Branding Pp t

8/19/2019 Branding Pp t

1/11

Product Branding

Presented By: Aaqueeb pashaBBA-C

12021021001

8/19/2019 Branding Pp t

2/11

Views on Brands

“A name, logo, or symbol thatevokes in ustomers apereption o! added value !or"hih they "ill pay a premiumprie#$

 %ohn &orella, %#C# 'inters (roup, &oronto“A produt "ith a personality#$

Chris )taples, *ethink, +anouver

 Marketing communications in any form has an impact

on customers’ perceptions.

8/19/2019 Branding Pp t

3/11

'hat is a brand

Branding is a combined effort of the company which is projected tothe consumer.

Company

Brand

Consumer

Marketing

Design

8/19/2019 Branding Pp t

4/11

(1) Products and serices hae become so a!ike that they fai! todistinguish themse!es by their "ua!ity# efficacy# re!iabi!ity# assuranceand care. Brands add emotion and trust to these products and serices#thus proiding c!ues that simp!ify consumers$ choice.

(%) &hese added emotions and trust he!p create a relationship betweenbrands and consumers# which ensures consumers$ !oya!ty to the brands.

(') Brands create aspirationa! !ifesty!es based on these consumerre!ationships. ssociating onese!f with a brand transfers these !ifesty!esonto consumers.

() &he branded !ifesty!es e*to! a!ues oer and aboe the brands$product or serice category that a!!ow the brands to be e*tended intoother product and serice categories. &hus saing companies the

troub!e and costs of dee!oping new brands# whi!e entering new!ucratie markets.

(+) &he combination of emotions# re!ationships# !ifesty!es and a!uesa!!ows brand owners to charge a price premium for their products andserices# which otherwise are bare!y distinguishab!e from generics.

'hat is a brand

8/19/2019 Branding Pp t

5/11

Branding is endo"ing

produts and servies "iththe po"er o! the brand

What is Branding?

8/19/2019 Branding Pp t

6/11

Brand equity is the added valueendo"ed on produts and

servies, "hih may be reetedin the "ay onsumers, think, !eel

and at "ith respet to the

brand#

What is Brand Equity?

8/19/2019 Branding Pp t

7/11

.mproved pereptions o! produt

(reater loyalty

/ess vulnerability to ompetitive marketing ations

/ess vulnerability to rises

/arger margins

ore inelasti

(reater trade ooperation

.nrease marketing ommuniations eetiveness

Possible liensing opportunities

Advantages of Strong Brand

8/19/2019 Branding Pp t

8/11

CompanyProduct

Product B

Product Packaging,ebsites

dertisements

brand is a promise. promise to achiee certain resu!ts# de!ier acertain e*perience# or act in a certain way. promise that is coneyed byeerything peop!e see# hear# touch# taste or sme!! about your business.

!ogo

-ntegrity of Brand

8/19/2019 Branding Pp t

9/11

3/ is the market leader in .ndian onsumerproduts "ith presene in over 20 onsumerategories suh as soaps, tea, detergentsand shampoos amongst others "ith over400 million .ndian onsumers using itsproduts# 5ighteen o! 3/6s brands !eaturedin the AC8ielsen Brand 5quity list o! 100ost &rusted Brands Annual )urvey 92012,arried out by Brand 5quity, a supplemento! &he 5onomi &imes

HUL

8/19/2019 Branding Pp t

10/11

.n the top 100 list 9their rankings inbrakets are:

Clini Plus 9;, /i!ebuoy 910, el 91?, /u> 91;,Pepsodent 914, Closeup 91@, Pond6s 920,)unsilk 92, ove 9?4, +im 9;?, Pears

94@, /akme 91, +aseline 9, 'heel 94,amam 9@D and *e>ona 9@

The !ost trusted "rands fro!HUL

8/19/2019 Branding Pp t

11/11