An Overview To “ Branding ”
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AN OVERVIEW TO “ BRANDING ”
TOPIC-BRAND
DEFINITION OBJECTIVES OF BRAND BRAND PRINCIPLES BRANDING STRATEGIES BRANDING APPROACHES TYPES OF BRANDS BRAND LICENSING AND MANAGEMENT BIBLIOGRAPHY CONCLUSION
BRAND
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competetors. A brand is a name or trademark connected with a product or producer.
EXAMPLES
LG IS A BRAND IT IS A CONSUMER ELECTRONICS PRODUCER TATA IS MULTIPRODUCTS AND SERVICES PRODUCER
Objectives of Brand
Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty
BRAND PRINCIPLES
A good brand name should: be protected (or at least protect able) under trademark law. be easy to pronounce. be easy to remember. be easy to recognize. be easy to translate into all languages in the markets where the brand will be used. attract attention. suggest product benefits or suggest usage (note the tradeoff with strong trademark protection.) suggest the company or product image. be attractive. stand out among a group of other brands.
What Is Branding?
Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Branding is not about getting your target market to choose you over the competition,
BRANDING STRATEGIES
Branding is everything you do that creates an impression of your business in the minds of others. Good branding is deliberate Branding creates a “memory hook” for your customers to quickly recall you and your business as the ones to call. It is a shortcut
Continue…………..
Branding is also a way to build an important company asset, which is a good reputation. Branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
Branding approaches
Brand Brand Brand Brand Brand Brand
design Extension Loyalty Engagement Aversion Parity
Brand Design
Brand design is about designing the customer's experience with the brand. That means from beginning to end, the customer gets an image of your company and products that is value oriented. Brand designers can add to or expand the client's understanding and appreciation for brand design by demonstrating how the brand design connects with customers, how the brand projects the right image, and how it conveys the right information about product benefits.
Brand extension
Brand Extension is nothing but introduce a new product in the market. Example TATA, Mahindra & Mahindra TATA DOCOMO was introduced recently Mahindra was introduced scooties in the market first time
Brand loyalty
Consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service For example, if Joe has brand loyalty to Company A he will purchase Company A's products even if Company B's are cheaper and/or of a higher quality.
Brand Engagement
Brand Engagement is a term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand.
Brand aversion
Brand aversion is an antonym of brand loyalty. It is when a consumer experiences distrust or a disliking of products from a particular brand based on past experiences with that brand and its products, similar to taste aversion.
Brand Parity
Brand parity is the perception of the customers that all brands are equivalent.
Types of brands
Corporate branding Family branding Individual branding Private branding Co-branding “No-brand” branding
Types of brands Corporate Branding When a company's name is used as a product brand name, this is referred to as corporate branding. Example:Samsung Family Branding When one brand name is used for several related products, this is referred to as family branding. Example:Hindustan Uni Lever limited
Continue………… Individual Branding. When all a company's products are given different brand names, this is referred to as individual branding .Example:Idea,Airtel Private Branding When large retailers buy products in bulk from manufacturers and put their own brand name on them, this is called private branding Example:
Continue…………. Co-Branding When different brands work together to market their products, this is referred to as "co-branding" Example:TATA DOCOMO “No-brand" branding Recently a number of companies have successfully pursued "No-Brand" strategies, Examples of the Japanese company Muji, which means "No label" in English
Brand Licensing Management Brand Licensing When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as “brand licensing”. Example:Maruthi-Suzuki Brand Management The art of creating and maintaining a brand is called Brand management.
Bibliography
Birkin, Michael (1994). "Assessing Brand Value," in Brand Power. ISBN 0-8147-7965-4 Gregory, James (2003). Best of Branding. ISBN 0-07-140329-9 Klein, Naomi (2000) No logo, Canada: Random House, ISBN 0-676-97282-9 Fan, Y. (2002) “The National Image of Global Brands”, Journal of Brand Management, Kotler, Philip and Pfoertsch, Waldemar (2006). B2B Brand Management, ISBN 3-540-25360-2. Miller & Muir (2004). The Business of Brands, ISBN 0-470-86259-9. Olins, Wally (2003). On Brand, London: Thames and Hudson, ISBN 0-500-51145-4.
Conclusion
Branding is the fastest way to communicate authentically who you are and establish a relationship with clients by building trust over time. Branding Builds Trust Trust Makes It Easier To Decide To Buy Your potential clients learn a great deal about you from you looking at your brand.
