BRAND

MARKETING
UNDERSTANDING BRANDING
 What is Brand:

History:
The word “BRAND” is derived from the old Norse Word “Brandr,”
which means “to burn” as brand were and still are the means by
which owners of livestock mark their animals to identify them.

Branding in its earliest form dates all the way back to around
2000BC and was purely used to depict ownership. Farmers would
brand their cattle to make them stand out from other livestock, and
craftsmen would imprint symbols onto their goods to signify their
origins.

Purpose: to identify and differentiate

Branding goes back even further, as far back as 1300 BC, potter’s marks were used on pottery and
porcelain in china, Greece, Rome and India. Branding of cattle and livestock go back as far as 2000
BC. So, how far back does branding go? At least 5000 years.

According to Philip Kotler/Gary Amstrong

A BRAND is defined as a "name, term, sign symbol (or a combination of these) that
identifies the maker or seller of the product".

According to American Marketing Association

A BRAND is a name, term, sign, symbol, or design which is intended to identify the
goods or services of one seller or a group of sellers and to differentiate them those of
competitors.

A BRAND is a person’s gut feeling about a product, service or organization.

What is brand name?
That part of a brand which can be vocalized – the utter able
What is brand mark?
That part of a brand which can be recognized but is not utter
able, such as symbol, design, or distinctive coloring or
lettering.
What is trade mark?
A brand or part of a brand that is given legal protection
because it is capable of legal protection and exclusive
appropriation. A trademark protects the seller’s exclusive
rights to use the brand name and/or brand mark.
 ELEMENTS OF BRAND:
Attributes that identifies and differentiate a brand called Brand Elements (such as
Name, logo, symbol, package design or other characteristics) based on:
People,
Place,
Things or objects,
And animals, etc.
 Product:

A Product can be physical good, a service, a retail

outlet, a person, an organization, a place or even
an idea
 Brand Versus Product:

BRAND PRODUCT
Has dimensions that differentiate it in Anything available in the market for use
some way from other products designed or consumption, that may satisfy a need
to satisfy the same need. or want.

Can be differentiate on the basis of: Can be categorized into five levels
Packaging namely:
Services Provided Core benefit level
Customer advice Generic product level
Financing Expected product level
Delivery arrangements Augmented product level
Warehousing Potential product level
Other things valued by the customers
Five Product Levels:
 Five Product Levels:

KOTLER DEFINES 5 LEVELs OF A PRODUCT

1) Core Benefit Level: Fundamental need or want that is satisfied.

Ex: A lady wants to enhance her beauty so buys a make up kit.

2) Generic Product Level: Basic Version or attributes necessary for functioning.

Ex: What the product is made up of ? (Blush, eye shadow trays, lipsticks, mascara and so on.

3) Expected Product Level: What customer’s normally expect.

Ex: Quality first but in our makeup set case, color of eye shadows must have good pigmentation,
makeup must be able to stay for hours.
4) Augmented Product Level: Additional attributes, benefits that distinguish it from competition.

Ex: makeup kit can be a surprise gift, samples, coupon for the next purchase adding an extra cosmetic inside which is
not offered by other brands. Competitions mostly takes place in this segment.

5) Potential Product Level: All transformation that it might undergo in the future.

Ex: In make up, the continuous development in the make up like removing parabens or adding aloe-vera.
 Support Services
Component

Packaging
Component
Repair & Deliveries
maintenance Core Component Price
Trade Mark
Warranty
Installation • Product Platform Quality
• Design Features Spare parts
Brand name
• Functional Features
Instructions Packages
• Legal Legal
Legal
Other related Styling
services
 Tangible brand and intangible brand

Tangibles relates to product performance

Eg. • Product • Packaging • Labelling • Attributes • Functional benefits

(3M, Sony, Gillette)

Intangibles relates to what the brand represents

Eg. • Quality • Emotional benefits • Values • Culture • Image

(Coca Cola, Calvin Kline, Marlboro)
It creates a relationship between brand and consumer.
Branding:

Kotler’s Definition of Branding

According to Kotler, branding is not just about getting your target market to
choose you over the competition, but about getting your prospects to see you as
the only solution to their problem. A good brand must deliver a clear message,
confirm the brand’s credibility in the marketplace, emotionally connect target
prospects with a product or service, motivate the buyer, and create user loyalty.
Branding:

Branding is who you are, the very identity and character of your business, while
marketing is how you build brand awareness.

Branding is your strategy, while marketing encompasses your tactical goals.

In order to determine your brand identity, you need to ask yourself several
questions. These questions go beyond industry clichés, and they are deeper than a
mere description of your services or products.
The questions are:

• What are your core principles and values?

• What is your mission statement?
• What inspired you to build your business?
• Why do you want to offer your products or services to your target audience?
• What makes you unique?
• What is your internal and company culture?
• What is your professional sense of style?
• What are your communication characteristics?
• What do you want to come to mind when someone hears your business name?
• How do you want people to feel when they think of your business?
• How do you want customers to describe you as a company?
Invest your time in giving detailed answers, and bounce them off your colleagues and
professional mentors.
What you will notice is that all of the questions are related to your internal operations and
culture.
What you build on the inside is what will emanate externally as your brand.

Your branding will dictate what your consumers can expect of you, and what they will
experience when they use your products or services or interact with your company.
By clearly defining who you are, you are setting up a strong brand foundation that will underlie
every aspect of your marketing efforts.
Marketing:

Marketing is the methods, tools and tactics your business uses to communicate your brand identity and message
and to drive customer interest, engagement, and ultimately, sales.

Marketing campaigns continually change and evolve based on a wide range of parameters, including consumer
sentiment, the economy, competitors, and even seasonality. They are also targeted towards different segments of
your audience, all while supporting and reflecting the core values of your brand.

Marketing is a vast umbrella, incorporating several tools, tactics, and vibes, depending on the audience and the
moment. Marketing can be heartfelt, funny or serious. It can be any mix of content, including text, keywords,
images, videos, and memes.
Marketing can be executed with traditional offline methods, and online with digital-based tactics. Some of
the most common current marketing approaches include:

Content Marketing
Social Media Marketing
PPC (Pay Per Click) marketing
Native advertising
Mobile Marketing
Email Marketing
TV
Radio
Print compaign
Event marketing
 Which Comes First, Marketing or Branding?

Branding is at the core of your marketing strategy, so branding

must come first.

Whether a small business, startup, or large company, it is

essential to clearly define who you are as a brand, before you
begin to devise your specific marketing methods, tools,
strategies and tactics.
Why Brand or Branding is
important or matter?

Branding allows companies to tell their unique stories and shift

perception by giving customers something to believe in. It sparks
interest, and invites customers to discover, learn about, and establish a
memorable relationship with their brand.

Branding is about making consumers feel good about supporting a

company and establishing an emotional connection.
Create Class group (3 members)

Branding on any product you want to do

THANK YOU