Presented by: Abhinav K Yadav

BRANDING??????
 Meaning
• Branding is the process of creating an image in
someone’s mind.
• Branding involves both tangible and intangible
characteristics of products and services that
make it unique.
• Products/services that are branded are often
chosen over similar products because they
somehow have a perceived value of being
better.
 WHAT CAN BE BRANDED?
 Physical goods
 Services
 People
 Organization
 Retail Stores
 Places
 Online products and services
 Entertainment
 Ideas
 Physical Goods
• Branding of physical goods is the most
common form of branding and includes a wide
variety of products.
Consumer products:
Coca-Cola, Sony, Mercedes-Benz, Sunrise, Kissan
Business to business products:
Involves overall branding of a company by
creating a positive image and reputation
 Services
• One of the challenges in marketing services is
that relative to products, they are more
intangible and more likely to vary in quality
depending on the people involved in providing
the service.
• So branding is very important for service firms
to address potential intangibility and
variability problems.
• Examples of service brands:
American Express, Taj Hotels, Kingfisher
Airlines, Airtel, Federal Express, SBI
• Examples of service brands:
American Express, Taj Hotels, Kingfisher
Airlines, Airtel, Federal Express, SBI
 Retail Stores
• Why do retail stores need branding?
It can generate consumer interest, patronage and
loyalty
Consumers learn to expect certain brands and
products from a store
It helps in positioning of the store
It permits higher price margins, increased sales
volume and greater profits
• For branding, retailers also use private labels
to increase customer loyalty and generate
higher margins and profits.
• Example:
‘More’ and ‘Big Bazaar’ have their own private
labels
 People
• Brand extend beyond products and services.
• Even people can be viewed as brands
• Usually public figures such as politicians,
entertainers and professional athletes can be
branded.
• Anyone trying to build a career can be thought
of as trying to create his/her own brand.
• Examples:
Shahnaz Husain, Ritu Kumar, Sachin Tendulkar
 Organisation

• Organizations brand themselves and take on

meanings through their programs, activities and
products.
• Non profit organizations have been increasingly
emphasizing on their branding.
• Example:
National Geographic Society, Red Cross, Linkin
Park
 Online Products and Services
• Online brands come in many different forms,
with business models based on selling
information, products, experiences and so on.
• Online branding requires:
To create awareness of what products or services
the brand represent
Why those products or services are unique and
different
Why consumers should buy the brand
• Example:
 amazon.com
 alibaba.com
 google
 facebook
 Entertainment
• Includes branding of sports, arts, movies, etc.
 Place
• Place branding is an umbrella term
encompassing nation branding, region
branding and city branding.
• Here, the brand name is relatively fixed by the
actual name of the location.
• The goal of place marketing is to create
awareness and a favorable image of a location
• Example:
 Incredible India!
Kerala- God’s own country
 Ideas
• Numerous ideas and causes have become
branded, especially by nonprofit organizations
• Ideas and causes may be captured in a phrase
or slogan and even be represented by a
symbol, e.g., AIDS ribbons.
• Branding makes ideas and causes more visible
and concrete.
• Examples:
 Pulse Polio
• Earth Hour
 Challenges to brand builders
• Brand Management
• Savvy customers
• Maturing markets
• Difficulty in differentiating
• Decreasing brand loyalty of customers
• Growth of private labels
• Increasing promotional expenses
• Fragmenting media coverage
• Increasing job turnover
THANK YOU