This document discusses branding and how it differentiates products and services. It provides examples of how Jaguar and Land Rover are branded differently as luxury and off-road vehicles respectively despite being under the same parent company. Branding helps consumers organize their knowledge and make decisions by creating mental structures that simplify product handling and provide predictability of demand. Branding can be applied to physical goods, services, people, places, and ideas to create differences between options.

1. What is a brand?

2. ‘ BRAND ’ is a product or service whose
dimensions differentiate it from other products
designed to satisfy the same needs.

3. HOW DOES IT WORK ?
Jaguar and Land Rover are both
automobile brands of same parent
company.

4. Jaguar leaves an impression of sleek ,
exquisitely designed luxury car.

5. Land Rover is an off roader having a long
history of use as a multi-utility vehicle.

6. Branding creates mental structure that helps
consumers organize their knowledge about
products and clarifies their decision making.
JAGUAR LAND ROVER
Luxurious, sleek Rough, Off-roader

7. FUNCTIONS
SIMPLIFY PRODUCT HANDLING
PREDICTABILITY AND SECURITY
OF DEMAND
LEGAL PROTECTION FOR
UNIQUE FEATURES
ORGANIZE INVENTORY

8. Branding can be applied anywhere where
customer has a choice.
• Physical good
• Services
• Person
• Place
• Idea

9. Physical goods like noodles

10. Services like airlines

11. Person like Aamir khan

12. Ideas like universal human rights

13. Branding is endowing products with power of
‘BRAND’ . It is basically creating differences
between products.

14. DISCLAIMER
Created by ADITYA KUMAR, MNNIT ALLAHABAD
, during an internship by Prof. Sameer Mathur ,
IIM Lucknow. www.IIMInternship.com