BM A 2017 PDF

Unit 1
Introduction:
Brand:
BRAND = “MIND SET”
B - Business pushing profile

R - Recognizing ability
A - Assurance
N - Need fulfillment
D - Differentiation
Meaning:
A brand is a name given to a product and/or service such that it takes on an identity by itself.
The American Marketing Association (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.
Brand is the "name, term, design, symbol, or any other feature that identifies one
seller's product distinct from those of other sellers.
A brand is a 'promise of an experience' and conveys to consumers a certain assurance as to the

nature of the product or service they will receive
Basics of Branding:
What is a brand name?
Brand name consists of words, letters, or numbers which can be vocalized or pronounced. Eg:
Usha Fans. We use a name to identify the brand. This is called the brand name.
It is a part of a brand consisting of a words, letters, and group of words or letters comprising a
name which is intended to identify the goods or services of a seller or a group of sellers and to
differentiate them from those of competitors.
Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 1

What is a brand mark?
Brand marks are the symbol, design or distinctive coloring, shape, etc which cannot be
vocalized. It could be recognized only by sight but may not be pronounced.
What is a trademark?
When a brand name or brand mark is registered and legalized it becomes a trade mark.
Thus registered brands are trademarks.
This trademark gives legal protection to a brand. If anyone copies a brand‘s trademark then it
can be sued under the court of law.
A "Trademark" includes any device, brand, make, label, name, signature, word, letter,
numerical, shape of goods, packaging, color or combination of colors, smell, sound, movement
or any combination thereof which is capable of distinguishing goods and services of one
business from those of others.
Trade name:
A trade name is the name of business preferably the name of the organization itself. A trade
name may also be a brand name.
What is a logo?
A logo is an easily recognizable, reproducible design element, often including a name, symbol,
specified colors or trademark. It is a quick, visual representation of a message and position.
A well designed logo should evoke some memory or emotion from the viewer depending upon
their relationship with the brand. A logo is a tool to help communicate a brand and represent a
brand.
Brand & Company
Brand means Trademark, Logo or Trade name under which a product or service is sold in
market.
Company means a firm/business organisation/company which manfuctures / trades or provides

service to customers.

For eg. Nokia India Pvt. Ltd. is the name of the company and its Brand name is NOKIA under
which it sells its Products.
Corporate Name & Brand Name
Corporate name
***The name you use to register your business with your state. The government will recognize
your business by this name for legal and financial purposes. You will pay taxes under this name,
open a bank account under this name, etc
Brand name
***The name that is featured on your products, website, marketing, etc. This name is how the
consumer will identify your company and products. For legal protection, you can trademark
your brand name with the USPTO.
Branding:
Branding is the process by which a product is branded. It is a general term covering

various activities such as giving a brand name to a product, designing a brand mark and
establishing and popularizing it.
Branding is the process of creating and disseminating the brand name.
Brands versus Products
Brand is a name, term, sign, symbol, design or some combination that identifies the
products of a firm.
A product is a good or a service that is sold to customers or other businesses. Customers buy a
product to meet a need. In simple a product is a good, service or idea that fulfills the needs and
desires of organizations, social groups or individuals

Difference between Product & Brand
S.No Product Brand
1 A product is something that is made A brand is something that is bought by a

in a factory. consumer.
2 A product can be copied by a competitor A brand is unique
3 A product can be quickly outdated A successful brand is timeless.
4 Products Are Instantly Meaningful Brands Become Meaningful over Time
5 A product is a thing on a shelf A brand is an idea in the mind.
6 A product is in our minds only when But a brand exists in our minds as a set of
we see it, or use it. ideas and associations.
7 Companies Make Products Consumers Make Brands
Why brand?
• Identification.
• Repeat purchase.
• Assurance of quality.
• Image.
• Differentiation.
• Legal protection
Brand management
Brand management is a communication function in marketing that includes

analysis and planning on how that brand is positioned in the market, which target public the
brand is targeted at, and maintaining a desired reputation of the brand.

Strategic brand management
Strategic brand management is the next step in the branding process
Strategic Brand Management is a company policy for long-term and integrative that
includes the way s to creating, developing and managing its brand equity. It deals with the
concept and practice of brand management in its totality.
Evolution of Brands
The word "brand" is derived from the Old Norse brandr, meaning "to burn." It refers to the
practice of producers burning their mark (or brand) onto their products.
Although connected with the history of trademarks and including earlier examples which
could be deemed "proto brands" (such as the marketing puns of the "Vesuvinum" wine jars
found at Pompeii), brands in the field of mass-marketing originated in the 19th century with
the advent of packaged goods. Industrialization moved the production of many household
items, such as soap, from local communities to centralized factories. When shipping their
items, the factories would literally brand their logo or insignia on the barrels used, extending
the meaning of "brand" to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the world's first
trademark. Lyle‘s Golden Syrup makes a similar claim, having been named as Britain's oldest
brand, with its green and gold packaging having remained almost unchanged since 1885.
Cattle were branded long before this; the term "maverick", originally meaning an unbranded
calf, comes from Texas rancher Samuel Augustus Maverick who, following the American
Civil War, decided that since all other cattle were branded, his would be identified by having no
markings at all. Even the signatures on paintings of famous artists like Leonardo Da Vinci can
be viewed as an early branding tool.
Factories established during the Industrial Revolution introduced mass-produced goods and
needed to sell their products to a wider market, to customers previously familiar only with
locally-produced goods. It quickly became apparent that a generic package of soap had
difficulty competing with familiar, local products. The packaged goods manufacturers needed to
convince the market that the public could place just as much trust in the non-local product.

Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the
first products to be 'branded', in an effort to increase the consumer's familiarity with their
products. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal
furnish illustrations of the problem.
Around 1900, James Walter Thompson published a house ad explaining trademark

advertising. This was an early commercial explanation of what we now know as branding.
Companies soon adopted slogans, mascots, and jingles that began to appear on radio and
early television. By the 1940s, manufacturers began to recognize the way in which consumers
were developing relationships with their brands in a social/psychological/anthropological
sense.
From there, manufacturers quickly learned to build their brand's identity and personality (see
brand identity and brand personality), such as youthfulness, fun or luxury. This began the
practice we now know as "branding" today, where the consumers buy "the brand" instead of
the product. This trend continued to the 1980s, and is now quantified in concepts such as
brand value and brand equity. Naomi Klein has described this development as "brand
equity mania‖. In 1988, for example, Philip Morris purchased Kraft for six times what the
company was worth on paper; it was felt that what they really purchased was its brand
name.
BRANDING HISORY
Historical Origins of Branding
 15000 BC – Walls of the Lascaux caves in southern France contain not only painted
bison, but also handprints. It is a form of ownership marking. It is believed that these
handprints date to around 15000 BC.
 2000 BC – Evidence of advertising amongst Babylonians.
 1300 BC – potter‘s marks were used on pottery and porcelain in China, Greece,
Rome, and India. These marks indicated ownership and quality.
 Medieval Times – Printers used marks such as water marks. Craft guilds used marks.
 1200 AD – Bread makers, goldsmiths and silversmiths put their marks on goods. In

1206, England passed the baker marking law, which required stamps and pinpricks on
loaves of bread to indicate origin. Spirit makers marked their oak barrels of Scotch
whisky with a hot iron symbol to indicate the liquor‘s origins.
 1600-1800 AD – Criminals were branded. Slaves too were branded.
 Early 1800 AD – Patient medicines and tobacco companies branded their products.
Fraternities and sororities branded their pledges during initiation rites.
 1800s – P & G and other consumer product companies began branding their products.
 1950s – Brand personality was championed by Martineau.
 1980s – Brand Equity developed as a concept.
 Late 1990s and early 2000s – Branding emerged as a significant area of emphasis.
Essential criteria for successful brands
• Differentiation from competition

• Meaningful
Essential • Superior product quality
• Adding business value (produce business results)

• Consistently experienced( quality they did in first time)
• Audience Knowledge
Criteria
• Competitiveness (gaining bs is not easy)
• Additional Services ( Never far away- Maruti, Apollo tyres))

• Being sustainable (big platform- tech,opportu..,new positions)
• Passion (passion leads to enthusiasm)
For Successful • Exposure (reach the audience)
Brands
• Being operationalised (systematic mgt of brands)
1. Differentiation from competition:
Organisations need to differentiate their offerings from that of competitors, to develop

successful brands. The distinction must be clear in the minds of the customers. If this is
accomplished customers will recognize and appreciate the unique aspect of the product.
Bose speakers use the highest quality woofer components.

2. Meaningful:
A strong brand is relevant and compelling to the customers. So having a meaningful personal
brand means we offer something of value that these people want.
3. Superior product quality:
Examples of Sony & BMW, which have developed a very strong brand image in the market
because their products are known wide for their excellent quality. A strong brand goes
automatically with quality & consistency.
4. Adding Business value:
A strong brand produces business results. The personal brands are not limited to business
situations- yet in all situations; one should be seeking to deliver tangible, measurable results.
Having a strong personal brand means making a difference.
5. Consistently experienced:
A strong brand is a consistent one. That is we do what we say and we say what we do. When
customers come back to a business for repeat sales, they usually expect to receive the same level
of quality as they did the first time. So Consistent is should be essential.
6. Audience knowledge:
The best brands have a thorough understanding of the demographic of their target market, what
their interests are, and how they communicate. Understanding the target market is critical
because it provides direction for the tone and reach of a marketing campaign along with the
overall identity of a brand.
7. Competitiveness:
Gaining an edge in today‘s business world is not easy. For a brand to make a name for itself,
team members should thrive on competition and constantly strive to improve. This is the main
principle.
8. Additional services:
Maruti has service stations in every spot in India, giving it an edge over other players. This gives
customer preference. This is because customers know that whenever and wherever they have a
problem with their Maruti cars, a Maruti service station is ―never far away‖, as the slogan says.

9. Being sustainable:
A strong brand enables us to be successful now and in the future. Instead of allowing ourselves
to be defined by our current circumstances, we would be developing a big enough platform to
sustain us beyond our next gig or job.
10. Passion:
While it is certainly possible to build a brand in the short term without passion, it is almost
impossible to sustain it in the long run. Passion also helps businesses to persevere through
inevitable setbacks.
11. Exposure:
Another big part of being recognized as a distinctive, successful brand is the ability to reach
consumers through mulitiple channels. Obviously larger companies have an advantage gaining
exposure because they usually have a bigger marketing and more existing connections.
12. Being sustainable:
A strong brand enables us to be successful now and in the future. We should be constantly
growing and learning so that we can continue to deliver our value as new positions, technologies
and opportunities open up.
Basic Branding concepts
Brand Positioning: It is the act of designing the company‘s offer and image so that it
occupies a distinct and valued place in the target customer‘s minds.
Brand Licensing
A legal authorization by a trademarked brand owner to allow another company (the licensee) to
use its brand, brand mark, or trade character for a fee.
Global brands:
Global brands are brands that are recognized throughout much of the world. A global brand has
the advantage of economies of scale in terms of production, recognition, and packaging
Multi Branding:
The marketing of more than two or more brands, belonging to the same or related category, by a
company is called multi-branding. In this case, the brands are mostly substitutes of each other.

