Branding

Branding
• Name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competition. - AMA
Roles Brands play
For consumers

• Identification of source of product & product manufacturer

• Risk reducer
• Search cost reducer/Aids repeat purchase
• Promise and bond with manufacturer of product
• Symbolic device
• Signal of quality
• Give Personality
For manufacturers

• Means of identification to simplify handling or tracing

• Means of legally protecting unique features
• Signal of quality level to satisfy consumers
• Source of competitive advantage
• Help to segment the market
• Source of financial returns
• Symbol of ongoing promise
Types of branding
• Manufacturer/corporate branding- Corporate brand: Organisations
following this approach, use one corporate name across all its
products. Heinz would be a classic example of this unified approach.
Individual products merely carry a descriptive name under the
corporate umbrella Heinz brand, hence Heinz Baked Beans, Heinz
Cream of Mushroom Soup, Heinz Tomato Ketchup.
• Own brand product-Private branding
(distributors own brand): An
organisation may decide to supply
private brands in particular retail
brands. In this case the private brand
is owned and controlled by the
distributor who will make decisions
regarding the product’s position in
the market.
Benefits of branding
• Added Value: Difference between the selling price and the cost of
material brought in. Samsung (Material)= Apple
• Ability Charge premium price: Higher price will result in higher
profitability
• Reduce price elasticity of demand
• Customer Loyalty
• Good image
Building a brand
• Exploring unique selling point: It details the product features or
attributes that differentiate one product from another (Fill, 2009).
However, a USP can also be based around packaging or distribution,
especially in the case of mature products where there is otherwise little
differentiation between offerings
• https://youtu.be/a11wlngpuSY
• https://www.youtube.com/watch?v=p5c7_aXdXds
Advertising
• Producing paid material to inform public of a product or service.

• https://youtu.be/XcbSCnUXOkk
Sponsorship
• Sponsorships are the financial or in-kind support of
activities. Businesses often sponsor events, trade shows,
groups, or charity causes to reach specific business goals
and increase their competitive advantage.
• Shape consumer attitudes
• Build brand awareness
• Increase reach
• Generate media exposure.
• Differentiate yourself from competitors.
• Take on a "corporate citizen" role
• Generate new leads.
• Enhance business, consumer, and VIP relationships.
Social Media
• a form of internet marketing that involves creating and sharing
content on social media networks in order to achieve
your marketing and branding goals.
Question 1
• https://www.youtube.com/watch?v=duQow41bTx0
Modern Trend in branding
• Viral Marketing : Viral marketing is a style of promotion that relies on
an audience to generate the message of a product or
service. Marketing is considered “viral” when it reaches the point
where it's being shared by the public at large rather than just its
target audience.
• Emotional branding:
• Social media : Facebook ZOOM TEAM (Office)