Branding

Branding
 Branding is a process by which a marketer tries to build
a long term relationship with a customer by learning their
needs and wants.
 It can be used as differentiation strategy when the
product can not be easily distinguished.
 Branding create trust.
 Brand building is a conscious customer satisfaction
orientation process.

What is Brand?
 Branding is a combined effort of the company which is
projected to the consumer.

The Role of Brands
 Identify the maker
 Simplify product
handling
 Organize accounting
 Signify quality
 Create barriers to entry
 Serve as a competitive
advantage
 Secure price premium

Advantages of Strong Brand
 Improved perceptions of product
 Greater loyalty
 Less vulnerability to competitive marketing
actions
 Less vulnerability to crises
 Larger margins
 More inelastic
 Greater trade cooperation
 Increase marketing communications
effectiveness
 Possible licensing opportunities

What is a Brand Promise?
 A brand promise is the marketer’s vision of what
the brand must be and do for consumers
 A brand is a promise. A promise to achieve
certain results, deliver a certain experience, or
act in a certain way. A promise that is conveyed
by everything people see, hear, touch, taste or
smell about your business.

Key Brand Elements
 Brand Name: Name , Tagline , Logo.
 Brand Promise: The single most important
thing your organization promise to deliver every
time.
 Brand personality : what you want your brand
to be known for.(Fun , serious , magical ,forceful
etc.)
 Brand association : color , Tagline , images ,
fonts , uniforms , equipments , etc.)

 Brand Recognition / Equity : awareness, loyalty,
quality, emotion
 Brand Preference / Loyalty : the degree to which
customers are committed to further purchases .
Ex: I will always buy Reebok (Brand Insistence)
 Brand Awareness :Your product is the first that comes to
mind in a certain product category
Ex : Snapple ice tea, jeans-Levi’s, walkman - SONY
 Brand Association : The link to favorable images,
celebrities, geographic regions
Ex: Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire