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What is a
Brand and how
does Branding
works ?
Priyanka IIT Kanpur
What is a
Brand ?
A brand is a name, term, sign, symbol, design, or some combination of these elements, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors
During medieval period in Europe, craftsmen used to put trademarks on their guilds to protect themselves and their customers against inferior quality
In the fine arts, branding began with artists signing their works
How does
Branding
work ?
The Role of Brands
Brands identify the source or maker of a product and allow consumers to assign responsibility for its performance to a particular manufacturer or distributor
One research study showed that even carrots, milk, and apple juice – tasted better when wrapped in McDonald’s food packaging than in unmarked wrappers
The Scope of Branding
Marketers can apply branding virtually anywhere a consumer has a choice. It is possible to brand a physical good, a service, a store, a person, a place, an organisation, or an idea
Kerala: God’s Own Country Is registered as a brand with the Government of India’s Trademark Registry
The key to branding is that consumers perceive differences among brands in a product category
Recap
Scope of Branding
Defining Brand
Examples of Branding
Role of Branding
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