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Branding New 1
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Transcript

  • 1. BRANDING DEFINITION SIGNIFICANCE PURPOSE
  • 2. DEFINITION
  • 3.  
  • 4. Purpose
    • A BRAND can give five meaning
    • Attribute
    • Benefits
    • Values
    • Culture
    • Personality
    • User
  • 5. Significance
    • Associated with manufacturer
    • Associated with reliability, quality, need
    • Measure of Good will
    • Registered
    • Helps customer in decision making
    • Empowers product
    • Establishes distinct identity of product
  • 6. Characteristics of good brand
    • Protected legally
    • Easily pronounciable and memorable
    • Able to distinguish from the competitor
    • Meaningful
    • Suggests company or product image
  • 7. Branding Decisions Should a brand be developed for a product Who should sponsor the brand What names should be put on the products Brand No brand Manufacturer’s brand Private brand Individual brand Blanket family Company name
  • 8. Brand name decisions
    • Individual brand names: HUL, P&G
    • Blanket family: GE, Boeing 737, 777
    • Company name with individual product: Videocon, Bajaj.
  • 9. PACKAGING
    • All activities involved in designing and producing the container or wrapper of the product and putting the product in it.
  • 10. Significance and functions
    • Protects commodity until used
    • Reliability of the product
    • Minimizes handling cost
    • Helps customer in identifying the product
    • Effective selling tool
    • Carries necessary instructions
    • If reusable then appreciated by customer
  • 11. Labelling
    • The part of packaging that carries information about the product and seller.
    • Three types:
    • Brand label: brand + slogan
    • Grade label: brand +grade (in no. or alphabet)
    • Descriptive label: all information