branding marketing mangment

Group-3

2

3

4

It is the marketing practice of creating a name, symbol or design that identifies and differentiates a product or service from other products or services.

5

BNET Defines

“A means of distinguishing one firm's products or services from another's and of creating and maintaining an image that encourages confidence in the quality and performance of that firm's products or services."

6

Some facts aboutBrand & Branding

7

• The word "brand" is derived from the Old

• Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products

• The oldest generic Brand, which is in continuous use in India since the Vedic period, is known as 'Chyawanprash’ attributed to a revered Rishi named Chyawan. This brand was developed at Dhosi Hill in North India, on an extinct Volcanic Hill.

• Meaning of brand --“ It is my own”

• “ Within every brand is a product, but not every product is a brand.”

-David Ogilvy

10

• For some 4000 years branding irons have been used as a means of identification and a sign of ownership

• Ancient Romans, Greeks and Egyptians branded not only their livestock, but criminals and slaves as well.

11

History of

12

• The practice of branding came to the new world with the Spaniards, who brought the first cattle to the New Spain.

• When Hernan Cortes experimented with cattle breeding during the late 16th century in the valley of Mexicalzimgo, south of modern Toluca, Mexico, he branded his cattle. His brand,3 Latin crosses, may have been the first brand used in western hemisphere.

• As cattle raising grew, in 1537 the crown ordered the establishment of a stock men’s organization called Mesta throughout New Spain. Each Cattle owner had to have a different brand, and each brand had to be registered in what undoubtedly was the first brand book in the western hemisphere, kept at Mexico city.

14

IMPORTANCE OF

15

A Strong Brand• Creates consumer preference for the

product/service behind the brand.• Provides increased revenues and

market share.• Increases the company’s market

value.• Helps company survive temporary

crises.• Prevents new competitors from

entering the market.

16

• Increases profitability by allowing the company to charge a higher price for their products or services.

• Creates a unique and differentiated company image.

• Increases existing distributor’s loyalty.

• Offers the company more negotiation power with its suppliers.

• Decreases employee turnover.

• Helps the company attract new distribution for its products.

18???

19

PRODUCT Vs BRAND

PRODUCT• Companies

make products• Can be copied

and replaced• Can become

obsolete• Instantly

meaningful

BRAND

• Consumers make brand

• Unique• Can be

timeless• Become

meaningful over time

20

MEANING of Brand can convey six levels of meaning:

• Attributes • Benefits• Values• Culture• Personality• User

21

FAC

TO

RS

A

FFEC

TIN

G

BR

AN

DIN

G

22

BRAND BUILDING

4. Build Brand Loyalty and Brand Equity4. Build Brand Loyalty and Brand Equity

3. Measure and Evaluate Brand Performance3. Measure and Evaluate Brand Performance

2. Plan and Implement the Marketing Program2. Plan and Implement the Marketing Program

1. Identify Brand Values and Positioning Strategy

23

BRAND IDENTITY

24

Brand identity decisions include:

NameLogoColorsTaglineSymbol

25

BENEFITS

26

For Customers• A desired level of

quality.

• Psychological rewards from ownership

• A means of distinguishing one brand from another

27

For the company

1. A means of communicating features and benefits

2. An opportunity to create and sustain an image.

3. Customer satisfaction and repeat purchase opportunity

28

TYPES OF BRANDING

• Corporate branding• Individual branding• Sensory branding• Nation branding• Ingredient branding• Individual branding

Re-branding is expensive, and it takes a while for it to take effect on the market. There are several benefits to re-branding.

• It makes the company or the product seem fresh and relevant in the current market

• It helps the company keep up with current trends and market changes

• When the company needs a change in direction, like when the company is shifting focus in the products they produce or are changing management, re-branding can help promote the company’s new identity and mission.

• Re-branding also addresses acquisitions and mergers. For example: when Square soft and Enix merged into Square-Enix. The re-branding of their name and logo helped people identify that the two were now one unified company and that their products would now be shared projects between the two developers.

• The change can also help your company’s image in the market and amongst consumers. You may have the right products for sale but people may not be aware of it because of your company name or logo design and re-branding is the key to addressing these needs.

A good positioning strategy clearly differentiates a brand from all competing brands.

“The selling concept that motivates purchase, or the image that marketers desire a brand to have in the minds of consumers.”

The value of a brand in its holistic sense to its owners as a corporate asset. Brands have value.

• Effective marketing strategies

• A brand’s status in the marketplace

• A brand’s position among customers

Brand Equity

Packaging and Brand Image

A good package design helps build a brand.

1. The “look” of a package must be instilled in the customer’s mind.

2. A package can differentiate one brand from another.

3. Familiarity with a package creates trust with customers.

4. New packages create perception of new products (product forms).

Roles of Packaging

A good package serves three primary functions:

1. Protect the product

2. Market the product

3. Provide convenience to distributors and consumers

Global Brands

1. Coca-Cola $70.42. Microsoft $65.13. IBM $51.84. GE $42.35. Intel $31.16. Nokia $29.97. Disney $28.08. McDonald’s $24.79. Marlboro $22.210. Mercedes $21.4

41

Aswathy

Bhavya

Deepthy

Dheera

Dheeraj

Divya

Dona