Example: Hindustan Unilever Ltd (HUL) has a number of bathing soap brands, for
example Breeze, Dove, Hamam, Lifebuoy, Lux, etc. This is an example of multi branding since
there are many soap brands under the category of bathing soaps under the umbrella of HUL.
Brand ambassador
Brand ambassador is specialized form of celebrity endorsement and acts a direct

communication channel between the company and his target audience
Eg: Sharuh Khan is the brand ambassador of HYUNDAI
Brand value chain:
Brand value chain is structured approach to assessing the sources and outcomes of brand equity
and the manner by which marketing activities create brand values.
Brand architecture:
Brand architecture It‘s the building plan for creating a strong brand. It is the structure of
brands within an organizational entity. It is the way in which the brands within a company‘s
portfolio are related to, and differentiated from, one another.
Brand Hierarchy:
Brand hierarchy is a useful means of graphically portraying a firms branding strategy by

displaying the number and nature of common and distinctive brand elements across the firms
products, revealing the explicit ordering of brand elements.
Brand Portfolio:
Brand portfolio includes all the brands and sub-brands attached to product market offerings. In
order to distribute the company‘s investment most effectively, we have to look at the
relationships between all the sub-brands and its strategic importance in overall brand building.
Brand Knowledge:
It is a function of awareness, which relates to consumers‘ ability to recognize or recall the brand,
and image, which consists of consumers‘ perceptions and of associations for the brand.
Brand Building:

Enhancing a brand‘s equity directly through advertisement and indirectly through promotions
such as championing or event sponsorship.
RE-Positioning
Re-positioning involves changing identity of a product relative to the identity of competing

products in the collective minds of the target market. Re-Positioning is the changing the
positioning of the brands, sometimes certain positioning does not work for the brand and hence
the company tries to re-position it
EX: Cadbury‘s Dairy Milk classical example of re-positioning
Brand recall
A Quantitative measure of how well brand name is connected with a product type or class of
products by consumers often tested through surveys or interviews, Brand recall is tested by
asking participants questions such as ―name as many car model as possible‖
Brand Leverage:
A brand leveraging strategy uses the power of an existing brand name to support a company‘s
entry into a new, but related, product categorybrand strategy
Brand strategy
Brand strategy is a long-term plan for the development of a successful brand in order to achieve
specific goals. A well-defined and executed brand strategy affects all aspects of a business and is
directly connected to consumer needs, emotions, and competitive environments.
Brand communication
Brand communication is the art of bridging the gap in the perceptions the target audiences have
about the brand. In short Brand communication is the channel through which the organization
declares its commitment to meet the brand promise.
Brand Promise
A brand promise is what the company commits to the people who interact with it. Brand
promise is what you say to the customer and what is to be delivered.

Brand Promotion
Brand promotion is a marketing strategy used to relay messages about the company to
consumers. It is designed to inform, remind, persuade and influence the customers to boost up
the sales.
Customer equity & Brand equity
Brand Equity is defined as value and strength of the Brand that decides its worth whereas
Customer Equity is defined in terms of lifetime values of all customers.
Brand Experience
A brand experience is a brand‘s action perceived by a person. ―Brand experience: all the
interactions people have with a product, service, or organization; the raw material of a brand‖
Commodity
A commodity is a good for which there is demand, but which is supplied without qualitative
differentiation across a market . It is a marketable item produced to satisfy wants or needs
Brand Value:
In simpler terms, what the brand is worth to management and shareholders. Brand value is the
extra money a company can make from its products solely because of its brand name . Brand
value is the net present value of future cash flows from a branded product minus the net present
value of future cash flows from a similar unbranded product.
Brand equity
Brand equity is a set of perceptions, knowledge and behaviour on the part of customers that
creates demand and/or a price premium for a branded product. In other words, what the brand
is worth to a customer.
Brand Attributes
Brand Attributes portray a company‘s brand characteristics. They signify the basic nature of
brand. Brand attributes are a bundle of features that highlight the physical and personality

aspects of the brand. Attributes are developed through images, actions, or presumptions. Brand
attributes help in creating brand identity.
Brand Equity
When the brand is well recognized and has positive associations in the mind of the consumer
then the concept is referred to as brand equity. Brand equity is an intangible asset that depends
on associations made by the consumer.
Brand imagery
Brand imagery is how people think about a brand abstractly rather than what they think the
brand actually does. Brand imagery are the tangible or intangible elements that consumers
associate with a brand. It could be a package, an experience, a small, a feeling, a taste, and so on.
In other words, it can come from any of the five senses, and can be unique to each consumer.
Brand Judgments
Brand judgments focus upon customers‘ own personal opinions and evaluations with regard to
the brand.
Brand extension:
Brand extension is marketing strategy in which a marketer launches a new product with well-
developed brand using the same brand name. Brand use this strategy to increase visibility and
leverage equity.
An existing brand that develops brand extension is known as parent brand. For example, Nike
dealt only with shoes but now it has variety of products like watches, caps, jackets and so on.
Brand valuation:
It is the process of identifying and measuring the economic benefit- brand value- that derives
from brand ownership.
Endorsed brand:
Generally if a product or service brand name that is supported by a master brand –either
dominantly then it is called as endorsed brand. . Eg Nestle Kit kat

Re Branding:
When a brand owner revisits the brand with the purpose of updating or revising based on
internal and external circumstances.
Brand Associations:
Brand association is anything which is deep seated in customer‘s mind about the brand. It is the
degree to which a particular brand is associated with the general product category in the mind of
the consumer (share of mind).
Brand Identity:
It is how an organization seeks to identify itself with unique characteristics. The visible elements
of a brand (such as colors, design, logotype, name, symbol) that together identify and
distinguish the brand in the consumers' mind.
Re launch:
It is the process of reintroducing a product or brand to the market after changes or

improvements have been made.
Service Brand:
Service brands are characterized by the need to maintain a consistently high level of service
delivery. This category comprises the following:
 Classic service brands (such as airlines, hotels, car rentals, and banks).
 Pure service providers (such as member associations).
 Professional service brands (such as advisors of all kinds – accountancy, management

consultancy).
 Agents (such as travel agents and estate agents).
 Retail brands (such as supermarkets, fashion stores, and restaurants).

