Commerce

2. PRESENTED BY:-
1) Ritika Mayank 2) Neha Chadha
B.Comm (H) B.Comm (H)
Roll No. 1245 Roll No. 1848
Section “D” Section “D”

3. CONTENT
Introduction
to Branding
•Introduction
•Meaning
•Layers
•Success Mantra
•Functions
•Advantages
•Favorable Conditions to
Branding
•Strong vs Weak Brand
Digital Age
•Introduction
•Differences in Brand
Building environment
•7cs Framework
•Interactive Brand Building
Model
•Limitation Of Brand
Building

5. DEFINITION
A brand is the way a
business is
personified in the
mind of consumers.
A brand is a mixture
of tangible and
intangible attributes,
symbolized in a
trademark, which, if
properly managed,
creates influence and
generates value.
In simple terms a
brand is generally a
seller’s promise to
deliver a specific set
of features, benefits,
quality and services
to buyers.

6. MEANING
BRANDAttributes
Benefits
Values Culture
Personality
User

7. LAYERS OF BRAND
The Potential
Brand
The Augmented
Brand
The Basic Brand
Product/Services

8. SUCCESS MANTRA’S FOR BRANDS
A quality product/ service experience
First mover advantages
Unique Positioning concept
Strong communication Program
Time and consistency

9. FUNCTIONS OF BRANDING
Product Differentiation
Better Quality Of Goods
Competitive Advantage
Help Advertising

10. Consumer Protection
Ensure Band Loyalty
Goodwill of the firm
FUNCTIONS OF BRANDING
Guarantee

11. ADVANTAGES OF BRANDING
ADVANTAGES
FROM
MANUFACTURE’S
POINT OF VIEW
FROM
MIDDLEMAN’S
POINT OF VIEW
FROM
CONSUMER’S
POINT OF VIEW

12. From manufacture’s point of view :-
 Distinctiveness
 Market Segmentation
 Protection
 Promotion
 Wide Market
 Premium Pricing
 Distribution outlets
 Goodwill
 Competition
 Sales Record
 Brand Extension

13.  Ease Of Handling
 Promotion
 Higher Turnover
 Better Margins
 Least Effort
 Prestige
From Middlemen’s Point of view:-

14. From consumer’s Point of view:-
 Indication of sources
 Easy to shop
 Consistent Quality
 Uniform Price
 Psychological Satisfaction
 Packaging

15. CONDITIONS FAVORABLE TO BRANDING
 Product should be easy to label and identify
by brand or trademark.
 Product quality should be easy to maintain
 Brand should have an ability to stay relevant,
flexible and adaptable to changes
 Price offered should be competitive and
should give best value to the customer
 Demand should be strong enough so that the
market price can be set at a reasonable level
to make the branding effort profitable.

16. To be continue….
 The middle man should give extra incentive
to promote sale of the brand
 The marketer should get their brand
registered and seek legal protection against
the inappropriate usage of the brand
 Manufacturer should try to get favorable
shelf location to catch target customer
attention
 Huge demand should result in huge
production because of which the
organization should be able to enjoy
economics of scale, reduce cost per unit and
increase profitability

17. STRONG VS WEAK BRAND
STRONG BRAND WEAK BRAND
 Make clear promises
 Have rich, unique
brand equity
 Dependable
 Deliver Consistency
 Have a loyal franchise
 Enjoys goodwill and
prestige
 Make vague claims
 Have a general equity
level
 Spotty reputation
 Create doubts
 Little loyalty
 Hardly known

19. INTRODUCTION
 Internet provides opportunities for marketers
to reach out to wider audience and create
strong brand value
 Buyer and seller can interact through
internet
 An opportunity for company to create
compelling value propositions like never
before.
 Allow company to build one-to-one
relationship
 Allow company to improve customer services
in every condition

20. DIFFERENCES IN BRAND BUILDING ENVIROMENT
TRADITIONAL APPROACH ONE-TO-ONE APPROACH
 Monologue
 Public
 Mass
 Anonymous
 Adversarial
 Focused primarily on
one off transactions
 Remote research
 Manipulative,
”stimulus-response”
approach
 Standardized
 Dialogue
 Private
 Individual
 Named
 Collaborative
 Focused on
relationship building
 Intimate learning
 Genuine need driven,
service approach
 Customized

21. 7C’S FRAMEWORK
The 7c’s framework was given to us by A.T Kearney
(2000)
The
7c’s
Communication Convenience
content
customizationcommunity
connectivity
Customer care

22. THE COMMUNITY HEXOGEN
Sense of
belonging
Identification
with brand
Awareness of
other like
minded users
Mutual benefits
of participation
Precisely
Tailored
content
Opportunity to
shape the
development of
website
Ability to
interact with
others on
website

23. THE INTERACTIVE BRAND- BUILDING MODEL
Attract
Engage
RetainLearn
Relate

24. LIMITATION OF BRAND BUILDING ON THE
INTERNET
 Does not have the penetration at par with
other promotional mediums
 Does not build relationship
 No real life interaction, no stimulate other
senses like taste, touch, smell
 No small quantities to sell