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Submitted to Prof. S.K. Chada
S. Chada Submitted by Rajinder Singh MBA(HR) 2 .K.March 31 Assignment 2012 Brands Submitted to Prof.
Although connected with the history of trademarks and including earlier examples which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at Pompeii). company or service." It refers to the practice of producers burning their mark (or brand) onto their products. that your customers or prospects have about you History The word "brand" is derived from the Old Norse brandr meaning "to burn. term. comes from Texas rancher Samuel Augustus Maverick whose neglected cattle often got loose and were rounded up by his neighbors. The term "maverick. good or bad. Industrialization moved the production of many household items.Brands The American Marketing Association defines a brand as a "Name. Lyle’s Golden Syrup makes a similar claim. such as soap. The word brand has continued to evolve to encompass identity—it affects the personality of a product. Bass & Company.color combination or slogan. including a name. Cattle were branded long before this. design. in the form of watermarks on paper in the 1200s. sign. A brand can take many forms. the factories would literally brand their logo or insignia on the barrels used. or any other feature that identifies one seller's good or service as distinct from those of other sellers. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. claims their red triangle brand was the world's first trademark. Coca Cola is the name of a brand make by a particular company. The word spread among cowboys and came to be applied to unbranded calves found out 3 . the British brewery. For example. symbol. symbol. extending the meaning of "brand" to that of trademark. brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods. with its green and gold packaging having remained almost unchanged since 1885. having been named as Britain's oldest brand. from local communities to centralized factories. Another example comes from Antiche Fornaci Giorgi in Italy. When shipping their items. as found in Saint Peter's Basilica in Vatican City. whose bricks are stamped or carved with the same protologo since 1731. It is defined by a perception.The Italians were among the first to use brands." originally meaning an unbranded calf." A brand is thus a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need.
such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem.the day Philip Morris declared that they were cutting the price of Marlboro cigarettes by 20% in order to compete with bargain cigarettes. 1993 . Aunt Jemima. It quickly became apparent that a generic package of soap had difficulty competing with familiar. manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. From there. and is now quantified in concepts such asbrand value and brand equity. This was an early commercial explanation of what we now know as branding. to customers previously familiar only with locally-produced goods. Even the signatures on paintings of famous artists like Leonardo Da Vinci can be viewed as an early branding tool. Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market. This began the practice we now know as "branding" today. Many thought the event signalled the beginning of a trend towards "brand blindness" (Klein 13). Philip Morris purchased Kraft for six times what the company was worth on paper. mascots. In response to the announcement Wall street stocks nose-dived for a large number of branded companies: Heinz.marked by some as the death of the brand . By the 1940s. such as youthfulness. Naomi Klein has described this development as "brand equity mania". manufacturers quickly learned to build their brand's identity and personality (see brand identity and brand personality). Many brands of that era. Marlboro cigarettes were noted at the time for their heavy advertising campaigns and well-nuanced brand image. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.wandering alone. for example. and jingles that began to appear on radio and early television. Marlboro Friday: April 2. questioning the power of "brand value. Companies soon adopted slogans. In 1988. it was felt that what they really purchased was its brand name. Campbell soup. Quaker Oats. James Walter Thompson published a house ad explaining trademark advertising. PepsiCo. Juicy Fruit gum. fun or luxury. where the consumers buy "the brand" instead of the product." 4 . This trend continued to the 1980s. Around 1900. Coca Cola. local products. in an effort to increase the consumer's familiarity with their products. and Quaker Oats were among the first products to be 'branded'. Coca-Cola.
