5. Definition
• The unique combination of product characteristics and
values, that have become attached to a product by means
of its name, packaging, advertising, pricing, usage
experience etc. These differentiate it from competitive
brands in the consumers view.
• A brand offers a benefit that fulfills a consumer need ,
in a way that is unique and different from others.
• A name, term, sign, symbol or design, offering, or a
combination of these, that identifies the maker or seller of
a product or service.
8. Brand Identity
• Who am I?
• Why buy me?
• Why not buy someone else?
• Brand Identity is what the owner of the brand wants to
communicate to its potential consumers. it reflects how the
owner wants the consumer to perceive the brand.
• Brand identity is fundamental to consumer recognition and
symbolizes the brand's differentiation from competitors.
• The outward expression of identity includes its name, trademark,
communications, and visual appearance.- and by inward expression
the branded company, organization, product or service.
• A product's brand identity may evolve with from consumer
perspective and changing times.
• It focuses on authentic qualities - real characteristics of the value
and brand promise being provided and sustained by organizational
and/or production characteristics.
11. Brand Personality
• Humanizing the brand ‘who it is’?
• Expression of the core values & characteristics
of a brand with emphasis on human traits
• Brand as a ‘friend’ / person’ = Brand
Personification
13. Brand Awareness & Salience
TOM
(top-of-mind)
Awareness
Unaided
Awareness
Aided Awareness
Total Awareness
Brand Salience is the degree to
which your brand is thought
about or noticed when a
customer is in a buying situation.
Brand Awareness is the knowledge of
the brand existence.
14. Brand Image
• The impression in the consumers' mind of
a brand's total personality (real and
imaginary qualities)
• Brand image is developed over time
through advertising campaigns with
a consistent theme, and is authenticated
through the consumers' direct experience
16. Brand Equity
• An asset
• Ability of a brand to charge premium over
competitors
• Enjoys consumer loyalty
• Measured with – brand name recognition,
perceived brand quality, strong mental &
emotional association, patents, trademarks
and channel relationships
19. Brand Strategy
Line Extension
Vertical Extension – Variants, flavors
orizontal Extension – sizes, packages
Brand Extension
Extending brand name from core/first product
to another
20. Multibrands
Different brands for every
category product type
New Brands
New brand for new category product
Co-branding
Combining two or more
well know brands
21. Guidelines for Effective Branding
• Define your target
• Keep it cohesive
• Live the brand “inside out”
• Engage the audience
• Easy to relate
• Use Strategic Communication
• Review it constantly
• Measure results
22. Repositioning
Changing the identity of a product, relative to
the identity of competing products, in the
collective minds of the target market
23. USP
• "Buy this product, and you will get this specific
benefit."
• The proposition must be one that the
competition either cannot, or does not, offer
• It must be unique
USP - Delivery