Advantages & Disadvantages of branding
Advantages of branding (Functions)
Branding is very important for a company to distinct its products and services from
others. Branding is not only important to the owner but also important to consumers and
retailers.
Branding is very important to,

 Consumers
 Manufacturers
 Intermediaries
Branding is very important to Consumers, Manufacturers and Intermediaries
1. To the consumers;
 Consumer can easily identify the products as they are distinctive. For example, a G Star
Jeans is easily distinguishable from H&M, Next or Zara‘s Jeans because G Star puts their
sign or name (96, G Star) on the pocket.
 It gives some feelings to the consumers when they shop branded products. For example,
if someone buys an Armani watch he/she feels prestige.
 It reduces risk in purchasing because consumer knows the quality, features and other
benefits of products without using it.
 Helps to have quick buying decision because brand attracts consumers.
 Provides consumers with choice
 It can reduce the risks in product decisions.
 It also plays a significant role in product characteristics:
 Search Goods ( size ,colour,style,weight,ingredients etc.)
 Experience Goods(durability,quality,safety,ease of handling etc)
 Credence goods (insurance coverage)
2. To the Manufacturers / owners;
 It saves advertising costs if the brand name is popular.

 It widens the market for products.
 Companies can charge premium price.
 It gives opportunity to the company for line extension.
 It helps owners to create consumer loyalty as it gives value to the consumers what they
pay for.
 Means of legally protecting unique features.
 Source of financial returns & competitive advantage.
 Brands increase value of a company
 Brands attract the best candidates.
3. To the intermediaries;
 Easy selling process & lead to large sales
 Branded items make easier for the suppliers to process the orders and track down
problems.
 Retailers are happy to sell branded products because they are good seller.
 Distributors can easily find out quick moving products.
 Special selling efforts need not be taken.
 Reduces cost of distribution
Also Branding Helps to enhance,
 Aids in Introduction of New Products
Firms that establish a successful brand can extend the brand by adding new products under the
same ―family‖ brand
 Helps Build Brand Loyalty
Customers who are frequent and enthusiastic purchasers of a particular brand are likely to
become Brand Loyal
It also gives,
 Economic Advantages ( promotes competition)
 Functional Advantages (Best quality)

 Psychological Advantages (feeling good)
Disadvantages of Branding
(i) Cost
If we wish to create and maintain a strong brand presence, it can involve a lot of design and
marketing costs. A strong brand is memorable, but people still need to be exposed to it, this
often requires a lot of advertising and PR over a long period of time, which can be very costly.
There are also costs involved with the creating of a brand image or logo (Paying for a designer,
printing new letterheads/business cards etc.), and although most of these are only one off costs,
they are still relatively large for most small businesses.
(ii) Impersonal
One of the main problems with many branded businesses is that they lose their personal image.
The ability to deal on a personal basis with customers is one of the biggest advantages small
business have, and poorly designed branding could give customers the impression that your
business is losing its personal touch.
(iii) Fixed Image
Every brand has a certain image to potential customers, and part of that image is about what
products or services you sell. If you are known for selling just one product, and you want to sell
another product, will you be able to do so effectively? If you sell computers, would your brand
name be suitable for selling vacuum cleaners? If your brand is focused too strongly on one
product, it can limit your ability to sell other products.
(iv)Timescale
The process of creating a brand will usually take a long period of time. As well as creating a
brand and updating your signs and equipment (e.g. Stationary, vehicles etc…), you need to
expose it to your potential customers. It is commonly shown that people need to see an advert at
least three times before they absorb it, which means you will need to advertise and promote the
brand for a considerable amount of time before it will become well known.

The importance (significance) and role of branding
Branding is an integral part of the business building process. Large corporations spend
hundreds of millions of dollars building their brands, and there‘s a reason:
 Brands enable customers to remember your product-service.
 Brands build customer loyalty and lead to repeat purchases.
 Brands make it easier for current clients or customers to refer you to others.
 Brands send a message as to what your customers can expect.
 Brands convey an emotion.
 Brands add value.
We use brands as shorthand to make our trips to the grocery store easier; we use brands to
reassure us about our purchasing decisions; we even use brands to define ourselves in society.
Remember: a brand is a promise. With a brand, you set customer expectations. When someone
buys your product or service, they count on those expectations to be fulfilled.
Different Types of Brands:
Types of Brands
According to Ownership According To Market Area

According to the number
Manufacturers Brand 1. Local Brand
of Products
Middlemen’s Brand 2. Provincial brand
3. Regional Brand Family Brands
4. National Brand Product line Brands
5. International Brand Individual Brands
According to use
Fighting Brand
Competitive Brand

Brands are classified on the following;
1. According to ownership
a. Manufacturer’s Brand:
When a manufacturer markets a good or family of goods under its own brand name(s) then it is
known as manufacturers Brand. Philip‘s Company like Philips radio, Philips Tv, Philips Bulbs
etc
b. Middlemen’s Brand:
Sometimes, some manufacturer leave their products for branding by the distributors/retail
chain as per the latter‘s choice. Such brands are called middleman‘s brand; There are many
small scale producers of products like bulbs, fans, soaps. Detergents, food products, garments,
etc. who leave their products for branding and marketing by distribution houses.
2. According to the Market Area
a. Local Brand:
When brands are used for local market, it is called local brand. Under this type of brand,
different brands are used in different markets.
b. Provincial brand:
When one brand is used for a particular province or state it is called provincial brand. Different
brands are used in different states for the same product.
c. Regional Brand:
Under this type manufacturer uses his brand name only in a particular region. Different names
for different regions are used. Under this, the whole market is divided into different region such
as East, West, North, South and central regions etc.
d. National Brand:
When manufacturer uses his product‘s brand for selling his product throughout the country, it is
called national brand.

