Brand

1. BRAND
Concept: A name, term, sign, symbol,
design, or a combination of these,
that identifies the products or
services of one seller or group of
sellers and differentiates them from
those of competitors.

2. - Consumers view a brand as an important
part of a product,
- branding can add value to a product.
- Customers attach meanings to brands and
develop brand relationships.
- Brands have meaning well beyond a
- product’s physical attributes.

3. Benefits of Brand to Buyers
1. Brand names help consumers identify
products that might benefit them.
2. Brands also say something about product
quality and consistency—buyers who always
buy the same brand know that they will get
the same features, benefits, and quality each
time they buy.

4. 3. Brand can act as a symbol of status to the
product/ service user.
4. Can save customers time in choosing a
product among different alternative products.

5. Benefits of Brand to Sellers
1. The brand name becomes the basis on which
a whole story can be built about a product’s
special qualities.
2. The seller’s brand name and trademark
provide legal protection for unique product
features that otherwise might be copied by
competitors.

6. 3. And branding helps the seller to segment
markets.

7. Building Strong Brands
Brands are powerful assets that must be
carefully developed and managed. As this figure
suggests, building strong brands involves many
challenging decisions. These include:
1.Brand positioning,
2.Brand name selection,
3.Brand sponsorship, and
4.Brand development.

8. Brand positioning
-A brand can be better positioned by associating
its name with a desirable benefit.
- Brands are positioned on strong beliefs and
values.
- Successful brands engage customers on a
deep, emotional level.

9. Brand Name Selection
A good name can add greatly to a product’s
success. However, finding the best brand name
is a difficult task. It begins with a:
a)Careful review of the product and its benefits,
b) The target market, and
c) Proposed marketing strategies.

10. Guidelines to Choose Brand Name
(1) It should suggest something about the product’s
benefits and qualities.
(2) It should be easy to pronounce, recognize, and
remember
(4) It should be extendable
(5) The name should translate easily into foreign
languages.
(6) It should be capable of registration and legal
protection.

11. Brand sponsorship
1. National brand (or manufacturer’s brand)
2. private brand (also called a store brand or
distributor brand).
3. Licensed brands.
4. Co-brand.