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A brand is a combination of: Name

Symbol/Logo

Value

Attributes Benefits

Intended to make goods and services of one

seller, from goods and services of the oter sellers

Used for DIFFERNTIATION

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The economic deal Product commonality

Differentiation arms

The Brand Power Customer Loyalty

Profit

Growth

Success

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A brand is much more than a nameits a symboltrademark logo term sign design or combinationwhich distinguishes a product from others. Sets a companys products apart from competition. Itsthe perception of the product in the minds of the

consumers A brand is a product that has a personality. It is the companys most valuable asset. Its also themain differentiator the best defense against pricecompetition and the key to customer loyalty. Competitors can copy your features and benefits butthey cant steal your brand. Its a promise. But it must be backed up byperformance.

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http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=8bkQ7LKGecgrGM&tbnid=sVkE5Ok8oeb8ZM:&ved=0CAUQjRw&url=http://www.bakersandlarners.co.uk/nescafe-gold-blend-100g-pid2053.html&ei=3KgbUvHgBYPVrQfMzoAI&bvm=bv.51156542,d.bmk&psig=AFQjCNEPT3ALDBIebqErQpa0YCTn0GZNeA&ust=1377630754355860http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=r1ltBQEVvGl-IM&tbnid=bK49xUphDh8UFM:&ved=0CAUQjRw&url=http://www.123rf.com/photo_8722126_coffee-jar.html&ei=_qcbUrLEMInmrAf1x4GQDg&bvm=bv.51156542,d.bmk&psig=AFQjCNEOjn0RW62j5_nj5NEUhQ_wbWNk4g&ust=1377630582852768

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Coffee Nescafe Coffee

Coffee powder/granules

Price

Container shape

Weight Colour

Aroma

Great coffee Great unique taste Aroma Upbeat mood

Modern lifestyle Guarantee Trust

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http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=j2UDqy3rS9vr_M&tbnid=WQbtyALsWvHt0M:&ved=0CAUQjRw&url=http://artsipelaou.blogspot.com/2012/12/artsipelaou.html&ei=PK0bUoK6B8LYrQeqy4DYBw&psig=AFQjCNFQooMdEJDyGyOSMsiVulzb_qqMmA&ust=1377631914430189http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=j2UDqy3rS9vr_M&tbnid=WQbtyALsWvHt0M:&ved=0CAUQjRw&url=http://artsipelaou.blogspot.com/2012/12/artsipelaou.html&ei=c6sbUprSCoLtrAfDrYG4BQ&psig=AFQjCNH9QXYYoMs0XEoRGYjp8CFf3T9y1g&ust=1377631465849437

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http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=j2UDqy3rS9vr_M&tbnid=WQbtyALsWvHt0M:&ved=0CAUQjRw&url=http://artsipelaou.blogspot.com/2012/12/artsipelaou.html&ei=PK0bUoK6B8LYrQeqy4DYBw&psig=AFQjCNFQooMdEJDyGyOSMsiVulzb_qqMmA&ust=1377631914430189http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=j2UDqy3rS9vr_M&tbnid=WQbtyALsWvHt0M:&ved=0CAUQjRw&url=http://artsipelaou.blogspot.com/2012/12/artsipelaou.html&ei=c6sbUprSCoLtrAfDrYG4BQ&psig=AFQjCNH9QXYYoMs0XEoRGYjp8CFf3T9y1g&ust=1377631465849437http://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=txDYnbJ3CtTWLM&tbnid=Nf01Ywv6UdVbsM:&ved=0CAUQjRw&url=http://www.indiandrives.com/impact-of-car-colors.html&ei=OKsbUob-CYLtrAfDrYG4BQ&psig=AFQjCNEk59aNCzcm94rKjF7P8K4jTLdqXg&ust=1377631362512765

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Brand Name Brand Logo/Symbols Brand Promise -The single most important

thing your organization promises to deliver

every time Brand Personality -what you want your brand

to be known for (fun,serious,magical,forceful,etc.)

Packaging - Aesthetics, Brand Associations -colors, taglines, images,

fonts, uniforms, equipment, etc

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The common element sending a singlemessage amid the wide variety of itsproducts, actions and communications

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Personality

Culture

Self-ImageReflection

Relationship

Physique

In

ternalisation

Ex

ternalisatio

n

Sender

Receiver

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What makes a brand strong? Answer is: Brand Equity

Brands have financial value because they have createdassets in the minds and hearts of customer, distributors,prescribers and opinion leaders.

Sources of BRAND EQUITY Brand Awareness

Brand Recall : When a customer recalls a brand while comingacross a product category. For example: When we talk aboutantiseptic liquids...we think of Dettol

Brand Recognition: Customers confirmation of experience Brand Association

Strength , Favourability, Uniqueness of a Brand with respect toits competitors

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Customers want to make repeated purchaseof the same brand

Customers recommend the brand to others

Can be measured by three ways: Brand Recognition Brand preference - Consumer reliance on previous

experiences with a product to choose that productagain.

Brand insistence - Consumer refusal of alternatives ofthe brand

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Generic Products: No Branding Manufacturers Brands: Brand name owned by a

manufacturer or other producer. Examples: Sony,

Pepsi, Dell.

Private Brands: Brands offered by wholesalers and

retailers. Example: STOP by Shoppers Stop

Umbrella Brands / Family Brands: Single name forall products of the Company. Example - Amul

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Involves all the activities that are necessary tonurturea brand into a healthy cash flowstream for the company after launch

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