2. INTRODUCTION
Brand is defined as a name, term, sign, symbol or
design that identifies a products of the firm.
The value of a brand comes from its ability to gain
an exclusive , positive & prominent meaning in the
minds of large no. of customers.
Are valuable asset of an organisation & can create
wealth for company depending upon how much
value they add to the company’s life.
Basic branding strategy proposes the process of
branding to start by naming a product & ultimately
developing a brand communication strategy around
it.
3. DEFINITION
Acc. To American Marketing Association, “ A
brand is a name, term, symbol, design or
combination of these, intended to identify the
goods & services of the seller or group of sellers &
to differentiate them from those of competitors.”
Acc. To Ashley Friedlein ,” Brand is the sum total of
how someone perceives a particular organization &
branding is about shaping that perception.”
4. In easy words, A brand is a product , service or
concept that is publicly distinguished from other
products, services or concepts so that it can be easily
communicated & usually marketed.
Simply, A brand is some total of particular
satisfaction that it delivers to the consumers who
buys that specific brand.
Eg:- Levis garments, Addidas, Nike, Woodland, Peter
Englands etc.
5. BRANDING
Acc. To Convince & Convert, “ Branding is the art
of aligning what you want people to think about
your company .”
In simple words, The process involved in creating a
unique name & image for a product in the
consumer's mind is branding.
It’s an on-going process of looking at your
company’s past & present …..& then creating a
cohesive personality for the company & its
products going forward.
7. ELEMNTS OF BRANDING
Brand Identity-Helps in creating brand equity. It is
configuration of words, ideas & associations that form
a consumer’s aggregate of a brand.
Brand Image- What a customer perceives about a
brand is its brand image. It is combination of brand
association & brand personality.
Brand Position- Brand position is that part of
brand identity & value proposition that is to b actively
communicated to the target audience which depicts
advantages of brand over competitors.
8. Brand Equity-
A clear brand identity when reinforced over a period of
time in the customer’s mind to develop a high level of
customer franchise, leads to creation of brand equity.
In fact, it the incremental value that the customer is
ready to pay for a place of a commodity.
It is the added value that the consumer assigns to
products & services. It is based over what the consumer
thinks, feels & acts with respect to the brand & is often
reflected in company’s sales, performance, market share
profitability.
9.
10. Packaging is the technology of enclosing or protecting
products for distribution, storage, sale & use.
Refers to the designing & producing the container or
wrapper of a product.
Plays a very important role of many products in the
marketing success or failure.
11. LEVELS OF PACKAGING
1. Primary Package- It refers to d products immediate
container. In some cases, the primary package is kept till
the consumer is ready to use the product whereas in other
cases, it is kept throughout the entire life of the product.
2. Secondary Package- It refers to additional layers of
protection that are kept till the product is ready for use.
When consumers start using the product, they will dispose
off the box but retain the primary product.
3. Transportation package- It refers to further packaging
components necessary for storage, identification or
transportation.
12. IMPORTANCE
1. Rising Standards of Health &
Sanitation
2. Self Service Outlets
3. Innovational Opportunity
4. Product Differentiation
5. Longer Storage
