INTRODUCTION TO BRANDING

“The act of giving a company a particular design or symbol in order to advertise

Its products and services” from Cambridge Advanced Learner’s Dictionary.

“A brand is a name, term, sign, symbol, design, or a combination of them

intended to identify the goods or services of one seller of the product” PHILIP
KOTLER.

A brand is a reason to choose – CHERYL BURGESS

A brand is a name, sign, symbol, slogan or anything that is used to identify and
distinguish a specific product or business. A legally protected brand experience. The
psychological aspect sometimes referred as to brand image, is a symbolic construct
created within the minds of the people and consists of all the information and
expectation associated with a product or service.

People engaged in branding seek to develop or align the expectation behind the brand
experience, creating the impression that a brand associated with a product or service
has certain qualities or characteristics that make it special or unique. A brand is
therefore one of the most valuable elements in an advertising them, as it demonstrates
what the brand owner is to offer in the marketplace. The art of creating and
maintaining a brand is called brand management. Orientation of the whole
organization towards its brand is called brand orientation.

Careful brand management seeks to make the product or services relevant to the target
audience. Therefore clever crafted advertising campaigns, can be highly successful in
convincing consumers to pay remarkable high price for products which are inherently
extreme cheap to make. This concept is known as creation of value, Essentially
consists of manipulating of the product, so that customers sees the product as being
worth the amount that the advertiser wants the customer too see it, rather than a more
logical valuation that compromises an aggregate of the lost raw material , plus the cost
of manufacturing, plus the cost of distribution. Modern value creation of Branding and
advertising campaigns are highly successful.

Example: - A branded t-shirt cost 50$ whereas the same t-shirt without brand cost 5-
cent.

Brand should be seen as more that the difference between the actual cost of the
product & its selling price. They represent the sum of all valuable quantity of a
product to the customer.
NEED AND IMPROTANCE OF STUDY

The basic need of the study is to understand the need of branding of the product
and to identify various gaps. It also had put light on the places of improvement
in brand management, in branding strategy, band awareness, brand response,
brand positioning, brand image, brand equity, brand relationship (public
relation) adding on the recent market cut throat competition and trends. It also
helps in evaluating brand portfolio, brand life cycle, brand audit and equity. The
study also stated the differentiation created by various brands, the various
pricing, promotional and distribution strategies. The various advantages that an
organization drives being a brand like value creation, preference and loyalty,
high profits etc.

SCOPE OF THE STUDY

 The study is conducted with in the limited areas and it was conducted to
find the influence of branding in present day competition.
 The area of study is to consider being in two divided distended areas.
 In the study an attempt has been made to know the actual implementation
of brand communication process in general.
 Some other aspects are also covered such as awareness, advertisement,
value creation, etc. and its appraisal system in particulars.
 Aspects to improve and promote brand and its strategies.
OBJECTIVE OF THE STUDY

 To study about the role of branding in product success.

 To identify the promotional tools & media through which custom can be
known about brand.
 To ascertain customers awareness about the brand.
 To determine the role of advertisement in making brand strategy.
 To identify the factors influencing the customers purchasing decision.
 To evaluate or need of brand ambassadors influence in purchasing decision.
 To study the promotion activities of branding.
 To identify impact on sales and revenue generation from marketing of brands.
 To study the study effect of brand strategic schemes.
 To study the customers satisfaction & loyalty towards brand.
 To study the effects on advertisement on brand promotion.
RESEARCH METHODOLOGY
A brand can convey up to six levels of meanings

1. ATTRIBUTE
2. BENEFITS
3. VALUS
4. CULTURE
5. PERSONALITY
6. USER

PRIMARY DATA: - The primary data of the project regarding branding and
various branding strategies and their influences.
SECONDARY DATA: - The secondary data of the project regarding branding
were collected from various websites, written literature and magazines.

THE respondents are the customers of the firm & different branch managers of
different branches. The study was done with a sample size of 100 with the help of
questionnaires with which the research was accomplished.
LIMITITATION OF THE STUDY

 As the time given for the completion of the project was limited.
 The survey was limited with in Hyderabad only.
 There may be some opinions which might have been missed out.
 The time was limited to 45 days.
 Though the customers did not wanted to give information as it wastes their
business hours.
 The accuracy of the answers depend upon the mode od the interest of the
respondent.
 Process of the study/survey was limited to some customers.
 Due to constraint of time the surveyed city was selected, so it cannot be
claimed to be a comprehensive study of the population.
BIBLOGRAPHY

 PHILIP KOTLER 2000/e – Marketing Management

 PHILIP KOTLER & GARYARM STRONG – Principals of Marketing
 G.C.BERI – Marketing Research

WEBSITES
 http:/www.360-IBM.com
 http:/www.Isixsigma.com
 http:/www.wikipedia.com
 http:/www.google.com
 http:/www.marketing91.com