Branding New 1

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Branding New 1

  1. 1. BRANDING DEFINITION SIGNIFICANCE PURPOSE
  2. 2. DEFINITION
  3. 4. Purpose <ul><li>A BRAND can give five meaning </li></ul><ul><li>Attribute </li></ul><ul><li>Benefits </li></ul><ul><li>Values </li></ul><ul><li>Culture </li></ul><ul><li>Personality </li></ul><ul><li>User </li></ul>
  4. 5. Significance <ul><li>Associated with manufacturer </li></ul><ul><li>Associated with reliability, quality, need </li></ul><ul><li>Measure of Good will </li></ul><ul><li>Registered </li></ul><ul><li>Helps customer in decision making </li></ul><ul><li>Empowers product </li></ul><ul><li>Establishes distinct identity of product </li></ul>
  5. 6. Characteristics of good brand <ul><li>Protected legally </li></ul><ul><li>Easily pronounciable and memorable </li></ul><ul><li>Able to distinguish from the competitor </li></ul><ul><li>Meaningful </li></ul><ul><li>Suggests company or product image </li></ul>
  6. 7. Branding Decisions Should a brand be developed for a product Who should sponsor the brand What names should be put on the products Brand No brand Manufacturer’s brand Private brand Individual brand Blanket family Company name
  7. 8. Brand name decisions <ul><li>Individual brand names: HUL, P&G </li></ul><ul><li>Blanket family: GE, Boeing 737, 777 </li></ul><ul><li>Company name with individual product: Videocon, Bajaj. </li></ul>
  8. 9. PACKAGING <ul><li>All activities involved in designing and producing the container or wrapper of the product and putting the product in it. </li></ul>
  9. 10. Significance and functions <ul><li>Protects commodity until used </li></ul><ul><li>Reliability of the product </li></ul><ul><li>Minimizes handling cost </li></ul><ul><li>Helps customer in identifying the product </li></ul><ul><li>Effective selling tool </li></ul><ul><li>Carries necessary instructions </li></ul><ul><li>If reusable then appreciated by customer </li></ul>
  10. 11. Labelling <ul><li>The part of packaging that carries information about the product and seller. </li></ul><ul><li>Three types: </li></ul><ul><li>Brand label: brand + slogan </li></ul><ul><li>Grade label: brand +grade (in no. or alphabet) </li></ul><ul><li>Descriptive label: all information </li></ul>

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