REPORT ON BRANDING

1. BRANDING &BRAND
STRATEGY
SUHAIL AHMED BARBHUIYA
AVINASH YADAV
AVISHEK DEBNATH

2. Branding
Branding—What’s in a Name?
According to legend, the practice of branding products
originated when an ancient ruler decided that
products should bear some sort of symbol so that, if
something should go wrong, buyers and the authorities
would know who was to blame.
Branding is the process of creating a strong, positive
perception of a company, its products or services in the
customer's mind by combining such elements as logo,
design, mission statement, and a consistent theme
throughout all marketing communications

3. IMPORTANCE & SCOPE OF BRANDING
IV
Identification
Trademark
Easy launching of new products
Customers influence demand of successful
brands
Customer loyalty
Competitive advantage
Cooperation from resellers
Helps in segmenting the market

4. Branding gives the seller advantages, brand
name makes it easier for the seller to process
orders and track down problems.
The seller’s brand name and trademark provide
legal protection of unique product features.
Branding gives the seller the opportunity to
attract a loyal and profitable set of customers.
Strong brands help build the corporate image,
and, distributors and retailers want brand
names.
BrandingDecision:ToBrandorNotto
Brand?

5. DIFFEREENT
BRAND STRATEGY

6. 02. VISION
03. VALUES
04. POSITIONING
05. PERSONALITY
06. VOICE
01. PURPOSE
07. TAGLINE

7. A better understanding of the
market
Helps identify the strategic
direction
Can have a big payoff
BRANDPURPOSE
The goal of a brand purpose is to define the greater work.
It is a short sentence describing the "WHY'' behind your work as a brand.
Why does your company exist? Why did you get out of bed this morning? And
Why should anyone care? Tesla is a great example of a purpose driven brand.
Tesla believes in clean sustainable energy and saving our planet.
As you can learn from this example, your purpose statement should be open for
future expansion.

8. STARBUCKS-VISION
The goal of a brand vision is to ensure that the
brand is navigated towards the right direction.
Starbucks thinks of the future position as a
business they want to be in: ''To be the premier
purveyor of the finest coffee in the world.''
If you have a clear vision of where your brand is
headed, then you can make meaningful
decisions along the way.
Thus you need to describe the future your
brand is ultimately working towards.

9. APPLE-BRANDVALUES
The goal of your brand's core values is to
ensure that you can create a culture and
driving force for what that brand stands for
in the world.
Therefore Apple Core Values are
Accesibility, Education, Environment,
Inclusion and Diversity, Supplier
Responsibility, Privacy,
If you’re a founder and you’re not clear
about what your brand stands for—how
can you expect others to know?

10. BRANDPOSITIONING
The goal of a brand's positioning is to find a differentiator and set
your brand apart from your competitors.
That way your audience can remember you for something you want
to be known for.
Amazon’s positioning statement is the following: “For consumers who
want to purchase a wide range of products online with quick delivery,
Amazon provides a one-stop online shopping site.

11. Harley—BrandPersonality
The goal of a brand’s personality is to give a
human-side to your brand.
That way your target audience can build a
lasting relationship with your brand as if it was
a person.
A brand you choose is often a vehicle to express
yourself. "Harley-Davidson has a macho,
rebellious, America-loving and a freedom-
seeking personality."

12. TIFFANY-BRANDVOICE
The goal of a brand's voice is to set the guidelines for
how you want your brand to sound to others.
It helps you develop a consistent way of conveying your
message to your audience.
People are willing to pay much more for a Tiffany
product than some equivalent without a Tiffany logo.
This means they pay for logo, design and the small blue
box that holds the jewelry. It wouldn’t be possible to sell
those often overpriced products without proper tone of
voice and messaging.

13. NIKE:BRANDTAGLINE
The goal of a brand’s tagline is to
convey the brand’s spirit in the
shortest way possible.
Nike’s positioning is perfectly
manifested to the outside world by
the their renowned tagline—“Just Do
It”
In just a few words, you’re expected
to grasp the vibe of your brand.

14. QUESTIONS
We will be happy to answer your questions