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ABHIMANYU SADHU

01-MBA-2013

1.Brand aversionis an antonym of brand loyalty. It is a distrustor a dislike of products from a particular brand on the basis of

past experiences with that brand and its products, similar to taste

aversion. Brand aversion usually happens after recent bad press,

a mass product recall, or other poor product launches.

2.Passing OffThe name given to a legal action brought to

protect the "reputation" of a particular trademark/brand/get up.In essence, the action is designed to prevent others from trading

on the reputation/goodwill of an existing trademark/brand/get

up. The action is only available in those countries that recognize

unregistered trademark rights

3. Brand Finance is an independent intangible asset valuation

consultancy. It advises strongly branded organisations, or thosewith valuable intangible assets, on how to maximise their value

through effective management of their brand and other

intangible assets.

4.Consumers flock to brands that embody the ideals they

admire, brands that help them express who they want be. The

most successful of these brands become iconic brands.

5.DERIVED BRANDS:Image wise the term branding conjures

up mixed emotions for me. A brand today is meant to be a sign

of prestige or some such thing. In Texas in represents a mark

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seared into your backside by a glowing red hot piece of iron.

Not pleasant but memorable, and I guess the memorable part is

the point.

Ajay Kumar Rathore, 02-MBA-13

1.Negative brand: A brand that has developed a negative

association, usually resulting from an incident, product

recall, or fad.

2.

Location branding : The practice of brandinggeographic locations (countries, regions, cities and

towns) as a key driver for tourism, inward investment

and/or export revenue.

3.Stand alone brand: In this type of Brand Architecture

each brand stands independently from its parent

company with no visible link between the brand and its

parent company. This focuses relevance while mitigating

risk. (e.g., Tide, Pampers and Duracell are all Proctor &

Gamble brands.)

4.Brand switching: A consumer's change of preference

from one brand to another.

5.

Ingredient brand: A brand that when used as a

component, adds credibility to an offering. (e.g.,Gortex, Intel, Google)

Roll No. 5 (Ankit)

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1. Brand Architecture: How an organization structures and

names the brands within its portfolio. There are three main types

of brand architecture system: monolithic, where the corporatename is used on all products and services offered by the

company; endorsed, where all sub-brands are linked to the

corporate brand by means of either a verbal or visual

endorsement; and freestanding, where the corporate brand

operates merely as a holding company, and each product orservice is individually branded for its target market.

2. Brand Commitment: The degree to which a customer is

committed to a given brand in that they are likely to re-

purchase/re-use in the future. The level of commitment indicates

the degree to which a brand's customer franchise is protectedform competitors.

3. Brand Earnings: The share of a brand-owning business's

cashflow that can be attributed to the brand alone.

4. Brand Harmonisation: Ensuring that all products in a

particular brand range have a consistent name, visual identity

and, ideally, positioning across a number of geographic or

product/service markets.

5. Brand Equity Protection :Is the implementation of strategies

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to reduce risk and liability from the effects attributable to

counterfeiting, diversion, tampering and theft so that the

differentiating thoughts and feelings about the brand aremaintained and remain valued and valuable.

Roll no. 6 (Ankita Kapoor)

1)BRAND LEADER:-Most widely sold and recognized product in a particular market

segment. Also called market leader, a brand leader usually alsocommands the largest profit margins.

2)BRAND NAME:-Word(s) that identify not only a product but also itsmanufacturer or producer, such as Apple, Coca Cola, IBM,Mercedes, Shell, Sony, Toyota.

3)BRAND ESSENCE:-A phrase that communicates the fundamental nature of a tradename associated with one or more products made by the samecompany. A business marketing team will often spendconsiderable time developing effective ways of expressing thebrand essence of their company's various brands by highlightingthe unique benefits provided that pertain to the values of itstarget subculture.

4)BRAND PARITY:-Brand parity is the perception of the customers that some brandsare equivalent.[19] This means that shoppers will purchasewithin a group of accepted brands rather than choosing one

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specific brand. When brand parity is present, quality is often nota major concern because consumers believe that only minorquality differences exist.

5)BRAND DILUTION:-The risk of over-extension is brand dilution where the brandloses its brand associations with a market segment, product area,or quality, price or cachet.

Roll No.7 (Ankush Bagal)1. Brand Loyalty:- The extent of the faithfulness

ofconsumers to a particular brand, expressed through

theirrepeat purchases, irrespective of

themarketingpressure generated by thecompetingbrands.

2. Brand building:- Brand buildingis an integral aspect of

personal and business development. It not only increases the

voice and consumer awareness of a brand, but it also gives it an

identity and worth.

3.Symbolic consumptionrefers to the meanings conveyed by

goods or other consumables, such as entertainment, leisure

activities, cultural practices, and group membership in a broader

social group. The term reminds us of the socially assigned

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meaning to goods, often tied to desirable attributes for certain

identifiable groups in specific contexts.

4. brand personalityis something to which the consumer canrelate, and an effective brandwill increase its brandequity by

having a consistent set of traits. This is the added-value that

a brandgains, aside from its functional benefits.

5.Brand advertising:- is the process that companies use to

keep the public aware of their brands and features throughmarketing, so that consumers will continue to buy their

products.Brand marketing includes any logo, symbol or slogan

used by a company.

Roll No 8 (Ansh)

1.TOURISM BRANDING:

Its this highly emotional versus a rational buying appeal that

distinguishes destinations from most products and services.

For example:Any tourism office worth its budget should

prioritise their destination tourism brand strategy, as simply

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focused and targeted branding efforts over sustained periods

increase visitors, lengths of stay and wide economic gains.

When destinations use similar promotions, ideas and imagery,

influencing choice is key.

2.BRAND FEELING:-

Brand feeling refers to all the reactions and emotional responses

a customer has towards, or identifies with a brand. In other

words, it is how emotionally attached a buyer is to a brand.

