Branding
A process by which manufacturers and retailers help customers to
differentiate between various offerings in the market.
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
What is a brand?
• A brand is a name, term, design, symbol or any other feature that
identifies one seller's good or service as distinct from those of other
sellers. A brand may identify one item, a family of items, or all items
of that seller.
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Assist people to identify their
preferred products
Reduce perceived risk
Branding
advantages Gauge the level of product quality
for
Reduced time spent
customers
Psychological reassurance
Inform consumers about the source
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
PREMIUM PRICING
DIFFERENTIATION
Branding CROSS SELLING
advantages for CUSTOMER LOYALTY AND RPI
manufacturers
and retailers INTEGRATED MARKETING COMMUNICATION
CORPORATE IDENTITY PROGRAMMES
LEGAL PROTECTION
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Brand has much more
It has a character It has a personality
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Brand personality by Aaker (1997)
The set of human characteristics that consumers associate with a brand.
Self concept and personality
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Buying fewer
store/private
labels
Types of brands
Buying more
store/private
labels, but
plan to
switch back
• Manufacturer brands
Buying more
• Distributor brands store/private
labels and
• Generic brands will stick
with them
Buying more
store/private
labels and
plan to buy
even more
Do not buy
store/private
label
https://www.dotactiv.com/blog/3-reasons-why-retailers-are-introducing-their-own-house-brands
Branding strategies
• Brand name:
• Be easily recalled, spelled, spoken
• Be strategically consistent with the organisation’s branding policies
• Be indicative of the product’s major benefits and characteristics
• Be distinctive
• Be meaningful to the customer
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Visual Audio Intelligent Organiser
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Branding policies
• Individual branding
• Family branding
• Corporate branding
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
What branding policy is
adopted by these companies?
Brand extensions
• A way of capitalising on the recognition, goodwill and any positive
associations of an established brand and using the name to lever the
brand into the new market.
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Co-branding
• When two established brands work together, on one product or
service.
• The principle behind co-branding is the combined power of the two
brands generates increased customer appeal and attraction.
• Move into different markets
• Share resources based on their different strengths
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
They're both in the business of travel.
They both value luxury.
BMW & Louis Vuitton They're both well-known, traditional brands that are known for high-quality
craftsmanship.
BMW i8 starts at $135,700
Four-piece luggage set goes for a whopping $20,000
Not only does the luggage fit perfectly size-wise, but its design and appearance fit perfectly with BMW's image
sleek, masculine, and high-quality.
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
Brand equity
• Measure of the value of a brand
• An assessment of a brand’s wealth sometimes referred to as goodwill
• Brand description represented by the specific attitudes customers have
towards the brand
On February 19, 2014, months after a venture capital financing round at a
$1.5 billion valuation, Facebook announced it was acquiring WhatsApp for
US$19 billion, its largest acquisition to date.
Facebook purchased Instagram for $1 billion on April 9, 2012, although
Instagram was not generating revenue when Facebook purchased it in 2012, it
has recently been estimated to be worth $100 billion. Jun 25, 2019
R. Amirtha, Assistant Professor, Institute of Management, Christ University, Bangalore
