Scribd Logo
Upload

Welcome to Scribd!

  • 22 views

    What Is Brand and How Does Branding Work

    Uploaded by

    mohammad kitali
    Branding involves giving a product or service a name, symbol, or design to identify its source and differentiate it from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products with trademarks to protect customers from inferior quality. Branding serves three roles - for consumers to evaluate products based on past experiences, for firms to organize inventory and records, and for products to signal a level of quality to secure competitive advantage. Research shows preschoolers felt identical McDonald's foods tasted better when wrapped in familiar McDonald's packaging versus unmarked wrappers, demonstrating the power of branding. For branding strategies to be successful, consumers must be convinced there are meaningful differences between brands in attributes, benefits, or non-product

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    What Is Brand and How Does Branding Work

    Uploaded by

    mohammad kitali
    22 views17 pages
    Branding involves giving a product or service a name, symbol, or design to identify its source and differentiate it from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products with trademarks to protect customers from inferior quality. Branding serves three roles - for consumers to evaluate products based on past experiences, for firms to organize inventory and records, and for products to signal a level of quality to secure competitive advantage. Research shows preschoolers felt identical McDonald's foods tasted better when wrapped in familiar McDonald's packaging versus unmarked wrappers, demonstrating the power of branding. For branding strategies to be successful, consumers must be convinced there are meaningful differences between brands in attributes, benefits, or non-product

    Original Description:

    What is brand and how does branding work

    Original Title

    What is brand and how does branding work

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Branding involves giving a product or service a name, symbol, or design to identify its source and differentiate it from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products with trademarks to protect customers from inferior quality. Branding serves three roles - for consumers to evaluate products based on past experiences, for firms to organize inventory and records, and for products to signal a level of quality to secure competitive advantage. Research shows preschoolers felt identical McDonald's foods tasted better when wrapped in familiar McDonald's packaging versus unmarked wrappers, demonstrating the power of branding. For branding strategies to be successful, consumers must be convinced there are meaningful differences between brands in attributes, benefits, or non-product

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    22 views17 pages

    What Is Brand and How Does Branding Work

    Uploaded by

    mohammad kitali
    Branding involves giving a product or service a name, symbol, or design to identify its source and differentiate it from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products with trademarks to protect customers from inferior quality. Branding serves three roles - for consumers to evaluate products based on past experiences, for firms to organize inventory and records, and for products to signal a level of quality to secure competitive advantage. Research shows preschoolers felt identical McDonald's foods tasted better when wrapped in familiar McDonald's packaging versus unmarked wrappers, demonstrating the power of branding. For branding strategies to be successful, consumers must be convinced there are meaningful differences between brands in attributes, benefits, or non-product

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 17

    t is brand, and how dose branding w

    By Sanket Badhe

    What is a

    Brand ?

    Brand is a name, term,


    sign,
    Symbol, or design, or a
    combination of Them,
    intended to identify the
    goods Or services of
    one seller or group And
    to differentiate them
    from those of
    competitors

    The Earliest signs of branding in


    Europe were the medieval Guilds
    requirement that craftspeople put
    trademark on their Products to protect
    their customer against inferior quality.

    fine arts, branding began with artist signing their wo

    The Role Of Brands

    1. Brand for consumer


    2. Brand for Firm
    3. Brand for product

    2. Brand for firm


    They simplify
    product handling
    Or tracing.
    brands help to
    organize
    Inventory and
    accounting
    records.
    A brand also
    offers the firm
    legal
    Protection for
    unique feature or

    1. Brand for consumer


    Consumer may
    evaluate the identical
    product Differently
    depending how it is
    branded. They
    Learn about brands
    through past
    experiences with the
    product and its
    marketing program,
    finding out which
    brands satisfy their
    needs and which do
    not.

    3. Brand for Product


    A credible brand
    signals a certain
    levels Of quality so
    that satisfied buyers
    Can easily choose the
    product again and
    again. In this sense,
    branding can be a
    powerful means to
    secure a competitive
    advantage .

    One research study


    that provoked about
    The effects of
    marketing on children
    showed that
    preschoolers Felt
    identical McDonalds
    food items-even carrot,
    Milk, and apple juice
    tasted better when
    wrapped in McDonalds
    familiar packaging in
    unmarked wrappers

    The Scope of

    For branding strategies


    to be successful and
    brand value to be
    created, Consumer must
    be convinced there are
    meaningful differences
    Among brands in the
    product or services
    category service category

    Brand difference often relate to


    attributes or benefits of the product
    itself

    Others Brands create competitive


    advantage through nonproduct-related
    means

    Created by Sanket
    Badhe, IIT Roorkee,
    during an internship
    with Prof. Sameer
    Mathur, IIMLucknow,
    www.IIMInternship.co
    m

    You might also like