JAIPUR NAITIONAL UNIVERSITY

BRANDING IN SERVICE AND

RETAIL
SECTOR
SUBMITTED TO- SUBMITTED BY-
MR YATENDRA SIR DEVENDRA SINGH
ASST. PROFESSOR MANTHAN MEHTA
SBM MBA DUAL
3RD SEM
 BRANDING
•Brand can be the name, logo, concept, etc.,
which differentiate the product or service from
the other competitors in the market.
Brand strategy
 Branding Strategies

• When a company manages its brands it has a number of

strategies it can use to further increase its brand value.
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1.Line extension:
• This is where an organisation adds to its current product line
by introducing versions f its products with new features, an
example could be a crisp/chips manufacturer extending its
line by adding more exotic flavours.
2.Brand extension
• If your current brand name is successful, you may use the
brand name to extend into new business areas. For example
Virgin Group extending its brand from records, airlines.
3.Multi- Branding
• The company decides to introduce more brands
into an existing category. Kellogg’s for example
have a number of brands in the cereal market and
the cereal bar market.

4.New Brands
• An organisation may decide to launch a new
brand into a market. A new brand may be used to
compete with existing rivals and may be marketed
as something ‘new and fresh’.
 Branding in service
• Branding is a major strategic issue for service
marketers.

• Service characteristics like intagibility variability,

perishability make branding a strategy requireme
-nt in order to promote beliefs &values in the
target market.
Some of the India trusted brands in the
service sector
 Nature of service branding
• It provides a corporate identity in the
organisation.
• It offer a Powerful tool for relationship
building.
• New services offer get quick response.
PRODUCT VS SERVICE
 Branding in retail
• Retail branding is a strategy based on the
brand concept and which transfers it to a retail
company.
• A retailer’s “products” are his stores that can
be marketed in a similar way to a
branded good.
 3 Focused Key sectors
• Segmentation
• Target
• Positioning
 Nature of Retail branding
• An existing retail brand strengthens brand
awareness and differentiation from the
competition, because it can serve as an anchor for
associations with the brand.
• From the consumer perspective, strong retail
brands simplify the purchasing process because
there is already some knowledge about the retailer
and buyers do not have to search foradditional
information about as sortments, prices, service etc.
Principles of Successful Retail Branding

• Differentiation from competitors

• long term marketing continuity
• coherence of different marketing components.
Achieving differentiation (in consumers’ minds)
is a central characteristic of a brand.
 Financial aspects
• Using the right metrics to measure brand value,
equity and activities are crucial – as benchmarks
provide information about business progress and
any adjustments needed.
 Aspects !
• Premium pricing and higher margins
• Increasing the value of the company
• Improved financial ratio
THANK YOU !!!