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What is a brand ?
Branding is a combined effort of the company which is projected to the consumer.
Company
Brand
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
Products to brands
Understanding Branding
Brand Building
From Products to Brands
Understanding Branding
Brand Building
ExerciseExerciseArchitecture
Architecture
Management
ManagementAttributesAttributes
Products to brands
Products to brands
From Products to Brands
Understanding Branding
Brand Building
ExerciseExerciseArchitecture
Architecture
Management
ManagementAttributesAttributes
Products to brands
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’
Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitecture
ManagementManagement
AttributesAttributes
Products to brands
Products to brands
NameName LogoLogo
ColoursColours EssenceEssence
AttributesAttributes
Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseArchitectureArchitecture
Products to brands
Products to brands
ManagementManagementManagementManagement
Co-BrandCo-Brand Stealth BrandingStealth Branding
Fighting BrandFighting Brand Multi-BrandMulti-Brand
AttributesAttributes
Understanding Branding
Understanding Branding
Brand Building
ExerciseExerciseManagementManagement
Products to brands
Products to brands
ArchitectureArchitectureArchitectureArchitecture
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
AttributesAttributes
Understanding Branding
Understanding Branding
Brand Building
ArchitectureArchitecture
ManagementManagement
Products to brands
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