PRODUCT AND

BRANDMANAGMENT

Submitted by Hadia shahid

Submitted to Mr. Tanveer
Department Business Administration
Semester VII
 PRODUCT AND BRAND MANAGEMENT

Q. What are the products that are branded in the last 3 years according to
you?

A brand is a:
“name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate
them from those of competition.”

A brand is essentially something that resides in the minds of consumers through a tedious
process called ‘positioning’. The question as to whether everything can be branded needs some
exemplifying of some behemoth brands that represent the ‘everything’ that we are referring to.
We can recognize the universality of branding by looking at some different product applications
in diverse categories – physical goods, services, retail stores, online business, people,
organizations, sports and entertainment places, and ideas.

It should hence be understood that everything is and can be branded. You’ll as well are in fact
brands too as people possess attributes that differentiate themselves from others and hence
become a brand. The key to branding is that consumers perceive differences among brands in a
product category. These differences can be related to attributes or benefits of the product or
service itself, or they may be related to more intangible image considerations.

No matter what your product or service is, it can be branded by creating the right brand
expectations in the minds of your target customers. Lets take a brief look at the categories:

 Physical goods:
It includes any type of good that can be physically touched, acquired to satisfy needs and desires.
Goods are items that are usually tangible, such as pens, salt, apples, and hats. Here recent
physical goods that are branded are explained briefly below.

Kyle cosmetics:
Kylie Cosmetics by Kylie Jenner is one of the fastest growing beauty brands in the world.
Having launched three years ago, Kylie Cosmetics was put on the makeup map, by Kylie’s
infamous "Lip Kit," consisting of a matching liquid lipstick and lip liner to create the perfect
Kylie pout. Kylie has since gone on to expand the collection into a full range of color cosmetics,
including eyeshadow palettes, concealers, highlighters, blushes, accessories and more, as well as
becoming one of the most renowned and coveted cosmetics brands of 2018.

Fenty beauty
Rihanna was inspired to create Fenty Beauty after years of experimenting with the best-of-the-
best in beauty—and still seeing a void in the industry for products that performed across all skin
types and tones. She launched a makeup line “so that women everywhere would be included,”
focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work
for all skin types, and pinpointing universal shades. Fenty Beauty products are designed to feel
lightweight.

 Services:
Services are activities provided by other people, who include doctors, lawn care workers,
dentists, barbers, waiters. E.g.

Careem
Careem is a transportation network company based in Dubai, with operations in over 100 cities
in 14 countries in the Middle East, Africa, and South Asia.

 Retail and Distributors:

Retailer is a business or person that sells goods to the consumer, as opposed to a wholesaler or
supplier, who normally sell their goods to another business.

Distributors are entities that buys noncompeting products or product lines, warehouses them, and
resells them to retailers or direct to the end users or customers.

 Online businesses:
A lot of product and services are born online. Online business also referred to as e-business - is
any kind of business activity that happens online (over the internet).
A business owner who does any, or all, of their business using the internet, is running an online
business. Running an online business can include buying and selling online, and providing an
online service. A wide variety of businesses can be found online, in many different industries.

 People and organizations:

When the product category is people or organizations, these often have well-defined images that
are easily understood and liked (or disliked) by others.
Organizations often take on meanings through their programs, activities, and products.

 Sports and Entertainment:

Sport (or sports) is all forms of usually competitive physical activity which, through casual or
organized participation, aim to use, maintain or improve physical ability and skills while
providing entertainment to participants, and in some cases, spectators.

Entertainment is a form of activity that holds the attention and interest of an audience, or gives
pleasure and delight. It can be an idea or a task, but is more likely to be one of the activities or
events that have developed over thousands of years specifically for the purpose of keeping an
audience's attention.

 Geographic location:
Geographic location can be an indefinite region or expanse, a building or locality used for a
special purpose or the three-dimensional compass of a material object.

 Ideas and causes:

Ideas are a thought or collection of thoughts that generate in the mind. An idea is usually
generated with intent, but can also be created unintentionally. Ideas often form during
brainstorming sessions or through discussions.

Cause is a person or thing that acts, happens, or exists in such a way that some specific thing
happens as a result; the producer of an effect.
 categories Examples
Physical goods  Kyle cosmetics
 Fenty beauty
 Jaclyn hills cosmetics
 Faiza beauty milk
services  Careem
 Uber
Retail and distributors  green valley
Online product and services  Foodpanda
 Go lootlo
 UXM-Who can
 Bramerz
People and organization  Imran Khan
 Wasim Badami
Sports art and entertainment  PSL
 BOL Game show
Geographic location  Khunjrab pass
 Lulusar lake
 Chillas
Ideas and causes  Metoo
 Pink ribbon
 Say no to plastic

Q. according to you, what are the things that could be branded in upcoming
years?
Branding is one of the most important aspects of any business, large or small, retail or B2B. An
effective brand strategy gives you a major edge in increasingly competitive markets. We have
long contended that almost everything is branded and many things can and should be managed as
brands. Brands have identities, including personalities.

Almost everything that people consume are branded, but there are still certain commodities that
could be branded.
For example,

 the bangles that women wear are not a proper brand yet. This could be made a brand in
coming future.
 The fruits that local people buy from northern areas could be branded and sold properly.
  The handicrafts made in various parts of Pakistan are not given proper recognition, they
could be branded.
 Hardware tools e.g. screwdriver, hammer, saws etc
 Our ideas can also be branded. If we get them registered

This just illustrates the fact that branding will never go away despite what people say today about
branding