What is a brand?

Evolution of brand
• The term derives from the Old Norse word brandr or “to burn,” and
refers to the practice of branding livestock, which dates back more
than 4,000 years to the Indus Valley
definition

• The American Marketing Association (AMA) defines

a brand as 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 to differentiate them from those of other sellers
Brand versus products
• Product levels
Ways of branding
• Competitive advantages through product:
• For more than 100 years, Gillette® has equipped men with the latest
shaving technology for truly innovative razor blades. ... Gillette's
portfolio includes our 5-blade ProGlide and Fusion razors, 3-blade
MACH3 razors, disposable razors, and the All Purpose Gillette STYLER
for facial hair styling and body hair trimming.
Competitive advantages through non product
means
Branding strategies
• Name Brand Recognition
• Most often, a company with large name brand recognition can be
recognized by its logo, slogan, or colors. Companies such as Coca-
Cola, Starbucks, Apple, and Mercedez-Benz are all iconic names.
Individual branding

Examples of individual
product branding include
Procter & Gamble, which
markets multiple brands
such as Pampers, and
Unilever, which markets
individual brands such as
Dove.
 Attitude branding
• These brands use strategies that
bring to life personality and a
customized experience with
products and services.

The Nike brand is about much more than just shoes. To the
company’s customers, the swoosh logo signifies the healthy,
athletic and independent lifestyle inherent in the brand motto,
‘Just do it.’ The Nike brand epitomizes this attitude. Other
major iconic brands such as Coca Cola and Apple do this too.
No brand marketing
• Japanese brand Muji does the
same thing. ‘Muji’ literally
means, ‘no brand.’ By eschewing
branding and flashy design, the
company not only saves itself
money on advertising, but also
appeals to the segment of the
population that goes for high
quality and low price, and
doesn’t care about brand name.
Brand extension
• Brand extension occurs when
one of your flagship brands
ventures into a new market. Say
you have a shoe company that is
now making jackets, athletic
wear, and fragrances. The brand
name carries its own identity to
your product mix.
Brand extensions: success & flop
Brand licensing
• a character (Donald Duck), a name Arvind represent Arrow, Cherokee,
(Michael Jordan), or a brand (The Ritz- ELLE, Nautica, USPA, AEROPOSTALE,
Carlton). CHILDRENS PLACE, Ed Hardy, GAP and
• The big players in the character Kipling. The Murjani Group is the
licensing industry in India are Disney licensee for Calvin Klein Jeans, FCUK and
India, Viacom 18 and Cartoon Tommy Hilfiger. Beverly Hills Polo Club
Network Enterprises. Characters (BHPC) is licensed to Spencers Retail.
licensed out by Disney India include
Mickey Mouse and Donald Duck.
Viacom has brought in popular
characters from Nickelodeon like Dora
The Explorer and SpongeBob
SquarePants. Cartoon Network boasts
of a portfolio including characters
such as Ben 10, Powerpuff Girls, Mr.
Bean, Roll no. 21, We Bare Bears.
Why do brands matter
• Why are brands important
• What functions do they perform that increases their value
 • Risks
• Consumers: • Functional
• Identification of source of product • Physical-The world’s largest
• Assignment of responsibility to electronics firm has highlighted
product maker potential dangers the technology
• Risk reducer poses to pregnant women, the
elderly, children and people with
• Search cost reducer serious medical conditions.
• Promise/bond/pact with maker of • Financial risk
product • Social
• Symbolic device • Psychological
• Signal of quality • Time risk
Brands-Important to firms

If this business were to be split up, I would be glad to take the brands,
trademarks and goodwill and you could have all the bricks and mortar -
and I would fare better than you.
manufacturers
• Means of identification to simplify handling or tracing
• Legal protection of legal factors
• Signal of quality level
• Endowing products with unique associations
• Sources of competitive advantage
• Sources of financial returns
•
Brand associations

• Customers contact with the organization and it’s employees;

• Advertisements;
• Word of mouth publicity;
• Price at which the brand is sold;
• Celebrity/big entity association;
• Quality of the product;
• Products and schemes offered by competitors;
• Product class/category to which the brand belongs;
• POP ( Point of purchase) displays; etc
• “Melts in your mouth, not in your hand”
• "There are some things money can't buy. For everything else, there's
______.“

• "A Diamond Is Forever“

• "Betcha Can't Eat Just One.“
• "Maybe she's born with it. Maybe it's _______."
Can everything be branded
• Physical goods: B2B
SERVICES
• We are ladies and gentlemen serving ladies and gentlemen’
Retailers & Distributors
Online products and services
People and organizations
Sports art and entertainment
GEOGRAPHIC LOCATIONS
• Destination Branding.
Destination Marketing
Organizations (DMO) previously
referred to destination branding
as the promotion and marketing
of their place to a specific
audience of business or leisure
travellers.
Brand challenges & opportunities