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Branding

Branding

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Published by Tanveer Singh Rainu
What is Branding?,

Understanding Brands,

Importance of Brand Building,

Brand Loyalty,

Brand Premium,

Brand Equity,

What is Brand Building?,

Brand-building: Don'ts ,

Brand-building: Do's ,

Understanding consumers for brand Building ,

How a Company Converts a Commodity into a Brand-
GUJARAT AMBUJA CEMENT
Brand Extension DETTOL
BRAND RE-POSITIONING
KEO KARPIN HAIR OIL,

Samsung - The Making of a Global Brand,

Brand Extention – Nimbooz,

Leveraging Cricket through mobile telephony
IDEA Cellular,
What is Branding?,

Understanding Brands,

Importance of Brand Building,

Brand Loyalty,

Brand Premium,

Brand Equity,

What is Brand Building?,

Brand-building: Don'ts ,

Brand-building: Do's ,

Understanding consumers for brand Building ,

How a Company Converts a Commodity into a Brand-
GUJARAT AMBUJA CEMENT
Brand Extension DETTOL
BRAND RE-POSITIONING
KEO KARPIN HAIR OIL,

Samsung - The Making of a Global Brand,

Brand Extention – Nimbooz,

Leveraging Cricket through mobile telephony
IDEA Cellular,

More info:

Categories:Types, Research
Published by: Tanveer Singh Rainu on Jun 19, 2010
Copyright:Attribution Non-commercial

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08/20/2013

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BRANDING
1
What is Branding?
A brand is a product, service, or concept that is publicly distinguishedfrom other products, services, or concepts so that it can be easilycommunicated and usually marketed.A brand name is the name of thedistinctive product, service, or concept. Branding is the process of creating and disseminating the brandname. Branding can be applied to theentire corporate identity as well as toindividual product and service names.Brands are often expressed in theform of logos, graphicrepresentations of the brand.A brand is a product that adds other dimensions, and differentiates it in some wayfrom other products designed to satisfy the same need. Regardless of the context, a brand has to be unique and has to provide differentiation at any given point in timein a competitive context. The time aspect has to be vital to ensure that the brand isalways on top of consumers mind. The time orientation also emphasizes the needfor brands to update their offerings. Ambassador, Fiat, Liberty and some of the brands which lost their pioneering market dominance in a changing marketingenvironment. A brand should functionally and emotionally reassure a consumer onwhat it stands for- for example L&T housing brand may reassure about the qualityof housing, as well as provide them with emotional security of trust. A brand couldstand for fashion and status (Omega or Rolex). A brand could also stand for  personal grooming style which reinforces the look of an executive (Park Avenue);a brand could also be associated with, fun adventure, freedom and a feeling of community belongingness (Harley Davidson).
 
Understanding
Co
nsumers
by M G P
arameswaran
 
 
BRANDING
2
Brands are decisive instruments in today¶s marketing scenario. Enhancing brandimage and awareness is a continuous process which enables the marketers towithstand fierce competition. Usually brands reflect the goodwill that anorganisation enjoys in the market and the image that it projects.A brand stands for -Attributes-Benefits-Values-Culture-Personality-The target user 
Attributes:
Brands focus on the product attributes to inform the existing customers as wellas to influence the potential customers.
Benefits:
The attributes of a product should be converted into emotional and functional benefits for the consumers.
Values:
Brands communicate human values that eventually reflect the tangible values of the product.
Culture:
Brand culture is nothing but cultural dimensions of brands that influence their identity in the market.
Personality:
 Sometimes, brands also convey a personality trait.
Target user:
Brands define the user segment- upper class, middle class, lower middle classetc.
Understanding
Co
nsumers
by M G P
arameswaran
 
 
BRANDING
3
M
arketers see brand as a symbol of trust that helps simplify the complex livesled by today's consumers. In recent times the word 'brand' has grown to cover morethan just products. A brand is more than a product, a service or an offering. A brand often stands for a lot more. In simple terms a brand is a 'product + images' or 'product + added values'. In fact, a brand stands for a complete set of emotions andfeelings, a mental mosaic that is in a consumer's mind.When we say Nirma, what comes to mind? A girl? A washing powder? A soap?
 
Or a value-for-money offering? When the name Sony is mentioned, what imagescome up? TV? Walkman?
M
obile phone? Or an innovative product?As the Indian market evolves from a commodity-oriented seller's market to a brand-oriented buyer's market, the concept of brands, the role of brands, and the
 
 brand-building will become more and more important, and in fact, vital for 
 
 business success.
 
Brand ImagesBrand Product Images Values Nirma Washing Powder Whiteness EconomyDetergent Bar Little GirlValue for 
M
oneyBeauty Soap SongTooth PasteShampooSony TV Design InnovationWalkman Surprising TechnologyCellular Phones UsefulDVDComputer 
Understanding
Co
nsumers
by M G P
arameswaran
 

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