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    Brand Structure & Elements Of-1

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    Parth Mahisury
    The document discusses brand structure and elements of ITC Sunfeast and Britannia. It provides details on: 1) The brand elements of both companies including their brand names, URLs, slogans/taglines, logos, packaging, and brand architectures. 2) Britannia's brand architecture shows its parent brand and various sub-brands, while ITC Sunfeast's architecture depicts its parent brand and product categories. 3) Both companies aim to establish strong brand identities and positions in consumers' minds through memorable elements that differentiate their products and services.

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    Brand Structure & Elements Of-1

    Uploaded by

    Parth Mahisury
    60 views15 pages
    The document discusses brand structure and elements of ITC Sunfeast and Britannia. It provides details on: 1) The brand elements of both companies including their brand names, URLs, slogans/taglines, logos, packaging, and brand architectures. 2) Britannia's brand architecture shows its parent brand and various sub-brands, while ITC Sunfeast's architecture depicts its parent brand and product categories. 3) Both companies aim to establish strong brand identities and positions in consumers' minds through memorable elements that differentiate their products and services.

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    brand mgmt

    Original Title

    Brand Structure & Elements of-1

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    The document discusses brand structure and elements of ITC Sunfeast and Britannia. It provides details on: 1) The brand elements of both companies including their brand names, URLs, slogans/taglines, logos, packaging, and brand architectures. 2) Britannia's brand architecture shows its parent brand and various sub-brands, while ITC Sunfeast's architecture depicts its parent brand and product categories. 3) Both companies aim to establish strong brand identities and positions in consumers' minds through memorable elements that differentiate their products and services.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    60 views15 pages

    Brand Structure & Elements Of-1

    Uploaded by

    Parth Mahisury
    The document discusses brand structure and elements of ITC Sunfeast and Britannia. It provides details on: 1) The brand elements of both companies including their brand names, URLs, slogans/taglines, logos, packaging, and brand architectures. 2) Britannia's brand architecture shows its parent brand and various sub-brands, while ITC Sunfeast's architecture depicts its parent brand and product categories. 3) Both companies aim to establish strong brand identities and positions in consumers' minds through memorable elements that differentiate their products and services.

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    of 15

    BRAND STRUCTURE & ELEMENTS OF

    ITC SUNFEAST & BRITANNIA

    BY:- PARTH MAHISURY(GM075)


    PUNEET JAIN (GJ069)
    ANIS PARDAWALA (GP080)
    What is Brand Management?

    Brand management is an art of creating a brand and maintaining it. It is


    nothing but developing a promise to the consumer, materializing that
    promise, and maintaining the same for a product, a group of products, or
    services.
    Brand management helps to manage the tangible and intangible
    characteristics of a brand. A competent Brand Management includes
    building brand identity, launching the brand, and maintaining the brand
    position in the market. Brand management builds and maintains the
    corporate image of a business.

    Brand has the following characteristics


    Tangible characteristics Price, physical product, packaging, etc.
    Intangible characteristics Customers experience with the brand,
    brand position, and brand image.
    Objectives of a Brand-

    To establish an identity for the product or a group of products.


    To protect the product or service legally for its unique features.
    To acquire place for the product in consumers minds for high and
    consistent quality.
    To persuade the consumer to buy the product by promising to serve
    their needs in a unique way.
    To create and send the message of strong reliable business among
    consumers.
    About Britannia:
    Industry : Food Processing
    Founded : 1892
    Area served : India
    Products : Bakery products, including biscuits,
    bread, cakes and rusk and dairy products
    including milk, butter, cheese, ghee and
    dahi
    Revenue : Rs. 95.58 billion
    BRAND ELEMENTS
    Brand Name - Simple and memorable, meaningful, easy to pronounce, and
    unique.
    BRITANNIA VS SUNFEAST

    Universal Resource Locator (URL) Internet Website Domain.

    www.britannia.co.in
    VS
    www.sunfeastworld.com

    Slogan/Tagline It summarizes overall value proposition. It should be short,


    easy to remember, and catchy.

    TAGLINE OF BRITANNIA : Eat Healthy, Think Better

    VS

    TAGLINE OF SUNFEAST : Spread The Smile.


    LOGO
    Anything from text to the abstract designs.. It must be relevant to
    the product or service, iconic, and attractive.
    Brand characters/Mascots It is a special symbol, either still, animated,
    or real life entity such as an animal or a human character. For example,
    Vodafones Zoozoo characters are played in its various advertisements by
    humans wearing special white body suits.
    Packaging Catchy and advertising, sell itself, compact, yet
    attractive.
    BRITANNIA PRODUCTS
    What is Brand Architecture?

    It is the structure of the brand in an organizational entity that defines


    how various brands and sub-brands in a companys portfolio are related
    to each other or are different from one another.
    Brand architecture provides a hierarchy that depicts the roles and
    relationships within the products and services that make a companys
    portfolio and makes sure that the external stakeholders understand the
    value of what the brands offer.
    BRITANNIA BRAND ARCHITECTURE
    ITC SUNFEAST ARCHITECTURE

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