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Branding and Advertising

Branding is defined as creating an identifiable name, symbol or design for a company to distinguish its products from competitors. Key branding elements include a company's name, logo, slogan, colors, packaging, sounds and characters. There are several branding strategies such as corporate umbrella branding, family umbrella branding, range branding and individual branding. Advertising objectives include informing customers about new products, persuading customers in competitive markets, and reminding customers about established brands to maintain awareness.

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115 views17 pages

Branding and Advertising

Branding is defined as creating an identifiable name, symbol or design for a company to distinguish its products from competitors. Key branding elements include a company's name, logo, slogan, colors, packaging, sounds and characters. There are several branding strategies such as corporate umbrella branding, family umbrella branding, range branding and individual branding. Advertising objectives include informing customers about new products, persuading customers in competitive markets, and reminding customers about established brands to maintain awareness.

Uploaded by

Zara Ammad
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BRANDING AND

ADVERTISING
Branding defined
◻ Branding, by definition, is a marketing practice in which a
company creates a name, symbol or design that is easily
identifiable as belonging to the company. This helps to identify
a product and distinguish it from other products and services.
Branding is important because not only is it what makes a
memorable impression on consumers but it allows your
customers and clients to know what to expect from your
company. It is a way of distinguishing yourself from the
competitors and clarifying what it is you offer that makes you
the better choice. Your brand is built to be a true representation
of who you are as a business, and how you wish to be
perceived.
◻ A brand is a promise
Elements of Brands
◻ Name. The name is everything for a brand. Good name means
good future. Many successful companies have a great name
like Google or iPhone. These names are specific ones and are
chosen very carefully
◻ E.g. Face book. The book of your face, it means the story of a
life full of many events
Logo
◻One of the main branding elements is the Logo of
the company of the product.
◻The fonts of the logo should have a meaning also
the color, size, and every little particularity
Elements of Brands
◻Slogan. Slogan shows the philosophy of a
company. What are the values and how the
company wants to be presented in the customer’s
head? Slogan gives us more than just 3 or 4 words.
It is some kind of company value creator
Elements of Brands
◻Colors. Brand colors are carefully taken
◻The red color of the brand is in our heads. Coca-
cola spreads the emotion and the love of red color.
Elements of Brands
◻Packaging. The fonts, colors, logos, and sizes. The
composition of these many factors creates perfect
packaging.
Elements of Brands
◻ Sound. Sound is another aspect of branding. We hear some
voices in commercials where somebody is speaking. The tone
of the voice of the speaking man or woman is very important
◻ Coca-cola has many songs written for them. Whoever listens
to the tune immediately remembers coca-cola.
Elements of Brands
◻Character. Character can be defined as the set of
human attributes and characteristics associated with
the brand giving it a unique personality and
recognition in the market and in the minds of the
consumers.
Brand Strategies
◻Corporate umbrella branding
◻ Family umbrella branding
◻ Range branding
◻Individual branding
Brand Strategies
◻ Corporate Umbrella branding. is used by companies
such as Heinz and Kellogg’s in which the company’s
name is attached to the entire product portfolio.
◻ In the case of Heinz, for example, the umbrella is
used to cover a wide variety of food products,
including soups, beans, baby foods and sauces such
as Heinz tomato ketchup.
◻ For Kellogg’s, the corporate brand covers Special K,
Corn Flakes, Frosties,Nutri-Grain and many other
breakfast cereals.
Brand Strategies
◻Family Umbrella names. by contrast, are used to
cover a range of products in a variety of markets. A
case in point is Virgin, with its Virgin brand
covering trains, rail travel, mobile phones, music
production, and financial services.
Brand Strategies
◻Range branding. are used for a range of products
that have clearly identifiable links in a particular
market. An example of this is Ford’s retention of
the brand names of companies such as Volvo,
Aston Martin and Jaguar that it has acquired
Brand Strategies
◻Individual brand names. is typically used to cover
one type of product in one type of market, possibly
with different combinations of size, flavour and
service options or packaging formats. Examples of
this include Lucozade, Marmite,Penguin and Dove.
Advertising objectives
◻ Inform. An informative ad is used to introduce a brand new
company, product or service to the market. Before you can
convince customers that you have the best option, they have
to know what your product does on a basic level.
PLC=Introduction
◻ Additionally, companies with complex solutions might
benefit from informing customers of how their products
work and how the products will help the customer.
Informative ads normally have more copy centered on
explaining features of the solution and benefits to the
customer.
◻ PLC= Introduction phase
Advertising objectives
◻ Persuade. Persuading customers is a prominent advertising
objective of companies in competitive markets. Once customers
have a basic understanding of your industry and product
offerings, you must show them why your brand is elite.
◻ Companies use a variety of approaches, including emphasis on
product quality, service, unique features, environmental
friendliness, the cool factor, cutting-edge technology and low
costs.
◻ Emotional appeals are common in persuasive ads because you
want to tug at the heart strings of customers by building up their
experience.
◻ PLC= Growth phase
Advertising objectives
◻Remind. Reminder ads simply reinforce your brand
message to a well-established marketplace. The
general idea is to maintain top of mind awareness
and protect against competitors coming along and
stealing your customers.
◻PLC= Maturity phase

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