BRAND MANAGEMENT

FUNCTIONS OF BRANDS

SIGNIFICANCE OF BRANDS

DIFFERENT TYPES OF

BRANDS

CO - BRANDING

STORE BRANDING
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Brands Valuable Tradable Assets

In 1993, Coca-cola paid Rs.175 crore to buy

Thums-Up, Limca, Citra and Gold Spot Brands

In 1994, Godrej paid Rs.12 crore to acquire

the Rs. 67 crore Translectra (makers of
Goodknight mosquito repellent)

In 1995, Smithkline Beecham paid Rs.42

crore to acquire the Crocin Brand from Dhupar

In 1997, Knoll Pharma sold Coldrin and Burnol

for Rs. 34 crore.
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FAMILY BRANDS

Family branding is a marketing

strategy that involves selling several
related products under one brand name

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INDIVIDUAL BRANDS
Itis the marketing strategy of
giving
eachproduct
in
aportfolioits own uniquebrand
name

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FUNCTIONS OF BRANDING
1.

2.
3.

4.

5.

6.
7.

8.

Brand facilitates distinctiveness from the rival

products in the market.
Branded products possess individual identification.
Branded goods create a satisfactory or standard
quality in the minds of the consumers.
Branding reduces the price comparison, because two
similar items with two different brands may both be
compared.
Brand differentiates the product and facilitates
advertisement to be more effective and successful.
Brands help or facilitate consumers shopping.
Repeated sales are facilitated with minimum effort
through brands.
A good brand signifies prestige, ensures legal right, forms
the basis for successful demand, creational activity, sales
stability and widening the market area etc.
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SIGNIFICANCE OF BRANDS
1.It helps in product identification and gives uniqueness'
to the product.
2.Indirectly it denotes the quality or standards of a product.
3.It eliminated imitation products.
4.It ensures legal rights on the products.
5.It helps in advertising and packaging activities.
6.It helps to create and sustain brand loyalty to particular
products.
7.It helps in price differentiations of products.
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The Significance of a brand for consumers

Brands make it easier for consumers to interpret
and digest information on products.
The perceived purchasing risk is thus minimized,
which in turn helps cultivate a trust-based relationship
A brand can also serve as a social business card,
expressing membership in a certain group. Premium
brands, for instance, can even engender a sense of
distinction and prestige
By opting for particular brands, a consumer
demonstrates that he or she embraces particular values
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The Significance of a brand from

a Producers Perspective
Particularly strong brands can establish the
prevalence of premium prices on the market and
soften consumer reactions to price changes.
A relationship of trust, giving brands a role to
play in lashing customers to a company.
Strong brands in particular keep sales levels and
market share constant and considerably lessen
dependence on short-term special promotions.

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Continues
A brand unlocks great potential in
terms of licensing opportunities as well,
helping companies achieve plans for
international expansion.
Strong brands in particular can reduce
the risk that new product launches
will flop and can be used as platforms for
successful brand stretching

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DIFFERENT TYPES OF BRANDS ( By

Names)

Functional Names:The lowest common

denominator of names, usually either named after a
person, purely descriptive of what the company or
product does, or a pre- or suffixed reference to
functionality. (Godrej, Bajaj, Fast track)

Invented Names:"Invented" as in a made-up

name (AIRTEL, GOOGLE, WIPRO) or a non-English
name that is not widely known.

Experiential Names:A direct connection to

something real, a part of direct human experience.
Usually literal in nature, but presented with a touch of
imagination. (Microsoft)
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DIFFERENT TYPES OF BRANDS ( By

Names)

Image Brand Names: To differentiate

itself from other brands and add value for
customers, a brand can also build on its
brand image and emphasis the image
value. This image can be built by using
celebrities
like
film
actors,
sports
personalities, etc. (Scooty ad Priyanka
Chopra, Parker pen show Amitabh
Bachchan using the pen)

Evocative Names:These names are

designed to evoke the positioning of a
company or product rather than the goods
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DIFFERENT TYPES OF
BRAND
Individual Brand
Product Range Brand
Services Brand
Organization Brand
Persons Brand
Individual or Group
Events Brand
Geographic Places Brand
Private label Brand
Media Brand
E- Branding

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A Service LIC, SBI

A Product Nokia mobiles, Lux Soaps,

Knorr Soups

A store Big Bazaar, Shoppers stop

A place / geographic location Tajmahal,

India ( Incredible of India)

A person Amir Khan, Amitabh Bacchan,

An idea World wide fund for nature

An idea organization Amazon, Make my

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