Branding Vivek

8/2/2019 Branding Vivek

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BRANDING


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History of branding

In the beginning of mankind

Products were pretty much the same

Trade kept in family

Choice was easy Today

No longer simply name tags

Become symbols of trust and reliability

Brands developed during this age of abundance to :

Create differences

At least in perception


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introduction

Branding is the process by which companies

distinguish their product offerings from thecompetition. Brands are created by creating adistinctive name, packaging and design.

Brand signifies reputation and symbolic meaningattached to a brand. Branding is an integral part of

the overall marketing strategy. For the consumers abrand name is a means of identification of productsas well as means of differentiation of the brandedproducts from its rivals.

Customers (particularly consumers) view a brand as

an important part of a product and branding can add value to a product.A brand can provide a guarantee of reliability and quality, in fact.


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DEFINITION

BRAND

A name or symbol used to identify thesource of goods or

services, and to differentiate them fromthose of others.

Clyde C. Tuggle

Coca-Cola, Senior Vice President Worldwide Public Affairs &

Communications


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BRANDING-

Branding is a plan for earning product reputationand for making

sure that the world knows about it and believes init too.

Branding protects a seller's products against thosemarketedby competitors and imitators and helps consumersidentify the

quality, consistency, and imagery of a preferredsource. Customers(particularly consumers) view a brand as animportant part of aproduct and branding can add value to a product.


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LIFE CYCLE OF A

BRAND

BRAND RECOGNITION- They know your name

but dont prefer it over competition.

BRAND PREFERENCE- They pick your brandbased on previous experience with it.

BRAND INSISTANCE- Won accept alternativeseq. monopoly status.

Generification- your brand becomessynonymous with the category . You may be

cannibalized by your own success


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POSITIVE IMPACT OF

BRANDING

Recognition And Loyalty

The main benefit of branding is that customers are muchmore likely to remember your business. A strong brandname and logo/image helps to keep your company image inthe mind of your potential customers.

Image of Size

A strong brand will project an image of a large andestablished business to your potential customers. Like TheCoca Cola Company uses the brand name Coca Cola andBBC is the brand name for the British BroadcastingCorporation.

Image of Quality

A strong brand projects an image of quality in yourbusiness, many people see the brand as a part of a productor service that helps to show its quality and value.

Image of Experience and Reliability

A strong brand creates an image of an establishedbusiness that has been around for long enough to becomewell known.


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SOME NEGATIVE ASPECTS OF

BRANDING

Cost

If you wish to create and maintain a strong brand presence, it can

involve a lot of design and marketing costs.

Impersonal

One of the main problems with many branded businesses is that they lose their personal image.

Fixed Image

Every brand has a certain image to potential customers, and part

of that image is about what products or services you sell.

Timescale The process of creating a brand will usually take a long period of

time. As well as creating a brand and updating your signs andequipment you need to expose it to your potential customers


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EFFECTIVE BRANDING

INCLUDES

Effective branding includes basically four dimensions

EXAMPLE OF Airtel

The Functional Dimension

Airtel says, "Your world of communication just gotsimpler." Even the simplest of the consumer can use the

products and services.

The Social Dimension

Airtel is a recognized brand to be associated with. It is

associated with high level of social value.

The Spiritual Dimension

"Building telecom, building relationships."Airtelencourages everyone to be more involved in buildingrelationships and spread the happiness.

The Mental Dimension

Airtel gives me the opportunity to "Express Myself.


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WAY OF BRANDING A PRODUCT

Associate your brand with a key customer promise

Keep in mind precisely whom you are

targeting Differentiate your brandKeep your brand focusedRepeat, repeat, repeat your message


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SUMMARY

Branding is a promise made to the customer that willdeliver values beyond expectation. Branding can berational or irrational. Customers buy brand not only for theintrinsic values associated with it but also because thebrand has surprised them in the past with newer and more

novel experiences. Effective branding promotes loyalty toyour business and your products and service.

When creating a brand, you must be carefulnot to lose the image of personal service. Every brandingmust show the correct image that you want your customers

to see.


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Make by

Anubhav

Sumbul

Vivek

Documents

Branding Vivek