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Productbranding jini-141129231657-conversion-gate01

Vineetha K
Assistant Professor

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Productbranding jini-141129231657-conversion-gate01

  1. 1. PRODUCT BRANDING Vineetha K Assistant Professor Dept. of Pharmaceutics Srinivas College of Pharmacy
  2. 2. DEFINITION  Product branding is the act of putting a trademark or copyright on a product offered by a business.  This prevents the product from being sold by other manufacturers under the same name.
  3. 3.  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 the competitors.  Ex: “Ranitidine”, the anti- ulcer drug is a generic product, whereas “Zantac” is the brand name.
  4. 4. BRAND EQUITY:  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 the product”
  5. 5. Managing brand equity:  Brand loyalty  Name awareness  Perceived quality  Brand associations
  6. 6. RADE MARK  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.
  8. 8. BRAND STRATEGY DECISIONS: 1. Brand positioning  Attributes  Benefits  Beliefs and values 2. Brand name selection  Selection  Protection 3. Brand sponsorship  Manufacturer’s brand  Private brand  Licensing  Co- branding 4. Brand development  Line extensions  Brand extensions  Multi brands  New brands
  9. 9. BRANDPOSITIONING: 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 more attractive).
  10. 10. BRANDNAME SELECTION:  Selection of a brand name starts with a careful analysis of the product and its benefits, the target market, and the proposed marketing strategies.  A good brand name, after all, will add greatly to a product’s success.
  11. 11. 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. Eg: pepsi  The brand name should be distinctive. Eg: Kodak  It should be extendable
  12. 12.  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 protection.
  13. 13. BRANDSPONSORSHIP: There are four major types of brand sponsorship options.  Manufacturer’s brand  Private brand  Licensing  Co- branding
  14. 14. NATIONAL BRAND  Products that carry the name of the manufacturer  Eg: Amul
  15. 15. PRIVATE BRAND  Products that carry the name of the seller, nt the manufacturer.  Eg: West side  Nilgiri’ s
  16. 16. CO- BRANDING  Two companies join to create a new product carrying both their brands.  Eg: pepsi and Pizza hut
  17. 17. LICENSING:  Some manufacturers market licensed brands. Sellers of children’s products use many licensed names.  Eg: Mickey mouse, Donald duck
  18. 18. BRANDDEVELOPMENT: 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.
  19. 19. BRAND EXTENSIONS:  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.
  20. 20. NE EXTENSIONS:  Involve introduction of additional items in a given product category under the same brand name, such as flavours, forms, colours, ingredients, package sizes etc.  Majority of new product launches by companies are line extensions.  Eg: Colgate gel, Colgate herbal, Colgate Calciguard, Colgate Total,……….
  21. 21. LINE EXTENSIONS:  Low cost  Low risk  Can cause confusion to consumers  Brand cannibalism
  22. 22. RODUCT FLANKING:  Product flanking refers to the introduction of different combinations of products at different prices, and package sizes to tap market opportunities.  Example: Bru instant coffee
  23. 23. TI BRANDS:  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, Hamam
  24. 24. BRANDS  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 needed.  Example: Titan watches created a new brand name, ‘Fast Track’ for the watch aimed at teenagers.
  25. 25. PACKAGING:  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.
  26. 26. LABELING:  It carries the information about the product and the seller and this information is presented on the package as well as on the product.
  27. 27. 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.