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BRANDING 
BY 
SMART LEARNING WAY
Flow of Presentation 
1) Introduction 
2) Meaning 
3) Definition 
4) Branding types 
5) Branding process 
6) Branding challenges 
6) Importance 
7) Advantages 
8) Disadvantages
9) Review of the Topic 
10) Conclusion 
11) Bibliography
Introduction 
 Almost every business has a trading name, from the smallest 
market trader to the largest multi-national corporation. Only a 
minority of those businesses however, have what could be 
classed as a ‘brand’ or a ‘brand name’. 
 Branding is a word commonly referred to by advertisers and 
marketing people, but what does it actually mean, how can 
you get it, and most importantly; how will it benefit your 
business? 
 Branding is the basis of every great marketing campaign. Your 
branding should stand out, be recognizable and it should be 
standard across all forms of advertising and communication. 
This is something that is often overlooked by most businesses, 
especially small business or new businesses just starting out.
 Branding is about creating an affinity between your product or 
service and the people that benefit from its use. 
 The terms 'brand' and 'branding' can be integral to a business' 
success - but what exactly do they mean? Does your business 
have a brand, and does it need one? 
 Branding gets right to the core of your business' values. It is 
about discovering and communicating the essence of your 
business and what it delivers to your customers. In effect, your 
brand creates your business' reputation and its 'personality'. A 
strong brand can make your business stand out from the 
crowd, particularly in competitive markets.
 what branding is, how it works and how you can use it to help 
improve your business. It shows you how to create a brand, 
how to budget for it and the different techniques of managing a 
brand. You will also find out what the key elements of 
branding are, how branding applies to different business 
sectors and the impact design can have on branding.
Meaning 
 Branding is all about trust. In general, that means that 
any prospective client will choose your brand over a similar. 
How a company 'positions' a brand is not necessarily how the 
consumer perceives that brand. Brands allow marketers to add 
meaning to products and services, but it is consumers who 
ultimately determine what a brand means. The sources of 
brand meaning are many and varied, as are the ways in which 
meanings become attached to brands.
 Branding is a commonly used trade practice by 
manufacturers of consumer and industrial goods. Branding 
means giving an attractive name or symbol to the product by 
which it will be identified in the market and remembered by 
traders and consumers. A brand means a name, term, symbol, 
mark, design or picture put on the product itself. It is an 
identification market stamp. 
 It gives independent status and identity to a product.
Definition 
1) “Words, letters, or symbols that make up a name used to 
identify and distinguish the firm’s offerings from those of its 
competitors.” 
2) According to Kotler and Armstrong: “ A brand is a 
name, term, sign, symbol, or design, or a combination of these 
identifies the maker or seller of a product or service.” 
3) According to Roy H. Williams, :“Branding is simply 
attaching something to your name. A brand is the sum total of 
all the mental associations, good and bad, that are triggered by 
a name.”
4) “Branding simply involves developing and consistently 
communicating a group of positive characteristics that 
consumers can identify with and relate to your name.” 
5) According to Mud Valley: "Branding is the creation, 
development and maintenance of a mutually-valuable 
relationship with a strategically selected group of customers, 
through the medium of a fresh and compelling elaborated 
proposition that is delivered consistently over time by an 
artificial personality.” 
6) Branding is the art of becoming knowable, likable and 
trustable.
Types of branding 
1) Corporate branding : Making the promise of quality 
products, service, and delivery to customers. The intent is to 
attract new customers and create loyalty in past 
customers. Corporate branding is nothing new; it’s been 
around as long as competition between businesses has existed. 
2) Employer branding : Focusing on employees to 
understand the vision, mission, goals, products, and services 
of the company. It is designed to educate employees in order 
for them to uphold the corporate brand to their customers.
3) Cause Branding : Attempting to attract customers by 
associating the company with a cause or purpose that potential 
customers would find beneficial to their personal goals or in 
line with their values. This might be a percentage contribution 
of company sales to charitable organizations or donations to 
nature and wildlife preservation councils. 