These attachments would be on the basis of nostalgia, durability,

after-sales service, or any other aspect of the brand that may

have clicked with the customers emotional psyche. Modern

consumers getting nostalgic or reminded about Nokias earlier

mobile phones such as Nokia 1100, Nokia 3310, etc. is an

example of the feeling consumers have towards those specific

Nokia cell phone models. This emotional attachment towards abrand makes it easy for the company to garner positive response

towards the brand or model even after years of having originally

introduced the product. For example, even modern smartphone

users would most probably not think twice to get their hands on

a Nokia 1100, if at all the model was re-launched by Nokia.

3) BRAND PURITY. :-

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Brand Purity specializes in brand experience. It creates

meaningful experiences for brands through the quality of

knowledge, creativity, passion and people. Purity is a values

driven agency that is people-focused, personal and ambitious

4) INTERNATIONAL BRANDING:

A brand for a company is like a reputation for a person. Youearn reputation by trying to do hard things well.

(Jeff Bezos)

According to Clarke and Chen (2007) international brands

today are acknowledged by marketers as the driver for better,more sustainable results and as an internal as well as externalsource of inspiration, which creates both high recognition andrelationships in the global market. Indeed, it is widely accepted

that brands are created to provide instant recognition and help to

achieve benefits of competitive advantage.Monye (2000) suggests that universally, branding has become acentral issue in product management strategy becausecompanies with high brand equity have more leverage inbargaining power in the marketplace. De Mooij (2010) admits

that branding policy is understood to be a major issue withinfirms overall marketing strategy. Due to popularity of brand

phenomenon there is a number of brand definitions suggested byauthors who offer different points of view depending on theperspective of brand perception. In other words, academicbackground of the researcher creates the basis for different kindof brand definitions. Soto (2008) and Klein-Bolting and Maskus

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(2003) agree that brand can be defined in four ways according tothe chosen approach:

Attribute based approach; The legal brand definition approach; Effect based approach; Perceived versus real product performance.

5) ATTITUDE BRANDING

The consensus attitude of potential consumers toward a product.

Brand association refers to what the consumers believe the

product does, how well it does it, and how likely they are to find

it useful. Knowledge of a product's brand association is

developed through market research such as asking focus groups.

It is used in preparing advertising campaigns for products.

ARJUN GUPTA (9)

RebrandWhen a brand owner revisits the brand with the

purpose of updating or revising based on internal or external

circumstances. Rebranding is often necessary after an M&A or

if the brand has outgrown its identity/marketplace.

Parent BrandA brand that acts as an endorsement to one or

more sub-brands within a range.

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Sub-brandA product or service brand that had its own name

and visual identity to differentiate it from the parent brand.

Trademark InfringementA trademark registration is infringed

by the unauthorized use of the registered trademark, or of one

that is confusingly similar to it, on the registered goods or

services, or in certain circumstances on similar or dissimilar

goods and services.

Brand Efficacy Brands ability to produce the desired result.

Roll no.10 (Deepika )

1.EMOTIONAL BRANDING:

Emotional brandingis a term used withinmarketing

communication that refers to the practice of

buildingbrands that appeal directly to

aconsumer's emotional state, needs and aspirations.

Emotional brands have a significant impact when the

consumer experiences a strong and lasting attachment

to the brand comparable to a feeling of bonding,

Examples - nostalgic attachment to theKodakbrand

of film, bonding with theJim Beam bourbon brand,

and love for theMcDonaldsbrand.

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Case study : nike brand strategy : emotional branding -

using the story of heroism.

2.BRAND PROPOSITION:-

it is how the brand appears and perceived against other

brands in the same market/segment.

it is different from VALUE PROPOSITION &BRAND POSITIONING.

brand proposition is promise that a brand makes and it

is critical that brands promise is easy to understand,

engaging, unique, relevant (to the target audience),

and consistent.

It should not only address audiences current needs buttheir future aspirations from the brand.

A good brand proposition should be able to connectwith its audience on a emotional level. A strongemotional connection can create valuable brandequity.

Example: Ferrari is a great example to show what astrong brand proposition can do. Ferrari retail division

(US$1.5 billion revenue) capitalizes on the strong

emotional connection that Ferrari brand has with its

fans.Ferrari Storeretail outlets operated by retail

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division are a masterpiece of branding and marketing

sophistication. For example, in everyFerrari Store,

cordoned off by a steel rope, there is an example of the

Ferrari teams single-seater race car. At the entrancevisitors are welcomed by the roar of a Formula 1

engine. These audio-visual elements quickly establish

an emotional connection with a visitor and thats all

the marketing and advertising Ferrari needs.

3) CELEBRITY EFFECT : BRANDING. :-

Celebrity brandingis a type ofbranding,oradvertising,in

which acelebritybecomes abrand ambassador and uses his

or her status in society to promote a product, service or

charity, and sometimes also appears as apromotionalmodel.

Celebrity effect give a brand a touch of glamour and the

hope that a famous face will provide added appeal and

name recognition in a crowded market.

In the battle for the mind, you get the customer excited by

showing him a known face, and an effective demand iscreated. In short it helps increase the recall value of the

brand.

Celebrities are endorsed for a brand so as to transfer image

of the celebrity on to the brand and communicate to

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consumer what actually the brand stands for. This helps in

quick establishment of brand image in the mind of the

customer.

As stated by Diana Fardissi, Marketing researcher,Sache & Sache It's definitely bad for the publicity to

show a bad celebrity using its product just because this

celeb will give the same influence of himself to the

product.

EXAMPLE: actor AMITABH BACHCHAN

promoting GUJRAT for tourism.

