What is Branding?

 “It is the process of stamping the product with some name or

mark or combination of both”

 Marketing’s one of most Important ‘P’

 Product
differentiation

Bridge gap between

Advertisement
seller and buyer

Consumer protection Better quality

Protection of goods
 Branding Decisions

 Should a brand be developed for a product?

 Branding Decision

Yes No
 Sponsor decision

 Name decision

 Strategy decision

 Repositioning
decision
 Brand sponsor decision

Sponsor Reliability

Manufacturer r Retailer
 Individual brand name
• Individual name to each product

Advantage : It does not effect the

reputation of company even if the product
fails
HUL came up with Hina frozen peas in
Lifebuoy Liri
l
xo
na 1960 but failed …It did not effect the
Re
Pea

reputation of the company

s r

Lu
x

Disadvantage :Its very expensive

 Blanket family name
 One Brand name is used for all the products
 Eg : Sony, Philips

 Advantage: No need of name search or heavy expenditure

on brand building

 Disadvantage: One wrong product can effect the sale of

other products as well
 Separate Family names
Reliance uses this Strategy
Eg: Vimal for sarees and suiting
Legacy for Readymade
Harmony for curtains

Advantage : Cost of advertising and branding is

substantially reduces
 Company name combined with
individual product

 Individual naming + Blanket family name

 Companies legitimize their own names and also

individualize the product
 Example: Tata, Tata steel, Tata salt, Tata tea
 Brand strategy Decision

 What strategy to be used?

Product category

Existing New

Existing
Product line extension Brand extension
Brand name

New Multiband New brand

 Line extension
 Product and brand name is also same but just
different variety
 Brand extensions
 A brand extension is when a company uses one of its established brand
names on a new product or new product category. It's sometimes known
as brand stretching

 Line extension usually comes from the consumer side when they want
more variety
 Brand extension comes from producer side when they want to increase
brand equity
 Dettol Antiseptic
Dettol Bath soap cream

Dettol Adhesive Dettol sanitizer

bandage

Dettol Pain relief Dettol Liquid

spray hand wash

Dettol shaving
cream
 Multi-branding
 Multi-branding is the marketing of more than two or more brands,
belonging to the same or related category, by a company where the
brands are mostly substitutes of each other.

 The strategy is to capture the larger market , Your product competes

against your product only

Vivo
Oppo
 Repositioning
 Refers to the way by which a brand is defined in the mind of the consumers on its
attributes or benefits or beliefs and values

 Why ? Competitor has entered the market

Customer preferences have shift
New opportunities are available in market
Earlier Moov was introduced as relief for only back pain …when competitor like
Iodex etc came later was repositioned as “acute pain relief”
Perceptual map of soft drinks
Strong caffeine

Pepsi Coke Pepsi

max
Diet Coke Mt Dew-
coke zero new

High Sugar
No Sugar

Diet Mt
Mt Dew-
Dew
old

Fanta
Sprite

No caffeine
 An overview of branding Decisions

Brand
Branding Brand-Sponsor Brand-Name Brand-Strategy Repositioning
decision decision decision Decision Decision

 Individual names

 Manufacturer  Brand
 Blanket family
brand extensions-Line
name
 Brand or category,  Repositioning
 Distributor(pvt)
 Separate family multi-Brands,
 No brand brand new brands  No reposition
names
 Licensed brand  Co brands
 Company-
individual names
Thank you