1. ADVERTISING 1
Branding

2. WHAT IS A BRAND ?

3.  Personification of an organization?
 Promise to a customer ? Trust mark?
 Source of emotional attachment to the customers?
 Single idea or concept embedded in the customer’s
mind?

4. BRAND IS
Name, term, design, symbol, or any other feature
that identifies one seller's good or service as
distinct from those of other sellers.
American Marketing Association
The emotional and psychological relationship you
have with your customers. Strong brands elicit
thoughts, emotions, and sometimes physiological
responses from customers.

6. WHAT DO BRANDS DO ?
 They remind us of a past product/ service experience
 They communicate how we see ourselves
 Brands are fantasy
 Brands are a string connection to world elsewhere.
 They represent the world how it should be, not as how it actually is.
 They represent ideals
 Simplify our world.
 Brands help satisfy our need to belong to something larger than
ourselves, yet maintain our individuality.

7. WHAT A BRAND IS NOT
 Trademark (legal property)
 Mission statement (reminder)
 Logo or slogan (signatures)
 Product/ Service (tangibles)
 Advertising (message)

8. SO BRAND IS
A complete experience
A promise you make to the world
A lifestyle
 The personality of your organization

9. WHY DO YOU NEED A BRAND?
 To create recognition
 To stand out in the crowd
 To reduce the need to compete on price alone.

10. BRANDING ???

11. BRANDING
 Is the process of creating a brand
 A brand is not created through advertisement/
marketing activities
 A brand is created before making it known to the
world.

12. WHAT DOES BRANDING DO?
 It creates recognition and loyalty
 It creates an image of size
 It creates an image of quality
 It creates an image of experience and reliability
 It helps link multiple products

13. DISADVANTAGES OF BRANDING
 Cost
 Impersonal
 Fixed image
 Timescale

14. TYPES OF BRANDS

15. PRODUCT
 A tangible product like car, shampoo , cold drink…
 Two types
 Individual product e.g. Coca cola
 Product range e.g. Nokia N-series

16. SERVICE
 Intangible services
 These are about what is done, when and who does
it.

17. ORGANIZATION
 Represents the organization instead of it’s products
 The organization represents the qualities of the
organization
 It is a sum of its products and services

18. PERSON
 Focused on one or a few individuals, where branding is
associated with personality
 Two types
 Individual – based on one person like an actor, singer,
politician. It can be the natural person or carefully crafted. E.g.
Benazir Bhutto, Amitabh Bachan, Noor Jehan
 Group – Same as individual but focused on more than one
person. Each member of the group can himself be an
individual brand like Vital Signs, Junoon.
 Organizations can link with person brands like
 Telenor with Ali Zafar, Pepsi with Vital signs, Ufone with Faisal
Qureshi

19. EVENT
 Are strongly connected with the experience of the
people attending the event
 Oscars
 Lux style awards
 Olympics
 Products and services realize the power of event
brands and seek to be associated with them.

20. GEOGRAPHY
 Areas of world having specific qualities can also be
brands
 Countries focus on being brands
 Some become brands based on there appeals e.g.
dangerous, fun, cultural etc.
 Thailand – tourism hotspot
 Italy – mafia
 Switzerland – Secure banks
 Saudi Arabia – Sacred importance to Muslims
 China – Cheap labor

21. WHAT COMES IN YOUR MIND FOR THE
FOLLOWING AREAS ?
 Russia  Thar
 Texas  Lahore
 Bombay  France
 Japan  Africa
 Iran  Egypt

22. TYPES OF BRANDING

23. CORPORATE BRANDING
 Making the promise of quality products, service,
and delivery to the consumer.
 Most branding is corporate branding.

24. EMPLOYER BRANDING
 Focuses on employees to understand the mission,
vision, goals, products and services of the
company.
 It is designed to educate employees in order for
them to uphold the corporate brand to their
customers.

25. CAUSE BRANDING
 Attempting to attract consumers by associating the
company with a cause that potential customers
would find beneficial to their goals or personal
values.

26. CO-BRANDING
 Two or more brands co exisiting to provide a better
consumer experience
 E.g. A bank outlet or atm machine in a shopping
mall.
 Gul ahmed outlet with makro
 Each brand keeps its identity but co exists.

27. SPIRIT BRANDING
 “Get a good feeling” with our product approach.
 Usually used with soft drinks

28. COMMUNITY BRANDING
 Showing collective good a company can do for the
community in which the company resides.

29. SONIC BRANDING
 Using sound to support the visuals and create a
unique sound identity
 <jingle all the way video>