Branding After producing goods, the producer provides sign, mark, symbol or letter to justify the ownership of the

product. The same is called branding. As various types of products enter in markets, every company tries to give separate identity of the product. So, this task is called creative process. Yam Yam noodles, puja soap, pepsodent toothpest, ok soap, coca cola, Marlboro etc. are some examples of branding. It includes 1. Brand name: Brand name is the words, letters and numbers which can be easily pronounced. Diyo, Liril, Lux etc are the examples of brand name. 2. Brand mark: Brand mark is the sign, symbol or design that can be identified easily by the customers but cannot be pronounced. For example, the letters used in coca cola. 3. Trade mark: A brand name or brand mark can be converted into a trade mark once they are legally registered. It is a designation indicating that the owner has exclusive rights to use the brand name and the brand mark and others are prohibited by law from using it. Thus, the combined activity of brand name, brand mark and trade mark is called branding of product. Objectives of branding 1. 2. 3. 4. 5. 6. 7. 8. Product identification Promotion Price stability Time saving Product image development Brand loyalty(for repeat sale) Quality assurance Prestige

Reasons for not branding 1. 2. 3. 4. 5. Nature of product(farm product, vegetables, raw materials) High cost(time and money for promotion) Low quality(if the product is of low quality) Legal formalities Control on supply and quality

Essentials of good brand name 1. 2. 3. 4. Easy to pronounce Distinctive Short and simple Suggestive(safa sabun)

5. Capable of legal protection 6. No hurting religious feeling 7. Memorable Types of brand 1. Individual brand: The task of giving separate brand to each type of product is called individual branding. Branding of khukuri, Surya, Shikar etc brand of cigarette of Surya tobacco company is the example of individual branding. 2. Family branding: If one brand name is given to the products of same product line is called family branding. Sony electronics and Honda use the family branding policy. 3. Umbrella brand: Under the umbrella branding, company gives the same brand name to all its products and product line. The product produce by TATA Company of India gives TATA brand name to all its products such as Bus, Truck, Soap, Clothes etc. 4. Manufacturers brand: Under this branding, the producers name is mentioned in product. For example, Sony. 5. Distributors brand: Under this branding, the producers may delegate the rights to keep brand name to intermediaries or distributors. For example, Rebuk , Bata etc. 6. Licensed brand: These brands are licensed to be used by other firm. They may be established manufactures or private brand, or name of celebrities (Madonna) or character from popular movies(Mickey Mouse). Royalty is paid for the use of such brand. Packaging The task of packing, wrapping or parceling products is called packaging. This makes products more attractive, safe and trouble-free. Objectives/functions of packaging 1. 2. 3. 4. 5. 6. Product protection Product prestige Easy in handling Promotional appeal Product differentiation Communication

Levels of packaging 1. Primary package: It holds the actual products. It is used for entire life of the product. original or immediate package like bottle , toothpaste tube etc.) 2. Secondary package: it contains the primary package. For example, card board package for one toothpaste tube, wrapper of soap etc.

3. Shipping package: This packaging is used to store and transport the product. For example, wooden boxes, cardboard boxes etc. Essentials of a good packaging 1. 2. 3. 4. 5. 6. Protection Convenient (design, shape, form) Attractive Communicative Economic(reasonable cost) Environment friendly(packaging materials should be easily disposable or recyclable. Plastics have appeared to be the enemy of environment.)

Label The information or notice about the product, producers and its sellers written or pasted on the product or its pack is called label. In other word, after packaging any product, meaningful and short description should be written. This is called label. For this, a suitable leather peace, paper peace or tag is pasted on the pack. A label is that part of the product in which the brand name, brand mark, information about the product, its use manufacturing and expiry date etc, appear. The label is a part of the packaging. Types of label 1. Brand label: Brand name appears on the label. For example, in most of the clothing materials(suit, sari) brand names are either stamped or tagged to the product. 2. Grade label: It provides information on the quality or grade of the product(ABC) along with brand name. Perishable product generally carry grade labels. 3. Descriptive label: It is more descriptive than band and grade level. It contains full description of products such as their using method, ingredients, safety instruction, date of manufacturing and expiry etc. Functions of label 1. Identification 2. Description 3. Promotion