Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What is Branding? - A presentation by


Published on

What is branding? Learn Branding and Branding strategies applied in corporate world. What is brand idendity? Why a logo is important for a company? How does a colour affect a brand visibility? Get all these answers through this presentation made by

Published in: Education, Business, Technology
  • Be the first to comment

What is Branding? - A presentation by

  1. 1. Marketing: Branding & Its Process
  2. 2. What is a Brand? A brand is more distinctive than a product. • It’s first of all a name, a means of identification. • Secondly it’s a set of added values offering both functional and psychological benefits. “If Coca Cola lost everything except for ‘the formula’ and its ‘Brand Name’, it could walk into any bank in the world and get $100 billion loan to start from the scratch.”
  3. 3. Brand Attributes Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand. • Name • Logo • Colours • Essence
  4. 4. Brand Name • It should be unique/distinctive (for instance- Kodak, Mustang) • It should be extendable. • It should be easy to pronounce, identified and memorized. (For instance-Tide) • It should give an idea about product’s qualities and benefits (For instance- Swift, Quickfix, Lipguard).
  5. 5. • It should be easily convertible into foreign languages. • It should be capable of legal protection and registration. • It should suggest product/service category (For instance Newsweek). • It should indicate concrete qualities (For instance Firebird). • It should not portray bad/wrong meanings in other categories. (For instance NOVA is a poor name for a car to be sold in Spanish country, because in Spanish it means “doesn’t go”). Brand Name…continued
  6. 6. Logo Logos are a critical aspect of business marketing. As the company's major graphical representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.
  7. 7. Colours: They do impact too
  8. 8. Brand Essence A Brand should mean a single powerful thing: The Essence • Essence of Volvo : Safety • Essence of Tata : Trust • Essence of Fevicol : Bonding • Raymond has been selling the complete man for over 2 • Decades • Essence of Dettol is protection against germs
  9. 9. Brand Management • It includes developing a promise, making that promise and maintaining it. • It means defining the brand, positioning the brand, and delivering the brand. • Brand management is nothing but an art of creating and sustaining the brand.
  10. 10. Brand Management Strategies • Co-Brand • Stealth Brand • Fighting Brand • Multi Brand
  11. 11. Co Branding
  12. 12. Stealth Branding : Undercover Branding • Good option when unsure about new market • Brand building that attract customer attention but not of rivals. Ex : Sony Ericsson in 2002 in the USA
  13. 13. Fighting Branding is a lower priced offering launched by a company to take on, and ideally take out, specific competitors that are attempting to under-price them. Ex: Intel Celeron vs AMD K6 Ex: HLL’s Wheel vs Nirma
  14. 14. Multi Branding Under different and unrelated brands two or more similar and competing products are marketed by the same firm. • Hold more shelf space • Fill all price and quality gaps • Cater to Brand-Switchers • Generate internal competition
  15. 15. Brand Extension Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same Brand Name in a different product category. The new product is called a spin-off.
  16. 16. Brand Identity vs Brand Image
  17. 17. Brand Personality It means assigning human personality traits or characteristics to a brand so as to achieve differentiation.
  18. 18. Brand Awareness vs Brand Recognition vs Brand Recall • Brand Awareness:  is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. • Brand Recognition: is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard.
  19. 19. Brand Recall: is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal.
  20. 20. Brand Loyalty Brand Loyal customers are the foundation on an organization. 80 : 20
  21. 21. Brand Promise Brand promise is what you say to the customer and what is to be delivered. Reasons when companies fail to fulfil Brand Pro: • When they refuse to recognize the customer expectations. • When they implement a system which gives a negative experience to the customer. • When they are not able to hire the best candidate.
  22. 22. Brand Equity Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as the differential impact of brand knowledge on consumers response to the Brand Marketing.  Brand Equity exists as a function of consumer choice in the market place. The concept of Brand Equity comes into existence when consumer makes a choice of a product or a service. It occurs when the consumer is familiar with the brand and holds some favourable positive strong and distinctive brand associations in the memory.
  23. 23. Factors Contributing to Brand Equity • Brand Awareness • Brand Association/Image • Brand Loyalty Brand Equity can be determined by measuring: • Returns to the Share-Holders. • Evaluating the Brand Image for various parameters that are considered significant. • Evaluating the Brand’s earning potential in long run. • By evaluating the increased volume of sales created by the brand compared to other brands in the same class. • The price premium charged by the brand over non-branded products.
  24. 24. Thank You :)