1. Brand.

2. American Marketing Association
• A name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from
those of other sellers.

3. What Is a Brand?
• Philip Kotler and Gary Armstrong:
• A brand is defined as ‘a name, term, sign symbol
or a combination of these, that identifies the
maker or seller of the product’

4. David Ogilvy:
• “the intangible sum of a product’s attributes: its
name, packaging, and price, its history, its
reputation, and the way it’s advertised.”

5. BRAND
• A brand is any label that carries meaning and
associations. A great brand does more: It
lends coloration and resonance to a product
or service.

6. Brand management
• Tangible elements
• Intangible elements

7. Why Brand?
• To differentiate itself from its competitors.
• Customers often build up a relationship with a
brand that they trust and will regularly purchase
products from that brand.
• To evaluate the identical products differently
• To organize inventory and accounting records
• Offers the firm legal protection

8. Possible to brand:
• A physical good
• A service
• A store
• A person
• A place
• An organisation

10. A brand is a complex symbol. It can convey
up to six levels of meaning.
• Attributes: The brand and the product for which it is the
symbol that have attributes. A brand has to convey its
attributes.
• Benefits: Customers buy a brand or product for benefits and
not for its attributes. A brand has convey meaning in terms
of benefits.
• Values: The brand also says something about the producer's
values.
• Culture: The brand may represent a certain culture.
• Personality: The brand can also project a certain personality.
• User: The brand suggests the kind of consumer who buys or
uses the product

11. Brand management
• Brand management is a communication
function that includes analysis and planning
on how that brand is positioned in the market,
which target public the brand is targeted at,
and maintaining a desired reputation of the
brand.

12. Brand Equity
• Added value endowed on products and services
• Does not develop instantaneously

13. Brand Equity
• The value of a brand.
• Carefully nurtured and marketed
consumers feel real value and
trust towards that brand.

16. Brand elements
• Trade mark able devices that identify and
differentiate the brand
• Provide positive contribution to brand equity

17. Brand Elements Choice Criteria
• Memorable
• Meaningful
• Likable
• Transferable
• Adaptable
• Protectable

18. DEVISING A BRANDING STRATEGY
• While introducing a new product:
Develop new brand elements for the new products
Apply some of its existing brand elements
Use a combination of new and existing brand
elements

19. • Brand Extension : when a firm uses an established
brand to introduce a new product.
• MARUTHI SWIFT AUTOMOBILE, ICICI PRUDENTIAL
LIFE INSURANCE
• Line extension: parent brand covers a new
product within a product category it currently
serves with new flavors ,colors ,forms etc
• LIFEBUOY CARE,LIFEBUOY NATURE ,LIFEBUOY
TOTAL
• Category extension: the parent brand is used to
enter a different product category from the one it
currently serves
• HONDA AUTOMOBILES ,MOTOR CYCLES,LAWN
MOVERS,MARINE ENGINES

20. BRANDING DECISIONS
• Individual names
• Blanket family names
• Separate family names for all products
• Corporate name combined with individual product
names.

21. Individual names
• Several individual
brands in several
product
categories
EG : PROCTER & GAMBLE

22. Blanket family names
• Companies use blanket family names in diverse
product categories.
• Lower development costs

23. Separate family names for all products
• Separate family names for various products of
the company

24. Corporate name combined with individual
product names.
• Combination of corporate name and individual
name

25. Marketing Advantages Of Strong Brands
• Improved perception of product performance
• Greater loyalty
• Less vulnerability to competitive marketing actions
• Less vulnerability to marketing crisis
• Larger margins
• More inelastic consumer responses to price decreases
• More inelastic consumer responses to price increases
• Greater trade cooperation and support
• Possible licensing opportunities
• Additional brand extension opportunities
• Increased marketing communication effectiveness