3. Introduction
India is the fastest growing free market
democracy in the world. India has the largest
knowledge workforce in the world and with
more and more people moving to the higher
income strata,
India is a market that the world cannot
ignore. The opening up of the Indian economy
has given a level playing field for foreign
brands against Indian brands.
Several multinational companies have begun to
focus their attention on Indian markets.
Global brands are threatening the existence
of several Indian brands. These brands have
strong presence in the minds of the
customers globally and have performed
consistently for a long time.
4. What Is Brand?
Are you sure you know?
We’re continually amazed at how many people simply
answer, “a company’s name” or “a corporate logo.” Let me
show you how branding can be understood—as easy as pie.
Just like we know people by their names, we know
hundreds of brands by name. But, like people too, the
more you know about a brand, the more it seems to have
its own individual personality.
But while we know people by their names, we don’t say
they “are” their names. Here’s where we get to what
branding really is. Branding is the sum total of a
company’s identity—from its name and logo to every piece
of communication, internal or external—to every
encounter every customer or potential customer has with
it.
5. Concept of Brand
Brand is the personality that identifies a product,
service or company (name, term, sign, symbol, or
design, or combination of them) and how it relates to
key constituencies: customers, staff, partners,
investors etc.
Some people distinguish the psychological
aspect, brand associations like thoughts,
feelings, perceptions, images, experiences,
beliefs, attitudes, and so on that become linked
to the brand, of a brand from the experiential
aspect.
6. Branding -a different
perspective
Branding can be rational or irrational. Customers buy brand
not only for the intrinsic values associated with it but also
because the brand has surprised them in the past with newer
and more novel experiences. Branding is a promise made to
the customer that will deliver values beyond expectation.
Branding strategy hence should also involve continuously
communicating to the customer of the novel experiences that
he/she has had with the brand.
7. Elements of Brand
Brand elements
Brands are communicated through various elements[8]:
Name: The word or words used to identify the company, product,
service, concept
Logo: The visual trademark that identifies the brand
Tagline or Catchphrase: "The Quicker Picker Upper" is
associated with Bounty; "Can you hear me now" is an important
part of the Verizon brand.
Shapes: The distinctive shape of the Coca-Cola bottle or the
Volkswagen Beetle are trademarked elements of those brands.
Graphics: The dynamic ribbon is also a trademarked part of Coca-
Cola's brand.
Colour: Owens-Corning is the only brand of fibreglass insulation
that can be pink.
Sounds: A unique tune or set of notes can "denote" a brand:
NBC's chimes are one of the most famous examples.
Movement: Lamborghini has trademarked the upward motion of its
car doors.
Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is
trademarked.
Taste: KFC has trademarked its special recipe of 11 herbs and
spices for fried chicken
8. Global brand and Local brand
Global brand --A global brand is one which is perceived to
reflect the same set of values around the world. Global
brands transcend their origins and create strong enduring
relationships with consumers across countries and cultures.
They are brands sold in international markets. Examples of
global brands include Facebook, Apple, Pepsi, McDonald's,
Mastercard, Gap, Sony and Nike. These brands are used to
sell the same product across multiple markets and could be
considered successful to the extent that the associated
products are easily recognizable by the diverse set of
consumers.
Local brand --A brand that is sold and marketed
(distributed and promoted) in a relatively small and
restricted geographical area. A local brand is a brand that
can be found in only one country or region. It may be called a
regional brand if the area encompasses more than one
metropolitan market. It may also be a brand that is
developed for a specific national market, however an
interesting thing about local brand is that the local branding
9. Benefits of Global Brand
Economies of scale (production and distribution)
Lower marketing costs
Laying the groundwork for future extensions
worldwide
Maintaining consistent brand imagery
Quicker identification and integration of
innovations (discovered worldwide)
Preempting international competitors from
entering domestic markets or locking you out of
other geographic markets
Increasing international media reach (especially
with the explosion of the Internet) is an enabler
Increases in international business and tourism
are also enablers
10. Benefits of Local Brand
Local brand offers greater selection and
higher equility
Scope for expansion
Meeting the local needs of the people and
tastes
Strong community ties
Cultural identity
Local operational or logistical
advantages
11. Five reasons local brands have the home-field
advantage
Few brands establish dominating positions in multiple countries. Moreover,
we've observed that brands that are distributed across multiple countries tend
to have weaker overall relationships with consumers than brands that stick
close to home.
