1. Presented by:
B.SAI KIRAN
(12NA1E0036)
BRANDING

2.  A brand is any name, design, style, words or symbols,
singly or in combination that distinguish one product from
another in the eyes of the customer.
 Brands are used by people to establish their status far
more than religion or political party.
• An important element of the tangible product.
• In consumer markets can link items within a product line.
• Can help in the development of a new product.
• Creates and communicates a three dimensional
character of a product that is not easily duplicated by
competitors.
Branding

3. Role and Significance of Brands
 A major asset of the Firm
They are valuable, renewable and lasting assets, capable of
working for their firms for generations.
Example Coca Cola, Microsoft, IBM, Mc Donalds….
 Brand Represents the value Delivered to the customers
Brand is a valuable asset to the firm
Builds customer patronage and trust
Secures customers life time loyalty
It becomes his sole choice
 Brand offers Strategic Leverage to the firm

4. Characteristics of Strong. Successful
Brands
 The brand drives shareholders value
 It is fully integrated part of the organization as a whole,
aligned around multiple touch points
 It can be valued in financial terms
 It can be bought and sold as an asset
 Customers are willing to pay a substantial and consistent
price premium for it
 Customers associate strongly with a brand
 Customers are loyal to a brand
 It is fiercely and proactively protected by the company

5. Key Branding Elements
• Brand Name-name, tagline, logo
• Brand Position-description of your organization
• Brand Promise-The single most important thing your
organization promises to deliver every time
• Brand Personality-what you want your brand to be known for
(fun, serious,magical,forceful,imaginative, etc.)
• BrandTone-edgy, humorous, conservative, subtle
• Brand Story-Your organizational history and how it adds value
to the brand, highlights how your products and services grew from
that background and how your methodology impacts what you
offer
• Brand Associations-colors, taglines, images, fonts, uniforms,
signage, equipment, etc.

6. Branding Building Decisions
Brand Positioning
Attributes
Benefits
Beliefs andValues
Brand Name Selection
Selection
Protection
Brand Sponsorship
Manufacturer’s Brand
Private Brand
Licensing
Co-branding
Brand Development
Line extensions
Brand Extensions
Multibrands
New Brands

7. Branding terms
• Brand name - word or illustration that
distinguishes one seller’s goods from another.
• Trade name - the legal name of an organisation,
which may or may not relate directly to the
branding of its products.
• Trade mark - brand name, symbol, or logo
which is registered and protected for the
owner’s sole use.
• Brand mark - the element of the visual brand
identity that does not consist of words but
design and symbols.

8. Benefits of branding

9. Branding Strategies
 Product Branding Strategy Focusing on product concept
e.g. HLL P&G,ITC
 Line Branding strategy,focussing on complimentary
benefits or features e.g. Lakme
 Range Branding Strategy, Expanding your expertise like
Dabur , Himalaya
 Umbrella Branding strategy. All products are positioned
under one single brand. E.g tat Birla etc.
 Double branding strategy; Combination of umbrella
branding and product branding e.g Tata Indica,Bajaj
Pulsar,etc.
9

10. Brand Management
 Brand management is the act of designing and
implementing marketing programs to build and
maintain brand equity.
 Product
 Price
 Distribution
 Communications

11. The Role of a Brand or Product
Manager
 Prepare Marketing Plan
 Develop Copy, Programs, and Campaigns
 Stimulate Sales and Distribution
 Market Intelligence
 Product Improvements

12. 12
New Branding Challenges
 Brands are important as ever
 Consumer need for simplification
 Consumer need for risk reduction
 Brand management is as difficult as ever
 consumers
 Increased competition
 Decreased effectiveness of traditional marketing
tools and emergence of new marketing tools
 Complex brand and product portfolios

13. CONCLUSION:
 I CONCLUDETHAT THIS BRANDING IS ALSO A
IMPORTANT FACTORTOA COMPANY FORTHEIR
PRODUCT IDENTIFICATIONANDTO SHOW UNIQUE
NESS FROM COMPETATOR PRODUCTS.

14. THANK YOU