Branding and packagingbranding

brandingIn today's market the greatest rewards will flow into the hands of those who honestly and rigorously dedicate themselves to building strong brands. This the name of todays marketing game.Branding in olden times marketing is used to be done to differentiate one sellers product from other inferior products.BRAND is a name, term, design, symbol, or any other feature that identifies the goods and services of one seller from those of other sellers.BRANDING involves researching, developing, and implementing brand names, brand marks, trade characters, and trade marks.A BRAND NAME is a word, letter( number) , group of words, or letters ( numbers ) that can be spoken.

examples

brandingA BRAND MARK is a symbol, design, or distinctive coloring or lettering that cannot be spoken .A TRADE CHARACTER is a brand mark that can be personified.A TRADE MARK is a brand name, brand mark , or a trade character or combination therefore that is given legal protection.WHY OR WHYNOT BRANDING ?SELECTING A GOOD BRAND NAME THE CHALLENGEDESIRABLE CHARACTERISTICSPROTECTING A BRAND NAME

THE BEST BRANDS ACCORDING TO A SURVEYIN USADISNEY LAND/ DISNEY WORLDKODAKUNITED PARCEL SERVICEHALLMARKFISHER PRICEAT&TMERCEDES BENZLEVIS

Branding strategiesMiddlemens strategyProducers strategy

Producers strategyMarketing entire output under producers own brand -these types of companies are usually very large in size, well financed and well managed. -have broad product lines, well established distribution system, and large share of markets. -examples are nestle, Levi's, Pepsi co, coke, Procter& gamble etc.Branding of fabricating parts and materials -seller seeks to develop a market preference for its product. -Dolby labs seeks to create a market situation in which buyers insist that a stereo sound system include a Dolby noise reduction component. -Intel corp. developed the slogan Intel inside to strengthen its product position. -diagnostics equipments

Producers strategyMarketing under middlemens brand -a widespread strategy among manufacturers is to sell part or all of their output to middlemen for branding by these customers. - this strategy can be useful for producers. - orders typically are large and payments are prompt. - manufacturer can fully utilize its plant capacity. - large options of manufacturers to middlemen.

Middlemens strategiesCarry only producers brand.Carry both producer and middlemens brand -many large retailers and some large whole sellers have their own brands. Middlemen may find it advantageous to market their own brands because it increases their control over target markets. -middlemen usually can sell brands at prices below those of producers brands. - middle have to be careful while branding their own brands as according to a survey , if store brands of groceries are not priced under 10 percent below producers brand, consumers will not buy them..Carry generic products.