The document discusses key concepts related to branding, packaging, labeling, product lines, and brand strategy. It defines branding as identifying a seller's goods or services and discusses advantages like helping consumers identify products and protecting against copying. Packaging is defined as enclosing products for distribution, sale, and use, with advantages like attracting attention and ensuring product safety. Labeling identifies and describes products while essential food labels include price, nutrition, and expiration dates. Product lines are groups of closely related products, and decisions include length, filling, and stretching. Brand strategy addresses positioning, name selection, sponsorship models, and development approaches like line extensions, brand extensions, multi-brands, and new brands.

2. PRESENTED BY:
Javeria
11-arid-3303
MIT-2
University Institute of Information Technology ,
Rawalpindi(UIIT,UAAR)
Pakistan

3. BRAND
 "Name, term, design, symbol, or any other
feature that identifies one seller's good or
service as distinct from those of other sellers."
Some popular brands:

4. Branding Advantages
 Help consumer identify products
 Help seller to segment markets
 Brand represent the quality and
consistency of product
 Brand name provides legal protection to
seller by refraining copying of the
product and its features by competitors

5. PACKAGING
 “Packaging is the art, science, and
technology of enclosing or protecting
products for distribution, storage, sale,
and use.”

6. Packaging Advantages
 Hold the product
 Attract attention of consumers
 Describe the product features
 Product safety

7. LABELING
 “Labels range from simple tags attached to
products to complex graphics that are part
of the package.”
LABELING IMPORTANCE:
 Identify the product
 Describe product features
 Promotion of brand

8. Essentials of Labeling
(of an edible product)
 Price per unit of standard measure
 Nutritional values in the product
 Manufacture and Expiry Date of product

9. PRODUCT SUPPORT SERVICES
It includes:
 Surveying customers to assess the value of
current services
 On the basis of survey reports, fix the
problems and add new services
 Many companies are providing support
services to their customers through phone,
e-mail, fax, internet.

10. PRODUCT LINE
 “Group of products manufactured by a
firm that are closely related in use and in
production and marketing requirements.”
e.g., product line of LU:

11. Product Line Decisions
It include deciding about:
 Product Line Length - The number of items in a product
line
 Product Line Filling - adding more items within the
present range of items.
 Product Line Stretching - increasing the product line
beyond its current range (either downward or upward or
both ways).

12. PRODUCT MIX
 “A range of associated products that
yields larger sales revenue when
marketed together than if they were
marketed individually.”
Pepsico Product Mix

13. Product Mix Dimensions
 Width - no. of product lines
 Length - total no. of items in product lines
 Depth - no. of versions of each product
 Consistency - how closely related the product lines are

14. BRANDING STRATEGY

15. BRAND EQUITY
 “A measure of the brand’s ability to capture
consumer preference and loyalty.”
 Brand valuation is the process of estimating
the total financial value of a brand.
 Customer equity is the value of customer
relationships that the brand creates.

16. Consumer Perception Dimension of
Brand Strength
(according to an ad agency Young & Rubicam’s)
 Differentiation - what makes the brand stand out
 Relevance - how consumer feel it meet their needs
 Knowledge - how much consumer know about brand
 Esteem - how highly consumer regard and respect the brand

17. BUILDING STRONG BRANDS
 Major Brand Strategy Decisions:
Brand Brand
Brand Brand
Name Sponsor-
Positioning Development
Selection ship

18. 1. BRAND POSITIONING
“The act of designing the company’s offering
and image in such a way that it occupies a
distinctive place in the minds of customers.”
A brand can be positioned on the basis of:
 Product attributes
 Benefits
 Beliefs and values

19. 2. BRAND NAME SELECTION
Desirable Qualities of a brand name:
 Suggest the product’s benefits and qualities
 Easy to pronounce, remember and recognize
 Capable of registration and legal protection
 Distinctive
 Extendable
 Easily translatable

20. 3. BRAND SPONSORSHIP
4 Sponsorship Options:
 National brand
 Private Brand
 Licensed Brand
 Co-brand product

21. National Brand
(Manufacturer’s Brand)
“A brand sold out under its own unique
brand name.”
Example:
Lay’s Chips

22. Private Brand
(Store brand or Distributor brand)
“A brand created and owned by a
reseller of a product or service.”
Example:
atwood’s coffee

23. Licensed Brand
“A brand name or symbol licensed with
a name which was previously created by
other manufacturers, or the names of
celebrities, or characters from popular
movies and books.”
Example:
Kellogg’s
(Character Logo)
“Tony the

24. Co-branding
“Using the established brand names of
two different companies on the same
product.”
Example:
Motorola Ferrari co-branding

25. 4. BRAND DEVELOPMENT STRATEGY
Product category
Existing New
Line Brand
Existing
Extension Extension
Brand Name
New
Multi- New
brands Brands

26. Line Extension
 Existing brand name
 Existing product category
Example:
Servis shoes has different range of shoes for different
people. This strategy is called line extension.

27. Brand Extension
 Existing brand name
 New product category
Example:
Servis shoes have extend their brand by adding a
new product category of Servis Tyres & Tubes.

28. Multi-brands
 New brand name
 Existing product category
Example:
Unilever has multi-brands in the same product category
of shampoos
Such as Dove, Sunsilk, Lux etc.

29. New Brands
 New brand name
 New product category
Example:
Olper’s milk introduced a new product category
of juices with a new brand name of Olfrute

30. MANAGING BRANDS
 Continuously communicate brand positioning to
the consumers.
 Everyone in the company should live the brand.
 Periodically audit the brand’s strengths and
weaknesses.
 Brands are not maintained by advertising but by
the brand experience.

31. Javeria
11 arid 3303