Brand and branding decision

Products are made in the factory,

but brands are created in the mind – Walter Landor
Benefits of Branding

Branding distinguishes
• Products from competition
• Product Identification
• Aids in repeat sales
• Aids in new product sales
• Aids in attracting loyal customers
and segments
• Builds the image
FEATURES
A brand has three features

(1)The internalized sum of

impressions as received by the
consumers

(2)A distinctive position in the mind

space

(3) Emotional and functional

benefits
 Some Important Concepts…
• Brand Mark

• Brand Equity

• Master Brand
Brand Mark
Logo/Name
 Master brands…
Adhesive
Adhesive Bandages
Bandages Band-Aid
Band-Aid

Gelatin
Gelatin Jell-O
Jell-O
Soup
Soup Campbell’s
Campbell’s

Crayons
Crayons Camlin
Camlin
Petroleum
Petroleum Jelly
Jelly Vaseline
Vaseline
 Brands

as Ownership symbol
as Differentiators
as Functional Device
as Symbolic Device
as Risk Reducer
as Shorthand Device
as Legal Device
as Strategic Device
 Types of Brands

Manufacturer Brand:
They are created by producers and bear their chosen
brand name. The responsibility for marketing the
brand lies with the producer, most manufacturer
brands are supported by massive advertising budget.
They also maintain a long distribution network to
reach the consumers.
Own label, Private label ,Store Brand

They are the retailer brand

Factors to consider when selecting a brand name

– Legally available alternatives

– Avoid negative connotations
– Short, distinctive, easy to pronounce
– Suggestive of product benefits
– Should reflect desired product image

Brand Characteristics
Brand conveys ……
• Attributes
• Benefits
• Values
• Culture
• Personality
• User
 If it recognizes all the
six dimensions then
the brand is “deep” or
it is “shallow”
 Branding decision

• Brand or not to brand?

• Brand sponsor decision
• Brand name decision
• Brand strategy decision
• Brand repositioning decision
 Brand Strategy Decisions

• Line extensions – • Multibrands –

existing brand to flanker brands
new sizes, forms,
• Cobranding –
flavors etc.
combination of two
• Brand extensions – or more brands
brand names
• New brands
extended to new
product categories
 World’s Most Valuable Brands
2003 Value Country of
2003 Rank Brand
($billions) Origin
1 Coca-Cola 70.45 USA
2 Microsoft 65.17 USA
3 IBM 51.77 USA
4 GE 42.34 USA
5 Intel 31.11 USA
6 Nokia 29.44 Finland
7 Disney 28.04 USA
8 McDonald's 24.7 USA
9 Marlboro 22.18 USA
10 Mercedes 21.37 Germand
Source: Interbrand; based on expected profit stream of products carrying the brand name
….BYE