BRANDING &

BRAND STRATEGY

SUHAIL AHMED
BARBHUIYA AVINASH
YADAV
AVISHEK DEBNATH
Branding

Branding—What’s in a Name?

According to legend, the practice of branding

products originated when an ancient ruler decided
that products should bear some sort of symbol so
that, if something should go wrong, buyers and the
authorities would know who was to blame.

Branding is the process of creating a strong, positive

perception of a company, its products or services in
the customer's mind by combining such elements as
logo, design, mission statement, and a consistent
theme throughout all marketing communications
IV

IMPORTANCE & SCOPE OF BRANDING

Ident ificat ion

Trademark
Easy
launching of
new
products
Customers influence demand of successful
brands
Customer loyalty
Competitive advantage
Cooperation from resellers
Helps in segmenting the
market
Branding Decision : To Brand or Not
to Brand ?

Branding gives the seller advantages, brand

name makes it easier for the seller to
process orders and track down problems.

The seller’s brand name and trademark

provide legal protection of unique product
features.

Branding gives the seller the opportunity to

attract a loyal and profitable set of
customers.

Strong brands help build the corporate

image, and, distributors and retailers want
brand names.
DIFFEREENT
BRAND
STRATEGY
1. PURPOSE

2. VISION

3. VALUES

4. POSITIONING

5. PERSONALIT
Y

6. VOICE

7. TAGLINE
 BRAND
PURPOSE

The goal of a brand purpose is to define the greater work.

It is a short sentence describing the "WHY'' behind your work as a brand.

Why does your company exist? Why did you get out of bed this morning?
And
Why should anyone care? Tesla is a great example of a purpose driven
brand.
Tesla believes in clean sustainable energy and saving our planet.
As you can learn from this example, your purpose statement should be open
for future expansion.
STARBUCKS -
VISION
The goal of a brand vision is to ensure that the
brand is navigated towards the right
direction.

Starbucks thinks of the future position as a

business they want to be in: ''To be the
premier purveyor of the finest coffee in the
world.''

If you have a clear vision of where your brand

is headed, then you can make meaningful
decisions along the way.

Thus you need to describe the future

your brand is ultimately working
towards.
APPLE - BRAND
VALUES
The goal of your brand's core values is to
ensure that you can create a culture and
driving force for what that brand stands
for in the world.

Therefore Apple Core Values are

Accesibility, Education, Environment,
Inclusion and Diversity, Supplier
Responsibility, Privacy,

If you’re a founder and you’re not clear

about what your brand stands for—
how can you expect others to know?
 BRAND
POSITIONING

The goal of a brand's positioning is to find a differentiator and

set your brand apart from your competitors.

That way your audience can remember you for something you
want to be known for.

Amazon’s positioning statement is the following: “For consumers

who want to purchase a wide range of products online with quick
delivery, Amazon provides a one-stop online shopping site.
Harley—Brand
Personality
The goal of a brand’s personality is to give
a human-side to your brand.

That way your target audience can build a

lasting relationship with your brand as if it
was a person.

A brand you choose is often a vehicle to

express yourself. "Harley-Davidson has a
macho, rebellious, America-loving and a
freedom- seeking personality."
TIFFANY - BRAND
VOICE
The goal of a brand's voice is to set the guidelines
for how you want your brand to sound to others.

It helps you develop a consistent way of conveying

your message to your audience.

People are willing to pay much more for a Tiffany

product than some equivalent without a Tiffany
logo.

This means they pay for logo, design and the small
blue box that holds the jewelry. It wouldn’t be possible
to sell those often overpriced products without proper
tone of voice and messaging.
NIKE : BRAND
TAGLINE
The goal of a brand’s tagline is to
convey the brand’s spirit in the
shortest way possible.

In just a few words, you’re expected

to grasp the vibe of your brand.

Nike’s positioning is perfectly

manifested to the outside world by
the their renowned tagline—“Just
Do It”
QUESTIONS
W e will b e h a p p y to a n s w e r your q u e sti o n s