Branding has its origins in livestock owners using physical marks to identify their animals and goes back at least 5,000 years, while modern branding involves using names, symbols and designs to identify companies' products and services and differentiate them from competitors to build brand equity. Strategic brand management aims to identify brand positioning, implement marketing programs, measure performance, and grow brand equity over time through consistent messaging and actions that create meaningful experiences for customers.

1. Introduction to Branding
Course
Instructor:
Bipasha
Matin

2. The word “brand” is derived from the Old Norse wordThe word “brand” is derived from the Old Norse word
“brandr,” which means “to burn” as brand were and still“brandr,” which means “to burn” as brand were and still
are the means by which owners of livestock mark theirare the means by which owners of livestock mark their
animals to identify them.animals to identify them.
Branding: Historical OriginBranding: Historical Origin

3. Fleur-de-lis

4. Maverick
• The term "maverick," originally meaning an
unbranded calf, comes from Texas rancher
Samuel Augustus Maverick who, following the
American Civil War, decided that since all
other cattle were branded, his would be
identified by having no markings at all.
• Even the signatures on paintings of famous
artists like Leonardo Da Vinci can be viewed as
an early branding tool.

6. Just How Old is Branding?
• Branding goes back even further. As far back
as 1300 BC, potter's marks were used on
pottery and porcelain in China, Greece, Rome
and India. Branding of cattle and livestock go
back as far as 2000 BC. And archaeologists
have found evidence of advertising among
Babylonians dating back to 3000 BC. So, how
far back does branding go? At least 5000
years.

9. What is a brand?What is a brand?
 A name, term, sign, symbol or design, or aA name, term, sign, symbol or design, or a
combination of them, intended to identifycombination of them, intended to identify
the goods or services of sellers and tothe goods or services of sellers and to
differentiate them from those ofdifferentiate them from those of
competitors.competitors.
American Marketing AssociationAmerican Marketing Association

10. What is a brand name?What is a brand name?
 That part of a brand which can beThat part of a brand which can be
vocalized – the utterable.vocalized – the utterable.
American Marketing AssociationAmerican Marketing Association

11. What is a brand mark?What is a brand mark?
 That part of a brand which can be recognizedThat part of a brand which can be recognized
but is not utter able, such as symbol, design, orbut is not utter able, such as symbol, design, or
distinctive coloring or lettering.distinctive coloring or lettering.
American Marketing AssociationAmerican Marketing Association
Golden arches Swoosh

12. What is a trade mark?What is a trade mark?
 A brand or part of a brand that is givenA brand or part of a brand that is given
legal protection because it is capable oflegal protection because it is capable of
exclusive appropriation. A trademarkexclusive appropriation. A trademark
protects the seller’s exclusive rights to useprotects the seller’s exclusive rights to use
the brand name and/or brand mark.the brand name and/or brand mark.
American Marketing AssociationAmerican Marketing Association

13. A brand was name, term, sign, symbolA brand was name, term, sign, symbol
or design, or a combination of them,or design, or a combination of them,
intended to identify the goods orintended to identify the goods or
services of one seller or group ofservices of one seller or group of
sellers and to differentiate themsellers and to differentiate them
……(identity)(identity)
Day before yesterday…Day before yesterday…

14. Brands are much more than logos

15. In BANGLADESH we have…
PROMOTE These… !

16. Yesterday…
A brand was a bundle of benefits
delivered by products/services to
consumers…(utility)

17. Today…
A brand is an experience that real
people enjoy (hopefully) everyday…
And it has a name and a personality
which fits with me.
Jayanta Sengupta

18. Brand: todayBrand: today

19. examples…
• Marlboro is ‘masculine’ while Virginia
Slims is ‘feminine’
• IBM is ‘older’ while Apple is ‘younger’
• India Today is ‘old-fashioned’ while
Outlook is ‘trendier’

20. More examples…
Axe
• Seduction, masculinity, individuality,
unconventionality
Marlboro
• Masculinity, freedom, adventure
Levi’s
• Rebellion, sensuality, being cool

21. • People are looking for experience:
67% of consumers say:
“Even though there are many things I would like
to own, I prefer spending my money on
experiences that will enrich my life.”
Lifestyle Link, May 2001, Yankelovich Monitor
Today…Today…

22. Branding Today
A brand is an intangible asset that
resides in people’s minds, which is
defined by the expectations people
have about the benefits they will
receive. These expectations of
benefits are developed over time
by communications and - moremore
importantly - by actions.importantly - by actions.
D. Semans,AMA Internal Branding
A brand is a reason
to choose.
Cheryl Burgess

23. Brand: today
HandlingHandling
ResponsivenessResponsiveness
StabilityStability
Speed/AccelerationSpeed/Acceleration
TechnologyTechnology
““Performance”Performance”
Experience/emotional
Benefits
Performance
Benefits
PrestigiousPrestigious
Part of a select groupPart of a select group
““I’ve made it”I’ve made it”
““I’m treating myself”I’m treating myself”
““Important/Successful”Important/Successful”
D. Semans, AMA Internal Branding

24. Where do you all fit in ?Where do you all fit in ?
(i)(i) All of you have a nameAll of you have a name
(ii) All of you have Distinguishable features like brand mark(ii) All of you have Distinguishable features like brand mark
(iii) All of you have trade mark(iii) All of you have trade mark

