ABHIMANYU SADHU

01-MBA-2013
1. Brand aversion is an antonym of brand loyalty. It is a distrust
or a dislike of products from a particular brand on the basis of
past experiences with that brand and its products, similar to taste
aversion. Brand aversion usually happens after recent bad press,
a mass product recall, or other poor product launches.
2.Passing Off The name given to a legal action brought to
protect the "reputation" of a particular trademark/brand/get up.
In essence, the action is designed to prevent others from trading
on the reputation/goodwill of an existing trademark/brand/get
up. The action is only available in those countries that recognize
unregistered trademark rights
3. Brand Finance is an independent intangible asset valuation
consultancy. It advises strongly branded organisations, or those
with valuable intangible assets, on how to maximise their value
through effective management of their brand and other
intangible assets.
4.Consumers flock to brands that embody the ideals they
admire, brands that help them express who they want be. The
most successful of these brands become iconic brands.
5.DERIVED BRANDS:Image wise the term branding conjures
up mixed emotions for me. A brand today is meant to be a sign
of prestige or some such thing. In Texas in represents a mark

seared into your backside by a glowing red hot piece of iron.

Not pleasant but memorable, and I guess the memorable part is
the point.

Ajay Kumar Rathore, 02-MBA-13

1. Negative brand : A brand that has developed a negative
association, usually resulting from an incident, product
recall, or fad.
2. Location branding : The practice of branding
geographic locations (countries, regions, cities and
towns) as a key driver for tourism, inward investment
and/or export revenue.
3. Stand alone brand : In this type of Brand Architecture
each brand stands independently from its parent
company with no visible link between the brand and its
parent company. This focuses relevance while mitigating
risk. (e.g., Tide, Pampers and Duracell are all Proctor &
Gamble brands.)
4. Brand switching : A consumer's change of preference
from one brand to another.
5. Ingredient brand : A brand that when used as a
component, adds credibility to an offering. (e.g.,
Gortex, Intel, Google)
Roll No. 5 (Ankit)

1. Brand Architecture: How an organization structures and

names the brands within its portfolio. There are three main types
of brand architecture system: monolithic, where the corporate
name is used on all products and services offered by the
company; endorsed, where all sub-brands are linked to the
corporate brand by means of either a verbal or visual
endorsement; and freestanding, where the corporate brand
operates merely as a holding company, and each product or
service

is

individually

branded

for

its target

market.

2. Brand Commitment: The degree to which a customer is

committed to a given brand in that they are likely to repurchase/re-use in the future. The level of commitment indicates
the degree to which a brand's customer franchise is protected
form

competitors.

3. Brand Earnings: The share of a brand-owning business's

cashflow

that

can

be

attributed

to

the

brand alone.

4. Brand Harmonisation: Ensuring that all products in a

particular brand range have a consistent name, visual identity
and, ideally, positioning across a number of geographic or
product/service

markets.

5. Brand Equity Protection :Is the implementation of strategies

to reduce risk and liability from the effects attributable to

counterfeiting, diversion, tampering and theft so that the
differentiating thoughts and feelings about the brand are
maintained and remain valued and valuable.
Roll no. 6 (Ankita Kapoor)
1)BRAND LEADER:Most widely sold and recognized product in a particular market
segment. Also called market leader, a brand leader usually also
commands the largest profit margins.
2)BRAND NAME:Word(s) that identify not only a product but also its
manufacturer or producer, such as Apple, Coca Cola, IBM,
Mercedes, Shell, Sony, Toyota.
3)BRAND ESSENCE:A phrase that communicates the fundamental nature of a trade
name associated with one or more products made by the same
company. A business marketing team will often spend
considerable time developing effective ways of expressing the
brand essence of their company's various brands by highlighting
the unique benefits provided that pertain to the values of its
target subculture.
4)BRAND PARITY:Brand parity is the perception of the customers that some brands
are equivalent.[19] This means that shoppers will purchase
within a group of accepted brands rather than choosing one

specific brand. When brand parity is present, quality is often not

a major concern because consumers believe that only minor
quality differences exist.
5)BRAND DILUTION:The risk of over-extension is brand dilution where the brand
loses its brand associations with a market segment, product area,
or quality, price or cachet.

Roll No.7 (Ankush Bagal)

1.

Brand

Loyalty:-

of consumers to

their repeat

The

particular
purchases,

extent

of

brand,

the

faithfulness

expressed

through

irrespective

of

the marketing pressure generated by the competing brands.

2. Brand building:- Brand building is an integral aspect of
personal and business development. It not only increases the
voice and consumer awareness of a brand, but it also gives it an
identity and worth.
3. Symbolic consumption refers to the meanings conveyed by
goods or other consumables, such as entertainment, leisure
activities, cultural practices, and group membership in a broader
social group. The term reminds us of the socially assigned

meaning to goods, often tied to desirable attributes for certain

identifiable groups in specific contexts.
4. brand personality is something to which the consumer can
relate, and an effective brand will increase its brand equity by
having a consistent set of traits. This is the added-value that
a brand gains, aside from its functional benefits.
5. Brand advertising:- is the process that companies use to
keep the public aware of their brands and features through
marketing, so that consumers will continue to buy their
products. Brand marketing includes any logo, symbol or slogan
used by a company.

