WHAT IS BRAND?

HOW DOES BRAND WORKS?

AHMAD AIMAN BIN SHUIB

MSc Management
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 OBJECTIVE
1. To gain information on the role of brands.
2. To know the importance of how the
branding works.
3. To recognize the scope of branding and
its activities.

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 INTRODUCTION
• Though the concept of brand and branding has been
debated recently as a major topic of study in marketing
discipline, but they are almost as old as civilization.
(Moore et. al., 2008)

• Old civilization of Mesopotamia and Greek used marks

and names to identify or indicate their offerings –
predominantly of wines, ointments, pots or metals.
(Sarkar & Singh, 2005)

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The word brand comes from?

BRANDR
means “fire” or “to burn”

- A mark burned on livestock with

a heated iron as their
ownership and brand.

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 DEFINITION
A name, term, sign, symbol, or design, or a
combination of them, intended to identify the
goods or services of one seller or group of
sellers and to differentiate them from those
of competitors. - American Marketing Association

A brand is an overall experience of a customer

that distinguishes an organization or product
from its rivals in the eyes of the customer.
- John Fahy & David Jobber (2015)

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 WHAT IS A BRAND?

A brand is a combination of attributes,

communicated through a name, or a
symbol, that influences a thought-
process and creates value.

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 BEST GLOBAL BRAND 2018
Criteria by Interbrand:
1. Presence in Asia,
Europe, North
America and
emerging markets.

2. At least 30% of
revenue outside of
home region.

3. Sufficient publicly
available marketing
and financial data.

4. Produce long term

economic profit.

Source: Interbrand’s Best Global Brands 2018

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WHAT’S REALLY A BRAND?

A Brand is a
Promise

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BRAND OBJECTIVES

Source: Simplicable. https://simplicable.com/new/brand-objectives

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 BRAND ROLES
FOR FOR
01 02
CONSUMER ORGANIZATION

i) RESPONSIBILITY i) SIMPLIFY PRODUCT

HANDLING

ii) HELP IN DECISION ii) ORGANIZE

MAKING INVENTORY AND
ACCOUNTING
RECORD
iii) SET
EXPECTATION iii) LEGAL PROTECTION

iv) INTELLECTUAL
iv) REDUCE RISK PROPERTY

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HOW CAN ASIAN FIRM BREAK
INTO GLOBAL MARKET?
01 Avoid Parochialism

02 Adopt Corporate Culture

03 Maintain Asian brand identity

04 Avoid cheap low-quality image

05 Think Global
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 What is Branding?
- A strategic positioning in a targeted
buyer’s mind that creates awareness to
select one product/service over
another.

- The backing of a product with the power

of a brand.

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SCOPE OF BRANDING
“WHO” THE PRODUCT IS

WHO? – THROUGH NAMES AND

BRAND ELEMENT

“WHAT” THE PRODUCT

WHAT? DOES

“WHY” CONSUMER
SHOULD AWARE AND
WHY? CARE

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• Branding can be applied to anywhere,
everywhere, anything:

1. Physical Good (Padini)

2. Service (Air Asia)
3. Store (Tesco)
4. People (Donald Trump)
5. Country (United States)
6. Organization (Bursa Malaysia)

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WHAT’S ON YOUR MIND WHEN YOU
SEE THESE LOGOS?

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