25. Can everything be branded?
• A brand resides in the minds of consumers.
• Consumers perceive differences among
brands in a product category.
• Even commodities can be branded:
– Coffee (Nestle), bath soap (Lux), flour (Fresh),
beer (Castle), salt (Molla), oatmeal (Jungle),
pickles (Pran), and even water (MUM), puffed rice
(ruchi), sugar

26. What is branded?
• Physical goods
• Services
• Retailers and distributors
• Online products and services
• People and organizations
• Sports, arts, and entertainment
• Geographic locations
• Ideas and causes
26

27. What is branded?
• Physical Goods

28. Sony
The Sony Vaio series – one voice by Sony
* Aesthetics – integrated family
look. All products bear some
common elements.
* Style of use – interface design
– unique way of operating a
product.
* Some functions special to the
brand

29. • Services

30. Ritz Carlton Hotel
 Hotel designHotel design
 LocationLocation
 Customer serviceCustomer service
 RestaurantsRestaurants
 Quality of productsQuality of products
In- roomIn- room

31. Retailers and distributors

32. Online products and services

33.  ConvenienceConvenience
 ServiceService
 SpeedSpeed
 CostCost
NetFlix:
An online DVD and Blue-ray Disc rental service,
offering flat rate rental-by-mail

34. People and organizations

35. Sports, arts, and entertainment

37. Geographic locations

41. Ideas and causes

42. Products Vs Brands

43. PRODUCT
• Product: anything we can offer to a market for
attention, acquisition, use, or consumption that
might satisfy a need or want.
• May be a physical good, a service, a retail outlet, a
person, an organization, a place, or even an idea.

46. Brand is more than a Product
BRAND

47. Products exist to expand choice.
Brands exist to simplify choice.
A product occupies functional territory.
A brand occupies mental and emotional territory.
A product is something made in a factory.
A brand is something that is bought by a
customer.
A product can easily be copied by a competitor.
A brand is unique.
A product can be quickly outdated.
A successful brand is timeless.
A product does something.
A brand stands for something in someone’s
mind, in addition to doing something.
A product is defined by it’s heaviest users.
A brand, by the attraction of what it stands for,
defines it’s users.

48.  To establish a powerful, relevant identity
in the minds of customers in order to
encourage their initial purchases and
nurture an ongoing relationship between
the marketer and the end user.
 Creating customer loyalty through
value innovation – is the ultimate objective
and meaning of brand.

49. In 'blind' taste tests, people prefer
the taste of Pepsi over the taste of
Coke. However, if the test is not
'blind' and the tasters know which
beverage is which, they prefer the
taste of Coke over Pepsi! That is
the emotional power of a brand.
The Coca-Cola brand has the power
to actually change an individual's
taste!
Coca-cola was the no.1 brand in the
world.
The first shape that was registered is
the coca cola bottle.

50. Why do Brand matters?
To Consumer
• Help buyers identify the product that they like/dislike.
• Identify marketer
• Helps reduce the time needed for purchase.
• Helps buyers evaluate quality of products especially if unable
to judge a products characteristics.
• Helps reduce buyer’s perceived risk of purchase.
• Buyer may derive a psychological reward from owning the
brand, Rado or Ford.

51. Why do brand matter?
To Manufacturer
•Differentiate product offering from competitors
• Brand identifies the companies products making repeat
purchases easier for customers.
• Brand helps firm introduce a new product that carries the
name of one or more of its existing products...half as much as
using a new brand, lower co. designs, advertising and
promotional costs.
• Easier cooperation with intermediaries with well known
brands
• Facilitates promotional efforts.
• Helps foster brand loyalty helping to stabilize market share.
• Firms may be able to charge a premium for the brand.
•Legal Protection
•Financial returns

52. Coca-Cola cost $2.85, is only 2 liters.
Generic cola cost $1.23, is 2.25 liters

53. Importance of Brand Management
• Brands are vulnerable, and susceptible to poor
brand management.
53

54. Assignment 1: What are the strongest
brands?

55. Branding Challenges and Opportunities
• Savvy customers
• Brand proliferation
• Media fragmentation
• Increased competition
• Increased costs
• Greater accountability
• Regulation
55

56. BRAND EQUITY
A brand's power derived from
the goodwill and name
recognition that it has earned
over time, which translates into
higher sales volume and higher
profit margins against
competing brands.

57. The Brand Equity Concept
• No common viewpoint on how it should be
conceptualized and measured
• It stresses the importance of brand role in
marketing strategies.
• Brand equity is defined in terms of the
marketing effects uniquely attributable to the
brand.
– Brand equity relates to the fact that different outcomes result in the
marketing of a product or service because of its brand name, as
compared to if the same product or service did not have that name.
57

58. They had a really good
brand equit y, which
meant t hey would sell
more due t o t he f act t hat
t hey were well known and
popular.

59. Strategic Brand Management
• It involves the design and implementation of
marketing programs and activities to build,
measure, and manage brand equity.
• The Strategic Brand Management Process is
defined as involving four main steps:
1. Identifying and establishing brand positioning and values
2. Planning and implementing brand marketing programs
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity
59

60. 60
Strategic Brand Management ProcessStrategic Brand Management Process
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand value chain
Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
Key ConceptsSteps
Grow and sustain
brand equity
Identify and establish
brand positioning and values
Plan and implement
brand marketing programs
Measure and interpret
brand performance

61. Group Assignment
Select your division and give a
creative and relevant BRAND
NAME.
Write a short description of it.
Submission Date: 25 May 2015