BRANDING Difference We Can Make

Brand Defined• The AMA defines a brand as a “name, term, sign,

symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”.

OR

• “A brand is a collection of perceptions in the mind of the consumer.”

Presenter : Omkar Yadav

Objectives• Delivers the message clearly

• Confirms your credibility

• Connects your target prospects emotionally

• Motivates the buyer

• Concretes User Loyalty

Presenter : Omkar Yadav

BRAND

THOUGHTS

FEELINGS

IMAGES

PERCEPTIONS

BELIEFS

BEHAVIOUR

ATTITUDESEXPERIENCES

Some Dimensions Of Brand Knowledge

Presenter : Ajit Yadav

Branding, So Important ?

• Legal Protection and Unique Product Features.

• Opportunity to attract a loyal and set of profitable customers.

• Helps in aiming specific Benefit – Seeking segments.

• Build a corporate image.

• Delivers the Unexpected.

Presenter : Ajit Yadav

Challenges !

• Companies that try to be what they think their customers want them to be.

• Companies that have done nothing about their brand.

• Companies that get mired in analysis paralysis.

Presenter : Ajit Yadav

Mantra for the Mind• To build a big brand, adopt a short brand name.

• Like salt, use advertising in the right proportion.

• Don’t underprice yourself.

• What is visible, sells.

• Brands must make profit, not only noise.

• Focus on consumption rather than purchase.

Mantra for the Heart • Respect your retailers.

• Build relationships to build brand.

• Nurture your brand as you would a child.

• Don’t sell the right product to the wrong audience.

• Be honest, don’t con.

Presenter : CIJU VARGHESE

Branding Process

• Market Research

• Positioning Statement

• Creative Brief

• Graphic Design

• Launch, Implementation, Performance, Measurement

To Brand Or Not To Brand !

•Brand

• No Brand

Branding Decision

•Manufacturer Brand

• Distributor (Private) Brand

• Licensed Brand

Brand - Sponsor Decision

• Individual Names

• Blanket Family Name

• Separate Family Names

• Company – Individual Names

Brand - Name Decision

• Line Extensions

• Brand Extensions

• Multi Brands

• New Brands

• Co Brands

Brand - Strategy Decision

•Repositioning

• No Repositioning

Brand - RepositioningDecision

Conclusion

“Buildings age and become dilapidated.Machines wear out.People die.But what live on are the brands.”

- Sir Hector Laing, Chief Executive Officer, United Biscuits plc.

Effort By

• Mandit Rawani 13

• Chintan Suvarna 45

• Ciju Varghese 56

• Ajit Yadav 62

• Omkar Yadav 64