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A General view on Branding

Published in: Business, Technology


  2. 2. <ul><li>In the next one hour.............. </li></ul><ul><ul><ul><li>Brand – An Introduction, associated terms with examples </li></ul></ul></ul><ul><ul><ul><li>Branding – Definition, Types </li></ul></ul></ul><ul><ul><ul><li>Unique Branding Efforts - Live Cases of Successful & Failure Branding </li></ul></ul></ul><ul><ul><ul><li>Conclusion </li></ul></ul></ul>
  3. 3. BRAND – AN INTRODUCTION What is a Brand? A name, term, sign, symbol, design, or a combination of all used to uniquely identify a producer’s goods and services and differentiate them from competitors
  4. 4. Brand Associated Terms <ul><ul><li>Brand Name </li></ul></ul><ul><ul><li>Trademark </li></ul></ul><ul><ul><li>National Brand </li></ul></ul><ul><ul><li>Private Brand </li></ul></ul><ul><ul><li>Generic Name Brand </li></ul></ul><ul><ul><li>Generic Goods </li></ul></ul><ul><ul><li>Brand monopoly </li></ul></ul><ul><ul><li>Brand extension </li></ul></ul><ul><ul><li>Brand orientation </li></ul></ul><ul><ul><li>Brand Recognition (also called Brand Equity) </li></ul></ul><ul><ul><li>Brand Preference / Loyalty/Insistence </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Brand Association </li></ul></ul>
  5. 5. Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.
  6. 6. Trademark <ul><ul><li>A brand that has been given legal protection and has been granted solely to its owner. </li></ul></ul>
  7. 7. <ul><ul><li>Products that carry the name of the manufacturer </li></ul></ul><ul><ul><li>Ex. Prestige Mixie </li></ul></ul>National Brand
  8. 8. Private Brand <ul><ul><li>Products that carry the name of the seller, not the manufacturer </li></ul></ul><ul><ul><li>Ex. MasterChoice coffee </li></ul></ul><ul><ul><li>IGA cream cheese </li></ul></ul>
  9. 9. Generic Name Brand A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name Ex. Xerox is the company “photocopy” is the generic name
  10. 10. Generic Goods <ul><ul><li>Non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc. </li></ul></ul>
  11. 11. Brand monopoly In economic terms the &quot;brand&quot; is a device to create a monopoly—or at least some form of &quot;imperfect competition&quot;—so that the brand owner can obtain some of the benefits which accrue to a monopoly, particularly those related to decreased price competition
  12. 12. Brand extension An existing strong brand name can be used as a vehicle for new or modified products <ul><li>Ex. </li></ul><ul><li>Caterpillar to shoes and watches </li></ul><ul><li>Adidas and Puma to personal hygiene </li></ul><ul><li>Godrej </li></ul>
  13. 13. Brand orientation The degree to which the organization values brands and its practices are oriented towards building brand capabilities
  14. 14. Brand Recognition <ul><li>5 Levels of Brand Recognition </li></ul><ul><li>Brand rejection </li></ul><ul><li>Brand non-recognition </li></ul><ul><li>Brand recognition </li></ul><ul><li>Brand preference </li></ul><ul><li>Brand loyalty </li></ul>
  15. 15. LOGOS
  16. 16. Brand Awareness The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product
  17. 17. Degree to which a particular brand is associated with the general product category in the mind of the consumer Brand Association
  18. 18. BRANDING is the organization's representation of what it stands for, often based on cumulative impressions and positive reinforcement. Like a cattle brand, a business brand can be identified readily and is used for increased awareness of the business. ...
  19. 19. Types of Branding Corporate Branding Employer Branding Cause Branding Co-Branding Spirit Branding Community Branding Culture Branding
  20. 20. Branding – Live Cases
  21. 22. Failure Branding 1. Thirsty Cats ! Thirsty Dogs – Bottled water for Pets 2. Radion - Bright orange boxes aren’t enough 3. Clairol’s ‘Touch of Yoghurt’ shampoo
  22. 23. <ul><li>CONCLUSION </li></ul><ul><li>Branding has to be developed carefully. It is often said that you only have one-shot at making the &quot;first impression.&quot; It is very difficult to wipe out &quot;bad impressions.&quot; </li></ul><ul><li>Make sure you understand what a “brand” is </li></ul><ul><li>Your brand creates trust among consumers </li></ul>
  23. 24. Thank you for your attention!