This document is a presentation on branding prepared by students of MBA 1st year at Career Point University Hamirpur for the session 2013 to 2015. The presentation covers topics such as the definition of a brand, components of a brand, reasons for branding, criteria for choosing brand elements, devising a brand strategy, packaging, levels of packaging, packaging as a tool, labeling, warranties and guarantees. It provides information on these topics through definitions, examples and explanations spread over 26 slides.

1. Prepared by :
Jitender Thakur, Pradeep Sharma , Pakanaj Kumar ,Ashish Kumar
Amita Dhiman
STUDENT OF MBA 1ST YEAR
Career Point University Hamirpur
Session : 2013 to 2015

2. TITLE
SLIDE
NUMBER
BRAND
2
COMPONENTS
3-9
REASONS FOR BRANDING
10
BRAND ELEMENT CHOICE CRITERIA
11-14
DEVISING A BRAND STRATEGY
15-17
PACKAGING
18
LEVEL OF PACKAGING
19-20
PACKAGING AS A TOOL
21-22
LABELING
23
WARRANTIES/GUARANTEES
24
THANK YOU
25
QUESTION
26
2/14/2014
2

3. 
A brand is a name , term , sign , symbol,
design , or some combination of these
elements, intend to identify the goods and
services of one seller group of sellers and to
differentiate them from those of competitors
.
2/14/2014
3

4. Brand
NAME
Package
Designs
Logo
Symbols
And So On
2/14/2014
4

5. 
Letter , word , number, that can be vocalized
.
2/14/2014
5

6. 
A symbol or other small design adopted by
an organization to identify its product,
uniform, vehicle etc
2/14/2014
6

7. 
Mark, sign, or word that signifies or is
understood as representing an idea , object,
or relationship
2/14/2014
7

8. 

An object or group of object wrapped in
paper or packed in box .
A plan or drawing produced to show the look
and function or working .
2/14/2014
8

9. 2/14/2014
9

10. 
CONSUMER
Identity of product
Consistent Quality ,
Easier, Quicker to shop
Consumer

SELLER
Promotion
Recognition
Reduce price
Comparison
Differentiation
Sellers
2/14/2014
10

11. 

Memorable- short brand name such as Lux
, LG , and Taj etc are memorable brand
name .
Meaningful- consider the inherent meaning
in name such as Fair & Lovely fairness
cream , and Close-Up toothpaste .
2/14/2014
11

12. 


Likable – concrete brand names such as Scorpio,
Splendor and Royal Stag.
Transferable- although initially an online book seller ,
Amazon.com was smart enough not to call itself
“Book „R‟Us”. The Amazon is famous as the world‟s
biggest river and the name suggest the wide variety
of goods that could be shipped , an important
descriptor of the diverse range of product the
company now sells.
.
2/14/2014
12

13. 
Adaptable –able to adjust to new condition .
Life boy launched in the year 1895, with its
brick red color and the cresylic perfume,
underwent several change over the year . The
biggest change took place in 2002 when the
brand was re launched with new
formulations , color, fragrance, and
packaging to make the brand contemporary .
2/14/2014
13

14. 
Protectable – can be registered and legally
protected
2/14/2014
14

15. 

Brand extension – when a firm uses an
established brand to introduce a new product
Sub brand- when marketers combine a new
brand with an existing brand. Such as Amul Masti
Dahi , Maruti Swift automobile .and ICICI
Prudential Life Insurance plan .


Line extension – the parent brand covers a new
product with in a product category it currently
serves , such as with new flavors , forms , colors,
ingredients and package size . Such as lifebuoy
and HUL .
For eg. Life buoy care , Lifebuoy Deofresh,
Lifebuoy Nature etc
2/14/2014
15

16. 


Category extension – the parent brand to use
to enter a different product category from the
one it currently serves, such as maruti car
diesel model and petrol model .
Brand line –consists of all products-original
as well as line and category extension-sold
under particular brand .
Brand mix –is the set of all brand lines that a
particular seller makes available to buyes .
2/14/2014
16

17. 

Brand variants – which are specific brand lines
supplied to specific retailers or distribution
channels .
Licensed product – is one whose brand name
has been licensed to other manufacturers
that actually make the product .
2/14/2014
17

18. 
All the activities of designing and producing
the container for a product .
2/14/2014
18

19. 
Primary package :

Secondary package ( cardboard box ) :
2/14/2014
19

20. 
Shipping package ( corrugated box)
2/14/2014
20

21. 

Self services – an increasing number product
are sold on a self services basis.
Consumer affluence – consumers are willing
to pay a little more for convenience ,
appearance, dependability, and prestige of
better packages .
2/14/2014
21

22. 
Company and brand image – packages
contribute to instant recognition of the
company brand . Such as Garnier Fructis and
their bright green packaging in the hair care
aisle .

Innovation and opportunity – innovation of
packaging can bring large benefit to
consumers and profit to producers . Such as a
company targeted at children and women use
light color .
2/14/2014
22

23. 
It maybe simple tag are including description
. It might carry only the brand name or great
deal of information .
2/14/2014
23

24. 

Warranties- product under warranty can be
returned to the manufactures or designated
repair center for repair, replacement or
refund .
Guarantees- reduce the buyer‟s perceived
risk
2/14/2014
24

25. 2/14/2014
25

26. 2/14/2014
26