What is Branding

What we will see in this lecture

History What’s brand?

Brand element

Brand attributes

Brand name•Types of

brand name

•Tips for brand name

Brand positionin

g

Brand identity• Source of

identity•Visual

brand identity

Logo• Tips for

designing logo

• Why companies changer their logo

Brand equity• Factors

contributing to Brand Equity

Brand value

Brand Tagline

New brands

challenge

•The word "brand" derives from the Old Norse "brandr" meaning "to burn" - recalling the practice of producers burning their mark (or brand) onto their products.

•The packaged-goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.•  Pears Soap, Campbell's soup,

soft drink Coca-Cola, Juicy Fruit chewing gum, Aunt Jemima pancake mix and etc.

•is one of the brand elements which helps the customers to identify and differentiate one product from another. 

•a "brand name" constitutes a type of trademark.

•used to specifically denote written or spoken linguistic elements of any product.

What’s the name?

how should it be?

•unique / distinctive (for instance- Kodak, Mustang)•extendable•easy to pronounce, identified and memorized. (For instance-Tide)•give an idea about product’s qualities and benefits (For instance- Swift, Quickfix)•easily convertible into foreign languages•capable of legal protection and registration•suggest product/service category (For instance Newsweek)•indicate concrete qualities (For instance Firebird)•not portray bad/wrong meanings in other categories. (For instance NOVA is a poor name for a car to be sold in Spanish country, because in Spanish it means “doesn’t go”)•Web-Friendly (Be sure no pages created with the same name this will allow people to find the exclusive page of your business)•generate an interest •not too descriptive and straightforward•Have the Logo in Mind (brand name that can be symbolized as an object or something)

•refers to “target consumer’s” reason to buy your brand in preference to others.

•is the key of marketing strategy.

•Brand positioning must make sure that:• Is it unique/distinctive vs. competitors ?• Is it appropriate to all major geographic markets and businesses ?• Is it sustainable - can it be delivered constantly across all points of contact with the

consumer ?• Is it helpful for organization to achieve its financial goals ?• Is it able to support and boost up the organization ??

•Brand identity is the cornerstone of brand strategy and brand building.•It provides an articulated description of the aspirational image for the brand, what you (brand owner) want the brand to stand for in the eyes of customers and employees.•fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.•The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.•This is in contrast to the brand image • Customer's mental picture of a brand• Companies try to bridge the gap between the brand image and the brand identity.

Brand identity develops from the source or the company.

The general meaning of brand identity is “who you really are?”

Brand identity represents “your desire”.

Identity is looking ahead.

It signifies “where you want to be”.

Brand image is perceived by the receiver or the consumer.

The general meaning of brand image is “How market perceives you?”

Brand image represents “others view”.

Image is looking back.

It signifies “what you have got”.

Sources of Brand Identity• SYMBOLS• Symbols help customers memorize organization’s products

and services.• For instance, Marlboro has its famous cowboy, Duracell has

its bunny rabbit, Fed Ex has an arrow.• LOGOS• TRADEMARKS

Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand.™ (denotes unregistered trademark, that is, a mark used to promote or brand goods);SM(denotes unregistered service mark)® (denotes registered trademark).

• The recognition and perception of a brand• Identity design base around visual devices used within a company, usually

assembled within a set of guidelines.• The identity or ‘image’ of a company is made up of many visual devices:

• A Logo (The symbol of the entire identity & brand)• Stationery (Letterhead + business card + envelopes, etc.)• Marketing Collateral (Flyers, brochures, books, websites, etc.)• Products & Packaging (Products sold and the packaging in which they come in)• Apparel Design (Tangible clothing items that are worn by employees)• Signage (Interior & exterior design)• Messages & Actions (Messages conveyed via indirect or direct modes of

communication)• Other Communication (Audio, smell, touch, etc.)• Anything visual that represents the business.

•Is for identification

•Is corporative identity and brand all wrapped up into one

identifiable mark

•identifies a company or product via the use of a mark,

flag, symbol or signature.

•Describe a business (always not necessary)

•Simple• A simple logo design allows for easy recognition and allows

the logo to be versatile & memorable.•Memorable• Following closely behind the principle of simplicity, is that

of memorability. An effective logo design should be memorable and this is achieved by aving a simple

•Timeless• An effective logo should be timeless – that is, it will endure

the ages. •Versatile• An effective logo should be able to work across a variety of

mediums and applications.•Appropriate• How you position the logo should be appropriate for its

intended purpose. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm.

Why companies change their logo• Business acquisition

• Sometimes after a company acquires another company a decision is made to join the two brands into a new, larger brand.

• Change of name• There are several reasons a company might want to change their brand name.

• Logo revitalization• As a company grows, achieves a different market position, the aim of the

company becomes more clear and it opens itself to new markets… this might be the moment to change the company’s logo and give it a new direction.

• To remove potential hindrances• These are specific reasons which cannot be generalized. But in each case there is

some factor, big or small, which might potentially hinder the company's image.

Brand equity

• A brand's power derived from the goodwill and name recognition that it has earned over time•  is the value and strength of the Brand

that decides its worth.• Brand Equity exists as a function of

consumer choice in the market place.

Factors contributing to Brand Equity

• Brand Awareness• Brand Associations• Brand Loyalty• Perceived Quality• Other Proprietary Brand Assets• Patents• Trademarks and Channel Inter-relations are proprietary assets.

Awarenesscustomers' ability to recall and recognize the brand.• Be in Top-of-Mind• when someone is asked to name a type of facial tissue, the common

answer is “Kleenex“• Aided awareness • occurs when consumers see or read a list of brands, and express

familiarity with a particular brand only after they hear or see it as a type of memory aide.

• Strategic awareness•  occurs when a brand is not only top-of-mind to consumers, but also

has distinctive qualities which consumers perceive as making it better than other brands in the particular market.

• Is where the consumer fears purchasing from another brand which he does not trust.•  developed through various measures• quick service, ensuring quality products, continuous

improvement, wide distribution network, etc.

•refers to the customer’s perception about the total quality of the brand.•gives the customers a reason to buy the product.•affect the pricing decisions of the organizations.

Considered to be the net present value of the estimated future cash flows attributable to the Brand

Exam

ples

•catchphrase or small group of words

that are combined in a special way to

identify a product or company

•Companies have slogans for the same

reason they have logos: advertising

•What makes a great tagline

It's memorable.A brief, catchy few words can go a long way in advertisements, videos, posters, business cards, swag, and other places. 

includes a key benefit.makes a company or product's benefits clear to the audience.

It differentiates the brand.What is it about your product or brand that sets it apart from competitors?

It imparts positive feelings about the brand.The best taglines use words that are positive and upbeat. "Two great tastes that taste great together"