BRANDING A PRODUCT

03-10-13
BRAND NAME/BRAND
MARK
BRAND NAME- THAT PART OF BRAND-
WORDS,LETTERS,NUMBERS WHICH CAN
BE VOCALIZED
BRAND MARK- THAT PART OF BRAND
WHICH IS VISUAL REPRESENTATION LIKE
A SYMBOL,DESIGN,DISTINCITVE
COLORING OR LETTERING SOUND MARK
TRADE MARKS- THOSE BRANDS AND
INCLUDE NAME AND PICTORIAL DESIGN
PROTECTED BY TRADEMARK LAWS FOR
USE IN PERPETUITY
BRAND APART FROM
BENEFIT/ATTRIBUTES ALSO
REPRESENT
VALUES-TATA FOR FAIR QUALITY
CULTURE-COKE-ICON OF US
CULTURE
PERSONALITY-MRF-
MUSCLEMAN;RIN-LIGHTENING
SPLASH
USER-MERCEDEZ TOP CLASS

VALUE & SIGNIFICANCE
OF A BRAND
BRAND VALUE OF IMMENSE
IMPORTANCE- STORY OF
PHILIP MORRIS- BRAND
MARLBORO
LOT MONEY,TIME,ENERGY
SPENT IN BRAND BUILDING
DIFFICULT FOR COMPANY TO
EXIST W/O BRAND/S
VALUE CONTD
SMALL APPLIANCES DIVISION OF
GE BOUGHT BY BLACK & DECKER
USE OF GE NAME FOR 3 YEARS
ONLY
REALISED THE DIFFICULT TASK OF
BUILDING A NEW BRAND
ISSUES NAME SELECTION,BRAND
STRATEGY DECISIONS SUCH AS
BRAND EXTENSION- SURF TO SURF
EXCEL,SURF ULTRA
TYPES OF BRANDS &
CHALLANGES
MANUFACTURERS BRANDS-
LUX,SURF,IODEX,SONY
PRIVATE BRANDS-KROYO-BIG
BAZAR
GENERIC BRANDS-
RICE,WHEAT,DOORMATPAPER
NAPKINS
BRAND EQUITY
COMBINATION OF ASSETS AND
LIABILITIES ASSOCIATED WITH A
BRAND THAT
ENHANCES/DEPRECIATES VALUE OF
A BRAND
4 DETERMINANTS-
AWARENESS,QUALITY PERCEPTION,
LOYALTY,PATENTS & TRADEMARKS
FINDINGS OF STUDY ON
FACTORS INFLUENCING
MOST POWER BRANDS
OFFER> CUSTOMER EXPECTATION
STAYS ASSOCIATIVE
PRICE DETERMINATION BY
CUSTOMER VALUE PROPOSITION
RIGHT POSITIONING
MAINTAINANCE OF CONSISTENCY
PORTFOLIO OF BRANDS WELL-
MAINTAINED
CONTD.
MARKETING EFFORTS TO BUILD
BRAND EQUITY
INSIGHT TO MEANING OF BRAND TO
CUSTOMER
PROPER SUPPORT TO BRAND FOR A
LONG TIME
CHECKING OF BRAND
PERFORMANCE FROM TIME TO TIME
REBRANDING
VIDEOCON
CHANGE FROM SOLID STEEL V TO
MORE FLUID LAVA LIKE V
NEW PROPOSITION-EXPERIENCE
CHANGE
PERCEPTION-BRAND FOR MIDDLE
CLASS,NO FRILLS , NO
GLAMOUR,SIMPLE,RELIABLE
CUES OF VIDEOCON MAKING FORAY
INTO PREMIUM SEGMENT
TATA NEW LOGO
NEW SLOGAN OF GODREJ-
BRIGHTEER LIVING
YELLOW SWOOSH- SMILE-
CONNECTING A TO Z

