Business without BRANDING can,t be a Brand

1. BRANDING
Name – Aruj Kaintura
Course – B.B.A
Batch – 2015-18
Section - B

2. BRAND
“ Brand is a name, term, sign, symbol, design or combination of them
which is intended to identify the goods or services of one seller or a
group of sellers and to differentiate them from those of competitors”
- American Marketing Association
A brand typically includes a name, logo and other visual elements such
as images, fonts, color schemes or symbols.

3. BRANDINIG
• Branding refers to the entire process involved in creating a unique
name and image for a product (good or service) in the consumers’
mind, through advertising campaigns with a consistent theme.
• Branding aims to establish a significant and differentiated presence in
the market that attracts and retains loyal customers.
• Branding is the practice of giving a specific name to a product or
group of products of one seller.

4. DEFINITION
“branding means creating an emotional association
(such as the feeling of success, happiness, or relief)
that customers form with the product, service or
company”
- Jared Spool

5. BRANDING PRINCIPLES
Consistency
Clarity
Continuity
Visibility
Authenticity

6. BRANDING STRATEGIES
Product Branding
Line Branding
Range Branding
Endorsement Branding
Umbrella branding

7. PRODUCT BRANDING

8. LINE BRANDING

9. RANGE BRANDING

10. ENDORSEMENT BRANDING

11. UMBRELLA BRANDING

12. FACTORS TO BE CONSIDERED
†Quality
†Positioning
†Repositioning
†Communication
†First – Mover Advantage
†Long – Term Perspective
†Internal Marketing

13. BRANDING IMPLICATIONS
• Reduce Marketing Investment
• Facilitates Long – Term planning
• Increases Cash Flow Efficiency
• Increases Value of Business