.
BR A N D I N G
By Njabulo Magubane (201223861)
Email:
njabulomagubane1@gmail.com
Institution: University of
Johannesburg
BRAND –WHAT IS IT?
“ A name, term, sign, symbol ,or design or a combination of them, intended
to identify the goods or ser...
BRANDING
BRANDING is a strategy used by marketers.
Pickton and Broderick (2001) describe branding
as Strategy to different...
Understanding
Branding

Brand

Building
Understanding Branding
Understanding
Branding

Products to
brands

Attributes

Brand

Management

Building

Architecture
From Products to Brands
Understanding
Branding
Prod
ucts
to
bran
ds

Brand
Building
Attributes
Possibly even a third or a fourth brand..
Architecture
Understanding
Branding

Brand
Building

Arc
hite
ctur
e

House of
Brands

Endorsed
Brand

Sub Brand

Branded
...
Architecture
Understanding
Branding

Brand
Building

Arc
hite
ctur
e

House of
Brands

Endorsed
Brand

Sub Brand

Branded
...
Architecture

Immutable Law of Company

Brands are brands, companies are companies.
There is a difference.
Architecture
Understanding
Branding

Brand
Building

Arc
hite
ctur
e

Branded house

• Consumers buy brands, not companies...
Brand Management Guidelines
8

Affix Products & Services
An effective strategy of brand
management is to ensure that the b...
Objectives
In this module, you will learn to:

Explain what is a Brand

Explain the importance of Brands
Describe the attr...
Brand Building
Understanding
Branding

Brand

Building
Advertising does a lot to help build brands

Every ad contributes to make the
brand what it is in the minds of the
consume...
> Rs. 2,500.00
Brand Positioning
Positioning a Battle for the Mind
Al Ries & Jack Trout

 Identification, development and

communication...
Some Positioning
Methods
 By benefit
 By price v/s quality
 By use
 By product user
 By product class
 Using culture...
• Brand equity is the added value endowed to
products and services
BRAND is
not what it
looks like
BRAND is
how it
WORKS.
Reference List
• Ojha, P.K. (2013) Branding. MBA university of
Allahabad website:
http://www.slideshare.net/PranavKumarOjh...
Branding power
Branding power
Branding power
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Branding power

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The power which brands have in the market and also influence the people to actually consume that product!

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  • Brand occupies space in the perception of the consumer, and is what results from the totality of what the consumer takes into consideration before making a purchase decision (Pickton and Broderick 2001).So branding is a strategy, and brand is what has meaning to the consumer.
  • Brand Equity is the addition of the brand's attributes including reputation, symbols, associations and names. Then the financial expression of the elements of brand equity is called Brand Value.
  • Branding power

    1. 1. . BR A N D I N G By Njabulo Magubane (201223861) Email: njabulomagubane1@gmail.com Institution: University of Johannesburg
    2. 2. BRAND –WHAT IS IT? “ A name, term, sign, symbol ,or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
    3. 3. BRANDING BRANDING is a strategy used by marketers. Pickton and Broderick (2001) describe branding as Strategy to differentiate products and companies, and to build economic value for both the consumer and the brand owner.
    4. 4. Understanding Branding Brand Building
    5. 5. Understanding Branding Understanding Branding Products to brands Attributes Brand Management Building Architecture
    6. 6. From Products to Brands Understanding Branding Prod ucts to bran ds Brand Building
    7. 7. Attributes
    8. 8. Possibly even a third or a fourth brand..
    9. 9. Architecture Understanding Branding Brand Building Arc hite ctur e House of Brands Endorsed Brand Sub Brand Branded House Endorsed Brand • Endorsement is used as a device to transfer brand assets from one brand(corporate) to another • Titan from TATA, transferring trust • i-pod, mac from apple
    10. 10. Architecture Understanding Branding Brand Building Arc hite ctur e House of Brands Endorsed Brand Sub Brand Branded House Sub Brand • Inside out branding. Company pushes core brand in different directions • Sub-branding can destroy what branding builds • Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
    11. 11. Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.
    12. 12. Architecture Understanding Branding Brand Building Arc hite ctur e Branded house • Consumers buy brands, not companies House of Brands Endorsed Brand Sub Brand Branded House
    13. 13. Brand Management Guidelines 8 Affix Products & Services An effective strategy of brand management is to ensure that the brand is associated to the most popular products and services offered by the licensee’s products and services. 7 6 Decide about License Agreements: The decision of whether the license agreement should be exclusive or non–exclusive will have important implications for all of the business. 5 4 Select Proper License Partners The profile of the ideal license partner should be developed and the focus should be to ensure long-term relationships with the licensors and licensees. Enforce Key Provisions through License agreements Enforcing various important concerns such as quality control standards and reporting standards can be done through a properly charted out license agreements. Maximize the Strategic Advantage of the Brand It is important that organizations focus on maximizing the leverage of the brand. 3 2 Establish and Maintain the Brand It is necessary that for establishing and maintaining a brand, a holistic approach, or an “overall brand strategy” is used. Actively Integrate the Brand Management Strategy into Product Development and Launch Activities It is important that the Companies actively integrate the brand strategy into product development and launch activities by using a clear and proactive strategy. 1 Maintain Consistency between the Brand Strategy and Overall Business Goals The brand strategy should be in line with the overall business goals of the organization. The following key points provide some strategic brand management guidelines that should be
    14. 14. Objectives In this module, you will learn to: Explain what is a Brand Explain the importance of Brands Describe the attributes of a strong brand Explain what is Brand Management Describe the Purpose of Brand Management Explain the Brand Equity Concept Describe the Strategic Brand Management Process List the Strategic Brand Management Guidelines
    15. 15. Brand Building Understanding Branding Brand Building
    16. 16. Advertising does a lot to help build brands Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy
    17. 17. > Rs. 2,500.00
    18. 18. Brand Positioning Positioning a Battle for the Mind Al Ries & Jack Trout  Identification, development and communication of a differentiated advantage which makes the product or service to be perceived as superior and distinctive in the prospect’s mind
    19. 19. Some Positioning Methods  By benefit  By price v/s quality  By use  By product user  By product class  Using culture  By competition
    20. 20. • Brand equity is the added value endowed to products and services
    21. 21. BRAND is not what it looks like BRAND is how it WORKS.
    22. 22. Reference List • Ojha, P.K. (2013) Branding. MBA university of Allahabad website: http://www.slideshare.net/PranavKumarOjha/branding -19158339 • Avinash Avi (2013) Branding. Wiseassist. Website: http://www.slideshare.net/AvinashAvi3/branding18187350 • Shiva chinegi (2013) Brand Management Website: http://www.slideshare.net/shivachegini/brandmanagement-28411585

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