Branding
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Branding is the process of giving a product an identity through a name, symbol or mark that differentiates it from competitors. A brand acts as a means of communication that establishes an image, value and personality for a product. It is essential for manufacturers as it creates an asset, enables promotion and advertising, and helps customers easily identify products they prefer. While branding provides advantages like better quality, price stability and responsibility, it also carries risks such as negative impacts on brand image if the product fails or customers unwillingness to pay premium prices. Overall, branding decides the survival of organizations as products need a strong brand identity to progress through the stages from introduction to maturity in the market.
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This document summarizes a seminar presentation on branding. It defines what a brand is, provides a brief history of branding, and discusses what a brand is and is not. The presentation explains that brands build emotional associations with consumers and give identity to products. Strong brands can generate greater demand and have advantages like increased loyalty and margins. The presentation outlines strategies for building great brands like recognition, preference and insistence. It stresses that branding creates expectations in customers' minds and builds equity through consistency in all aspects of the brand.
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Branding
- 1. BRANDING
- 4. A brand is a symbol, a mark, a name that acts as a means of communication which brings about an identity of a given product. Brand is product image, brand is value, and it is personality. The process of term Brand is called as Branding. It is like giving name, identity to a new born baby. Here new born baby is nothing but a new product.
- 6. “Brand is comprehensive, encompassing other narrow terms. A brand is name or mark intended to identify the product of one seller or group of sellers & differentiate the product from competing products.” - W.J. Stanton, M.J. Etzel, B.J. Walker
- 8. Products are children of manufacturers, unlike human children, products are not brought into world by accidents.
- 11. Founded – 1868, 148 years ago Founder – Jamshedji Tata Head Quarters – Mumbai Chairman – Cyrus Pallonji Mistry Total Business Sectors – 14 Total Products & Services – 141 Area Covered - India
- 13. Founded - 1996 Founder – Dhirubai Ambani Business Sectors – 7 Area – Worldwide Head Quarters - Mumbai
- 15. Products – Herbal Medicines Slogan – WELLNESS SINCE 1930 Head Quarters – Bangalore Founder – M. Manal
- 16. Founder – Ghanashyam Das Birla Founded – 1857, 159 years ago Area – Worldwide Sectors - 13 Head Quarters - Mumbai
- 18. STATUS- STATUS OF A PERSON CAN BE MEASURED BY HIS LIFESTYLE, PERSONALITY & IDENTITY.
- 20. PROFIT MOTIVE
- 21. Producer always thinks about Profit. Brand name is essential to earn & increase the profit.
- 22. This can be earned by Brand name. But it is not permanent.
- 25. 1) GATHERING THE BACKGROUND INFORMATION
- 32. 7) DEVELOPING THE MARKET PLATFORM
- 34. 8) Logo Program
- 35. 9) FINALIZING & TRANSFERRING ALL BRANDING ELEMENTS
- 36. A GOOD BRAND NAME (TECHNIQUES FOR BRANDING)
- 38. BAVERIAN MOTOR WORKS HINDUSTAN UNILIVER LIMITED.
- 39. UNILIVER
- 40. 3)Brand Name Should Point Out The Name Of Producers.
- 41. 4) Should Be Legally Protectable.
- 42. 5) Should be Original but Not Copied or Duplicated.
- 43. ROLE OF BRANDING
- 44. All the physical assets such a plant, equipments, inventory, building etc. can be duplicated, however, it is almost impossible for BRAND NAME. 1) MASSIVE ASSET
- 45. Advertisement & other promotional activities cannot be done without Brand Name.
- 46. 3) Weapon to Protect Market. Product without Brand name is like a Nil in the market. There will not be any value for a product. As to stay in war the weapon is essential, similarly here to stay in the market Brand is essential.
- 47. The class of middlemen always tends to go in for a successful brand. Without brand name these people will get in trouble to what to buy, & how to sell it ?
- 48. Brand is easiest way of identifying product or services that a customer likes. Brand is Value, quality, personality, prestige & image. Example – Philips Bulb.
- 49. 1) To Producers,
- 50. 1) Helps to advertise in easier way.
- 56. 2) The quality of branded products undoubtedly is better
- 57. 3) Prices of Branded Products are fixed by themselves & there are no frequent changes.
- 58. 4) The Branded products own the responsibilities for its usefulness.
- 59. DISADVANTAGES OF BRANDING (The Other Side of the Coin)
- 61. 2) May create negative image, if the brand fails in the market.
- 62. 3) Unwillingness on part of the customer to pay extra amount for branded goods. BROSS DIGITAL
- 63. 4) Several products under single brand & under similar type of diversification.
- 64. 5) Duplication of some brands to be made, ultimately the original brand will suffer the problem of loss, & also it has to face a loss of customers
- 65. 6) AS SUCH COMPETITORS HAD TAKEN PLACE TODAY, THEY INVENT THEIR NEW PRODUCT.
- 66. CONCLUSION
- 67. 1) Brand decides the survival of an organization. 2) Brand is like a base to construct a product. 3) Growth, profit, status Dependent on a brand. 4) Introduction stage, Growth stage & Maturity stage will be nil without branding, & last stage of Decline will be the first stage itself for a product.
- 69. BY – Aniket Pujari (B.Com, Pursuing MBA)