V In early times, farmers used to burn a mark or a symbol on

their animals to identify their livestock From those of others.

V Distillers burned their name on the wooden containers,

called kegs or casks, so that the whiskey of one distiller could
be identified from that of others.

V In the middle of twentieth century, manufacturing plants

began to use similar technology, churning out similar
products. A distinct shift to mass production and
homogenization.
V áA product is anything that can be offered to a market to satisfy a want or
needǯ. The concept of product is broad. It includes anything which is
offered for the purposes of satisfying consumer needs or wants.
V The product should be visualized to be having 5 different levels (Kotler)
namely; core benefit, generic product, expected product, augmented
product and potential product level.
V A product can be a
 hysical good (e.g. a cereal, tennis racquet, or automobile)
 Service (e.g. an airline, bank, consultancy)
 Retail store (e.g. a departmental store, specialty store or
hypermarket)
 erson (e.g. a political leader, entertainer, or professional)
 Organization (e.g. a non-profit organization, trade organization, or
arts group)
 lace (e.g. city, state or country)
 Idea (e.g. a social cause)
V ëA brand is a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods or
services of one seller or group of sellers and to differentiate
them from those of competitors.dz

V A brand is a product, but adds other dimensions that

differentiate it in some way from other products designed to
satisfy the same need
V A Brand must make the product relevant and meaningful
for the target customers. It must enhance the product
over and above the basic generic level. The customersǯ
choice behaviour is influenced by five types of values
which they tend to satisfy.
Ô functional value
Ô social value
Ô emotional value
Ô epistemic value
Ô situational value
Ô isual/verbal
Ô ositioning
Ô Brand image
Ô Added value
Ô erceptual appeal
Ô Brand personality
½ost of the top world brands are characterized by strong perceptual
components, which include the following:
Ô User Imagery
Ô Emotional/sychological Benefits
Ô Brand ersonality
Ô Brand Image
Another way a brand would be seen is as consisting of two dimensions:
Ô the functional dimension and
Ô emotional or symbolic dimension.
V A product is a physical entity that lives in the real world. A brand is a
perceptual entity that lives in the consumerǯs mind.
V Branding is everything a marketer does to the offer so that the customer
discriminates a brand in its favour. Building up of this prejudice in the
consumerǯs mind is the ultimate aim of branding. But one thing to be
kept in mind while branding is, that this process is directed at customer
value creation. It is winning through value.
V ëA brand is a symbol, a word, an object, and a concept Ȃ all at one and the
same time.dz A brand is important because of its unique áessenceǯ.
V The concept of a brand leaves its own mark - a signature - that imparts its
own meaning. It is this concept which is generally the force behind brand
creation.
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The marketing world is filled with two types of
brands: those that win, and others that are left
behind by the winners. The winners connect with
customers in the following ways:
Ô Benefits and romises
Ô Norms and Values
Ô Identity and Self-expression
Ô Emotion and Love
V Identifying and establishing brand
positioning and values
V lanning and implementing brand marketing
programs
V ½easuring and interpreting brand
performance
V Growing and sustaining brand equity
J
 


 
Identify and Establish Brand Positioning and Ú ½ental ½aps
Values Ú Competitive frame of reference
Ú Points of parity and Points of difference
Ú Core brand values
Ú Brand mantra
Plan and Implement Brand ½arketing Ú ½ixing and matching of brand elements
Programs Ú Integrating brand marketing activities
Ú Leverage of secondary association
½easure and Interpret Brand Performance Ú Brand value chain
Ú Brand audits
Ú Brand tracking
Ú Brand equity management systems
Grow and Sustain Brand Equity Ú Brand-product mix
Ú Brand portfolios and hierarchies
Ú Brand expansion strategies
Ú Brand reinforcement and revitalization