This document provides an overview of key concepts in brand management including definitions of brands, the elements and functions of brands, and different types of brands. It discusses that a brand identifies the goods or services of one seller and differentiates them from others. Brands have physical and intangible elements like names, logos, graphics, and personalities. Brands serve identification, practical, guarantee, optimization, continuity, and characterization functions for buyers and sellers. The document also outlines different types of brands like personal, individual, and family brands as well as co-branding strategies between companies.
The slideshow talk about brand, branding, brand positioning, brand portfolio, brand equity and related concepts. It discusses about how a product is developed into a brand.
The slideshow talk about brand, branding, brand positioning, brand portfolio, brand equity and related concepts. It discusses about how a product is developed into a brand.
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2. SYLLABUS
• UNIT I INTRODUCTION
Basics Understanding of Brands – Definitions -
Branding Concepts – Functions of Brand -
Significance of Brands – Different Types of Brands
– Co branding – Store brands.
3. BASICS UNDERSTANDING OF
BRANDS
What is brand?
A Brand is a name, term, sign, symbol or design or
a combination of them, which is intended to
identify the goals or services of one seller or
another seller and differentiate them from other
manufacturers
4. DEFINITION OF BRAND
The American Marketing Association defines
‘brand’ as “a name, term, design, symbol, or any
other feature that identifies one seller's good or
service as distinct from those of other sellers. A
brand may identify one item, a family of items, or
all items of that seller.”
6. ELEMENTS OF A BRAND
The following are the elements of a brand that every
brand has to follow
Name Scents
Logo Tastes
Tagline or catchphrase Movement
Graphics
Shapes
Colours
Sounds
7. FEATURES OF A BRAND
A brand has physical qualities
A brand has its own personality
A brand has its own culture
A brand is a relationship
8. FUNCTION OF BRAND
• Identification
• Practicality
• Guarantee
• Optimization
• Continuity
• Characterization
• Ethics
9. SIGNIFICANCE OF BRANDS
Benefits to Buyer
1. A brand helps buyers in identifying the product that they
like/dislike.
2. It Identifies the marketer
3. It helps to reduce the time needed for purchase
4. It helps the buyer to evaluate the quality of products
5. The buyer may derive a psychological reward from owing
the brand (Eg: Rolex Watches, Mercedes Benz)
10. Benefits to Seller
1. It identifies the companies products making repeat
purchase easier for customers.
2. It helps to fostering the brand loyalty, thus helping to
stabilize market share.
3. It helps to reduce price comparisons
4. Firms may be able to charge the premium for the
brand.
11. DIFFERENT TYPES OF BRANDS
• Personal Brand
• Individual Brand
• Family Brand
12. Personal Brand
The personal brand attached with individual
personality. It explains the character of the
particular popular celebrity
For example: Abdul Kalam
13. Individual Brand
Individual Brand is also called as individual
product branding or multi branding which is the
marketing strategy of giving each product in a
portfolio its own unique brand name. This
facilitates the positioning of each product, by
allowing a firm to position its brands differently.
Eg: Dove
14. Family Brand
Family branding is a marketing strategy that
involves selling several related products under one
brand name. Family branding is also known as
umbrella branding Eg: TATA – It has many
products .
15. CO - BRANDING
Two Companies join to create a new product
carrying both their brands.
Example:
• Pizza hut and Pepsi
• Mc Donalds and Movie Mulan
16. • Co-branding, also called brand partnership, is
when two companies form an alliance to work
together, creating marketing synergy.
• Co-branding is an arrangement that associates a
single product or service with more than one
brand name.
• Associates a product with someone other than the
principal producer.
17. LEVELS OF CO - BRANDING
• Global Branding
• Brand Extension
• Market Share
18. • GLOBAL BRANDING - It Includes joining with
another company to penetrate the market.
• BRAND EXTENSION - Working to extend the
brand based on the company's current market
share.
• MARKET SHARE - Tries to achieve a global
strategy by combining the two Brands.
19. FORMS OF CO - BRANDING
• Ingredient co-branding
• Same-company co-branding
• Joint venture co-branding
• Multiple sponsor co-branding
20. INGREDIENT CO-BRANDING
This involves creating brand equity for materials,
components or parts that are contained within other
products.
Examples:
• Pillsbury Brownies with Nestle Chocolate
• Dell Computers with Intel Processors
21. SAME-COMPANY CO-BRANDING
This is when a company with more than one
product promotes their own brands together
simultaneously.
Example:
The marketing of Gillette M3 Power shaving
equipment (which require batteries) with Duracell
batteries (both brands owned by Procter & Gamble).
22. JOINT VENTURE CO-BRANDING
Joint venture co-branding is another form of
cobranding defined as two or more companies going
for a strategic alliance to present a product to the
target audience.
Examples:
British Airways and Citibank formed a partnership
offering a credit card where the card owner will
automatically become a member of the British
23. STORE BRANDS
A brand, usually for multiple products and usually
unadvertised, for products only sold at a
particular group of retail outlets. Store brands are
a line of products sold by a retailer under a single
marketing identity.
