This document discusses branding, including defining a brand as representing consumers' perceptions and feelings about a product, brand equity as the value a brand generates through loyalty, awareness, quality and associations, and brand positioning at different levels like attributes, benefits, culture and personality. It also covers selecting distinctive brand names that are easy to pronounce and translate, as well as developing brands through approaches like line extensions, brand extensions and new brands.

2. Agenda
• What and Why?
• Branding Definition
• Brand Equity
• Brand Positioning
• Brand Name Selection
• Brand Sponsor
• Trademarks
• Brand Development

4. VIDEO

5. Branding Definition
Brands are more than just names and
symbols. Brands represent consumers’
perceptions and feelings about products
and its performance – everything that the
product or service means to consumers.

6. Brand Equity

7. Logo

8. Names

9. Color

10. Brand Equity
The value of a brand, based on the extent to
which it has high brand loyalty, name awareness,
perceived quality, strong brand associations,
and other assets such as patents, trademarks
and channel relationships.

11. Brand Valuation

13. $69 Billion

15. Brand Positioning

16. VIDEO

17. Several Levels
•Attributes
•Benefits
•Culture
•Personality

19. Attributes
“Well Engineered”
Benefits
“Durable”
Culture
“German”
Personality
“Middle-Aged Business Executive”

20. Brand Name
Selection

21. Product benefits and
qualities

22. Easy to pronounce

23. Distinctive

24. Translate Easily

27. Brand Development
Brand
Development

28. Multibrands New Brands
Line Extension Brand Extension