History/Evaluation of Brand Brand Definition Objective of Brand Product Vs Brand

1. Management
P.Venkata Subbaiah, MBA
AITS (Autonomous),Rajampet
 Evaluation of brand /History of Brand
 Definition of Brand
 Objectives of Brand
 Brand Elements
 Products Vs Brand

2. History of Brand
• The term derives from the Old Norse word brandr or “to burn,”
• It refers to the practice of branding livestock, which dates back more
than 4,000 years to the Indus Valley.
• It represents Ownership

4. Conti…..
• Companies soon began introducing slogans, mascots, and radio jingles to promote their
brands, not just their products.
• In the 1950s, several leading consumer packaged goods companies
Example: Procter & Gamble, General Foods, and Unilever-developed the concept of brand
management
• Where early ads might have just shown the product or someone using the product,
• Ownership --------------Quality

6. Conti………..
• Then, in 1984, Apple changed the branding game once again.
• Its super successful Super Bowl commercial (directed by world-
famous filmmaker Ridley Scott)
• It reached 46.4 percent of American households.
• storytelling ad encouraged viewers to break free from conformity.
• The first Macintosh computer,
• Instead, the ad was all about the brand and what it wanted to make
customers feel.

8. India and Industrial Revolution

10. There are various popular definitions of a brand:
Brand may be defined from the brand owner’s perspective or the consumer’s perspective.
“A name, term, design, symbol, or any other feature that identifies one seller’s
good or service as distinct from those of other sellers. The legal term for brand is
trademark. A brand may identify one item, a family of items, or all items of that
seller. If used for the firm as a whole, the preferred term is trade name.” -AMA
“A type of product manufactured by a particular company under a particular
name.” - Oxford English dictionary

11. “A name, term, sign, symbol, design, or a combination of these used to
identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.”– A product-oriented
definition
“The promise of the bundles of attributes that someone buys and provide
satisfaction . . .” – A consumer-oriented definition
The fundamental purpose of branding is differentiation. A brand is a means
of differentiating the seller’s product from other competing products.

12. Objectives of a Brand
To establish an identity for the product or a group of products.
To protect the product or service legally for its unique features.
To acquire place for the product in consumers’ minds for high and consistent
quality.
 To persuade the consumer to buy the product by promising to serve their needs
in a unique way.
To create and send the message of strong reliable business among consumers.

13. Brand Elements

14. Brand Name: A brand name is a name by which a brand is called. A brand name should be unique, creative
and yet be easy to remember. For example: “Facebook”, “Nestle”, “Nike”, etc. are all brand names.
Logo: It is a symbol that represents your brand. A logo is visually presenting what your brand stands for! For
example, the logo of Apple is a half-eaten apple, McDonald’s is the letter M, etc. Just like the brand name, a
logo should also be unique.
Color Schemes: Color scheme is using your color palette to represent your brand. Color schemes should be
consistent and should use color psychology. Using color psychology can create a greater impact on the
audience. For
eg: McDonald’s use Yellow and Red predominantly in all aspects of their brand.

15. Taglines: Taglines are the punchlines that a brand uses to connect with their audience. For Example,
McDonald’s tagline is” I’m lovin it”, Nike uses “ Just Do It”, etc.
Jingles: Jingles are like the theme song to a brand. Jingles are very appealing when its an FMCG
product. For Example, “Kiss Me” is the jingle of Cadbury Dairy Milk.
Packaging: It needs to be catchy and advertising, drawing people to see the product inside. Also, it
needs to be compact, yet attractive.
Universal Resource Locator (URL): It forms the domain name on the internet. A seller can register all
prospective variations of brand name URLs or can buy the existing URL of a business.
Characters/Mascots: It is a special symbol, either still, animated, or real life entity such as an animal or
a human character.
For example, Vodafone’s Zoozoo characters are played in its various advertisements by humans wearing
special white body suits

16. Product Vs Brand
Brand and Product are two different terms, which are commonly
encountered in marketing.
These two differ in the sense that a product is created by the
company
while a brand is built by the people using them i.e. customers.

17. Product?
• The product is a good or service or the combination of the two that is
made available by the companies in the market for sale to the end
consumer.
• It can be in physical or non-physical form.
• The product is a good or service or the combination of the two that is
made available by the companies in the market for sale to the end
consumer.
• It can be in physical or non-physical form.

18. Brand ?
• A brand is a combination of three things, i.e. promise, wants and
emotions.
• It is a promise made by the company to its customers that what they
get after they buy the company’s products?
• It fulfils all the wants of the customers.
• It is an emotion to which the customers are attached to.
• The Brand creates an expectation in customers which the promises
made by the company under the brand umbrella will be fulfilled by
those products they use.
• The brand is not just a name but an image in the minds of the
customers.

19. BASIS FOR COMPARISON PRODUCT BRAND
Meaning A product is an item which is
ready for sale in the market.
A brand is something which
distinguishes a product from
other products in the market.
What is it? A product is What you need? A brand is What you want?
Uniqueness A product can be easily
copied.
A brand has a distinguished
identity, that cannot be copied.
Created by Manufacturers Customers

20. Can it be replaced? Yes No
What they do? A product performs the
functions.
A brand offers value.
Appearance A product may be
tangible or intangible in
nature.
A brand is intangible.
Time Horizon A product can be
outdated after some time.
Brand remains forever.
BASIS FOR COMPARISON PRODUCT BRAND