Branding-The

process involved in
creating a unique name
and image for a product
in the consumers' mind,
mainly through
advertising campaigns
with a consistent theme.
Branding aims to
establish a significant
and differentiated
presence in the market
that attracts and retains
loyal customers.
-Is a name, term,
sign, symbol or
design, or a
combination of
them, intended to
identify the goods
or services of one
seller or group of
sellers and to
differentiate them
from those of
competitors.
-A
strong
brand
is more
than
just a
logo.

- A brand is a
complex combination
of images and
experiences in the
customers’ minds and
expresses a promise
given by a specific
enterprise on a
specific product;
accordingly, a brand
is a kind of quality
 approval (Keegan and
Green, 2005).

Brand elements

Brands typically comprise various

elements, such as:
Name: the word or words used to
identify a company, product,
service, or concept
Logo: the visual trademark that
identifies a brand
Tagline or Catchphrase: "Just Do
It" Nike
Graphics: the "dynamic ribbon" is
a trademarked part of Coca-Cola's
brand
Shapes: the distinctive shapes of
the Coca-Cola bottle and of the
Volkswagen Beetle are
trademarked elements of those
brands
Colors: the instant recognition
consumers have when they see
Tiffany & Co.’s robin’s egg blue .
Tiffany & Co.’s trademarked the
color in 1998.
Sounds: a unique tune or set of
notes can denote a brand. NBC's
chimes provide a famous example.
Scents: the rose-jasmine-musk
scent of Chanel No. 5 is
trademarked
Tastes: Kentucky Fried Chicken
has trademarked its special recipe
of eleven herbs and spices for fried
chicken
Movements: Lamborghini has
trademarked the upward motion of
its car doors.
Process of creating
entrepreneurial brand requires
specific attention. In this aspect, it
is possible to handle the related
process in 5 stages (Crane, 2010,
pp. 125-127):

1. Determining all possible

branding choices considering the
customers, competitors and all
enterprise. By
this way, choosing the most
appropriate brand which both puts
forth the strengths, meets the
customer needs and creates
competition opportunity.

2. While combining the brand with

benefits the customers seek in
goods and services, making a
brand
positioning in a way to touch the
hearts and minds of the customers
on the other side. By this way,
binding the brand with the
customers at deeper levels.
3. Constituting the name and
identification of the brand within
the framework of the strengths of
the enterprise which are believed
to be valued by the customer or
within the framework of the
strengths of the goods and
services and while doing this,
preferably regarding the
suggestions of the customers. By
this way, being able to obtain
valuable feedback on the
compatibility of the name and
identification of the brand.
4. Determining the most
appropriate branding strategy for
the enterprise. And while doing
this, paying attention to two basic
branding choices as company
brand and individual brand.
5. Designing a brand
communication strategy which
shall transmit a continuous and
stable message on the brand.
Brand architecture is an
approach for designing and
managing the brand portfolio
of the enterprise and it helps
in taking proper branding
strategy decisions.
1. Corporate Branding - Branded
House:
- This strategy includes all
produced goods and services of a
single brand. In other words, the
enterprise gathers and manages all
presentations under a single
umbrella.
2. Individual Product/Service
Branding - House of Brands:
This strategy is related with
creating and managing
independent brands to increase
the effect on a section of the
market.
Strategic Brand Management
1. Brand Positioning
• Who the target consumer is
• Who the main competitors are
• How the brand is similar to
these competitors
• How the brand is different from
them
2. Brand Marketing
- This involves marketing through
various media.
•Advertising
television, radio, print, direct response, interactive
•Sales Promotion
•Event Marketing and Sponsorship
•Public Relations and Publicity
•Personal Selling
3. Brand Performance and
Analysis
- Brand evaluation is vital to the
success of the brand. It enables
brand owners to see where the
brand’s strengths and
weaknesses lie.
4. Building Brand Value
- Brand building takes decades. A
company which is one or two
year old, will not be able to offer
too much of value to the
customer. It has to make do with
whatever it has. So to increase
the value of the brand, the
company has to enter new
products and possibly new
markets.