A presentation created on the topic, Branding. This presentation is created by Ajay, Anita and Bhuvan, students of College of Art, Delhi University. And it was submitted to our teacher, Deepti Baveja.

1. BRANDING
A PRESENTATION BY AJAY, ANITA AND BHUVAN
COLLEGE OF ART, DELHI UNIVERSITY
SUBMITTED TO DEEPTI BAVEJA
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3. What is branding ?
A brand is a person's gut feeling about a product, service or company. You can't
control the process, but you can influence it. It is not a logo, corporate identity, a
name, a tagline, advertising or marketing. It is confidence, passion, belonging,
action, security. It is a set of unique values.
A product can be easily copied by other players in a market, but a brand will
always be unique. For example, Pepsi and Coca-Cola taste very similar, however
for some reason, some people feel more connected to Coca-Cola, others to Pepsi.
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5. Who does branding Affect ?
• CONSUMER:A brand provides consumers with a decision-making-shortcut when feeling
indecisive about the same product from different companies.
• Employees/Shareholders/Third-parties: Besides helping consumers to distinguish similar products,
successful branding strategies are also adding to a company’s reputation. This asset can
affect a range of people, from consumers to employees, investors, shareholders, providers,
and distributors. As an example, if you don’t like or don’t feel connected to a brand, you
would probably not want to work for it. However, if you feel like the brand understands you
and offers products that inspire you, you would probably desire to work for it and be part of
its world.
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7. How can it be done?
Companiestendto usedifferenttoolstocreate andshapeabrand.Forexample, brandingcanbeachieved through:advertising and
communicationsproductandpackagingdesign in-storeexperience pricing sponsoringandpartnershipsthevisual identityofthe
brand(logo, websiteandcolours, arejustsomeexamples).
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8. Types of branding ?
1. Personal brands :Otherwise known as individual brand. The brand a person builds around
themselves, normally to enhance their career opportunities. Often associated with how people
portray and market themselves via media. The jury’s out on whether this should be called a
form of brand because whilst it may be a way to add value, it often lacks a business model to
commercialize the strategy.
2. Family Brands :A family brand may be referred to a group of different products belonging to a
single brand that are marketed under their parent brand. The different products with different
images are put under the major brand or the parent brand. The family brand is also referred to
as an umbrella brand.
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9. IndividualBrands:Individual branding, also called individual product branding, flanker
brands or multi-branding, is "a branding strategy in which products are given brand
names that are newly created and generally not connected to names of existing brands
offered by the company. Each brand, even within a same company, has a unique name,
identity and image, allowing the company to target different market segments, tailor
pricing and marketing strategies, and separate the image and reputation of different
products.
Individual branding is the most effective when a company offers numerous
unconnected commodities, which vary in quality and price and target different market
segments. It is also useful when introducing a new, high-risk product to the market, in
order to manage risks to existing brands if the new product should fail. However, the
expected revenue from a new brand must justify the higher costs of marketing and
advertising.
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10. Examples of PERSONAL, FAMILY AND
Individual Brands
• PERSONALBRAND
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11. FAMILY BRAND
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12. INDIVIDUAL BRAND
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13. Elements of Branding
• Brand name refers to the word or words used to identify the company, product,
service or concept.
• On the surface, naming a brand may seem easy enough.
• But coming up with an iconic brand name is hard.
• Think about Chevy, Coca Cola, and Target, to name a few. Today, these words are
monikers that are now an understood part of our everyday language.
2.Logo
• A logo is the visual trademark that identifies the brand.
• The Nike swoosh and a computer with a lit up apple on the back of
its screen, As mentioned before, a logo is the standard bearer for
the entire brand experience—a brand element that lives
everywhere, and that your audience might just get tattooed to their
body.
• Needless to say, it matters. A lot.
• For instance- the coca-cola logo, KFC logo etc.
1.Brand Name
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14. 3.Theme Line
4.Shape
• Physical shape, like the distinctive shape of the Coca-Cola bottle can be used as a
brand identity element.
• A catchphrase Essentially, theme lines like “Open Happiness” for Coca Cola or
“Don’t leave home without it” for American Express help to quickly state the
brand position memorably.
• Great theme lines have a long run, too, rather than being changed every year.
• This allows brand communications to develop sub themes to help it come to
life.
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15. 5.Graphics
• Graphics can also bring a brand to our attention in a second. The
dynamic ribbon is a trademarked part of Coca-Cola’s brand.
• Graphics are visual elements that serve to quickly identify a brand
without the need for words.
6.Colour
• Colour plays an important role throughout the branding process.
• For instance: Coca Cola places the red colour in it’s bottles, logo,
outlets, advertising, uniform of their salesmen, etc.
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16. 7.Sound
• When a brand is mentioned, a jingle may come to mind.
• For example, gugly mugly mooss la lala la la lala…. Is a sound that
reminds us of Pond’s, doodh si safedi nirma se aayi rangeen kapda
bhi khil khil jaaye that’s reminds us of Nirma washing powder.
