Brand

Brand,
identity
and design
Brands are much more than logos
 Brand
Love + Emotion
Brand = X Value (Proposition)
Price

Dr. Rima
Demha
 What is a brand ?

A traditional scenario of market

Company A Product / services

Consumer
Company B

Company C

In a traditional market scenario, the company is catering to the

consumer.
The number of competitors are small.
In these markets the companies can come with advanced
technologies and other strategies to capture more market share.
(The size and power of the players is important.)
What is a brand ?

Company A
Product / services
Company B Consumer

Company C

In complex markets, the differences between companies are not

much.
The companies can not differentiate much themselves from others
on the basis of quality and technology etc. factors as all the
companies are competent enough.
This scenario explains the need for the differentiation for the
companies.
 What is a brand ?

Branding is an effort to give a unique identity to the company’s

products and create emotional associations with consumers.
It is a form of marketing.

A brand is a set of associations that are linked to a product range, a

division, or company.
These associations reside in the memory of customers.
These associations help customers understand
what the brand or company is,
why it is potentially relevant to them,
how it is different or similar to other products made by the
company,
and how it is similar or different from competitor’s products.
 What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.

Brand
Marketing

Company Consumer

Design
What is a brand ?

What a brand means to common

person ?
In 'blind' taste tests, people prefer
the taste of Pepsi over the taste of
Coke. However, if the test is not
'blind' and the tasters know which
beverage is which, they prefer the
taste of Coke over Pepsi! That is the
emotional power of a brand. The
Coca-Cola brand has the power to
actually change an individual's taste!

Coca-cola is the no.1 brand in the

world.
The first shape that was registered is
the coca cola bottle.
 What is a brand ?

(1) Products and services have become so alike that they fail to
distinguish themselves by their quality, efficacy, reliability, assurance
and care. Brands add emotion and trust to these products and services,
thus providing clues that simplify consumers’ choice.
(2) These added emotions and trust help create a relationship between
brands and consumers, which ensures consumers’ loyalty to the brands.
(3) Brands create aspirational lifestyles based on these consumer
relationships. Associating oneself with a brand transfers these lifestyles
onto consumers.
(4) The branded lifestyles extol values over and above the brands’
product or service category that allow the brands to be extended into
other product and service categories. Thus saving companies the trouble
and costs of developing new brands, while entering new lucrative
markets.
(5) The combination of emotions, relationships, lifestyles and values
allows brand owners to charge a price premium for their products and
services, which otherwise are barely distinguishable from generics.
 Integrity of Brand

Product Packaging
Websites

logo
Company
Product A

Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed by
everything people see, hear, touch, taste or smell about your business.
 Sony

* Aesthetics – integrated family

look. All products bear some
common elements.
* Style of use – interface design
– unique way of operating a
product.
* Some functions special to the
brand

The Sony Vaio series – one voice by Sony

 Company / Service People
BRAND
The market
A traditional market scenario is in market a company or service is catering to consumers
After there are plenty of players who are competing against each other, the market becomes complex
At this time companies start fighting against each other to capture a large market share with lot of
Efforts in various fields.
Like using advanced technology, giving quality products etc.
This all is possible when there is a lot of variation in sizes of the companies
But when all the companies are quite competitive this difference doest work.

Here advertising and branding comes as a major player.

Brand is associations of things in people’s mind.

Points

What is brand?
Why is it necessary?
What makes a brand?

What are the efforts

And a lot of examples
of each and every type of branding
 Task Guide
WHO your TARGET MARKET is
Suitable NAME for the product
(age; gender; high or low income)

Suitable SHAPE for the packaging Suitable COLOUR for the packaging
GCSE Business Studies

Suitable Material that the packaging Sketch the product.

will be made of Sketch the logo if you chose one.
BRANDING

Write up your Brand Specification

JUSTIFYING the decisions that you
made
 Pros and Cons of Branding:
Advantages Drawbacks
GCSE Business Studies
BRANDING

Can charge HIGHER PRICES Cost of developing Can Launch complimentary products
and establishing it in same brand name – e.g. shampoo;
Could get a bad name as well as a conditioner; hairspray.
good one if quality is not kept up
Increases loyalty
Successful brand names CAN link
Can be copied/ near copied to product (e.g. a “Hoover”)
 Pros and Cons of Branding:
Advantages: Drawbacks:
• Increases loyalty
• Cost of developing and
• Can charge HIGHER PRICES establishing it

• Successful brand names CAN link

• Can be copied/ near copied
to product (e.g. a “Hoover”)

• Can Launch complimentary • Could get a bad name as well

GCSE Business Studies

products in same brand name – as a good one if quality is not

e.g. shampoo; conditioner; kept up
hairspray.
BRANDING
 Branding – Conclusions, Discussion and Write-Up:

1.Is branding simple or complex to design? Explain.

(3 marks Level 2 – Grade D)

2.Is branding time consuming or quick to set up?

Give reasons for your answer.
(Level 2 – Grade D - 3 marks)

3.How does market research help in the development of a new brand? Explain your
answer clearly and give an example.
(Level 2 – Grade C – 5 marks)
GCSE Business Studies

4.To what extent does branding link to the price charged and the target market? Is
there a strong or weak link between them? Explain your point with examples.
(10 marks -Level 3 – Grades B - A*)
BRANDING

5.Is branding essential or non essential for a product’s success? Discuss and
explain your thoughts.
(8 marks – Level 3 – Grades B - A*)
 Mark scheme - Question 3
3. How does market research help in the development of a new brand/ Explain
your answer clearly and give an example? (Level 2 – Grade C – 5 marks)

Do they DEFINE what market research is OR do they DEFINE what a

BRAND is? (1 mark)

Do they clearly and correctly explain market research helps the

development of a new brand because it can be used to see if the
target segment like the chosen name; packaging design and Price?
(3 marks if ALL included)
GCSE Business Studies

Do they give a sensible example? (1 mark)

BRANDING
 Mark scheme - Question 4
4. To what extent does branding link to the price charged and the target market? Is there
a strong or weak link between them? Explain your point with examples (10 marks -
Level 3 – Grades B - A*).

Do they DEFINE branding (1mark)? Do they Define TARGET market or

Price? (1 mark)

Do they discuss the connection between brand and price? Explain how you
can have economy brands; everyday brands and luxury brands BUT the
NAME and packaging/ image of the brand has to link to the chosen brand
image IF you are to charge the price you want (e.g. Radley handbags have
an exclusive designer brand image with their famous little dog logo – this
means they CAN charge a higher price for their handbags).
GCSE Business Studies

Do they discuss the importance of design, image and packaging in order to

appeal to your target market? ( up to 5 marks)
BRANDING

Do they write a conclusion which gives a JUDGEMENT as to whether they

feel there is a strong link between branding, the price charged and the
target market, and JUSTIFY their views convincingly? ( up to 3marks)