Learn- More

Weblinks

http://www.youtube.com/watch?v=k5016fh7TgQ
http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
http://www.entrepreneur.com/article/237296
http://www.entrepreneur.com/article/235673
http://www.youtube.com/watch?v=29rSxDu6qz0

Suggested Readings
What is Branding? by Matthew Healey

It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business is Driven
by Purpose by Roy M. Spence Jr., Haley Rushing

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 Marketing Management: A South Asian Perspective by Philip Kotler

Essential Elements for Brand Identity: 100 Principles for Designing Logos and Building Brands
by Kevin Budelmann, Yang Kim, Curt Wozniak

Value Additions
Glossary
B
Brand- 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 sellers and to differentiate them from those of
competition (Source: AMA)

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Brand Elements- These are the visible aspects of the brand that sets it apart from others. They
include the brand name, the brand logo, packaging & colour, jingles & slogans, celebrities &
characters associated.

C
Competitive Advantage- An offer by a firm that is more attractive to customers as compared to
competitors offering. It is possible when the competencies of a firm permit the firm to outperform its
competitors. Competitive advantages can be gained by having the lowest costs and/or differentiation
in terms of providing superior or unique performance on attributes that are important to customers

J
Jingle- A short tune used in advertising commercials. It is usually catchy and easy to remember by a
customer and aids brand recall.

L
Logo- A graphic design that is used as a continuing symbol for a company, organization, or brand. It
is often in the form of an adaptation of the company name or brand name or used in conjunction with
the name (Source: AMA)

P
Packaging- The container or covering given to a product that aids in its storage, transportation, use
and identification. Packaging is used to convey important information about the product to customers.

Product- A bundle of attributes, features or benefits that can be acquired or used in exchange for
money and fulfils certain needs of a customer.

Interesting Facts
Fanta originated due to the World War II trade embargo against Germany: Using only
ingredients available in Germany at the time, including pomace (a waste product of wine,
often used as fertilizer), a new drink was developed, and named Fanta (short for "fantasie,"
the German word for imagination). After the war, Coca-Cola reconnected with the factory and
immediately brought this new product into its fold. Fanta is now one of the most recognized
soft drinks in the world, available in 90 countries

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