BRANDINGName – Aruj Kaintura

Course – B.B.ABatch – 2015-18

Section - B

BRAND“ Brand is a name, term, sign, symbol, design or combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors”

- American Marketing AssociationA brand typically includes a name, logo and other visual elements such as images, fonts, color schemes or symbols.

BRANDINIG• Branding refers to the entire process involved in creating a unique

name and image for a product (good or service) in the consumers’ mind, through advertising campaigns with a consistent theme.

• Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

• Branding is the practice of giving a specific name to a product or group of products of one seller.

DEFINITION“branding means creating an emotional association (such as the feeling of success, happiness, or relief) that customers form with the product, service or company”

- Jared Spool

BRANDING PRINCIPLESConsistencyClarityContinuityVisibilityAuthenticity

BRANDING STRATEGIESProduct BrandingLine BrandingRange BrandingEndorsement BrandingUmbrella branding

PRODUCT BRANDING

LINE BRANDING

RANGE BRANDING

ENDORSEMENT BRANDING

UMBRELLA BRANDING

FACTORS TO BE CONSIDERED†Quality†Positioning†Repositioning†Communication†First – Mover Advantage†Long – Term Perspective† Internal Marketing

BRANDING IMPLICATIONS•Reduce Marketing Investment•Facilitates Long – Term planning• Increases Cash Flow Efficiency• Increases Value of Business