Shri shivaji Institute

of Engineering and Management Studies

Presented by
karthik



Seminar on
BRAND
BRAND

What is Brand?
A name, term, sign, symbol, or design
used to identify the products of one firm
and to differentiate them from competitive
offerings.

Something used to show customers that
one product is different than the products of
another manufacturer.
What a brand means to common person ?
In 'blind' taste tests, people prefer the
taste of Pepsi over the taste of Coke.
However, if the test is not 'blind' and
the tasters know which beverage is
which, they prefer the taste of Coke
over Pepsi! That is the emotional
power of a brand.
The first shape that was registered is
the coca cola bottle.
Brand Name
Words, letters, or symbols that make up a
name used to identify and distinguish the
firms offerings from those of its
competitors.
1. Co-Branding
2. Manufacturers/ National
3. Private
4. Generic

Brand Strategy
Co-Branding
Two companies join to create a
new product carrying both their
brands.

Examples:
Pizza Hut & Pepsi
McDonalds & movie Mulan


National Brand
products that carry the name of the
manufacturer

ie.Amul

ie. Haldiram
Private Brand
products that carry the name of
the seller, not the manufacturer

ie. Shoppers Stop

ie. Westside
Generic Name Brand
A brand name over which the original owner
has lost exclusive claim because all
offerings in the associated class of products
have become generally known by the brand
name (usually that of the first or leading
brand in that product class).
ie. Velcro is the brand -
hooked fabric fastener is the generic name

ie. Xerox is the company
photocopy is the generic name,


What is Brand Identity?
A promise that gets kept consistently

It creates a personality and a life for your
products/services

A unique and consistent look, feel, tone and
voice for all communications

Its essential to your success in the
marketplace



Key Brand Elements
Brand Name-name, tagline, logo

Brand Promise-The single most important thing your
organization promises to deliver every time

Brand Personality-what you want your brand to be
known for (fun, serious,magical,forceful, etc.)

Brand Associations-colors, taglines, images, fonts,
uniforms, equipment, etc.

Brand Building
How much does it cost?
It depends on what you want

Bundling projects will save your
money

The cost range for branding is broad
and will be determined based on
scope of work


Branding Steps
Step One:

Learn marketing objectives and strategy
Priority projects
Write creative brief and define messages
Create timelines and budgets

Branding Steps (continued)
Step Two:
Develop concepts/taglines

Start visual research

Present initial creative approaches
Branding Steps (continued)
Step Three:
Develop outline and copy points per
selected concept
Develop media strategy
Begin creating visual materials
(photos/picture)
Branding Steps (continued)
Step Four:
Write full copy draft
Write final copy as per client
comments
Start layouts

Branding Steps (continued)
Step Five:
Create and present full layout or e-design

Step Six:
Develop final electronic files for print, or
coding for web
Final execution and management of products
(website launch, launch media campaign, print ,
ads placed, press etc.)
Keys to building successful brands
Good advertising agency
Top management must be committed to
this effort
Keep brand consistent internally and
externally
Guide the brand style to every
employee
Refresh/update brand after a few years

Keys to building successful brands
Strengthens employees loyalty
Attracts clients/customers
Keeps current relationships strong
Builds confidence
Builds feelings of security and trust
Creates a memorable, positive experience

Thums up Pepsi Coco cola
Akshay Kumar Ranbir kapur
Shahrukh khan
Amir khan
Test the thunder

Yeh hai youngistaan
meri jaan


Thanda Matlab
Coca-Cola

Conclusion:
Brand creates a personality and a life for your
products/services
Branding is essential to your success in the
marketplace
Now a days huge customers
wants branded product
THANK YOU