Roll No 8 (Ansh)
1. TOURISM BRANDING :
Its this highly emotional versus a rational buying appeal that
distinguishes destinations from most products and services.
For example:Any tourism office worth its budget should
prioritise their destination tourism brand strategy, as simply

focused and targeted branding efforts over sustained periods

increase visitors, lengths of stay and wide economic gains.
When destinations use similar promotions, ideas and imagery,
influencing choice is key.
2. BRAND FEELING :Brand feeling refers to all the reactions and emotional responses
a customer has towards, or identifies with a brand. In other
words, it is how emotionally attached a buyer is to a brand.
These attachments would be on the basis of nostalgia, durability,
after-sales service, or any other aspect of the brand that may
have clicked with the customers emotional psyche. Modern
consumers getting nostalgic or reminded about Nokias earlier
mobile phones such as Nokia 1100, Nokia 3310, etc. is an
example of the feeling consumers have towards those specific
Nokia cell phone models. This emotional attachment towards a
brand makes it easy for the company to garner positive response
towards the brand or model even after years of having originally
introduced the product. For example, even modern smartphone
users would most probably not think twice to get their hands on
a Nokia 1100, if at all the model was re-launched by Nokia.

3) BRAND PURITY. :-

Brand Purity specializes in brand experience. It creates

meaningful experiences for brands through the quality of
knowledge, creativity, passion and people. Purity is a values
driven agency that is people-focused, personal and ambitious

4) INTERNATIONAL BRANDING :
A brand for a company is like a reputation for a person. You
earn reputation by trying to do hard things well.
(Jeff Bezos)
According to Clarke and Chen (2007) international brands
today are acknowledged by marketers as the driver for better,
more sustainable results and as an internal as well as external
source of inspiration, which creates both high recognition and
relationships in the global market. Indeed, it is widely accepted
that brands are created to provide instant recognition and help to
achieve benefits of competitive advantage.
Monye (2000) suggests that universally, branding has become a
central issue in product management strategy because
companies with high brand equity have more leverage in
bargaining power in the marketplace. De Mooij (2010) admits
that branding policy is understood to be a major issue within
firms overall marketing strategy. Due to popularity of brand
phenomenon there is a number of brand definitions suggested by
authors who offer different points of view depending on the
perspective of brand perception. In other words, academic
background of the researcher creates the basis for different kind
of brand definitions. Soto (2008) and Klein-Bolting and Maskus

(2003) agree that brand can be defined in four ways according to

the chosen approach:

Attribute based approach;

The legal brand definition approach;
Effect based approach;
Perceived versus real product performance.
5) ATTITUDE BRANDING

The consensus attitude of potential consumers toward a product.

Brand association refers to what the consumers believe the
product does, how well it does it, and how likely they are to find
it useful. Knowledge of a product's brand association is
developed through market research such as asking focus groups.
It is used in preparing advertising campaigns for products.

ARJUN GUPTA (9)

Rebrand When a brand owner revisits the brand with the
purpose of updating or revising based on internal or external
circumstances. Rebranding is often necessary after an M&A or
if the brand has outgrown its identity/marketplace.
Parent Brand A brand that acts as an endorsement to one or
more sub-brands within a range.

Sub-brand A product or service brand that had its own name

and visual identity to differentiate it from the parent brand.
Trademark Infringement A trademark registration is infringed
by the unauthorized use of the registered trademark, or of one
that is confusingly similar to it, on the registered goods or
services, or in certain circumstances on similar or dissimilar
goods and services.
Brand Efficacy Brands ability to produce the desired result.

Roll no.10 (Deepika )

1.EMOTIONAL BRANDING :
Emotional branding is a term used within marketing
communication that refers to the practice of
building brands that appeal directly to
a consumer's emotional state, needs and aspirations.
Emotional brands have a significant impact when the
consumer experiences a strong and lasting attachment
to the brand comparable to a feeling of bonding,
Examples - nostalgic attachment to the Kodak brand
of film, bonding with the Jim Beam bourbon brand,
and love for the McDonalds brand.

 Case study : nike brand strategy : emotional branding using the story of heroism.

2.BRAND PROPOSITION : it is how the brand appears and perceived against other
brands in the same market/segment.
it is different from VALUE PROPOSITION &
BRAND POSITIONING.
brand proposition is promise that a brand makes and it
is critical that brands promise is easy to understand,
engaging, unique, relevant (to the target audience),
and consistent.
It should not only address audiences current needs but
their future aspirations from the brand.
A good brand proposition should be able to connect
with its audience on a emotional level. A strong
emotional connection can create valuable brand
equity.
Example : Ferrari is a great example to show what a
strong brand proposition can do. Ferrari retail division
(US$1.5 billion revenue) capitalizes on the strong
emotional connection that Ferrari brand has with its
fans. Ferrari Store retail outlets operated by retail

division are a masterpiece of branding and marketing

sophistication. For example, in every Ferrari Store,
cordoned off by a steel rope, there is an example of the
Ferrari teams single-seater race car. At the entrance
visitors are welcomed by the roar of a Formula 1
engine. These audio-visual elements quickly establish
an emotional connection with a visitor and thats all
the marketing and advertising Ferrari needs.

