What is a brand?
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Transcript of What is a brand?
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