BRANDING

BRANDING: 

BRANDING

Brand: 

Brand A name , term, sign, symbol, or design (or some combination of these) used to identify the products of one firm and to differentiate them from competitive offerings. 2 10-5

Brand Name: 

Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors. 3 10-6

A Good Brand Name: 

A Good Brand Name 1. Easy to pronounce 2. Recognize 3. Remember 4. Legally protectable 4 10-7

Brand Identity: 

Brand Identity A unique set of brand associations that the brand strategist aspires to create or maintain .These associations represents what the brands stands for and imply a promise to customers from the organization members. Its also used as brand image interchangeably 5

Trademark: 

Trademark A brand that has been given legal protection and has been granted solely to its owner. 6 10-8

Family Brand: 

Family Brand Brand name used for several related products. Individual Brand Brand that is known by its own brand name rather than by the name of the company producing it or an umbrella covering similar items. 7 10-18

Brand Extension: 

Brand Extension The decision to use a popular brand name for a new product entry in an unrelated product category. 8 10-19

Brand Strategy: 

Brand Strategy The decision to use a popular brand name for a new product entry in an unrelated product category. a) Family b) Individual 9 10-20

National Brand (Manufacturer’s Brand): 

National Brand (Manufacturer’s Brand) A brand promoted and distributed by a manufacturer. Private A brand promoted and distributed by a wholesaler or retailer. 10

Branding Strategies: 

Branding Strategies Product Branding Strategy Focusing on product concept e.g. HLL P&G,ITC Line Branding strategy,focussing on complimentary benefits or features e.g. Lakme Range Branding Strategy, Expanding your expertise like Dabur , Himalaya Umbrella Branding strategy. All products are positioned under one single brand. E.g tat Birla etc. Double branding strategy; Combination of umbrella branding and product branding e.g Tata Indica,Bajaj Pulsar,etc. 11

BRAND IMAGE: 

BRAND IMAGE Hard associations ;-Hard associations include consumers perceptions of tangible or functional attributes of a brand e.g. for automobile company it can be its speed power fuel economy etc.

Soft associations: 

Soft associations Associations of this type is emotional in nature. such associations can be Positive or negative Positive- E.g ;- Bajaj auto has associated its pulsar with maleness toughness youthfulness and excitement Negative e.g ;-consumers associate Indian Airlines with dullness old age ,indifference and inffciency .

Soft association: 

Soft association Positive and negative associations could also be by the nature of Image of the provider; Refers to the image of the manufacturer ; as Apple looks for Innovation and excitement whereas Tata with Old features Image of the user;-Raymond's complete Man SX$ Men are Back, Ponds Confident Young working Lady

Packaging: 

Packaging Packaging includes all activities that focus on the development of a container and graphic design for a product. A package have three levels ;the primary package –the container of the product as a bottle or Jar or tube Secondary package –is the box of cardboard or some other material containing the primary package . Shipping package-that contains more units of secondary pavkage . Moreover the Combinations or Features of a product all together offering Benefits is a lso its packaging for a consumer. Packaging differs for a product from company to company.

Labeling: 

Labeling A label may be a part of a package or it may be a tag attached to a product Many product labels contain Universal product Code.. They are the thin and Thick lines that identifies a product and provides pricing inventory information.