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Introduction to branding

Introduction to branding. Defining a brand. “ A brand is a name, term, sign, symbol, logo or a combination of these that identifies the maker or the seller of a product” - American Marketing Association. What can be branded?. Physical goods Services Retailers and distributors

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Introduction to branding

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  1. Introduction to branding

  2. Defining a brand “ A brand is a name, term, sign, symbol, logo or a combination of these that identifies the maker or the seller of a product” - American Marketing Association

  3. What can be branded? • Physical goods • Services • Retailers and distributors • Online products and services • People and organizations • Sports, art and entertainment • Geographic locations • Ideas and causes

  4. Benefits of branding to customers • Identification of source of product • Assignment of responsibility to product maker • Risk reducer • Search cost reducer • Promise, bond or pact with maker of product • Signal of quality

  5. Benefits of branding to manufacturers • Means of identification to simplify handling or tracing • Means of legally protecting unique features • Signal of quality level to satisfied customers • Means of endowing products with unique associations • Source of competitive advantage • Source of financial returns

  6. Brand Positioning • Define competitive frame of reference • Target market • Nature of competition • Define desired brand knowledge structures • Points-of-parity • Category associations (Dove) (Pears) • Competitive associations (designed to negate compt. POD) e.g. Anchor toothpaste • Points-of-difference • strong, favorable, and unique brand associations • Through performance attributes and performance benefits (CNBC, Vicco turmeric cream, Panasonic A/C with ‘Econavi”)

  7. Establishing Category Membership • Product descriptor (Jet Airlines, Indian Airlines) • Exemplar comparisons (comparing with an established brand) e.g: Himani Sona-chandi chyawanprash established category • Category benefits (Pepsodent)

  8. Brand Elements • A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations: • Brand Name • Logos/Symbols • Characters • Packaging • Slogans

  9. Choosing Brand Elements • Memorable • Easily Recognized eg-Vicks, Parachute hair oil, Dabur Chyawanprash, McDonalds • Easily Recalled eg- Zen, Hero, Lux, Eno, Tang (brand names) • ICICI (slogan), Titan (music) • Meaningful • Descriptive – Stopache, Revital • Persuasive - Fair & Lovely, Esteem • Likeable • Fun & Interesting – Maggi, Kurkure • Aesthetics – Coca Cola

  10. Adaptable • Flexible & Updateable - Parachute • Protectable • Competitively • Transferrable • Within & Across Product Categories - Dettol • Across Geographical Boundaries & Cultures – Mc Donalds

  11. Brand Names • Descriptive – Indian Airlines, shaadi.com, Indica • Suggestive of benefits – Burnol, Stopache, Close-up • Compounds – Airtel, Thums-up • Classical – Lagaan • Arbitrary – Apple • Fanciful – Swift, Pulsar, Lakme, Baleno, iio • Consonant repetition – Coca Cola • Consonance – Kit-kat • Acronyms – BBC News

  12. Brand Names • Shorthand means of communication • Easy to pronounce and remember • No double meaning • Short names help – Aim, Surf, Vim

  13. Logos • Corporate names – Philips, Coca cola • Word marks with no separate logos – Yahoo!, Cornetto, Kit Kat • Abstract logos – Nike swoosh, Mercedes star, Paras, Benett Coleman & Co., Hutch, Vodafone • Literal representations of brand names – Apple, Four square, Thums up, Blue star, Mirch Masala • Pictorial logos – GSFC, FICCI, Wipro • Elements of product or company – PNB, Mc Donalds

  14. Characters • Animated – AP, Amul • Real characters – Kiwi shoe polish – Charlie Chaplin

  15. Slogans • Brand name is played off – Coca Cola • Brand and the product category – Tata salt • Reinforce posit. – Raymonds, Mc Donalds • Use puffery – Reid & Taylor – Bond with the best • Different slogans for Particular campaigns – Pepsi, Britannia

  16. Jingles • HDFC Std. Life, Titan, ICICI, CDM, Videocon, Ajanta

  17. Packaging • Vicks, Iodex, Surf, Colgate, CDM, Parachute, Nescafe, F & Lovely, Chyawanprash

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