3. B R A N D
What is a Brand ?
A brand is the name, sign, symbol, design and/or a combination of these, to
identify a product or service to sell and distinguish from the competitors.
Branding, has been in existence ever since, the existence of human race.
For eg: Ram, Krishna, Jesus etc.
Other eg: A mark that is put on the skin/body of an animals such as
a cow to show who owns it.
A brand should showcase the company personality, image, core
competencies and characteristics. Brands promise a unique consistent
quality, advantage and service to the customer. It portrays a bundle of
features like name, image, design and combination of all.
4. Products Brands
• Companies make products.
• The product can be launched
instantly.
• A product is made by a
company and purchased by a
consumer in exchange for
money.
• Products can be copied and
replaced
• Consumers make brands.
• It take years for the brand to
come into existence.
• Brands are built through
consumer perceptions,
expectations, and experiences
with the products or services.
• Brands are Unique.
7. To Build BIG Brand
Adopt Short, Simple, Meaningful Name
8. Meaning of logo
TRUST
TECHNOLOGY
TALENT
THRIVING
TIMELY
THRILLING
TREE
& of course
TATA inc.
The Tata logo symbolizes fluidity and
adaptability. It is also said to depict a
fountain of knowledge, or a tree of
trust under which people can take
shelter.
The blue color in the Tata logo stands
for excellence, reliability and strength
of the company's products.
9. The current logo was launched by Microsoft in 2012 which symbolizes the
actual window with 4 panes. Different colours of each pane represent the
product line of the company. Red represents Microsoft Office products,
green represents Xbox and gaming likewise blue represents computers
and yellow represents hardware.
11. Relevancy
A strong brand must be
relevant. It must meet
consumers’ expectations and
aspirations & should perform
the way they want it to. For
the Indian middle class,
progress is marked by buying
an air conditioner or computer
or travel at home
13. Consistency, Creditability & Trust.
A consistent & creditable brand signifies
what the brand stands for and builds
customers trust in brand.
14. Proper positioning
A brand should be positioned
so that it makes a place in
target audience mind and they
prefer it over other brands.
15. Inspirational
A strong brand should transcend/ inspire the
category it is famous for. For example- Nike
transcendent.
16. Uniqueness
A strong brand should be different and unique. It
should posses some USP, from other competitors
in market.
Oppo N1 the Selfies camera phone. (1) Dual
Camera Vivo Front Camera .
Vivo N5 Max Slimmest 5.5inchscreen
Batttery Oppo 3610mAh, Vivo 2000mAh
17. Benefits of Building a Strong Brand.
1. Increased Visibility
2. Ability to Attract and Retain Loyal Customers and
Employees
3. Differentiation in a Crowded Marketplace
4. Increased Credibility and Legitimacy
5. Emotional Connection
6. Ability to Form and Maintain Long-Term
Relationships
7. Reduced Risk
8. Increased Business Value
9. Growth and Increased Revenue
18.
19.
20. Brand essence is the core characteristic which
defines a brand. It is an intangible attribute that
separates your brand from your competition’s brand
by your audience.
It is emotional and based on feelings.
A brand essence is intangible for your audience,
unique to your brand and, most importantly, reliable.
It is not a commodity, nor is it product related. It is
the essential feeling evoked in your audience when
they hear your brand name. It combines the
attributes and benefits of your brand succinctly.
21. Branding Vs. Marketing
Branding is often confused with the process of marketing, but the
two are actually very different concepts. However, they do play a
similar role in helping the company stand out in a crowded
marketplace.
Marketing is the practice of promoting your business to its
audience of prospects and current customers.
Branding is the collective group of signals the business uses in its
marketing and advertising, as well as in all of its points of
presence in the world, both online and in the day-to-day "real"
world to distinguish itself from all of its competitors.
22. Therefore, your brand essence should be boiled down
to one or maybe two words.
Let’s look at some well known brand essence
examples:
•Visa = Everywhere
•FedEx = Safe
•Disney = Magical
•REI = Adventurous
25. “The process involved in creating a unique name and image
for a product in the consumers' mind, mainly through
advertising campaigns with a consistent theme.”
Branding certainly starts with the very name of the product or
the company, whichever is the subject of the branding effort.
A good brand name is the linchpin of a solid strategy.
As a result, it should be memorable, unique and preferably
short. A successful corporate brand extends far beyond the
name into things like logos, color schemes, fonts and more.
The core of the brand must be a unique name that the
company can successfully trademark and protect from use by
competitors or future brands.
26.
27. Umbrella branding (also known as family
branding) is a marketing practice involving the
use of a single brand name for the sale of two
or more related products.
Umbrella branding is mainly used by
companies with a positive brand equity (value
of a brand in a certain marketplace).
32. Multi-brand strategy. A business strategy involving a company
marketing several similar products as competitors, each with their
own individual brand name. A Multi-brand strategy does have some
advantages as a way of securing greater shelf space with little
remaining for rival products.
Examples of Multi-Brand Strategy. Procter & Gamble (P&G) – Is an
American consumer goods company, that sells 23 different brands.
For example, Tide, Pampers, Gillette, Ace, Head & Shoulders, etc.
35. Once you have a strong brand
positioning you can
create a tagline or slogan that
helps establish the position you’re
looking to own.
36. Some International Brands and Taglines.
Mercedes-Benz: Engineered like no other car in the
world.
BMW: The ultimate driving machine.
Nike: Just do it.
Coca-Cola: The real thing.
Volvo: For life.
