Submitted to

Prof. Rajni Arora

Submitted by
Manish Kumar
10803
BBA-3
What is a brand?
A name, a term
A symbol, a sign
A name, term, sign, symbol or any other feature that identifies one
sellers product or service as distinct from those of other sellers -
BRAND IMAGE
A unique set of associations in the minds of customers
concerning what a brand stands for and the implied
promises the brand makes.

The importance of image


Image communicates expectations

Image is a filter influencing perceptions of the
performance of the firm

Image is a function of expectations and experiences

Image has an internal impact on employees


A company is well acknowledged only when
it has a brand name . A brand name is the
one which speaks for your company .

Building a strong brand image requires
careful planning .

At the heart of a successful brand is a great
product .
Having a brand name means that the companies all
around the globe know you and also make out that you
are capable of meeting their requirements .

A brand name is the one which speaks for your
company .
STEPS IN CREATING BRAND IMAGE
1. Name and Slogan
Your company name is important
If your company name is long, try to shorten it in your
marketing by using an abbreviated form. For example,
if your company is called OTooles Neighborhood
Pharmacy and General Store get in the habit of always
referring to it as simply OTooles, because that is
what your customers will likely say and it is easier to
remember.
2. Image and Logo
Your logo and company image are perhaps the most
important part of your brand. A proper logo should be
simple, easy to read, memorable, and easy to
reproduce in a multitude of formats (i.e., on a sign, on
your window, on flyers, menus, in ads, on business
cards, bags, t-shirts).

3. Do Something Memorable
Do something to set your store apart from the
competition; something simple and memorable and
perhaps unusual that will keep your customers
thinking about your store. For example, always use
purple bags for your merchandise (or whatever color
you likeand is echoed in your logo!).

DIFFERENCE BETWEEN DIFFERENT
BRANDS
Functional
Rational
Tangible
Symbolic
Emotional

BRAND NAMES
Individual names
Blanket family names
Corporate names
Separate names
BRAND ELEMENT
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable

Memorable
Easily recognized
Easily recalled
Meaningful
Descriptive
Persuasive
Transferable
Within & across product boundaries
Across geographic boundaries & cultures

Adaptable
Flexible
Updateable

Protectable
Legally registered trade mark
Competitively

Likable
Fun & Interesting
Rich visual & verbal imagery
Aesthetically pleasing








IMPORTANT STEPS IN CREATING
BRAND IMAGE
Presence
Relevance
Performance
Advantage
Bonding

TYPES OF BRAND
Brand extension
Sub-brands
Parent brand
Family brand

INDIAS MOST TRUSTED BRANDS
Colgate
Dettol
Ponds
Tata salt



Lic
Vicks
Britania



METHODS OF CREATING BRAND
IMAGE
Newspaper
Internet
Sign board
Magazine

Poster
Free-sample
Banner
Advertisement
Developing image in the good way

What is important for customers is what they experience
Bad experiences always result in bad image

Hence, if a company has a poor image, it has to take the correct
measures to improve it based on reality:

Company unknown or not well known
Action: communication campaign

Company known but performing badly
Action: internal action in order to improve performance.
Communication can be used but at a second level.





CREATING BRAND IMAGE THROUGH CELEBRITIES
ADVERTISEMENTS