BRANDING STRATEGY

Contents

Brand Equity

Brand Positioning

Brand Name selection

Brand Sponsorship

Brand Development

Managing Brands

Brand Equity

The positive differential

effect that knowing the brand

names has on customer

response to the product or

service.

Brand Positioning

The strongest brands go beyond attribute

or benefit positioning .

They engage customers on a deeper level,

touching universal emotions.

Brand positioning should be in such a way

that, it should promise to deliver a specific

set of features, benefits, services and

experience consistently to the buyers

Brand Name Selection

Think of a simple but powerful brand name. The name can appeal to emotion, status or benefit.

E. g:- Nike, Tata Safari, Good Knight mosquito mats.

Brand Sponsorship

It is launching of a product in the targeted market as

1.National brand or manufacturer brand

2. Private brand or store brand-a brand created or owned by a reseller of a product or service

Manufacturers brands versus private brands

--private products

manufacturer products

shubhiksha

Dad ma pickleJust pure saltDr beam toothpaste

Kissan,Tata salt,salfola saltColgate ,pepsodent

Relianceretail

Reliance select sugar Reliance select butterNetolay jeans

Mawana sugarAmul nutralite Levis ,pepe

LICENSING -- Brand licensing

Brand licensing is the process of

creating and managing contracts

between the owner of a brand

and a company or individual

who wants to use the brand in

association with a product, for

an agreed period of time, within

an agreed territory

Co-branding

The practice of using the established brand names of

two different companies on the same product.

E.g.:- Bharti Easyday.

Bajaj Alliance

Herohonda

Brand Development

Line extensions

Brand extensions

Multibrands

New brands

Line extension

Extending an existing brand name to new forms,

colors, sizes, ingredients, or flavors of an existing

product category.

Brand extensions

Extending an existing brand name to new product

categories.

Multibrands

Companies introduce additional brands in

the same category.

E.g. :- Coca Cola

New brands

A company believes that the power of its existing brand is waning and feel a new brand is needed and launch it.

Managing brands

The art of creating and maintaining

a brand is called brand

management. Brands are not maintained by advertising but by brand

experience.

The company’s brands are maintained by Brand managers.

Conducting periodic audit.For example Coca cola.