This document defines what a brand is and how branding works. A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding works by allowing consumers to identify the source or maker of a product and assign responsibility for its quality. Marketers can brand physical goods, services, stores, people, places, organizations or ideas. The key is for consumers to perceive differences among brands in a product category.

1. What is a
Brand and how
does Branding
works ?
Priyanka
IIT Kanpur

2. What is a
Brand ?

3. A brand is a name, term, sign, symbol, design,
or some combination of these elements,
intended to identify the goods and services of
one seller or group of sellers and to
differentiate them from those of competitors

4. During medieval
period in Europe,
craftsmen used to put
trademarks on their
guilds to protect
themselves and their
customers against
inferior quality

5. In the fine arts,
branding began with
artists signing their
works

6. How does
Branding
work ?

7. The Role of Brands
Brands identify the source or maker of a
product and allow consumers to assign
responsibility for its performance to a
particular manufacturer or distributor

8. One research study
showed that even carrots,
milk, and apple juice –
tasted better when
wrapped in McDonald’s
food packaging than in
unmarked wrappers

9. The Scope of Branding
Marketers can apply branding virtually
anywhere a consumer has a choice. It is
possible to brand a physical good, a service,
a store, a person, a place, an organisation,
or an idea

10. Kerala: God’s Own Country
Is registered as a brand with the Government
of India’s Trademark Registry

11. The key to branding is that consumers perceive
differences among brands in a product category

12. Recap
Scope of Branding
Defining Brand
Examples of Branding
Role of Branding