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Brand

A name, term, sign, symbol, design or a combination

of them intended to identify the goods and services

of one seller and to differentiate them from those ofthe competition

Identify

Differentiate

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Significance of brands

Attributes

Show products attributes or specialties

Raymond Suiting s style, fashion, quality premium clothing

Benefits

Show the benefits a customer will receive

Raymond s style gives an emotional pleasure; quality saves cost in the long

run

Values

Show the value the product carries

Raymond s The complete man signifies perfection

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Significance of brandsCulture

Represent a culture

Raymond and Siyaram ads show a culture of family bonding and

Indianness

Personality

Communicate a certain kind of personality

Raymond ads show that it is a brand meant for man who is caring

Target userIndicate the target user

Raymond s ads show that it is meant for upper and middle class

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Brand equity

Combination of assets and liabilities associated witha brand that enhances or depreciates the value of a

brand

Are the people aware of the brand?

What is their perception about its quality?

Are the people loyal to this brand?

Does the brand have any patents to its credit?Is the brand a trademark?

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Factors for popular brands

The brands offers more than expected McDonald s offers customized menu for all markets

The brand associates itself with some positive feature or personality

Gillette assures of superior quality shaving products and uses celebrity

endorsements A good brand has a optimum price level with good quality

A good brand is well-positioned in the market

Mercedes car

A good brand maintains consistency in the marketing campaignColgate always tells the benefit of healthy gums and strong and whiter teeth

Dettol always projects itself as a health and hygiene product

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Selection of a good brand name

The brand name should be catchy

It should be easily pronounceable

It should be related to product features in some waySONY comes from the word Sonus which means sound

The name should be unique as far as possible

The name should be legally valid and ethical

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Brand sponsorship

Association of the brand with some event or TV

program to gain more exposure

LG with cricket world cupClose-up with Antakshari on Zee TV for nearly a decade

Companies sponsor players and provide them with

the necessary equipment to facilitate their playing

Sahara sponsors Indian cricket and hockey teams

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Branding strategies

Line extension A new variation of product sharing the essential characteristics of

original product but in a different design for easier use

Godrej Fair Glow cream to Fair Glow soap (both serve the same

purpose but the manner of use is different)

Brand extension

Brand name of a successful product extended to new product

categoriesKingfisher beer to Kingfisher Airlines (both are entirely different

products and have nothing to do with each other)

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Branding strategies

Co-branding strategy

To brands combined together to give the new product the image of both the

parent brands

Ingredient branding

A basic ingredient of product is mentioned along with the brand name

Intel inside logo on various branded computers

Co-operative branding

Joint venture of two well-established brands

Axis Bank-Visa ATM cards

Complementary branding

Marketing of two brands together to encourage co-consumption or co-purchase

Hero Honda recommending MRF or Ceat tyres

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Branding strategies

Multi-branding strategy and brand proliferation

Different names for products in the same category but for

different customers

P&G s Arial and Tide detergents

MUL s Maruti 800 and Zen cars

Brand rejuvenation

Revitalizing an ailing brand by introducing new features, uses or

targeting new marketsMTV transformed into a Hindi music channel in 1997 from the original

form of English music channel in early 90s

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Branding strategies

Brand re-launchLaunching the product again after a long time gap with

necessary modifications

Reliance re-launched Vimal brand of textiles in a new form

New brand name

Different brand names for different product categories

Manikchand uses the same name for tobacco products butuses the name Oxyrich for its mineral water

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Packaging and its importance

Developing and designing a container for a product

Secured, transparent, reusable and easy-to-use packaging attracts

more sales

Colgate has launched a transparent packaging

Tea brands come in plastic reusable jars

Attractive packaging works as a silent salesman

Gift packs from Cadbury s

Dry fruit gift packs available during Diwali season

A good package should be symbolic of product features

Britannia milk biscuits come in a white colored pack and white signifies color

of milk

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Labeling

Displaying important product information on the packageBrand name

Manufacturer/ marketer name

Ingredients

Instructions for usePrecautionary measures

Veg/ Non-veg symbol in case of edible products

Price

Expiry date

Quality certifications e.g. ISI, FPO, Agmark

Batch No. and date of packaging

Statutory warning in case of tobacco or alcoholic products