This document discusses key aspects of branding, including the history and purpose of brands, brand elements like names, logos, and taglines, factors that contribute to brand equity such as awareness, associations, loyalty, and perceived quality, and reasons why companies may change their logo over time. It provides guidance on choosing a good brand name and developing a strong brand identity through visual elements. The document emphasizes that branding is about creating a unique image and positioning in the mind of the consumer in order to drive customer preference and loyalty.

2. What we will see in this lecture

4. •The word "brand" derives from the Old
Norse "brandr" meaning "to burn" -
recalling the practice of producers
burning their mark (or brand) onto their
products.
•The packaged-goods manufacturers
needed to convince the market that the
public could place just as much trust in
the non-local product.
• Pears Soap, Campbell's soup, soft
drink Coca-Cola, Juicy Fruit chewing
gum, Aunt Jemima pancake mix and
etc.

8. •is one of the brand elements which helps the customers to identify and differentiate one product from another.
•a "brand name" constitutes a type of trademark.
•used to specifically denote written or spoken linguistic elements of any product.
What’s the name?

9. how should it be?
•unique / distinctive (for instance- Kodak, Mustang)
•extendable
•easy to pronounce, identified and memorized. (For instance-Tide)
•give an idea about product’s qualities and benefits (For instance- Swift, Quickfix)
•easily convertible into foreign languages
•capable of legal protection and registration
•suggest product/service category (For instance Newsweek)
•indicate concrete qualities (For instance Firebird)
•not portray bad/wrong meanings in other categories. (For instance NOVA is a poor name for a car to be sold in
Spanish country, because in Spanish it means “doesn’t go”)
•Web-Friendly (Be sure no pages created with the same name this will allow people to find the exclusive page of
your business)
•generate an interest
•not too descriptive and straightforward
•Have the Logo in Mind (brand name that can be symbolized as an object or something)

10. •refers to “target consumer’s” reason to buy your brand in preference to others.
•is the key of marketing strategy.

11. •Brand positioning must make sure that:
•Is it unique/distinctive vs. competitors ?
•Is it appropriate to all major geographic markets and businesses ?
•Is it sustainable - can it be delivered constantly across all points of contact with the consumer ?
•Is it helpful for organization to achieve its financial goals ?
•Is it able to support and boost up the organization ?

13. •Brand identity is the cornerstone of brand strategy and brand building.
•It provides an articulated description of the aspirational image for the brand, what you (brand owner) want the
brand to stand for in the eyes of customers and employees.
•fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.
•The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and
distinguish the brand in the consumers' mind.
•This is in contrast to the brand image
•Customer's mental picture of a brand
•Companies try to bridge the gap between the brand image and the brand identity.

14. Brand identity develops from the source or the
company.
The general meaning of brand identity is “who you
really are?”
Brand identity represents “your desire”.
Identity is looking ahead.
It signifies “where you want to be”.
Brand image is perceived by the receiver or the
consumer.
The general meaning of brand image is “How
market perceives you?”
Brand image represents “others view”.
Image is looking back.
It signifies “what you have got”.

15. Sources of Brand Identity
• SYMBOLS
• Symbols help customers memorize organization’s products and services.
• For instance, Marlboro has its famous cowboy, Duracell has its bunny rabbit,
Fed Ex has an arrow.
• LOGOS
• TRADEMARKS

16. Trademark is a unique symbol, design, or any form
of identification that helps people recognize a brand.
™ (denotes unregistered trademark, that is, a mark
used to promote or brand goods);
SM(denotes unregistered service mark)
® (denotes registered trademark).

17. • The recognition and perception of a brand
• Identity design base around visual devices used within a company, usually assembled within a set
of guidelines.
• The identity or ‘image’ of a company is made up of many visual devices:
• A Logo (The symbol of the entire identity & brand)
• Stationery (Letterhead + business card + envelopes, etc.)
• Marketing Collateral (Flyers, brochures, books, websites, etc.)
• Products & Packaging (Products sold and the packaging in which they come in)
• Apparel Design (Tangible clothing items that are worn by employees)
• Signage (Interior & exterior design)
• Messages & Actions (Messages conveyed via indirect or direct modes of communication)
• Other Communication (Audio, smell, touch, etc.)
• Anything visual that represents the business.

18. •Is for identification
•Is corporative identity and brand all wrapped up into one
identifiable mark
•identifies a company or product via the use of a mark, flag,
symbol or signature.
•Describe a business (always not necessary)

19. •Simple
•A simple logo design allows for easy recognition and allows the
logo to be versatile & memorable.
•Memorable
•Following closely behind the principle of simplicity, is that of
memorability. An effective logo design should be memorable and
this is achieved by aving a simple
•Timeless
•An effective logo should be timeless – that is, it will endure the
ages.
•Versatile
•An effective logo should be able to work across a variety of
mediums and applications.
•Appropriate
•How you position the logo should be appropriate for its intended
purpose. For example, if you are designing a logo for children’s
toys store, it would be appropriate to use a childish font & color
scheme. This would not be so appropriate for a law firm.

20. Why companies change their logo
• Business acquisition
• Sometimes after a company acquires another company a decision is made to join the
two brands into a new, larger brand.
• Change of name
• There are several reasons a company might want to change their brand name.
• Logo revitalization
• As a company grows, achieves a different market position, the aim of the company
becomes more clear and it opens itself to new markets… this might be the moment to
change the company’s logo and give it a new direction.
• To remove potential hindrances
• These are specific reasons which cannot be generalized. But in each case there is
some factor, big or small, which might potentially hinder the company's image.

21. Brand equity
• A brand's power derived from
the goodwill and name recognition that it
has earned over time
• is the value and strength of the Brand that
decides its worth.
• Brand Equity exists as a function of consumer
choice in the market place.

22. Factors contributing to Brand Equity
• Brand Awareness
• Brand Associations
• Brand Loyalty
• Perceived Quality
• Other Proprietary Brand Assets
• Patents
• Trademarks and Channel Inter-relations are proprietary assets.

23. Awareness
customers' ability to recall and recognize the brand.
• Be in Top-of-Mind
• when someone is asked to name a type of facial tissue, the common answer is
“Kleenex“
• Aided awareness
• occurs when consumers see or read a list of brands, and express familiarity
with a particular brand only after they hear or see it as a type of memory aide.
• Strategic awareness
• occurs when a brand is not only top-of-mind to consumers, but also has
distinctive qualities which consumers perceive as making it better than other
brands in the particular market.

24. • Is where the consumer fears purchasing from another brand which he
does not trust.
• developed through various measures
• quick service, ensuring quality products, continuous improvement, wide
distribution network, etc.

25. •refers to the customer’s perception about the total quality of the brand.
•gives the customers a reason to buy the product.
•affect the pricing decisions of the organizations.

26. Considered to be the net present value of the estimated future cash flows
attributable to the Brand

27. Examples

29. It's memorable.
A brief, catchy few words can go a long way in advertisements, videos,
posters, business cards, swag, and other places.
includes a key benefit.
makes a company or product's benefits clear to the audience.
It differentiates the brand.
What is it about your product or brand that sets it apart from competitors?
It imparts positive feelings about the brand.
The best taglines use words that are positive and upbeat. "Two great tastes
that taste great together"