4) CSR in branding:

Corporate social responsibility(CSR, also

called corporate conscience, corporate

citizenshipor sustainable responsible business/

Responsible Business)[1]

is a form ofcorporateself-regulation integrated into abranding model.

CSR policy functions as a self-regulatory mechanism

whereby a business monitors and ensures its active

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compliance with the spirit of the law, ethical standards and

internationalnorms

the survey found that 70 percent of consumers are willing

to pay a premium for products from socially responsiblecompanies.

5) YOUTH BRANDING (role of youth in branding):-

Brand rejuvenation involves adding value to an existing

brand by improving product attributes and enhancing its

overall appeal.

It is intended to re-focus the attention of consumers on an

existing brand.

Brand rejuvenation helps overcome the consumers

boredom in seeing the same product on the shelves year

after year. A consumers psychological desire for changing

is one key factor behind brand rejuvenation.

EXAMPLE : New Burnol: Burnol became New and

appeared in a new pack.

* New Horlicks : HMM its New Horlicks the New Horlicksclaimed more nourishment through additional protein and

calcium, eight essential vitamins and iron.

* New Nescafe: Nestle rejuvenated Nescafe and brought in

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the New Nescafe. New Nescafe was made using the new

agglomeration coffee process, instead of the fine powder

form and the coffee now came in small round goblets.

DINESH BARGOTRA 12-MBA-13

1. Brand Aesthetics

Brand aesthetics talks about the externality of a product

example: the way an ice-cream is being presented to the

customers in a high end restaurant. It is the overall appearance

of a brand.

2. Brand Failures

Cause of brand failure.

1. Not delivering against the communicated brand promise2. Not linking brand planning to the business strategic planning

process3. Decreased product or service quality, the cumulative result ofgradual and incremental changes to reduce costs.4. Increased product or service prices inviting low-end marketsegments and competitors, the cumulative result of gradually

raising prices at a rate greater than inflation.5. The brand is gradually undermined by quarter-over-quarterrevenue and profit pressures6. Limiting the brand to one channel of distribution or aligningthe brand too closely with a declining channel of trade

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7. Failure to extend the brand into new product categories whenthe core category is in decline

3. Brand Attributes

Brand Attributes portray a companys brand characteristics.

They signify the basic nature of brand. Brand attributes are abundle of features that highlight the physical and personalityaspects of the brand. Attributes are developed through images,actions, or presumptions. Brand attributes help in creating brandidentity.

A strong brand must have following attributes:

1.Relevancy2.Consistency3.Proper positioning4.

Sustainable5.

Credibility6.

Inspirational7.

Uniqueness8.

Appealing

4. Brand Identity

The outward expression of a brand including its name,

trademark, communications, and visual appearance is brand

identity. Because the identity is assembled by the brand owner,

it reflects how the owner wants the consumer to perceive the

brand and by extension the branded company, organization,

product or service. This is in contrast to the brand image, which

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elements. These elements work together to affect brand equity.

2.Franchising

Franchising is the most common type of distribution in services.It works well with services that can be standardized and

duplicated through the delivery process, service policies,

warranties, promotion and branding.

3.Licensing

The granting of permission to use intellectual property rights,such as trademarks, patents, or technology, under defined

conditions.

4.Web branding

Web branding is the creation and development ofcommunications strategies specifically for brands to have

meaning and context on the web.

5.Faith branding

Faith branding is the concept of branding religious

organizations, leaders, or media programming, in the hope of

penetrating a media-driven, consumer-oriented culture more

effectively. Essentially, faith branding treats faith as a product

and attempts to apply the principles of marketing in order to

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"sell" the product.[1] Faith branding is a response to the

challenge that religious organizations and leaders face today

regarding how to express their faith in a media-dominatedculture.

Roll no. 14 (gagan)

1. Nation branding

Nation branding aims to measure, build and manage the

reputation of countries (closely related to place branding). Some

approaches applied, such as an increasing importance on the

symbolic value of products, have led countries to emphasise

their distinctive characteristics. The branding and image of a

nation-state"and the successful transference of this image to its

exports - is just as important as what they actually produce and

sell."[1] This is also referred to as country-of-origin effect.

Nation branding is still a developing field in which scholars

continue their search for a unified theoretical framework. Many

governments have resource dedicated to Nation Branding. Theiraim is to improve their country's standing, as the image and

reputation of a nation can dramatically influence its success in

attracting tourism receipts and investment capital; in exports; in

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Points-of-difference (PODs)Attributes or benefits consumers

strongly associate with a brand, positively evaluate and believe

they could not find to the same extent with a competing brandi.e. points where you are claiming superiority or exclusiveness

over other products in the category.

5.pops

Points-of-parity (POPs)Associations that are not necessarily

unique to the brand but may be shared by other brands i.e. whereyou can at least match the competitors claimed bets. While

POPs may usually not be the reason to choose a brand, their

absence can certainly be a reason to drop a brand.

GEETANJALI SHARMA (15)

Brand PermissionWhat the brand can and cannot do

according to the implications of the Brand Charter.

Brand Mythology - The story behind the brands derivation and

meaning.

'Brand Potential: The correlation between agiven brand'smarket development index and

its branddevelopment index for a specific market or geographic

area.

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Brand visual identity: Visibleelements of abrand,such

ascolor,form,and shape, which encapsulate andconvey the

symbolic meanings that cannot be imparted

through words alone. In a broader (corporate) sense, it mayinclude elements such asbuildingarchitecture,colorschemes,

and dresscode.

Brand evolution :

the

continuingprocess ofimprovingabrand orimprovingcustomers'

opinions of it asmarkets andfashionschange.

Roll No. 16 MBA 13 (jatinder)

1 Brand evaluation- Brand evaluation is a method used to

determine the tangible and intangible assets of a corporate or

product brand. The goal is to quantify the overall impact of a

brand andpartlyto convert it to monetary terms.

