The slideshow talk about brand, branding, brand positioning, brand portfolio, brand equity and related concepts. It discusses about how a product is developed into a brand.

1. Department of MBA
IMS Engineering College, Ghaziabad
Marketing Management – II
UNIT 2 PART 2
BRANDING

2. Brand - Meaning
• “A brand is a name, term, design, symbol, or any
other feature that identifies one seller’s good or
service as distinct from those of other sellers”
(American Marketing Association).
• A product can be easily copied by other players in
a market, but a brand will always be unique. For
example, Pepsi and Coca-Cola taste very similar,
however for some reason, some people feel more
connected to Coca-Cola, others to Pepsi.

3. Branding – Meaning
• Branding is the process of giving a meaning to
specific organization, company, products or
services by creating and shaping a brand in
consumers’ minds. It is a strategy designed by
organizations to help people to quickly identify
and experience their brand, and give them a
reason to choose their products over the
competition’s, by clarifying what this
particular brand is and is not.

4. Branding – Definition
• “Branding is endowing products and services
with the power of a brand” (Kotler & Keller,
2015)
• Branding effects both consumers as well as
employees in a positive way.
• In very simple words, a product is what you
sell, a brand is the perceived image of the
product you sell, and branding is the strategy
to create that image.

5. Examples of Brands

6. Brand Positioning
How can branding be done?
• Companies tend to use different tools to create and shape a brand.
For example, branding can be achieved through:
INVISIBLE ELEMENTS
• Brand definition: purpose, values, promise, trust
• In-store experience
• Customer service
• Pricing strategy
VISIBLE ELEMENTS
• Brand identity: name, tone of voice, visual identity design (which
includes the logo design, color palette, typographies…)
• Advertising and communications: TV, radio, magazines, outdoor
ads, website, mobile apps…
• Product and packaging design
• Brand positioning statement (Punch line)

7. Advantages of Branding
• Unique identity of the product is created
• People feel associated with the product
• Branding helps to stand out in a competitive
market
• Branding leads to customer loyalty
• Branding helps in charging good price
• Branding helps in attracting new customers
and increase sales

8. Disadvantages of Branding
• Branding involves huge costs
• Branding creates perceptions regarding
product, these perceptions are very hard to
change
• Negative word of mouth can hit the entire
family of products

9. Brand Portfolio
• A brand portfolio is a collection of distinct
brands operating under one larger corporate
umbrella. While each of these brands
maintains its own operational structure, they
benefit from shared resources and cross-
promotional opportunities with other brands
in the portfolio.
• E.g Wipro, TATA, Mahindra has numerous
brands of different products under its umbrella

10. Brand Equity
• Brand equity refers to the value added to the same
product under a particular brand. This makes one
product preferable over others. This is brand equity
which makes a brand superior or inferior to that of
others. Apple: Apple is the best example of brand
equity
• Components of brand equity:
 Brand awareness
 Brand Association
 Brand Experience
 Brand preference
 Brand loyalty
 Perceived quality

11. Importance of Brand Equity
• Increases market share: Good brand equity
results in loyal customers who prefer one brand
over the other and increases its market share.
• Price premium: Positive brand equity can charge
more for its product than the actual market price.
• Asset: Brand equity is an intangible asset of an
organization and like any other asset; this too can
be licensed, leased or sold to others.