The concept of branding

Concept of branding

Forms of Branding

A brand is a design, name, symbol, term or word that

distinguishes and identifies a company and/or products or

services

Forms of Branding

A corporate brand represents the entire company or

organizationFor example, Coca-Cola,

McDonalds, Kraft or Microsoft

Forms of Branding

A product brand represents a specific product of a company or

organizationFor example, Diet Vanilla Coke, Big

Mac, or Windows.

Components of a brand name

1. Includes all of the combined impressions and experiences associated with a

particular company or product.

For example, McDonalds makes the customer think about quick food, low

prices, and consistent service.

Components of a brand name

2. Brand identity consists of a spoken name and corresponding design, logo, or symbol

For example, Coca-Cola and the Coke “swirl” or Nike and the Nike “Swoosh”

Components of a brand name

3. Brand image is the consumer’s belief about the company and/or its goods

or services.Quality, price and value may affect a

brand’s image.

Components of a brand name

4. Brand equity is the perception of added value a product has as a result of its brand name.

A highly recognizable brand has a high level of brand equity.

Is an intangible perception or memory.

Benefits of brand equity

• Include:1. Brand name recognition or awareness2. Customer loyalty3. Perceived quality4. Strong emotional or mental associations

Forms of trademarks

Trademark: •Word, phrase, symbol, or design

that identifies and distinguishes the company from others

Forms of trademarks

Trademark ™ or Service mark SM:• Used by company to claim rights/ownership to a

trademark or service mark

• May be used by company after registering TM or SM with the controller general of patents Designs & trademark(www.ipindia.nic.in)

Elements that make a brand successful

Easy to pronounce and free from negative connotations for eg: TIDE

Short and easy to remember and recognize for eg: NIKE

Consistent with the image of the product for eg: Fedex, NIRMA.