Branding

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What is a brand ?

Branding is a combined effort of the company which is projected to the consumer.

Company

Consumer

Marketing

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.

Brand Positioning

Positioning a Battle for the MindAl Ries & Jack Trout

Identification, development and communication of a differentiated advantage which makes the product or service to be perceived as superior and distinctive in the prospect’s mind

Some Positioning Methods

By benefit By price v/s quality By use By product user By product class Using culture By competition

Understanding Branding

ExerciseExerciseArchitectureArchitecture

ManagementManagement

AttributesAttributes

Products to brands

Brand Building

From Products to Brands

Brand Building

ExerciseExerciseArchitecture

Architecture

Management

ManagementAttributesAttributes

Products to brands

From Products to Brands

Brand Building

ExerciseExerciseArchitecture

Architecture

Management

ManagementAttributesAttributes

Products to brands

• A brand is more distinctive than a product

• It is first of all a name, a means of identification

• Secondly it s a set of added values offering both functional and psychological benefits

Above all ‘a brand is a promise’

Brand Building

Products to brands

NameName LogoLogo

ColoursColours EssenceEssence

Brand Building

Products to brands

ManagementManagementManagementManagement

Co-BrandCo-Brand Stealth BrandingStealth Branding

Fighting BrandFighting Brand Multi-BrandMulti-Brand

Brand Building

ExerciseExerciseManagementManagement

Products to brands

ArchitectureArchitectureArchitectureArchitecture

House of BrandsHouse of Brands

Endorsed BrandEndorsed Brand

Sub BrandSub Brand Branded HouseBranded House

Brand Building

ArchitectureArchitecture

Products to brands

ExerciseExerciseExerciseExercise

OptionsOptions Single Brand FamilySingle Brand Family

Stand Alone BrandStand Alone Brand

Transfer of Brand AssetsTransfer of Brand Assets

BRAND is not what it looks

likeBRAND is how

it WORKS.

ThAnK YoU

Branding

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