Without expensive advertising, you can deliver a message through your well-designed brand.customize your brand according to the needs of your customer base, you will be well on your way to the success you crave for your business.feel a connection with—and even a loyalty to—your favorite brands.
1. BRANDING DECISIONS
BY: YUVRAJ MAHESHWARI
• The topic of branding has been attracting increasing
attention and interest in the hypercompetitive
• Increasing competitive pressures have made loyalty and
thus, profitability important goals for practitioners.
• Branding is the personality endorsement of a Brand
that identifies a product, service or company.
• Branding lets the people to distinguish the products on
psychological aspect, brand associations like thoughts,
feelings, perceptions, attitudes, and so on that people
become linked to the brand.
3. WHY BRANDING
• Deliver Your Message Clearly
• Helps the companies to charge more for the services
• Proper branding can result in higher sales.
• Create Business Credibility.
• Connect the Customer to the Product.
• Motivate the Buyer.
• Concretes User Loyalty.
4. Service Branding
As well said by certain researchers
the service branding is more critical
than the goods branding.
5. IMPORTANCE OF BRANDING IN CASE
• It relates to ``Tangibilizing the Intangible’’ & hold the
key to Services Marketing.
• Branding a service can help consumers by helping to
assure them of a uniform level of service quality.
• The characteristics that consumers can determine and
evaluate prior to purchase. Due to the unique
characteristics of services, consumers have a difficult
time evaluating the content and quality of a service
prior to, during, and after the consumption of the
6. • The relative lack of search attributes in the vast
majority of services makes the purchase task more
complex and riskier than for goods.
• Consumers typically use a risk-reduction technique in
• Branding aids the service provider by elevating the
service above the commodity level to differentiate the
service relative to competing brands.
• Consumers rely heavily on extrinsic cues, such as brand
names, in their evaluation of products prior to purchase.
7. The Four I’s of Services
They cannot be held, touched, or seen before
the purchase decision.
Difficult for consumers to evaluate as they
tend to be a performance rather than an
Marketers need to make services tangible or
show their benefits.
8. The Four I’s of Services
Services depend on the people who provide them
– their quality varies with each person's
and day-to-day performance.
More of a problem with services than with
tangible goods – problems can be reduced
9. The Four I’s of Services
Consumers cannot (and do not) separate the deliverer
of the service from the service itself.
The amount of interaction between the consumer and
the service provider depends on the extent to
which the consumer must be present to receive
Some services, such as banking, can now be
delivered electronically, often requiring no faceto-face consumer interaction and therefore a
more consistent experience.
10. The Four I’s of Services
Inventory problems exist with goods because many
items are perishable and there are costs
associated with its handling.
With services, inventory costs are more subjective
and are related to idle production capacity (the
service provider is available but there is no
The inventory cost of a service is the cost of the
person used to provide the service along with any
11. IMPACT OF SERVICE BRANDING ON
FOUR I’s OF SERVICES
• Quality Assurance
• Inventory Management
12. Service Quality Assurance
• Service quality is a comparison of expectations
High service quality will meet customer needs
whilst remaining economically competitive.
• Improved service quality may increase economic
13. • Service quality is an achievement in customer
• Customers form service expectations from past
experiences, word of mouth and advertisement.
• Customers compare perceived service with expected
service in which if the former falls short of the latter
the customers are disappointed.
For example:- in the case of TAJ Hotels, Resorts and
Palaces, wherein TAJ remaining the old world, luxury brand
in the five-star category, the umbrella branding was diluting
the image of the TAJ brand because although the different
hotels such as Vivanta by Taj- the four star
category, Gateway in the three star category and Ginger the
two star economy brand, were positioned and categorised
differently, customers still expected the high quality of TAJ
from all their properties.
• A warranty is your promise, as a manufacturer
or seller, to stand behind your product. It is a
statement about the integrity of your product
and about your commitment to correct
problems when your product fails.
• There are two types of warranties:> Implied warranty
> Express Warranty
15. Implied Warranties
Implied warranties are unspoken, unwritten
promises, created by state law, that go from
you, as a seller or merchant, to your
customers. Implied warranties are based upon
the common law principle of "fair value for
money spent," There are two types of implied
warranties that occur in consumer product
transactions. They are the implied warranty of
merchantability and the implied warranty of
fitness for a particular purpose.
16. Express Warranties
Express warranties can take a variety of forms,
ranging from advertising claims to formal
certificates. An express warranty can be made
either orally or in writing. While oral
warranties are important, only written
warranties on consumer products are covered
by the Magnuson-Moss Warranty Act. (The
Magnuson-Moss Warranty Act is the federal law that
governs consumer product warranties).
17. What Your Warranty Should Include
A written warranty must contain certain basic
information about its coverage. Your warranty must
include information about:
What parts of the product or what types of problems the
warranty covers (and, if necessary for clarity, what
parts or problems it does not cover);
What the period of coverage is;
What you will do to correct problems (and, if necessary
for clarity, what you will not do);
How the customer can get warranty service; and
How state law may affect certain provisions of the
18. What Your Warranty Should Not Include
• Promotional statements, instructions to service
• Extraneous material in a warranty may confuse
customers about the purpose of the document.
19. How to Determine Whether Your
Warranty is "Full" or "Limited”
• Determining whether your warranty is a "full" or
"limited" warranty is not difficult. Basically, if each of
the following five statements is true about your
warrant's terms and conditions, your warranty is a full
• You will provide warranty service to anyone who
owns your product during the warranty period.
• You will provide warranty service free of any charge,
including such costs as returning the product or
removing or reinstalling the product when necessary.
20. • You will provide, at the consumer's choice, either a
replacement or a full refund if you are unable, after a
reasonable number of tries, to repair your product.
• You will provide warranty service without requiring
that consumer return a warranty registration card.
• You will not limit the duration of implied warranties.
If any of these statements Is not true, then
your warranty is limited.
21. • Why the product will not fail.
• The actions taken by the customer if the