4) Co-Branding : Becoming more familiar to the consumer all 
the time. These include, for example, mini-marts attached to 
gas stations, banking facilities within grocery stores, and 
Laundromats attached to anything from bowling alleys to 
family entertainment centers. This branding falls in the “one-stop 
shopping” category.
5) Spirit Branding : Hit the consumer market big time by 
selling soft drinks with the slogan of I’d like to teach the world 
to sing . . . . It’s that “get a good feeling” from using our 
product approach. The world looks brighter and things just go 
better when you start your morning off with our product. 
6) Community Branding – Showing the collective good a 
company can do for the community in which it and its 
employees reside. This branding can include company and 
employee outreach programs to help the needy, support the 
elderly, contribute to public education, or provide emergency 
relief and jobs for the unemployed. It’s a promise to the people 
in the community that this company will be a beneficial 
partner to them.
7) Culture branding : Another method of branding, 
branding to employees may be something new to consider in 
waging war against sagging morale and high employee 
turnover. Culture branding is making promises to employees 
concerning their working environment and relationship to their 
leaders and managers. In this case, “promises” are different 
from guarantees and opportunities in that they are offered free 
of encumbrances other than taking advantage of them through 
either purchase and use or employment agreement.
Branding process 
clearly define the target audience. 
understand the target customer. 
understand the competition. 
design compelling brand intent. 
identify key leverage points in customer experience. 
execute the branding strategy. 
establish feedback system.
Branding challenges 
1]. Brand decision : To brand or not to brand ? 
2]. Brand sponsor decision. 
3]. Brand quality decision. 
4]. Brand name decision. 
5] Brand extension decision. 
6]. Multi Brand decision. 
7]. Brand repositioning decision. 
8]. Branding strategies
Importance 
“successful branding is a process that generates revenue that 
cannot be counted, it creates a reputation that is felt not seen, it 
is an asset that one cannot show on a balance sheet.” 
1) Branding creates favorable images of the product. 
2) Favorable branding facilitates sales promotion in specific 
segments or in the whole market available for the product. 
3) It helps the advertiser to face market competition and brand 
wars effectively. 
4) Branding helps receiving of customer acceptance. 
5) It helps in creating consumer loyalty and winning their 
confidence. 
6) It increases popularity and prestige.
7) Importance of Branding your Business: 
From the point of view of a business, the process of branding 
involves making of a trademark and a good name. A 
registered trademark and a name ensures individuality and 
uniqueness of a particular product or family of products. The 
primary advantage of branding is that it is safeguarded from 
unlawful activities and at the same time, it is also a way of 
developing a good reputation in the market. 
8) Importance of Branding in Marketing: 
In the field of marketing, the brand name plays an important 
role as it helps the people to promote the brand name and its 
merits quite easily.
9) Importance of Branding in Advertising: 
Advertising is often considered to be a part of marketing 
however, branding a particular product helps the advertisers 
to provide attractive logo and advertisements. As a brand 
name can never be copied, advertisers face lesser heat from 
unauthenticated advertisements, effectively, their 
advertisement creation gets protected.
Advantages of branding 
1) Wide market: A manufacturer gets national market due to 
branding as consumers support branded products extensively. 
He can even create a special demand for his brand through 
sales promotion techniques. 
2) Effective publicity: Branding and advertising go together. 
Branded goods can be advertised effectively. This bring 
popularity to products and raises sales. It is possible to create 
monopoly in the market for branded goods. Consumers 
remember their favorite brands and purchase products on 
brand names. Branding is also useful for making advertising 
campaign effective.
3) Support from traders in marketing: Traders are 
interested in selling branded goods due to various advantages 
like regular demand and quick sale. This enables a 
manufacturer to capture the market and secure more profit. 
4) Control on marketing: A manufacturer can maintain 
effective control on the marketing of branded goods. This is 
possible as quality, price, etc., are fixed by the manufacturer 
himself and middlemen are not given any scope for unfair 
practices like adulteration and price rise. Thus manufacturer 
gives protection to consumers in the case of branded goods. 
