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A presentation on

The concept and


application of Branding
and its Features
Venue: Markaz Conference Hall,
Karanthur.
Let’s talk about
brands before
branding!
Some of the world
leading BRANDS
WHAT IS BRAND?
BRAND IS NOT ANY PRODUCT.
BRAND IS NOT A LOGO.
SO WHAT IS BRAND?
A name, term, sign, symbol or
design (or some combination
thereof) used to identify the
products of one firm and
to differentiate them from
competitive offerings.
WHAT ARE THE OBJECTIVE?
Identify the various
characteristics of products.
Learn how companies build and
manage product lines and mixes.
Understand how companies make
better brand decisions.
IMPORTANCE OF BRAND
If a brand works it can convince
customers and can raise the
expectations connected with a
business, product or service.
KEY OF SUCCESSFUL
BRAND?
Find the right advertising/
branding agency.
Top management must be
committed to this effort.
Assign one point person to work
with the agency.
Do not make decisions by
committee.
Give the brand time to work.
Create a brand style guide and
give to every employee.
PROS OF BRANDING
Building brand equity and
brand loyalty.
Identification of operation.
Quality standard is maintained.
Enhancement of image.
Protection from competition.
CONS OF BRANDING
Costly and expensive.
Burden of responsibility.
Chances of brand failure.
SELECTING A
BRAND NAME
Brand name selecting process
may you find trivial but it is not.
Some brand names are so good
that contribute to the success
of product or services.
Brand name can be of
family, colours, fruits,
owner's name, birds or
animals, country or
city name, etc.
Brand Vision
A clear articulation of the
strategic, financial, and brand
goals that management has created
for the brand.
A first step to strategic screens as to
where the brand can and cannot go.
BRANDS POSITIONING
A brand's positioning is the place
in consumers' minds that you
want your brand to own.
So the customer/ consumer is the
king as always.
Thus what is
branding?
"World is noisy.
We had to
communicate
through this noise
to stand out."
- Steve Jobs [ex-CEO of APPLE]
on The Secrets of Branding.
Be different
Be vigilant
Be relevant
Probably, main
Four components
while we work on a
branding:
1. What is my company stand for?
2. What is the strong message of
the company?
3. What is the single sentence
about your company?
4. We have to be really clear on
what we wanted them to know?
Development
stages of the
SIGNATURE OR A
logo unit
The SIGNATURE OR logo unit
Some of
international
Branding/ Logo
development
The Pepsi logo was
revamped by New York
based Arnell Group
for $1 million. The
new design featured
a “smile”, with a less
formal rounded lower-
case typeface.
The end result.
On the product.
Branding/ Logo development
Meaning of
some of the
Logos
The three-pointed
star was supposed to
symbolize
- Land
- Water and
- The air
The Apple logo is
derived from the
story of Adam and Eve
in the Bible. The bitten
apple represents the
fruit from the
“Tree of Knowledge”.
There are three ellipses.
Each ellipse represents:
- Heart of the customer
- Heart of the product
And
- The heart of
technological progress.
LOGOs of ADVERTISING
AGENCIES where I’ve
worked
The logos
which I’ve designed
and developed
Hope this
presentation
was helpful?
Thank you!