A short history of Brand

The word brand come from the Old Norse brandr, meaning to burn, it was of course by burning that early man stamped ownership on his livestock, With the development of trade, buyers would use brands as a means of distinguishing between the cattle of one farmer and another. A farmer with a particularly good reputation for the quality of his animals would find his brand much sought after. While the brands of farmers with a lesser reputation were to be avoided or treated with caution. Thus the utility of brands as a guide to choic was established, a role that has remained unchanged to the present day.

BRAND
It is a name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and differentiate them from those of the competition.

Need for BRANDING

To convey that you are established. To attract more clients. To increase your credibility. To be more memorable. To stand out in your field. To give clients a sense of stability.

Benefits of Branding
1.

2. 3. 4. 5. 6. 7.

Memorability Loyalty. Familiarity. Premium price. Creation of Goodwill Lower marketing expenses. For consumers, less risk.

Brand Conveys the Following

Attributes
Benefits

Values
Culture Personality User

How to Create Brand

Product Quality
Product Features

Guarantee / Warrantee
Product Services

4 Ps of Marketing
Various offers

BRAND NAME SELECTION

COMPANY NAME INDIVIDUAL NAME SEPARATE BRAND FAMILY NAMES COMBINATION OF COMPANY AND

PRODUCT NAME

BRAND NAME CONSIDERATIONS :

The name should be suggestive of some

product benefit, Such as Fair & Lovely, No Marks, Fair Glow etc. The name should be simple and easy to spell, pronounce, recognize, and remember, e.g., Short names like Lux, Surf, Tide, Vim etc.

The name should be suggestive of product or

service category, such as Kleenex, Tatafone, First flight etc. The name should be distinctive, such as Apple, Kodak, Sony etc. The name should not resemble or suggest Negative associations in other languages and countries.

How to Position Brand

Product sale (Targeted Customer)
High / low positioning Product price Product quality Advertisement Distribution channels Brand ambassador

An Effective Brand Name

Is easy to pronounce Is easy to recognize and remember Is short, distinctive, and unique

Has a positive connotation

Reinforces the product image

Is legally protectable

Branding Policies
Individual Branding: Naming each product differently P&G,

facilitates market segmentation and no overlap. Overall Family Branding: All products are branded with the same name, or part of a name, IE Nokia, promotion of one item also promotes other items. Line Family Branding: Within one product line. Brand Extension Branding: Use one of its existing brand names as part of a brand for an improved or new product, usually in the same product category. 75% new products are brand extensions!!

INFLUENCING FACTORS :
MARKET SIZE COMPETITIVE SITUATION COMPANY RESOURCES PRODUCT NEWNESS INNOVATIVENESS & TECHNOLOGY

THE END