A name, term, sign, symbol or design

intended to identify the goods or

services
of a seller and to differentiate them
from competition

Holistic model :
Brand = Product + Package + Added
values
Coca Cola CULT BRANDS
Pepsi Harley Davidson
Maruti Ducati
Reliance Rolls Royce
Mercedes
Cartier
Tanishq
Sachin Tendulkar
Anna Kournikova
Aishwarya Rai
Amitabh
Bachchan
 BRAND TYPES

• Manufacturer brands
• Private (store) brands
o Costly to establish and promote
o Higher profit margins
• Licensed brands
o Name and character licensing has grown
• Co-branding
o Advantages/ disadvantages
 GOOD BRAND NAMES
• Good Brand Names:
o Suggest something about the product or its
benefits
o Are easy to say, recognize and remember
o Are distinctive
o Are extendable
o Translate well into other languages
o Can be registered and legally protected
Brand awareness

Brand acceptability

Brand preference

Brand loyalty
 BRAND EQUITY
Positive differential effect the brand
name has on the customer response
to the product/ service

Preference over other price

Price premium