4. “a name, term, sign, symbol, or design, or a combination
of them intended to identify the goods and services of
one seller or group of seller and to differentiate them
from those of competition”
‘American Marketing Association’
5. ELEMENTS OF BRAND
• Name
• Logo
• Graphics
• Shapes
• Colors
• Sounds
• Tastes
• Movements etc.
15. The Product Brand Strategy
• It involves the assignment of a particular name to
one, and only one, product as well as one
exclusive positioning.
• The result of this strategy is that each new
product receives its own brand name that
belongs only to it
• For example,
Dove - “moisturizes skin”
Rexona - “nature oils”
HUL ltd Lifebuoy - “fighting germs”
Pears - “glycerin soap”
16. The Line Brand Strategy
• This strategy involves the exploitation of
successful concept by extending it but by staying
very close to the product
• Products share a common concept
• For example, Lakme “the source of radiant
beauty”
Cleansing, care, body lotion, lipsticks, eye make
up, and nail elements
17. The Range Brand Strategy
• A single brand name promotes through a
single promise, a range of products belonging
to the same area of competence
• For example, noodles
• Maggi soups
• sauce
• dosa mixes
18. Umbrella Brand Strategy
• The same brand supports several products in different
markets.
• The company name itself is the brand name of
all products
• Advantage of brand awareness and goodwill
• Sharing common brand name can be risky
• For example, TATA, Palmolive etc.
19. Double Brand Strategy
• Combines umbrella branding and product
branding
• Company name is associated along with the
brand name
• For example, TATA INDICA, BAJAJ PULSOR
20. Endorsing Brand Strategy
• Product brand name gains a dominant
position over the company name
• Company name appears in smaller letters
• For example; Godrej CINTHOL, Nestle KITKAT
21.
22. BRAND EQUITY
“Brand equity is a set of brand assets and
liabilities linked to a brand, it’s name and
symbol, that all add to or subtract from the
value provided by a product or services to a
firm and/or to the firms customers”
‘David Aaker’
23. Perceived quality
Name awareness Brand association
Brand Brand Other
Loyalty equity proprietary
Assets
Value of customer Value of firm
Brand elementsBrands typically are made up of various elements, such as:[14]Name: The word or words used to identify a company, product, service, or concept.Logo: The visual trademark that identifies the brand.Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand.Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.Movements: Lamborghini has trademarked the upward motion of its car doors.