3) CELEBRITY EFFECT : BRANDING. :-

Celebrity branding is a type of branding, or advertising, in

which a celebrity becomes a brand ambassador and uses his
or her status in society to promote a product, service or
charity, and sometimes also appears as a promotional
model.
Celebrity effect give a brand a touch of glamour and the
hope that a famous face will provide added appeal and
name recognition in a crowded market.
In the battle for the mind, you get the customer excited by
showing him a known face, and an effective demand is
created. In short it helps increase the recall value of the
brand.
Celebrities are endorsed for a brand so as to transfer image
of the celebrity on to the brand and communicate to

consumer what actually the brand stands for. This helps in

quick establishment of brand image in the mind of the
customer.
As stated by Diana Fardissi, Marketing researcher,
Sache & Sache It's definitely bad for the publicity to
show a bad celebrity using its product just because this
celeb will give the same influence of himself to the
product.
EXAMPLE : actor AMITABH BACHCHAN
promoting GUJRAT for tourism.

4) CSR in branding :
Corporate social responsibility (CSR, also
called corporate conscience, corporate
citizenship or sustainable responsible business/
Responsible Business)[1] is a form of corporate selfregulation integrated into a branding model.
CSR policy functions as a self-regulatory mechanism
whereby a business monitors and ensures its active

compliance with the spirit of the law, ethical standards and

international norms
the survey found that 70 percent of consumers are willing
to pay a premium for products from socially responsible
companies.

5) YOUTH BRANDING (role of youth in branding):-

Brand rejuvenation involves adding value to an existing

brand by improving product attributes and enhancing its
overall appeal.
It is intended to re-focus the attention of consumers on an
existing brand.
Brand rejuvenation helps overcome the consumers
boredom in seeing the same product on the shelves year
after year. A consumers psychological desire for changing
is one key factor behind brand rejuvenation.
EXAMPLE : New Burnol: Burnol became New and
appeared in a new pack.
* New Horlicks : HMM its New Horlicks the New Horlicks
claimed more nourishment through additional protein and
calcium, eight essential vitamins and iron.
* New Nescafe: Nestle rejuvenated Nescafe and brought in

the New Nescafe. New Nescafe was made using the new
agglomeration coffee process, instead of the fine powder
form and the coffee now came in small round goblets.

DINESH BARGOTRA 12-MBA-13

1. Brand Aesthetics
Brand aesthetics talks about the externality of a product
example: the way an ice-cream is being presented to the
customers in a high end restaurant. It is the overall appearance
of a brand.

2. Brand Failures
Cause of brand failure.
1. Not delivering against the communicated brand promise
2. Not linking brand planning to the business strategic planning
process
3. Decreased product or service quality, the cumulative result of
gradual and incremental changes to reduce costs.
4. Increased product or service prices inviting low-end market
segments and competitors, the cumulative result of gradually
raising prices at a rate greater than inflation.
5. The brand is gradually undermined by quarter-over-quarter
revenue and profit pressures
6. Limiting the brand to one channel of distribution or aligning
the brand too closely with a declining channel of trade

7. Failure to extend the brand into new product categories when

the core category is in decline
3. Brand Attributes
Brand Attributes portray a companys brand characteristics.
They signify the basic nature of brand. Brand attributes are a
bundle of features that highlight the physical and personality
aspects of the brand. Attributes are developed through images,
actions, or presumptions. Brand attributes help in creating brand
identity.
A strong brand must have following attributes:
1. Relevancy
2. Consistency
3. Proper positioning
4. Sustainable
5. Credibility
6. Inspirational
7. Uniqueness
8. Appealing
4. Brand Identity
The outward expression of a brand including its name,
trademark, communications, and visual appearance is brand
identity. Because the identity is assembled by the brand owner,
it reflects how the owner wants the consumer to perceive the
brand and by extension the branded company, organization,
product or service. This is in contrast to the brand image, which

is a customer's mental picture of a brand. The brand owner will

seek to bridge the gap between the brand image and the brand
identity. Brand identity is fundamental to consumer recognition
and symbolizes the brand's differentiation from competitors.
5. Brand Elements
Brands typically comprise various elements, such as:
name: the word or words used to identify a company,
product, service, or concept
logo: the visual trademark that identifies a brand
shapes: the distinctive shapes of the Coca-Cola bottle and
of the Volkswagen Beetle are trademarked elements of
those brands
colors: Owens-Corning is the only brand of fiberglass
insulation that can be pink.
sounds: a unique tune or set of notes can denote a brand.
tastes: Kentucky Fried Chicken has trademarked its special
recipe of eleven herbs and spices for fried chicken

Roll no 13 (Divya)
1.Experiential branding
Experiential branding is a process by which brands create and
drive sensory interactions with consumers in all aspects of the
brand experience to emotionally influence their preferences and
to actively shape their perceptions of the brand. Interactions
involve communication, brand space, and product and service

elements. These elements work together to affect brand equity.

2.Franchising
Franchising is the most common type of distribution in services.
It works well with services that can be standardized and
duplicated through the delivery process, service policies,
warranties, promotion and branding.
3.Licensing
The granting of permission to use intellectual property rights,
such as trademarks, patents, or technology, under defined
conditions.

