INTRODUCTION

What is a BRAND?
Brand recognition and other reactions are created by the use of the product or
service and through the influence of advertising, design, and media commentary. A
brand is a symbolic embodiment of all the information connected to the product and
serves to create associations and expectations around it. A brand often includes a
logo, fonts, color schemes, symbols, and sound, which may be developed to
represent implicit values, ideas, and even personality.
Concepts
Marketers engaged in branding seek to develop or align the expectations behind the
brand experience, creating the impression that a brand associated with a product or
service has certain qualities or characteristics that make it special or unique. A
brand image may be developed by attributing a "personality" to or associating an
"image" with a product or service, whereby the personality or image is "branded"
into the consciousness of consumers. A brand is therefore one of the most valuable
elements in an advertising theme. The art of creating and maintaining a brand is
called brand management. A brand which is widely known in the marketplace
acquires brand recognition. When brand recognition builds up to a point where a
brand enjoys a critical mass of positive sentiment in the marketplace, it is said to
have achieved brand franchise. One goal in brand recognition is the identification of
a brand without the name of the company present. For example, Disney has been
successful at branding with their particular script font (originally created for Walt
Disney's "signature" logo) which it used in the logo for go.com. "DNA" refers to the
unique attributes, essence, purpose, or profile of a brand and, therefore, a company.
The term is borrowed from the biological DNA, the molecular "blueprint" or genetic
profile of an organism which determines its unique characteristics.
Brand equity measures the total value of the brand to the brand owner, and reflects
the extent of brand franchise. The term brand name is often used interchangeably
with "brand", although it is more correctly used to specifically denote written or
spoken linguistic elements of a brand. In this context a "brand name" constitutes a
type of trademark, if the brand name exclusively identifies the brand owner as the
commercial source of products or services. A brand owner may seek to protect
proprietary rights in relation to a brand name through trademark registration.
Brand energy is a concept that links together the ideas that the brand is
experiential; that it is not just about the experiences of customers/potential
customers but all stakeholders; and that businesses are essentially more about
creating value through creating meaningful experiences than generating profit.
Economic value comes from businesses transactions between people whether they
be customers, employees, suppliers or other stakeholders. For such value to be
created people first have to have positive associations with the business and/or its
products and services and be energised to behave positively towards them hence

brand energy. It has been defined as "The energy that flows throughout the system
that links businesses and all their stakeholders and which is manifested in the way
these stakeholders think, feel and behave towards the business and its products or
services." Attitude branding is the choice to represent a feeling, which is not
necessarily connected with the product or consumption of the product at all.
Marketing labeled as attitude branding includes that of Nike, Starbucks, The Body
Shop, Safeway, and Apple Inc.

Aims & Objectives

The main objective of research is to analysis how the brand effects the customer
purchasing decision in FMCG goods and durable goodsThe sub objective of research
is to understand the choice of the customer is branded or non-branded goods.
Objectives Of Branding
Brand plays an important role as an inseparable part of the product of a business
firm. Some firms invest a lot of money in the brand of their products. Brand helps to
promote product, to build image, personality and to develop brand loyalty. The main
objectives of branding product are as follows:

1. To differentiate a firm's product

Brand helps to differentiate firm's products from competitors' products. This makes
customers feel easy to recognize products of genuine producers.

2. To assist in promotion
The other objective of branding is to help in conducting promotional activities. The
activities such as advertisement, personal selling, publicity, sales promotion etc. are
conducted with brand name.

3. To increase prestige and status

Branding helps to increase prestige, personality and status of producers,
distributors, customers etc.

4. To maintain product quality

One of the main objectives of branding is to pay attention to maintain quality of the
products in order to sell and distribute the products with brand name. The firms,
which cannot maintain quality of their products, do not want to use brand name.

5. To increase brand loyalty

The other objective of branding is to increase customer' loyalty to brand or branded
product. The customers can buy only the branded products repeatedly.

6. To legally protect the firm

The other objective of branding a product is to protect the business firm from any
legal obstacles and get legal recognition and protection.

7. To build values for customers

To build consumer value and benefit of the products or value building of products is
the other objective of branding. A marketing manager should concentrate his efforts
on promoting special quality and advantage of the products of certain brand name.
This also should promote the value of the products to the consumers.

