concept of brand, brand equity, types of brand, brand positioning, branding vs marketing

3. A brand particularly consists of a name, logo, sign,
symbol, design or a combination of these that identifies a
product or service and differentiates it from it’s competitors.

9. • Where branding involves name of its
‘manufacturer’.
• APPLE.
Manufacturer’s
Brand
• Where involvement of middlemen(wholesaler
& retailer) is high in the branding.
• BIG BAZAR.
Middlemen’s
Brand

10. • When brands are decided keeping the local
markets in mind.
Local
• Where the brand name is for a particular
region.
Regional
• When a particular product is available with the
same brand name throughout the country.
National
• When a particular product is available with the
same brand name throughout the world.
International

11. • When all the products of a company are marketed
with the same brand name in different market
segments.
Family Brand
• When a company decides to give different names to
different product lines.
Product Line
Brand
• When the company uses different names for the
products in the same product line.
Individual
Brand

12. • The launched brands from the
brands that are already being offered
by the competitors of the company.
Fighting Brand
• Competitive brands fight for the
same position in the market.
Competitive
Brand

13. • Brand Equity is a qualitative measure of the brand’s
positive recognition or goodwill in the minds of the
consumers.
• Brand Equity is the tangible and intangible worth of a
brand.
• Brand Equity is kind of power that the brand has over
its competitors.

14. ELEMENTS
AWARENESS
BRAND
ASSOCIAT-
ION
PERCEIVED
QUALITY
BRAND
LOYALTY
PROPRIETARY
BRAND
ASSETS

15.  ‘Positioning starts with the product, but positioning is not what
you do to the product. Positioning is what you do to the mind
of the prospect’
- RIES & TROUT
(Father of Brand Positioning Concept)
Al Ries Jack Trout

16. • Brand Positioning is owning a piece of consumer’s mind.
• The brand’s positioning is the place in the consumers mind
that you want your brand to own.
• It is the benefit you want your consumer to perceive when
they think of your brand.

17. • A strong brand position means that the brand has a
unique, credible and sustainable position in the
mind of the consumer.