A brand is a symbolic construct that represents a product or service through a name, logo, or other identifying features that distinguish it from competitors. Branding allows companies to increase perceived value for customers and build brand equity. Key aspects of branding include establishing attributes, benefits, values and personality that are meaningful to the target market. Strong brands are protected, memorable, attention-grabbing, and suggest benefits to users.

1. PRODUCT BRANDING
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2. What is a Brand
• A Basic Decision in marketing products is Branding
• In Branding an organisation uses a name, phrase, design, symbols or
combination of these to identify its products and disntinguish them
from those of competitors
• A Brand Name is any “Word”, “Device”: design, sound , shape or
colour or combination
• A “Trade Name” is a commercial, legal name under which a
company does business
• A “Trade Mark” : identifies that a firm has a legally registered its
brand name or trade name so that the firm has its exclusive use,
thereby preventing others from using it
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3. What is a Brand
• A brand takes the form of a symbolic construct created by a
marketer to represent a collection of information about a product
or group of products. This symbolic construct typically consists of a
name, identifying mark, logo, visual images or symbols, or mental
concepts which distinguishes the product or service.
• A brand often carries connotations of a product's "promise
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4. Value Of Branding
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• Branding policy is important not only for manufacturers but also for
Retailers and consumers
• Retailers value Branding because consumers shop at stores that
carry their desired brand
• Consumers value branding as it allows them to be Efficient shoppers
• For manufacturers : allows for brand extension : the practice of
using a current brand name to enter a completely different product
class

5. What is a Brand
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A BRAND IS A COMPLEX SYMBOL THAT CONVEYS SIX
LEVELS OF MEANING
 ATTRIBUTES : A BRAND BRINGS TO MIND CERTAIN
ATTRIBUTES
 BENEFITS : ATTRIBUTES MUST BE TRANSLATED INTO
FUNCTIONAL AND EMOTIONAL BENEFITS.
 VALUES : BRAND SAYS SOMETHING ABOUT THE
PRODUCERS VALUES
 MERCEDES STANDS FOR HIGH PERFORMANCE,
PRESTIGE

6. What is a Brand
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 CULTURE : BRAND MAY REPRESENT A CERTAIN
CULTURE
 PERSONALITY : PROJECTS A CERTAIN
PERSONALITY
 USER : SUGGESTS THE KIND OF CONSUMER WHO BUYS
AND USES THE PRODUCT.
IT SEEKS TO INCREASE THE PERCEIVED VALUE TO THE CUSTOMER
AND THEREBY INCREASE THE “BRAND EQUITY”

7. Brand Equity
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• The value of a company's brand equity can be calculated by
comparing the expected future revenue from the branded
product with the expected future revenue from an equivalent
non-branded product.
• This value can comprise both tangible, functional attributes
(eg. TWICE the cleaning power or HALF the fat) and intangible
emotional attributes (eg. The brand for people with style and
good taste).

8. Characteristics of a good brand name
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• be legally protectable
• be easy to pronounce
• be easy to remember
• be easy to recognize
• attract attention
• suggest product benefits (eg.:Easy off) or suggest usage
• suggest the company or product image
• distinguish the product's positioning

9. Brand types
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• Premium brand typically costs more than other products.
• Economy brand is a brand targeted to a high price elasticity market
segment.
• Fighting brand is a brand created specificlly to counter a competitive
threat
• Family Branding : When one brand name is used for several related
products, this is referred to as family branding.
– Family branding is a marketing strategy that involves selling
several related products under one brand name.

10. Brand types
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• Corporate branding : refers to the practice of using a company's name
as a product brand name.
• It is an attempt to leverage corporate brand equity to create product
brand recognition.
– Eg : Disney: includes the word "Disney" in the name of many of its
products;
– Pepsi, and Coca-Cola.
• Corporate branding can result in significant economies of scope since
one advertising campaign can be used for several products.
• It also facilitates new product acceptance because potential buyers are
already familiar with the name.
• A corporate branding strategy is generally only useful when the
company is already well known with a very positive image in the target
market.

11. Benefits of Branding
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• Marketers see a brand as an implied promise that the level of quality
people have come to expect from a brand will continue with present and
future purchases of the same product.
• This may increase sales by making a comparison with competing
products more favorable.
• It also enables the manufacturer to charge more for the product.
• The value of the brand is determined by the amount of profit it
generates for the manufacturer.
• This results from a combination of increased sales and increased price.