The Importance of Brands

Brands are important to brand owners at two quite different levels. Firstly, they
serve as a focus for consumer loyalties and therefore develop as assets which
ensure future demand and hence future cash flows. They thus introduce stability
into businesses, help guard against competitive encroachment and allow
investment and planning to take place with increased confidence.
The brand represents, to the consumer, a credible guarantee of quality and
satisfaction at a recognised price.
The use of such brands, therefore, provides the consumer with a kind of route map
through what would otherwise be a bewildering range of alternatives. Conversely,
though, brands can also provide the consumer with the ability to avoid a product if
it has proved unsuitable in the past. For this reason brand owners must be sure to
maintain quality, value and consistency in their brands.
Brands also offer a range of very real benefits to manufacturers. Firstly, they
provide an opportunity for the producer to talk directly to consumers and to
influence their likes and preferences. Through advertising and promotion, brands
can be endowed with qualities and attributes that make them appealing and once
consumers seek out and specify a branded product retailers are virtually bound to
stock it.
Brands have a number of strategic functions, enabling the organisation to:
Differentiate yourself from your competition

Position your focused message in the hearts and minds of your target segments
Be consistent in your marketing efforts
Customise your services to reflect your brand
Deliver your message clearly and quickly
Project credibility
Create strong user loyalty
Brands are an important part of the value offer. They have become a significant
element in marketing strategy development. Branding is a human phenomenon as
fundamental as the use of symbols. The 18th-century English artisan Josiah
Wedgwood is often credited with building the first modern business brand.
Wedgwood was able to stimulate demand for his most profitable wares and
commanded premium prices over comparable tableware and other products.
Brands have both functional and psychological elements.
Brands help buyers identify specific products that they do and do not like, which in
turn facilitates the purchase of items that satisfy their needs and reduces the time
required to purchase the product. Without brands, product selection would be quite
random because buyers could have no assurance that they were purchasing what
they preferred. A brand also helps buyers evaluate the quality of products,
especially when they are unable to judge a products characteristics. That is, a
brand may symbolise a certain quality level to a purchaser and in turn the person
lets that perception of quality represent the quality of the item. A brand helps to
reduce a buyers perceived risk of purchase. In addition, a brand may offer a
psychological reward that comes from owning a brand that symbolises status.
Certain brands of watches (Rolex) and cars (Mercedes-Benz), for example, fall into
this category.

Details
n retail, it is not what you sell that counts, but how you sell it. Whether it is the paanwalla, the
bania, the general store, the supermarket or the Mall, the selling method may remain the same
but the pricing may differ. Marketing or selling today, has moved from merely selling of products
and services to creating a relationship with the customer.
The various methods of communication with the consumer are advertising; sales promotion
publicity and personal selling. The retailer finally takes the role of selling branded and nonbranded products.
India today is a dynamic combination of demanding consumers, rising levels of consumption
and a growing population base. It has emerged as the fourth largest economy in the world in
terms of purchasing power. India has emerged as the nation which has topped the purchasing
power index. It is currently one of the largest consumer markets in the world.
The role of marketing in Retail
Marketing is the process of planning, pricing, promotion and distribution of ideas, goods and
services to create and satisfy consumers.

From these one can draw the conclusion that marketing has to do with providing the right
product to the consumer at the right place and time which is largely what retailers believe that
they are doing.
The role of marketing in a retail organization is two fold. The first role that marketing can play for
a retail organization is that of informing the consumer that he exists. The second role that
marketing plays for the retailer is enabling it to get closer to the end consumer.
Technology aids the understanding of consumer needs and preferences and at the same time,
serves as the silent salesman. Most consumers want more information and retailers have
reduced staffing levels so as to implement cost reduction.
Since independence, retail in India has evolved to support the unique needs of our country
given its size and complexity. In India, retail has not as yet been accorded the status of an
industry.
The retail in India has shaped up by a large shift from traditional grocery shops to modern
formats that include Malls, hypermarkets, supermarkets and specialty stores across a wide
range of categories. Today, these retail formats have established a good presence in important
locations in the metros to smaller towns. Retail has taken few years in spreading out to the
second tier cities and towns thereby exposing consumers in these areas to shopping options of
branded and non-branded goods.
A brand (or marque for car model) is a name, term, design, symbol or other feature that
distinguishes one seller's product from those of others. [2] Brands are used inbusiness, marketing,
and advertising. Initially, livestock branding was adopted to differentiate one person's cattle from
another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron.
In accounting, a brand defined as an intangible asset is often the most valuable asset on a
corporation's balance sheet. Brand owners manage their brands carefully to create shareholder
value, and brand valuation is an important management technique that ascribes a money value to a
brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands)
to maximize shareholder value. Although only acquired brands appear on a company's balance
sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term
stewardship of the brand and managing for value.
The word "brand" is often used as a metonym referring to the company that is strongly identified with
a brand.
Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from
a car model. A concept brand is a brand that is associated with an abstract concept, like breast
cancer awareness or environmentalism, rather than a specific product, service, or business.
A commodity brand is a brand associated with acommodity.

