This document defines key concepts related to branding, including brand, brand name, branding, brand identity, brand image, brand character, brand culture, brand personality, and brand essence. It explains that a brand differentiates a product or company and creates an identity. Branding involves creating a reputation and awareness for a product. The components of branding include brand identity, or how the brand wants to be perceived; brand image, or current consumer perceptions; brand character regarding integrity and trustworthiness; brand culture relating to shared values; and brand personality involving human traits. Brand essence captures the emotional elements and core values of a brand.

1. BRANDING

2. Brand
 A name, term, sign, symbol or design used to identify the product of one
firm from another and to differentiate them from competitive offerings.
 Something used to show customers that one product is different from
the products of another manufactures.

3. Brand Name
“A rose by any other name would not smell
as sweet”
 Brand name provides an identity which
differentiates one firm’s offerings from
those of its competitors.
 Key marketing concepts of
positioning, imagery are centered around
brand name.

5. BRANDING
 Branding is a plan for earning product
reputation and for making sure that the world
knows about it and believes in it too.
 Branding protects a seller's products against
those marketed by competitors and imitators
and helps consumers identify the
quality, consistency, and imagery of a preferred
source.
 Customers(particularly consumers) view a
brand as an important part of a product and
branding can add value to a product.

6. COMPONENTS OF BRANDING
BRAND IDENTITY
Is how brand strategists want the brand to be
perceived. It is a set of unique brand associations
that represent what the brand stands for. These
associations imply a promise to customers from
organization members.
Brand identity should help establish a relationship
between the brand and the customer by
generating a value proposition involving
functional, emotional or self expressive benefits.
For consumers, Surf became synonymous to any
washing powder. It was the most popular
detergent among consumers and had strong
media presence.

7. DAAG ACHCHE HAIN

8. BRAND IMAGE
Is a key component in the
formation of a clear and
recognizable brand identity in the
market.
Brand image is related to how the
brand is currently perceived by
consumers.
In other words what is the
reputation of the brand in the
marketplace.

11. BRAND CHARACTER
Is related to its internal constitution, how it is
perceived in terms of integrity, trustworthiness
and honesty. This is also related with the
promise of the brand to deliver the experience
associated with its name.
A crisp Cover Photo and instantly recognizable
product as a Profile picture helps create
something engaging, as does Coke’s willingness
to interact with its community.

12. BRAND CULTURE
Is about the system of values that
surround a brand much like the
cultural aspects of a people or a
country.

14. BRAND PERSONALITY
Is the set of human characteristics that
are associated with the brand.
It includes such characteristics as
gender, age, socioeconomic class, as well
as human personality traits such as
warmth and sentimentality.

15. AXE
Seduction, masculinity, individuality, unconventionality
MARLBORO
Masculinity, freedom, adventure
LEVIS
Rebellion, sensuality, being cool.

16. BRAND ESSENCE
(BRAND SOUL)
Represents the emotional elements
and values of the brand. Essence
should be part of a long term
positioning that does not change with
every communication
Hallmark uses the phrase, Enriching
Lives to capture its Brand Essence and
company culture.
Enriching Lives represents the basis for
how Hallmark serves customers,
develops its products, communicates in
its marketing, merchandises stores, and
creates a positive work environment for
employees.

17. THANK YOU