1. ANSARI FARAZ AHMAD MOHAMMAD ASIF
ROLL NO:- 05
MMS – II
Marketing
AIAIMS
PRODUCT VS BRAND
Submitted to – Prof. Dr. R.K. SRIVASTAVA
2. A product is something
that is made in a factory.
A brand is something that is
bought by a customer.
A product can be
copied by a competitor.
A brand is unique.
A product can be
quickly outdated.
A successful brand is
timeless.
3.
Anything that can be offered to a market to satisfy a want or
need. It is usually judged on
(1) product features
(2) services mix & quality and
(3) price appropriateness.
Core benefit, Basic product, Expected product, Augmented
product, Potential product.
5.
Product line – a group of closely related product items.
Product mix – all products that a firm sells.
Width – refers to how many different product lines the firm
carries.
Depth – refers to how many variants of each product are offered.
6.
It’s the company’s definition of what they have to offer.
A brand is a product that has a personality.
A promise to the customer.
What the customer knows about your specific product. It’s
your image.
How the company or product is perceived?
7.
A set of product perceptions by the consumer.
It is a personality developed over time.
A brand signifies a relationship with the customer.
It is the company’s most valuable asset. It’s also the main
differentiator, the best defense against price competition,
and the key to customer loyalty.
Competitors can copy your features and benefits, but they
can’t steal your brand.
It’s a promise. But it must be backed up by performance.
10.
A brand is much more than a name—it’s a symbol,
trademark, logo, term, sign, design or combination, which
distinguishes a product from others.
Sets a company’s products apart from competition. It’s the
perception of the product in the minds of the consumers.
Your first opportunity is in the name. Easier to order and
remember.
Most important is consistency—globally too.
11.
One of the most important components of defining your
company is defining your brand. To become successful, you
need to make sure that your logo is recognized instantly.
Not only is this important for advertising reasons, but it is
important as your company continues to grow. The trick is
figuring out how to develop your company’s brand strategy
to make sure it’s up there with the big name brand
superstars. Let’s take a look at a few of these companies and
how you can learn from their branding tactics.
12. Examples:
1. Micromax has successfully generated innovative
technologies that have revolutionized the telecom
consumer space.
2. Mercedes promises well-built, prestigious,
safety, performance.
3.
Co branding/Dual branding: "Intel inside."
13.
14. APPLE
Apple is the quintessential example of what brands strive to be
like. Apple is associated with products that are easy to use,
simple, and high quality. The brand is known to be representative
of a way of life, leading its customers to say proudly, “I’m a
IPHONE user.” Apple did not use traditional methods to become
a company with some of the most loyal users. Instead, they used
emotion to connect with their customers. Apple’s design was
focused on making a person’s life easier through its products.
They showed their customers they were trust worthy and reliable.
Apple’s focus on human connection made its brand representative
of a friend more than just a business. Not many companies can
say that.
Marketing Takeaway: Communicate with your customers in a
way that earns their trust and loyalty and makes them want to tell
others about your brand.
15.
A product is made by a company and can be purchased by a
consumer in exchange for money while brands are built
through consumer perceptions, expectations, and
experiences with all products or services under a brand
umbrella. For example, Toyota’s product is cars. Its
umbrella brand is Toyota and each product has its own more
specific brand name to distinguish the various Toyotamanufactured product lines from one another. Without a
product, there is no need for a brand.
16.
A product can be copied by competitors at anytime. When
Amazon launched the Kindle e-reader device, it didn’t take
long for competitors to come out with their own branded
versions of an e-reader product. However, the brand
associated with each e-reader device offers unique value
based on the perceptions, expectations, and emotions that
consumers develop for those brands through previous
experiences with them.
Similarly, a product can be replaced with a competitor’s
product if consumers believe the two products offer the
same features and benefits. Products with low emotional
involvement are typically easily replaced. For example, do
you really care what brand of milk you buy or do you
primarily just care that the milk you buy is fresh and
includes the fat percentage that you want?
17.
It becomes a brand the moment a consistent branding strategy is
set in place and people begin to make the connections. A brand is
not as elusive as you might think. A brand is a consistent message
that is triggered in a consumer’s or client’s mind. Every time they
see or hear X they think Y. In a way it is basic theory. Think of
the most common examples: the golden arches — McDonalds.
Mouse ears —Disney.
18. MESSAGE
o
In order for a product to become a brand it needs several
things to be in place. First is the messaging. What do you
want people to think when they are triggered? Messaging
can say quality; it can say speed of service; great taste; low
price… anything that is a positive thought about your
product or service is a possible message that can be wrapped
into your Brand.
19. LOOK
o
o
Second consider the Look. Brand look is the colours, words,
and other details that will be the trigger to your messaging.
It will be how you are first perceived and it is important that
it is attractive, appropriate and in line with your messaging.
A little blue bird — twitter: short bursts of shared
conversation –tweets. This is a perfect micro package of
message coupled with brand look. This is an integrated
strategy. Having a brand strategy works for huge global
companies and for small local companies.
20. DELIVERY
o
o
Your Message needs to be clear. Your Look needs to be
consistent. But the process doesn’t stop there. The message
and the branded look are only as good as the delivery. How
will you deliver the new brands look? How will you get
people to see the relationship between your message and the
new logo, jingle, or signature product? Will you use social
networking, print media, word of mouth, special offers?
Which delivery method will resonate with your customers?
Every time a customers and potential customers sees the
branded advertisements, looks at the logo in a social
network post, or reads a comment the brand reputation
grows. Each time the Brand is becoming stronger in their
minds.