4.Web branding
Web branding is the creation and development of
communications strategies specifically for brands to have
meaning and context on the web.
5.Faith branding
Faith branding is the concept of branding religious
organizations, leaders, or media programming, in the hope of
penetrating a media-driven, consumer-oriented culture more
effectively. Essentially, faith branding treats faith as a product
and attempts to apply the principles of marketing in order to

"sell" the product.[1] Faith branding is a response to the

challenge that religious organizations and leaders face today
regarding how to express their faith in a media-dominated
culture.
Roll no. 14 (gagan)
1. Nation branding
Nation branding aims to measure, build and manage the
reputation of countries (closely related to place branding). Some
approaches applied, such as an increasing importance on the
symbolic value of products, have led countries to emphasise
their distinctive characteristics. The branding and image of a
nation-state"and the successful transference of this image to its
exports - is just as important as what they actually produce and
sell."[1] This is also referred to as country-of-origin effect.
Nation branding is still a developing field in which scholars
continue their search for a unified theoretical framework. Many
governments have resource dedicated to Nation Branding. Their
aim is to improve their country's standing, as the image and
reputation of a nation can dramatically influence its success in
attracting tourism receipts and investment capital; in exports; in

attracting a talented and creative workforce and in its cultural

and political influence in the world.
2. Brand Attitude
The consensus attitude of potential consumers toward a product.
Brand association refers to what the consumers believethe
product does, how well it does it, and how likely they are to find
it useful. Knowledge of a product's brand associationis
developed through market research such as asking focus groups.
It is used in preparing advertising campaigns forproducts.
3. Brand promotion
Brand promotion is a common marketing strategy intended to
increase product awareness,customer loyalty, competitiveness,
sales and overall company value. Businesses use it not only to
show what is different or good about themselves and what's for
sale, but also to keep that image alive for consumers. It usually
focuses on elements that can stand the test of time, although
businesses do adjust promotions based on what is happening in
the market. The efforts required to be effective with these
techniques require that marketers be passionate about what
they're doing.
4.pods

Points-of-difference (PODs) Attributes or benefits consumers

strongly associate with a brand, positively evaluate and believe
they could not find to the same extent with a competing brand
i.e. points where you are claiming superiority or exclusiveness
over other products in the category.
5.pops
Points-of-parity (POPs) Associations that are not necessarily
unique to the brand but may be shared by other brands i.e. where
you can at least match the competitors claimed bets. While
POPs may usually not be the reason to choose a brand, their
absence can certainly be a reason to drop a brand.

GEETANJALI SHARMA (15)

Brand Permission What the brand can and cannot do
according to the implications of the Brand Charter.
Brand Mythology - The story behind the brands derivation and
meaning.
'Brand Potential : The correlation between a
given brand's market development index and
its brand development index for a specific market or geographic
area.

Brand visual identity: Visible elements of a brand, such

as color, form, and shape, which encapsulate and convey the
symbolic meanings that cannot be imparted
through words alone. In a broader (corporate) sense, it may
include elements such as building architecture, color schemes,
and dress code.
Brand evolution :
the
continuing process of improvinga brand or improving customers'
opinions of it as markets and fashions change.

Roll No. 16 MBA 13 (jatinder)

1 Brand evaluation- Brand evaluation is a method used to

determine the tangible and intangible assets of a corporate or
product brand. The goal is to quantify the overall impact of a
brand and partly to convert it to monetary terms.
2 Brand recognition- Brand recognition is extent to which a
consumer can correctly identify a particular product or service
just by viewing the product or service's logo, tagline, packaging
or advertising campaign.

3. Brand Perception- It refers to creating an image in the minds

of consumers about the product. The process by which people
translate sensory impressions into a coherent and unified view of
the world around them. About a particular brand.
4 Brand Creation- Enhancing a brands equity directly through
advertising campaign and indirectly through promotions such as
cause championing or event sponsorship. And building up the
brand name is referred to brand creation.

5 Employment branding- An employment branding represents

the image a company projects as a potential employer. If you
have a strong employer brand and unique value proposition, then
your company is considered a distinctive place to work, with
attractive brand values and career prospects.

KARISHMA KHULLAR(17)
Brand orientation : An approach in which the processes of the
organisation revolve around the creation, development and

protection of brand identity in an ongoing interaction with target

customers with the aim of achieving lasting competitive
advantages in the form of brands.
Brand Planning Processive steps toward Brand development
and further brand implementation.

Brand Franchise
An agreement between a wholesaler or retailer and the holder of
a brand for the distributor to usethat brand exclusively in an area
. That is, the wholesaler or retailer is the only company permitte
dto sell that brand product within certain boundaries. This helps
the wholesaler or retailer boost itssales, because it can tap into c
ustomers' brand loyalty

'Cobranding' : A marketing partnership between at least two

different brands of goods or services. Cobranding encompasses
several different types of branding partnerships, such as
sponsorships. This strategy typically associates the brands of at
least two companies with a specific good or service.

Brand trust: The ultimate goal of marketing is to generate an

intense bond between the consumer and the brand, and the main
ingredient of this bond is trust.Trust influences the trustors
perceptions of risk and benefit associated with the interaction
with the trustee

Roll no.19 (Kunal Gupta)

Freestanding Brand (See Brand Architecture.) A brand name
and identity used for a single product or service in a portfolio,
which is unrelated to the names and identities of other products
in the company's portfolio.

Brand licensing
Brand licensing is a well-established business, both in the area
of patents and trademarks

Brand Identity Misalignment

Presenting a brand identity that does not reflect the strategic
intent of the brand strategy. This often results in ineffective
tactical decisions that damage both brand equity and brand
value.

