"Branding Essence: A Unveiling Identity"

brand and its types

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BRANDING
KNIPSS MANAGEMENT
INSTITUTE, SULTANPUR

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BRANDING
BRAND-
aname,term,design,symbol,or
combinationoftheseelementsthat
identifiesaproductanddistinguishesit
fromitscompetitors

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ELEMENTS OF A BRAND
Brand Name
Brand Mark
Trade Name
Trade Character
Trade Mark

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ELEMENTS OF A BRAND
BRANDNAME
(or product
brand)aword,
groupofwords,
letters, or
numbers that
representsa
productthatcan
bespoken
◦Shouldbeeasily
pronounced,
distinctive,and
recognizable

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ELEMENTS OF A BRAND
BRAND MARK
the part of a brand that is a symbol or
design
◦It may include distinctive colors or lettering
Pictorial
marks
Abstract logo
marks
Letter marks Word marks Mascot
Combinatio
n
The emblem

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ELEMENTS OF A BRAND
TRADENAME
(orcorporatebrand)identifiesandpromotesa
companyoradivisionofaparticularcorporation
◦Thelegalnameusedwhileconductingbusiness
◦Usedtopromoteapositiveimageoftheorganization
(quality,value,reliability)

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ELEMENTS OF A BRAND
TRADE CHARACTER
a brand mark with human form or characteristics

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ELEMENTS OF A BRAND
TRADE MARK
a brand name, brand mark, trade name, trade character, or a
combination of these that is given legal protection by the
federal government

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What is Branding?
Branding is endowing
products and services with the
power of the brand.

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What is Brand Equity?
Brandequityistheaddedvalueendowedonproductsand
services,whichmaybereflectedinthewayconsumers,think,
feel,andactwithrespecttothebrand.
Customer-basedbrandequityisthusthedifferentialeffect
brandknowledgehasonconsumerresponsetothemarketing
ofthatbrand.Abrandhaspositivecustomer-basedbrandequity
whenconsumersreactmorefavorablytoaproductandthewayit
ismarketedwhenthebrandisidentifiedthanwhenitisnot
identified.Abrandhasnegativecustomer-basedbrandequityif
consumersreactlessfavorablytomarketingactivityforthebrand
underthesamecircumstances.Therearethreekeyingredientsof
customer-basedbrandequity.

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Brand Knowledge
Knowledge
Thoughts
Experiences
Beliefs
Images
Feelings

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Advantages of Strong Brands
Improved
perceptions of
product
performance
Greater loyalty
Less
vulnerability to
competitive
marketing
actions
Less
vulnerability to
Larger margins
More inelastic
consumer response
Greater trade
cooperation
Increased marketing
communications
effectiveness
Possible licensing
opportunities

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Apple is a Strong Brand

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What is a Brand Promise?
A brand promiseis the marketer’s
vision of what the brand must be and
do for consumers.

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Brand Dynamics Pyramid
Presence
Relevance
Performance
Advantage
Bonding
Strong Relationship
Weak Relationship

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