1. CONTENTS
– INTRODUCTION
– DEFINITION
– LIFE CYCLE OF A BRAND
– POSITIVE IMPACT
– NEGATIVE ASPECTS
– DIMENSIONS OF EFFECTIVE
BRANDING
– WAY OF BRANDING THE PRODUCT

2. INTRODUCTION
• “Branding is the process by which companies
distinguish their product offerings from the
competition. Brands are created by creating a
distinctive name, packaging and design.”
• Brand signifies reputation and symbolic meaning
attached to a brand. Branding is an integral part of
the overall marketing strategy. For the consumers a
brand name is a means of identification of products
as well as means of differentiation of the branded
products from its rivals.
• Customers (particularly consumers) view a brand as
an important part of a product and branding can add
value to a product. A brand can provide a guarantee
of reliability and quality, in fact.

3. DEFINITION
BRAND-
A name or symbol used to identify the source of goods or
services, and to differentiate them from those of others.
Clyde C. Tuggle
Coca-Cola, Senior Vice President
Worldwide Public Affairs & Communications
BRANDING-
Branding is a plan for earning product reputation and for making
sure that the world knows about it and believes in it too.
Branding protects a seller's products against those marketed
by competitors and imitators and helps consumers identify the
quality, consistency, and imagery of a preferred source. Customers
(particularly consumers) view a brand as an important part of a
product and branding can add value to a product.

4. LIFE CYCLE OF A
BRAND
• BRAND RECOGNITION- They know your
name but don’t prefer it over competition.
• BRAND PREFERENCE- They pick your
brand based on previous experience with it.
• BRAND INSISTANCE- Won’ accept
alternatives eq. monopoly status.
• Generification- your brand becomes
synonymous with the category . You may be
cannibalized by your own success.

7. POSITIVE IMPACT OF
BRANDING
• Recognition And Loyalty
The main benefit of branding is that customers are much
more likely to remember your business. A strong brand
name and logo/image helps to keep your company image in
the mind of your potential customers.
• Image of Size
A strong brand will project an image of a large and
established business to your potential customers. Like The
Coca Cola Company uses the brand name Coca Cola and
BBC is the brand name for the British Broadcasting
Corporation.
• Image of Quality
A strong brand projects an image of quality in your
business, many people see the brand as a part of a product
or service that helps to show its quality and value.
• Image of Experience and Reliability
A strong brand creates an image of an established
business that has been around for long enough to become
well known.

8. SOME NEGATIVE ASPECTS OF
BRANDING
• Cost
If you wish to create and maintain a strong brand presence, it can
involve a lot of design and marketing costs.
• Impersonal
One of the main problems with many branded businesses is that
they lose their personal image.
• Fixed Image
Every brand has a certain image to potential customers, and part
of that image is about what products or services you sell.
• Timescale
The process of creating a brand will usually take a long period of
time. As well as creating a brand and updating your signs and
equipment you need to expose it to your potential customers.

9. EFFECTIVE BRANDING
INCLUDES
Effective branding includes basically four dimensions
EXAMPLE OF ‘Airtel’
• The Functional Dimension
Airtel says, "Your world of communication just got
simpler." Even the simplest of the consumer can use the
products and services.
• The Social Dimension
Airtel is a recognized brand to be associated with. It is
associated with high level of social value.
• The Spiritual Dimension
"Building telecom, building relationships." Airtel
encourages everyone to be more involved in building
relationships and spread the happiness.
• The Mental Dimension
Airtel gives me the opportunity to "Express Myself."

10. WAY OF BRANDING A PRODUCT
– Associate your brand with a key
customer promise
– Keep in mind precisely whom you are
targeting
– Differentiate your brand
– Keep your brand focused
– Repeat, repeat, repeat your message

11. SUMMARY
Branding is a promise made to the customer that will
deliver values beyond expectation. Branding can be
rational or irrational. Customers buy brand not only for the
intrinsic values associated with it but also because the
brand has surprised them in the past with newer and more
novel experiences. Effective branding promotes loyalty to
your business and your products and service.
When creating a brand, you must be careful
not to lose the image of personal service. Every branding
must show the correct image that you want your customers
to see.