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Dept. of Pharmaceutics
Srinivas College of Pharmacy
Product branding is the act of putting a
trademark or copyright on a product offered by
This prevents the product from being sold by
other manufacturers under the same name.
Brand: “name, term, sign, symbol, design or combination of
these all intended to identify the goods and services of one
seller or a group of sellers and differentiate them from those of
Ex: “Ranitidine”, the anti- ulcer drug is a generic product,
whereas “Zantac” is the brand name.
Brand equity is the positive differential effect
that knowing the brand name has on consumer
response to the product or service.
A measure of a brand’s equity is the extent to
which customers are willing to pay more for
A Trade Mark is a
brand that has been
given legal protection,
ensuring its use exclusively
by one seller.
It has to be registered under the trade and
merchandise act (Registrar of trade mark) to get the
legal protection i.e. the trade mark.
BRAND STRATEGY DECISIONS:
1. Brand positioning
Beliefs and values
2. Brand name selection
3. Brand sponsorship
4. Brand development
Marketers can position their brands clearly in target
customer’s minds at three levels.
Attributes: lowest level. Positioning based on product
attributes. (e.g. face cream- cleansing)
Benefits: a better positioning is by using brand name with
a desirable benefit to the customer. (e.g. face cream-
ponds- softer skin, glowing skin)
Beliefs and values: strongest brands are positioned on
strong beliefs and values. (E.g. face cream- makes you
Selection of a brand name starts with a careful
analysis of the product and its benefits, the
target market, and the proposed marketing
A good brand name, after all, will add greatly
to a product’s success.
THE FOLLOWING ARE THE DESIRABLE
QUALITIES FOR A BRAND NAME:
The name should be suggestive of the product’s benefits
and qualities. Eg: Fair and lovely
It should be easy to pronounce, recognize and remember.
The brand name should be distinctive.
It should be extendable
The brand name should translate into foreign
languages easily, and should not have different
meanings in different languages.
The name should be capable of registration and legal
There are four major types of brand sponsorship
Products that carry the name of the
Products that carry the name of the seller, nt
Eg: West side
Two companies join to create a new product
carrying both their brands.
Eg: pepsi and Pizza hut
Some manufacturers market licensed brands.
Sellers of children’s products use many licensed
Eg: Mickey mouse, Donald duck
1. Brand extensions:
Brand extension means extending an
established and successful brand name to more
products, which may or may not be related to
the core brand.
Eg: Amul milk powder, Amul ghee, Amul
butter, Amul cheese, Amul cheese spread, Amul
ice cream, Amul chocolates.
This is a powerful tool.
It helps new products to acquire brand
recognition, and faster acceptance.
It enables the company to enter new product
categories more easily.
Brand extension costs much less than
launching a new brand.
Involve introduction of additional items in a given
product category under the same brand name, such as
flavours, forms, colours, ingredients, package sizes
Majority of new product launches by companies are
Eg: Colgate gel, Colgate herbal, Colgate Calciguard,
Can cause confusion to consumers
Product flanking refers to the introduction of
different combinations of products at different
prices, and package sizes to tap market
Example: Bru instant coffee
Sometimes companies launch additional brands in
the same category.
Multi branding facilities product differentiation,
i.e. to establish different features, attributes and
appeal to different buying motives.
Examples: HLL’s soaps: Dove, Lux, Pears, Liril,
A new brand name is created by a company when it
enters a new product category for which the present
brand name is found not suitable.
The company may also feel that the power of its
existing brand name is waning and a new brand name is
Example: Titan watches created a new brand name,
‘Fast Track’ for the watch aimed at teenagers.
The process of designing and producing the container
or wrapper for a product.
Packaging plays a vital role in marketing a product.
Some rural consumers identify with the design or
cover of the product and then they buy it.
It gives proper protection to the product.
It helps in bulk breaking.
It entices the customer to buy the product.
It carries the information about the product and
the seller and this information is presented on the
package as well as on the product.
Types of labels:
Brand label: only brand name is mentioned
on the packaging.
Grade label: identifies the products judged
quality with a letter, number or word.
A descriptive label: gives the entire
information about the product, use and care.