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2 The American marketing association defines
brand as: a name, term, sign, symbols, or
design, or a combination of them, intended to
identify the goods or services of one seller or
group of sellers and to differentiate them from
those of competitors.
2 Branding is the art and cornerstone of the
marketing.
A brand conveys upto six levels of meaning:
2 Attributes: a brand brings to mind certain
attributes.
2 Benefits: attributes must be translated into
functional and emotional benefits.
2 Values: the brand also says something about the
producer͛s values.
2 Culture: the brand may represent a certain
culture.
2 Personality: the brand can project a certain
personality.
2 User: the brand suggests the kind of consumers
who buy or uses the products.
A brand can be better positioned by associating
its name with a desirable benefit.
Some successful brand positioning are:
2 Volvo (safety)
2 Hallmark (caring)
2 Harley-Davidson (adventure)
2 Fed Ex (guarnteed overnight delivery)
2 Nike (performance)
2 Lexus (quality)
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2 A brand is much more than a name, colors, a
tagline, or symbol.
2 A brand is essentially a marketer͛s promise to
deliver a specific set of features, benefits, and
services consistently to the buyers.
2 At best, the brand campaign will create name
recognition, some brand knowledge, maybe
even some brand preference, but does not
create a brand bonding.
2 Brand bonding occurs when customers
experience the company as the delivering on
its benefit promise.
2 The fact is that brands are not built by
advertising but by the brand experience.
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2 Brand equity is an asset.
2 We define brand equity as the positive
differential preferences of customers for one
product over another when they are basically
identical.
2 The extent to which customers are willing to
pay more for the particular brand is a measure
of brand equity.
 High brand equity provides a number of
competitive advantages:
2 The company can charge a higher price than
its competitors because the brand has higher
perceived quality.
2 The company can more easily launch
extensions because the brand name carries
high credibility.
2 The brand offers the company some defense
against price competition.
 

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2 A brand needs to be carefully managed so that
its equity does not depreciate. This requires
maintaining or improving brand awareness,
perceived quality and functionality, and
positive associations.
2 These tasks require continuous R&D
investment, skillful advertising, and excellent
trade and consumer service.
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anufactures and service companies who brand
their products must choose which brand names
to use.

 
 
2 àndividual name: the advantage of individual name
strategy is that the company does not tie its
reputation to the product.
2 Blanket family name: the advantage of this
strategy is that the development cost is less
because there is no need to create brand name
recognition.
2 Separate family names for all products: this
strategy is used where a company produces
quite different products, it is not desirable to
use one blanket family name.
2 Corporate name combined with individual
product names: here, the company name
legitimizes, and the individual name
individualizes, the new product
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A common misconception is that brands are
basically built by advertising.
arketers are therefore turning to other tools
for attracting attention to their brands.
2 public relation and press release : well-
placed newspaper and magazines stories
2 sponsorship: sponsored events like races
2 clubs and consumer communities
2 factory visits
2 trade shows: build brand awareness,
knowledge and interests
2 event marketing: event out of launching
2 public facilities
2 social cause marketing: donating money to
charitable cause
2 celebrity personality
2 mobile phone marketing

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2 ›  
aften, especially in the industrial sector, it is
just the company's name which is promoted.
àn this case a very strong brand name (or
company name) is made the vehicle for a
range of products (for example, ercedes-
Benz or Black & Decker) or even a range of
subsidiary brands (such as Cadbury Dairy ilk)
2 à

 
Each brand has a separate name, which may even
compete against other brands from the same
company (for example, Persil, amo, Surf and Lynx
are all owned by Unilever).
2 p 
 
The choice is to represent a larger feeling, which
is not necessarily connected with the product or
consumption of the product at all. arketing
labeled as attitude branding include that of Nike,
Starbucks, The Body Shop, Safeway, and Apple
Computer.
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2 The existing strong brand name can be used as
a vehicle for new or modified products; for
example, many fashion and designer
companies extended brands into fragrances,
shoes and accessories, home textile, home
decor, luggage, (sun-) glasses, furniture,
hotels, etc.
For e.g : Adidas and Puma to personal
hygiene.
    
Today, branding is such a strong force that hardly
anything goes unbranded.
Apples are stamped with growers͛ names, fresh
food products- such as chicken are increasingly
being sold under strongly advertised brand name.
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2 The brand name makes it easier for the seller to
process orders and track down the problems.
2 The seller͛s brand name and trademark
provide legal protection of unique product
features.
2 Branding gives the seller the opportunity to
attract a loyal and profitable set of customers.
2 Brand loyalty gives sellers some protection
against competition.
2 Strong brands help build the corporate image,
making it easier to launch new brands and
gain acceptance by distributors and
consumers.