2 Brand recognition- Brand recognition is extent to which a

consumer can correctly identify a particular product or service

just by viewing the product or service's logo, tagline, packaging

or advertising campaign.

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3. Brand Perception- It refers to creating an image in the minds

of consumers about the product. The process by which peopletranslate sensory impressions into a coherent and unified view of

the world around them. About a particular brand.

4 Brand Creation- Enhancing a brands equity directly through

advertising campaign and indirectly through promotions such as

cause championing or event sponsorship. And building up thebrand name is referred to brand creation.

5 Employment branding- An employment branding represents

the image a company projects as a potential employer. If you

have a strong employer brand and unique value proposition, thenyour company is considered a distinctive place to work, with

attractive brand values and career prospects.

KARISHMA KHULLAR(17)

Brand orientation: An approach in which the processes of the

organisation revolve around the creation, development and

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Brand trust: The ultimate goal of marketing is to generate an

intense bond between the consumer and the brand, and the main

ingredient of this bond is trust.Trust influences the trustorsperceptions of risk and benefit associated with the interaction

with the trustee

Roll no.19 (Kunal Gupta)

Freestanding Brand (See Brand Architecture.) A brand name

and identity used for a single product or service in a portfolio,

which is unrelated to the names and identities of other products

in the company's portfolio.

Brand licensing

Brand licensing is a well-established business, both in the area

of patents and trademarks

Brand Identity Misalignment

Presenting a brand identity that does not reflect the strategic

intent of the brand strategy. This often results in ineffective

tactical decisions that damage both brand equity and brand

value.

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Brand Chain

The brand chain begins where the classic supply chain ends.

While the supply chain is made up of value-adding inputs

leading to the product, the brand chain begins with product

development and heads toward the customer.

Brand Decay

Brands decay when they stop leading and start pushing. One of

the first signs of brand decay is when brands begin extending

themselves instead of their customers.

ROLL NO 20 (manish)

1.'BRAND EQUITY'

The value premium that a company realizes from a product with

a recognizable name as compared to its generic equivalent.

Companies can create brand equity for their products by making

them memorable, easily recognizable and superior in quality and

reliability. Mass marketing campaigns can also help to create

brand equity. If consumers are willing to pay more for a generic

product than for a branded one, however, the brand is said to

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have negative brand equity. This might happen if a company had

a major product recall or caused a widely publicized

environmental disaster.2. Brand positioning

Brand positioning describes how a brand is different from its

competitors and where, or how, it sits in a particular market.

These differences might be real ones, but not have any

motivating qualities about them. They would still, however, givea brand a 'positioning' in a market. For example, a beer might

have the positioning of being an 'Alaskan beer', but this might

not be very motivating to the consumer.

3.brand associationExtent to which a particular brand calls to mind the attributes of

a general product category. For example, asking for 'Pampers'

when one wants disposable diapers.

4.brand image

The impression in the consumers' mind of a brand's total

personality (real and imaginary qualities and shortcomings).

Brand image is developed over time through advertising

campaigns with a consistent theme, and is authenticated through

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offering to different market segments, or to get maximum

mileage out of established brands that it has acquired.

Brand Valuation The process of identifying and measuring the

economic benefit - brand value - that derives from brand

ownership.

Power BrandingA strategy in which every product in a

company's range has its own brand name which functions

independently, unsupported by either the company's corporate

brand or its other product brands. Power branding is a resource-

intensive strategy, since each brand must be commercially

promoted and legally protected.

Brand charter: the purpose of the Brand Charter is to definelong term strategies, transmit brand knowledge and enable

dialogue with agencies involved. For this, brand managers need

access to a written document which outlines the fundamental

orientations of the brand

ROLL NO : 24 (Mehak Kohli)

1.SCHOOL BRANDING : Though the definition of a brand

is often mistaken as a variety of different things, it is

important to understand the true nature of a brand. A brand

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is much more than just a logo or a tag line; its the

collection of perceptions and images that are in the mind of

your community and visitors of your school. A distinctive

brand, which includes your logo and mascot, is yourschools most valuable asset. Each day students and visitors

who journey through your halls will be reminded of the

loyalty and camaraderie that comes from uniting under the

umbrella of a unique brand. A well-defined brand gives

your school a tremendous advantage in everything

from generating awareness to fundraising.2.

LEGACY BRAND: Brand legacybegins from a point oforigin (core idea) and considers historic message layeringto derive a current perception as it pertains to the targetaudience. A core idea is a word or thought thatencompasses all facets of the brand. For ex: IBM ="computers", Cadbury = "chocolate" etc. The use of core

ideas everyday helps in consumption practices. The choicebeing made always has a reference point or origin on whichthe purchasing criteria is made. The core idea can also beanswered by the question what business are we in?? Alongwith the core brand two more brands exist i.e. affiliatebrandandperiphery brand.

Affiliate brand is closely associated with the core idea and

represents a close approximation or facsimile to the corebrand. Periphery brand represents a distant offering thatmaintains some resemblance to the original core idea. Legacybrands are predicated on top-down, command and controlmodels which position the customer as a passivecommodity,

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purely to be sold to. Legacy brands are vulnerable tocompetitors who create active partnerships with customers toinnovate on brand, elevating customers from commodities

to value co-creators

3.BRAND HACK: Customers hack brands. Its their way ofpumping meaning into a brand that doesnt measure up. In

this process, customers add content and context that the brand

originator overlooked. They effectively redirect a brand in thismanner, migrating it into new value domains, sometimes farbeyond the original brand vision. New brand strategiesencourage (and thrive upon) brand hacks.For these reasons, aprimary mission of the brand is tocultivatebrandhacks.

Notable brand hacks: Harley Davidson, Arm & Hammer.