The word "brand" derives from the Old Norse "brandr" meaning "to burn" - recalling the practice of
producers burning their mark (or brand) onto their products.[3]
The oldest generic brand, in continuous use in India since the Vedic period (ca. 1100 B.C.E to 500
B.C.E), is the herbal paste known as Chyawanprash, consumed for its purported health benefits and

attributed to a revered rishi (or seer) named Chyawan.[4] This product was developed at Dhosi Hill, an
extinct volcano in northern India.
Roman glassmakers branded their works with Ennion being the most prominent.[5]
The Italians used brands in the form of watermarks on paper in the 13th century.[6] Blind
Stamps, hallmarks and silver-makers' marks are all types of brand.
Although connected with the history of trademarks[7] and including earlier examples which could be
deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at Pompeii),
[8]

brands in the field of mass-marketing originated in the 19th century with the advent of

packaged goods. Industrialization moved the production of many household items, such as soap,
from local communities to centralizedfactories. When shipping their items, the factories would
literally brand their logo or insignia on the barrels used, extending the meaning of "brand" to that of a
trademark.
Bass & Company, the British brewery, claims their red-triangle brand as the world's first
trademark. Tate & Lyle of Lyle's Golden Syrup makes a similar claim, having been recognized by
Guinness World Records[9]as Britain's oldest brand, with its green-and-gold packaging having
remained almost unchanged since 1885. Another example comes from Antiche Fornaci Giorgi
in Italy, which has stamped or carved its bricks (as found in Saint Peter's Basilica in the Vatican City)
with the same proto-logo since 1731.
Cattle-branding has been around for a long time. The term "maverick," originally meaning an unbranded calf, came from a Texas pioneer rancher, Sam Maverick, whose neglected cattle often got
loose and were rounded up by his neighbors. Use of the word maverick spread among cowboys and
came to apply to unbranded calves found wandering alone. [

The marketing practice of creating a name, symbol or design that identifies and
differentiates a product from other products .
An effective brand strategy gives you a major edge in increasingly competitive
markets. But what exactly does "branding" mean? Simply put, your brand is your
promise to your customer. It tells them what they can expect from your products
and services, and it differentiates your offering from that of your competitors. Your
brand is derived from who you are, who you want to be and who people perceive
you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one?
Is your product the high-cost, high-quality option, or the low-cost, high-value option?
You can't be both, and you can't be all things to all people. Who you are should be
based to some extent on who your target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging and promotional
materials--all of which should integrate your logo--communicate your brand.
Types of brand names[edit]

Brand names come in many styles.[24] A few include:

Initialism: A name made of initials such, as UPS or IBM
Descriptive: Names that describe a product benefit or function, such as Whole Foods
or Toys R' Us
Alliteration and rhyme: Names that are fun to say and stick in the mind, such as
Reese's Pieces or Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image, such as Amazon or Crest
Neologisms: Completely made-up words, such as Wii or Hagen-Dazs.
Foreign word: Adoption of a word from another language, such as Volvo or Samsung
Founders' names: Using the names of real people, (especially a founder's name),
such as Hewlett-Packard, Dell, Disney, Stussy or Mars
Geography: Many brands are named for regions and landmarks, such
as Cisco and Fuji Film
Personification: Many brands take their names from myths, such as Nike; or from
the minds of ad execs, such as Betty Crocker
Punny: Some brands create their name by using a silly pun, such as Lord of the
Fries, Wok on Water or Eggs Eggscetera
Combination: Combining multiple words together to create one, such as Microsoft
(microcomputer and software), Comcast (communications and broadcast), Evernote
(forever and note), Vodafone (voice, data, telephone)

Brand elements[edit]
Brands typically comprise various elements, such as:[15]

name: the word or words used to identify a company, product, service, or concept

logo: the visual trademark that identifies a brand

tagline or catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels

graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand

shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are
trademarked elements of those brands

colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.

sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous
example.

scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked

tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and
spices for fried chicken

movements: Lamborghini has trademarked the upward motion of its car doors

Brand communication[edit]
Brand communication is important in ensuring brand success in the business world and refers to
how a business transmits its brand message, characteristics and attributes to their consumers.
[16]

One method of brand communication, which can be exploited by companies, is electronic word of

mouth (eWOM). EWoM is a relatively new approach identified to communicate with consumers, one
popular method of eWOM issocial networking sites (SNSs) e.g. twitter.[17] This study found that
consumers classed their relationship with a brand as closer, if that brand was active on a social
media site i.e. Twitter. It was further found that the more consumers 'retweeted' and communicated
with a brand, the more they trusted the brand. Thus suggesting that a company should look to
employ a social media campaign to gain consumer trust and loyalty as well as in the pursuit of
communicating their brand message. McKee (2014) also looked into brand communication and
stated that when communicating a brand, a company should look to simplify its message as this will
lead to more value being portrayed as well as an increased chance of the brand being recalled and
recognised by their target consumers.[18] When communicating a brand, In 2012, Riefler identified
that, if the company in question, is a global organisation or have future global aims they should look
to employ a method of communication which is globally appealing to their consumers and choose a
method of communication with will be internationally understood.[19] One aspect a company can do
this is when choosing a product or service's brand name, as this name will need to be suitable for
the market place that it aims to enter.[20] It is important that if the company wishes to pursue global
business, the company name chosen will need to be suitable in different cultures and not cause
offensive or be misunderstood.[21] It has also been found that when communicating a brand a
company needs to be aware that they must not just visually communicate their brand message and
should take advantage of portraying their message through multi-sensory information. [22] Anon,
(2007) suggests that other senses, apart from vision, need to be targeted when trying to
communicate a brand with consumers.[23] For example, a jingle or background music can have a
positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking
to communicate a brand with chosen consumers, a company should investigate a channel of
communication, which is most suitable for their short term and long term aims and should choose a
method of communication which is most likely to be adhered to by their chosen consumers. [19]

suggestions
Well I used to sell on ebay avidly about 5 years ago. I sold replicas like crazy. I then
stopped doing that when I got a GOOD job with a local marketing company.
Just yesterday I got laid off from that marketing company for starting my own
marketing service (Mobile Marketing) which is slowly building. When I say slow, I
mean like a snail.
In the mean time I need something to supplement my income until I get this
company on it's feet.
I've done some research on selling on ebay again, but there is SO much shit to be
worried about now a days. i.e. replicas, vero items, etc.
What I'm wanting to do is sell non-vero, branded items.
The non-vero, branded items would be to fly under the radar while still making a
healthy profit.
IF you've got any suggestions, I'd love to hear from you.
Maybe we could trade services for your suggestions?

Conclusion
Brand equity is a phrase used in the marketing industry to try to illustrate the
value of the owner of a famous brand name, based on the idea that the owner of
the well-knownbrand name can make more money from products
with brand names that are less known,because consumers believe that products
with famous names is better than less well-known products as another word
for "brand equity" is the "brand value".
The value premium that a company realizes from a product with a recognizable
name as compared to its generic equivalent. Companies can create brand equity for
their products by making them memorable, easily recognizable and superior in
quality and reliability. Mass marketing campaigns can also help to create brand
equity. If consumers are willing to pay more for a generic product than for a branded
one, however, the brand is said to have negative brand equity. This might happen if
a company had a major product recall or caused a widely publicized environmental
disaster.
One situation when brand equity is important is when a
company inginmemperluas its product line. If brand equity is positive, the
company dapatmeningkatkan likelihood thatcustomers will buy a new product by
associating with a brand new product, there is asuccess. For
example, jikaCampbell releasing a new soup, is likely to remain under the same
brand name, rather than creating a new brand. Positive associations customers

already have denganCampbell will create new products more attractive than if the
soupmemilikinama foreign brands.
Strength of a brand can be measured by 7 indicators:

References[edit]
Jump up^ Haigh, Robert (18 February 2014). "Ferrari The World's Most Powerful
Brand". Brand Finance. Retrieved9 February 2015.
Jump up^ American Marketing Association Dictionary. Retrieved 2011-06-29.
The Marketing Accountability Standards Board (MASB) endorses this definition as
part of its ongoing Common Language in Marketing Project.
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