BRANDING PROPOSAL
“Hrishi singh”
BRANDING
Branding is one of the most important aspects of any business large or small,
retail or B2B.
An effective brand strategy gives you a major edge.
Branding helps in establishing product, services & offers in competitive market.
The foundation of your brand is your Logo, Website, Packaging & Promotional
materials
DEFINING BRAND
Defining our brand because its a journey of self-discovered business.
It requires few answers to understand brand & its value
• company's mission
• benefits and features of products or services
• customers and prospects already think of your company
• do you want them to associate with your company?
Defining brand and developing a brand strategy entirely depends on
above questions
INDEX
•
Acknowledgement
• Brand Building
• Advertising does a lot to help build brands
• Brand history
• Moving the brand up
• The process of brand orientation
• Case study
BRAND BUILDING
• Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream
for the company after launch
Advertising does a lot to help build
brands
•Every ad contributes to make the brand what it is in the minds of the consumer
– David Ogilvy
•A company’s brand is the primary source of its competitive advantage and is a very valuable
strategic asset
– David Aaker
BRAND
•A unique and identifiable symbol, association, name or trademark which serves to
differentiate competing products or services.
•A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a
whole, the preferred term is trade name.“
Types of brand names
Brand names come in many styles. A few include
•Acronym: A name made of initials such as UPS or IBM
•Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
•Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or
Dunkin' Donuts
•Evocative: Names that evoke a relevant vivid image like Amazon or Crest
•Neologisms: Completely made-up words like Wiki or Kodak.
•Foreign word: Adoption of a word from another language like Volvo or Samsung.
•Founders' names: Using the names of real people, and founder's name like Hewlett-Packard or
Disney.
•Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film.
•Personification: Many brands take their names from myth like Nike or from the minds of ad
execs like Betty Crocker.
HISTORY
• The word "brand" is derived from the Old Norse brand meaning "to burn." It refers to the
practice of producers burning their mark (or brand) onto their products.’’
• By the 1940s, manufacturers began to recognize the way in which consumers were developing
relationships with their brands in a social/psychological/anthropological sense.
• From there, manufacturers quickly learned to build their brand's identity and personality, such as
youthfulness, fun or luxury.
• This trend continued to the 1980s, and is now quantified in concepts such as brand value and
brand equity.
MOVING THE BRAND UP
• A brand may be a leader in volume and market share, enjoying the advantages of the economies
of scale and retail supremacy. However, its price has been lowered by retailers, consumers and
competitors. In this context an attractive growth segment often emerges at the very high end of
the market.
•E.g.- Ponds was a medium range price product with creams, lotion and talcum powder.
However over the last few years they have moved the product up with their high priced antiaging lotions, etc.
The process of brand orientation
•Brand orientation means that the formulation of the organization strategy is based on brands.
•By focusing the organization’s commitment resources on building, developing and nurturing
brands, a platform for a sustainable competitive strategy is achieved. A brand oriented
organization uses the concept of:
1)
Product
4) Corporate Identity
2)
Trade Mark
5) Positioning
3)
Corporate Name
6)Target Group
7) Brand Vision
CASES OF BRAND MOVING UP
1) SAMSUNG MOBILES
• SALES IN FEW YEAR BACK
In year 2009
SALES IN 2011
2 ) SUZUKI BIKES
•IN YEAR 2008
•IN YEAR 2011
We believe in making your business more profitable
by making & executing brand strategies, which helps to
reach among your target audience as early as possible in
more attractive and effective manner.
Thank You…