Brand Chain
The brand chain begins where the classic supply chain ends.
While the supply chain is made up of value-adding inputs
leading to the product, the brand chain begins with product
development and heads toward the customer.

Brand Decay
Brands decay when they stop leading and start pushing. One of
the first signs of brand decay is when brands begin extending
themselves instead of their customers.

ROLL NO 20 (manish)

1.'BRAND EQUITY'
The value premium that a company realizes from a product with
a recognizable name as compared to its generic equivalent.
Companies can create brand equity for their products by making
them memorable, easily recognizable and superior in quality and
reliability. Mass marketing campaigns can also help to create
brand equity. If consumers are willing to pay more for a generic
product than for a branded one, however, the brand is said to

have negative brand equity. This might happen if a company had

a major product recall or caused a widely publicized
environmental disaster.
2. Brand positioning
Brand positioning describes how a brand is different from its
competitors and where, or how, it sits in a particular market.
These differences might be real ones, but not have any
motivating qualities about them. They would still, however, give
a brand a 'positioning' in a market. For example, a beer might
have the positioning of being an 'Alaskan beer', but this might
not be very motivating to the consumer.

3.brand association
Extent to which a particular brand calls to mind the attributes of
a general product category. For example, asking for 'Pampers'
when one wants disposable diapers.
4.brand image
The impression in the consumers' mind of a brand's total
personality (real and imaginary qualities and shortcomings).
Brand image is developed over time through advertising
campaigns with a consistent theme, and is authenticated through

the consumers' direct experience. See also corporate image.

5. perceptual mapping
Marketing research technique in which consumer's views about
a product are traced or plotted (mapped) on a chart. Respondents
are asked questions about their experience with the product in
terms of its performance, packaging, price, size, etc. Theses
qualitative answers are transferred to a chart (called a
perceptualmap) using a suitable scale (such as the Likert scale),
and the results are employed in improving the product or in
developing a new one. See also mapping.
MEGHNA JAMWAL (21)
Masterbrand : A brand name that dominates all products or
services in a range or across a business. Sometimes used with
sub-brands, sometimes used with alpha or numeric signifiers.
(Audi, Durex, Nescafe and Lego, for example, are all used as
masterbrands..
Multiple Branding Marketing of two or more mutually
competing products under different brand names by the same
company. The motive may be that the company wishes to create
internal competition to promote efficiency, or to differentiate its

offering to different market segments, or to get maximum

mileage out of established brands that it has acquired.
Brand Valuation The process of identifying and measuring the
economic benefit - brand value - that derives from brand
ownership.
Power Branding A strategy in which every product in a
company's range has its own brand name which functions
independently, unsupported by either the company's corporate
brand or its other product brands. Power branding is a resourceintensive strategy, since each brand must be commercially
promoted and legally protected.
Brand charter: the purpose of the Brand Charter is to define
long term strategies, transmit brand knowledge and enable
dialogue with agencies involved. For this, brand managers need
access to a written document which outlines the fundamental
orientations of the brand
ROLL NO : 24 (Mehak Kohli)
1. SCHOOL BRANDING : Though the definition of a brand
is often mistaken as a variety of different things, it is
important to understand the true nature of a brand. A brand

is much more than just a logo or a tag line; its the

collection of perceptions and images that are in the mind of
your community and visitors of your school. A distinctive
brand, which includes your logo and mascot, is your
schools most valuable asset. Each day students and visitors
who journey through your halls will be reminded of the
loyalty and camaraderie that comes from uniting under the
umbrella of a unique brand. A well-defined brand gives
your school a tremendous advantage in everything
from generating awareness to fundraising.
2. LEGACY BRAND: Brand legacy begins from a point of
origin (core idea) and considers historic message layering
to derive a current perception as it pertains to the target
audience. A core idea is a word or thought that
encompasses all facets of the brand. For ex: IBM =
"computers", Cadbury = "chocolate" etc. The use of core
ideas everyday helps in consumption practices. The choice
being made always has a reference point or origin on which
the purchasing criteria is made. The core idea can also be
answered by the question what business are we in?? Along
with the core brand two more brands exist i.e. affiliate
brand and periphery brand.
Affiliate brand is closely associated with the core idea and
represents a close approximation or facsimile to the core
brand. Periphery brand represents a distant offering that
maintains some resemblance to the original core idea. Legacy
brands are predicated on top-down, command and control
models which position the customer as a passive commodity,

purely to be sold to. Legacy brands are vulnerable to

competitors who create active partnerships with customers to
innovate on brand, elevating customers from commodities
to value co-creators

3.BRAND HACK: Customers hack brands. Its their way of

pumping meaning
into a brand that doesnt measure up. In
this process, customers add content and context that the brand
originator overlooked. They effectively redirect a brand in this
manner, migrating it into new value domains, sometimes far
beyond the original brand vision. New brand strategies
encourage (and thrive upon) brand hacks.For these reasons, a
primary mission of the brand is to cultivate brand hacks.
Notable brand hacks: Harley Davidson, Arm & Hammer.
4.BRAND DEPTH : The measure of customer presence inside
the brand. Brand depth is a key indicator of a companys ability
to innovate on brand, and to create new streams of customer
value.
5.BRAND COMMITMENT :The degree to which a customer
is committed to a given brand in that they are likely to repurchase/re-use in the future. The level of commitment indicates
the degree to which a brands customer franchise is protected
form competitors.