e. International brand:
When the same brand is used for selling the product in all the countries of the world it is called
international Brand.
3. According to the number of products
a. Family Brand:
When the manufacturer uses a single brand for all his products and in all market segments, it is
known as family brand.
For Example, all the products of Bajaj Group are marketer with the brand name of Bajaj such as
bulbs, tube light, scooter, ceiling fans etc.
b. Product Line Brand:
When the business or industrial houses are different brand names for their different product
lines it is called product line brand.
c. Individual brand:
When individual product is marked different brand names for the product, produced by the
same manufacturer, it is called individual brand.
For Example toilet soaps produced by HUL bear different brand names lifebuoy, Lux, Rexona
etc.
4. According to use
a. Fighting Brand:
When there is very tough competition in the market and the product wants to introduce a new
product which has quite a different characteristic from that of competitors brand & which gives
an impression of such a difference, it is called fighting brand.
For Example ITC ltd has recently introduced ―NOW‖ brand cigarette.
b. Competititve Brand:
When the brand introduced in the market is almost similar to those of competitors, such a brand
is known as competitive brand.
For Example Moti Soap, Nirma Soap, 555 Soap etc.

Characteristics of Successful Brands
1. Audience Knowledge
The best brands have a thorough understanding of the demographics of their target market,
what their interests are, and how they communicate
2. Passion
While it‘s certainly possible to build a brand in the short-term without passion, it‘s almost
impossible to sustain it in the long run.
3. Consistency : When consumers come back to a business for repeat sales, they usually
expect to receive the same level of quality as they did the first time. Restaurants and their food
and service quality are a great example of this.
4. Competitiveness
Gaining an edge in today‘s business world isn‘t easy. For a brand to make a name for it, team
members should thrive on competition and constantly strive to improve.
5. Exposure:
The brand must be able to reach its target market through multiple channels –whether that be
media, social networks, etc
6. Relevancy
A strong brand must be relevant. It must meet people's expectations and should perform the
way they want it to. A good job must be done to persuade consumers to buy the product; else in
spite of company's product being unique, people will not buy
7. Uniqueness/Distinctive
A strong brand should be different and unique. It should set the company apart from other
competitors in market.
8. Sustainable
A strong brand makes a business competitive. A sustainable brand drives an organization

towards innovation and success.
9. Credibility

A strong brand should do what it promises. The way a company communicate its brand to the
audience/customers should be realistic. It should not fail to deliver what it promises
10. Appealing
A strong brand should be attractive. Customers should be attracted by the promise it make and
by the value it deliver
11. It should be easy to remember
12. It should be adaptable to new products
Co-Branding
Meaning:
When two or more brand appears on a single product or service it is called Co-
Branding. It is also known as dual branding. (Partnership Branding, Alliance Branding)
Co-branding is a marketing approach that seeks to associate a single product/service

with more than one brand name
Co-branding is the practice of using multiple brand names together on a single

product or service.
Prerequisites of Co Branding
• Both brands are easy to identify based on their product.
• Both brands provides different variety of items, that should be considered as value for
the price
• There should be a symbiotic Relationship between the two brands
• Both brands should bring different products or services.
• Both should have demand on all levels ( Regional, national & International)
• Both brands are Compatible with each other
Advantages/Benefits of Co -Branding
1. Reduce the cost of product introduction
Co Branding can reduce the cost of product introduction because two well known images are
combined, accelerating potential adoption.

2. Reputation
As the established brand already enjoys a considerable amount of goodwill and reputation, it
gets transferred to the new product, and both companies benefit from it.
3. Means to learn about consumers
Co branding also may be a valuable Means to learn about consumers and how other companies
approach them.
4. Risk Sharing
The risk of a high marketing and advertising cost gets shared between both partners. This leads
to a limited risk for each of the companies; hence, it will prove beneficial to both.
5. Shared Consumer Loyalty
One of the key benefits is that loyal customers of one brand may display the same affection for
the other. This will earn the product a good number of patrons.
6. Brand Awareness
Co-branding works wonders for brand awareness for both companies. As people like to know
more about this collaborative product, it results in an increased level of brand awareness for
both.
7. Increase in Sales
By giving the target market a new product which is fused with qualities of both the brands, it
creates excitement, generates publicity, and often leads to a significant boost in the volume of
sales
8. Wide Range of Consumers
As the product enjoys the interest of a target market for both the brands, it is able to reach out to
a wide range of consumers.
9. Technological benefits
Two companies implement their respective technologies to create a product which proves to be
stronger than their individual products. This can even lead to world-class state-of-art
technology.

10. Establish Credibility
Two brands coming together in unison establishes credibility because each company is able to
highlight and reflect each other‘s assets. and thus strengthen their position in a given market.
11. Extend Reach
When two brands come together to form a co-branding partnership, they automatically are
given the opportunity to gain the interest of each other‘s market
12. Greater access to new sources of finance.
Disadvantages of Co Branding
 Co-branding may fail when the two products have different market and are entirely
different.
 If there is difference in visions and missions of the two companies, then also
composite branding may fail.
 Co-branding may affect partner brands in adverse manner. If the customers associate
any adverse experience with a constituent brand, then it may damage the total brand
equity.
 Dilution of Communication
One of the greatest drawbacks is that both the brands go without being noticed. This is
because of the dilution of communication that would have otherwise worked for the brands
independently.
 Small Businesses May Not Get Noticed
If a small business is collaborating with a well-known big brand, it will do little to focus on
the small business. They may even lose their personal image in the entire process.
 Large Businesses May Get Affected
Usually, loyal customers of a well-known brand will buy their product; however, they may
get confused with their association with a lesser-known brand. This may lead them to be
skeptical when buying the co-branding product.
 Fear of Misalliance

If seek alliance with the wrong company, it will not be able to provide value to the customers
and meet their expectations. This may lead to product failure.
Factors Affecting Co Branding:
Partner choice:
Choice of the partner becomes critical issue in co branding. Any mis match could lead damage
the equity to both brands.
Promotion:
Deciding the promotion mix and the ratio of exposure and spending by both the brands is the
next level of decision that has to be made.
➪ How the brands complement each other

