Transcript
Presentation on
BRANDINGShreyas Marathe
MBA-I-BRoll No. 20
Prof. Philip Kotler says…
A name, term, sign symbol ora combination of these, that identifies the maker or seller of the product
AMA says…
• A brand is name, term, sign, symbol Ordesign or a combinationof them, Intended to identify the goods or Services of one seller or group of Sellers & to differentiate them from Those of the competitors.
Brand can convey up to 6 levels of meaning
• Attributes• Benefits• Values• Cultures• Personality• Users
Example:- Mercedes
• Expensive, well built, durableAttributes
• Durable so I wont have to buy another car for several yearsBenefits
• High performance, safety, prestigeValues
• German culture: Organized, efficient, high qualityCulture
• Achievement orientedPersonality
• Executive of the MNCUser
• Branding is the universe of activities you undertake that affects those perceptions in order to effectively build a positive brand perception
Is there any difference between BRAND and BRANDING?
• A company can have great branding, a great name, slogan, colour scheme, but still not have a great brand.
• Likewise some companies don’t
have good names, may have ugly colours and horrible slogans, but they have great brands
Product logic(marketing mix) to brand logic (meaning and value)
Brand Symbol = Brand character+ Brand Logo
Brand Looks = Brand Symbol + Brand Name
Brand Association = Link up in memory with brands attributes, benefits and looks
Brand Image = Brand Associations + Brand Personality
Brand Relationship = Brand Image + Brand Attitude
Product
Brand
Factors of branding
Purpose & significance
• Brand helps the consumer to identify the maker of the product and allow consumer to assign responsibility for its performance to a particular manufacturer.
• Brand helps consumer in decision making and help them to reduce the risk associated with the purchase of product and service.
• Brand helps organization to organize inventory and maintain accounting record.
• Brands offer organizations legal protection for unique features of the product. The brand name can be promoted through registered trademark and similarly the manufacturing processes can be patented through patents.
• Brand helps organizations by influencing consumer behavior. They also can be bought or sold and are a source of future revenue for organizations.
A good brand will
• Deliver the message clearly
• Confirm your credibility
• Connect you to your target market emotionally • Motivate the buyer • Cement user loyalty
Types of brand names
Brand name
Descriptive
Evocative
Personification
Geography
Founders' names
Foreign word
Acronym
Advantages to manufacturers
• Creation of brand loyal market
• To get more price
• Easy to expand product mix
Advantages to the middlemen/distribution
• Easy to understand the needs and wants of the consumer
• Less risk
• No need for advertising and sales promotion
• Increase in goodwill
Advantages to consumer
• Easy to recognize
• Less fluctuation in price
• Assurance of a good quality product
Disadvantages of branding
• Cost
• Impersonal
• Fixed image
• Timescale
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