what is a brand, and how does branding work ?
TRANSCRIPT
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What is a
Brand and how
does Branding
works ?
Priyanka IIT Kanpur
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What is a
Brand ?
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A brand is a name, term, sign, symbol, design, or some combination of these elements, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors
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During medieval period in Europe, craftsmen used to put trademarks on their guilds to protect themselves and their customers against inferior quality
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In the fine arts, branding began with artists signing their works
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How does
Branding
work ?
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The Role of Brands
Brands identify the source or maker of a product and allow consumers to assign responsibility for its performance to a particular manufacturer or distributor
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One research study showed that even carrots, milk, and apple juice – tasted better when wrapped in McDonald’s food packaging than in unmarked wrappers
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The Scope of Branding
Marketers can apply branding virtually anywhere a consumer has a choice. It is possible to brand a physical good, a service, a store, a person, a place, an organisation, or an idea
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Kerala: God’s Own Country Is registered as a brand with the Government of India’s Trademark Registry
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The key to branding is that consumers perceive differences among brands in a product category
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Recap
Scope of Branding
Defining Brand
Examples of Branding
Role of Branding
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