BRANDING PART 1

INTERNATIONAL ISLAMIC UNIVERSITY

MALAYSIA
Brand and Branding
What is brand?
Name, sign, symbol, intended to identify
goods & services of one seller from another
Branding is decommodification of product
Brand identity
Perspectives of
Marketer
Brand image
Perspectives of
Consumer
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Branding is an important tool for marketers to
create separate identity for a companys
product.

A brand is a name, term, sign, symbol, or
design, or a combination of these that
identifies the maker or seller of a product or
services.
-Phillip Kotler
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Need for BRANDING

To convey that you are established.
To attract more clients.
To increase your credibility.
To be more memorable.
To stand out in your field.
To give clients a sense of stability.

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Benefits of Branding
1. Memorability
2. Loyalty.
3. Familiarity.
4. Premium price.
5. Creation of Goodwill
6. Lower marketing expenses.
7. For consumers, less risk.
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A rose by any other name would not smell as
sweet
Brand name provides an identity which
differentiates
Key marketing concept of positioning, imagery
are centered around brand name
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Brand
Symbol =
Brand
character+
Brand Logo
Brand Looks =
Brand Symbol
+ Brand Name
Brand
Association =
Link up in
memory with
brands
attributes,
benefits and
looks
Brand Image =
Brand
Associations +
Brand
Personality (
brand
personality is
something to
which the
consumer can
relate)
Brand
Relationship =
Brand Image +
Brand Attitude
Product
Brand
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Product Quality
Product Features
Guarantee / Warrantee
Product Services
4 Ps of Marketing
Various offers
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Product sale (Targeted Customer)
Product price
Product quality
Advertisement
Distribution channels
Brand ambassador

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Customer
loyalty
Brand
choice
Financial
returns
Recognition
& Trust
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Top brands of the year 2009
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Exercise
Archite
cture
Manage
ment
Attribu
tes
Products to
brands
Understanding
Branding
Brand Building
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Understanding
Branding
Brand Building
Exercise Architecture Management Attributes Products to brands
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Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attributes
Prod
ucts
to
bran
ds
Brand v/s. Product
A brand is more distinctive than a product
It is first of all a name, a means of identification
Secondly it s a set of added values offering
both functional and psychological benefits
Above all a brand is a promise
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Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attributes
Prod
ucts
to
bran
ds
A Brand is a Promise
A sellers promise to deliver consistently a specific set of
features, benefits and services to buyers.
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If Coca Cola lost everything except for the
formula and its brand name , it could walk
into any bank in the world and get $100
billion loan to start from the scratch
Fortune Magazine
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Understanding
Branding
Brand Building
Exercise
Archite
cture
Manage
ment
Attribu
tes
Products
to
brands
Name Logo
Colours Essence
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A brands logotype should be designed to fit
the eyes.

Immutable Law of Shape
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Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
Brand Logo
Simple
Mercedes three star
Logos with a horizontal bias
Logo with a horizontal bias is esp. useful for retail brands
Logo font has to be clear and legible
A housewife does not buy Ariel because it is written in a specific
font
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SemII, 2013-2014
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The Cola Wars: Energy Vs. Peace

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Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
Brand Colours
Colours have meanings
Purple means royalty
Red is energetic
Blue is peaceful
Opposite colours can differentiate
Coke is red, Pepsi is blue
Kodak is yellow, Fuji is green
SemII, 2013-2014
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Understanding
Branding
Brand
Building
Exercise
Architectur
e
Manage
ment
Attrib
utes
Product
s to
brands
Name Logo
Colours Essence
Brand Colours..
Colours can help you stand out
FedExs orange and purple packet stands out in corporate blue
Logo and colours help, but the power of the
brand
Essentially in the meaning of the brand name in consumers
mind, its essence
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Attribut
es
Understanding
Branding
Brand Building
Exercise
Archite
cture
Products
to
brands
Manage
ment
Manage
ment
Co-Brand Stealth Brand
Fighting Brand Multi-Brand
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Brand culture (accepted truth about product) can
greatly enhance brand value
Difference between what a consumer will pay for
branded product and a physically identical product
without brand
Reputational value perceived product quality
Relationship value trusted as a long term partner
Experiential value Shape experience of product
Symbolic value which expresses values &
identities
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THANK YOU