What is a Brand, Branding Strategies

1. Prof. Vijay Tandon on Branding @ UBS

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3. Session on
Prof. Vijay Tandon
Director - PGDM & International Programs
Universal Business School
Subject - Marketing management
Topic - Branding (Basics)
Prof. Vijay Tandon on Branding @ UBS

4. What does a Marketer do??
Marketers develop their Products in to Brands
Prof. Vijay Tandon on Branding @ UBS

5. What is a
NAME SIGN LOGO/SYMBOL COMBINATION
Prof. Vijay Tandon on Branding @ UBS

6. Brand name is a key element
leading the consumer to buy
What is a
Name
Sign
Logo
Combination
Prof. Vijay Tandon on Branding @ UBS

7. What is a Brand?
NAME
SIGN
LOGO/SYMBOL
COMBINATION
Prof. Vijay Tandon on Branding @ UBS

8. Brand Mascot?
Prof. Vijay Tandon on Branding @ UBS

9. BRAND MASCOT
Prof. Vijay Tandon on Branding @ UBS

10. Is there a difference between - LOGO & SYMBOL?
Prof. Vijay Tandon on Branding @ UBS

11. SYMBOLS
Prof. Vijay Tandon on Branding @ UBS

12. SYMBOLS
Prof. Vijay Tandon on Branding @ UBS

13. Can one Company have two
Logos?
Prof. Vijay Tandon on Branding @ UBS

14. One Company - Two Logos
Prof. Vijay Tandon on Branding @ UBS

15. Can a logo
change?
Prof. Vijay Tandon on Branding @ UBS

16. EVOLUTION OF LOGOS
Prof. Vijay Tandon on Branding @ UBS

17. EVOLUTION
• Why do brands evolve
• Is the change good
Prof. Vijay Tandon on Branding @ UBS

18. Strategic decision
Which Branding strategy to execute?
Prof. Vijay Tandon on Branding @ UBS

19. Branding decision?
To Brand
Not to brand
Prof. Vijay Tandon on Branding @ UBS

20. Branding from customers perspective
Prof. Vijay Tandon on Branding @ UBS

21. Branding Strategies
Brand
Extension
• Existing
brand name
for new
product
category
• Maggie
• Haldirams
• Kissan
• Addidas
Line Extension
• Same brand
name same
product
category
• Flavors,
Variants,
pack sizes
• Cinthol
• Lays
Multiple
Branding
• Introduce
new brand in
existing
product
category
• HUL – Lux,
Liril,
Lifebuoy
• HUL – Rin,
Surf, Wheel
Co-
branding
• Two brands
are
promoted
together
Strategies
Prof. Vijay Tandon on Branding @ UBS

22. Branding Strategies
Brand
Extension
Line Extension
Multiple
Branding Co-branding
Strategies
Prof. Vijay Tandon on Branding @ UBS

23. Choosing brand elements
TRANSFERRABLE
MEANINGFUL
MEMORABLE
LIKEABILITYADAPTABLE
PROTECTIBLE
3
4
2
6
5
1
Prof. Vijay Tandon on Branding @ UBS

24. Brand elements choice criteria
MEANINGFUL
 Does it suggest something about a product
ingredient or type of person who might use2
MEMORABLE
 How easily brand element is recalled.
 How easily recognized (short brand names)1
TRANSFERRABLE
 Can be used to introduce new products in the
same or different categories3
LIKEABILITY
 Do they like the name, logo
 Appeal of brand elements4
PROTECTIBLE
 How legally protectable is the brand element
 Can it be easily copied
 Retain trademark & not become generic
5
Prof. Vijay Tandon on Branding @ UBS

25. Brands help people
make
a choice…
Prof. Vijay Tandon on Branding @ UBS

26. Eases purchase decision Ability to charge premiums Create a unique position
How does a Brand help - Customers & Companies?
Prof. Vijay Tandon on Branding @ UBS

27. How well is your brand differentiated
from others brands…
Prof. Vijay Tandon on Branding @ UBS

28. Distinguish offerings Brand superiority - High sales Develop associations (economy)
How does a Brand help to Customers & Companies??
Prof. Vijay Tandon on Branding @ UBS

29. Prof. Vijay Tandon on Branding @ UBS

30. What can be branded?
BrandingPhysical
products
Services
Stores
Persons
Places
Organization
Ideas
Prof. Vijay Tandon on Branding @ UBS

31. Global Brands

32. The Brand
Clutter
Prof. Vijay Tandon on Branding @ UBS

33. A company’s brand represents their Market
identity
Prof. Vijay Tandon on Branding @ UBS

34. Every department in a Company should be
considered as a “BRANDING
DEPARTMENT
Prof. Vijay Tandon on Branding @ UBS
Don’t convert your BRAND into a COMMODITY - Never play on price (Offer VALUE and not PRICE)
Don’t sell, help your customers buy………
Prof. Vijay Tandon
Transforming lives at UBS.

35. CONCLUSION…
Prof. Vijay Tandon on Branding @ UBS

36. Group Task
Prof. Vijay Tandon on Branding @ UBS