Branding

Brand
• Name ,term or symbol
• Identify good and services of one seller
• Beat competition
• Why brand building ?
-Resource intensive
- Time intensive
Brand management
• Selecting a name – easy to pronounce , memorise
1. Names communicating the functions of the product
2. Names communicating speciality
3. Acronyms-
4. Company names-
Brand management
• Selecting the logo and slogan
Flags , mascots, alphabets, graphics
Uniqueness, memorisable, attractive , colours.

Name- Logo- Slogan

Branding options
• Individual brand names- different brand names for different products
• Family brand names -different products under same brand
• Captive brands –national brands sold exclusively by a retail chain
• Private labels –brands owned by a wholesaler or retailer
Brand management concepts
1. Brand extensions
2. Brand rejuvenation
3. Brand relaunch
4. Brand proliferation
5. Brand acquisition
6. Brand rationalisation
Brand extensions
Extending the same brand to other new products
1. Line extensions- same product line
2. Category extensions- related product line
3. Unrelated brand extensions- different productss
Amul
Requirements of brand extensions
• Consistency factor
• Brand expertise
• Benefit transfer
Brand rejuvenation
• Adding value to existing brand
• Improving attributes
• Enhancing overall appeal
• Refocus attention
• Overcome boredom
• To keep brand live and in focus
• Reformulation and refinement
Brand relaunch
• Failure to take off
• Fall after a rise
• Rate of growth slow
Brand proliferation
More independent brands
New brands in the same category
Opposite to brand extensions
Improve their presence in the market
Offer wide variety
Drawback:
Cannibalisation – kill own brands –
eats away their share of profits too.
Brand rationalisation -restructuring
• Unprofitable ,resource draining brands
• Shorten the product line
• Prune the brands
• Kill a brand –keep a customer
• Merge, Sell, Milk, Kill
• Grow the core brand
Brand acquisition
• To kill competition and command resources
Brand equity
• Brands are assets
• Brands carry a value
• Unique set of assets and liabilities linked
• User base
• Customer loyalty
• Perceived quality
• Favourable associations
• 3 aspects – price , value , perception
BAT
Sweet
Luxury
Strong
Reliable
Different
Bcoz you are worth it
Eat fresh
A diamond is forever
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