A brief Presentation on brand.

1. Brand
By
Khaqan Elahi

2.  A brand is a distinguishing symbol, mark, logo, name, word, sentence or a
combination of these items that companies use to distinguish their product from
others in the market. (Investopedia)
 A brand (or marque for car model) is a name, term, design, symbol, or other feature
that distinguishes one seller's product from those of others. (Wikipedia)
 Unique design, sign, symbol, words, or a combination of these, employed in creating
an image that identifies a product and differentiates it from its competitors.
(Business dictionary)
 In principles of Marketing (Philip Kotler/Gary Amstrong) a brand is defined as a
"name, term, sign symbol (or a combination of these) that identifies the maker or
seller of the product“
 A brand is “The intangible sum of a product's attributes: its name, packaging, and
price, its history, its reputation, and the way it's advertised.” (David Ogilvy)
 A brand is the set of expectations, memories, stories and relationships that, taken
together, account for a consumer’s decision to choose one product or service over
another. (Seth Godin)
Definitions

3. The word "brand" is derived from the Old Norse 'brand' meaning "to burn," which refers to the practice of
producers burning their mark (or brand) onto their products. Italians are considered among the first to use brands
in the form of watermarks on paper in the 1200s. However, in mass-marketing, this concept originated in the
19th century with the introduction of packaged goods.
During the Industrial Revolution, the production of many household items, such as soap, was moved from local
communities to centralized factories to be mass-produced and sold to the wider market Illiteracy was still
prevalent and packing crates were handled by stevedores who couldn't read. Factories branded their logo or
insignia on the barrels used and the logo of the companies to which the cargo was being shipped. This allowed
the products to be delivered to the proper location. The meaning of "brand" extended to that of the trademark
symbol, and communicated to retailers and their customers that mass produced products should be trusted as
much as local competitors. Campbell Soup, Coca-Cola , Juicy Fruit gum, Aunt Jemima, and Quaker Oats were
among the first U.S. products to be branded.
A successful brand can create and sustain a strong, positive, and lasting impression in the mind of a consumer.
Brands provide external cues to taste, design, performance, quality, value and prestige if they are developed and
managed properly. Brands convey positive or negative messages about a product, along with indicating the
company or service to the consumer, which is a direct result of past advertising, promotion, and product
reputation.
A brand can convey up to six levels of meaning:
 Attributes: The Mercedes-Benz brand, for example, suggests expensive, well-built, well-engineered, durable,
high-prestige automobiles.
 Benefits: Attributes must be translated into functional and emotional benefits.
 Values: Mercedes stands for high performance, safety, and prestige.
 Culture: Mercedes represents German culture, organized, efficient, high quality.
 Personality: The brand projects a certain personality.
 User: The brand suggests the kind of consumer who buys and uses the product.
History and
explanation

4.  Consumer can easily identify the products as they are
distinctive.
 It reduces risk in purchasing because consumer knows the
quality, features and other benefits of products without
using it.
 Helps to have quick buying decision because brand
attracts consumers.
 It helps owners to create consumer loyalty as it gives value
to the consumers what they pay for.
 Retailers are happy to sell branded products because they
are good seller.
 branding helps to enhance company’s value, consumer
loyalty and act as barrier to competition.
Advantages of
Branding

5. 1. Google
2. Apple
3. Microsoft
4. AT&T
5. Facebook
6. Visa
7. Amazon
8. Verizon
9. McDonald's
10. IBM
The 10 most valuable
brands in the world

6.  OLX Pakistan
 Mobilink
 Microsoft Lumia Pakistan (Nokia)
 Ufone
 Intel
 Pizza Hut
 Coca-Cola
 Zong
 Samsung Pakistan
 Advance Telecom
 djuice Pakistan
 QMobile
 Pantene Pakistan
 Daraz Online Shopping
 Stylo Shoes
 Asim Jofa
 Pepsi Pakistan
 Head & Shoulders Pakistan
 Mountain Dew PK
 McDonald’s
(We are using Socialbakers reports to calculate overall number counts. This ranking also
demonstrates their Facebook Pages Stats in Pakistan)
List of 20 most Popular
Brands in Pakistan