➪ Reputation of the brands
➪ The value they provide to the consumer
➪ Timing of the co-branding
➪ Packaging of the product
➪ Marketing of the product
➪ Price of the product
➪ Benefits it will offer to consumers
Types /Methods /Strategies of Co Branding
 Ingredient co-branding
 Same company co-branding
 Joint venture or post merger co-branding
 Multiple sponsor co-branding
1. Ingredient co-branding
When a brand advertises that it has used ingredients or components made by the another brand
it is known as ingredient co-branding.
Examples:

– Pillsbury Brownies with Nestle Chocolate
– Dell Computers with Intel Processors
2. Same company co-branding
Another form of co-branding is same-company co-branding. This is when a company with more
than one product promotes their own brands together simultaneously.
Examples:
Kraft Lunchables and Oscar Mayer meats
An example of this is ‗Titan, from the house of Tatas‘ which uses both brand Titan and the
parent brand Tata.
3. Joint Venture Co-branding
Joint venture co-branding is another form of co-branding defined as two or more companies
going for a strategic alliance to present a product to the target audience.
• For Example:
– Maruti Suzuki
– Hero Honda
4. Multiple sponsor co-branding
Finally, there is multiple sponsor co-branding. This form of co-branding involves two or more
companies working together to form a strategic alliance in technology, promotions, sales, etc.
Example:
• Citibank/American Airlines/Visa credit card partnership
Brand Strategy
Meaning: It is defined as a long-term plan for the brand including a determination of key
audiences and an understanding of what those audiences need to know about the brand and
experience.

Types of Branding Strategies
Types of Branding Strategies

Product branding
Line Branding
Range Branding
Endorsement branding
Umbrella Branding
Co-Branding
Multiple Branding
Source Brand Strategy
1. Product Branding:
Product branding is the act of giving each individual product that a company produces with a
different brand name. The result of this strategy is that each new product receives its own brand
name that belongs only to it.
For example, Procter & Gamble
• Vicks Ariel Tide Head & Shoulder Pampers
Advantages:
 Each product has an image and identity that is unique.
 The major advantage is that if the product does not performs well, it will
not hurt the company’s image.
 Also known as individual branding, multi branding & house of brands

2. Line Branding:
In this strategy a group of related products are manufactured by a single company i.e offering
one coherent product under a single name by proposing many complementary or supporting
products.
For example: Lakme started off with a cold cream and later extended to other products as nail
enamel, powder, eye liner, foundation etc..
3.Range Branding:
Range branding strategy bestow a single brand name and promote through a single promise a
range of products belonging to the same area of performance. In range branding the same ‗area
of expertise‘ is extended to several products.
This strategy helps companies to extend the brand to products that do not complement each
other.
Example: Himalaya Drug Company has a range of Ayurvedic products such as Health Care,
Skincare, and Hair Care etc under the brand name, Ayurvedic Concepts.
4. Umbrella Branding/Family Branding
An umbrella branding strategy, is a marketing practice that involves selling many related
products under a single brand name
Some examples are Amul, Godrej ,Tata , Johnson & Johnson baby care products Johnson's Baby
Powder, Johnson's Baby soap, Johnson's Baby Shampoo etc.
Advantages:
 Promotion is very cheap and easy for products falling under umbrella branding.
 This strategy is generally implemented by firms coming up with a new product.
 For all the different products and services, advertising, promotion and Integrated
Marketing Communications tools can be combined.
 Also, launching of a new product under umbrella gains recognition easily as it is
introduced in the market which has already accepted the brand image.
Disadvantages
 If any one product under umbrella branding does not do well in the market then it
can affect the overall brand
 Different brands in umbrella branding will have different qualities which will vary
and thus it can be an obstacle for smooth functioning of brand as well as firm.

5. Endorsement Branding:
In this strategy ,companies use both the company brand name and the product brand; however,
the product brand name is given more importance and the corporate brand name is relegated to
a lesser status.
• The brand gets an endorsement that it belongs to a specified company. For E.g.:
– Kit Kat gives a signal that it is a Nestlé's product
– Similarly, Dairy Milk gives is a Cadbury‘s brand
Advantages
 Increases customers’ trust in the product.
 Allows freedom to the brand to get its own distinction.
Disadvantage:
 If the company name and hence its area of expertise is inconsistent to the
product category, this kind of endorsement branding may not work.
6. Source/Double Branding Strategy
This strategy combines firm‘s name with the product brand name. In this approach, the product
gains from the company brand name, its associations and awareness as well as the uniqueness of
the product brand.
• Example: Bajaj Chetak
– Chetak is the name of the scooter
– Bajaj is the company behind it
– Hence, brand is Bajaj Chetak
Advantages:
 The product benefits from both the company name and the product brand name
 The investment in double branding is much less than a stand-alone product branding
approach.
Disadvantages:
 If the expertise domain of the company is not consistent with the product category,
double branding may not work.
7. Multi-brand strategy
Multi-brand strategy, as defined as the marketing of two or more similar and competing
products by the same firm under different and unrelated brands.