Roll no. 27 (Natasha)

1.Brand Signals are multi-sensory cues (sight, sound, touch,
taste, smell or action) that directly equate to the brand. These
inputs are tangible, therefore allowing consumers to identify,
differentiate and authenticate a specific brand
2.Brandjacking is an activity whereby someone acquires or
otherwise assumes the online identity of another entity for the
purposes of acquiring that person's or business's brand equity.
3.Brand Commitment (BCO) is a complex, flexible and easyto-use research tool, which depicts psychological links of
consumers/clients and brands, products or services. It helps to
predict retention as well as acquisition potential among
competitors' brand users.
4.Individual

branding,

called individual product branding,

also
flankerbrands or

multibranding, is the marketing strategy of giving each product

in a portfolio its own unique brand name.

5. Buyers resolution:- the idea that a buyer decides to purchase

only after mentally resolving five specific issues - need, product,
source, price, and timing.

Roll No 31 ( Prerna)
Brand Endorsing:- The corporate Brand name is used on all
products and services offered by the company(endorsed), where
all sub-brands are linked to the corporate brand by means of
either a verbal or visual endorsement.
Generally a product or service brand name that is supported by a
Masterbrand - either dominantly e.g. Tesco Metro or lightly e.g.
Nestle Kit-Kat.
Brand Rollout:- The process by which a company introduces a
new product or service to different geographical markets or
consumer segments. A rollout often refers to a significant
product release, often accompanied by a strong marketing
campaign to generate a large amount of consumer hype.
Brand Trigger:- Its an object, thought, smell, sight or sound
that is frequently triggered in your audiences mind about your
brand. Something that acts as a reminder about a product or
idea, which makes it easier to remember, helping to ensure it
stays top of mind. Ideas cant spread unless theyre transferred
from person to person, like a virus.

MultiBrand Strategy:- Marketing of two or more mutually

competing products under different brand names by the same
company. The motive may be that the company wishes to create
internal competition to promote efficiency, or to differentiate its
offering to different market segments, or to get maximum
mileage out of established brands that it has acquired. When a
company has achieved a dominant market share, multibrand
strategy may be its only option for increasing sales still further
without sacrificing profitability. For example, Cadbury sells
chocolates under the Dairy Milk, Bournville and Fruit & Nut
names; Heinz sells canned convenience foods under the Baked
Beans, Spaghetti Hoops and Alphabetti Spaghetti names.
Brand Tone of Voice:- How the brand speaks to its audiences.
The way the Brands are expressed linguistically to potential
consumers. The language that is used in everything from
advertising to letters and forms. In the developing field of
corporate Tone of Voice, is created as an attempt to convey to
a range of audiences. The brands personality, techniques
from linguistics can be applied first to describe, and then to
prescribe, the language of brands.

Roll No 32 (Rachita)
1.Your brand is what other people say about you when you're
not in the room.
jeff Bezos, the founder of Amazon.com, is credited with saying
this first
How about focusing on an area that can have just as much
impact personal brand? Small changes we can make in our
approach, attitudes, and behaviour can bring positive outcomes
(and dont involve 6am runs or eating fewer biscuits at work).
Think about the opinions people make of you when they meet
you and what you do to influence those opinions what you say,
how you say it, how you dress etc. When Mary Spillane asks us
to consider our personal brand, she refers to assets (skills,
abilities and experiences), values (the things that matter as well
as our passions) and image (what we project to others), in
everything we do. Why not consider these three simple steps :

Step 1: Define your desired brand (how would you like people
to perceive you?)
Step 2: Evaluate your current brand (what are peoples opinions
of you now?)
Step 3: Close the gap between your desired and current brand
(decide how you are going to achieve your desired brand and
then do it!)

Think about what Mahatma Ghandi said we have to become the

change we wish to see in the world.What results do you think
you could see in your professional and personal life by spending
some time working on your personal brand this year?

Building a recognizable personal brand opens professional

opportunities.
Creating a vision for your future and implementing that vision
can lead to:
A better job
Better contacts and clients for your company
Industry recognition
And more

2.Managing your brand is not a singular event but a

continuous process
Branding is a continuous process of communicating with your
market. When you build and manage your brand properly,
your brand will be pay you large dividends and your brand will
be the most valuable asset you own.
1) Start with a quality product.
2) Identify your brand's singular distinction, define your
message, and position your brand properly

in the marketplace
3) Tap into emotion.
4) Build the image.
5) Market the image.
6) Live the message.
7) Measure your brand equity against the competition and
continue to build and refine your brand
3.Brand Roadmap
A brand roadmap directs the execution of your brand strategy. It
serves as a detailed guide for traveling from your current market
position to your desired destination. It also is a tool to ensure
that everyone is following the same set of directions and is
focused on reaching the same destination. There may be several
routes to that destinationsome more lengthy, some requiring
more detours around unexpected obstaclesand your brand
roadmap helps everyone navigate this journey successfully.
Building on a solid brand strategy, we follow a three-step
process to create a comprehensive brand roadmap.
Step 1: Involving the Team
Step 2: Identifying and Prioritizing Opportunities
Step 3: Planning and Executing

