Beruflich Dokumente
Kultur Dokumente
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
• 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
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