The process involved in creating a unique name and image for a product in the consumers' mind,

mainly through advertising campaigns with a consistent theme. Branding aims to establish a
significant and differentiated presence in the market that attracts and retains loyal customers.

It is necessary to cultivate long-term customer loyalty. The purpose is to get the customer will
become committed to the marketer.
Cultivating a base of loyal customers is required. Customers switching occurs because the firms
are not able to create hooks in their offers.
e.g. If air travel service provided by competitors like Indian Airlines, Jet Airways, and Kingfisher
Airlines are perceived to be similar, customers are unlikely to hold an attitude of indifference to
all

Branding is a major strategic issue for servicemarketers.

Marketers believe, it is not just naming a service,but there is something more in it.

Branding begins with giving an identity to theservice beyond the one it has within the
tradecycles

Service characteristics such as intangibility,variability & perishability make branding

astrategic requirement in order to promote beliefs& values in the target market

ADVANTAGES OF BRANDING SERVICES

It provides corporate identity in recognition.

It offers a powerful tool for relationship building.

It helps to create an image of quality& consistency.

It reduces price comparison.

It keeps the current customer satisfied by developing insustaining a unique service

advantage.

It encourages repeat usage using sales promotion.

It support positioning strategy.

New service offers get quick response.

Market penetration become easy

It helps the customers to develop value perceptions.

Characteristics of Good Brand Name

ADABTABLE
SUGGESTIVE

EASY TO REMEMBER
REGISTRABLE

BRAND IMAGE

The impression in the consumers' mind of a brand's total personality (real and imaginary
qualities and shortcomings). Brand image is developed over time through advertising campaigns
with a consistent theme, and is authenticated through the consumers' direct experience.

Developing A Brand Image

MEDIA USED

CONTENTS OF
ADVERTISEMENT

SYMBOLS

PERSONALITIES USED

DISTRIBUTION

PACKAGING

PRICE

PRODUCT

SPONSORING OF
EVENTS

COMPANY

Brand loyalty is a result of consumer behavior and is affected by a person's preferences.

Loyal customers will consistently purchase products from their preferred brands, regardless of
convenience or price.

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; its 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. (While employer branding may
be required and essential to a competitive business, it neither aligns an employees goals
and values with a companys, nor does it apparently help in retaining employees as
indicated by the continuing efforts to reduce turnover.)

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 Id like to teach the world to sing . . . . Its 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. Its 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.

o BRAND VALUE PROPOSITION

A BRAND acquires powers from its customers or a market place.

Its customers are loyal & committed.

No other rival brand comes close to it to become substitute.

1. COURAGE TO BE DIFFERENT
2. DETERMINE YOUR OWN FAME
3. EMOTIONAL CONNECTION
4. INTERNALIZE THE BRAND
-

CREATING STRONG SERVICE BRANDS

PERISHABILITY
Service cannot be stored
They are produced and consumed simultaneously

HETROGENITY
People are considered as important ingredients in services

INSEPARABILITY
A service brand fails to deliver satisfaction consistently

INTANGIBILITY
Service in intangibility makes it difcult for customers to evaluate quality of services

- SERVICE CHARACTERISTICS & BRANDING PROBLEMS &

SOLUTIONS