It is the process by which a marketers tries to build long term relationship with the customers by learning their needs

and wants so that the offering (brand) could satisfy their mutual aspirations.

Branding can be viewed as a tool to position a product or a service with a consistent image of quality and value for money to ensure the development of a recurring preference by the consumer.

Branding

can be used as a differentiation strategy. In terms of tangible features or products which are perceived as a commodity .

Aaker (1991), Keller (1998), Kotler (1994) and Lovelock (1999) defined brand as a

Distinguishing name and/ or symbol intended to identify and differentiate.

Brandt and Johnson (1997) and Gilmore (1997) defined it as a

Tangible product plus intangible values.

way to attract and keep customers by promoting value, image, prestige or lifestyle. Brands can also reduce the risk a consumer faces when buying something that he knows little about. Peter Doyle has classified this development of brand management in the following six areas:
A

 Stage

1 Unbranded Goods: Goods treated as commodities and are not branded. 2 Brand as Reference or Awareness: Competitive pressures stimulate producers to differentiate their goods from others. Once a brand satisfies the consumer he begins to use the same brand and develops some ideas or thoughts and perceptions about that brand.

Stage

 Stage

3: Brand as a Bundle of Ideas, Thoughts and Images or Personality:

Differentiation among brands on the basis of rational/ functional attributes becomes exceedingly difficult as many producers make the same claim. Brand make it more appealing to consumers who were likely to affiliate with brands possessing desirable personalities. Thus, personalities of the consumer and the brand begin to merge and the value of the brand becomes self-expression.

 Stage

4: Brand as a icon or an identity: In this stage brand is owned by consumers they have extensive knowledge about the brand and use it to create their self- identity.

 Stage

5: Brand as a position:

The brand has a complex identity and a interaction with the consumer. In this stage, consumer becomes more actively involved in the brand creation process. They are willing to interact with the product or service in order to create additional value.

 Stage

6: Brand as a policy:

Brand which is distinguished by an alignment of the company with ethical, social and political causes. Consumers commit to the firms that support the causes favoured by the company by purchasing from the firm. Through their commitment, consumers own the brand.

MEANS CORE PRODUCT OR SERVICE AUXILIARY SERVICES

INITIAL STEP Highlight distinct benefits like contents, design etc. Exceptional handling Efficient packaging Innovative promotion, communication Use channel and ensure push

ONGOING ACTIONS Use the tangibles or positioning to create an identity. Loyalty development programmes Retain customer interest by repeated communication Develop customer pull by different marketing mix.

building is a conscious customersatisfaction orientation process.

Brand

brand owner tries to retain customers to its fold over their competitors by a mix of hardware and software because when a customer feels satisfied he/ she develops a loyalty for the same.

The

brand aims to segment the market Starts with a big idea Tries to protect your innovation Is a living memory Shall sustain though the product may die.
A

 Case

of Dr. Batras positive Health Clinic

Ltd. When Dr. Batras positive Health Clinic Ltd. (DBPHCL) started, they were the only brand commercializing homoeopathy. Case of Navratna Oil

 E.g. Ideas

which were successfully converted to products or services and due to their uniqueness and usefulness are setting new brands. They are not only motivating but a great learning incentive too. Image 8 Image 9 Image 10

Brand Identity

Brand Communication
Brand Image

Awareness

Brand Personality

Positioning

BRAND EQUITY

 Company

decides the brand identity and brand personality which through brand communication leads to brand awareness and brand positioning in the customers mind which at the point of purchase leads to brand equity.

 Brand

identity of a company is reflected by its logos, symbols, slogans, signs, icons etc. can be seen as a person, product, an organization and as a symbol perspective.

Brand

 The

set of beliefs held about a particular brand. Set of associations, usually organized in some meaningful way.

Identity, personalities, communication,

feedback on the products and most important the use of the product or services evokes images or perceptions of the brand in the customers mind.

 Set

of human characteristics associated with the brand. Symbolic use of a brand is possible because customer often instill brands with human personality traits.

and Recall of brand. Strength of the awareness of brand. Brand awareness is depends upon brand identity and brand personality.
Recognition

Top of mind awareness Higher position of the brand in mind Higher purchase intention and the higher relative

purchase of the brand.

 Create

a distinct space in the consumers mind generally termed Positioning. strong position is always built upon consumer associations with the brand; that is, a position that reflects how the brand is perceived in relation to competitors.

 It

comprises a set of various assets, which provide value to both firm and customer. This set of assets includes brand awareness which demonstrates the strength of a brands presence in the customers mind.