A

Project on

"Creating your own brand"

SUBMITTED BY
Madhuvan Bihari Bajrangi
Roll No: 200714008

System id: 2020478690

Under the guidance of

Mohammad Ciddikie

SHARDA
UNIVERSITY
Beyon d Boun daries

School of Basic Sciences and Research

Sharda University
Plot no: 32,34 Knowledge Park 3, Greater Noida-201306

1
 INTRODUCTION:

student of Sharda University pursing BSc Physics

My name is Madhuvan Bihari Bajrangi. I am a

and on this paper, I will be writing about the various steps and strategies that I will take to create

my own brand and make it a success globally.

Jeff Bezos
Personalily, I believe that brand is more important than creating a business.
creating a

nas well said that brand is what people say about us in our absence and this is what that solely

matters. At the same time the brand must be useful for the people and filling up the gap which

other brands probably failed to do.

am very fond of running and I understand the importance of shoes and so for this project the

product which I will be making are shoes and the name of my shoe will be- Blix.
Contents
Part 1

Identifying my strengths
Researching my target audience and analyzing my competitors

Choosing a business name

Creating my logo
Writing my slogan
Applying for trademark

Part 2

Branding challenges and opportunities

Creating a positive brand imnage

Creating a strong brand equity

. Brand extension

Maintaining my brand

Brand architecture

Brand reinforcement

Brand revitalizing

Brand repositioning

Rebranding
 Part 1

Identifying my strengths:
Before creating a successful business, one must first find out their strength and passion. They must
see the things they are good at and the things they actually want to do. This is the most important
Toundation for brand building. As Steve Jobs said that in order to be extraordinary in your work
you must first love it.

n
my case, I am a
sporty person and running a mile a day is my daily ritual and so for obvious
reasons I have a wide
collection of shoes-Nike, Puma, Adidas and I observe
the quality and
detailing of shoes with great interest like toe box, heel
collar, weight, achilles tendon protector etc.
A single shoe cannot
give all the benefits, if it focuses on one thing then the
other features usually-
go down. Also based
upon our
requirement different shoes will suit us. So, the
will be
making are shoes as I am genuinely fascinated its product which
by designs and qualities andI woulc
definitely give my full effort ifI would have to build a
strong brand out of it.
 Researching my target audience:
We can spend all ofthe time and money in the world generating the great content material, however

it all is going to waste if it fails to reach the proper target audience. So, before we invest all that

advertising substances, it's an amazing idea to determine our

attempt, time, and assets on our

audience, find out how to efficiently reach them, and figure out in the event that they discover our
content material appealing to start with.

Finding the proper audience in our commercial enterprise doesn't mean we're closing doorways
market
on people who don't fall beneath our standards of the proper purchaser. Instead, target
research lets us direct our advertising and marketing sources and emblem message to a specific

demographic that's more likely to purchase from us than other target audience segments.

the of our
This can be done by conducting research and studying industry trends. Studying move

and understanding the factors in which they are focusing can also be helpful. Using
competitor
data on the type of costumers that visit our website. It can
google analytics can give us tremendous
coming and what type of content they are
help us in knowing from which platform they
are

consuming.
marital status
the demographic factors like age, gender, income, hobbies, education level,
Knowing
audience.
etc. of our customers can also
be helpful for reaching out for our target
 Creating my logo:
BLI
The full form of logo is Language of graphics-oriented. A logo is a recognizable symbol that
identifies a company, a product or any public or private entity. lt must be simple, relevant and
memorable.
This will be the logo design that I will be using as the letter B' gives an image of a running track
and it gives a glimpse about my product. I have used bold font to give it a catchy look and green
color because it gives us the feeling of freshness. It is an extremely versati le color and can work
for any brand easily. It is perfect for anyone who wants to connect with the nature. This logo
basically, a combination mark which means it combines a symbol with a word mark to create
recognizable logo.
to
nd
 Applying for trademark:

rademark is kind of Intellectual in form of call, word, label, logo

a
Property of a business a

slogan, image, numeral or tool used to distinguish its goods or services from the other items or
services of similar form or use. A Trademark, whilst registered, will become the Intellectual

Property Used for business purposes by way ofthe company and offers certain Intellectual Property

Rights (IPR). These IPRs prevents each person from using, selling, copying or distributing the
registered Trademark without proper permission or license.

