1. BRANDING
BY
SMART LEARNING WAY

2. Flow of Presentation
1) Introduction
2) Meaning
3) Definition
4) Branding types
5) Branding process
6) Branding challenges
6) Importance
7) Advantages
8) Disadvantages

3. 9) Review of the Topic
10) Conclusion
11) Bibliography

4. Introduction
 Almost every business has a trading name, from the smallest
market trader to the largest multi-national corporation. Only a
minority of those businesses however, have what could be
classed as a ‘brand’ or a ‘brand name’.
 Branding is a word commonly referred to by advertisers and
marketing people, but what does it actually mean, how can
you get it, and most importantly; how will it benefit your
business?
 Branding is the basis of every great marketing campaign. Your
branding should stand out, be recognizable and it should be
standard across all forms of advertising and communication.
This is something that is often overlooked by most businesses,
especially small business or new businesses just starting out.

5.  Branding is about creating an affinity between your product or
service and the people that benefit from its use.
 The terms 'brand' and 'branding' can be integral to a business'
success - but what exactly do they mean? Does your business
have a brand, and does it need one?
 Branding gets right to the core of your business' values. It is
about discovering and communicating the essence of your
business and what it delivers to your customers. In effect, your
brand creates your business' reputation and its 'personality'. A
strong brand can make your business stand out from the
crowd, particularly in competitive markets.

6.  what branding is, how it works and how you can use it to help
improve your business. It shows you how to create a brand,
how to budget for it and the different techniques of managing a
brand. You will also find out what the key elements of
branding are, how branding applies to different business
sectors and the impact design can have on branding.

7. Meaning
 Branding is all about trust. In general, that means that
any prospective client will choose your brand over a similar.
How a company 'positions' a brand is not necessarily how the
consumer perceives that brand. Brands allow marketers to add
meaning to products and services, but it is consumers who
ultimately determine what a brand means. The sources of
brand meaning are many and varied, as are the ways in which
meanings become attached to brands.

8.  Branding is a commonly used trade practice by
manufacturers of consumer and industrial goods. Branding
means giving an attractive name or symbol to the product by
which it will be identified in the market and remembered by
traders and consumers. A brand means a name, term, symbol,
mark, design or picture put on the product itself. It is an
identification market stamp.
 It gives independent status and identity to a product.

9. Definition
1) “Words, letters, or symbols that make up a name used to
identify and distinguish the firm’s offerings from those of its
competitors.”
2) According to Kotler and Armstrong: “ A brand is a
name, term, sign, symbol, or design, or a combination of these
identifies the maker or seller of a product or service.”
3) According to Roy H. Williams, :“Branding is simply
attaching something to your name. A brand is the sum total of
all the mental associations, good and bad, that are triggered by
a name.”

10. 4) “Branding simply involves developing and consistently
communicating a group of positive characteristics that
consumers can identify with and relate to your name.”
5) According to Mud Valley: "Branding is the creation,
development and maintenance of a mutually-valuable
relationship with a strategically selected group of customers,
through the medium of a fresh and compelling elaborated
proposition that is delivered consistently over time by an
artificial personality.”
6) Branding is the art of becoming knowable, likable and
trustable.

11. Types of branding
1) Corporate branding : Making the promise of quality
products, service, and delivery to customers. The intent is to
attract new customers and create loyalty in past
customers. Corporate branding is nothing new; it’s been
around as long as competition between businesses has existed.
2) Employer branding : Focusing on employees to
understand the vision, mission, goals, products, and services
of the company. It is designed to educate employees in order
for them to uphold the corporate brand to their customers.

12. 3) Cause Branding : Attempting to attract customers by
associating the company with a cause or purpose that potential
customers would find beneficial to their personal goals or in
line with their values. This might be a percentage contribution
of company sales to charitable organizations or donations to
nature and wildlife preservation councils.
4) Co-Branding : Becoming more familiar to the consumer all
the time. These include, for example, mini-marts attached to
gas stations, banking facilities within grocery stores, and
Laundromats attached to anything from bowling alleys to
family entertainment centers. This branding falls in the “one-stop
shopping” category.