4.Monolithic Brand
A monolithic brand strategy is one in which a company uses one
name and a constant brand appearance for all of its products.
Most monolithic branding occurs through the construction of
visual commonalities between products.
The biggest advantage of this approach is that it increases
marketing efficiency, because few adjustments are needed from
one product to another. This keeps costs low. It also increases
the share of customer attention that a company can demand
because all of its products share a common brand identity.
This type of Brand Architecture uses the company name to
"masterbrand" all of its product/service offerings.
An excellent example of a monolithic brand is Virgin. The
Virgin Group consists of Virgin Airlines, Virgin Megastores,
and so on
5. Education Branding
. Branding has been a common practice in the commercial world
for centuries. Ranchers have used it to identify their animals,
and corporations have used it identify their products and define
themselves.
But branding is a relatively new practice among colleges,
universities and other nonprofit organizations that has taken hold
only in the past 20 or so years. And take hold it has, as
institutions have moved aggressively to brand themselves and
their component schools and programs.

While branding has become part of the everyday lexicon of

higher education communicators and marketers, Ive found that
the term often means different things to different people. To
some, its just a pretty logo and a snappy tagline, but from my
perspective its much more than that. Its a statement of how an
institution perceives itself and how it wishes to be perceived by
others.
In this respect Harvard Universitys VERITAS logo is the
oldest, most recognizable and most successful brand in higher
education. Stamping this logo on a diploma gives it value and
attests to level of accomplishment among those who receive one.
Thats why, for example, terms like a Harvard MBA convey a
special and universal meaning.

Roll no 33 (Raghav)
1.Brand facelifts
Brand facelifts (Lehu, 2006) are part of the revitalisation
process. They refer to an upgrading of the performance and/or
design of the brand to keep up with the competition.
2.Brand transfers
The reorganization of multi-brand portfolios and the reduction in
the number of brands has meant
that the products under brands due to disappear will have to be
transferred to one of the remaining brands. The same applies for
companies themselves. This approach is risky: the abandonment

of a brand means that the market is going to lose one of its

benchmarks, one of its choices or even one of the loyal
customers favourite choices. The risk of losing part of your
market share is high. This is why the transfer of a brand is a
strategic decision that is not to be taken lightly

3.Brand revitalisation
Brand revitalisation in the narrow sense consists of recreating a
consistent flow of sales, putting the brand back to life, on a
growth slope again. When the brand is made up of many
products, we shall see
that this typically entails two actions in parallel: keeping the old
typical product globally as it is (to keep its franchise) and
reinventing it for new and younger consumers
4.Generalist brands
The generalist brand offers a broad range under its one name,
aimed at covering the needs of all segments of its market sector.
It is ecumenical and open.

5.Specialist brands
The specialist brand is excluding. It sets itself a particular target
market segment, of which people either are or are not part, and
builds its range according to that single target.

For example, BMW targets people looking to buy a car for more
than s20,000.

SAHIL AMLA (37-MBA-13)

PRIVATE BRANDS:
A brand placed on products that a large manufacturer has
created for a smaller retailer. The smaller retailer places their
own private brand label on the final good which was created by
a third party manufacturer. Private branding is a cost effective
way to gain access to producing a product without requiring a
large manufacturing or design team. Also known as private
label.
MANUFACTURER BRAND:
Common practice where a manufacturer markets a good
or family of goods under its own brand name . The objective is
to attract and retain satisfied-customers whose loyalty may be
transferred to the manufacturer's other products.
BRANDING POLICIES:

Brand policy is a long-term plan for the development of a

successful brand in order to achieve specific goals. A welldefined and executed brand policy affects all aspects of a
business and is directly connected to consumer needs, emotions,
and competitive environments.

RELATIONAL BRANDING:
Marketing activities that are aimed
at developing and managing trusting and longterm relationships with larger customers. In relationship
marketing, customer profile, buying patterns, and history
of contacts are maintained in a sales database, and an account
executive is assigned to one or more major customers to fulfill
their needs and maintain the relationship.

BRAND COMMUNICATION:
Brand communication is the art of bridging the gap in the
preceptions the target audiences have about the the brand. Brand
communication is effected across a variety of channels :

when customers when they see your brand (logo)

view your product
view brand content (social media, advertising, reviews)

meet your brand in person (when contacting your office for

example)

sahil malhan roll no. 38

1)BRAND SYMBOL:A brand symbol is defined as a representation of the brand
name and its product category. Although symbols may depict
either brand names or product categories alone, we focus on
symbols that represent both.
2)BRAND STRETCHING:Brand extension or brand stretching is a marketing strategy in
which a firm marketing a product with a well-developed image
uses the same brand name in a different product category. The
new product is called a spin-off.
3.BRAND FINGERPRINTING:is a proprietary method of establishing what your brand stands
for, the value it delivers and how it differs from competition.
This process is crucial to delivering distinct experiences; the key
to building long term relationships with your customers. We
start by establishing a clear understanding of the brand essence
through our seven step process, uncovering its state today and
the vision for the next stage of existence. The goal is to create a
common language that can be shared with all stakeholders and
used as a guide in brand related initiatives.

