MEANING

Brand is a specific term and includes a name,

symbol, sign or design given to a product for easy
identification. It provides distinct identity to a
product. Many products such as soaps, detergent
powder and cosmetics are known in the market
by their brand names e.g. Lux, Rexona, Colgate
etc.
 CHARECTERISTICS OF A GOOD
BRAND NAME
 DISTINCTIVE
SUGGESTIVE
APPROPRIATE
ADAPTABLE
EASY TO REMEMBER
REGISTRABLE
 ADVANTAGES OF BRANDING
Easy identification
ADVERTISEMENTS
BUILD CORPORATE IMAGE
MARKET SEGMENTATION
CONSUMER PREFERANCE
 BRAND STRATEGY DECISION
LINE EXTENSIONS
BRAND EXTENSIONS
MULTIPLE BRANDS
NEW BRANDS
LINE EXTENSION
BRAND EXTENSIONS
MULTIPLE BRANDS
NEW BRANDS
 BRAND IMAGE
Brand image means the impression which the
consumer develops about a particular brand used by
a manufacturer. It is a mental picture of the product
developed among the consumer over a period of time.
DEVELOPING A BRAND IMAGE
Various factors affecting brand image are:
MEDIA USED
PERSONALITY USED
SYMBOLS
SPONSORING OF EVENTS
PRICE
PRODUCT
PACKAGING
DISTRIBUTION
COMPANY
 WHY SHOULD A BRAND IMAGE
DEVELOPED?
Competitive products are not identical in their
quality and use
Consumer goods are sold on the basis of their brand
image
It brings stability to sales
Helps in boosting volume of sales
 BRAND FATIGUE
It takes place when the sales of products sharply
decline over a period of time.
 ADVANTAGE OF BRAND
PERSONALITY
Creates favourable brand image
Helps to face market competition
Acts as a positive selling points
Provides psychological satisfaction
Facilitates sales promotion
Facilitates selection of appropriate advertising media
 PRODUCT POSITIONING
It refers to the position or image which a project
enjoys in the minds of present and potential
customers
 POSITIONING STRATEGY
Positioning by price and quality (example: only a few
high priced homes in Pune)
Product use strategy
Positioning by user category
Positioning by product class
Positioning by cultural name
Positioning by product benefit
Positioning by competitor
UNIQUE SELLING PROPOSITION