Professional Documents
Culture Documents
Various aspects
What is a Brand?
Brand derived from word brandre which means to burn AMA definition A brand is a name, term,
symbol, design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors
Various aspects
Brands vs. products Product- physical goods, services, retailers and
distributors, online products and services, people and organizations, sports, arts and entertainment, geographic locations, ideas and causes
Brand is therefore a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need.
BRAND DESIGNATIONS
Brand name Brand mark Brand character Trade mark R
1. Branding 2. Brand label 3.Brand symbol 4.Brand strategy decision decision decision decision Branded product Unbranded product Brand name Brand logo
Co branding
Local brand
Family branding
Individual branding
Separate Family name for every product line
Multi
Trade marks branding Global brand
Hybrid branding
1. Branding Decision
Whether to sell branded or unbranded (generic) products or commodities which are no frills plainly packaged products, where in labels display only essential details and are unsupported by promotion efforts while branding presents more arguments for itself.
Producers brand are sold under manufacturers own label (Colgate, Coca cola) Retailer brands are products sold under the retailers label (Shoppers Stop-Stop, Life, Kashish Licensed brands are those where licensee has the right to use the brand name as long as they pay the fee and confirm to the rules and regulations as specified by the licensor (McDonalds, Barbie)
Personal name: Tata, Manikchand, Shahnaz Husain Initials: MDH, Pen, SET, DNA Neologism: (Names specifically generated by the company)
Kodak, Xerox
Mythological names: Annapurna, Taj Geographical names: Air India, Singapore Airlines Dictionary words: Nature fresh Names adapted from dictionary words: Ayur Hybrid names: Sundrop Combination of words and numbers: Kodak 500
Co-branding
Ingredient co-branding: Maruti cars-J.K. tyres, Dell with Intel
chips, Recron with coir
Same company branding: cosmetics Multiple sponsor co-branding: horizontal marketing system
2.
Cost saving( to create awareness and also to find new brand name) Firms which specialize in single area or have related product lines Easy brand extensions E.g. Amul, Tata, Godrej
Individual branding
Separate brand name for each product Each has different market No linking of product lines from one another E.g. P&G: Huggies, Vicks, Head & Shoulders
Nestle
Coffee products-Nestle Food product-Maggie
2.
HUL
Kissan- jams, sauces Lakme- skin care Detergents- Three different brands High-Surf Average-Rin Low-Wheel
Hybrid branding
Corporate brand name with individual brand name E.g. Britannia 50-50 Britannia Good day
Certain terminologies
Brand Equity
Perceived quality Brand Awareness Brand Associations
Brand Loyalty
Brand Equity
Value of Customer
Value of Firm
Definition
Brand equity is a set of brand assets and
liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firms customer