What is a brand, and how does branding work ?

What is a

Brand and how

does Branding

works ?

Priyanka IIT Kanpur

What is a

Brand ?

A brand is a name, term, sign, symbol, design, or some combination of these elements, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

During medieval period in Europe, craftsmen used to put trademarks on their guilds to protect themselves and their customers against inferior quality

In the fine arts, branding began with artists signing their works

How does

Branding

work ?

The Role of Brands

Brands identify the source or maker of a product and allow consumers to assign responsibility for its performance to a particular manufacturer or distributor

One research study showed that even carrots, milk, and apple juice – tasted better when wrapped in McDonald’s food packaging than in unmarked wrappers

The Scope of Branding

Marketers can apply branding virtually anywhere a consumer has a choice. It is possible to brand a physical good, a service, a store, a person, a place, an organisation, or an idea

Kerala: God’s Own Country Is registered as a brand with the Government of India’s Trademark Registry

The key to branding is that consumers perceive differences among brands in a product category

Recap

Scope of Branding

Defining Brand

Examples of Branding

Role of Branding