NAME -: FAZAL RAFIQ PUNEWALE

ROLL NO -: 18MA42

SUBJECT -: BRAND MANAGEMENT

CLASS -: MBA II
1)Illustrate significance of branding to customer and to selling company ?

Importance of Branding:

(i) It helps in product identification and gives ‘distinctiveness’ to a product.

(ii) Indirectly it denotes the quality or standard of a product.
(iii) It eliminates imitation of the product.
(iv) It ensures legal rights of the product.
(v) It helps in advertising and packaging activities.
(vi) It helps to create and sustain brand loyalty to a particular product.
(vii) It helps in price differentiation of products.
(viii) It helps the manufacturer for identifying the product.
(ix) It improves the effectiveness of product advertising and promotion. Product identity
can be created easily which would help easy ‘Repeat Sales’.
(x) It helps to increase and control the share of market. A brand has distinct image and
character that may make it more acceptable than a virtually identical competitor.
(xi) An accepted brand makes the introduction of new products easier and thereby helps
in expansion of product mix.

The selling company draw the following benefits from branding:

(i) Distinctiveness or Product Differentiation:

A brand name creates a distinctive impression among the customers. For instance,
different brands of soap such as ‘Cinthol’, ‘O.K.’, ‘Lux’, ‘Pears’, ‘Vigil’, etc. create
different impressions upon the users, though the article is the same, i.e., soap. Thus, a
branded product enjoy distinct or separate identity.

(ii) Market Segmentation:

Branding helps segmentation of the market on the basis of benefit-sought and provided to
the customers. For example, Videocon has its name in the electronic industry in
providing value for money for the economy class. In 1995, it introduced Bazooka version
of TV for the middle level segment of the consumers.

(iii) Promotion and Advertising:

A brand name enables its holder to advertise his product without any difficulty. Once a
brand name becomes popular, people remember it for long.

(iv) Wide Market:

Branded products are quite popular and have wide market. The wholesalers and retailers
readily handle the branded products which are advertised.

(v) Customer Loyalty:

Branding ensures better quality at competitive prices. Branded products are available in
all parts of the country at uniform prices. This tends to create brand loyalty on the part of
customers. They ask for the goods by their brand names such as Taj Mahal (tea leaves),
Nescafe (Coffee), Tata (Iodised Salt), Natraj (Pencils), etc.

(vi) Protection against Imitation:

A registered brand name and mark is a protection against imitation by the other
manufacturers.

(vii) Control Over Prices:

A manufacturer can easily control the prices of the branded products. He can fix the
prices and print them on the packets containing the branded products. The retailers can’t
exploit the customers by over-changing.

(viii) Check on Adulteration:Branded products are duly packed and sealed which
prevents adulteration by the traders. Thus, consumers are assured of better quality
products.
Branding is also advantageous from the point of view of customers as discussed
below:

(i) Product Identification: Branding helps the customers in identifying the products. For
example, if a person is satisfied with a particular brand of a product, say Taj Mahal tea
leaves or Lux beauty soap, he need not take a close inspection every time he has to buy
that product. Thus, branding facilitates repeat purchase of the products.

(ii) Ensures Quality: Branding ensures a particular level of quality of the product. Thus,
customers can buy branded goods with confidence about their quality.

(iii) Easy Shopping: Branding makes shopping easier because the consumer knows what
product to buy. For example, if a person wants to buy Sony Television, he can go to Sony
authorized dealer and buy the model of his choice.

(iv) Psychological Satisfaction: Consumer buying differentiated brands feel satisfied not
only with the physical product or service, but also psychologically. For example, if
someone has already used BPL washing machine without any trouble or problem, then
buying a three door refrigerator with BPL Brand will enhance his psychological
satisfaction.

(v) Status Symbol: Some brand names are advertised heavily and they create some sort of
status consciousness among the consumers. The status conscious consumers get higher
satisfaction from highly advertised branded products.

(vi) Uniform Price: The retail price of a branded product is written on its packet. Thus,
consumers cannot be cheated by the unscrupulous traders. Moreover, its price is same at
every retail outlet.
 (vii) Packaging: The branded goods are generally packed in suitable wrappers or
containers which facilitate easy handling by the customers. Moreover, packing also
protects the goods from heat, moisture, etc.

