Brand Management - Unit 1 A

1
Branding is cheery on the

cake called marketing
Sasikala M/ AP/MBA/OEC
BRAND
Old Norse - brandr to burn
Italians (1200s ) form of watermarks
3
Branding irons from the 1910s

To differentiate one cattle from another by
means of a distinctive symbol burned into the
animal's
skin with ahot iron stamp
WHAT IS A BRAND DEFINITIONS

A brand is a name, term, sign, symbol, design or a
combination of the above to identify the goods or service
of a seller and differentiate it from the rest of the
competitors
Abrandis the meaningful perception of a product,
a service or even yourself good, bad or indifferent that marketers want people to believe based on what
they think they hear, see, smell, taste and generally
sense from others around them - Josh Moritz
A brand symbol as anything that leaves a mental
picture of the brands identity -Leo Burnett

5
Brandingis the representation of your organization
as a
personality. Branding is who you are that
differentiates
you.Dave
KerpenLikeable
AuthorSasikala
ofLikeable
M/ AP/MBA/OEC Social Media
Media,
To a consumer, brand means
Set of tangibles and intangible benefits, which they

obtain from product or service.
Source of product
Delegating responsibility to the manufacturer of product

Lower risk
Less search cost

Quality symbol
Deal or pact with the product manufacturer
Symbolic device
To a seller, brand means

Sellers promise to deliver the same bundle of
benefits/ services consistently to buyer
Basis of competitive advantage

Way of bestowing products with unique associations
Way of identification to easy handling
7
Way of legal protection of products unique

traits/features
Sign of quality to satisfied customer
Means of financial returns
NAMING THE BRAND
Product benefits
Product qualities
Easy to pronounce
Should be distinctive
Should not have poor meanings in other languages

and countries
Product Vs. Brand
PRODUCT
BRAND
A brand is something that
is bought by a customer.
A product is something that is made in a factory
A brand is unique
A product can be copied by a competitor.
A product can be quickly outdated.
A successful brand is
timeless.
Brand vs. trademark
The legal term for brand is

trademark.
A brand may identify one item, a

family of items, or all items of that seller.
10
If used for the firm as a whole, the

preferred term is trade name.
A brand comprises of ( objectives of BRANDING)
o Tangible attributes
o Intangible attributes
11
Tangibles
Product
Packaging
Labeling
12
Attributes
Functional benefits
Intangibles
Quality
Emotional benefits
Values
Culture
Image
13
14
OLD AND NEW BRANDING

Old Branding
Advertisers shouting
carefully pedicure
messages at consumers
who dont want to hear
it.
New Branding
Advertisers humbly listening
to what consumers tell others
the brand is and back up with
real action (like repeat
purchases) and incorporating
appropriate innovations so
their products continue to earn
consumers loyalty and word
of mouth
15
IT IS POSSIBLE TO BRAND THE FOLLOWING

- Kotler and Keller
A Service SBI, LIC, Apollo
A Product Samsung mobiles, Parker
Pen
A Store Big Bazaar, West side,
Reliance Mart
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A Place / geographic location
Tajmahal, India (Incredible !ndia)
A Person Amir Khan, Amitabh
Bacchan,
Nine Branding Principles

1.Keep It Simple: one big idea is best.
2. Mass-produced word of mouth (PR)
builds brands.
3. Focused brands are more powerful
than diffused brands.
17
4. Somehow, some way, you have to be

different.
Nine Branding Principles

5. The first brand in a category has a huge advantage.
6. Avoid sub-brands at all cost.
7. Quality is important, but not as important as the
perception of quality.
18
8. Be consistent and patient. Building a strong brand

takes time.
9. Put your brand definition in writing, otherwise you'll
get off course.
10 BRANDING IDEAS FOR BUSINESS

( Significance and Successful brand)
1. Assume an Identity
2. Know your audience
3. Identify your competition
4. Design and ingenious logo
5. Create a website
6. Blog regularly
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7. Engage in Social Media