HIDDEN MEANING- ARROW
BETWEEN E AND X SPEED
AND PRECISION

3 DIMENSIONAL TYRE

BERN- CITY OF BEARS-
SILHOUETTEE OF A BEAR

PINK PARTT-31- FOR 31
FLAVORS

FIRST 2- ANALOG
SINGNAL AND LAST 2-
DIGITAL

FRENCH MEANING-CROSS
ROADS SIGNALS- LETTER
C

EACH PART- A MEANING-
BIRD SYMBOL OF
FREEDOM

NUMBER 1 IN NEGATIVE
SPACE BETWEEN F AND
RED STRIPES
CAN READ IN EVERY
DIRECTION- BY PROF
PRATT OF STANFORD

6 FEATHERS DIVISIONS-
HEAD TO RIGHT-
FORWARD LOOK

DEFINITION OF A
BRAND
AMA- A
NAME,TERM,SIGN,SYMBOL OR
A DESIGN OR A COMBINATION
OF THEM ,INETENDED TO
IDENTIFY THE GOODS OR
SERVICES OF ONE SELLER OR
GROUP OF SELLERS AND TO
DIFFERENTIATE THEM FROM
THOSE OF COMPETITORS
HISTORY
BEEN FOR CENTURIES TO
DISTINGUISH GOODS OF ONE
PRODUCER FROM ANOTHER
CRAFTS PEOPLE PUT THEIR
TRADEMARK ON THEIR PRODUCTS
TO PROTECT THEMSELVES AND
THEIR CUSTOMERS FROM INFERIOR
QUALITY
FINE ARTS- ARTISTS SIGNED THEIR
PAINTING WORK
TODAY ROLE OF BRAND TWO FOLD-
IMPROVE CONSUMERS LIVES ;
ENHANCE FINANCIAL VALUE OF
FIRMS
HISTORY.CONTD
FIRST STEP TO BRAND COMMODITY IS TO
PACKAGE
RICE, PAPAD,SALT,WATER
TODAY MINERAL WATER HAS MANY
BRANDS IN INDIA INCLUDING OXYRICH
VENKYS AND GODREJ CHICKEN
BRANDED
RESISTANCE FROM RETAILER- PREFERS
UNBRANDED- FLEXIBILITY IN PRICE

