Branding describes the identity of a brand. This presentation explains the various branding concepts used in Marketing.

1. Made By:
GARVIT KUMAR
GAURI SHARMA
SHREYA SHETTY
ANUP KUMAR
MANISHA CHITRAM

2. “When you look at a
strong BRAND, you see a
PROMISE”
- Jim Mullen(Legendary
guitarist)

3. BRAND IN
SIMPLE
WORDS
(BRANDING
COMPONENTS)
BRAND – IMAGE, IDEA of a PRODUCT
that consumers CONNECT.
HOW?

4. FAMOUS
LOGOS
&
THEIR
HIDDEN
MEANINGS

5. Objectives of a
GOOD
BRAND
• Clearly delivers the
message
• Confirms your credibility
• Emotionally connects
your target prospects
with your product or
service.
• Motivates the buyer to
buy
• Creates User Loyalty
Customer Experience through
superb USER INTERFACE
“The chance to make a memory is
the essence of brand marketing”
-Steve Jobs
Products make the customers feel
GOOD
UNBOXING videos – truth and
honest
Shot on iPhone campaign – user
feedback
87% of iPhone customers show
BRAND LOYALTY

6. BRANDING
VS
MARKETING
BRANDING
• BRANDING is a PULL strategy
• Branding is the MESSAGE you
receive from others
• It is done for the consumers
MARKETING
• Marketing is a PUSH tactic
• Marketing is the Message
about your business
• It is done for the company

7. BRAND
LOYALTY
It is a scenario where the
consumer fears purchasing and
consuming product from
another brand which he does
not trust.
HOW?
1. Word of Mouth
2. Repetitive Buying
3. Price Sensitivity
4. Commitment
5. Brand Trust
6. Customer Satisfaction
As Brand Loyalty increases, the
threat among competitors
decreases.

8. BRAND
IDENTITY
PRISM

9. • Brand equity refers to a value
premium that a company
generates from a product with a
recognizable name, when
compared to a generic
equivalent.
• Companies can create brand
equity for their products by
making them memorable, easily
recognizable, and superior in
quality and reliability. Mass
marketing campaigns also help to
create brand equity.
BRAND
EQUITY

11. • The first question that an emerging
business needs to ask is: "What makes our
brand stand apart?"
• The second pillar of building brand equity
is establishing brand relevance. Customers
are always subconsciously asking, "Does
this brand speak to me?"
• The third pillar is brand esteem, which is a
measure of how highly consumers regard
the brand. This is closely related to
perceived feelings of popularity or highly
perceived quality.
• The fourth pillar, brand knowledge, is the
consumer's understanding of the brand's
inner workings. High brand knowledge
suggests acute customer intimacy or proof
that consumers are experienced with how
your product or service works for them –
for better and for worse.
BRAND
EQUITY -
FOUR PILLARS

12. • A company’s brand identity is how that business wants to be perceived by consumers. The
components of the brand (name, logo, tone, tagline) are created by the business to reflect
the value the company is trying to bring to the market and to appeal to its customers.
• BREAKING DOWN 'Brand Identity‘
• Most miscommunication in daily life can be chalked up to an mismatch between intent and
perception: You think you said one thing, the person you talked to thought you said
something else. Companies often have the same problem.
• In the context of business and branding, a company’s brand identity is what it says about
who it is – the product or service it delivers, the quality it gives customers, its advantages
over competing brands. The brand image, on the other hand, is how the brand is perceived
by the public.
• The challenge any company faces when trying to build a brand is to make sure that its
identity matches its image as closely as possible. A negative gap between brand identity
and brand image means a company is out of touch with market sentiment, which can make
offering services or products more difficult and can even result in a loss of value on the
company’s books.
BRAND
IDENTITY

13.  A brand promise is an extension of a company's
positioning.
 The first think to note is that a brand promise is
not simply a description of what the company
does or offers to its customers. It is what it
promises them beyond the service or product on
offer.
 The strongest brand promises convey value to
their target market or buyer personas. Think of
your promise as your core selling philosophy.
 A question that any marketer should ask: Would a
customer or prospect recognize your brand
without the visual aid of a tangible product, logo,
or slogan?
BRAND
PROMISE

14. • The NFL: “To be the premier sports and entertainment
brand that brings people together, connecting them
socially and emotionally like no other.”
• Coca-Cola: “To inspire moments of optimism and uplift.”
• Virgin: “To be genuine, fun, contemporary, and different
in everything we do at a reasonable price.”
EXAMPLES

15. THANKYOU