A name, term,sign,symbol,or design, or combination of them, intended to identify the goods or services of one seller or group of seller and

to differentiate them from those of competitors. Brand management includes managing the tangible and intangible characteristics of brand Branding is assembling of various marketing mix medium into a whole so as to give you an identity

 Increasing

competition Need for advertising and publicity Development of consumer brand Importance of packaging as a distinct marketing function

Individual brand
each product of the company is given an independent brand name

Family Brand
when different product of the company marketed under one brand nameeg:videocon,amul, Umbrella brand

Advantages More Visibility for the brand More awareness Higher sales due to top of the mind brand recall Denote uniform quality

Disadvantages Increased marketing expenditure Sometimes the brand creative doesn't connect with the target audience.E.g

Total proposition that a company makes to consumers. Britannia:- ting-ting-ta-ding Trademark colours:- Blue colour with Pepsi Logo:- Nike Tagline:- Apples tagline Think different

to target consumers reason to buy your brand in preference to others Involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image Ex:- Maggi as a evening Snack Kellogs as a Breeakfast food
refers

 Brand

Equity is the value and strength of the Brand that decides its worth Factors contributing to brand equity 1. brand awareness 2. brand associations 3. brand loyalty 4. Proprietary Brand Assets

 The

amount,another party is prepared to pay for it find a buyer,and is a imp tool used in merger and acquisition,joint venture,goodwill.

To

Calculated

on the basis of profits over period,and brand loyalty..

 Indicates

how the firm chooses to use branding as an integral part of its overall marketing strategies..

Co

Branding Brand extension Brand rejuvenation Re launch Brand Acquisition

 Kotler

two or more well known brands combined in an offer and each brand sponsor expects that the other brand name will strengthen the brand preference or purchase intention and hope to reach a new audience and nike

E.g:-Apple

 Line

extension:- Surf, Surf excel, Surf Ultra. Category extension:- Maggie Noodles, Soups, Ketchup Outside Category extension:-WIPRO

 Improve

product attributes and enhance its

value. By :-adding words like super , plus , deluxe, new shapes, new colours,packing,designs E.g :- Chyawanaprash,Cadburys 5-Star

 Relaunching

or revising branding strategies of a unsuccessful brand. : - Santoor, close up, vicks action

E.g

 When

one brand acquire another successful brand done with the help of brand audit..

Generally

E.g

:- pepsi acuires dukes P&G acquires Gillette Godrej acquires Goodknight

Rank

Brand

Logo

Country Sector of Origin US US US US Finland Japan US US US Germany Beverages Comp Soft Comp Ser Diversified Electronics Automotive Hardware

Brand Value ($Mn)

Change in brand Value

1 2 3 4 5 6 7 8 9 10

Coca Cola Microsoft IBM GE Nokia Toyota Intel Mc Donalds Disney Mercedes

65,324 -3% 58,709 57,091 51,589 33,696 32,070 3% 2% 5% 12% 15%

30,954 -4% 7% 5% 8%

Restaurants 29,398 Media Automotive 29,210 23,568