What is Brand?

Brand is a name, term, sign, symbol or design or a combination of them, which is intended
to identify the goals or services of one seller or another seller and differentiate them from
other manufacturers.
Elements of Brand
Name
• The brand name is often used interchangeably with “brand”, although
it is more correctly used to specifically denote written or spoken
linguistic elements of a brand. In this context a “brand name”
constitutes a type of trademark, if the brand name exclusively
identifies the brand owner as the commercial source of products or
services.
Logo
• Logo is the visual trademark that identifies the brand.
Many products are recognized by their logo.
Tagline or Catchphrase
• All marketers try to keep a tagline that becomes a symbol of
recognition for the product. The more catchy the tagline, the more
popular it become with the consumers.
• A tagline such as “Just do it” for Nike or “We’ve got it all for you” of
SM help to quickly state the brand position memorably in the minds
of the consumers.
Graphics
• These are the visuals used by the company which can be seen and
identified from afar.
Shapes
• The distinctive shapes are trademarked elements of a particular
brand.
Colors
• Brand’s colors can tell more than you can imagine about your
business. The psychology of color can help your business establish
trust and familiarity by eliciting the right emotions. Colors tend to
reflect the branding, even when they don’t involve any text on them.
Sounds
• Sound or unique set of notes or tones can also assist in forming a
brand’s identity as the crucial Brand Elements.
Smell
• The smell of a brand also adds to the overall elements of the brand
identity.
Brand equity
Brand equity
• It is the measurable value that your brand efforts bring into your
business. That value is determined by consumer perception of and
experiences with the brand. Brand equity can be positive or negative.
• How to build Brand Equity?
 Keller’s
CBBE Model
Advantages of a strong Brand Equity
• Ease of Recognition
• Charge Premium Prices
• Develop Credibility for New Product or Service Introductions
• Negotiating power
• Competitive advantage
• Customer loyalty.

https://www.fuseboxone.com/blog/top-advantages-of-a-strong-brand-equi
ty
https://www.thehartford.com/business-insurance/strategy/brand-equity/a
dvantages-strong-brand-equity
Brand positioning
• Brand positioning is so much more than how well your logo stands
from other companies. It’s how your brand’s vision, product, and
identity are strategically positioned in a market saturated with other
companies. And, more importantly, it’s what you’re known for in your
customer’s mind

• https://www.widen.com/blog/brand-positioning#:~:text=Brand%20po
sitioning%20is%20so%20much,for%20in%20your%20customer%27s%
20mind
.
Types of Brand positioning Strategies
• Customer Service Positioning Strategy
• Convenience-Based Positioning Strategy
• Price-Based Positioning Strategy
• Quality-Based Positioning Strategy
• Differentiation Strategy
Brand Positioning Statement
• It is a description of your target market that also includes holistic
picture of how you’d like your brand to be perceived by costumers.

• https://keap.com/marketing/what-brand-positioning
• Lagay pic na sample ng brand positioning statement
 Coca-Cola’s Brand Positioning
Statement:
A brand positioning “For individuals looking for high-
statement consists of: quality beverages, Coca-Cola offers a
wide range of the most refreshing
-Who you serve options — each creates a positive
experience for customers when they
-What you offer
enjoy a Coca-Cola brand drink. Unlike
-Your brand promise other beverage options, Coca-Cola
-Why you do what you do products inspire happiness and make
-How you compare to others a positive difference in customers'
out there lives, and the brand is intensely
focused on the needs of consumers
and customers.”
https://redkite.design/logo-design-blo
g/brand-positioning-statement/
Importance
• It allows you to differentiate your brand.
• It helps you justify your pricing strategy.
• It makes your brand more creative.

https://www.forbes.com/sites/theyec/2022/01/14/
what-brand-positioning-is-and-why-its-important-for-
your-business/?sh=3f3f31555a63