CONTENTS

–INTRODUCTION
–DEFINITION
–LIFE CYCLE OF A BRAND
–POSITIVE IMPACT
–NEGATIVE ASPECTS
–DIMENSIONS OF EFFECTIVE BRANDING
–WAY OF BRANDING THE PRODUCT
INTRODUCTION
•“Branding is the process by which companies
distinguish their product offerings from the
competition. Brands are created by creating a
distinctive name, packaging and design.”

•Brand signifies reputation and symbolic

meaning
attached to a brand. Branding is an integral
part of
the overall marketing strategy. For the
consumers a
brand name is a means of identification of
products
as well as means of differentiation of the
branded
products from its rivals.

•Customers (particularly consumers) view a

brand as
an important part of a product and branding
can add value to a product. A brand can
provide a guarantee of reliability and quality, in
fact.
DEFINITION
BRAND-
A name or symbol used to identify the source
of goods or
services, and to differentiate them from those
of others.
Clyde C. Tuggle
Coca-Cola, Senior Vice President
Worldwide Public Affairs & Communications
BRANDING-
Branding is a plan for earning product
reputation and for making
sure that the world knows about it and
believes in it too.
Branding protects a seller's products against
those marketed
by competitors and imitators and helps
consumers identify the
quality, consistency, and imagery of a preferred
source. Customers
(particularly consumers) view a brand as an
important part of a
product and branding can add value to a
product.
LIFE CYCLE OF A
BRAND
•BRAND RECOGNITION- They know your name
but don’t prefer it over competition.
•BRAND PREFERENCE- They pick your brand
based on previous experience with it.
•BRAND INSISTANCE- Won’ accept alternatives
eq. monopoly status.
•Generification- your brand becomes
synonymous with the category . You may be
cannibalized by your own success.
POSITIVE IMPACT OF
BRANDING
•Recognition And Loyalty
The main benefit of branding is that customers are much
more likely to remember your business. A strong brand
name and logo/image helps to keep your company image in
the mind of your potential customers.

•Image of Size
A strong brand will project an image of a large and
established business to your potential customers. Like The
Coca Cola Company uses the brand name Coca Cola and
BBC is the brand name for the British Broadcasting
Corporation.

•Image of Quality
A strong brand projects an image of quality in your
business, many people see the brand as a part of a product
or service that helps to show its quality and value.

•Image of Experience and Reliability

A strong brand creates an image of an established
business that has been around for long enough to become
well known.
SOME NEGATIVE ASPECTS OF
BRANDING
•Cost
If you wish to create and maintain a strong
brand presence, it can
involve a lot of design and marketing costs.
•Impersonal
One of the main problems with many branded
businesses is that
they lose their personal image.
•Fixed Image
Every brand has a certain image to potential
customers, and part
of that image is about what products or
services you sell.
•Timescale
The process of creating a brand will usually
take a long period of
time. As well as creating a brand and updating
your signs and
equipment you need to expose it to your
potential customers.
EFFECTIVE BRANDING
INCLUDES
Effective branding includes basically four
dimensions
EXAMPLE OF ‘Airtel’
•The Functional Dimension
Airtel says, "Your world of communication just
got
simpler." Even the simplest of the consumer
can use the
products and services.

•The Social Dimension

Airtel is a recognized brand to be associated
with. It is
associated with high level of social value.
•The Spiritual Dimension
"Building telecom, building relationships."
Airtel
encourages everyone to be more involved in
building
relationships and spread the happiness.

•The Mental Dimension

Airtel gives me the opportunity to "Express
WAY OF BRANDING A PRODUCT
–Associate your brand with a key
customer promise
–Keep in mind precisely whom you are
targeting
–Differentiate your brand
–Keep your brand focused
–Repeat, repeat, repeat your message
SUMMARY
Branding is a promise made to the customer
that will
deliver values beyond expectation. Branding
can be
rational or irrational. Customers buy brand not
only for the
intrinsic values associated with it but also
because the
brand has surprised them in the past with
newer and more
novel experiences. Effective branding promotes
loyalty to
your business and your products and service.

When creating a brand, you must be careful

not to lose the image of personal service. Every
branding
must show the correct image that you want
your customers
to see.