8.Movement
• Another brand element is movement, or how the product shifts,
expands, or condenses.
• Lamborghini has trademarked the upward motion of its car doors.
• Apple launched a revolution of screen interactions—namely, the motion
of two fingers moving apart, which allows users to enlarge images on
their iPhones and iPods.
• While movement can feel like one of the more abstract brand elements,
it shouldn’t be overlooked.
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17. 9.Smell
• The smell of a brand also adds to the overall brand
identity.
• For example, scents, such as the rose-jasmine-musk
of Chanel No. 5 is trademarked.
10.Taste
• Last but not least, taste is another brand element that you can use to
differentiate yourself.
• KFC has trademarked its special recipe of 11 herbs and spices for fried
chicken. McDonald's is famous for their french fries.
• Soda fanatics swear they can tell the difference between a Coke and a
Pepsi.
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18. Branding process
The branding process can be broken into following four steps-
1. Brand positioning
• Brand positioning is defined as the position that a brand holds (or wants to hold) in the
mind of the customer.
• It tells you what the brand’s position in the market is relative to its competitors, and what
sets it apart from the rest.
• There are many components that make up a brand, including logos and packaging, brand
equity (which is the value of perceptions and expectations about your brand), and the
brand persona or voice.
• The brand strategy is an essential tool to developing these elements so that they work
together in the minds of purchasers to give them confidence when considering making a
purchase.
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19. 2. BrandStrategy
Behind every successful brand is a thoughtful strategy. Getting this phase right is critical to
the overall success of brand.
Identify Your Target Audiences
Next you should identify all of your key audiences. You can approach audiences in
different ways, so you will
have to decide which angle makes the most sense for your firm:
• By industry served (what industries are your clients in?)
• By service provided (who is buying each of your services?)
• By role (what people at your clients’ companies are involved in buying your services)
• Don’t forget non-client audiences, too, if they 5are important to your business success. These
might include partners, influencers, referral sources and prospective employees.
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21. 3. BrandIdentityandTools
Once the brand strategy has been decided, the name is developed (if it’s a new brand) and the
brand’s identity (logo, look and feel) is developed along with a style guide that describes how to
use (and not to use) the brand, as well as additional useful tools.
Other brand-building tools that are developed at this stage include a messaging blueprint and a
sensory position.
This is often where the desire to bring the new branding to market can tempt brand owners to
skimp on the messaging blueprint and sensory position. Even if everything up to this point has
been done with quality, the failure to give the messaging blueprint and sensory position their
due will result in an average brand. The brand messages are diluted and sensory information,
which represents 85 percent of human information processing, is tactical rather than strategic
and, more often than not, is based on creative likes rather than what is effective in persuading
target audiences.
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22. 4. Implementation
In the final step of the brand-building process, it becomes all about execution, analysis and
tweaking. This is when you build out your website, create marketing communications pieces, post
on social media, advertise, etc. During implementation, it is important to stay true to the brand
strategy and style as well as to use the verbal and sensory brand tools to maximum effect.
Consistency is crucial, but without being a slave to uniformity. A brand is not a formula, but a
constantly evolving collection of perceptions, emotions, beliefs and attitudes. In this step, we find
it is critical, particular for larger organizations and multinationals, to “cascade” the brand across
the organization so that everyone who represents the brand understands it and contributes
positively to it. The biggest challenge in the implementation phase of branding is to realize the
ongoing nature of branding and not to think that the branding work is “finished.”
Measure your brand perceptions among your target audiences, in the absolute and compared to
competitors, as frequently as you can, and adjust your marketing communications accordingly.
Also, don’t be afraid to revisit your strategy if necessary.
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23. Conclusion
• A brand exists only in the mind of the customers.
• It is the sum total of all impressions that the customer gets from all interactions with the us,
our product and our company.
• Every interaction sends a message, it’s the job, as a brand manager, to make sure all of those
messages are pointing the right direction to support the brand strategy.
• Proper branding elevates the product to be more than just a sum of its parts.
• People make purchasing decisions based on more than just product features.
• In very simple words, a product is what we sell, a brand is the perceived image of the product
we sell, and branding is the strategy to create that image.
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24. Bibliography
 https://www.lucidpress.com/blog/what-is-branding-and-why-is-branding-important
 https://www.thebrandingjournal.com/2015/10/what-is-branding-definition/
 https://cmgpartners.com/blog/branding-marketing-strategies/
 https://www.brandingstrategyinsider.com/2015/01/18-different-types-of-brand.html#.XHT-g4gzaUk
 https://blog.payumoney.com/6-simple-steps-for-a-successful-brand-building-process/
 https://itscreativejuice.com/steps-branding-process-2/
 http://www.brandanew.co/10-branding-elements-and-what-they-mean/
 https://elementthree.com/blog/examples-of-brand-elements-to-help-develop-brand-identity/
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25. THANK YOU
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