One of the most valuable intangible assets of a firm is its Brand and it is incumbent on marketing to properly manage their value.

1. WHAT IS A BRAND AND HOW DOES BRANDING WORK?

2. What is a Brand?

3. A brand is a name, term, sign, symbol,
design or some combination of these
elements,
intended to identify the goods and services
of one seller or group of sellers and to
differentiate them from those of competitors

4. During medieval period in Europe,
craftsman used to put trademarks on their guilds
to protect themselves and their customers
against inferior quality

5. In fine arts, branding began
with artists signing their works

6. How does Branding works?

7. The Role of

8. Brands identify the source or maker of a
product and allow consumers to assign
responsibility for its performance to a
particular manufacturer or distributor

9. • Brands simplify product handling.
• Brands offers the firm legal protection
for unique features of the product.

10. • Brand signals a certain level of quality
so that satisfied buyers can easily choose
the product again.
• Branding can be a powerful means to
secure competitive advantage.

12. The Scope of

13. Branding is endowing products and
services
with the power of a brand.

14. Marketers can apply branding virtually
anywhere a consumer has a choice.
It is possible to brand a physical good,
a service, a store, a person, a place,
an organization or an idea.

15. The key to Branding is
that consumer
perceive
differences among
brands
in a product

16. Is also registered as a Brand with the
Government of India’s Trademark Regi
Kerala: God’s Own Country

18. Presentation created by-
Rohit, NSIT Delhi
During an internship by-
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com