Branding is the process of giving a product an identity through a name, symbol or mark that differentiates it from competitors. A brand acts as a means of communication that establishes an image, value and personality for a product. It is essential for manufacturers as it creates an asset, enables promotion and advertising, and helps customers easily identify products they prefer. While branding provides advantages like better quality, price stability and responsibility, it also carries risks such as negative impacts on brand image if the product fails or customers unwillingness to pay premium prices. Overall, branding decides the survival of organizations as products need a strong brand identity to progress through the stages from introduction to maturity in the market.

1. BRANDING

4. A brand is a symbol, a mark, a
name that acts as a means of
communication which brings
about an identity of a given
product.
Brand is product image, brand
is value, and it is personality.
The process of term Brand is
called as Branding. It is like
giving name, identity to a new
born baby. Here new born baby
is nothing but a new product.

6. “Brand is comprehensive, encompassing other
narrow terms. A brand is name or mark
intended to identify the product of one seller
or group of sellers & differentiate the product
from competing products.”
- W.J. Stanton, M.J. Etzel, B.J. Walker

8. Products are children of manufacturers,
unlike human children, products are not
brought into world by accidents.

11. Founded – 1868, 148 years ago
Founder – Jamshedji Tata
Head Quarters – Mumbai
Chairman – Cyrus Pallonji Mistry
Total Business Sectors – 14
Total Products & Services – 141
Area Covered - India

13. Founded - 1996
Founder – Dhirubai Ambani
Business Sectors – 7
Area – Worldwide
Head Quarters - Mumbai

15. Products – Herbal Medicines
Slogan – WELLNESS SINCE 1930
Head Quarters – Bangalore
Founder – M. Manal

16. Founder – Ghanashyam Das Birla
Founded – 1857, 159 years ago
Area – Worldwide
Sectors - 13
Head Quarters - Mumbai

18. STATUS-
STATUS OF A PERSON CAN
BE MEASURED BY HIS
LIFESTYLE, PERSONALITY &
IDENTITY.

20. PROFIT MOTIVE

21. Producer always thinks about
Profit.
Brand name is essential to earn
& increase the profit.

22. This can be earned by Brand name. But it is
not permanent.

24. PROCESS OF
BRANDING

25. 1) GATHERING THE
BACKGROUND INFORMATION

31. 6)Reviewing & Refining

32. 7) DEVELOPING THE MARKET
PLATFORM

34. 8) Logo Program

35. 9) FINALIZING &
TRANSFERRING ALL
BRANDING ELEMENTS

36. A GOOD BRAND NAME
(TECHNIQUES FOR
BRANDING)

38. BAVERIAN MOTOR WORKS
HINDUSTAN UNILIVER LIMITED.

39. UNILIVER

40. 3)Brand Name Should Point Out
The Name Of Producers.

41. 4) Should Be Legally
Protectable.

42. 5) Should be Original but Not Copied
or Duplicated.

43. ROLE OF BRANDING

44. All the physical assets such a plant,
equipments, inventory, building etc. can
be duplicated, however, it is almost
impossible for BRAND NAME.
1) MASSIVE ASSET

45. Advertisement & other promotional activities
cannot be done without Brand Name.

46. 3) Weapon to Protect
Market.
Product without Brand name is like a Nil in the
market. There will not be any value for a product.
As to stay in war the weapon is essential, similarly
here to stay in the market Brand is essential.

47. The class of middlemen always tends to go in for a
successful brand. Without brand name these people
will get in trouble to what to buy, & how to sell it ?

48. Brand is easiest way of identifying product
or services that a customer likes.
Brand is Value, quality, personality,
prestige & image.
Example – Philips Bulb.

49. 1) To Producers,

50. 1) Helps to advertise in easier
way.

52. 3) Promotes re-purchasing

56. 2) The quality of branded
products undoubtedly is
better

57. 3) Prices of Branded
Products are fixed by
themselves & there are no
frequent changes.

58. 4) The Branded products own the
responsibilities for its usefulness.

59. DISADVANTAGES
OF BRANDING
(The Other Side of the
Coin)

61. 2) May create negative image, if the brand
fails in the market.

62. 3) Unwillingness on part of the
customer to pay extra amount
for branded goods.
BROSS
DIGITAL

63. 4) Several products under single
brand & under similar type of
diversification.

64. 5) Duplication of some brands to
be made, ultimately the original
brand will suffer the problem of
loss, & also it has to face a loss of
customers

65. 6) AS SUCH COMPETITORS HAD TAKEN PLACE
TODAY, THEY INVENT THEIR NEW PRODUCT.

66. CONCLUSION

67. 1) Brand decides the survival of an
organization.
2) Brand is like a base to construct a
product.
3) Growth, profit, status Dependent on a
brand.
4) Introduction stage, Growth stage &
Maturity stage will be nil without
branding, & last stage of Decline will be
the first stage itself for a product.

69. BY – Aniket Pujari
(B.Com, Pursuing MBA)