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branding and its component.
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The concept of branding
Concept of branding
Forms of Branding
A brand is a design, name, symbol, term or word that
distinguishes and identifies a company and/or products or
services
Forms of Branding
A corporate brand represents the entire company or
organizationFor example, Coca-Cola,
McDonalds, Kraft or Microsoft
Forms of Branding
A product brand represents a specific product of a company or
organizationFor example, Diet Vanilla Coke, Big
Mac, or Windows.
Components of a brand name
1. Includes all of the combined impressions and experiences associated with a
particular company or product.
For example, McDonalds makes the customer think about quick food, low
prices, and consistent service.
Components of a brand name
2. Brand identity consists of a spoken name and corresponding design, logo, or symbol
For example, Coca-Cola and the Coke “swirl” or Nike and the Nike “Swoosh”
Components of a brand name
3. Brand image is the consumer’s belief about the company and/or its goods
or services.Quality, price and value may affect a
brand’s image.
Components of a brand name
4. Brand equity is the perception of added value a product has as a result of its brand name.
A highly recognizable brand has a high level of brand equity.
Is an intangible perception or memory.
Benefits of brand equity
• Include:1. Brand name recognition or awareness2. Customer loyalty3. Perceived quality4. Strong emotional or mental associations
Forms of trademarks
Trademark: •Word, phrase, symbol, or design
that identifies and distinguishes the company from others
Forms of trademarks
Trademark ™ or Service mark SM:• Used by company to claim rights/ownership to a
trademark or service mark
• May be used by company after registering TM or SM with the controller general of patents Designs & trademark(www.ipindia.nic.in)
Elements that make a brand successful
Easy to pronounce and free from negative connotations for eg: TIDE
Short and easy to remember and recognize for eg: NIKE
Consistent with the image of the product for eg: Fedex, NIRMA.
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