Dr.S.Karthikumar Associate Professor, Department of Biotechnology Kamaraj College of Engineering and Technology skarthikumar@gmail.com

1. Branding &
Brand Positioning
Karthikumar Sankar

3. Brand is not just a logo nor
identity

4. Plan van aanpak
DOES YOUR BRAND
STAND OUT SUSTAINABLY?
Brand Strategy Development

5. Outline
 What is a Brand?
 Brand Elements
 Brand Role and Advantages
 Brand Equity
 Brand Portfolios
 Strategic Brand Management
 Brand Positioning
 PODs & POPs
 Product Lifecycle
 Market Evolution

6. What is a Brand?
A name, term, sign, symbol or design, or a combination of them,
intended to identify the goods or services of one seller or group
of sellers and to differentiate them from those of competitors.
What is Branding?
Providing goods and services with the power of the
brand.

8. Brand Elements

9. Brand Element Choice Criteria –
How to choose good elements?
• Memorable
• Meaningful
• Likeable
• Transferable
• Adaptable
• Protectable

10. Brand Naming
• Individual names; Blanket family names
• Separate family names; Corporate name/individual name combo
The Procter & Gamble Company is an American
multinational consumer goods corporation headquartered
in downtown Cincinnati, Ohio, founded in 1837 by English
American William Procter and Irish American James
Gamble

11. Slogans – Examples

12. What is Brand Equity?
The commercial value that derives from consumer perception of the brand
name of a particular product or service, rather than from the product or
service itself.

13. The 10 Most Valuable Brands
214480 million USD = 1,53,99,04,20,08,000.00 INR

14. Measuring Brand Equity
• Brand Audits
• Comprehensive examination of a brand to assess the health
of the brand
• Suggest ways to improve its equity.
• Brand Tracking
• Collecting information about the brand performance
• Brand valuation
• Determining financial value of the brand
Virat Kohli, captain of Indian Cricket Team, is the Indian
celebrity with highest brand valuation at $170.9 million,

15. What is Brand Positioning?
The act of designing the company’s offering and image to occupy a
distinctive place in the mind of the target market.
Value Proposition
A good hot pizza, delivered to your
door within 30 minutes of ordering,
at a moderate price

16. Points-of-difference (PODs)
•Attributes or benefits consumers
strongly associate with a brand,
positively evaluate, and believe they
could not find to the same extent
with a competitive brand

17. Product Differentiation
• Product form
• Features
• Performance
• Conformance
• Durability
• Reliability
• Reparability
• Style
• Design
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer consulting
• Maintenance
Personnel Differentiation
• Better-trained staff
• Competent (skill and knowledge)
• Trustworthy
• Friendly and respectful
• Reliable (perform consistently &
accurately)
• Responsive
• Good communicators
(understand customer and
communicate clearly)

27. THANK YOU