2. Plan of Presentation
Introduction to Branding
What ‘a brand is not’?
What ‘a brand is’
The Power of Branding
Why Branding is so Important?
Brand Building Strategies
References
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3. Introduction to Brand
A brand is a name, term, sign, symbol, or design, or a
combination of these, that identifies the maker or seller of a product or
service.
History of Branding:
The word "brand" derives from the word "brandr" meaning "to
burn" - recalling the practice of producers burning their trade mark (or
brand) onto their products.
The oldest generic brand, in continuous use in India since the
Vedic period is the herbal paste known as Chyawanprash, consumed
for its purported health benefits and attributed to a revered rishi (or
seer) named Chyawan.
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4. Around 1900, James Walter Thompson published a house
ad explaining trademark advertising. This was an early
commercial explanation of what we now know as branding.
Companies soon adopted slogans, mascots and jingles that
began to appear on radio and early television.
By the 1940s, manufacturers began to recognize the way in
which consumers were developing relationships with their
brands in a social/ psychological sense.
Manufacturers quickly learned to build their brands‘
identity and personality such as youthfulness, fun or luxury. This
began the practice we now know as "branding" today, where the
consumers buy "the brand" instead of the product.
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5. What is a Brand?
Consumers view a brand as an important part of a
product, and branding can add value to a consumer’s
purchase. Customers attach meanings to brands and
develop brand relationships. As a result, brands have
meaning well beyond a product’s physical attributes.
Branding is an effort to give a unique identity to
the company’s products and create emotional
associations with consumers.
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9. What ‘a Brand is Not’
Logo
Advertising
Brand
Sponsorships
Public Relations
Marketing
Naming
Product
10. Brand is rational
and emotional
“Brand can drive future sales
growth, pricing power and profit
margins - strong brand translates
into solid future EPS growth
“I’ve always
just been
a Nike person”
“Brand is an intangible asset, but it
does have value and can be
measured even though it’s not on
the balance sheet”
“I would rather feel bad
in Maine then good
anywhere else in the
world”
“Wherever you go, there
are three icons that
everyone knows: Jesus
Christ, Pele and Coca-
Cola”
“Companies that have a brand, and
are able to monetize that brand,
are tremendously profitable”
RATIONAL EMOTIONAL
14. Strong brands generate greater
demand
Share
Price
share
$
Unbranded
curve
Branded
curve
In 2011,
35% of U.S.
consumers polled
said they would
pre-order the
iPhone 5…
sight and price
unseen
BRAND
EQUITY
MODEL OUTCOME
15. Funds at any stage, are chasing demand so they can
execute their strategy.
Brand is the conduit between trust and demand for funds
at any stage
Growing
Proven
Established
Size (AUM) < $500M
Strategic priority:
Sourcing investors
FUND STAGE
Size (AUM) $500M - $1B
Strategic priority:
Closing funds to
new investors
DEMAND
TRUST
Size (AUM) > $1B
Strategic priority:
Seeding additional funds
22. What a good brand does
Strengthens employees loyalty
Attracts clients/customers
Keeps current relationships strong
Builds confidence
Builds feelings of security and trust
Creates a memorable, positive experience
Creates better choices for the customer
Being distinctive in the market
23. Improved perceptions of product
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to crises
Larger margins
More inelastic
Greater trade cooperation
Increase marketing communications effectiveness
Possible licensing opportunities
Advantages of Strong Brand
24. The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
25. Why Brands are Costly?
Because nowadays products & services have become
alike, brands came to distinguish them, HOW?
Branded lifestyle is
extended to brand
categories, saves
cost on company
Creates relationship
between brand &
consumer that will
lead to customer
loyalty.
Add emotion and trust
Creates lifestyles that
inspire the
consumer and
affects his lifestyle
The combination of emotions,
relationships, lifestyles and
values allows brand owners to
charge a price premium for
their products and services,
which otherwise are barely
distinguishable from generics
26. Strategies of Building Great Brands
“The degree of consumer attachment
to a brand.”
Recognition
Preference
Insistence
Awareness of name,
benefit and package
Is useful, consumer will
buy if available…evoked
set
Will search for; must have
27. Branding Objective
Creates in the mind of the
customers’ expectation - the
perception - that there’s no other
product or service quite like this
branded one!
28. Brand equity is the added value
endowed on products and services, which
may be reflected in the way consumers,
think, feel and act with respect to the brand.
A brand promise is the marketer’s vision
of what the brand must be and do for
consumers
Building Brand Equity
29. Company
Product A
Product B
Product Packaging
Websites
Advertisements
A brand is a promise. A promise to achieve
certain results, deliver a certain experience, or
act in a certain way. A promise that is conveyed
by everything people see, hear, touch, taste or
smell about your business.
logo
Integrity of Brand
30.
31. Guess Who Am I ?
What does the following
symbols mean to you?
1) Chicken, An old man, with white hair and
beard, name consists of 3 letters?
2) Have a break, have a ....
32. Brand Recognition / Equity - awareness, loyalty, quality,
emotion
Brand Preference / Loyalty - the degree to which
customers are committed to further purchases.
Ex:- I will always buy Reebok (Brand Insistence)
Brand Awareness -your product is the first that comes to
mind in a certain product category.
Ex:- Jeans-Levi’s, Walkman - SONY
Brand Association - the link to favourable images,
celebrities, geographic regions.
Ex:- Coorg Coffee, Mysore Silk
