BRANDING

BRANDING

Introduction

• Branding refers to the process of creating a unique identity for a product, service, or company through a name, symbol, design, or a combination of these.
• According to AMA (American Marketing Association): “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.”
• Branding is more than a logo; it includes perception, emotional connection, and customer experiences associated with a product or organization.

Importance of Branding

1. Product Differentiation – Helps distinguish products from competitors in a crowded market.
2. Customer Recognition – A strong brand is easily remembered and recognized by customers.
3. Customer Loyalty – Good branding builds trust and long-term relationships.
4. Price Premium – Customers are often willing to pay more for branded products due to perceived quality.
5. Facilitates Marketing & Advertising – Strong branding enhances the effectiveness of promotional campaigns.
6. Market Expansion – A trusted brand makes it easier to introduce new products.
7. Organizational Value – Brands are intangible assets that increase the company’s overall worth.

Reasons for Branding

• Creates Identity – Gives a product/service a personality and identity.
• Builds Trust – Helps establish credibility and trust among customers.
• Influences Purchase Decisions – Customers often prefer familiar brands.
• Supports Communication – Conveys company values, mission, and quality promises.
• Reduces Risk for Customers – Customers feel safer choosing a known brand.
• Encourages Repeat Purchases – Branding fosters customer loyalty.
• Competitive Advantage – A strong brand can outperform unbranded or weakly branded competitors.

Essentials of a Good Brand

1. Memorability – Easy to remember, pronounce, and recognize.
2. Meaningful – Should reflect the product’s benefits, values, or positioning.
3. Unique & Distinctive – Different from competitors’ brands.
4. Adaptable – Flexible enough to work across different products and markets.
5. Legally Protected – Trademarked to prevent misuse.
6. Positive Associations – Should evoke favorable emotions.
7. Consistency – Maintained across marketing channels and customer touchpoints.
8. Sustainability – Strong enough to survive changing market conditions.

Types of Brands

1. Manufacturer’s Brand (National Brand): Owned and promoted by the producer (e.g., Samsung, Nestlé).
2. Private Brand (Store/Dealer Brand): Owned by retailers or wholesalers (e.g., Big Bazaar’s Fresh & Pure).
3. Generic Brand: No specific brand name, usually sold at lower prices (e.g., unbranded medicines, grocery staples).
4. Family Brand (Umbrella Brand): One brand name used across multiple products (e.g., Tata for salt, steel, tea).
5. Individual Brand: Separate brand name for each product (e.g., P&G’s Ariel, Tide, Pampers).
6. Co-Branding: Two or more brands collaborate for a product (e.g., Nike + Apple).
7. Global Brand: Known and marketed worldwide (e.g., Coca-Cola, McDonald’s).
8. Service Brand: Branding in the service sector (e.g., Indigo Airlines, Apollo Hospitals).

Branding and Marketing Programme

1. Product Strategy – Branding defines product positioning and market segment.
2. Pricing Strategy – Strong brands can command higher prices.
3. Distribution Strategy – Popular brands get priority shelf space and better dealer support.
4. Promotion Strategy – Advertising, sales promotion, and digital campaigns strengthen brand equity.
5. Customer Relationship Management (CRM) – Enhances loyalty and retention.
6. Integrated Marketing Communications (IMC) – Ensures a consistent brand message across all platforms.

Brand Strategy and Policy

Brand Strategy

A brand strategy is the long-term plan for developing a successful brand to achieve specific goals.

• Brand Positioning: Identifying a unique place in the minds of customers (e.g., Volvo = Safety).
• Brand Extension: Using an existing brand name to launch new products (e.g., Amul for milk, ice cream, chocolates).
• Brand Equity: The value added by the brand to the product in terms of recognition, loyalty, and trust.
• Rebranding: Changing the brand identity to adapt to new markets or repositioning.
• Global Branding Strategy: Standardizing brand identity for international markets.
• Digital Branding: Use of social media, websites, and online advertising to create a strong online presence.

Brand Policy

The rules and guidelines adopted by a company for branding activities:

1. Naming Policy – Decide whether to use individual, family, or umbrella branding.
2. Trademark Policy – Legal protection for names, logos, and slogans.
3. Standardization Policy – Consistency in brand elements across regions.
4. Extension Policy – Rules for extending the brand into new categories.
5. Ethical Branding Policy – Ensuring truthful advertising, environmental responsibility, and cultural sensitivity.
6. Co-Branding/Alliances Policy – Guidelines for partnerships with other brands.

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