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SINGH POOJA ARUN PRATAP MBA 1ST YEAR ,RRSIMT COLLEGE CSM NAGAR, AMETHI.

MARKETING
Marketing is an organizational function and a set of process for creating, communicating and delivering value to the customer and managing customer relation in ways that benefit organization and its stakeholder
AMERICAN MAERKETING ASSOCITION,In 2004

Sales promotion

Buying & assembling

Selling

Pricing

MARKETING FUNCTION
Marketing information

Storage & warehousin g

Transportat ion

Advertisin g Marketing research Branding & packaging

Standardiza tion & grading

MEANING OF BRANDING
Branding is a name,term,symbol,and/or special design that are intended to identify the goods or services of one seller or group of sellers. A brand differentiates one seller’s products from those of competitors. Branding is the management process by which a product is branded. It is a general term covering various activities such as giving a brand name for a product ,designing a brand mark and establishing and popularized it.

ESSENTIAL OF GOOD BRAND
● ● ● ● ● ● ● ● ● ● Simplicity Aid of Memory Appealing Capable of Describing features Suitability Clarity Permanent usage Universal Usage Easy to pronounce Class apart

FACTORS OF BRANDING

Brand selection

Brand extension
Branding

Brand positioning

Brand equity

BRAND SELECTION
Selecting a brand name is the primary task of brand management .Because brand name makes a lot of difference

Different approaches in selecting brand name:
• • • • • • Individual names Blanket Family name Family brand name Corporate Name combined with individual product names Names with relevance to the product Names communicating attributes

BRAND EXTENSION
A good number of firms adopts of brand extension. Brand extension is the process of extending an existing brand name to other brands in the same product category or in different product category For instance :  HUL has extended its brand name of lifebuoy soap to lifebuoy Care.  Reckitt Benckiser India Limited has extended the brand name of Dettol is extended to dettol bath soap.

BRAND POSITIONING
“The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” Philip kotler
Importance of brand positioning
I.

II.
III. IV. V.

VI.

Develop company image Creates values Helps to face competition Creates value Creates status Creates brand image

BRAND EQUITY
“A set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtracts from the value provided by a product or services to a firm and /or that firm’s customers.” David Aaker

Factors determining brand equity:
 Brand Loyalty Brand Name Awareness Perceived quality of the brand Brand associations Other proprietary brand assets

BRAND LOYALITY

Repeat purchases by exiting customers . recommendations by existing friends ,neighbours, and

 Favourable customers to others.

BRAND PIRACY
When a product is named similarly to a wellknown brand so that consumers may mistake it for the actual brand-name. Brand piracy is common among products that can easily be replicated. The copies often have logos that resemble the design of the genuine product, be it layout, symbols, color or font. Oftentimes, this is done on purpose by a company to mislead consumers and gain some market share.

Brand Management

A function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand. Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market and the company's vision.

What is the difference between a product and a brand?
product is anything that can be offered to the market that may satisfy the need, want, and demand of a certain individual or market. A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons. It is believe that a brand puts an impression to the consumer on what to expect to the product or service being offered

THANKING YOU