4.BRAND DEPTH : The measure of customer presence inside

the brand. Brand depth is a key indicator of a companys ability

to innovate on brand, and to create new streams of customer

value.

5.BRAND COMMITMENT :The degree to which a customer

is committed to a given brand in that they are likely to re-

purchase/re-use in the future. The level of commitment indicates

the degree to which a brands customer franchise is protected

form competitors.

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5. Buyers resolution:-the idea that a buyer decides to purchase

only after mentally resolving five specific issues - need, product,

source, price, and timing.

Roll No 31 ( Prerna)

Brand Endorsing:- The corporate Brand name is used on all

products and services offered by the company(endorsed), where

all sub-brands are linked to the corporate brand by means ofeither a verbal or visual endorsement.

Generally a product or service brand name that is supported by a

Masterbrand - either dominantly e.g. Tesco Metro or lightly e.g.

Nestle Kit-Kat.

Brand Rollout:-The process by which a company introduces a

new product or service to different geographical markets or

consumer segments. A rollout often refers to a significant

product release, often accompanied by a strong marketing

campaign to generate a large amount of consumer hype.

Brand Trigger:- Its an object, thought, smell, sight or sound

that is frequently triggered in your audiences mind about your

brand. Something that acts as a reminder about a product or

idea, which makes it easier to remember, helping to ensure it

stays top of mind. Ideascant spread unless theyre transferred

from person to person, like a virus.

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Roll No 32 (Rachita)

1.Your brand is what other people say about you when you're

not in the room.

jeff Bezos, the founder of Amazon.com, is credited with saying

this firstHow about focusing on an area that can have just as muchimpactpersonal brand? Small changes we can make in ourapproach, attitudes, and behaviour can bring positive outcomes(and dont involve 6am runs or eating fewer biscuits at work).

Think about the opinions people make of you when they meetyou and what you do to influence those opinionswhat you say,

how you say it, how you dress etc. When Mary Spillane asks usto consider our personal brand, she refers to assets (skills,abilities and experiences), values (the things that matter as wellas our passions) and image (what we project to others), ineverything we do. Why not consider these three simple steps :

Step 1: Define your desired brand (how would you like peopleto perceive you?)

Step 2: Evaluate your current brand (what are peoples opinionsof you now?)

Step 3: Close the gap between your desired and current brand(decide how you are going to achieve your desired brand andthen do it!)

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Think about what Mahatma Ghandi said we have to become the

change we wish to see in the world.What results do you think

you could see in your professional and personal life by spending

some time working on your personal brand this year?

Building a recognizable personal brand opens professionalopportunities.Creating a vision for your future and implementing that visioncan lead to:

A better job

Better contacts and clients for your company

Industry recognition

And more

2.Managing your brand is not a singular event but acontinuous process

Branding is a continuous process of communicating with your

market. When you build and manage your brand properly,

your brand will be pay you large dividends and your brand will

be the most valuable asset you own.

1) Start with a quality product.

2) Identify your brand's singular distinction, define your

message, and position your brand properly

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in the marketplace

3) Tap into emotion.

4) Build the image.

5) Market the image.

6) Live the message.

7) Measure your brand equity against the competition and

continue to build and refine your brand

3.Brand Roadmap

A brand roadmap directs the execution of yourbrand strategy.Itserves as a detailed guide for traveling from your current marketposition to your desired destination. It also is a tool to ensurethat everyone is following the same set of directions and isfocused on reaching the same destination. There may be several

routes to that destinationsome more lengthy, some requiringmore detours around unexpected obstaclesand your brandroadmap helps everyone navigate this journey successfully.

Building on a solidbrand strategy,we follow a three-step

process to create a comprehensive brand roadmap.

Step 1: Involving the Team

Step 2: Identifying and Prioritizing Opportunities

Step 3: Planning and Executing

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4.Monolithic Brand

A monolithic brand strategy is one in which a company uses onename and a constant brand appearance for all of its products.

Most monolithic branding occurs through the construction ofvisual commonalities between products.

The biggest advantage of this approach is that it increasesmarketing efficiency, because few adjustments are needed fromone product to another. This keeps costs low. It also increasesthe share of customer attention that a company can demandbecause all of its products share a common brand identity.

This type of Brand Architecture uses the company name to"masterbrand" all of its product/service offerings.

An excellent example of a monolithic brand is Virgin. The

Virgin Group consists of Virgin Airlines, Virgin Megastores,

and so on

5. Education Branding

. Branding has been a common practice in the commercial worldfor centuries. Ranchers have used it to identify their animals,and corporations have used it identify their products and definethemselves.

But branding is a relatively new practice among colleges,universities and other nonprofit organizations that has taken holdonly in the past 20 or so years. And take hold it has, asinstitutions have moved aggressively to brand themselves andtheir component schools and programs.

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While branding has become part of the everyday lexicon ofhigher education communicators and marketers, Ive found that

the term often means different things to different people. To

some, its just a pretty logo and a snappy tagline, but from myperspective its much more than that. Its a statement of how aninstitution perceives itself and how it wishes to be perceived byothers.

In this respect Harvard Universitys VERITAS logo is the

oldest, most recognizable and most successful brand in highereducation. Stamping this logo on a diploma gives it value and

attests to level of accomplishment among those who receive one.Thats why, for example, terms like a Harvard MBA convey a

special and universal meaning.

Roll no 33 (Raghav)

1.Brand facelifts

Brand facelifts (Lehu, 2006) are part of the revitalisation

process. They refer to an upgrading of the performance and/or

design of the brand to keep up with the competition.

