1. UNIT 1
UNDERSTANDING BRANDS

2. TOPICS
• What is a Brand?
• Brand Vs Products
• Types of Brands
• Functions of Branding
• Brand attributes
• Significance of Branding to consumers &
firms
• Independent Study : Brand names

3. • Is a Symbol or a Mark that helps a
customer in instant
recall, differentiating it thereby from
the competing products of a similar
nature.
• Managers refer to a Brand as more
than that – as something that has
actually created a certain amount of
awareness, reputation, prominence
and so on in the marketplace…
• Is given a legal protection from being
used by others coz it is capable of
exclusive approbation

4. BRAND
• Derived from the Old Norse word “Brandr”
which means to burn
• In ancient times, farmers used to put burn
marks as identification on livestock to
distinguish their possessions.

5. DEFINITION
• David Ogilvy defined a brand as “
the Consumer’s idea of a product”
• Acc to American Marketing
Association (AMA) : “A Brand is a
name, term, sign, symbols, or
design, or a combination of
them, intended to identify the
goods and services of one seller or
group of sellers and to differentiate
them from those of competition.”

6. SELECTING A BRAND
Following aspects to be taken into consideration :
• Brand name should reflect directly or indirectly
some aspects of the products like benefits &
functions. Eg : EZEE, GOOD KNIGHT, PUMA
• Should be distinctive
• Should be easy to pronounce & remember. Eg :
AMUL, FEM, LUX, HUTCH
• Should be legally protected

7. FUNCTIONS OF BRANDING
1. Helps in product identification &
gives ‘distinctiveness’ a product
2. Indirectly denotes the
quality/standard of a product
3. Eliminates imitation products
4. Ensures legal right on a product
5. Differentiates the product &
facilities advertisement to be more
effective & successful

8. Contd…
6. Help or facilitates consumer’s shopping
7. Helps to create brand loyalty to particular
products
8. Reduces the price comparison (2 similar
items with 2 different brands may not be
compared)
9. Repeated sales are facilitated within
minimum effort through brands
10.A good brand signifies prestige.

9. ADVANTAGES OF BRANDING
TO BUYERS:
• Brand Name denotes uniform Quality
• Brand Name makes shopping easier
• Competition among brands leads to
quality improvement
• Purchasing a socially visible brand gives
immense psychological satisfaction

10. DISADVANTAGES OF BRANDING
TO BUYERS:
• Product price tends to go up
• Taking advantage of the popularity
of the brand name
• Creates confusion

11. WHAT IS BRAND
MANAGEMENT?
• Refers to the process of
managing an organisation’s
brands so as to increase their
brand equity

12. BRAND Vs PRODUCTS
• PRODUCT:
- Is anything we can offer to a market for
attention, acquisition, use or consumption
that might satisfy a need/want
- May be a physical good (eg :
cereal, automobile)
- A service (eg : Airline, bank, insurance
company)
- A retail outlet (eg : departmental
store, speciality store, supermarket)
- A person ( eg :
figure, entertainer, professional athlete)
- An organisation (eg : nonprofit, trade
organisation)
- A place (including a city, state, country)
- An idea (political or social cause)

13. Five levels of meaning for a product :
1. Core benefit level – fundamental need/want that consumers
satisfy by consuming
2. Generic product level – product containing only those
attributes/characteristics necessary for its functioning but with no
distinguishing features
3. Expected product level – set of attributes/characteristics that
buyers normally expect & agree to when they purchase a product
4. Augmented product level – includes additional product
attributes, benefits or related services that distinguish the product
from competitors (competition takes place)
5. Potential product level – includes all the augmentations &
transformations that a product might ultimately undergo in the
future

14. • Harvard’s Ted Levitt :
“the new competition is not between what
companies produce in their factories but
between what they add to their factory output
in the form of
packaging, services, advertising, customer
advice, financing, delivery
arrangements, warehousing & other things that
people value”
A brand is therefore more than a product, it has
different dimensions – rationale & tangible

15. Top 20 Innovative Companies
S.No NAME OF THE COMPANY
1. Apple
2. 3M
3. Microsoft
4. GE
5. Sony
6. Dell
7. IBM
8. Google
9. P&G
10. Nokia

16. Contd…
S.NO NAME OF THE COMPANY
11. Virgin
12. Samsung
13. Wal - mart
14. Toyata
15. eBay
16. Intel
17. Amazon
18. Ideo
19. Starbucks
20. BMW

17. TYPES OF BRANDS
1. Regional brands
2. Brand hierarchy
3. Attitude brands
4. E-brands
5. Global brands
6. In-store brands
7. Premium brands
8. Sub-brands
9. Cult brands
10. Generic brands
11. Ingredient brands

18. 1. Regional Brands
• Is unique to a particular region (need for products
catering to regional preferences)
• Region has a homogenous group of buyers (local
advertising media can be used to build)
• Faces the competition from regional variant of a
national brand
• Are under assault by the national & transnational
companies
• National brands have regional pockets. Eg: Santoor is
present across countries but it is strongest in the south
& west (National brands with regional strengths)

19. 2. Brand Hierarchy :

21. STRONGEST BRAND
S.NO PRODUCT LEADING BRANDS LEADING BRANDS
CATEGORIES IN 1923 OF TODAY
1. Batteries Eveready Duracell
2. Cameras Kodak Kodak
3.
4.
5.
6.
7.
8.
9.
10.

22. FUNCTIONS OF BRANDING
• Helps in product identification & gives
distinctiveness
• Products indirectly denote the quality or
standard
• Eliminates imitation products
• Ensures legal right on the product
• Brand differentiates the product & facilitates
advertisement to be more effective and
successful.

23. • Facilitates consumers shopping
• Helps to create brand loyalty to particular
products
• Reduces the price comparison
• Repeated sales are facilitated within minimum
effort through brands
• A good brand signifies prestige

24. STRATEGIC BRAND MANAGEMENT
PROCESS implementation
• SBM – Involves the design &
of marketing programs and activities to build
measure brand equity
• SBMP – has 4 main steps:
1. Identifying & establishing Brand positioning
2. Planning & Implementing brand marketing
programs
3. Measuring & interpreting brand performance
4. Growing & sustaining brand equity