This strategy refers to the practices of a company having many brands in a single product
category.
• For e.g.Tata has multiple brand in watches as Titan, Fastrack, Sonata, Raga and Edge.
8. Co Branding
• It is also known as dual branding. (partnership, Alliance)
• It occurs when two or more brand appears on a single product or service.
Store brands
Meaning:
Store brands are a line of products strategically branded and sold under a
retailer’s brand. In simple an item offered for sale under a store's own label. They are also
known as private label, private brands, or private goods.
Common examples of private brands include:
• Grocery products - canned food, frozen food, rice, cereal, sodas, etc.
• Generic medicine and health products - pain relievers, cough syrup, bandages, etc.
• Textiles - towels, washcloths, bed sheets, etc.
• Clothing
• Household supplies - cleaning products, kitchen utensils, dishes, etc.
Advantages of Store Brands:
 Lower Price
This is the biggest advantage of buying store brand items. They are usually cheaper and
sometimes significantly so.
 High profit
With higher margins possible, there is a greater opportunity for profit.
 They often taste exactly the same (or better)
As it is a store brand does not mean that it is bad. Sometimes the store brand item is just as good
as the regular one. Some people even prefer the store brand items in some cases

 Price Control
Store brands allow more freedom & control over pricing strategies.
 Freedom to create own marketing plans
There is also more freedom for retailers to create their own marketing plans and to control their
own inventory in stock.
 Creates Customer loyalty
It allows retailers to create a personalized and unique image, which promotes stronger customer
loyalty.
 Greater Control
Private labeling allows for greater control over many factors - including sales, marketing, and
distribution. Retailers can have complete control over product distribution with private label
products.
 Available only from retailers
The products are only available from the retailer - customers will not go into a popular
megastore and find the private brand product at a lower price.
 Wide range of Industries using store brands
Private label brands are available in a wide range of industries from food to cosmetics
 Eliminates much of the manufacturer's promotional costs
 In store placement
Retailers with store labels can shape the shopper‘s in store experience. This might translate into
marketing advantages gained from in srore placement of private label products.
Disadvantages of Store Brands:
 Lack of standardization (low quality)
Private labels sometimes are not able to meet quality standards between categories upsets the
customers.
 Lower price

Private labels have low price as compared to national brands. Consumers now believe that low
price equates to low quality. This is one of the major drawbacks for store brands.
 Lack of control over inventory
It requires some lead time, also requires a more in organizing and control of inventory than
purchasing the national branded product.
 Lack of innovation
When people compare the retailers brand to national brands the former shows lack of
innovation. It is difficult for retailers to specialize in new product innovations.
 Dependability ( depend on manufacturers)
As most of the private label products are outsourced, the retailers have to depend on the
manufacturers.
 Narrow choice for customers (not wide as national brand)
The customers get a wider choice and visibility in national brands rather than in private label.
National brands are available everywhere, whereas private label products are available with the
respective retailers only.
 We can't always get store brand items
Sometimes certain products do not come in store brands. We might not have as wide a
selection. For instance, some breakfast cereals come in many different flavors. They may have a
store brand for one of the flavors but not for all of them.
Pricing Strategies:
• Copycat:
Here the retailer prices his brand lower than the competing brands. This is one of the
most popular pricing strategies.
• Parallel:
Here the retailer prices his brand equal to the competing brands. Some retailers do not
want their brands to be perceived of lower quality than the other brands and so they
price it at the same level.
• Premium:

Here the retailer prices his brand higher than the competing brands. This is generally
done to attach a snob value with the private label.
The Branding Process
1. Determine what we are branding.
Decide whether the brand will be our one-and-only or one of several brands in our
organization.
2. Research.
Investigate everything there is to know about our product and the market in which it will
compete.
3. Position the brand.
Define what makes the brand unique and how it will slot into an available space in the
market and in our customers‘ minds.
4. Define the brand.
State what the brand stands for, what unique benefit it provides, what it promises to
consumers and associates, and the image that will permeate everything from the marketing
communications to our product design, business character, and consumer experience.
5. Develop the brand identity.
Include all possible elements in the brand — brand name, logo, tagline, and other brand
signature elements.
6. Launch the brand internally first.
Introduce the brand in-house before announcing it via publicity, advertising, promotions,
and presentations.
7. Manage the brand.
Develop brand champions, deliver a consistent brand experience, understand the brand‘s
value, leverage your brand‘s reputation — with caution, and protect the brand through usage
rules and legal rights.
8. Monitor, evaluate, and update the brand.
Keep the brand relevant and credible in light of changes to your business.

2 Marks
1. What is a brand?
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's
product distinct from those of other sellers.
2. What is a brand name?
Brand name consists of words, letters, or numbers which can be vocalized or pronounced.
Eg:Usha Fans.
3. What is a brand mark?
Brand marks are the symbol, design or distinctive coloring, shape, etc which cannot be
vocalized. It could be recognized only by sight but may not be pronounced.
4. What is a trademark?
When a brand name or brand mark is registered and legalized it becomes a trade mark. Thus
registered brands are trademarks.
5. What is a logo?
A logo is an easily recognizable, reproducible design element, often including a name, symbol,
specified colors or trademark. It is a quick, visual representation of a message and position
6. What is Branding?
Branding is the process by which a product is branded. It is a general term covering various
activities such as giving a brand name to a product, designing a brand mark and establishing
and popularizing it.
7. What is a product?
A product is a good or a service that is sold to customers or other businesses. Customers buy a
product to meet a need. In simple a product is a good, service or idea that fulfills the needs and
desires of organizations, social groups or individuals
8. What is Brand management?
Brand management is a communication function in marketing that includes analysis and

planning on how that brand is positioned in the market, which target public the brand is
targeted at, and maintaining a desired reputation of the brand.