Using an indicator logo and call for our corporation is the first step of our proactive plan for stay1ng

beforehand of the competition. Industry experts says that customers also

are encouraged by
business emblem name and brand. Company call and emblem is unique for each enterprise this is

legally registered beneath The Companies Act 1956 and is secured from competitors beneath the
Trademark Act, 1999.

A trademark helps us to keep our logo and other legal papers safe and develop a trust in the

customers. It is a precious asset to the corporation. It facilitates the commercial enterprise to grow.
Trademark is a mark of trade for a prominent organisation. Trademark can be a name (Raymond
Veil), surmame (Bajaj), word (Flinto), letters (HDFC) or maybe numbers (555). t may even be a
image, form of goods, use specific coloration scheme or a aggregate of any of these.

So, I will be filling a trademark application form for my logo, labels etc. to keep my intellectual

properties safe.
 Part 2

Branding challenges and opportunities:

of product or service which we are

Branding is the process of making the world aware our

the market. It invokes a positive

providing. It is an exercise that creates a lasting impression on

feeling regarding the brand in the minds of the customers.

Branding challenges
lot of time and money in it but brands
1) Cash: For the blooming ofa brand, one must invest a
take a lot of years to establish. So, it requires a great deal of patience.

quit in the
2) Consistency: Building a brand requires great deal of patience and people usually
closed on the
middle of the process. In a study it was found that most of the startups gets

first five years of working.

level of competition going on in the market and all different

3) Clutter: There is a high
thing. In
different than the others but ironically selling the same
companies promise to be
this case one must have to use all innovations and stand out from the crowd.

Customers are exposed to all different kinds of brands and in such cases

4) Connectivity:
other brands. So, one must take appropriate
connected to some
customers might get
measures to create brand loyalty.

their link with their customers and

Communication: A brand must be able to establish
5)
create a strong brand association.

Branding opportunities
one's brand. And with various
1) Social media: Social media is a great way of promoting

options we can show ads to the target audience.

for our product should feature our product

which we use
2) Packaging: The packaging
our contact
information.
and perhaps even
 3) Signs: If our company have some vehicles or workers then there must be signs and

logos on it so that it gets stick in the customer's mind.

4) Business cards: We must create business cards with our company details on it so that

we can hand it easily who might be interested in our company.

Keeping all these points in mind I will try to solve the branding challenges and use every

opportunity to promote my brand. For instance, having a business card, having a proper packaging
of my products with my company address and mail id on it.
 Brand lmage:
Brand Image is how clients think about an emblem. It can be defined as the belief of the brand in

the minds of the eustomers.

This photograph develops through the years. Customers form a picture based totally on their

nteractions and experience with the brand. These interactions take area in many paperwork and

not necessarily involve the acquisition or use

of services and products
motives. A
Every Cmpany strives to build a robust photo as it helps in satisfying their enterprise
robust logo picture has the subsequent blessings
More profits as new customers are drawn to the brand.

Easy to introduce new products below the equal emblem.

Boosts the confidence of current customers. Helps in preserving them.

Better Business-Customer relationship.

Steps to build brand image

audiences. Our goal audiences

Identify o u r Key Audiences: The first step is to discover our target
will include a mix of external and inner corporations, together with clients, companions, industry

analysts and employees. specific when defining our audiences. We want

It's necessary to be very
on to craft an effective advertising and marketing
readability about the corporations we are focused
strategy as a way to talk immediately to their particular wishes and worries.

Determine Critical Business Goals: We ought to understand the direction in which we are goings
brand image without knowing our short-term and lengthy-
before we may get there. Building a

is useless and a waste of precious resources.

term business goals

Brand Persona: Once we've got decided our key audiences and critical enterprise
Define our
should appeal to customers
begin to build out our emblem character. Our personality
goals, we can

and product blessings. Since our logo personality

and articulate our most important differentiators
defines our image, it's vital to keep it simple and applicable.
 Develop hey Messaging: Ater we've delined ur brand chancier and picture, we must documcnt

our key nnessagesand align them together with oun audiences Our key messages may be the most

crcal takeaways we need our target market to walk away with alter interacting along with our

ogo. They should comprise the particular factors of our commercial cnterprise and cost delivered
to elients, with a touch of our logo persona.