2.Brand transfers

The reorganization of multi-brand portfolios and the reduction inthe number of brands has meant

that the products under brands due to disappear will have to be

transferred to one of the remaining brands. The same applies for

companies themselves. This approach is risky: the abandonment

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of a brand means that the market is going to lose one of its

benchmarks, one of its choices or even one of the loyal

customers favourite choices. The risk of losing part of your

market share is high. This is why the transfer of a brand is a

strategic decision that is not to be taken lightly

3.Brand revitalisation

Brand revitalisation in the narrow sense consists of recreating a

consistent flow of sales, putting the brand back to life, on a

growth slope again. When the brand is made up of many

products, we shall see

that this typically entails two actions in parallel: keeping the old

typical product globally as it is (to keep its franchise) and

reinventing it for new and younger consumers

4.Generalist brands

The generalist brand offers a broad range under its one name,

aimed at covering the needs of all segments of its market sector.

It is ecumenical and open.

5.Specialist brands

The specialist brand is excluding. It sets itself a particular target

market segment, of which people either are or are not part, and

builds its range according to that single target.

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For example, BMW targets people looking to buy a car for more

than s20,000.

SAHIL AMLA (37-MBA-13)

PRIVATE BRANDS:

A brand placed on products that a large manufacturer has

created for a smaller retailer. The smaller retailer places their

own private brand label on the final good which was created by

a third party manufacturer. Private branding is a cost effective

way to gain access to producing a product without requiring a

large manufacturing or design team. Also known as privatelabel.

MANUFACTURER BRAND:

Commonpractice where a manufacturermarkets a good

orfamily ofgoods under its ownbrand name . Theobjective is

to attract and retain satisfied-customers whoseloyalty may be

transferred to themanufacturer's otherproducts.

BRANDING POLICIES:

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meet your brand in person (when contacting your office for

example)

sahil malhan roll no. 38

1)BRAND SYMBOL:-A brand symbol is defined as a representation of the brand

name and its product category. Although symbols may depicteither brand names or product categories alone, we focus onsymbols that represent both.

2)BRAND STRETCHING:-Brand extension or brand stretching is a marketing strategy inwhich a firm marketing a product with a well-developed imageuses the same brand name in a different product category. The

new product is called a spin-off.

3.BRAND FINGERPRINTING:-is a proprietary method of establishing what your brand standsfor, the value it delivers and how it differs from competition.This process is crucial to delivering distinct experiences; the keyto building long term relationships with your customers. Westart by establishing a clear understanding of the brand essencethrough our seven step process, uncovering its state today andthe vision for the next stage of existence. The goal is to create acommon language that can be shared with all stakeholders andused as a guide in brand related initiatives.

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Seagram is a family Brand under which Royal Stag, Imperial

blue, Blenders pride, fuel Vodka re the different products.

Brand Expansion:Brand expansion is defined as the exposure

of the brand to the new markets or to broader target consumer or

geographic markettoenhance the brand image and increase the

revenue. For example : Lifestyle a fashion outlet has recently

opened its showroom in Jammu so in a way they are expanding

their brand.

Brand Demonstration: Inmarketing, a brand

demonstration(or "demo"for short) is a promotion where a

brand is demonstrated to potential customers. The goal of such a

demonstration is to introduce customers to the brand in hopes of

getting them to purchase that brand.

Brand Psychology : If a brand is the perception of anorganization that exists in the minds of those who encounter said

organization, then an understanding of the human mind is

critical to the work of designers who engage in branding

initiatives. Understanding users, as well as the context of use,

informs the development of brands that deliver a desired effect.

Roll No 41 (Sandeep)

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1.

Brand Voice Brand voiceis the purposeful, consistent

expression of a brandthrough words and prose styles that

engage and motivate. It's true: The personality ofyour brandis determined, in large measure, by the words

you use and the sentences you write.

2.

Sonic Branding- is the use of sound to reinforce brand

identity. Sonic branding is increasingly becoming a vehicle

for conveying a memorable message to targeted consumers,

taking advantage of the powerful memory sense of sound.

3.Brand Salience- Brand Salience is the degree to which a

brand is thought about or noticed when a customer is in a

buying situation. It is the memory of a brand and its linkage

to other important memory structures in a buying situation.

4.

Brand Directory- A list of brands so as to form a list from

where the customer can choose.

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5.Brand Quotes- A catchy phrase which accompanies the

brand and defines the concept of the brand which includesthe feelings accompanied with it.

(Rollno.-43)Shipika Pandita

Place Branding

Apractice involving the application ofbranding andsales

strategies to differentregions,cities,states orcountries.An

example of placemarketing inbusiness consists

oftourismdepartments and citycouncils with place

marketingteamscompeting to attract tourists and

newresidents use brandingtechniques.Alsocalled territorial

marketing or place branding.

Internal Branding

Internal branding is the process of a company educating,

indoctrinating, and training its employees. This training not only

enables workers to know the philosophy of their company, but

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also encourages and empowers them to live it out on the job and

be loyal to the company they work for even in their personal

lives. It attempts to infuse the company's products, staff, andenvironment with the pulse and reflection of the company's

leadership and direction. Internal branding stems from the belief

that every aspect of the place of business should move in the

same direction.

E-Branding

E-branding refers to the sum total of a company`s values,

attitudes, vision, mission, personality and appearance that is

projected to the audience online.

Purpose of e-Branding

1. To create a direct relationship between Customer and brand

owners (via internet) and engage the Customer

2. Helps in better Brand recall which eventually results in

better sales & Brand loyalty

3.To strengthen

4. To deliver

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Retail Brands

According to American Marketing Associations, a retail brand

identifies the goods and services of a retailer and differentiates

them from those of competitors. A retailers brand equity is

exhibited in consumers responding more favorably to its

marketing actions than they do to competing retailers. The

image of the retailer in the minds of consumers is the basis of

this brand equity.