The chart above is based on an analysis of over 10,000 brands measured as part of
BrandZ™. The data suggests that brands that compete in more countries tend to
have weaker "Bonding" scores overall. For most brands, much of their strength and
equity comes from their original home markets. This should not be surprising
because few of today's global brands were originally designed to travel. Most of
them originated long before the imperative to go global took hold. We can
12. Brand strategy
As I see it, a company’s brand strategy describes how
the brand intends to create customers and advance
them beyond the reach of competitors.
Specifically, it sets forth the creative, social and moral
steps that the brand will take to create the customers
that will drive the business forward.
A brand strategy will position customers as a key
part of the company’s competitive edge—and keep
moving that edge. The customer wins through
progressively added value, and the company wins
through customers who won’t settle for second best.
In brand strategy we don’t focus on “positioning the
brand.” We focus on positioning the customer—to
win. In other words, the brand wins through the
customer.
13. Brand Strategy
• Attributes
• Benefits
Brand • Beliefs and values
positioning
• Selection
Brand name • protection
selection
• Manufacturers brand
• Private brand
Brand • licensing
sponsorship • Co-branding
• Line extension
• Brand extension
Brand • Multibrands
development • New brand
14. Brand strategy contd….
Brand positioning:-
Marketers need to position their brands and target
customer’s mind.
Positioning refers to the act of designing the
company’s offerings and image in such a way that it
occupies a distinctive places in the minds of target
customers.
The strongest brand go beyond attribute or benefit
positioning.They are positioned on strong beliefs
and values.
15. Brand strategy contd ….
Brand name selection:-
A good name can greatly add to products
success. Desirable qualities of brand name
include
It should suggest something about the
products benefits and qualities.
It should be easy to pronounce,recognize and
remember.
The brand name should be distinctive.
It should be extendable.
The brand name should translate easily into
foreign language.
It should be capable of registration and
legal protection.
16. Brand strategy contd….
Brand sponsorship:-
A manufacturer has four
sponsership.The product may be launched
as :-
• national brand
• private brand
• licensed brand and
• co-brand
17. Brand stategy contd…
Brand development:-
A company has four chances when it
comes to developing brands. It can
introduce :
• Line extensions
• Brand extensions
• Multi brands
• New brands
19. Let’s discuss
Brand development and strategies of
two famous brand
Allen Solly
Levi’s
20. Brand –Allen Solly
Brand is the most valuable asset of the
company. It is the driving force behind the
business. In order to plan and implement a
brand strategy, the current state of the
business must first be analyzed to uncover
the needs and issues that are unique to the
industry. It’s only by gaining this
understanding, and comparing it with your
vision, that the brand strategy can be
revealed.
Allen solly Came in India in 1990.
Launched the concept of Friday Dressing.
Introduced women wear in corporate world.
Known as most dominating brand.
24. Brand Levi’s
Levi's Fashions a New Strategy
A dynamic new team looks to stamp
innovation on an old brand.
Hanson, who, along with his designer
muse, was brought back from Europe to
Levi's San Francisco headquarters last
year to reverse the seriously sagging
fortunes of the company's brand in
America. "It has a bold, confident statue
that doesn't say, Levi's is back. It says,
Levi's is leading."
27. CONCLUSION
In today’s world brand has a major role in
the markets of developing economy. Good
brand act as a king pin in the business. So
company must manage their brand. Brand
positioning must be continuously
communicated to consumers. Above
all,however,a powerful brand forms the
basis for building strong and profitable
customer relationships .Brand are
powerful assets that must be carefully
developed and managed.