13. 5) Spirit Branding : Hit the consumer market big time by
selling soft drinks with the slogan of I’d like to teach the world
to sing . . . . It’s that “get a good feeling” from using our
product approach. The world looks brighter and things just go
better when you start your morning off with our product.
6) Community Branding – Showing the collective good a
company can do for the community in which it and its
employees reside. This branding can include company and
employee outreach programs to help the needy, support the
elderly, contribute to public education, or provide emergency
relief and jobs for the unemployed. It’s a promise to the people
in the community that this company will be a beneficial
partner to them.

14. 7) Culture branding : Another method of branding,
branding to employees may be something new to consider in
waging war against sagging morale and high employee
turnover. Culture branding is making promises to employees
concerning their working environment and relationship to their
leaders and managers. In this case, “promises” are different
from guarantees and opportunities in that they are offered free
of encumbrances other than taking advantage of them through
either purchase and use or employment agreement.

15. Branding process
clearly define the target audience.
understand the target customer.
understand the competition.
design compelling brand intent.
identify key leverage points in customer experience.
execute the branding strategy.
establish feedback system.

16. Branding challenges
1]. Brand decision : To brand or not to brand ?
2]. Brand sponsor decision.
3]. Brand quality decision.
4]. Brand name decision.
5] Brand extension decision.
6]. Multi Brand decision.
7]. Brand repositioning decision.
8]. Branding strategies

17. Importance
“successful branding is a process that generates revenue that
cannot be counted, it creates a reputation that is felt not seen, it
is an asset that one cannot show on a balance sheet.”
1) Branding creates favorable images of the product.
2) Favorable branding facilitates sales promotion in specific
segments or in the whole market available for the product.
3) It helps the advertiser to face market competition and brand
wars effectively.
4) Branding helps receiving of customer acceptance.
5) It helps in creating consumer loyalty and winning their
confidence.
6) It increases popularity and prestige.

18. 7) Importance of Branding your Business:
From the point of view of a business, the process of branding
involves making of a trademark and a good name. A
registered trademark and a name ensures individuality and
uniqueness of a particular product or family of products. The
primary advantage of branding is that it is safeguarded from
unlawful activities and at the same time, it is also a way of
developing a good reputation in the market.
8) Importance of Branding in Marketing:
In the field of marketing, the brand name plays an important
role as it helps the people to promote the brand name and its
merits quite easily.

19. 9) Importance of Branding in Advertising:
Advertising is often considered to be a part of marketing
however, branding a particular product helps the advertisers
to provide attractive logo and advertisements. As a brand
name can never be copied, advertisers face lesser heat from
unauthenticated advertisements, effectively, their
advertisement creation gets protected.

20. Advantages of branding
1) Wide market: A manufacturer gets national market due to
branding as consumers support branded products extensively.
He can even create a special demand for his brand through
sales promotion techniques.
2) Effective publicity: Branding and advertising go together.
Branded goods can be advertised effectively. This bring
popularity to products and raises sales. It is possible to create
monopoly in the market for branded goods. Consumers
remember their favorite brands and purchase products on
brand names. Branding is also useful for making advertising
campaign effective.

21. 3) Support from traders in marketing: Traders are
interested in selling branded goods due to various advantages
like regular demand and quick sale. This enables a
manufacturer to capture the market and secure more profit.
4) Control on marketing: A manufacturer can maintain
effective control on the marketing of branded goods. This is
possible as quality, price, etc., are fixed by the manufacturer
himself and middlemen are not given any scope for unfair
practices like adulteration and price rise. Thus manufacturer
gives protection to consumers in the case of branded goods.
5) Reputation to manufacturer: A well promoted brand earns
reputation in the market and builds up a bright image of his
organization around the brand. It enables a manufacturer to
make national advertisement and create popularity at the
national level.