Brands as business assets The value to businesses of owning strong brands is incontestable. Great brands are no accidents. activity loyalty relationships with customers. To aid in that planning. three tools or models are helpful. Brand value chain model describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments. equipment. They are a result of thoughtful and imaginative planning. and it becomes possible to plan and manage the development of the business with greater confidence. Thus brands. Collectively. can be classed as productive assets in exactly the same way as any other. The benefit to the brand owner is that forecasting cash flows becomes easier. Combined. the three models are inter-connected and become larger and increasing in scope: The first model is a component into the second model. in turn. The asset value of brands is now widely recognized. Brands that keep their promise attract loyal buyers who will return to them at regular intervals. 2. cash. the three models provide crucial micro and macroperspectives to successful brand building. to be described in more detail below: 1. the three models are as follows. these three models help marketers devise branding strategies and tactics to maximize profits and long-term brand equity and track their progress along the way 5 . with their ability to secure income. is a component into the third model. Brand resonance model describes how to create intense. Brand positioning model describes how to establish competitive advantages in the minds of customers in the marketplace. Specifically. more traditional assets of a business (plant. not just by brand owners but by investors. Like the famous Russian nesting “matrioshka” dolls. and 3. the second model. Anyone building or managing a brand must carefully develop and implement creative brand strategies. Brands can generate high-quality earnings that can directly affect the overall performance of the business and thus influence the share price. investments and so on).
you need to consider and to be aware of how your product value becomes know to the consumer and the importance of consistency: 1) The message of what a brand is offering to the consumer should be consistent. you want to attract new customers to your products and encourage repeat purchases. a good positioning contains points-of-difference and points-of-parity that appeal both to the “head” and the “hear What is Brand Awareness? The ultimate goal of most businesses is to increase sales and income. surveys found that more than 90% of US consumers had heard about the iPhone as a result of advertising and news reports. over time. How to Begin Creating Brand Awareness How do you. however. 6 . Wegmans. Beyond this. high-quality foods for purchase and advertises the advantages. Too often marketers concentrate only on areas of strength and ignore crucial areas where the brand is potentially disadvantaged. are all of the future impressions that may be formed regarding your brand. This is exceptionally high brand awareness. for example. it is important a duality exists in the positioning of a brand such that there are rational and emotional components. a good brand positioning has a “foot in the present” and a “foot in the future.” It needs to be somewhat aspirational so that the brand has room to grow and improve. Second. Brand awareness is crucial to differentiating your product from other similar products and competitors. offers fresh. a good positioning is careful to identify all relevant points-of-parity.First. In deciding how you will go about creating brand awareness. achieving successful brand awareness means that your brand is well known and is easily recognizable. Brand awareness refers to how aware customers and potential customers are of your business and its products. Ideally. In other words. Ultimately. Within a week after its introduction. that their goods can provide for you. establish positive brand awareness that promotes the possibility of purchase of your product in the future? There is always the initial impression of your brand that is of utmost importance. such as home-cooked meals.Brand Positioning A few final comments . Finally.
on the receipt consumers receive after purchase. is essential to developing a success brand that achieves maximum benefits. the organization of complementary condiments and staple products.The layout of their perishable goods.brandchannel. on the products it produces itself. and repeatedly recognizable over time.brandsoftheworld. Creating brand awareness.org www. Referance. 2) Images you present should also be consistent in order to increase brand awareness. it is likely you will get nowhere with your brand. The company does not.com en. and the stands offering sample recipes to be cooked at home are all evidence of the company attempting to present a consistent message of what they are all about to the consumer. can be found on its storefront. and logo. recognizable manner.com http://www. 3) Slogans and taglines should also be consistent throughout mediums and material. and in many of its distributed informational material. and promotional attempts. For example. Wegmans logo. Once again.com www. It is important that you are consistent in your use of images so that you maximize recognition and positive impressions. for example.wikipedia. and the logo and tagline are not all relatively similar. situations. attempt to convey quality in its store layout and offerings and then convey cheap alternative in the mailings sent out. if the materials you distribute. to name a few. Wegmans’ tagline. is consistent throughout its promotional materials. the set-up of your sale table.nnyagdev. regularly consistent. website. the packaging of your product. on the bags customers carry out of the store. http://www.org/wiki/Brand 7 . “Helping you make great meals easy”. consistency is important in conveying a message that promotes awareness of your brand in a organized. welldeveloped overall image. It presents the consumer with an image that in the future the consumer can continue to associate with your products. The presentation of Wegmans as a prominent player in providing quality foods for quality home-cooked meals is evident in each of the aforementioned examples.marksherrington. The impressions you hope to make on consumers and potential consumers should be consistent across various mediums. Consistency cannot be emphasized enough. through a collaborative. for example.