FUN FACTS 1

Stories behind Brands

BMW NIKE Lamborghini

BMW originally started off as an aircraft engine Nike, the winged Greek goddess of victory. The Lamborghini was originally a tractor manufacturer.
famous "swoosh" symbol in the logo represents her
manufacturing company. wings and speed. The owner, Ferruccio Lamborghini, had an interest
in luxury automobiles, especially Ferraris.

Branding
 Branding 2

How do you brand a product - Cheat Sheet

 Most distinctive skill of a professional marketer is their ability to create, maintain, enhance and protect brands.
 A credible brand promises a certain level of quality, predictability and security of demand for the firm.
 Branding simplifies product handling by helping organize inventory and accounting records.
 Branding offers the firm legal protection for unique features or aspects of the product (Trademarks, patents, copyright and proprietary design).

Presented By: Mohammad Owais

Branding
 Our Agenda 3

Contents of the presentation

WHAT IS BRANDING?
A name, term, sign, symbol or design, or a combination of them, intended to identify the offerings of one entity from that of the other.

Branding
Scope of Branding Brand Elements Brand Equity Portfolio Holistic Marketing
Strategy

Branding
 Scope of Branding 4

1 Naming the product (Brand Elements)

2 Product attributes

Organizing product/ service knowledge

3

4 Brand Image

Branding
 Branding Strategy 5

Brand Architecture

Develop new brand

Use existing brand Combination of new
elements for new
elements and existing brand
product
(Line Ext, Category Ext. elements
Develop new brand
elements for new
product

BRANDING DECISIONS

Individual or separate family brand name (Unilever: Dove, Lipton, Lux, Sunsilk, Pond’s) – House of Brands

Corporate Umbrella or Company Brand Name (Samsung, Sony)

Sub-Brand Name (Honda Civic, Honda City, Honda BRV, Honda Accord, Honda CRV)

Brand Portfolio (EBM: Sooper, RIO, Butterpuff, Peanut Pik, Party, Marie, Nan Khatai, Gluco, Saltish)
- Pros: Increase shelf space, consumers seeking variety, internal competition, Economies of scale in advertising, sales, merchandising, distribution.

Branding
 Brand Elements 6

Identities of a Brand

Design
Website, Product Design Slogan
Jingles, Tag lines

Brand Name Spokespeople Packaging

Logo, Symbols, Brand Ambassador, Gift Box, Master Carton,
Characters, URL Service and Support Staff, Warranty Cards, Loyalty
Sales Team, Brand Cards, Instructions
Characters Manual
Branding
 Brand Elements 7

Choice Criteria

Memorable
1
Brand Building
2 Meaningful

3 Likable

4 Transferable

Defensive
5 Adaptable

6 Protectable

Branding
 Brand Equity 8

How to build Brand Equity

Marketing Activities
The product and service and all
accompanying marketing
activities and supporting
marketing programs.

Part 1 Part 2 Part 3

Brand Elements Associations

Initial choices for the brand Other associations indirectly
elements or identities making up transferred to the brand by
the brand linking to some other entity.

Branding
 Portfolio 9

Case Study – Logo Design

Old Logo Vs. New Logo Updated Logo New Logo

Branding
 Portfolio 10

Case Study – Gift Box Design

Branding
 Portfolio 11

Case Study – Warranty Card Design

Branding
 Holistic Marketing 12

Managing all Touch Points

Interaction with company personnel Payment Transaction

Online interactions or over Telephone How easy is it to pay, or what payments
options are being offered.

Personal Observation and Use Word of Mouth

First hand experience with the product or What other have to say about your brand
service. to a potential customer.

Branding
 13

Thank You

Presented by: Mohammad Owais

Contact: 0321 2424700

Email: Owais@live.com

Branding