8. Join related business events
9. Encourage Feedback
10.Be Consistent
Top 10 FMCG Companies in

India
Here is a list of top 10 FMCG companies in
India.
These are the best companies in Fast-moving
consumer goods sector.
20
And ranking process of companies is frequently

being updated .
This is the record created latest by this May
2014.
1 . Hindustan Unilever
Corporate Office Mumbai,
Maharashtra
Turnover 4.0 Billion Dollar
Employees 16000+
21
Business Food, Beverages and Personal

Care
Sector Private Sector
Career Websitewww.hul.co.in
2 . Colgate-Palmolive
Corporate Office New York,
USA Turnover 17.08 Billion Dollar
Employees 37000+
Business Personal
Care
22

Career Website-www.colgate.co.in/
app/Colgate/IN/Corp/Careers.cvsp
3 . ITC Limited
Corporate Office Kolkata, WB
Employees 29000+
Business Tobacco, Hotels
and Personal care
23

Career
Websitewww.itcportal.com/careers/index.aspx
4. Nestl
Corporate Office Vevey, Switzerland
Employees 328000+
Business Food, dairy
products and Coffee
24

Career Websitehttp://www.nestle.in/jobs
5 . Parle Agro
Corporate Office Mumbai, Maharashtra
Turnover 1 Billion dollar (Appox)
Employees 2500+
Business Food items and beverages
25
Career
Websitewww.parleagro.com/careers
%20new.html
6 . Britannia Industries Limi

ted
Corporate Office Kolkata, WB
Turnover 730 Million Dollar

Employees 2000+
Business Food items and dairy Products
26

Career Websitewww.britannia.co.in/be_
brit_careers.htm
7 . Marico Limited
Corporate Office Bandra, Maharastra
Turnover 850 Million Dollar
Employees 1000+
Business Oil and personal Care
27
Sector Private limited

Career Website
www.marico.com/html/careers/overvie
w.php
8. Procter & Gamb

Corporate Office Cincinnati, USA
le
Turnover 83 Billion Dollar
Employees 125000+
Business Food, Beverages and
Personal care
28
Sector Public limited

Career
Websitewww.india.experiencepg.co
m/
9. Godrej Group
Corporate Office Mumbai, Maharashtra
Turnover 4 Billion Dollar
Employees 25000+
Business Personal care, real estate and
Engineering
29

Career Website
www.godrej.com/godrej/godrej/careershome.
aspx
10. Amul
Corporate Office Anand, Gujrat
Employees 700+
Business Dairy Products
30
Sector Cooperative Career

Website- www.amul.in/hrm/index.htm

Brand Management - Unit 1 A

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1

Branding is cheery on the

Branding irons from the 1910s

WHAT IS A BRAND DEFINITIONS

Abrandis the meaningful perception of a product,

A brand symbol as anything that leaves a mental

picture of the brands identity -Leo Burnett

Brandingis the representation of your organization

personality. Branding is who you are that

To a consumer, brand means

Set of tangibles and intangible benefits, which they

Delegating responsibility to the manufacturer of product

Less search cost

To a seller, brand means

Basis of competitive advantage

Way of legal protection of products unique

NAMING THE BRAND

Should not have poor meanings in other languages

Product Vs. Brand

A product is something that is made in a factory

A product can be copied by a competitor.

A product can be quickly outdated.

Brand vs. trademark

The legal term for brand is

A brand may identify one item, a

If used for the firm as a whole, the

A brand comprises of ( objectives of BRANDING)

OLD AND NEW BRANDING

IT IS POSSIBLE TO BRAND THE FOLLOWING

A Service SBI, LIC, Apollo

A Product Samsung mobiles, Parker

A Store Big Bazaar, West side,

A Place / geographic location

Tajmahal, India (Incredible !ndia)

A Person Amir Khan, Amitabh

Nine Branding Principles

4. Somehow, some way, you have to be

Nine Branding Principles

8. Be consistent and patient. Building a strong brand

10 BRANDING IDEAS FOR BUSINESS

7. Engage in Social Media

Top 10 FMCG Companies in

And ranking process of companies is frequently

Business Food, Beverages and Personal

Sector Private Sector

Sector Private Sector

Sector Private Sector

6 . Britannia Industries Limi

Turnover 730 Million Dollar

Sector Private Sector

Sector Private limited

8. Procter & Gamb

Sector Public limited

Sector Private Sector

Sector Cooperative Career

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