Media Brand

A media brand is a platform for a community with shared

interests, focused on the interests of the community. Social

media is online content created by people using highly scalableand accessible publishing technologies. In its basic sense, its a

shift in how people discover, read and share news, information

and content. Its a fusion of sociology and technology,

transforming monologues (one to many) into dialogues (many to

many) and is the democratization of information, transforming

people from content readers into publishers. Social media allows

people to connect in the online world to form relationships for

personal, political, and business use.

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Shivam Gupta, 45-MBA-13

1.Brand networkingis the engagement of asocial

networking service around a brand by providing consumers

with a platform of relevant content, elements of

participation to reach and interact with consumers through

online platforms etc. (to reach and interact with consumers

through online & offline platforms).

2.CounterfeitingWhen an organization or individual

produces a product that looks like a branded product and is

packaged and presented in a manner to deceive thepurchaser.

3.Niche brand is a smaller brand that appeals to a smaller

target audience, usually for very specific reasons. For

instance a niche brand could be a soft drink company that is

only locally known and bottled in a local area.

4.CannibalismA highly problematic effect of line extension,

where the extension steals market share from the original

brand.

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5.Premium brand : Any contemporary brand that is

respected as holding greater brand value than well-known

popular brands.

Roll no 46 (shivani)

1. Brand Power

Brand Power" is our emerging core theme, driving the brand's

market performance, and its contribution to the overall business

value. It particularly matters to us because: It captures the

customer and business value drivers that effect brand.

2. BRAND AWARENESS'

Brand awareness is an important way of promoting commodity-

related products. This is because for these products, there are

very few factors that differentiate one product from its

competitors. Therefore, the product that maintains the highest

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brand awareness compared to its competitors will usually get the

most sales.

3. Perceived Quality?

Perceived quality can be defined as the customer's perception of

the overall quality or superiority of a product or service with

respect to its intended purpose, relative to alternatives. Perceived

quality is, first, a perception by customers. It thus differs from

several related concepts, such as:

a) Actual or objective quality: the extent to which the product orservice delivers superior service

b) Product-based quality: the nature and quantity of ingredients,

features, or services included

c) Manufacturing quality: conformance to specification, the

"zero defect" goal

4. Green brands are those brands that consumers associate withenvironmental conservation and sustainable business practices.

Such brands appeal to consumers who are becoming more aware

of the need to protect the environment. A green brand can add a

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Brand ValuesThe code by which the brand lives. Thebrand values act as a benchmark to measure behaviors andperformance.

Brand PersonalityThe brand's personality trait Brand Tone of VoiceHow the brand speaks to its

audiences.

2.Brand AssetAny aspect of a brand that has strategic valuee.g., visualsymbols, slogans, sounds, photos, mascots, etc.

3.

Brand GapThe difference between the brands strategy and the actual

experience.

4.Challenger BrandA new or rising brand that is viable in spite of otherexisting brands dominating the category

5.

Cult brand:A product or service that is in a class of theirown as they have mastered the art of building lasting andmeaningful relationships with their customers. In the worldof Cult Brands, the customer is not only king, but is part ofthe family. When you buy a Harley Davidson motorcycle,you are not just getting a bikeyoure getting amembership into The Club.These brands have nocompetition. They rule their customer-defined category.There are no substitutes for Oprah, Vans, Linux, SouthwestAirlines, IKEA, Harley-Davidson, Apple, Star Trek, JimmyBuffett, and Volkswagen Beetle. (Read profiles of theseCult Brands here.) These brands are profitable even in the

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most adverse market conditions because of the powerfulrelationships theyve forged with their customer

Roll No. 50 (siddharth)

Brand VisionThe brand's guiding insight into its world.

Brand MissionHow the brand will act on its insight.

Brand ValuesThe code by which the brand lives. Thebrand values act as a benchmark to measure behaviors andperformance.

Brand relaunch implies that the company has previouslymarketed the product but stopped marketing it. Arelaunched offering has usually been technically modifiedor rebranded/repositioned.

Brand Tone of VoiceHow the brand speaks to itsaudiences.

Roll No. 51 (surbhi)

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1.Destination Branding : Destination branding is about how

the customers perceive the destination in their minds.

Branding a destination is not just about creating a logo or a

slogan, it is about capturing the distinct elements of the

destination in the brand and communicating these elements

through the brands components: identity , essence,

personality, image ,character and culture.

2.Corporate branding: It is the practice of using a company'sname as a productbrand name. It is an attempt to use

corporatebrand equityto create brand recognition. It is a type

offamily brandingorumbrella brand.

Disney,for example, includes the word "Disney" in the name of

many of its products; other examples includeIBMandHeinz.

3.Country branding:Country branding aims to measure, build

and manage thereputationof countries . Their aim is to improve

their country's standing, as the image and reputation of a nation

can dramatically influence its success in attracting tourism

receipts and investment capital.

The branding andimageof a country "and the successful

transference of this image to its exports - is just as important as

what they actually produce and sell.

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4.Culture Branding : Culture branding is a company culture in

which employees "live" to brand values, to solve problems and

make decisions internally, and deliver a brandedcustomer

experienceexternally. It is the desired outcome of an

internalbranding, internal brand alignment oremployee

engagementeffort that elevates beyond communications and

training.

5.Symbol-intensive Brand : It is abrandadopted not only for

its functional benefits, but above all, for the strong symbolism

and significance that it is able to transmit, allowing a consumer

to express his or her identity, to signal status or manifest a sense

of belonging to a group.

TANIYA MAHAJAN (52-MBA-13)

BRAND CHARACTERISTIC:

A set of traits that are attributed to a brand name. A brandcharacteristic is something to which the consumer can relate,and an effective brand will increase its brand equity by having a

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consistent set of traits. This is the added-value that a brandgains, aside from its functional benefits.

BRAND PROMISE:Benefits andexperiences thatmarketing campaigns trytoassociate with aproduct initscurrent andprospectiveconsumers'minds. A strong brandpromise is one that connects your purpose, your positioning,your strategy, your people and your customer experience. Itenables you to deliver your brand in a way that connects

emotionally with your customers and differentiates your brand.

