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Report

On
Branding

Platinum
A study on “Branding”
MKT (301)
Marketing Management
Prepared for
Dost Md. Samsuzzaman (Ronik)
Faculty
College of Business Administration (CBA)

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....................X Brand Equity…………………………………………………………………………….................................................................I B.II C.............VII 2......................... Preparatory Part: A... Student Declaration ........V F........................................………………........…........ Empirical Part of the Report: Introduction ……………………………………………………………………………….....VI G..... Sazzad Hossain( Group Leader) Ashikul Islam Kazi Rabeya Sultana Esrat Jahan Md..................................................IV E... Title Page ……………………………………………………………………….... Table of Contents………………………………………………………………………III D...........................................…....................... Group & member’s Name...............................…X ii ............. Touhid Hasan Program BBA BBA BBA BBA BBA Section C C C C C ID# 10302126 10302022 10302112 10302151 10302078 IUBAT-International University of Business Agriculture and Technology Date of Submission: 23 july 2011 Table of contents Topics Page No 1. Executive Summary ..................................................Prepared by Platinum Group members are SL: 1 2 3 4 5 Name Md..........................................VII Definition ………………………………………………………………….. Letter of transmittal ............ Acknowledgements .............

.. For your kind consideration we would like to mention that there might be some iii .................. Samsuzzaman (Ronik) Faculty College of Business Administration (CBA) International University of Business Agriculture and Technology 4 Embankment Drive Road..XV 3..... Ending Parts: Conclusion…………………………………………………………………………….............XIII Branding Strategy .............…XVI Bibliography……………………………………………………………………………. Uttara Model Town Dhaka-1230 Subject: Submission of Report.....XI Brand Promise………………………………………………………………………………XII The reasons for branding………………………………………………………………….XVI Letter of Transmittal 2nd April 2012 Dost Md...........X Brand Elements……………………………………………………………………………............XIV The 10 Most Valuable Brands………………………………………………………….... Sector 10......XII Brand Sense………………………………………………………………………………........ It is the great pleasure for us to have an opportunity to prepare a report on” Branding”........ We believe that the experience we acquired from this job is not only important for completing our course but also it is an invaluable asset for our future life....Choice Criteria Brand Element……………………………………………………………...... Dear Sir... With due to respect we are the student of MKT 301: Marketing Management........... We tried our best to fulfill the requirements of this report..XIII-XIV Factors Influencing Branding Strategies……………………………...XIV Advantages of Strong Brands……………………………………………………………..............XII Building a Brand by seven Guidelines………………………………………………..........

financial condition and our time limitation. We hope you will consider our mistake. Sazzad Hossain (group leader) Student Declaration I am declaring that this report on the topic of “Branding” has only been prepared for the course requirement MKT 301: Marketing Management. It has not been prepared for any other purposes. Sincerely yours. iv . We are available for any quarry.mistakes due to limitation of our knowledge. Working with such an interesting job we are very happy.

Acknowledgement All praise to almighty Allah. v . We are also grateful to lab and library from which we got so much information. we would like to pay our gratitude and respect to some persons for their immense help and enormous cooperation. In the process to doing and preparing my report. First of all we would like to pay our gratitude to our respectable instructor Dost Md. Samsuzzaman (Ronik) who gave the opportunity of making the report on “Branding”.

So my study is all about “Branding”. Brand has a great impact on market and customer mind.Executive summary: In today’s scenario. So it is very necessary for the company to know what the needs are and wants of the customer. vi . favorable. and unique brand associations in memory. A Brand company can adopt to sight the competition. Customer holds some strong. every company wants to compete with others to remain in the market. what is the preference of customers it is very important for a company to know which product is preferred by the customer on which basis. This study says that how build a good Brand to compete the market.

packaging and design. Branding is an integral part of the overall marketing strategy. vii . For the consumers a brand name is a means of identification of products as well as means of differentiation of the branded products from its rivals.Introduction: “Branding is the process by which companies distinguish their product offerings from the competition. A brand can provide a guarantee of reliability and quality. Brands are created by creating distinctive name.” •Brand signifies reputation and symbolic meaning attached to a brand. •Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product.

symbol. sign. intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competition. term. or design. or a combination of these.” A brand is thus a product or service that adds dimensions that differentiate it in some way from other products or services designed to satisfy the same need.Definition: Brand“A name. Brands can express six levels of meaning: Attributes Benefits Values Culture Personality User viii .