7.  Employer brand
 Luxury brand
 Global brand
 Celebrity brand
 Ethical brand
 Nation brand
 Place brand
 Activist brand
 Public brand
 NGO (Non Governmental Organization) or Non Profit brand
 Corporate brand
 Service brand
 Product brand
 Personal brand
Types of Brand

8.  Authentic – based on the reality of your daily
operations and the stakeholders’ experience.
 Memorable – simple and clever enough for
stakeholders to understand and remember.
 Relevant – aspects that matter to your
stakeholders.
 Distinctive – helps stakeholders differentiate
you from your competitors.
Characteristics of
Successful brand

9.  Product brand - exclusive name to single
product
 Line brand - same concept across different
products
 Range brands - one name on group of products
having same ability
 Umbrella brand - supports products in different
markets
 Source brand - products directly named
 Endorsing brand - wide diversity of products
under product, line brands or range brands
Branding Strategies

10. Brand sponsor
Brand name
Brand strategy
To brand or not
Brand repositioning
Key challenges

11. 1. Inconsistent corporate identity
2. Poor visuals (or no visuals)
3. Not training employees
4. Failure to track branding efforts
5. Not using existing consumers, clients, patients for
branding
6. Letting marketing materials get stale
7. Failing to focus branding on the core service
8. Not having a tag line that is believable
9. Failing to "grab" the public with your tag line
10. Not knowing where successful branding starts
Top Ten branding
Mistakes

12.  Step 1 : Determine your brand’s target audience.
 Step 2 : Define a branding mission statement.
 Step 3 : Research brands within your industry niche.
 Step 4 : Outline the key qualities & benefits your brand offers.
 Step 5 : Create a great brand logo & tagline.
 Step 6 : Form your brand’s business voice.
 Step 7 : Build a brand message and elevator pitch.
 Step 8 : Let your brand personality shine.
 Step 9 : Integrate your brand into every aspect of your
business.
 Step 10 : Stay true to your brand.
 Step 11 : Be your brand’s biggest advocate.
Process to Build Brand

13.  Brand Equity: The sum of all distinguishing qualities of a brand,
drawn from all relevant stakeholders, that results in personal
commitment to and demand for the brand; these differentiating
thoughts and feelings make the brand valued and valuable.
 Brand Extension: Leveraging the values of the brand to take
the brand into new markets/sectors.
 Brand Image: The customer’s net “out-take” from the brand. For
users this is based on practical experience of the product or
service concerned (informed impressions) and how well this
meets expectations; for non-users it is based almost entirely
upon uninformed impressions, attitudes and beliefs.
 Brand Positioning: The distinctive position that a brand adopts
in its competitive environment to ensure that individuals in its
target market can tell the brand apart from others. Positioning
involves the careful manipulation of every element of the
marketing mix.
Important
terminologies

14.  Co-Branding: The use of two or more brand names in support of a
new product, service or venture.
 Sub-brand: A product or service brand that had its own name and
visual identity to differentiate it from the parent brand.
 Parent Brand: Communications activities to give an existing product
a new position in customers’ minds and so expanding or otherwise
altering its potential market. Many potentially valuable products lead
an obscure existence because they were launched or positioned in
an inadequate manner. It is almost always possible to enhance the
value of such products by repositioning them.
 Masterbrand: A brand that dominates all products or services in a
range or across a business. Sometimes used with sub-brands,
sometimes used with alpha or numeric signifiers. Mercedes-Benz
and BMW are both employed as Masterbrand.
Important
terminologies

15.  “Mass advertising can help build brands, but
authenticity is what makes them last. If people
believe they share values with a company, they will
stay loyal to the brand.”( Howard Schultz,)
 “Personal brands have become anvils on which great
businesses are forged”( Bernard Kelvin Clive)
 “You can’t afford not to manage your
brand.” ( Daniel C. Felsted)
 “A distinctive appearance and a simple set of
characteristics lead to an extremely flexible
brand.” ( Woodrow Phoenix,)
Some best quote