Branding and Brand Positioning

Syllabus
New Trends in Branding
Digital Technologies used for branding

• AI
• Metaverse
• ChatGPT
• Face scanning technology
• Virtual reality shop
• Interactive OOH displays
• Augmented reality

Global investments in artificial intelligence (AI), expected to increase more than 1250%
from 2020 to 2028 reaching an estimated $641 billion in spending.
Global Branding
• Global brand marketing is a management of a brand in different
countries with a consistent mission, personality, look and feel.

• The global brand is a company recognized across the World or the

most significant part of it. It has a unified approach to global brand
strategy to increase its strength and recognition in the markets as well
as support its development in new regions.
Reasons to Go Global
• Already successfully competed locally.
• Rolled out the new product for the new region.
• Have a product that will fill the gap in the global market.
• Need a competitive advantage over others.
• Have the resources to expand your sphere of influence.
• Want to increase your customer base.
• Want to be more profitable.
Corporate Branding
• Corporate branding refers to the practice of promoting the brand
name of a corporate entity, as opposed to specific products or
services.

• For example, companies like SBI, Mahindra Group, HDFC Bank market
their company brand as their primary marketing strategy.
Importance of Corporate Branding
• Prolongs the life of the product and company.
• Saves money and effort because products and services may sit underneath the corporate brand
umbrella, using the same promotional toolkit and advertisement.
• Creates more sustainable relationships with customers and prospects.
• Gives a clear strategy for reaching goals and achieving success.
• Opens up opportunities to widen the sphere of influence and move into other markets to
conquer new niches.
• Reinforces brand equity for products or services because it can transfer the benefits and
reputation of the company to new products. This makes it easier to introduce new products,
improve acceptance, and win over the place in the market.
Importance of Corporate Branding
• Reduces ambiguity when important decisions need to be made.
• Brings more favorable terms for promoting and advertising campaigns.
• Ensures a stronger position in the market and all sorts of negotiations.
• Helps to see through the economic crisis and decrease the consequences of unexpected events like a
pandemic.
• Creates unique positions in the marketplace.
• Increases trust in stakeholders, including employees, distributors, and partners.
• Enhances the company and products and helps occupy its place in the community to protect it in times
of doubt and crisis.
Techno Branding
• Branch within branding that employs digital media and technology to
spread the identity and values of the brand.

• Examples of technology brands are Apple, IBM, Tesla, Bosch, Zeiss,

BMW, Nikon, or GoPro.
Service Branding
What Is a Service?

• A form of product that consists of activities, benefits, or satisfactions offered

for sale that are essentially intangible and do not result in the ownership of
anything.

• Examples: banking, hotel, airline, retail, tax preparation, home repairs.

Retail Branding
• Retail branding is a strategy in which stores, like products, are
uniquely marketed to optimize reach and sales. A retail brand is a
group of retailers' stores with a unique name and logo.

• Successful Retail Branding Examples in India · 1.Future Retail ·

2.Foodworld · 3.Shopper's Stop · 4.Pantaloons · 5.Cantabil ·
6.Provogue · 7.D-Mart
How to build a strong Retail Brand

• Understand and adapt to trends

• Stay consistent with your branding
• Take advantage of technology
• Use social proof
• Prioritize a personalized shopping experience
• Invest in good design
• Nurture customer relationships