2) Illustrate concept of brand and branding ?

Branding -:
1. “The marketing practice of creating a name, symbol or design that identifies and
differentiates a product from other products”.

2. An effective brand strategy gives you a major edge in increasingly competitive

markets. But what exactly does "branding" mean? Simply put, your brand is your
promise to your customer. It tells them what they can expect from your products
and services, and it differentiates your offering from that of your competitors.
Your brand is derived from who you are, who you want to be and who people
perceive you to be.
3. Are you the innovative maverick in your industry? Or the experienced, reliable
one? Is your product the high-cost, high-quality option, or the low-cost, high-
value option? You can't be both, and you can't be all things to all people. Who
you are should be based to some extent on who your target customers want and
need you to be.
4. The foundation of your brand is your logo. Your website, packaging and
promotional materials--all of which should integrate your logo--communicate
your brand.
5. Your brand strategy is how, what, where, when and to whom you plan on
communicating and delivering on your brand messages. Where you advertise is
part of your brand strategy. Your distribution channels are also part of your brand
 strategy. And what you communicate visually and verbally is part of your brand
strategy, too.
6. Consistent, strategic branding leads to a strong brand equity, which means the
added value brought to your company's products or services that allows you to
charge more for your brand than what identical, unbranded products command.
The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola
has built a powerful brand equity, it can charge more for its product--and
customers will pay that higher price.
7. The added value intrinsic to brand equity frequently comes in the form of
perceived quality or emotional attachment. For example, Nike associates its
products with star athletes, hoping customers will transfer their emotional
attachment from the athlete to the product. For Nike, it's not just the shoe's
features that sell the shoe.

Brand -:

Defining the brand is like a journey of business self-discovery. It can be difficult, time-
consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

 What is your company's mission?

 What are the benefits and features of your products or services?
 What do your customers and prospects already think of your company?
 What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits and desires of your current and prospective customers.
And don't rely on what you think they think. Know what they think.

Once you've defined your brand, how do you get the word out? Here are a few simple, time-
tested tips:

 Get a great logo. Place it everywhere.

 Write down your brand messaging. What are the key messages you want to
communicate about your brand? Every employee should be aware of your brand
attributes.
 Integrate your brand. Branding extends to every aspect of your business--how you
answer your phones, what you or your salespeople wear on sales calls, your e-mail
signature, everything.
 Create a "voice" for your company that reflects your brand. This voice should be
applied to all written communication and incorporated in the visual imagery of all
materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more
formal. You get the gist.
 Develop a tagline. Write a memorable, meaningful and concise statement that captures
the essence of your brand.
 Design templates and create brand standards for your marketing materials. Use the
same color scheme, logo placement, look and feel throughout. You don't need to be
fancy, just consistent.
 Be true to your brand. Customers won't return to you--or refer you to someone else--if
you don't deliver on your brand promise.
 Be consistent. This tip involves all the above and is the most important tip on this list. If
you can't do this, your attempts at establishing a brand will fail.

3) Differentiate between brand and product ?

Product
 The product is a good or service or the combination of the two that is made
available by the companies in the market for sale to the end consumer. It can be
in physical or non-physical form.
 The producers manufacture a product. The raw materials which are procured
from the manufacturers, then they are converted into finished goods, which are
offered by them for selling purposes. The cost of production is the investment
made by the company in producing a product, and it is sold at a price known as a
selling price.
  The product has its own life years. After the expiry of that period, the product
becomes obsolete. In such a case every product needs to be reinvented or
regenerated, to attract the target audience. Sometimes, products are relaunched
by the companies with some new or exciting features that will be able to grab the
attention of more and more customers.
 Every product is different in itself regarding size, colour, brand name, shape,
packaging, features, after sales services and much more. However, the difference
in the product is psychological, not physical. These factors are more or less used
by the companies to persuade customers to buy their product. E.g. Handbags,
sunglasses, jeans, shoes, belts, etc.

