Brand is the personification or the trust of a product or services among the customers, that they derived by using the particular product or services. A Brand adds emotion and trust to these products and services, thus providing clues that simplifies consumer’s choice.

1. PRESENTED BY:
ADITI SARKAR
SUBHASIS PADHY
DHIRAJ KUMAR RUNKU

3.  BRAND IS NOT ANY PRODUCT
 BRAND IS NOT ANY LOGO

4. WHAT IS BRAND????
Brand is the personification or the trust of a product or services among
the customers, that they derived by using the particular product or
services.
A Brand adds emotion and trust to these products and services, thus
providing clues that simplifies consumer’s choice.
These added emotions and trust helps to create relationship between
the brands and customers, which ensures customers’ loyalty to the
brands.

5. WHAT A BRAND MEANS TO COMMON PERSON?
In a “blind” taste test, people will pick up
one of the bottle i.e. ‘PEPSI’ or ‘COCO-COLA’
kept in front of them. However, if the taste
test is not blind, people will prefer ‘Coke over
‘Pepsi’! That is the emotional power and trust of a
brand.
The first shape that was registered is the Coco-
Cola bottle.

6. BRAND LOYALTY
“ The degree of consumer attachment
to a brand.”
RECOGNITION
PREFERENCE
INSISTENCE
Awareness of name, benefit and
package
Is useful, consumer will buy if
available…evoked set
Will search for; must have

7. ROLE OF BRANDS
Identify the maker
Simplify product handling
Assurance of quality
Legal protection towards unique features or aspects
Provides security of demand and creates barrier to entry
Invaluable asset for an organization
Secure price premium

8. BRAND
STRATEGY
Co-Branding
Manufacturer’s/ National
Private
Generic

9. CO-BRANDING
Two new companies join together to create a new product
carrying both their brands.
Pizza Hut and Pepsi
Snap deal offering 5% discount on HDFC debit cards.
Products that carry the name of the manufacturer.
Amul
Haldiram
NATIONAL BRAND

10. PRIVATE BRAND
Products that carry the name of the seller, not the manufacturer.
FBB ( Fashion@ Big Bazar)
Westside
A brand name over which the original owner has lost the exclusive
claim because all offerings in the associated class of products have
generally known by the brand name ( usually that of the first or
leading brand in that product class).
 “Good Knight” is the company
“Mosquito Repellent” is the generic name
GENERIC NAME

11. BRAND IDENTITY
 A promise that gets kept consistently.
It creates a personality and a life for your product/services.
A unique and consistent look, feel, tone and voice for all
communications.
It is essential for the success of company in the market place.

12. BRAND EQUITY VS BRAND PROMISE
BRAND EQUITY IS THE ADDED VALUE FURNISH ON
PRODUCTS AND SERVICES, WHICH MAY BE REFLECTED IN THE
WAY CONSUMERS THINK, FEEL AND ACT WITH RESPECT TO
THE BRAND.
A BRAND PROMISE IS THE MARKETER’S VISION OF WHAT
THE BRAND MUST BE AND DO FOR CONSUMER.

13. BRANDING
The process involved in creating a unique
name and image for a product in the
consumer’s mind, mainly through Advertising
with a consistent theme.

14. MERCHANDISING VS PROMOTION
Merchandising is everything you do to promote and sell your products once the
potential customer is in your store.
For example: If we talk about Retail merchandising, the display of the
merchandise plays an important role in attracting the customers into the store
and prompting them to purchase as well. Merchandising helps in the attractive
display of the products at the store in order to increase their sale and generate
revenues for the retail store.
Promotion is any form of communication a business or organization uses to
inform, persuade or remind people about its products and improve its public
image.
For example: Domino’s giving an offer of buy 1 and get 1 free for increasing
the sales.

15. CONCLUSION
 BRAND CREATES A PERSONALITY AND A LIFE FOR COMPANY’S
PRODUCT/SERVICES.
 BRANDING IS ESSENTIAL TO COMPANY’S SUCCESS IN THE MARKET
PLACE.
 BRAND CREATES AN UNCONDITIONAL TRUST IN THE MINDS’ OF
CONSUMER.
 NOW A DAYS A HUGE CUSTOMERS WANTS BRANDED PRODUCTS.