9. Strategic brand management
Strategic brand management is the next step in the branding process
Strategic Brand Management is a company policy for long-term and integrative that includes the
ways to creating, developing and managing its brand equity.
10. What is Brand Positioning?
It is the act of designing the company‘s offer and image so that it occupies a distinct and valued
place in the target customer‘s minds.
11. What is Brand Licensing?
A legal authorization by a trademarked brand owner to allow another company (the licensee) to
use its brand, brand mark, or trade character for a fee.
12. What are Global brands?
Global brands are brands that are recognized throughout much of the world. A global brand has
the advantage of economies of scale in terms of production, recognition, and packaging
13. What is Multi Branding:?
The marketing of more than two or more brands, belonging to the same or related category, by a
company is called multi-branding. In this case, the brands are mostly substitutes of each
other.Example: Hindustan Unilever Ltd (HUL) has a number of bathing soap brands, for
example Breeze, Dove, Hamam, Lifebuoy, Lux, etc.
14. What is a commodity?
A commodity is a good for which there is demand, but which is supplied without qualitative
differentiation across a market . It is a marketable item produced to satisfy wants or needs
15. What are Brand Values?
In simpler terms, what the brand is worth to management and shareholders. Brand value is the
extra money a company can make from its products solely because of its brand name . Brand
value is the net present value of future cash flows from a branded product minus the net present
value of future cash flows from a similar unbranded product.
16. What is Brand Experience?
A brand experience is a brand‘s action perceived by a person. ―Brand experience: all the
interactions people have with a product, service, or organization; the raw material of a brand

17. What are Service Brands?
Service brands are characterized by the need to maintain a consistently high level of service
delivery. This category comprises the following:
 Classic service brands (such as airlines, hotels, car rentals, and banks).
 Pure service providers (such as member associations).
 Professional service brands (such as advisors of all kinds – accountancy, management

consultancy).
 Agents (such as travel agents and estate agents).
 Retail brands (such as supermarkets, fashion stores, and restaurants).
18. What do you mean by Family Brand?
 When the manufacturer uses a single brand for all his products and in all market
segments, it is known as family brand.
 For Example, all the products of Bajaj Group are marketer with the brand name of Bajaj
such as bulbs, tube light, scooter, ceiling fans etc.
19. What are the characteristics of successful brands?
 Audience Knowledge
 Consistency
 Competitiveness
 Credibility
 It should be easy to remember
 It should be adaptable to new products
20. What is Co-Branding?
When two or more brand appears on a single product or service it is called Co-Branding. It is
also known as dual branding. (Partnership Branding, Alliance Branding)
21. What do you mean by Ingredient co-branding?
When a brand advertises that it has used ingredients or components made by the another brand
it is known as ingredient co-branding.
Examples: Pillsbury Brownies with Nestle Chocolate ,Dell Computers with Intel Processors

22. What is brand strategy?
It is defined as a long-term plan for the brand including a determination of key audiences and
an understanding of what those audiences need to know about the brand and experience.
23. What is Range Branding?
Range branding strategy bestow a single brand name and promote through a single promise a
range of products belonging to the same area of performance. In range branding the same ‗area
of expertise‘ is extended to several products.
24. What is Umbrella Branding/Family Branding
An umbrella branding strategy, is a marketing practice that involves selling many related
products under a single brand name. Some examples are Amul, Godrej ,Tata , Johnson &
Johnson baby care products Johnson's Baby Powder, Johnson's Baby soap, Johnson's Baby
Shampoo etc.
25. What is Endorsement Branding?
In this strategy, companies use both the company brand name and the product brand; however,
the product brand name is given more importance and the corporate brand name is relegated to
a lesser status.
Example: Kit Kat gives a signal that it is a Nestlé's product
26. What is Source/Double Branding Strategy?
This strategy combines firm‘s name with the product brand name. In this approach, the product
gains from the company brand name, its associations and awareness as well as the uniqueness of
the product brand. Example: Bajaj Chetak
27. What are Store brands or private label brands or retailer’s brands?
Store brands are a line of products strategically branded and sold under a retailer‘s brand. In
simple an item offered for sale under a store's own label. They are also known as private label,
private brands, or private goods.

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Unit 1

BRAND = “MIND SET”

B - Business pushing profile

A brand is a 'promise of an experience' and conveys to consumers a certain assurance as to the

What is a brand name?

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 1

Brand & Company

Company means a firm/business organisation/company which manfuctures / trades or provides

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 2

Corporate Name & Brand Name

Branding is the process by which a product is branded. It is a general term covering

Branding is the process of creating and disseminating the brand name.

Brands versus Products

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 3

S.No Product Brand

1 A product is something that is made A brand is something that is bought by a

2 A product can be copied by a competitor A brand is unique

3 A product can be quickly outdated A successful brand is timeless.

4 Products Are Instantly Meaningful Brands Become Meaningful over Time

5 A product is a thing on a shelf A brand is an idea in the mind.

7 Companies Make Products Consumers Make Brands

Brand management is a communication function in marketing that includes

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 4

Strategic brand management is the next step in the branding process

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 5

Around 1900, James Walter Thompson published a house ad explaining trademark

Historical Origins of Branding

 2000 BC – Evidence of advertising amongst Babylonians.

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 6

 1600-1800 AD – Criminals were branded. Slaves too were branded.

 1950s – Brand personality was championed by Martineau.

 1980s – Brand Equity developed as a concept.

Essential criteria for successful brands

• Differentiation from competition

• Adding business value (produce business results)

• Additional Services ( Never far away- Maruti, Apollo tyres))

1. Differentiation from competition:

Organisations need to differentiate their offerings from that of competitors, to develop

Bose speakers use the highest quality woofer components.

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 7

3. Superior product quality:

4. Adding Business value:

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 8

12. Being sustainable:

Basic Branding concepts

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 9

Brand ambassador is specialized form of celebrity endorsement and acts a direct

Eg: Sharuh Khan is the brand ambassador of HYUNDAI

Brand value chain:

Brand hierarchy is a useful means of graphically portraying a firms branding strategy by

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 10

Re-positioning involves changing identity of a product relative to the identity of competing

EX: Cadbury‘s Dairy Milk classical example of re-positioning

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 11

Customer equity & Brand equity

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 12

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 13

It is the process of reintroducing a product or brand to the market after changes or

 Pure service providers (such as member associations).

 Professional service brands (such as advisors of all kinds – accountancy, management

 Agents (such as travel agents and estate agents).

 Retail brands (such as supermarkets, fashion stores, and restaurants).

Mrs.A.Padmapriya M.A., M.B.A., M.Phil., UGC-NET (PhD)/CCET/MBA Page 14