5) Reputation to manufacturer: A well promoted brand earns 
reputation in the market and builds up a bright image of his 
organization around the brand. It enables a manufacturer to 
make national advertisement and create popularity at the 
national level.
6)Product differentiation and independent status: A 
manufacturer can give independent status to his product 
through branding. A brand suggest individual distinctive 
features of the product. Due to branding, a manufacturer is in a 
position to isolate his product from those of others (i.e., 
competitors) and then make it popular in the market. 
 Branding facilitates product differentiation it gives specific 
identify to a product which makes the product different from 
other identical products. For example, “Lux” as a brand/ 
trademark makes it different from other soaps available in the 
market. 
7) Stability to sale: branded goods provide stable sale over a 
long period. This is due to loyalty and confidence of consumers 
in the case of branded goods. Consumers always give support 
to branded goods.
8) Introduction of new products: A manufacturer of a 
popular brand article can bring supplementary or even a new 
product in the market easily, quickly and with confidence. this 
facilitates easy extension of product line. 
9) Limited dependence on middlemen for marketing: 
Branded goods require limited salesmanship at the retailer 
level. These goods have support from consumers and 
naturally the manufacturer is not at the mercy of middlemen 
for marketing.
Disadvantages 
1) Cost: 
 If you 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. 
 The exposure of your brand can be left to word of mouth, this 
will save you money, but will also greatly slow down the 
exposure your brand receives.
2) 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. 
3) 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.
4) 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.
Conclusion 
 Branding is a promise made to the customer that will deliver 
values beyond expectation. Branding can be rational or 
irrational. Customers buy brand not only for the intrinsic 
values associated with it but also because the brand has 
surprised them in the past with newer and more novel 
experiences. Effective branding promotes loyalty to your 
business and your products and service. 
 Brand really is about fact and emotion. It’s about what you 
deliver and the emotional attributes associated with it. This 
emotional measure increases as the world becomes more visual, 
more digital, and more connected. The ability of your personal 
brand to suggest a strong, positive feeling is a key element of 
your brand’s equity.
 When creating a brand, you must be careful not to lose the 
image of personal service. Every branding must show the 
correct image that you want your customers to see.
Review of the Topic 
1) Introduction 
2) Meaning 
3) Definition 
4) Types of Branding 
5) Branding process 
6) Branding challenges 
7) Advantages 
8) Disadvantages 
9) Conclusion
Bibliography 
1) Introduction of Marketing 
- N.G. KALE 
- M. AHMED 
- Vipul prakashan 
2) Marketing Management 
- Philip Kotler 
Prentice Hall of India Pvt. 
New Delhi
3) Marketing management 
- Douglas j. dalrymple 
- Leonard j. persons 
4) Marketing communications 
By:- Jim Blythe
Branding

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Branding

  • 1. BRANDING BY SMART LEARNING WAY
  • 2. Flow of Presentation 1) Introduction 2) Meaning 3) Definition 4) Branding types 5) Branding process 6) Branding challenges 6) Importance 7) Advantages 8) Disadvantages
  • 3. 9) Review of the Topic 10) Conclusion 11) Bibliography
  • 4. Introduction  Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a ‘brand’ or a ‘brand name’.  Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business?  Branding is the basis of every great marketing campaign. Your branding should stand out, be recognizable and it should be standard across all forms of advertising and communication. This is something that is often overlooked by most businesses, especially small business or new businesses just starting out.
  • 5.  Branding is about creating an affinity between your product or service and the people that benefit from its use.  The terms 'brand' and 'branding' can be integral to a business' success - but what exactly do they mean? Does your business have a brand, and does it need one?  Branding gets right to the core of your business' values. It is about discovering and communicating the essence of your business and what it delivers to your customers. In effect, your brand creates your business' reputation and its 'personality'. A strong brand can make your business stand out from the crowd, particularly in competitive markets.
  • 6.  what branding is, how it works and how you can use it to help improve your business. It shows you how to create a brand, how to budget for it and the different techniques of managing a brand. You will also find out what the key elements of branding are, how branding applies to different business sectors and the impact design can have on branding.
