Download - Branding
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WELCOME TO ALL
By
Arun AS
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BRANDING
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“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 seller and to differentiate them from those of competition” ‘American Marketing Association’
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ELEMENTS OF BRAND
• Name • Logo• Graphics• Shapes• Colors• Sounds• Tastes• Movements etc.
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IDENTIFY THE FOLLOWING BRANDS
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BRANDING STRATEGIES
PRODUCT BRANDING STRATEGYLINE BRANDING STRATEGYRANGE BRANDING STRATEGYUMBRELLA BRANDING STRATEGYDOUBLE BRANDING STRATEGYENDORSEMENT BRANDING STRATEGY
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The Product Brand Strategy
• It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning.
• The result of this strategy is that each new product receives its own brand name that belongs only to it
• For example, Dove - “moisturizes skin” Rexona - “nature oils”HUL ltd Lifebuoy - “fighting germs” Pears - “glycerin soap”
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The Line Brand Strategy
• This strategy involves the exploitation of successful concept by extending it but by staying very close to the product
• Products share a common concept
• For example, Lakme “the source of radiant beauty”Cleansing, care, body lotion, lipsticks, eye make up,
and nail elements
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The Range Brand Strategy
• A single brand name promotes through a single promise, a range of products belonging to the same area of competence
• For example, noodles • Maggi soups
• sauce • dosa mixes
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Umbrella Brand Strategy
• The same brand supports several products in different markets.
• The company name itself is the brand name of all products
• Advantage of brand awareness and goodwill
• Sharing common brand name can be risky
• For example, TATA, Palmolive etc.
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Double Brand Strategy
• Combines umbrella branding and product branding
• Company name is associated along with the brand name
• For example, TATA INDICA, BAJAJ PULSOR
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Endorsing Brand Strategy
• Product brand name gains a dominant position over the company name
• Company name appears in smaller letters
• For example; Godrej CINTHOL, Nestle KITKAT
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BRAND EQUITY
“Brand equity is a set of brand assets and liabilities linked to a brand, it’s name and symbol, that all add to or subtract from the value provided by a product or services to a firm and/or to the firms customers”
‘David Aaker’
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Brand equity
Perceived quality Name awareness Brand association
Brand Other Loyalty proprietary Assets
Value of customer Value of firm
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THANK YOU