BRANDING AND ITS WORKING

• A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from competitors.• A brand is thus a product or service

whose dimensions differentiate from other products.• These differences may be functional,

rational, symbolic or emotional.

ADVANTAGE OF BRANDING TO FIRMS

How Do You Brand A Product?

• Brand is a perceptual entity rooted in reality but reflecting the perceptions and idiosyncrasies of consumers.

• Consumers are taught “who” the product is as well as what the product does and why should they care.

• This creates mental structures that help consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm.

These Have Led Their ProductCategories Due To Continual

Innovation

These Have Become CategoryLeaders by Understanding consumerMotivations And creating Appealing

Images Around Their Products

CREATED BY SHUBHAM GANGILIIT(BHU), VARANASI DURING ANINTERNSHIP BY PROF. SAMEER

MATHUR, IIM LUCKNOW

DISCLAIMER