Branding is a process where marketers build long-term relationships with customers by understanding their needs. It involves creating trust in a product through consistent branding elements like the name, logo, and brand promise to deliver a certain experience. Strong brands have advantages like improved perceptions, greater customer loyalty, and the ability to charge higher prices. The brand promise is the marketer's vision for what the brand stands for and how it will benefit customers through everything they see or hear about the business. Key branding elements include the name, promise, personality, and visual associations that represent the brand.

1. Branding

2. Branding
 Branding is a process by which a marketer tries to build
a long term relationship with a customer by learning their
needs and wants.
 It can be used as differentiation strategy when the
product can not be easily distinguished.
 Branding create trust.
 Brand building is a conscious customer satisfaction
orientation process.

3. What is Brand?
 Branding is a combined effort of the company which is
projected to the consumer.

4. The Role of Brands
 Identify the maker
 Simplify product
handling
 Organize accounting
 Signify quality
 Create barriers to entry
 Serve as a competitive
advantage
 Secure price premium

5. Advantages of Strong Brand
 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

6. What is a Brand Promise?
 A brand promise is the marketer’s vision of what
the brand must be and do for consumers
 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.

7. Key Brand Elements
 Brand Name: Name , Tagline , Logo.
 Brand Promise: The single most important
thing your organization promise to deliver every
time.
 Brand personality : what you want your brand
to be known for.(Fun , serious , magical ,forceful
etc.)
 Brand association : color , Tagline , images ,
fonts , uniforms , equipments , etc.)

8.  Brand Recognition / Equity : awareness, loyalty,
quality, emotion
 Brand Preference / Loyalty : the degree to which
customers are committed to further purchases .
Ex: I will always buy Reebok (Brand Insistence)
 Brand Awareness :Your product is the first that comes to
mind in a certain product category
Ex : Snapple ice tea, jeans-Levi’s, walkman - SONY
 Brand Association : The link to favorable images,
celebrities, geographic regions
Ex: Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire