2. What Is a Brand :
Sum total of consumer perceptions and feelings about the product
attributes and how they perform.
Brand = Product + Consumer perception +performance+ brand name+
company.
5. What is Branding :
It is a process of creating an unique image for a product in the consumers mind mainly
through advertising campaigns with a consistent theme.
The aim is to establish a significant and differentiated presence in the market to attract
and retain customers.
Example : Volvo, Nike, Google, Watsapp, Iphone, LinkedIn, Uber,
6. Objective of Branding :
Conjure your message instantly
Enhance credibility
Prompt an emotional affirmation
Motivate the buyer
Augment customer loyalty
7.
8. Elements of Branding:
Brand identity – It is the marketer’s promise to give a set of features, benefits and
services consistently.
Brand image – Involves all the activities that are necessary to nurture a brand into a
healthy cash flow stream after launch. Product development, Packaging, Advertising,
Promotion, Sales and distribution.
Brand position -
Brand equity - Brand Equity is a set of assets (and liabilities) linked to a brand’s name
and symbol that adds to the value provided by a product or service to a firm.
9.
10. Potential Barriers to Brand Development
Product/service quality
Competition
Bad timing
Poor location
Lack of demand
Poor resonance with target market’s values