Next Steps tor Solidity ing onur Brand lmage

Atter we've got drilled down and laid the foundation for our emblem picture, we can ramp up our

merchandising sports to build a devoted client following and generate income. By integrating the
underneath emblem, call for and event channels, we'll be capable of selling our brand on a wide
scale:

Public Relations: PR disseminates our key messages and organisation news in online blogs,

alternate guides and information shops. By positioning our business enterprise as a thought chief

and professional supply on breaking information and developments, PR can enhance our logo
image and lift recognition.

Social media: Social media is a precious tool for sharing facts applicable for our enterprise and

interacting with customers and influencers to our discipline. A study social media presence can
notably boom internet site visitors and enhance our picture with both new and current clients.

Awards: Awards are extra than simply participation trophies. A solid awards strategy assists
build credibility via 1/3-celebration validation so as to make our logo stand out to goal audiences.

Content: Content is the fuel that drives integrated PR and digital marketing activities. To elevate
our emblem profile, we'll need to deliver a regular movement ofwhite papers, contributed articles,
blog posts and other wealthy content material belongings to target audience segments.

Paid Marketing: Paid advertising and marketing facilitates construct brand attention along with
our target audience on systems they consider. A sophisticated paid marketing strategy can reach
granular target market segments to without delay have an impact on shopping conduct.

Search: Search Engine Optimization (SE0) is a tactic that improves our organization's ranking
on famous search engines like Google. To make an efifect with key audiences. we'll need to rank
 the amount of traffic for our corporation
properly for precise keywords and key phrases. increasing
website and other digital property.

ROI. With strategic use, electronic mail will

Email: Email is a treasured channel for maximizing
assist us supply relevant content material to our goal audiences

with each
Events: Events are an important channel for constructing meaningful relationships
potential and current client. Both virtual and in-character events can provide dating-building
opportunities that digital advertising can't replicate.

Walker Sands is a main incorporated marketing business enterprise with a established tune report

channels to deliver extraordinary results for our B2B and

of mixing emblem, call for and event

generates leads.
technology Designed to sell our emblem photograph, our approach
customers.

shortens income cycles and speeds up commercial enterprise growth.

be keeping these things in mind to create a positive brand image for my product.
I will
 Creating strong brand equity:

Brand equity is basically the value of a brand. It is can also be said that it is the difference between
without that brand name attached to
the value of a branded product and the value of that product
and profit margin of the
t. Creating strong brand equity is important as it increases the revenue

and services delivered.

company which can be again invested in improving the product

In my case I will be creating a strong brand equity by the following ways

Brand Awareness: Until and unless people know about my brand there is no chance of creating

equity. So, I will be using advertisements both online and offline to make my brand known.

Customer experience: By giving my customers best experience in my services and products.

Thereby creating brand loyalty.

Analyzing customers: By understanding why my customers are choosing my competitors product

I can understand my drawback and rectify it.

Customer retention: I will try keeping customer retention as high as possible so that the investors

consider investing in my company.

Perceived quality: I will keep the pricing reasonable so that the customers won't feel that I am

charging too high.

USP: I will be creating a right and positive USP for my company.

Brand extension
positive brand image and strong
create a
in the market and
T nave well established my product that I must keep
in
fields. The thing
to extend my product
in s o m e similar
equity then I would try initial work i.e.
shoes
different from my
field completely be
must not
mind is that the new
otherwise it may fail miserably.
shoes are closely
industry, as both socks and
extend my brand to socks
From shoe industry I can
customer
to good create
materials, I would try
inked with each other. By using the finest field.
in this
tactics here and try to
successfully establish
experience and using all my previous
it is already set in people's mind that I not
I can also extend my brand to making of track suit as
socks comes under cloth
and since
make good quality of shoes but also good quality of socks
only
extend it to some other clothes like track suits.
category, I can
dresses like jeans, t-shirts, shirts
then I can try making other
Ifmy track suits business is a
success
andslowly extending to all other fields.
 Maintaining my brand

Brand architecture:

Blix Blix
Footwear Glasses

Blix Blix
Track suits Denim

When I have extended my brand in many different fields then I would require various brand names

for them. So that these many brands don't create any confusion I would require a proper brand

architecture.