22. 6)Product differentiation and independent status: A
manufacturer can give independent status to his product
through branding. A brand suggest individual distinctive
features of the product. Due to branding, a manufacturer is in a
position to isolate his product from those of others (i.e.,
competitors) and then make it popular in the market.
 Branding facilitates product differentiation it gives specific
identify to a product which makes the product different from
other identical products. For example, “Lux” as a brand/
trademark makes it different from other soaps available in the
market.
7) Stability to sale: branded goods provide stable sale over a
long period. This is due to loyalty and confidence of consumers
in the case of branded goods. Consumers always give support
to branded goods.

23. 8) Introduction of new products: A manufacturer of a
popular brand article can bring supplementary or even a new
product in the market easily, quickly and with confidence. this
facilitates easy extension of product line.
9) Limited dependence on middlemen for marketing:
Branded goods require limited salesmanship at the retailer
level. These goods have support from consumers and
naturally the manufacturer is not at the mercy of middlemen
for marketing.

24. Disadvantages
1) Cost:
 If you wish to create and maintain a strong brand presence, it
can involve a lot of design and marketing costs. A strong
brand is memorable, but people still need to be exposed to it,
this often requires a lot of advertising and PR over a long
period of time, which can be very costly.
 There are also costs involved with the creating of a brand
image or logo (Paying for a designer, printing new
letterheads/business cards etc.), and although most of these
are only one off costs, they are still relatively large for most
small businesses.
 The exposure of your brand can be left to word of mouth, this
will save you money, but will also greatly slow down the
exposure your brand receives.

25. 2) Impersonal:
 One of the main problems with many branded businesses is
that they lose their personal image. The ability to deal on a
personal basis with customers is one of the biggest advantages
small business have, and poorly designed branding could give
customers the impression that your business is losing its
personal touch.
3) Fixed Image:
 Every brand has a certain image to potential customers, and
part of that image is about what products or services you sell.
If you are known for selling just one product, and you want to
sell another product, will you be able to do so effectively? If
you sell computers, would your brand name be suitable for
selling vacuum cleaners? If your brand is focused too strongly
on one product, it can limit your ability to sell other products.

26. 4) Timescale:
 The process of creating a brand will usually take a long
period of time. As well as creating a brand and updating your
signs and equipment (e.g. Stationary, vehicles etc.), you need
to expose it to your potential customers.
 It is commonly shown that people need to see an advert at
least three times before they absorb it, which means you will
need to advertise and promote the brand for a considerable
amount of time before it will become well known.

27. Conclusion
 Branding is a promise made to the customer that will deliver
values beyond expectation. Branding can be rational or
irrational. Customers buy brand not only for the intrinsic
values associated with it but also because the brand has
surprised them in the past with newer and more novel
experiences. Effective branding promotes loyalty to your
business and your products and service.
 Brand really is about fact and emotion. It’s about what you
deliver and the emotional attributes associated with it. This
emotional measure increases as the world becomes more visual,
more digital, and more connected. The ability of your personal
brand to suggest a strong, positive feeling is a key element of
your brand’s equity.

28.  When creating a brand, you must be careful not to lose the
image of personal service. Every branding must show the
correct image that you want your customers to see.

29. Review of the Topic
1) Introduction
2) Meaning
3) Definition
4) Types of Branding
5) Branding process
6) Branding challenges
7) Advantages
8) Disadvantages
9) Conclusion

30. Bibliography
1) Introduction of Marketing
- N.G. KALE
- M. AHMED
- Vipul prakashan
2) Marketing Management
- Philip Kotler
Prentice Hall of India Pvt.
New Delhi

31. 3) Marketing management
- Douglas j. dalrymple
- Leonard j. persons
4) Marketing communications
By:- Jim Blythe