1.  A brand is a
name, sign, symbol, slogan or
anything that is used to identify
and distinguish a specific
product, service, of a particular
organization having a substantial
competitive advantage
Developing of a brand
 Organization develop a brand to
attract and keep customers by
prompting value, image and
prestige or life style

2.  The purpose of branding is to transform the product.
 Transforming a commodity like product into
customer satisfying value added propositions is the
essence of branding.
 Brand must make the product relevant and
meaningful for the target consumers. It must
enhance the product over and above the basic
generic level.
 •Customers are seekers of value. They expect the
products or services to make the appropriate value
delivery.
 •The physical aspect of brand is contained in its
physical form which includes the product and the
packaging, while the perceptual aspect of brand
exists in the psychological space of the consumer.

3.  Product Brands
 Service Brands
 E-brands
 Media Brands
 Not-for-profit Brands
 Nation Brands
 Government Brands
 Global Brands
 Organization Brands

4. Characteristics:
 Cost Inexpensive.
 Balance of product to service
Almost exclusively tangible
product, although service component can
be present (eg, customer-care lines).
 How purchased
Mainly through conventional fmcg
distribution networks –
supermarkets, other shops, vending
machines, relatively large volume
outlets.

5. Service brands are characterized by the need to
maintain a consistently high level o service delivery
throughout hundreds, or even thousands of staff.
Although a product component may be involved, it
is essentially the service that is the brand.
These are more complex than product brands for
two reasons:
 because it is always harder to brand something you
can’t touch
 because they are delivered directly by employees.

6. Characteristics:
 Intangibility
Service brands can seldom be tried out in
advance, which requires the establishment of a
greater degree of trust.
 Inseparability of production and consumption
Services cannot generally be stockpiled in advance
but are produced and consumed in real time.
 Inconsistency
Since humans are usually instrumental in
delivering services.

7.  Classic service brands eg, airlines, hotels, car rentals and banks.
 Pure service providers eg, member associations
 Professional Service Brands
eg, advisors of all kinds – accountancy, management
consultancy.
 Agents eg, travel agents and estate agents.
(This category of a brand has become endangered by the rise of
the Internet.)
 Retail brands
◦ eg, supermarkets, fashion stores and restaurants.
◦ Retail Brands are complex and multifaceted.
◦ Consumers have a much more involved and interactive
experience with retail brands. The meanings of retail brands
are more heavily
◦ derived from consumer’s direct experience rather than from
advertising.

8.  E-brands
◦ The Internet is a medium that presents new challenges for brand
owners, but the underlying principles of branding are
unchanged.
◦ The Internet is developing a more direct style of relationships
between customers and brand owners, and all those interactions
◦ give an opportunity for strengthening the brand identity.
 A distinction needs to be made between ‘e-tailers’,
- e-brands’ primary activity is to deliver physical products like
Amazon.com
- e-brands focus on delivering a service or experience, like
GTA.com
 In both cases, however, it is the intangibles, the brand
values that will attract online customers.

9.  Media brands
eg, newspapers, magazines, television channels.
 Not-for-profit organization brands
◦ Non-profits are often at a disadvantage when
it comes to branding.
 they don’t have the deep pockets of corporations
who can afford to hire brand specialists
 they don’t have staff whose job it is to protect the
integrity of the brand, and promote it at every turn.
 But successful branding can have a great effect on
raising awareness of the charity and its
mission, and on fund-raising

10.  Nation brands
◦ New ways of thinking lead to countries being
positioned as tourist destinations, enhancing status
of goods and services produced, and aiding under-
developed countries.
 Global brands
◦ Companies have been marketing their products and
brands in different countries for decades. However
they were almost always marketed according to local
conditions.

11.  What is an organization brand?
◦ It is neither a product/service nor a corporate
brand, it is wider than both.
- It relates to all stakeholders and in many cases is
rarely advertised.
 The organization brand represents the
impression that people inside and outside the
organization have.