This document discusses branding and brand management. It defines a brand as a name given to a product or service that takes on its own identity. A brand stands out from competitors in today's crowded marketplace. Brands are established through consistent advertising, word-of-mouth recommendations, customer interactions, and real-life experiences. The document lists well-known brands like Microsoft, Ferrari, and Coca-Cola and discusses how brands are legally protected by trademarks. It also outlines strategies for building, managing, and sponsoring brands through manufacturer brands, private labels, licensing, and co-branding partnerships.

1. Student of
BBA Hons 5th semester
Registration number is
NI-F13-BBA-00528

3.  A brand is a name given to a product and/or
service such that it takes on an identity by
itself.
In today's marketplace teeming with thousands of
products and services, all of which are being
rapidly commoditized, a brand stands out from
the clutter and attracts attention.

5. Advertisements containing consistent messaging
Recommendations from friends, family members or
colleagues
Interactions with a company and its representatives
Real-life experiences using a product or service
(generally considered the most important element of
establishing a brand)

6. •Microsoft
•Ferrari
•Sony
•The Gap and Nokia
•A modern example of a brand is Coca Cola which belongs
to the Coca-Cola Company.
Legal protection given to a brand name is called a
trademark.

7.  Build Customer Awareness
 Create and stand for loyalty
 Trust
 Faith
 Create a variety in brand
 Increase a quality of brand
 Quantity of brand
 Increase a Value of brand

8. Brand manager have four options of sponsoring the brand. They are
.Manufacturer brand
.Private brand
.Licensing
.Co- branding
Manufacturer brand :
The brand owned by manufacturer and promoted
either directly or indirectly. This type of strategy is followed from
years. Pillsbury Atta is the manufacturer brand.
Private brand :
Private brands are also called as store brands. These
brands bearing the store name or store selected vendor name. Basic
ingredients of private labels. Like imtiaz super mall have own product
with a name of panama

9. Brand licensing : It is the legal authorization by the trade marked brand
owner to allow another company to use its brand for a fee. For example,
Hugo boss, Tommy Hilfiger,
The major benefits of brand licensing are low cost, free publicity and
revenue from royalty fees.
 Co- Branding: According to Kotler co- branding is ‘the practice of using
the established brand names of two different companies on the same
product’. For example, ICICI and HPCL came together to sell ICICI-
HPCL petro cards to the customer.
Both companies promote these products. Hence they can leverage brand
image and can reduce the cost.

10. Brand licensing : It is the legal authorization by the trade marked brand
owner to allow another company to use its brand for a fee. For example,
Hugo boss, Tommy Hilfiger,
The major benefits of brand licensing are low cost, free publicity and
revenue from royalty fees.
 Co- Branding: According to Kotler co- branding is ‘the practice of using
the established brand names of two different companies on the same
product’. For example, ICICI and HPCL came together to sell ICICI-
HPCL petro cards to the customer.
Both companies promote these products. Hence they can leverage brand
image and can reduce the cost.