- What is Branding? - Types of Branding - What's there in name? - Brand as corporate strategy

1. BRANDING
• Philbert Sequeira
• Gopika Rajesh
• Saloni Sanghani
• Kaustubh Mehta

2. What Is It?
Branding is the process involved in
creating a unique name and image for
a product in the consumers’ mind,
mainly through advertising
campaigns with a consistent theme.

3. • Identity
• Image
• Personality
• Communication
• Awareness
• Positioning
• Equity

4. Brand
Identity
Brand Image
Brand
Personality
Brand
Communication
Awareness
Equity
Positioning

5. Types Of
Branding

6. Manufacturer’s Versus Private
Brand
Manufacturers’
Brand
Private
Brand
The brand name of a
manufacturer.
A brand name owned by a
wholesaler or a retailer. Also
known as a private label or
store brand.

7. Individual Brand Versus Family
Brand
Individual
Brand
Family
Brand
Using different brand
names for different
products.
Marketing several different
products under the same
brand name.

8. Co-Branding
Two or more brand names on the product or its package.
E.g. Citi Bank recommends Jet Airways.

9. Brand Associations
‘Owned Word’
Slogans
Colors
Symbols And Logos

10. What’s there in
name?
Courtsey: Google Images

11. Owned Name
‘Owned Name’
is the
registered
name by which
a company is
known.

12. The Complete Man Impossible is
Nothing
Das Auto Kuch Meetha Ho
Jaye
Courtsey: Google Images

13. Slogan
A catch phrase
or slogan is a
short set of
words that
companies use to
associate with
their brand.

14. Identify these
Brands by Color?
Courtsey: Google Images

15. Color
Color helps
people to
recognizing
the brand.
80% of
visual
information
that we take
is in the form
of color.

16. Swoosh
Courtsey: Google Images

17. Logos
A logo is the graphic symbol that represents and
helps in identifying a company.
Courtsey: Pinterest

18. Brand as corporate strategy
In a world where
competitors can copy
products and everything
else – the one thing that
they cant copy is your
BRAND IMAGE
So the only route to
sustainable competitive
advantage – brand
image

19. Example Of
Branding

20. OSIM International Ltd
Admired brands in Asia – unique in a
way company doesn't own any
physical assets, just the brand name.
“Give me the largest factory in the
world versus the Nike brand and i
will take the brand.....that’s how
important”
Osim’s model: emphasis on building
the brand while outsourcing the
manufacturing of products

21. Business
Has its origin in Singapore in 1980 – R Sim Trading
Company – knife sharpeners.
1982 – healthy lifestyle products such as handheld
massagers and foot reflexology rolles.
1994 – launch of OSIM. 2000 – brad logo and
identity.
Production needs are outsourced to contract
manufacturers and focuses on brand management.

22. OSIM Products

23. A holistic view of brandingOsim makes sure that
everyone gets involved
to ensure that
customers see and get
consistency in the
brand experience.
• People – “Happy staff,
happy customers”
• Internal branding –
founder allows staff to
truly “Live the brad”
“Inspiring well being” –
summarizes the values and
OSIM’s philosophy of
challenging your spirit to
do your best.

24. Brand consistency
OSIM renews its product line up by up to
25% every 6 months
OSIM portrays itself as a brand that is
recognizable, sophisticated yet approachable

25. Events

26. The future
Brand is everything – most important
and valuable asset and what drives the
business.
Leader in innovation.
Fast mover advantage in healthy
lifestyle products.
The founder – charismatic and
understands branding