GLOBAL BRANDS

The name of a product or service that is known and sold in allparts of theworldby a particularcompany. A global brand ismarketed according to a set of core principles across the world.

This means the same product formulation, the same corebenefits and values and the same positioning across the world.However, one or more elements of the marketing mix, such asprice, packaging, media, distribution channels, etc may be variedto suit the needs of individual markets.

BRAND ENGAGEMENT

Brand engagement is the process of forming an emotional orrational attachment between a person and abrand.It comprisesone aspect ofbrand management.What makes the topiccomplex is that brand engagement is partly created byinstitutions and organizations, but is equally created by theperceptions, attitudes, beliefs, and behaviors of those with whom

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these institutions and organizations are communicating orengaging with.

BRAND SENSITIVITY

Brand sensitivity is a psychological construct that refers to thebuyer's decision-making process. Saying that an individual isbrand sensitive means that brands play an important role in thepsychological process that precedes the buying act.Conceptually speaking, it is different from brand loyalty, whichis a behavioral concept that can be measured by examining

patterns of repeated buying over time.

Roll No 53 (TANVI)

1. Brand Protection

The act of preventing someone from illegally making a selling aproduct using a Brand name owned by another company.

2. Brand Behaviour

It is the art of creating and disseminating your organizations

identity that appeals to constituents and speaks a language that is

clearly understood.

3. Brand Strategy

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By definition, brand strategy is a long-term plan for thedevelopment of a successful brand in order to achieve specific goals.A well-defined and executed brand strategy affects all aspects of a

business and is directly connected to consumer needs, emotions, andcompetitive environments.

4.Brand Purpose

It is the deepest expression of a brand, drawing on its essence todetermine its path in the world. It captures the relationship betweencorporation and community, touching on the financial, social, and

environmental arenas.Brand purpose is a natural outgrowth of the values embedded inyour corporate culture.To uncover brand purpose, ask yourself: Where does yourcompanys passion lie? What are your greatest strengths, and what

do you have to offer? What need do you see in the world that youare ideally placed to address?

5. Ethics and Branding ( Ethical Brands )

Ethical brands have risen to prominence in recent years as a marketsolution to a diverse range of political, social and, in this case mostinterestingly, ethical problems. By signifying the ethical beliefs ofthe firm behind them, ethical brands offer an apparently simplesolution to ethical consumers: buy into the brands that represent thevalue systems that they believe in and avoid buying into those withvalue-systems that they do not believe in.

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ROLL NO. 54 (TUSHAR KHAJURIA)

1. INTERGRATED BRANDING :- Brand integration, brandswill be integrated into the storylines of films to provide a

seamless synergy. It is not meant to stand out from the story.

This kind of placement is attractive to the brand because it

cannot be fast forwarded ; it is integrated into the fabric of the

story. Product placement is a little different than brand

integration in that placement gets you product for your film (a

case of Pepsi or bags of Doritos). Brand integration entails the

company name or the product being openly discussed within the

story. This gets you moneyrather than product.

2.BRAND CULTURE :- Brand cultureis a

company culture in which employees "live" to brandvalues, tosolve problems and make decisions internally, and deliver

abrandedcustomer experience externally.

3. BRAND REPOSITIONING :- Developing and

operationalizing a new strategy to move a brand to a new market

position by influencing new consumers to consider, prefer and

ultimately purchase the brand offering, or by influencing

existing consumers to assign greater value to the brand.

4. VIRTUAL BRANDING:-

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2.Branding for technology Products: Technology companies

were less concerned about branding than consumer product

companies. However, with commodification of technology,more and more hi-tech companies are seeing branding as a

means to emotionally connect with customers.

3. Collaborative global brand Management: collaborative

seamlessly integrates with SharePoint to enable efficient end-to-

end brand management for marketing asset creation and

publishing.4.Social Branding:

To answer the question "what is social branding?" we need to

understand the importance of branding.

We all have heard of Brands like Coca Cola, Nike, Doritos,

Grey Goose. How do we know these brands so well? These

business have worked hard for many years to build their brand.

They probably have spent hundreds of thousands of dollars

yearly on marketing. Now they face an interesting challenge.

Building their brand on all social media.

Since the creation of the internet and furthermore with Social

media your business has the opportunity to grow with a much

smaller budget. Social media offers an affordable way to build

your brand online, engage more people and easily interact withpotential and existing customers.

5.Functional Branding: Functional Branding is a discipline

within service design where services are created or improved to

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deliver more than enhanced user experience. Instead, services

are created to deliver a branded experience to users through

outstanding application of service design.

An example might be two competing websites that offer broadlythe same products or services. Functional branding would enable

one of these sites to differentiate itself through the interactions

with users, positively reinforcing its brand values through

design.

Roll no 59 (vrinda)

1.Brand resonance

Refers to the nature of the ultimate relationship and level of

identification that the customer has with the brand.

2.Brand experience

Brand experience is a term used to describe the total impression

of a potential consumer of a brand. There is no physical entity

that can be identified as brand experience. The term refers to the

total experience of the brand, which may come from

advertisements, actual use, reporting, or other interactions with

the brand.

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3.Brand name

Word(s) that identify not only a product but also its

manufacturer or producer, such as Apple, Coca Cola, IBM,

Mercedes, Shell, Sony, Toyota.

4.DEFINITION OF 'BRAND EXTENSION'

A common method of launching a new product by using an

existing brand name on a new product in a different category. A

company using brand extension hopes to leverage its existing

customer base and brand loyalty to increase its profits with a

new product offering.

5.Brand imagery

the visual imagery of a brand consisting of Images and color that

communicate that verbal messages about the brand .

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