EVOLUTION OF BRANDS
INGREDIENTS
PRODUCTS
CATEGORY ASOCIATION
ATTRIBUTE
CORE VALUE
EXTENDED VALUE
ROLE OF BRANDS
ALLOW CONSUMERS TO ASSIGN
RESPONSIBILITY FOR PERFORMANCE TO
A MANUFACTURER/DISTRIBUTOR
EVALUATION OF BRANDS BY
CONSUMERS- LEARN FROM PAST
EXPERIENCE, MARKETING PROGRAMS
IMPORTANT ROLE OF BRAND TO PLAY
FOR TIME POOR RUSHED AND
COMPLICATED CUSTOMER SIMPLIFY HIS
DECISION MAKING
FUNCTIONS OF A
BRAND
SIMPLIFY PRODUCT HANDLING/TRACING
ORGANIZATION OF INVENTORY AND
ACCOUNTING RECORDS
LEGAL PROTECTION FOR UNIQUE
FEATURES OR ASPECT OF PRODUCT
NAME PROTECTION THRU REGISTERED
TRADEMARKS
MANUFACTURING PROCESS THRU
PATENTS PACKAGING THRU COPYRIGHT
AND PROPRIETORY DESIGN
ENSURES FIRM CAN SAFELY INVEST IN
BRAND AND CAN REAP BENEFIT OF A
VALUABLE ASSET
VALUE TO
CUSTOMER/CONSUMER
SIGNAL CERTAIN LEVEL OF
QUALITY
LOYALTY PROVIDES
PREDICTABILITY AND SECURITY OF
DEMAND
CREATION OF BARRIER TO ENTRY
COMPETITOR CAN DUPLICATE
DESIGN AND PROCESSES ; CANNOT
DO SO WITH IMPRESSIONS ON
MINDS OF CUSTOMERS THRU
YEARS OF EXPERIENCE AND
MARKETING ACTIVITY
POWERFUL TOOL TO SECURE
COMPETITIVE ADVANTAGE
4 OPTIONS
INDIVIDUAL BRANDING HUL
DIFF NAMES FOR DIFF
CATEGORIES COLGATE
PALMOLIVE COLGATE FOR
MOUTH CARE AND PALMOLIVE
FOR SKIN/BODY CARE
FAMILY G E
COMBINATION OF
INDIVIDUAL/FAMILY NAME-
GODREJ/TATA
BRAND ELEMENT CHOICE
CRITERIA
MEMORABLE- SHORT-TIDE/CREST/SURF
MEANINGFUL-INHERENT MEANING- EVEREADY
BATTERY,PRORMISE,VIP CLASSIC
LIKABLE-VISUALLY/VERBALLY-SPIC AND SPAN
TRANSFERABLE-INTRODUCTION OF NEW
PRODUCTS-AMAZON
ADAPTABLE-HOTLINE FOR GAS STOVES ;NOT FOR
TV
PROTECTIBLE-UNDER INDIAN LAWS OF
TRADEMARKS AND COPYRIGHTS
NO- TONGUE-TWISTER
DISTINCTIVE-UNIQUE- NORTHSTAR SHOES
SOURCES OF NAMES
INDIVIDUAL NAME- HALDIRAMS
FAMILY NAME-TATA,BIRLA,FORD
PLACE-NAGPURI,KOLHAPURI
HISTORY- SHIVAJI, CHARMINAR, TAJ
MAHAL
MYTHOLOGY- ATLAS, TITAN,
ABBREVIATION-IPCL,IPL,
COINED WORDS- APCA,COOL-KEG
ANIMALS- TIGER BALM,CAMEL INK
NUMBERS- 501,555
FRUITS-BLACKBERRY,ORANGE,MANGO
SIMPLE/WITHOUT ANY MEANING-KODAK
MARKETING ADVANTAGES
OF A STRONG BRAND
BETTER
PERCEPTION OF
PRODUCT
PERFORMANCE
GREATER
LOYALTY
LESS
VULNERABILITY
TO
COMPETITORS
LARGER
MARGINS
MORE
INELASTIC
CONSUMER
RESPOSNE TO
PRICE CHANGE
ELASTIC
CONSSUMER
RESPOSNE TO
PRICE
DECREASE
TRADE
COOPERATION
EFFECTIVE IMC
LICENSING
OPPORTUNITIES
BRAND
EXTENSION
OPPORTUNITIES
BRANDING
FAILURES/SUCCESSES IN
INDIA
CAMLIN SHAMPOO
JAISALMER CIGGARATE
FA RANGE OF COSMETICS
GOPURAM BIDI
NEST CONSTRUCTIONS TO SHEWALKAR
DEVELOPERS IN NAGPUR
RAMCHANDRA CHITALKAR TO C
RAMCHANDRA
SHANTARAM VANKUDRE TO V
SHANTARAM

GENERIC USE OF
BRAND NAMES
REFRIGERATOR
DALDA
PAN PARAG
NIRMA
XEROX
CELLOPHANE
FIBERGLASS
NOYLON
STRATEGY
BRANDS WELL PROMOTED
PEOPLE SEE THEM
GENERICALLY
COMBINE COMPANY NAME
WITH INDIVIDUAL BRAND
NAME- NOYLON FROM DU
PONT;DABUR CHAVAYN PRASH
BRAND STRATEGY
DECISIONS
LINE EXTENSION-EXISITNG BRAND
NAME IN EXISTING PRODUCT
CATEGORY-LIFEBUOY LIFEBUOY
LIQUID SOAP
BRAND EXTENSION-EXTEND NAME
TO NEW CATEGORY-HONDA- BIKES
TO LAWN MOWERS,MARINE
ENGINES
MULTIPLE BRANDS-
NEW BRANDS-