THANK YOU
TOPIC-BRAND
DEFINITION OBJECTIVES OF BRAND BRAND PRINCIPLES BRANDING STRATEGIES BRANDING APPROACHES TYPES OF BRANDS BRAND LICENSING AND MANAGEMENT BIBLIOGRAPHY CONCLUSION
BRAND
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competetors. A brand is a name or trademark connected with a product or producer.
EXAMPLES
LG IS A BRAND IT IS A CONSUMER ELECTRONICS PRODUCER TATA IS MULTIPRODUCTS AND SERVICES PRODUCER
Objectives of Brand
Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty
BRAND PRINCIPLES
A good brand name should: be protected (or at least protect able) under trademark law. be easy to pronounce. be easy to remember. be easy to recognize. be easy to translate into all languages in the markets where the brand will be used. attract attention. suggest product benefits or suggest usage (note the tradeoff with strong trademark protection.) suggest the company or product image. be attractive. stand out among a group of other brands.
What Is Branding?
Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Branding is not about getting your target market to choose you over the competition,
BRANDING STRATEGIES
Branding is everything you do that creates an impression of your business in the minds of others. Good branding is deliberate Branding creates a “memory hook” for your customers to quickly recall you and your business as the ones to call. It is a shortcut
Continue…………..
Branding is also a way to build an important company asset, which is a good reputation. Branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
Branding approaches
Brand Brand Brand Brand Brand Brand
design Extension Loyalty Engagement Aversion Parity
Brand Design
Brand design is about designing the customer's experience with the brand. That means from beginning to end, the customer gets an image of your company and products that is value oriented. Brand designers can add to or expand the client's understanding and appreciation for brand design by demonstrating how the brand design connects with customers, how the brand projects the right image, and how it conveys the right information about product benefits.
Brand extension
Brand Extension is nothing but introduce a new product in the market. Example TATA, Mahindra & Mahindra TATA DOCOMO was introduced recently Mahindra was introduced scooties in the market first time
Brand loyalty
Consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service For example, if Joe has brand loyalty to Company A he will purchase Company A's products even if Company B's are cheaper and/or of a higher quality.
Brand Engagement
Brand Engagement is a term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand.
Brand aversion
Brand aversion is an antonym of brand loyalty. It is when a consumer experiences distrust or a disliking of products from a particular brand based on past experiences with that brand and its products, similar to taste aversion.
Brand Parity
Brand parity is the perception of the customers that all brands are equivalent.
Types of brands
Corporate branding Family branding Individual branding Private branding Co-branding “No-brand” branding
Types of brands Corporate Branding When a company's name is used as a product brand name, this is referred to as corporate branding. Example:Samsung Family Branding When one brand name is used for several related products, this is referred to as family branding. Example:Hindustan Uni Lever limited
Continue………… Individual Branding. When all a company's products are given different brand names, this is referred to as individual branding .Example:Idea,Airtel Private Branding When large retailers buy products in bulk from manufacturers and put their own brand name on them, this is called private branding Example:
Continue…………. Co-Branding When different brands work together to market their products, this is referred to as "co-branding" Example:TATA DOCOMO “No-brand" branding Recently a number of companies have successfully pursued "No-Brand" strategies, Examples of the Japanese company Muji, which means "No label" in English
Brand Licensing Management Brand Licensing When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as “brand licensing”. Example:Maruthi-Suzuki Brand Management The art of creating and maintaining a brand is called Brand management.
Bibliography
Birkin, Michael (1994). "Assessing Brand Value," in Brand Power. ISBN 0-8147-7965-4 Gregory, James (2003). Best of Branding. ISBN 0-07-140329-9 Klein, Naomi (2000) No logo, Canada: Random House, ISBN 0-676-97282-9 Fan, Y. (2002) “The National Image of Global Brands”, Journal of Brand Management, Kotler, Philip and Pfoertsch, Waldemar (2006). B2B Brand Management, ISBN 3-540-25360-2. Miller & Muir (2004). The Business of Brands, ISBN 0-470-86259-9. Olins, Wally (2003). On Brand, London: Thames and Hudson, ISBN 0-500-51145-4.
Conclusion
Branding is the fastest way to communicate authentically who you are and establish a relationship with clients by building trust over time. Branding Builds Trust Trust Makes It Easier To Decide To Buy Your potential clients learn a great deal about you from you looking at your brand.
THANK YOU
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