Shri shivaji Institute

of Engineering and Management Studies

Seminar on

BRAND

Presented by
Ms.Anjali J.Jadhav(Deshmukh)
BRAND
 What is Brand?
A name, term, sign, symbol, or design
used to identify the products of one firm
and to differentiate them from competitive
offerings.

Something used to show customers that

one product is different than the products of
another manufacturer.
What a brand means to common person ?

In 'blind' taste tests, people prefer the

taste of Pepsi over the taste of Coke.
However, if the test is not 'blind' and
the tasters know which beverage is
which, they prefer the taste of Coke
over Pepsi! That is the emotional
power of a brand.
The first shape that was registered is
the coca cola bottle.
 Brand Name

Words, letters, or symbols that make up a

name used to identify and distinguish the
firms offerings from those of its
competitors.
 Brand Strategy

1. Co-Branding
2. Manufacturers/ National
3. Private
4. Generic
Co-Branding

Two companies join to create a

new product carrying both their
brands.

Examples:
Pizza Hut & Pepsi
McDonalds & movie Mulan
 National Brand

products that carry the name of the

manufacturer

ie.Amul

ie. Haldiram
Private Brand

products that carry the name of

the seller, not the manufacturer

ie. Shoppers Stop

ie. Westside
Generic Name Brand

A brand name over which the original owner

has lost exclusive claim because all
offerings in the associated class of products
have become generally known by the brand
name (usually that of the first or leading
brand in that product class).
ie. Velcro is the brand -
hooked fabric fastener is the generic name

ie. Xerox is the company

photocopy is the generic name,
What is Brand Identity?
A promise that gets kept consistently

It creates a personality and a life for your

products/services

A unique and consistent look, feel, tone and

voice for all communications

Its essential to your success in the

marketplace
Key Brand Elements
Brand Name-name, tagline, logo

Brand Promise-The single most important thing your

organization promises to deliver every time

Brand Personality-what you want your brand to be

known for (fun, serious,magical,forceful, etc.)

Brand Associations-colors, taglines, images, fonts,

uniforms, equipment, etc.
Brand Building
How much does it cost?
It depends on what you want

Bundling projects will save your

money

The cost range for branding is broad

and will be determined based on
scope of work
 Branding Steps
Step One:

Learn marketing objectives and strategy

Priority projects
Write creative brief and define messages
Create timelines and budgets
Branding Steps (continued)
Step Two:

Develop concepts/taglines

Start visual research

Present initial creative approaches

Branding Steps (continued)
Step Three:
Develop outline and copy points per
selected concept
Develop media strategy
Begin creating visual materials
(photos/picture)
Branding Steps (continued)
Step Four:
Write full copy draft
Write final copy as per client
comments
Start layouts
 Branding Steps (continued)
Step Five:
Create and present full layout or e-design

Step Six:
Develop final electronic files for print, or
coding for web
Final execution and management of products
(website launch, launch media campaign, print ,
ads placed, press etc.)
Keys to building successful brands
Good advertising agency
Top management must be committed to
this effort
Keep brand consistent internally and
externally
Guide the brand style to every
employee
Refresh/update brand after a few years
 Keys to building successful brands
Strengthens employees loyalty

Attracts clients/customers

Keeps current relationships strong

Builds confidence

Builds feelings of security and trust

Creates a memorable, positive experience

Thums up Pepsi Coco cola

Akshay Kumar Ranbir kapur Amir khan

Shahrukh khan

Test the thunder Yeh hai youngistaan Thanda Matlab

meri jaan Coca-Cola
 Conclusion:
Brand creates a personality and a life for your
products/services
Branding is essential to your success in the
marketplace
Now a days huge customers
wants branded product
THANK YOU