There are mainly three diferent types of brand architecture- branded house, house of brands and
endorsed brand.

Out of these I will be using branded house. Here the name of the parent brand is mentioned along
with its sub-brand. For e.g. By
using the name of my initial brand I can name my brand extension.
By doing this each of the sub-brands benefits from the
reputation of the main Blix brand. This type
ofarchitecture is called branded house.
Brand reinforcenment:

the brand alive

Brand reinforcement majorly focuses on maintaining the brand equity by keeping
the
This can be done through consistently conveying
among both the existing and new customers.

meaning of brand in terms of:

the demands?
What are the products under the brand? What are its core benefits and how it satisfies

enables a customer to make a strong, uni1que

How is the brand different from other brands? How it

and favorable association in their minds?

life-cycle viz. introduction

It includes regular monitoring of a product a all the levels of product

and decline stage to keep a check on the changes in the tastes

stage, growth stage, maturity stage,
and preferences of customers.

products with time to keep it alive. Also, by advertising

I will try to do this by innovating my

exhibition, event and sponsorship, showroom layout and promotion.

 maturity
stage
reaches
the
Brand revitalizing when the product
adopted
strategy
marketing
revitalizing
is the
Brand drastically. 1.e.
have fallen o f equity
and profits the
sources
life cycle
ofproduct
secure
market and
back in the
product
attempt to bring the
It is an
because of some
customers. revitalized
to be
strategy, a product has
reinforcement
Despite a good etc.
invention of n e w technology
factors such as competition,
uncontrollable
the brand has to
different countries,
different customers residing in
To meet the different needs of
be revitalized accordingly.
to increase the usage of the product by continuously
IfI face such situations then I would try
through advertisements.
reminding about the brand to customers
For e.g. suppose Blix denim starts to get a negative response in the market due to its previous
tagline 'the cheapest denim' then I would change it to 'stretch your limits' which will create a
positive image about the denim.
 Brand repositioning:

Brand repositioning occurs when we make changes to what our customers associate with

and expect from our brand. When we reposition our brand, we maintain the brand identity

that we've established but with some tweaks and modifications. Little things like the addition

of a secondary or tertiary color palette or big things like a re-imagining of our logo.

The following are a few reasons when we might consider repositioning our brand:
We want to target a different audience. The audience we were initialiy targeting may
no longer be viable. This can happen for numerous reasons. We may have targeted a
specifie age group that has grown up and no longer uses our product or service. Perhaps

there's more promise in another audience than the one we are currently targeting. For

example, Marlboro cigarettes were used more by women in the 1950s, until they
repositioned their brand and introduced the Marlboro Man to their marketing efforts to
attract the male audience.

Our products and services have evolved. Over the years, we may have begun adding
new products and services or we may have changed the products and services that we've

offered. Our brand promise needs to reflect this. For example, Apple had to reposition
their brand from being solely a computer manufacturer once they began producing mp3
players and smartphones.
Our competitors are offering better value. New competitors are going to pop up every
year. At some point, we may notice that they are offering better value propositions than

us. We may need to change our value proposition avoid

to losing customers and to keep
up.
Our sales are trending downwards. One of the most obvious reasons to consider

repositioning our brand is if our sales are trending downwards. At this point, a change has
to be made to prevent the trend from continuing down.
 Rebranding:
view your company. This can be
Brand repositioning is about changing the way that customers
done in several ways like changing your messaging, changing your personalily. or even changing

brand identity completely. such as by

your product. Rebranding involves changing your
often done it the
mplementing a new logo or ehanging the name of your company. Rebranding is

get fresh start.

company Is failing or has experienced bad press. It's a way for a company to a

IWould sim1larly. change the brand name or logo if any of my brands gets a negative image and

I would
change with time to estabiish in the market. By following the above-mentioned strategies.
try to begin. develop. extend and establish my brand.
 E

Ma