BRANDING

PRESENTED BY:

Javeria

11-arid-3303

MIT-2

University Institute of Information Technology , Rawalpindi(UIIT,UAAR)

Pakistan

BRAND

"Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

Some popular brands:

Branding Advantages

Help consumer identify products Help seller to segment markets Brand represent the quality and

consistency of product Brand name provides legal protection to

seller by refraining copying of the product and its features by competitors

PACKAGING

“Packaging is the art, science, and technology of enclosing or protecting products for distribution, storage, sale, and use.”

Packaging Advantages Hold the product Attract attention of consumers Describe the product features Product safety

LABELING

“Labels range from simple tags attached to products to complex graphics that are part of the package.”

LABELING IMPORTANCE:

Identify the product Describe product features Promotion of brand

Essentials of Labeling (of an edible product)

Price per unit of standard measure Nutritional values in the product Manufacture and Expiry Date of product

PRODUCT SUPPORT SERVICES

It includes: Surveying customers to assess the value of

current services On the basis of survey reports, fix the

problems and add new services

Many companies are providing support services to their customers through phone, e-mail, fax, internet.

PRODUCT LINE

“Group of products manufactured by a firm that are closely related in use and in production and marketing requirements.”

e.g., product line of LU:

Product Line Decisions

It include deciding about:

Product Line Length - The number of items in a product line

Product Line Filling - adding more items within the present range of items.

Product Line Stretching - increasing the product line beyond its current range (either downward or upward or both ways).

PRODUCT MIX

“A range of associated products that yields larger sales revenue when marketed together than if they were marketed individually.”

Pepsico Product Mix

Product Mix Dimensions

Width - no. of product lines

Length - total no. of items in product lines

Depth - no. of versions of each product

Consistency - how closely related the product lines are

BRANDING STRATEGY

BRAND EQUITY

“A measure of the brand’s ability to capture consumer preference and loyalty.”

Brand valuation is the process of estimating the total financial value of a brand.

Customer equity is the value of customer relationships that the brand creates.

Consumer Perception Dimension of Brand Strength

(according to an ad agency Young & Rubicam’s)

Differentiation - what makes the brand stand out

Relevance - how consumer feel it meet their needs

Knowledge - how much consumer know about brand

Esteem - how highly consumer regard and respect the brand

BUILDING STRONG BRANDS

Major Brand Strategy Decisions:

Brand Positioning

Brand Name

Selection

Brand Sponsor-

ship

Brand Development

1. BRAND POSITIONING

“The act of designing the company’s offering and image in such a way that it occupies a distinctive place in the minds of customers.”

A brand can be positioned on the basis of: Product attributes Benefits Beliefs and values

2. BRAND NAME SELECTION

Desirable Qualities of a brand name:

Suggest the product’s benefits and qualities Easy to pronounce, remember and recognize Capable of registration and legal protection Distinctive Extendable Easily translatable

3. BRAND SPONSORSHIP

4 Sponsorship Options:

National brand Private Brand Licensed Brand Co-brand product

National Brand(Manufacturer’s Brand)

“A brand sold out under its own unique brand name.”

Example:Lay’s Chips

Private Brand(Store brand or Distributor brand)

“A brand created and owned by a reseller of a product or service.”

Example:atwood’s coffee

Licensed Brand

“A brand name or symbol licensed with a name which was previously created by other manufacturers, or the names of celebrities, or characters from popular movies and books.”

Example: Kellogg’s

“Tony the Tiger”(1957)

(Character Logo)

Co-branding

“Using the established brand names of two different companies on the same product.”

Example:Motorola Ferrari co-branding

4. BRAND DEVELOPMENT STRATEGY

Line

Extension

Brand

Extension

Multi-

brands

New

Brands

Product category

Existing New

Bra

nd N

ame

Existing

New

Line Extension

Existing brand name Existing product category

Example:

Servis shoes has different range of shoes for different people. This strategy is called line extension.

Brand Extension

Existing brand name New product category

Example:

Servis shoes have extend their brand by adding a new product category of Servis Tyres & Tubes.

Multi-brands

New brand name Existing product category

Example:

Unilever has multi-brands in the same product category of shampoosSuch as Dove, Sunsilk, Lux etc.

New Brands

New brand name New product category

Example:Olper’s milk introduced a new product category of juices with a new brand name of Olfrute

MANAGING BRANDS Continuously communicate brand positioning to

the consumers.

Everyone in the company should live the brand.

Periodically audit the brand’s strengths and weaknesses.

Brands are not maintained by advertising but by the brand experience.

Javeria11 arid 3303