" but from great customer experiences. and imagery of a preferred source. Brand strength is the consequence of your actions -.it's your reputation boiled down to a name and logo. The Role of Brands: Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium BRANDINGBranding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too. Branding protects a seller's products against those marketed by competitors and imitators and helps consumers identify the quality. The most powerful brands don't come from "marketing. Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product. a brand cannot be built it has to be earned. Branding is really meansA reputation Mark of trust & reduced risk Unwritten warrantee Long term vision A living memory A contract ix . consistency.In high tech. Branding is an effort to give a unique identity to the company’s products and create emotional associations with consumers.

which may be reflected in the way consumers. and act with respect to the brand. service. Choice Criteria Brand Element:  Memorable  Meaningful  Likeability  Transferable  Adaptable  Protectable Brand Elements: Branding is vary general term converging  Name Brand  Designs  Trademarks  Logo& symbols  Character  Color  Slogans A brand image distinguishes a company’s product from competing products in eyes of the user. product. concept  Logo: The visual trademark that identifies the brand x . feel. Brands are spread through various elements:  Brand Name: The word or words used to identify the company.Brand Equity: Brand equity is the added value endowed on products and services. think.

Building a Brand by seven Guidelines: xi . which helps to create a customer loyalty to the brand.  It reduces the importance of price differentials between goods. Branding is necessary to create a separate product identity.  A Brand image promotes an idea of products. Catchphrase: "The Quicker Picker Upper" is associated with Bounty.  Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.  Advertising needs a Brand name.  Branding makes market segmentation easier.  Brand loyalty in customers gives a manufacturer more control over marketing strategy.  Slogans: We try harder We’ll pick you up Nextel – Done Zoom Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices Brand Promise: A brand promise is the marketer’s vision of what the brand must be and do for consumers The reasons for branding:  IT is a form of production differentiation. "Can you hear me now" is an important part of the Verizon brand.  Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand.  Designs: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle is trademarked elements of those brands.

Rahman  Features-Kishor with Asha Voshle  Conformance quality –Must know who is singer (Asha Lata)  Reliability-What is purchasing(country music)  Durability-Shandha.  Brand extension: xii . Marks & Spencer. -Image of family brand applicable across a range of goods.Performance Features Conformance quality Reliability Durability Style & design Example:  Performance.g.A.R. Johnson & Johnson. e. Sachin (3 decades) (Performing together) Brand Sense: Sound Sight Smell Taste Touch Example: AutomobileSound Sight Touch Branding Strategy:  Family branding: -The power of the family name to help products.

developed image uses the same brand name but in a different product category. Uniliver.Brand extension is a marketing strategy in which a firm that markets a product with a well. Crown.g. Pizza Hut & Pepsi  Brand positioning: Three levels of positioning: Product attributes Least effective Benefits Beliefs and values Taps into emotions  Brand Name Selection: Good Brand Names: Suggest something about the product or its benefits Are easy to say.Close up. Sprinter. Starlet )  Co-Branding: Two companies join to create a new product carrying both their brands. recognize and remember Are distinctive Are extendable Translate well into other languages Can be registered and legally protected  Brand Sponsorship: Manufacturer brands Private (store) brands Costly to establish and promote Higher profit margins Licensed brands Name and character licensing has grown Co-branding Advantages / disadvantages xiii . pepsodent   Line Extension: When some brand used in same purpose come from same category with some difference.g. e. Multi Brand: When a company introduces more than one brand in the same category.g. McDonalds & movie Mulan. Toyota (Corolla. e. McCains cake and KFC. e.

Factors Influencing Branding Strategies: Market Size Competitive Situation Company Resources Product Newness Innovativeness and Technology Advantages of Strong Brands: Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger margins More inelastic consumer response Greater trade cooperation Increased marketing communications effectiveness Possible licensing opportunities The 10 Most Valuable Brands: Brand 2006 Brand Value (Billions) Coca-Cola $67.00 Microsoft $56.13 Toyota $27.20 GE $48.85 McDonald’s $27.91 Intel $38.32 Nokia $30.94 Disney $27.13 xiv .50 MercedesBenz $22.93 IBM $56.

pearsoned.co.com.in/philipkotler Library. Branding gives some advantage for the brand product. So a company should careful about Branding.google.com www.ask.] Conclusion: In the market there is lot of competitor. There is some step to establish a good brand and some factors that influencing Branding Strategies. Bibliography: http//www.http//www. Branding helps to established a product in a competitive market. xv .