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Marketing Management
Building Strong Brands Page 1
The Project Report of
Marketing Management
Submitted to:
Miss Arooj Shahzad
Submitted by:
Muhammad Zafar & Arooj Suleman
Program & Semester:
BBA (Hons) 7th
Topic:
Building Strong Brands

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Marketing Management
Building Strong Brands Page 2
Table of Contents
What is brand? ...................................................................................................................................... 3
Brand Equity:........................................................................................................................................ 3
How to Build a Brand?.......................................................................................................................... 4
Creating a Brand: .................................................................................................................................. 4
Branding:............................................................................................................................................... 5
How can it be done?.............................................................................................................................. 5
How to Build Strong Brands? ............................................................................................................... 6
Brand Positioning: ................................................................................................................................ 6
Brand Name Selection: ......................................................................................................................... 7
Brand Sponsorship:............................................................................................................................... 7
Brand Development: ............................................................................................................................. 7
Benefits of a strong brand ..................................................................................................................... 8

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Marketing Management
Building Strong Brands Page 3
What is brand?
A brand is a product, service, or concept that is publicly distinguished from other products,
services or concepts so that it can be easily communicated and usually marketed. A brand name is
the name of the distinctive product, service, or concept. Branding is the process of creating and
disseminating the brand name. Branding can be applied to the entire corporate identity as well as to
individual product and service names.
Brands are usually protected from use by others by securing a trademark or service mark
from an authorized agency, usually a government agency. Before applying for a trademark or service
mark, you need to establish that someone else hasn't already obtained one for your name. Although
you can do the searching yourself, it is common to hire a law firm that specializes in doing
trademark searches and managing the application process, which, in the United States, takes about a
year. Once you've learned that no one else is using it, you can begin to use your brand name as a
trademark simply by stating it is a trademark (using the "TM" where it first appears in a publication
or Web site). After you receive the trademark, you can use the registered symbol after your
trademark.
Brands are often expressed in the form of logos, graphic representations of the brand. In
computers, an example of widespread brand application is the "Intel Inside" label provided to
manufacturers that use Intel's microchips.
A company's brands and the public's awareness of them are often used as a factor in
evaluating a company. Corporations sometimes hire market research firms to study public
recognition of brand names as well as attitudes toward the brands.
Here is the famous advertising copywriter and ad agency founder David Ogilvy's definition
of a brand:
The intangible sum of a product's attributes: its name, packaging, and price, its history, its
reputation, and the way it's advertised.
Brand Equity:
Brand equity refers to a value premium that a company generates from a product with a
recognizable name, when compared to a generic equivalent. Companies can create brand equity for
their products by making them memorable, easily recognizable, and superior in quality and
reliability. Mass marketing campaigns also help to create brand equity.

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Marketing Management
Building Strong Brands Page 4
How to Build a Brand?
Building your own brand essentially boils down to 7 steps:
1. Research your target audience and your competitors.
2. Pick your focus and personality.
3. Choose your business name.
4. Write your slogan.
5. Choose the look of your brand (colors and font)
6. Design your logo.
7. Apply your branding across your business and evolve it as you grow.
While you might revisit some steps as you pivot your brand, it's important that you consider each
aspect as you shape your brand identity.
Creating a Brand:
When a company decides to settle on a brand to be its public image, it must first determine
its brand identity, or how it wants to be viewed. For example, a company logo often incorporates the
message, slogan or product that the company offers. The goal is to make the brand memorable and
appealing to the consumer. The company usually consults a design firm or design team to come up
with ideas for the visual aspects of a brand, such as the logo or symbol. A successful brand
accurately portrays the message or feeling the company is trying to get across and results in brand
awareness, or the recognition of the brand's existence and what it offers. On the other hand, an
ineffective brand often results from miscommunication.
Once a brand has created positive sentiment among its target audience, the firm is said to
have built brand equity. Some examples of firms with brand equity – possessing very recognizable
brands of products – are Microsoft Corp. (MSFT), Coca-Cola (KO), Ferrari (FCAU), Apple
(AAPL), and Facebook (FB).
If done right, a brand results in an increase in sales for not just the specific product being
sold, but also other products sold by the same company. A good brand engenders trust in the
consumer, and after having a good experience with one product, the consumer is more likely to try
another product related to the same brand. This phenomenon is often referred as brand loyalty.

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Marketing Management
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Branding:
Branding your business is one of the most important steps in building a company. It gives
your company a unique personality, and establishes a differentiated position in the market that
attracts the right customers.
But for many startups, this can pose a challenge. Without the funding to hire large branding
agencies and with limited resources, startups often make common branding mistakes such as not
defining clear brand guidelines, which in turn neglects to give potential customers a strong first
impression.
Branding is the process of giving a meaning to specific products by creating and shaping a
brand in consumers’ minds. It is a strategy designed by companies to help people to quickly identify
their products and organization, and give them a reason to choose their products over the
competition’s, by clarifying what this particular brand is and is not.
The objective is to attract and retain loyal customers by delivering a product that is always
aligned with what the brand promises.
How can it be done?
Companies tend to use different tools to create and shape a brand. For example, branding can be
achieved through:
 advertising and communications
 product and packaging design
 in-store experience
 pricing
 sponsoring and partnerships
 The visual identity of the brand (logo, website and colors, are just some examples).

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Marketing Management
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How to Build Strong Brands?
Brand Development
Line Extension
Brand Extension
Multi branding
New Brands
Brand Sponsorship
Manufacturer`s Brand
Private Brand
Licensing
Co-Branding
Brand Name Selection
Selection Protection
Brand positioning
Attributes,
Benefits,
Beliefs and Values
Brand Positioning:
Brand positioning is the process of positioning your brand in the mind of your customers.
Brand positioning is also referred as positioning strategy, brand strategy, or a brand positioning
statement.
Brand positioning occurs whether or not a company is proactive in developing a position,
however, if management takes an intelligent, forward-looking approach, it can positively influence
its brand positioning in the eyes of its target customers.

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Marketing Management
Building Strong Brands Page 7
Brand Name Selection:
It includes the desirable qualities of a company or organization. During brand name
selection process the Company firm or organization should focus on these qualities.
 Suggest benefits and qualities
 Easy to pronounce, recognize, and remember
 Distinctive
 Extendable
 Translatable for the global economy
 Capable of registration and legal protection
Brand Sponsorship:
A manufacturer can launch its own brand (manufacturer's brand or national brand). It can sell
to resellers who give the product a private brand (or store brand). It can market licensed brands,
using names or symbols created by other manufacturers, names of celebrities, or characters from
popular movies or television. Finally, a manufacturer can join forces with another company to co-
brand a product.
Brand Development:

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Marketing Management
Building Strong Brands Page 8
Benefits of a strong brand
 It will add value to a company
 Requires less persuasion for consumers to use other products from the same brand
 Can ensure a lasting customer relationship due to trust
 It aids recognition in a cluttered marketplace
 Has the ability to command a premium
 Allows differentiation between very similar products, for example still mineral water
 Can attract merchandising contracts
 Leads to the perception of quality
There are two core elements to a strong brand – emotional value and practical value. Get
these two right and your brand will quickly grow.
However, a brand can be damaged much quicker than it can grow – five things that will
quickly damage your brand include:
 Untrustworthy behavior
 Concern about public safety or health
 Poor customer service (at any level)
 Obvious company financial difficulty
 Poor quality products
Thank you!!!