Branding

A brand is a distinguishing
name and /or symbol intended
to identify the goods or
services of either one seller or
a group of sellers, and thus to
differentiate those goods or
services from its competitors.

(Aaker)
 Branding
 At its best, a brand sells almost
regardless of its price, while a
commodity sells because of it.

 A brand sells for the consumer's

perception of what he or she thinks
it is worth; a commodity sells only in
relation to what it costs to bring it to
market.
 Brand Name
Is that part of a brand which
can be vocalised or uttered

Brand Mark
That part of a brand which
can be recognized but cannot
be uttered (symbols, design,
or distinctive colouring or
lettering)
 Trademark
A brand or part of a brand that is
given legal protection because it is
capable of exclusive appropriation

Copyright
The exclusive legal right to reproduce,
publish, and sell the matter and form
of literary, musical, or artistic work
Brand Names and Slogans
 One of the crucial elements in building a
brand is to develop a “theme” that sends a
clear brand message to potential
recipients. One of the best ways to
communicate what you are all about is
through the use of brand slogans and
brand names.
 In order to be effective, slogans must be
short but also compelling and impactful. A
catchy tag line can instantly bring your
brand, and what it represent, to mind.
 Brand
Sum of how consumers feel about the product

Personality
Trust
Reliability
Confidence
A friend
Status
Shared experience
 Branding Aims
Brand Recognition

Brand Preference

Brand Insistence
Branding Aims

also called…
 Brand Loyalty
• Brand recognition: Consumer
awareness and identification of a brand.

• Brand preference: Consumer reliance

on previous experiences with a product
to choose that product again.

• Brand insistence: Consumer refusals

of alternatives and extensive search for
desired merchandise.
BRANDING
DECISIONS
 I To Brand Or Not

Buyer's Viewpoint

• Perception on quality
• Increased efficiency in shopping
• Attracting attention to new
products
 I To Brand Or Not
Seller's Viewpoint

• Order processing & complaint handling

• Brand Loyalty
• Legal protection
• Market segmentation
• Enhanced corporate image
• Corporate aims of brand recognition,
preference and insistence
 I To Brand Or Not
Society's Viewpoint

• Consistent & higher quality

• Higher rate of innovation
• Enhanced efficiency of shopper
• Unnecessary differentiation
• Higher prices
• Increases status consciousness
II BRAND SPONSOR DECISION

 Manufacturers (National)
Brand

 Private (Middlemen
/Dealers /Distributors) Brand

 Both
III BRAND QUALITY DECISION

The rated ability of the

brand to perform its
functions
 Quality Improvement
 Quality Maintenance
 Quality Adulteration
 IV FAMILY BRAND DECISION

 Individual brand names

 Blanket family names for all

products
 Separate family names for all

products
 Company trade name combined

with individual product names

 V BRAND NAME DECISION
 Suggest something about benefits &
qualities
 Easy to pronounce, recognize, and

remember
 Be distinctive

 Translate easily into foreign languages

 Capable of registration and legal

protection
 Lend itself easily to display and use in

advertising
 FIVE QUESTIONS TO ASK
BEFORE YOU APPROVE YOUR
NEXT BRAND NAME
1. Does the name break any rules?
If it doesn't, try again.

2. Does the name make a promise or tell a

story?
If it doesn't, don’t approve it. What would
you rather have, Antiglare sunglasses or
a pair of RayBans?
3. Will it make your competitors grimace?
Make them wince every time they see it.

4. Is the name descriptive or suggestive of a

feature or benefit?
If so, it should be the single most
compelling benefit over the next 10 years.

5. Are you comfortable with the name?

A great name provokes Oscar Wild once
said that an idea that isn’t dangerous is
hardly worth calling an idea at all.
VI BRAND EXTENSION DECISION

Using a successful brand

name to launch product
modifications or new
products
 VII MULTIBRAND DECISION

 More shelf space

 Lack of loyalty (switchers)

 Excitement & efficiency in

marketing company
 Different positioning/

separate following
 VIII REPOSITIONING DECISION

Reposition old ones before

new introductions
Product change or image

change
Loyalty or new users
“A product is something that is made
in a factory; a brand is something
that is bought by the customer. A
product can be copied by a
competitor; a brand is unique. A
product can be quickly outdated; a
successful brand is timeless”.
Stephen King
WPP Group, London.
 Brand Equity
A set of assets:
 Name awareness
 Loyalty and familiarity

 Perceived quality

 Platform for growth

 Premium pricing

 Barrier to competition

 Associations linked to the brand

 Brand Value
o A brand’s value is a financial representation of
a business’ earning due to the superior
demand created for its products and services
through the strength of its brand.
o Brand value can also be compared to other
tangible and intangible assets owned by the
business.
o In doing so, brand value becomes a key
performance indicator for brand strategy and
serves as the overall performance measure for
all branding activity and investments.
Best Global Brands
Best Global Brands
How do you establish a
consumer brand?
 “We believe brands foster
allegiance by making an implicit
promise of consistency and quality
to the consumer. A promise that is
all but unspoken, except that it is
spoken everyday. In advertising.”

Mike Miles
CEO of Philips Morris
 Company Names
 The choice of a corporate name is important
because it will become an identity (including a legal
identity), to which will become attached a good or
bad reputation, forming a corporate image.

 The names of long established organizations may

have been chosen haphazardly, or for personal
reasons, long before marketing considerations
demanded more careful choice of names.

 Today, one is less able to choose any name because

it may already exist. In most countries names may
have to be registered under company law.
Contd…
 Company Names Contd…
 Some are based on the founder’s name – Ford,
Cadbury, Guinness, Lipton, Singer, Tapal, Dadabhoy,
Habib, etc.
 Others are more general but perhaps have imposing
nature – Premier, National, Trust, Union, Perfect,
Elite, Lucky, Mustehkam, etc.
 Some use famous associations like people, locations,
rivers, etc. – Muhammad Ali Jinnah, Baba Farid,
Johns Hopkins, Ganga Ram, Pakistan, British,
London, Texas, Bolan, Chenab, Arabian, Khyber,
Pangrio, etc.
 Also based on the product - Coca-Cola, Engro, WD
40, or mention the services like First Women Bank,
Aero Asia, National Highway Authority, etc.)
Contd…
 Company Names Contd…
 Some firms use initials – ICI (Imperial Chemicals
Incorporated), BMW (Bayerische Motoren Werke), UBL
(United Bank Limited), etc.
 Some form unique words (acronyms) – ALICO
(American Life Insurance Corporation), NIB (NDLC-IFIC
Bank), PICIC (Pakistan Industrial Credit & Investment
Corporation), PARCO (Pak-Arab Refinery), PEL (Pak
Electron Limited)
 Long and difficult names such as Tokyo Shibaura
Electrical Company become short like Toshiba, or
Singapore Telecommunications is SingTel.. The Royal
Dutch Airlines has long name in the Dutch language,
but the airline has readily been recognized as KLM for
over 50 years.