A brand is a name, logo, symbol or design that identifies a product or service and differentiates it from competitors. It creates value by signaling quality, building loyalty and allowing price premiums. Developing a strong brand involves crafting a consistent promise or personality conveyed through all customer interactions to positively influence perceptions. Key aspects include top management commitment, consistent internal-external messaging, refreshing the brand over time, and guiding the brand style for all employees. Strong brands strengthen loyalty, attract customers, build trust and feelings of security to create memorable positive experiences.

3. A name, term, sign, symbol, or design
used to identify the products of one firm
and to differentiate them from competitive
offerings.
 Something used to show customers that
one product is different than the products
of another manufacturer.

4. What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.
Company
Brand
Consumer
Marketing
Design

7. Brand Name
Words, letters, or symbols that make up
a name used to identify and distinguish
the firm’s offerings from those of its
competitors.

8. “A name, logo, or symbol that
evokes in customers a perception of
added value for which they will pay
a premium price.”
John Torella, J.C. Winters Group, Toronto
“A product with a personality.”
Chris Staples, Rethink, Vancouver
Marketing communications in any form has an impact
on customers’perceptions.

9. “The degree of consumer attachment
to a brand.”
Recognition
Preference
Insistence
Awareness of name,
benefit and package
Is useful, consumer will
buy if available…evoked
set
Will search for; must have

10.  Identify the maker
 Simplify product handling
 Organize accounting
 Signify quality
 Create barriers to entry
 Serve as a competitive advantage
 Secure price premium

11. Branding is endowing
products and services with
the power of the brand

12. Brand equity is the added value
endowed on products and
services, which may be reflected
in the way consumers, think, feel
and act with respect to the brand.

13. Improved perceptions of product
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to crises
Larger margins
More inelastic
Greater trade cooperation
Increase marketing communications effectiveness
Possible licensing opportunities

14. A brand promise is the
marketer’s vision of what the
brand must be and do for
consumers

15. Company
Product A
Product B
Product Packaging
Websites
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed
by everything people see, hear, touch, taste or smell about your
business.
logo
Integrity of Brand

16. • A promise that gets kept consistently
• It creates a personality and a life for
your products/services
• A unique and consistent look, feel, tone
and voice for all communications
• It’s essential to your success in the
marketplace

18. Keys to building successful
brands• Good advertising agency
• Top management must be
committed to this effort
• Keep brand consistent internally
and externally
• Guide the brand style to every
employee
• Refresh/update brand after a few
years

19. Keys to building successful brands
• Strengthens employees loyalty
• Attracts clients/customers
• Keeps current relationships strong
• Builds confidence
• Builds feelings of security and trust
• Creates a memorable, positive
experience

20. Thums up Pepsi Coco cola
Akshay Kumar Ranbir kapur
Shahrukh khan
Amir khan
“Test the thunder ” ”Yeh hai
youngistaan meri
jaan”
’’Thanda Matlab
Coca-Cola’’

21. Brand creates a personality and a life for
your products/services
Branding is essential to your success in the
marketplace
 Now a days huge customers
wants branded product