This document discusses branding in different sectors including customers, industrial, retail, and services. For customers, building a brand requires creating associations that consumers are aware of and feel favorably toward. Key factors for customer branding include choosing memorable and meaningful brand elements, integrating marketing programs, and leveraging secondary associations. In industrial sectors, branding focuses more on being reliable and ensuring quality since the audience is professional. Guidelines include adopting a clear corporate branding strategy and linking non-product associations. Services have dimensions of tangibility, variability, and perishability that influence branding. For service companies, the brand is reflected in customer interactions. First Direct bank ensured high quality service through customer-focused recruiting. Retailers

1. TOPIC:
Branding In Different Sectors:
Customer, Industrial,
Retail &Services
Presented by :
Shivi Mittal
Mba (a)

3. Branding in customers:
Building brand requires creating a
brand that consumers are aware of and
with which consumers are strong,
favorable and unique associations
depends upon.
For instance (1):
In beauty products women's prefer
Lakme,Oriflame& elee18 brand
product
mans in suits prefer “Raymond”

4. THREE IMPORTANT FACTOR:
for building brand in customer s“
 The
initial choices for the brand elements.
 The supporting marketing program.
 Leverage of secondary associations.

6. 1. Choosing brand elements:
•
•
•
•
Memorability - recognition, recall
Meaningfulness - persuasive
Likability - fun, visually pleasing
Transferability - across products,
borders
• Adaptability - flexible, updatable
• Protectability - legal, competitive

7. Choosing brand elements:
 Memorability
Building brand
 Meaningfulness
 Transferability
 Adaptability
 protect
ability
Maximize and
protect the
value

8. 2.Integrating the brand into supporting
marketing program:
 Product strategy
 Price strategy
 Channel strategy communicating strategies

9. 3.Leveraging secondary
association:
 There
are various ways to create brand
equity. Brand elements offer many
alternatives style, logo unique selling
proposition etc. Then there are marketing
strategies aimed at product, price and
distribution network. Here focus is on
product and its attributes, correct and
convincing price structure, and finally
choice of product reaches consumer.

10. Branding in
Industrial
Sector

11. BRANDING IN
INDUSTRIAL SECTOR
B2B branding has its specific features. First
of all, these features are related to the fact that
the commercial brand is working with the
professional audience. Requirements for the
professional audience are tougher, so the
emphasis in creating brand shifts from the
emotional angle to rational one. Requirements
for the B2B brand are the same as the
requirements for professionals - being
reliable, predictable and guaranteeing quality.

12. For
example:
Mechan designs and manufactures mechanical
handling equipment for the rail industry, but by
2005 its image was starting to look dated. At the
same time the company was faced with a static
UK market and growing competition from
abroad, so it needed stronger communications to
create impact with potential business customers.
Working with a designer the company
researched what the brand actually stood for (the
big idea) and then a branding consultancy
created a visual identity that is strong, clean and
simple and works across all the company’s
communications, including products, website,
trade stands and literature

13. Different Type Of Industrial Goods
 Raw material &Manufacture materials and
parts
 Long lasting capital installations &equipments
that facilitate developing or managing finished
products
 Short lasting supplies and services
 Regardless of the particular type of industrial
goods sold

14. Some branding guidelines are as
follows:
Regardless of particular type:
1. Adopt a corporate branding strategy & well –
defined brand hierarchy .
2. Link non-product related associations
3. Employ full range of marketing communication
option(personal selling,brouchers,sponserships)
4. Segment customers carefully
(it is important to achieve pop and of pod)

15. High tech products:
These products change so rapidly over time due to
tehnological innovations and R& D
1. Leverage secondary associations of quality
2. Link non –product related associations(brand
peersonality)
3. Carefully design and update brand portfolios
a) brand extension are a common hightech
startegy.

16. Branding
in service
sector

17. Dimensions of service:
 Tangibility
 Seprability
 Variability
 Perishability

18. Service Companies:
Whilst most companies and organizations are providing a
service of one type or another, for some businesses customer
service is the dominant part of the offer. For these companies
particular attention needs to be paid to how the brand (the
big idea and all its components) are reflected in the way the
service is provided and the way staff interact with
customers.

19. Service sector:
First Direct: service
First Direct was the first company to bring a 24-hour
banking service to the market and its level of service
was a key message in promoting the bank to potential
customers.
To ensure the delivery of high quality service, First
Direct recruits people with customer service skills
rather than those who are already in the banking
industry. This ensures that the company‟s service
delivery matches is brand „promise‟.

20. RECOMMENDATIONS FOR IMPROVING
SERVICE QUALITY:
Listening
Reliability
Basic services
Holistic view
Recovery
Quick and personal response
Surprises
Fairness
Teamwork
Employee research
Seervice leadership

21. Branding in retailing
Retailers create their own
brand equity by establishing
awareness and associations to
their product assortment
(breadth & depth) pricing &
credit policy and quality of
service

22. Strategies for retail business
 Create
brand hierarchies
 Enhance manufacturers brand equity
 Establish retailers brand equity
 Avoid overbranding

23. 1