CONCEPT OF BRAND

❖ The brand is any service, product or concept which is publicly different

from that of other services, products and concepts so that it can be
communicated as well as marketed easily.

❖ The brand name is the name of that distinctive service, product or concept
and branding is the process of creating and distributing the brand name.

❖ Usually, brands are protected from being used by others through a service
mark or a trademark from an authorised agency which is usually affiliated
with the government.
 DEFINITION OF BRAND

• Branding is the name, design, type, symbol or any

other features which tend to distinguish a tangible
product or intangible product, service or concept from
that of its competitors in the eyes of customers.

• With time, the image of the product, service or

concept is associated with a certain level of quality,
credibility and satisfaction for the customers.
❑ Brand Name: It is that name which is given by the manufacturer or maker of the product or a range of
products. A brand name is most often trademarks.

❑ Brand Attribute: This includes brand characteristics and its core values. Brand attributes include
consistency, credibility, sustainable, relevancy and appealing.

❑ Brand Positioning: This involves determining where the brand is standing in the competitive market.
Positioning is that unique or distinctive position that the brand holds in the market or in the mind of
consumers.

❑ Brand Identity: This is the way in which any business perceives its brand. This is basically the image of
the brand from the point of view of its maker and how the maker wants it to be perceived by consumers.

❑ Brand Image: It is the perception of customers about a particular brand. It is basically how consumers
perceive the brand.

❑ Brand Personality: Brands also have the characteristic to speak and behave with customers. Brand
personality can be associated with human personality traits such as the brand of being caring, luxurious,
honest, etc.
❑ Brand Awareness: This refers to the degree to which customers are familiar with a particular brand.

❑ Brand Loyalty: This refers to the tendency of a particular group of customers who will continue buying the
particular brand instead of other similar brands in the market.

❑ Brand Association: Brand association is a link which a customer creates in his mind about the brand. This
link should be positive so that the brand is perceived as positive.

❑ Brand Equity: This is the impact a brand can impose over the purchasing decision of a customer.it is a set
of brand assets and liabilities which can either add or subtract from the brand value.

❑ Brand Extension: This type of branding strategies basically uses a well-established brand name
for launching a new product or new product category.

❑ Co-Branding: This is amongst brand management strategies which make use of multiple brand names of a
product or service as a part of a strategic alliance.

❑ Sonic Branding: This refers to the use of sound in advertising a particular product or service. The
underlying concept is that when a customer hears that sound, they will think of that particular product
 BRAND SEGMENTATION

❖ The process by which brand reaches its desire consumer is called segmentation.

❖ The process of subdividing and defining a large is called segmentation. It is done in

homogenous market with clearly identifiable segment.

❖ Segmentation is the idea that if every customer is different, then business should
address them differently, with different products, through different distribution
channels, at different prices, and with different messages.
GENERALLY THERE ARE FOUR TYPES OF SEGMENTATION
Demographic segmentation
Psychographic Segmentation
 BRAND TARGETING

❖ Targeting a market is the larger process of marketing to a

target consumer -- it includes both the research of market
segmentation and the practice of brand positioning.

❖ Targeting in marketing is a strategy that breaks a large market

into smaller segments to concentrate on a specific group of
customers within that audience. It defines a segment of
customers based on their unique characteristics and focuses
solely on serving them.
 TARGETING

Strategy Target Market Example

Mass marketing Everybody everywhere Target

Large groups within the total

Differentiated marketing Costco, Sam’s Club
market
High penetration within smaller,
Concentrated marketing Trader Joe’s, Whole Foods
specialized segments
Individual customers or localized
Micromarketing Groupon
microsegments
 Positioning
▪ Brand positioning refers to “target consumer’s” reason to buy your brand in preference to
others.
▪ It is ensures that all brand activity has a common aim; is guided, directed and delivered by
the brand’s benefits/ reasons to buy; and it focusses at all points of contact with the consumer.

▪ Brand Positioning can be defined as an activity of creating a brand offer in such a manner that
it occupies a distinctive place and value in the target customer’s mind.

▪ A strong brand positioning directs marketing strategy by explaining the brand details, the
uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for
buying and using that specific brand.

▪ Brand positioning uses advertisements and other communication to create an image in the
consumer’s mind – called a brand – that the consumer associates with the products or services
offered by the business.
▪ By design, brand positioning caters to the interests, needs and tastes of the consumers in the
target market.