We are going to start a series of session wherein students will study introduction of brand and branding concepts, their strategies and why they are important for an organization.

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Introduction to Brand

2. Introduction
 Various terms related to Brand in terms of Glossary
 It is a type of product manufactured by a particular company under a particular
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name
 Brands are used in business, marketing, and advertising
 A brand is the idea of a specific product or service that consumers connect
with, by identifying the name, logo, slogan, or design of the company who
owns the idea or image

3. Objectives
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 Identify various characteristics of product
 Learn how companies manage & build product line
 Understand how companies makes better brand decisions

4. Why Brands are Important
 For consumers :
 identification of source of product
 Assignment of responsibility to product maker
 Risk reducer
 Search cost reducer
 Symbolic device
 Signal of quality
 For manufacturers:
 Means of identification to simplify handling
 Signal of quality level to satisfied customers
 Source of competitive advantage & financial return
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5. What can become a Brand
 Goods
 service
 Retailer
 Online products and services
 People & Organisations
 Sports &Art
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 Entertainment

6. Difference between branding &
marketing
 Branding : it is a "promise delivered". and, to be successful, you must deliver
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on that promise every single time.
 Your brand is "only everything" within your company. As a result, it's
imperative to define what it stands for.
 You have to identify your target audience and come up with a short statement
that describes your brand's purpose.
 Marketing : "The management process responsible for identifying,
anticipating and satisfying customer requirements profitably".
 It is an integral part of your brand. It helps you to communicate the promise
that you want customers and prospects to know about.
 marketing should also be based on your brand positioning, personality, values

7. Myths about the Brand
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 Brand is not any product  Brand is not a logo

8. Types of Branding
 Umbrella branding & sub branding
 Co branding
 Multiple branding
 Family brands
 Individual brands
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9. Advantages
 Enhances Product Recognition - Brands provide multiple sensory stimuli to
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enhance customer recognition.
 Helps Build Brand Loyalty - Customers who are frequent and enthusiastic
purchasers of a particular brand are likely to become Brand Loyal.
 Builds Brand Equity - Strong brands can lead to financial advantages through
the concept of Brand Equity in which the brand itself becomes valuable.
 The quality of branded product undoubtedly is better.

10. Disadvantages
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 Costly & expensive
 Burden of responsibility
 Chances of brand failure
 The process of creating a brand will usually take a long period of time.

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Thank you