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` A name, logo or symbol, design or a

combination of these that help to
identify and differentiate a product
` Brand has awareness, reputation or
prominence in the marketplace
` Different components of a brand that
differentiate it are the brand
elements i.e name, logo, pack design
and other attributes
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` |

` aompany names - HP, GE , HDFa
` nrelated to company ± Surf, Pampers,
Tide
` Store brands ± Smart choice,
` Names of places ± KFa, British Air
` Names of people ± Tata, Estee Lauder
` Animals or birds ± Mustang, Dove, Grey
hound
` Words inherent to product ± Fair & Lovely,
` Prefixes & suffixes that sound technical-
Intel, aompaq, Lexus

  
 

` Developments that contributed to

the branding process
- Improvements in transportation

- Improvements in production
processes
- Improvements in packaging

- ahanges in trademark laws

- Advertising perceived as credible


  
 

` Development of retail institutions as

effective middlemen
` Population growth
` Increasing industrialization and
urbanization
` Rise of literacy
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` Product ± anything/service that can

be offered to the market to satisfy a
consumer need or want, which may
have several levels
- aore benefit level- satisfying
fundamental need/want
- Generic product level ± no frills
version of product
 |

 

- Expected product level ± set of

normally acceptable product attributes
- Augmented product level ± additional
product attributes/ benefits that
distinguish
- Potential product ± all augmentations
that it might undergo in the future
    
 


` areating competitive advantage

- Product performance ± Sony, 3M,
Gillette
- Product imagery ± aoca cola,
Marlboro, aalvin Klein
` Brands are made by creating
perceived differences among products,
which help to make a loyal consumer
franchise, that can translate into
financial profits for the firm.
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- Identification of source
- Assignment of responsibility

- Risk reducer

- Search cost reducer

- Promise/bond with maker of product

- Symbolic device

- Signal of quality
 a  




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- Means of identification and
simplification of product handling
- Organize inventory and accounting

- Legal protection of unique features

of a product
- Brand can retain intellectual
property rights, giving legal title to
the owner
 a  




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- Brand name protected through
registered trade marks
- Manufacturing processes can be
protected through patents
- Packaging can be protected through
copyrights and designs.
 a  




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- These IPRs ensure that the firm can
safely invest in the brand and reap
the benefits of a valuable asset
- Investments in a brand can endow
it with unique associations
- Source of competitive advantage

- Signal of quality level

- Source of financial returns

 a  




`£   

` Brands are one of the primary
undervalued assets of a firm, as
they are off-balance-sheet items
` Strong brands result in better
earnings and profits
` Which in turn create greater
value for shareholders
 a  




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` When brands are sold price premiums
are paid based on the extra profits
that can be obtained and sustained
from the brand
` As well as the difficulty of creating
similar brands from scratch
` eg. FMaG brands like aoke or J&J
upto 70% of the corporate value can
be based on intangible assets
 


 


` A firm provides the impetus through

product or service
` Resides in the mind of the
consumer
` A perceptual entity rooted in reality
` Help the consumer to indentify it
through brand elements
` areating perceivable differences
within the product category.
 


 


` Differences can be created through

product benefits
` Where product differences are small,
brands are created through imagery.
` A firm benefits from a brand in a choice
situation
` Branding is universal and not restricted
to any category
 

  
 

` Physical goods
` Services
` Retailers and distributors
` Online products and services
` People and organisations
` Sports and entertainment
` Geographic locations
` Ideas and causes
 a  |
 

` Brand equity an important marketing

concept of the µ80s
` It raised the importance of brands in
the marketing strategy of a company
` Provides a focus for the marketing
strategy and activity
` Still considerable confusion over the
conceptualization and measurement of
the concept
 a  |
 

` Brand equity relates to the fact that

different outcomes result from the
marketing of a product or service because
of its brand
` Added value to a product that has accrued
to it through all past marketing efforts
` BE provides a platform for assessing the
value of a brand
` This value can manifest in greater returns
or lower costs or both
0
 



 

` Involves the design and implementation

of marketing programs
- Identifying and establishing brand
positioning
- Planning and implementing brand
marketing activities
- Measuring brand performance and
interpreting the data
- Growing and sustaining brand
equity
ÿ  






  

` An understanding of what the brand

should stand for with respect to its
competitors
` areating brand superiority in the
minds of consumers
` Establishing core brand values and
brand mantra
` Brand audit to asses health of brand
and uncover sources of equity, to
leverage

 
  


 
   

` areating consumer awareness

` areating favorable and unique
brand associations
1. ahoice of brand elements or identities
2. Activities and programs which
integrate these into the brand and
create associations
3. Other associations by linking to other
entities like company, country of
origin, channels, other brands
 £

 
    

  


` Measurement system is a set of

research procedures designed to
provide
- Regular
- Timely
- Accurate
- Actionable information
` For short run and long term strategic
decisions
½  



 
 

` Involves managing brands within

the context of other brands
` Over multiple categories over time
` Across multiple market segments
` aontext of changing marketing
environments
` Internal changes in a firm¶s
marketing goals.