The document discusses branding and related concepts in three sections. It begins by defining what a brand is, stating that a brand is a name, term, sign, symbol, design, or combination intended to identify goods/services of one seller and differentiate them from competitors. It then discusses why branding is important, noting branding allows for product differentiation, clarity in the marketplace, and can foster customer loyalty. The final section outlines some branding challenges and opportunities companies may face, such as savvy consumers with more education/media access, complex brand families, increased media fragmentation, higher competition, and rising costs related to inflation.

1. i am

2. Research Executive, Territory Manager, Area Manager, Chilled Dairy Manager,
Regional Manager

4. Sessional Criteria
1. Attendance (0.5*lectures) 8 marks
2. Quizzes (2.5*2) 5 marks
3. Class participation 5 marks
4. Final Report & Presentation 7 marks
Total 25 marks

5. Branding Defined
A brand is name, term, sign, symbol ,
design or a combination of them
intended to identify goods & services of
one seller or a group of sellers & to
differentiate from those of the
competition

9. Why brand?

10. differentiation

11. clarity

12. loyalty

14. What is a brand?

15. a good brand elicits thoughts…
a great brand elicits feelings.

16. Emotional relationships are stronger than logical relationships. Customers grant more
loyalty and leniency to brands that they hold a personal relationship with.

17. Next Week

18. What’s Brand ???

25. Branding
Challenges
&
Opportunities

26. Savvy Consumers
Education Level
Media & Information availability
Awareness level about health &
hygiene

27. Complex Brand Families

28. Media Fragmentation
Increased Media Choices
Traditional vs. Digital Media
Consumer attention span

29. Increased Competition

30. Increased Costs
Inflation
Maintaining Price Points Becoming Difficult
Consumer Purchasing Power

31. Mirza Shakeel

32. 1) Consumer disposition funnel
2) Definition of quality (Perceived Quality)
ADDITIONAL DISCUSSIONS