International Strategic Management

BRANDING
SUBMITTED BY
VISHNU K M
18382070
 INTRODUCTION
 Branding is a marketing practice in which a company creates a
name, symbol or design that is easily identifiable as belonging to the
company.
 This helps to identify a product and distinguish it from other
products and services.
 Branding is important because not only is it what makes a
memorable impression on consumers but it allows your customers
and clients to know what to expect from your company.
 It is a way of distinguishing yourself from the competitors and
clarifying what it is you offer that makes you the better choice.
DEFINITON
 According to Kotler and Armstrong: “ A brand is a name, term, sign,
symbol, or design, or a combination of these identifies the maker or
seller of a product or service.”
 According to Roy H. Williams, :“Branding is simply attaching
something to your name. A brand is the sum total of all the mental
associations, good and bad, that are triggered by a name.”
 According to Mud Valley: "Branding is the creation, development and
maintenance of a mutually-valuable relationship with a strategically
selected group of customers, through the medium of a fresh and
compelling elaborated proposition that is delivered consistently
over time by an artificial personality.”
TYPES OF BRANDING
 Corporate branding : Making the promise of quality products,
service, and delivery to customers. The intent is to attract new
customers and create loyalty in past customers. Corporate
branding is nothing new; it’s been around as long as competition
between businesses has existed.
 Product branding : It is how a product interacts with its consumer
audience through design, logo, and messaging. Alternatively,
product branding is the strategy of building separate brands
identities for different products.
 Employer branding : Focusing on employees to understand the
vision, mission, goals, products, and services of the company. It is
designed to educate employees in order for them to uphold the
corporate brand to their customers.
Co-Branding : Becoming more familiar to the consumer all the
time. These include, for example, mini-marts attached to gas
stations, banking facilities within grocery stores, and Laundromats
attached to anything from bowling alleys to family entertainment
centers. This branding falls in the “one-stop shopping” category.

Spirit Branding : Hit the consumer market big time by selling soft
drinks with the slogan of I’d like to teach the world to sing . . . .
It’s that “get a good feeling” from using our product approach.
The world looks brighter and things just go better when you start
your morning off with our product.
 Community Branding – Showing the collective good a company can do for
the community in which it and its employees reside. This branding can
include company and employee outreach programs to help the needy,
support the elderly, contribute to public education, or provide
emergency relief and jobs for the unemployed. It’s a promise to the
people in the community that this company will be a beneficial partner
to them.

 Culture branding : Another method of branding, branding to employees

may be something new to consider in waging war against sagging morale
and high employee turnover. Culture branding is making promises to
employees concerning their working environment and relationship to
their leaders and managers. In this case, “promises” are different from
guarantees and opportunities in that they are offered free of
encumbrances other than taking advantage of them through either
purchase and use or employment agreement.
 Cause Branding : Attempting to attract customers by
associating the company with a cause or purpose that
potential customers would find beneficial to their
personal goals or in line with their values. This might be a
percentage contribution of company sales to charitable
organizations or donations to nature and wildlife
preservation councils.
BRANDING STRATEGIES FOR GLOBAL COMPANIES
 Global companies use product brand strategy, corporate brand strategy or a
mixture of the two.
 Product brand strategy is suited when a company offers multiple products
that are targeted towards different segments.
 Corporate brand strategy is suited when a company offers several products
which go under the corporate name.
 With product brand strategy the corporate brand is not affected if one of the
individual brands fails.
 The corporate brand may be affected negatively if one of the products fails
when a company uses a corporate brand strategy.
 With a corporate brand strategy, all products will benefit from a strong
corporate brand.
ADVANTAGES OF BRANDING
 Improved perceptions of product
 Greater loyalty
 Less vulnerability to competitive marketing actions
 Less vulnerability to crises
 Larger margins
 More inelastic
 Greater trade cooperation
 Increase marketing communications effectiveness
 Possible licensing opportunities
 Wide market
 Effective publicity
 Support from traders in market
 Control on market
 Reputation to manufacturer
 Product differentiation and independent status
 Stability to sales
 Benefits introduction of new products
 Limited dependence on middlemen for marketing
DISADVANTAGES

 Cost: High cost is involved

 Impersonal in nature
 Fixed image
 Time scale: takes long time to make a good brand
BRANDING PROCESS

 clearly define the target audience.

 understand the target customer.
 understand the competition.
 design compelling brand intent.
 identify key leverage points in customer experience.
 execute the branding strategy.
 establish feedback system.
EXAMPLE 1: SUCCESSFUL BRANDING
NIKE

 The “Swoosh” is the well known symbol of Nike introduced in 1971 by Carolyn
Davidson, a graphics designer.
 Originally Nike’s logo included also the shoemaker’s name
 At the end of the nineties, the Nike’s name disappeared
 The swoosh remained as the main identification symbol of the shoemaker
 Today there is no need to include the brand into this logo since the recognition
of a simple swoosh automatically brings our attention to Nike
EXAMPLE 2: BRANDING FAILURE
PEPSI BLUE CAMPAIGN
 Pepsi have done a grand branding campaign for establishing it’s identity as
colour blue.
 They spent $500 million
 The two things they have done was
 Painted a supersonic Concord aeroplane with blue color and made it tour the
world.
 Shot an ad in outer space which they never aired.
 The intention was to make Pepsi more recognizable than Coke
 But the result was Coke remained in the number one position even after the
campaign.
CONCLUSION
 Branding is the process involved in creating a unique name and image for a
product in the consumers' mind, mainly through advertising campaigns with a
consistent theme.
 Branding aims to establish a significant and differentiated presence in the
market that attracts and retains loyal customers.
 An effective brand strategy gives you a major edge in increasingly competitive
markets.
 Customers buy brand not only for the intrinsic values associated with it but also
because the brand has surprised them in the past with newer and more novel
experiences.
 Effective branding promotes loyalty to business and products and service.