  • 7. Meaning  Branding is all about trust. In general, that means that any prospective client will choose your brand over a similar. How a company 'positions' a brand is not necessarily how the consumer perceives that brand. Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. The sources of brand meaning are many and varied, as are the ways in which meanings become attached to brands.
  • 8.  Branding is a commonly used trade practice by manufacturers of consumer and industrial goods. Branding means giving an attractive name or symbol to the product by which it will be identified in the market and remembered by traders and consumers. A brand means a name, term, symbol, mark, design or picture put on the product itself. It is an identification market stamp.  It gives independent status and identity to a product.
  • 9. Definition 1) “Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.” 2) According to Kotler and Armstrong: “ A brand is a name, term, sign, symbol, or design, or a combination of these identifies the maker or seller of a product or service.” 3) According to Roy H. Williams, :“Branding is simply attaching something to your name. A brand is the sum total of all the mental associations, good and bad, that are triggered by a name.”
  • 10. 4) “Branding simply involves developing and consistently communicating a group of positive characteristics that consumers can identify with and relate to your name.” 5) According to Mud Valley: "Branding is the creation, development and maintenance of a mutually-valuable relationship with a strategically selected group of customers, through the medium of a fresh and compelling elaborated proposition that is delivered consistently over time by an artificial personality.” 6) Branding is the art of becoming knowable, likable and trustable.
  • 11. Types of branding 1) Corporate branding : Making the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding is nothing new; it’s been around as long as competition between businesses has existed. 2) Employer branding : Focusing on employees to understand the vision, mission, goals, products, and services of the company. It is designed to educate employees in order for them to uphold the corporate brand to their customers.
  • 12. 3) Cause Branding : Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contribution of company sales to charitable organizations or donations to nature and wildlife preservation councils. 4) Co-Branding : Becoming more familiar to the consumer all the time. These include, for example, mini-marts attached to gas stations, banking facilities within grocery stores, and Laundromats attached to anything from bowling alleys to family entertainment centers. This branding falls in the “one-stop shopping” category.
  • 13. 5) Spirit Branding : Hit the consumer market big time by selling soft drinks with the slogan of I’d like to teach the world to sing . . . . It’s that “get a good feeling” from using our product approach. The world looks brighter and things just go better when you start your morning off with our product. 6) Community Branding – Showing the collective good a company can do for the community in which it and its employees reside. This branding can include company and employee outreach programs to help the needy, support the elderly, contribute to public education, or provide emergency relief and jobs for the unemployed. It’s a promise to the people in the community that this company will be a beneficial partner to them.
  • 14. 7) Culture branding : Another method of branding, branding to employees may be something new to consider in waging war against sagging morale and high employee turnover. Culture branding is making promises to employees concerning their working environment and relationship to their leaders and managers. In this case, “promises” are different from guarantees and opportunities in that they are offered free of encumbrances other than taking advantage of them through either purchase and use or employment agreement.
  • 15. Branding process clearly define the target audience. understand the target customer. understand the competition. design compelling brand intent. identify key leverage points in customer experience. execute the branding strategy. establish feedback system.
  • 16. Branding challenges 1]. Brand decision : To brand or not to brand ? 2]. Brand sponsor decision. 3]. Brand quality decision. 4]. Brand name decision. 5] Brand extension decision. 6]. Multi Brand decision. 7]. Brand repositioning decision. 8]. Branding strategies
  • 17. Importance “successful branding is a process that generates revenue that cannot be counted, it creates a reputation that is felt not seen, it is an asset that one cannot show on a balance sheet.” 1) Branding creates favorable images of the product. 2) Favorable branding facilitates sales promotion in specific segments or in the whole market available for the product. 3) It helps the advertiser to face market competition and brand wars effectively. 4) Branding helps receiving of customer acceptance. 5) It helps in creating consumer loyalty and winning their confidence. 6) It increases popularity and prestige.