Brand

 The market is flooded with millions of products, the name, symbol, sign, product,
service, logo, person, or any other entity that makes you distinguish a product
from a clutter of products, is a Brand. It is something; that helps the customers to
identify the product as well as the company behind it. Look it another way, a
product that has a name, which we can recall and relate to, is a brand. A Brand
can neither be seen nor touched; it can only be felt. The brand is not built in a day;
it takes years and years to gain the trust of customers.
 A brand is a combination of three things, i.e. promise, wants and emotions. It is a
promise made by the company to its customers that what they get after they buy
the company’s products? It fulfils all the wants of the customers. It is an emotion
to which the customers are attached to. The Brand creates an expectation in
customers which the promises made by the company under the brand umbrella
will be fulfilled by those products they use.
 The brand is not just a name but an image in the minds of the customers.
The image is associated with reliability, credibility, and quality that gives a
sense of satisfaction to the customers. The legal identity of a brand is
known as a trademark. E.g. Gucci, Rolex, Nike, Reebok, Starbucks, Armani,
RayBan, Apple, etc.
 BASIS FOR
PRODUCT BRAND
COMPARISON

Meaning A product is an item which A brand is something which

is ready for sale in the distinguishes a product from other
market. products in the market.

What is it? A product is What you A brand is What you want?

need?

Uniqueness A product can be easily A brand has a distinguished identity,

copied. that cannot be copied.

Created by Manufacturers Customers

Can it be replaced? Yes No

What they do? A product performs the A brand offers value.

functions.

Appearance A product may be tangible A brand is intangible.

or intangible in nature.

Time Horizon A product can be outdated Brand remains forever.

after some time.
NAME -: FAZAL RAFIQ PUNEWALE

ROLL NO -: 18MA42

SUBJECT -: BRAND MANAGEMENT

CLASS -: MBA II
Analyze brand positioning using perceptional mapping .
select the brand of your choice ?
 brand positioning is the process of positioning your brand in the mind of your customers.
Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand
positioning statement.
 Popularized in Al Ries and Jack Trout’s bestselling Positioning: The Battle for Your
Mind, the idea is to identify and attempt to “own” a marketing niche for a brand, product,
or service using various strategies including pricing, promotions, distribution, packaging,
and competition. The goal is to create a unique impression in the customer’s mind so that
the customer associates something specific and desirable with your brand that is distinct
from rest of the marketplace.
 Ries and Trout define positioning as “an organized system for finding a window in the
mind. It is based on the concept that communication can only take place at the right time
and under the right circumstances.”
 Brand positioning occurs whether or not a company is proactive in developing a position,
however, if management takes an intelligent, forward-looking approach, it can positively
influence its brand positioning in the eyes of its target customers.

7-Step Brand Positioning Strategy Process

In order to create a position strategy, you must first identify your brand’s uniqueness and
determine what differentiates you from your competition. There are 7 key steps to effectively
clarify your positioning in the marketplace:

 Determine how your brand is currently positioning itself

 Identify your direct competitors
 Understand how each competitor is positioning their brand
 Compare your positioning to your competitors to identify your uniqueness
 Develop a distinct and value-based positioning idea
 Craft a brand positioning statement
  Test the efficacy of your brand positioning statement


HIGH QUALITY

Colgate

Sensodyne

Leverayush

Pepsodent

LOW PRICE HIGH PRICE

Meswak

Dabur babool

Patanjali

Vicco Vajradanti.

LOW QUALITY
 Perceptual Map is a diagrammatic or graphical mapping technique where perceptions of

customers or potential customers are recorded on a plane with varying criteria. Also

known as P-Map, typically the parameters that can be displayed on a perceptual map are

brands, products, product lines, companies, competitors etc. The positions of various

variables are relative on the perceptual map. Perceptual Mapping is the marketing

technique of plotting P-Maps and using them for positioning analysis.

 Above perceptual mapping is an example of various brands of toothpaste in india so

interpreating from the above P graph we can say the perception of consumer is as follows

 In case of Colgate, Sensodyne, Leverayush, Pepsodent tooth paste this are considered as

high price and high quality toothpaste they are consider in upper section of map and vice

versa case the toothpaste such as Meswak , Dabur babool,Patanjali ,Vicco Vajradanti are

considered as low quality and low price toothpaste in india.