Brand

A name, term, sign, symbol, design or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of

the competition

Identify Differentiate

Significance of brands

Attributes

Show products attributes or specialties

Raymond Suitings style, fashion, quality premium clothing

Benefits

Show the benefits a customer will receive

Raymonds style gives an emotional pleasure; quality saves cost in the long
run

Values

Show the value the product carries

Raymonds The complete man signifies perfection

Significance of brands

Culture

Represent a culture

Raymond and Siyaram ads show a culture of family bonding and

Indianness

Personality

Communicate a certain kind of personality

Raymond ads show that it is a brand meant for man who is caring

Target user

Indicate the target user

Raymonds ads show that it is meant for upper and middle class

Brand equity

Combination of assets and liabilities associated with

a brand that enhances or depreciates the value of a

brand

Are the people aware of the brand?

What is their perception about its quality?

Are the people loyal to this brand? Does the brand have any patents to its credit?

Is the brand a trademark?

Factors for popular brands

The brands offers more than expected

McDonalds offers customized menu for all markets

The brand associates itself with some positive feature or personality

Gillette assures of superior quality shaving products and uses celebrity endorsements

A good brand has a optimum price level with good quality A good brand is well-positioned in the market

Mercedes car

A good brand maintains consistency in the marketing campaign

Colgate always tells the benefit of healthy gums and strong and whiter teeth
Dettol always projects itself as a health and hygiene product

Factors for popular brands

Brand portfolio is well-maintained

There is something for everyone so competitors cant invade

HUL has Rin, Surf, Surf Excel, Wheel

Firms uses all marketing efforts to build brand equity The firm knows what customers expect from the brand and launches the product accordingly

The firm maintains the brand for a long time and tells customers about it

The firm evaluates the performance of the brand periodically

Selection of a good brand name

The brand name should be catchy It should be easily pronounceable

It should be related to product features in some way

SONY comes from the word Sonus which means sound

The name should be unique as far as possible The name should be legally valid and ethical

Brand sponsorship

Association of the brand with some event or TV program to gain more exposure

LG with cricket world cup

Close-up with Antakshari on Zee TV for nearly a decade

Companies sponsor players and provide them with the necessary equipment to facilitate their playing

Sahara sponsors Indian cricket and hockey teams

Branding strategies

Line extension

A new variation of product sharing the essential characteristics of original product but in a different design for easier use

Godrej Fair Glow cream to Fair Glow soap (both serve the same purpose but the manner of use is different)

Brand extension

Brand name of a successful product extended to new product categories

Kingfisher beer to Kingfisher Airlines (both are entirely different

products and have nothing to do with each other)

Branding strategies

Co-branding strategy

To brands combined together to give the new product the image of both the

parent brands

Ingredient branding

A basic ingredient of product is mentioned along with the brand name

Intel inside logo on various branded computers

Co-operative branding

Joint venture of two well-established brands

Axis Bank-Visa ATM cards

Complementary branding

Marketing of two brands together to encourage co-consumption or co-purchase

Hero Honda recommending MRF or Ceat tyres

Branding strategies

Multi-branding strategy and brand proliferation

Different names for products in the same category but for

different customers

P&Gs Arial and Tide detergents MULs Maruti 800 and Zen cars

Brand rejuvenation

Revitalizing an ailing brand by introducing new features, uses or targeting new markets

MTV transformed into a Hindi music channel in 1997 from the original
form of English music channel in early 90s

Branding strategies

Brand re-launch

Launching the product again after a long time gap with necessary modifications

Reliance re-launched Vimal brand of textiles in a new form

New brand name

Different brand names for different product categories

Manikchand uses the same name for tobacco products but uses the name Oxyrich for its mineral water

Packaging and its importance

Developing and designing a container for a product Secured, transparent, reusable and easy-to-use packaging attracts more sales

Colgate has launched a transparent packaging Tea brands come in plastic reusable jars

Attractive packaging works as a silent salesman

Gift packs from Cadburys

Dry fruit gift packs available during Diwali season

A good package should be symbolic of product features

Britannia milk biscuits come in a white colored pack and white signifies color of milk

Labeling

Displaying important product information on the package

Brand name Manufacturer/ marketer name Ingredients

Instructions for use

Precautionary measures Veg/ Non-veg symbol in case of edible products Price

Expiry date
Quality certifications e.g. ISI, FPO, Agmark Batch No. and date of packaging Statutory warning in case of tobacco or alcoholic products