WELCOME TO ALL

By

Arun AS

BRANDING

“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 seller and to differentiate them from those of competition” ‘American Marketing Association’

ELEMENTS OF BRAND

• Name • Logo• Graphics• Shapes• Colors• Sounds• Tastes• Movements etc.

IDENTIFY THE FOLLOWING BRANDS

BRANDING STRATEGIES

PRODUCT BRANDING STRATEGYLINE BRANDING STRATEGYRANGE BRANDING STRATEGYUMBRELLA BRANDING STRATEGYDOUBLE BRANDING STRATEGYENDORSEMENT BRANDING STRATEGY

The Product Brand Strategy

• It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning.

• The result of this strategy is that each new product receives its own brand name that belongs only to it

• For example, Dove - “moisturizes skin” Rexona - “nature oils”HUL ltd Lifebuoy - “fighting germs” Pears - “glycerin soap”

The Line Brand Strategy

• This strategy involves the exploitation of successful concept by extending it but by staying very close to the product

• Products share a common concept

• For example, Lakme “the source of radiant beauty”Cleansing, care, body lotion, lipsticks, eye make up,

and nail elements

The Range Brand Strategy

• A single brand name promotes through a single promise, a range of products belonging to the same area of competence

• For example, noodles • Maggi soups

• sauce • dosa mixes

Umbrella Brand Strategy

• The same brand supports several products in different markets.

• The company name itself is the brand name of all products

• Advantage of brand awareness and goodwill

• Sharing common brand name can be risky

• For example, TATA, Palmolive etc.

Double Brand Strategy

• Combines umbrella branding and product branding

• Company name is associated along with the brand name

• For example, TATA INDICA, BAJAJ PULSOR

Endorsing Brand Strategy

• Product brand name gains a dominant position over the company name

• Company name appears in smaller letters

• For example; Godrej CINTHOL, Nestle KITKAT

BRAND EQUITY

“Brand equity is a set of brand assets and liabilities linked to a brand, it’s name and symbol, that all add to or subtract from the value provided by a product or services to a firm and/or to the firms customers”

‘David Aaker’

Brand equity

Perceived quality Name awareness Brand association

Brand Other Loyalty proprietary Assets

Value of customer Value of firm

THANK YOU