  • 18. 7) Importance of Branding your Business: From the point of view of a business, the process of branding involves making of a trademark and a good name. A registered trademark and a name ensures individuality and uniqueness of a particular product or family of products. The primary advantage of branding is that it is safeguarded from unlawful activities and at the same time, it is also a way of developing a good reputation in the market. 8) Importance of Branding in Marketing: In the field of marketing, the brand name plays an important role as it helps the people to promote the brand name and its merits quite easily.
  • 19. 9) Importance of Branding in Advertising: Advertising is often considered to be a part of marketing however, branding a particular product helps the advertisers to provide attractive logo and advertisements. As a brand name can never be copied, advertisers face lesser heat from unauthenticated advertisements, effectively, their advertisement creation gets protected.
  • 20. Advantages of branding 1) Wide market: A manufacturer gets national market due to branding as consumers support branded products extensively. He can even create a special demand for his brand through sales promotion techniques. 2) Effective publicity: Branding and advertising go together. Branded goods can be advertised effectively. This bring popularity to products and raises sales. It is possible to create monopoly in the market for branded goods. Consumers remember their favorite brands and purchase products on brand names. Branding is also useful for making advertising campaign effective.
  • 21. 3) Support from traders in marketing: Traders are interested in selling branded goods due to various advantages like regular demand and quick sale. This enables a manufacturer to capture the market and secure more profit. 4) Control on marketing: A manufacturer can maintain effective control on the marketing of branded goods. This is possible as quality, price, etc., are fixed by the manufacturer himself and middlemen are not given any scope for unfair practices like adulteration and price rise. Thus manufacturer gives protection to consumers in the case of branded goods. 5) Reputation to manufacturer: A well promoted brand earns reputation in the market and builds up a bright image of his organization around the brand. It enables a manufacturer to make national advertisement and create popularity at the national level.
  • 22. 6)Product differentiation and independent status: A manufacturer can give independent status to his product through branding. A brand suggest individual distinctive features of the product. Due to branding, a manufacturer is in a position to isolate his product from those of others (i.e., competitors) and then make it popular in the market.  Branding facilitates product differentiation it gives specific identify to a product which makes the product different from other identical products. For example, “Lux” as a brand/ trademark makes it different from other soaps available in the market. 7) Stability to sale: branded goods provide stable sale over a long period. This is due to loyalty and confidence of consumers in the case of branded goods. Consumers always give support to branded goods.
  • 23. 8) Introduction of new products: A manufacturer of a popular brand article can bring supplementary or even a new product in the market easily, quickly and with confidence. this facilitates easy extension of product line. 9) Limited dependence on middlemen for marketing: Branded goods require limited salesmanship at the retailer level. These goods have support from consumers and naturally the manufacturer is not at the mercy of middlemen for marketing.
  • 24. Disadvantages 1) Cost:  If you 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.  The exposure of your brand can be left to word of mouth, this will save you money, but will also greatly slow down the exposure your brand receives.
  • 25. 2) 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. 3) 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.
  • 26. 4) 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.
  • 27. Conclusion  Branding is a promise made to the customer that will deliver values beyond expectation. Branding can be rational or irrational. Customers buy brand not only for the intrinsic values associated with it but also because the brand has surprised them in the past with newer and more novel experiences. Effective branding promotes loyalty to your business and your products and service.  Brand really is about fact and emotion. It’s about what you deliver and the emotional attributes associated with it. This emotional measure increases as the world becomes more visual, more digital, and more connected. The ability of your personal brand to suggest a strong, positive feeling is a key element of your brand’s equity.
  • 28.  When creating a brand, you must be careful not to lose the image of personal service. Every branding must show the correct image that you want your customers to see.
  • 29. Review of the Topic 1) Introduction 2) Meaning 3) Definition 4) Types of Branding 5) Branding process 6) Branding challenges 7) Advantages 8) Disadvantages 9) Conclusion
  • 30. Bibliography 1) Introduction of Marketing - N.G. KALE - M. AHMED - Vipul prakashan 2) Marketing Management - Philip Kotler Prentice Hall of India Pvt. New Delhi
  • 31. 3) Marketing management - Douglas j. dalrymple - Leonard j. persons 4) Marketing communications By:- Jim Blythe