        • Reinforces the product image
        • Is legally protectable
    • Types of Brand
      • There are two main types of brand – manufacturer brands and own-label brands.
      • Manufacturer brands
      • Private label brand
    • Examples
      • Colgate Protection
      • Lux Glamour
      • Axe Sexual Attraction
      • Gillette Quality
    • Why Is It Necessary?
      • Competition
      • Differentiation
      • Enables decision-making by prospective consumer
      • Pricing
    • MSME
      • Micro Medium Small Enterprise
    • Why Branding is Necessity for MSME
      • For a business to flourish, it is more than necessary to have a reputation in the market
      • Reputation calls for publicity and a BRAND is one of the most critical tools for this purpose
    • Why Branding is Necessity for MSME
      • Besides your product or services, it is your BRAND that leaves an imprint on people’s minds and touches their hearts
      • An expressive BRAND makes people turn their heads and open their eyes.
    • MSME
      • A small business, even a sole proprietorship, cannot survive without branding.
      • The idea that the brand must be just a website or logo is incorrect.
      • The brand can be the business name, or, in the case of a sole proprietor, even the name of the owner
    • MacDonald
      • Have you ever wondered that the ‘M’ for MacDonald is displayed individually at prominent places and everyone easily identifies it!
    • MacDonald
      • People relate the big Yellow M with MacDonald’s burgers as soon as they see it anywhere.
    • Conclusion
      • Effective branding and value creation continue to represent the cornerstone of every successful company. In today’s increasingly competitive marketplace for services, retaining a customer’s loyalty is critical. This puts more emphasis on the need for effective total brand management.
    • Reference
      • http://www.businesslink.gov.uk
      • http://www.powerbandgraphics.com
      • www.authorstream.com
      • Marketing management – Philip Kotler