This document discusses branding strategies. It defines branding as identifying goods and services through a name, symbol or design. The key elements of a brand are listed as name, logo, graphics, colors, sounds, tastes and movements. Different branding strategies are outlined, including product branding, line branding, range branding, umbrella branding and double branding. Each strategy is explained with examples. Brand equity is defined as the value added to a product or service from its brand assets and liabilities like name awareness, brand associations, perceived quality and brand loyalty.

2. WELCOME TO ALL
By
Arun AS

3. BRANDING

4. “a name, term, sign, symbol, or design, or a combination
of them intended to identify the goods and services of
one seller or group of seller and to differentiate them
from those of competition”
‘American Marketing Association’

5. ELEMENTS OF BRAND
• Name
• Logo
• Graphics
• Shapes
• Colors
• Sounds
• Tastes
• Movements etc.

6. IDENTIFY THE FOLLOWING
BRANDS

14. BRANDING STRATEGIES
PRODUCT BRANDING STRATEGY
LINE BRANDING STRATEGY
RANGE BRANDING STRATEGY
UMBRELLA BRANDING STRATEGY
DOUBLE BRANDING STRATEGY
ENDORSEMENT BRANDING STRATEGY

15. The Product Brand Strategy
• It involves the assignment of a particular name to
one, and only one, product as well as one
exclusive positioning.
• The result of this strategy is that each new
product receives its own brand name that
belongs only to it
• For example,
Dove - “moisturizes skin”
Rexona - “nature oils”
HUL ltd Lifebuoy - “fighting germs”
Pears - “glycerin soap”

16.  The Line Brand Strategy
• This strategy involves the exploitation of
successful concept by extending it but by staying
very close to the product
• Products share a common concept
• For example, Lakme “the source of radiant
beauty”
Cleansing, care, body lotion, lipsticks, eye make
up, and nail elements

17.  The Range Brand Strategy
• A single brand name promotes through a
single promise, a range of products belonging
to the same area of competence
• For example, noodles
• Maggi soups
• sauce
• dosa mixes

18.  Umbrella Brand Strategy
• The same brand supports several products in different
markets.
• The company name itself is the brand name of
all products
• Advantage of brand awareness and goodwill
• Sharing common brand name can be risky
• For example, TATA, Palmolive etc.

19.  Double Brand Strategy
• Combines umbrella branding and product
branding
• Company name is associated along with the
brand name
• For example, TATA INDICA, BAJAJ PULSOR

20. Endorsing Brand Strategy
• Product brand name gains a dominant
position over the company name
• Company name appears in smaller letters
• For example; Godrej CINTHOL, Nestle KITKAT

22. BRAND EQUITY
“Brand equity is a set of brand assets and
liabilities linked to a brand, it’s name and
symbol, that all add to or subtract from the
value provided by a product or services to a
firm and/or to the firms customers”
‘David Aaker’

23. Perceived quality
Name awareness Brand association
Brand Brand Other
Loyalty equity proprietary
Assets
Value of customer Value of firm

24. THANK YOU