Scribd
Upload
4 views4 pages

branding pdf 1 model

The document provides an overview of branding, defining it as a name, term, symbol, or design that distinguishes a seller's products from competitors. It outlines various types of brands, including manufacturing, private label, family, and individual brands, as well as branding strategies like co-branding and re-branding. Additionally, it discusses brand management objectives, the importance of customer perception, and methods for calculating financial brand value.

Uploaded by

Bgmi Only
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
4 views4 pages

branding pdf 1 model

The document provides an overview of branding, defining it as a name, term, symbol, or design that distinguishes a seller's products from competitors. It outlines various types of brands, including manufacturing, private label, family, and individual brands, as well as branding strategies like co-branding and re-branding. Additionally, it discusses brand management objectives, the importance of customer perception, and methods for calculating financial brand value.

Uploaded by

Bgmi Only
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

MODULE 1 Produce and markets its own

MEANING OF BRAND
smart phones, Tv's and Other
electronics items"
Brand is a name ,terms, symbol, or
other features that distinguished an 2 Private distributor brand
organization or product from the its
rivals in the eye of customer .
A private distributor brand also
DEFINITION OF BRAND known as Private label brand. It is a
According to American Marketing product manufactured third party
Association “A brand is a name company but sold under the retailers
,term, design, symbol, or any other on brand cheaper than national Th
features that identifies one seller’s name Products are offer brands
goods or services as distinct from because the retailers doesn’t have to
those of the eyes of other seller “ pay for advertising or brand
promotion
ELEMENTS OF BRAND
"eg: Lulu group,
• Logo
• Name 3. Generic brand
• Shapes
a product name sold Without a
• Colour
Well known Simple packaging
• Graphics
and offered at a brand lower
• Sounds
price white providing similar
• Movements quality on function to branded
CLASSIFICATION OF BRAND products.
eg food items, Pharmaceutical
• Manufacturing brand Products

Manufacturing brand is 4 Family brand


created any owned by the A family brand in a brand that
Producer of the product. The uses the same name for
manufactures is responsible multiple products, often
for designing, producing the across different Product
and marketing in are the Categories. The goal to create
product under their name. unified brand identify that
This brand widely recognized customer the recognize and
and trusted by Consumer trust across various product.

Eg:- Samsung is a
manufacturing brand that
1
Eg Apple line iphone, IPad, TYPE OD BRANDING
MacBook, Apple Wach, and
1. Co-Branding
Apple TV
Two or more brands collaborate to
5 Individual Brand. create a product or service.
Example: Nike + Apple fitness
An individual brand refers to tracker.
distinctive brand name used
for a Specific product or 2. Personal Branding
product line. Products the Building an individual's reputation
company may offer Each and identity.
product under an individual
brand has its own. identity and Example: Elon Musk, Cristiano
marketing Strategy. Ronaldo.
"Eg Unileven's Dove Coca- 3. Re-Branding
cola
Changing a brand’s identity, logo, or
6 Licensed Brand strategy to refresh its image.
Example: Facebook rebranding to
A licensed brand refers to a Meta.
brand that allows company to
use its name, logo, or other 4. White Label Branding
intellectual property for a A generic product is rebranded and
specific period . sold by different companies.
Example: Supermarket-brand
MEANING OF BRANDING electronics from third-party
Branding is the process of creating manufacturers.
distinctive and long lasting 5. Private Label Branding
perception in the mind of customers.
A retailer sells products made by a
DEFINITION BRANDING third party under its own brand.
According to Philip Kotler, branding Example: Amazon Basics, Walmart’s
is “a name, term, sign, symbol, or Great Value.
design, or a combination of them,
7. Umbrella Branding
intended to identify the goods or
services of one seller or group of A single brand name covers multiple
sellers and to differentiate them from products.
those of competitors.”

2
Example: Samsung (phones, TVs, • Differentiation.
refrigerators).
Differentiate the brand from
8. Family Branding ensuring and it attracts Stands the
out in Competitors the market
Similar to umbrella branding but
within a product category. intended audience

Example: Tata (Tata Salt, Tata Tea, • Consistent brand image


Tata Motors Maintain a consistent image,
Brand Management messaging and tone across all
marketing platforms reinforcing the
Brand management refers to the brands identity
process of Creating, developing, and
maintaining a brand to ensure it • Market leadership.
meets the expectations of its target Position market the brand a leader in
market, stands out from its creating strong influence and
Competitors, and has a positive trust the industry
perception in the mind of customer
.it involves activities like defining • Revenue growth
the brand, positioning in the market Increase Profitability through brand
,creating brand awareness, managing recognition, Customer loyalty and
brand equity , and ensuring brand Premium pricing
stays relevant for a time.
Marking advantage of strong
Objectives of Brand Management brands
• Brand awareness: • premium Pricing
Ensure that consumers recognize Strong brands can charge
and recall the brand easily. higher price because
Customer perceive Products
• Brand Loyalty as more valuable or better
Build a loyal Customer base that quality. The leads to higher
Continues to purchase from the profit margin ‘
brand and supports its over • Customer loyalty
competitors. A Strong brands build trust, result in
• Brand equity. repeat Purchases. Loyal customers
are more likely to stick with the
Increase the value of the brand by brand
strengthening its • Higher market share
reputation,,emotional connection ,
while consumer Perceived quality.
3
• Reduce marketing cost to the brand to determine its
value.
Reducing the needs costly
advertisement company to attract a 2. Market-Based Approach
new customer.
This approach finds brand value by
• Financial Stability comparing it to similar brands that
Companies with strong brand have been sold or valued in the
tends to have Stock market market. It looks at real transactions,
valuation, making them stock prices, and industry reports. If
Attractive to interest and a similar brand was sold recently, its
ensuring easier exit to capital. price is used as a reference for
• Better negotiating power estimating value.

Strong brands have leverage to 3. Cost-Based Approach


secure better deals with Suppliers, This method calculates brand value
distributers and partners which can based on the total cost of creating
be lower Cost and increased and maintaining it. It includes
profitability. expenses such as advertising,
Financial Brand Value marketing, and promotions..

It refers to the monetary worth of a 2 MODULE


brand based on its financial Meaning of customer perception
performance, market position, and
profitability. It reflects how much a Consumer perception is how
brand contributes to a company's individuals interpret and form
revenue and overall business value. opinions about a product, brand, or
service based on their experiences,
Methods of Calculating Financial marketing efforts, and external
Brand Value influences.
1. Income-Based Approach IMPORTANCE OF CUSTOMER
This method looks at the PERCEPTION
future earnings that they
expected to generate. It • Influence buying decision
estimates how much money • Build brand loyalty
the brand will bring in over • Improve competitive
and then calculates its current advantage
value. This method looks at • Determine pricing
the projected cash flow, or • Helps in marketing strategy
cost savings that is attributed
FACTORS INFLUENCING
CONSUMER PERCEPTION

You might also like