WHAT IS A BRAND AND HOW DOES BRANDING WORK?

What is a Brand?

A brand is a name, term, sign, symbol, design or some combination of these

elements,intended to identify the goods and

services of one seller or group of sellers and to

differentiate them from those of competitors

During medieval period in Europe,craftsman used to put trademarks on their guilds

to protect themselves and their customers against inferior quality

In fine arts, branding beganwith artists signing their works

How does Branding works?

The Role of

Brands identify the source or maker of aproduct and allow consumers to assignresponsibility for its performance to aparticular manufacturer or distributor

• Brands simplify product handling.• Brands offers the firm legal

protection for unique features of the product.

• Brand signals a certain level of quality so that satisfied buyers can easily choose the product again.• Branding can be a powerful means to

secure competitive advantage.

Branding

EFFECT!!

!

One research study showed that

even carrots, milk and apple juice

tasted better when wrapped in

McDonald’s food packaging than

in unmarked wrappers

The Scope of

Branding is endowing products and services

with the power of a brand.

Marketers can apply branding virtually anywhere a consumer has a choice.

It is possible to brand a physical good,a service, a store, a person, a place,

an organization or an idea.

The key to Branding isthat consumer perceive

differences among brandsin a product category

Is also registered as a Brand with theGovernment of India’s Trademark Registry

Kerala: God’s Own Country

Presentation created by-Rohit, NSIT Delhi

During an internship by-

Prof. Sameer Mathur, IIM Lucknowwww.IIMInternship.com