Brand

1.A brand is a promise

2.A brand is an associated image
3.Everything and everyone is a brand

“A name, term, sign, symbol, ordesign

(or some combination thereof) used to
identify the products of one firm and to
differentiate them from those of
compietators.”
PHILIP KOTLER
A brand is the sum of all the
characteristics that make your
offering unique:
• Reputation
• Customer Service
• A Promise
• Price
• Feeling
• Attitude
• Logo
To a consumer, brand means and signifies:

1. Good relation quality/price

2. Reliability, safety, functionality of
products.
3. Effectiveness, efficiency of
Services.
4. Emotional experience
(entertainment, approval, selfesteem).
5. Style and design
To a seller, brand means and signifies:

1.Basis of competitive advantage

2.Way of legal protection of products’
unique traits/features
3.Sign of quality to satisfied customer
4.Means of financial returns (Future
earnings)
5.Keep (and increase) customers
6.Awareness, commitment, culture
7.Influence on shareholders
 Branding

Branding is a plan of earning product

reputation and for making sure that the world
knows about it and believes in it too

Branding protects brand against

-Competitors
-Imitators

And it adds value to the product.

•Brand Recognition / Equity
•Brand Preference / Loyalty
•Brand Insistence
__________________
•Brand Awareness
•Brand Association
• Brand Recognition / Equity - awareness, loyalty, quality,
emotion
“The positive differential effect that knowing the brand name
has on customer response to the product or services”
-PHILIP KOTLER
Willingness to pay more for a brand
Brand valuation :process of estimating total financial value
Of a brand.
Awarness loyalty competitive edge bargaining
power with retailers
• Brand Preference / Loyalty - the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)
• Brand Awareness -your product is
the first that comes to mind in a certain
product category
•
eg. Tea- red label , jeans-Levi’s, walkman
– SONY

• Brand Association - the link to

favourable images, celebrities,
geographic regions, product category ,
price points ,advertisement.

ie. mcdonalds – ronald, Nokia- reliability,

nano car- cheap price
 Positive branding imapct
Recognition and loyalty:
rememeberance and image in mind
of potential customer.
Image of size
Image of quality
Image of experience and reliability
Negative aspect of Branding

1.Cost
2.Time scale
3.Fixed image
4.Lose person image
The process of Branding

A product/service is able to create a positive

usage experience, so
repeated purchases can reward the company
with profitable flows,
almost assuring future cash.

Brand Image Brand Loyalty Brand Equity

This process has to be managed by a defined

strategy.
  Brand management is :
1. Creating the promise.
2.  Making the promise.
3. Keeping the promise.
 Major brand strategy decision
Brand positioning Brand name
selection

Attribute
Benefits Selection
Beliefs and values Protection

Brand
Brand sponsorship
development

Line extentions
Manufacturer’s brand
Brand extentions
Private brand
Multibrands
Licensing
New brand
Co-branding
 Name selection
1. Suggest product benefit and qualities
2. Pronunciation recognition remembrance (silk ,
tide
3. Distinct(kodak, lexus)
4. Extendable( amazon.com)
5. Translatable
6. Registartion and legal protection
 POSITIONING
1.Attribute:
neem facewashby himalaya
2.Benefit:
Volvo -safety
Lexus- quality
Nike –performance
3. Belief and value:
Mercedencs, taj hotels
 BRAND SPONSERSHIP
Manufacturer brands: brands of manufacturer(kellog ,
apple , dell)
Private brands: brands of seller of products
Licensing brands: Buy brand names
( Calvein klein, tommy hilfigure,
Gucci)
Co branding: two companies coming together to make a
new product with both co. brand name
( pizza hur and pepsi, kellog and congs agro, McCains
cake and KFC)