In this presentation, we will talk about Importance of a brand, impression that a brand name creates and the concept of Brand Management. Also get to know how choice of brand name influences the buying decision of customers. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html

1. Chapter 2
• Brand Names
Ch-02 Brand Names

2. Why Brand Names ?
• Buying is a complex process involving
search for information
• Brand name makes search easy
• Influence buying decision
• Few good brand names
• Choice of brand name is not easy
Ch-02 Brand Names

3. Brand Spectrum
• Company as a brand name e.g. Philips
• Strong company endorsement e.g.
Cadbury’s Dairy Milk
• Weak Company Endorsement e.g. Kitkat
(Nestle)
• Individual brand name e.g. Ariel, Tide
Ch-02 Brand Names

4. Advantage of company name
• Cost effective
• Goodwill of company
• Instant acceptance
• Common practice in the financial services
e.g.. HSBC, American Express.
Ch-02 Brand Names

5. Disadvantages of company
name
• Not appropriate for product of uneven
quality
• Product do not develop individual identity
• Do not convey specific value of each
product
Ch-02 Brand Names

6. Advantages of individual
•
brand names
Evoke associations and imageries
• Segmentation in marketing lead to
targeting
• If new product fails, less damage to
corporate image.
Ch-02 Brand Names

7. Disadvantage of individual
brands
• It is costlier
• Does not contribute much to corporate
image.
Ch-02 Brand Names

8. Characteristics of a good brand
name
• Distinctive e.g. Adidas
• Simple e.g. Pepsi
• Meaningful e.g. Promise
• Compatible with product e.g. Airtel
• Registrable
• Flexible
• Universally valid

9. Naming of Brand
• Marketing objectives
• Brand audit
• Brand objectives
• Brand strategies
• Brand name criteria
• Brand name alternatives
• Brand name selected
Ch-02 Brand Names

10. Generic Usage of Brand Names
• Sometimes, a brand name becomes so
successful that it comes to be associate
with a particular product category
• E.g. Dalda is a brand name commonly
used for vanaspati ghee.
• Company should avoid to be generic
brand
Ch-02 Brand Names

11. Brand Names & Information
• Reduces need for a detailed information
search.
• Label reveals several ingredients which
constitute a product
• Frequents ads facilitate the information
need of buyers
Ch-02 Brand Names

12. Semiotics & brands
• Semiotics is a science that indirectly
relates us to the relevance of information
assimilated to enter a comfort zone in the
sub-conscious mind of people.
• Semiotics has the power to provide a
brand with a self-selling provocation
Ch-02 Brand Names

13. Mascots
• Useful to build distinctive image of brands
• Improves recalls and boost sales
• Over the period symbol and brand become
inseparable from each other.
• E.g. Asian Paint’s Gattu has become a
marketing legend
Ch-02 Brand Names

14. Ten commandments of strategic
design
1. Define consumption
2. Create product/brand identity
3. Understand the shapes, colours and
symbols of brand image
4. Break away from routine
5. Develop further
Ch-02 Brand Names

15. Ten commandments of strategic
design
6. Understand the brand statement
7. Understand the ageing process of the
brand
8. Stretch the brand
9. Only aesthetics do not constitute a design
10. Brand is an expression of philosophy

16. Summary
• Brand name makes search easy.
• Company as a brand name offers strong
company endorsement
• Company has several advantages of brand
name e.g. cost-effective, goodwill etc.
• Sometimes, a brand name becomes so
successful that it comes to be associate with a
particular product category e.g. Dalda
Ch-02 Brand Names

17. Summary
• Semiotics is a science that indirectly
relates us to the relevance of information
assimilated to enter a comfort zone in the
sub-conscious mind of people.
• Mascot is useful to create distinct image of
the company
Ch-02 Brand Names