4)BRAND CONSISTENCY:Brand consistency can be defined as the attempt to ensure that

all visual, written, and spoken communications serve as
organizational identifiers and link core brand propositions
together. When achieved, it projects a unified image in the
marketplace and clarifies competitive advantages.
5)BRAND DEVELOPMENT :A metric of marketing success that measures the number of sales
within a specific market. The calculation is expressed as the
number of unit sales per thousand people within a geographic
area.

Sandeep singh
40-MBA-2013

Brand Signature: The Brand signature is a pre defined zone

which includes the logo and its visual and informative elements.
It provides a consistent brand recognition and a clear expression
of our brand architecture.

Family Brand: Family brand is the main brand under which

several new products are introduced to take advantage of its
credibility, identity and name recognition. For example :

Seagram is a family Brand under which Royal Stag, Imperial

blue, Blenders pride, fuel Vodka re the different products.

Brand Expansion: Brand expansion is defined as the exposure

of the brand to the new markets or to broader target consumer or
geographic market to enhance the brand image and increase the
revenue. For example : Lifestyle a fashion outlet has recently
opened its showroom in Jammu so in a way they are expanding
their brand.
Brand
Demonstration:
In marketing,
a brand
demonstration (or "demo" for short) is a promotion where a
brand is demonstrated to potential customers. The goal of such a
demonstration is to introduce customers to the brand in hopes of
getting them to purchase that brand.
Brand Psychology : If a brand is the perception of an
organization that exists in the minds of those who encounter said
organization, then an understanding of the human mind is
critical to the work of designers who engage in branding
initiatives. Understanding users, as well as the context of use,
informs the development of brands that deliver a desired effect.

Roll No 41 (Sandeep)

1. Brand Voice Brand voice is the purposeful, consistent

expression of a brand through words and prose styles that
engage and motivate. It's true: The personality of
your brand is determined, in large measure, by the words
you use and the sentences you write.

2. Sonic Branding- is the use of sound to reinforce brand

identity. Sonic branding is increasingly becoming a vehicle
for conveying a memorable message to targeted consumers,
taking advantage of the powerful memory sense of sound.

3. Brand Salience- Brand Salience is the degree to which a

brand is thought about or noticed when a customer is in a
buying situation. It is the memory of a brand and its linkage
to other important memory structures in a buying situation.

4. Brand Directory- A list of brands so as to form a list from

where the customer can choose.

5. Brand Quotes- A catchy phrase which accompanies the

brand and defines the concept of the brand which includes
the feelings accompanied with it.

(Rollno.-43)Shipika Pandita
Place Branding
A practice involving the application of branding and sales
strategies to different regions, cities, states or countries. An
example of place marketing in business consists
of tourism departments and city councils with place
marketing teams competing to attract tourists and
new residents use branding techniques. Also called territorial
marketing or place branding.

Internal Branding
Internal branding is the process of a company educating,
indoctrinating, and training its employees. This training not only
enables workers to know the philosophy of their company, but

also encourages and empowers them to live it out on the job and
be loyal to the company they work for even in their personal
lives. It attempts to infuse the company's products, staff, and
environment with the pulse and reflection of the company's
leadership and direction. Internal branding stems from the belief
that every aspect of the place of business should move in the
same direction.
E-Branding
E-branding refers to the sum total of a company`s values,
attitudes, vision, mission, personality and appearance that is
projected to the audience online.

Purpose of e-Branding

1. To create a direct relationship between Customer and brand

owners (via

internet) and engage the Customer

2. Helps in better Brand recall which eventually results in

better sales & Brand loyalty
3.To strengthen
4. To deliver

Retail Brands
According to American Marketing Associations, a retail brand
identifies the goods and services of a retailer and differentiates
them from those of competitors. A retailers brand equity is
exhibited in consumers responding more favorably to its
marketing actions than they do to competing retailers. The
image of the retailer in the minds of consumers is the basis of
this brand equity.
Media Brand
A media brand is a platform for a community with shared
interests, focused on the interests of the community. Social
media is online content created by people using highly scalable
and accessible publishing technologies. In its basic sense, its a
shift in how people discover, read and share news, information
and content. Its a fusion of sociology and technology,
transforming monologues (one to many) into dialogues (many to
many) and is the democratization of information, transforming
people from content readers into publishers. Social media allows
people to connect in the online world to form relationships for
personal, political, and business use.

Shivam Gupta, 45-MBA-13

1. Brand networking is the engagement of a social
networking service around a brand by providing consumers
with a platform of relevant content, elements of
participation to reach and interact with consumers through
online platforms etc. (to reach and interact with consumers
through online & offline platforms).
2. Counterfeiting When an organization or individual
produces a product that looks like a branded product and is
packaged and presented in a manner to deceive the
purchaser.
3. Niche brand is a smaller brand that appeals to a smaller
target audience, usually for very specific reasons. For
instance a niche brand could be a soft drink company that is
only locally known and bottled in a local area.
4. Cannibalism A highly problematic effect of line extension,
where the extension steals market share from the original
brand.

5. Premium brand : Any contemporary brand that is

respected as holding greater brand value than well-known
popular brands.

Roll no 46 (shivani)

1.

Brand Power

Brand Power" is our emerging core theme, driving the brand's

market performance, and its contribution to the overall business
value. It particularly matters to us because: It captures the
customer and business value drivers that effect brand.

2. BRAND AWARENESS'
Brand awareness is an important way of promoting commodityrelated products. This is because for these products, there are
very few factors that differentiate one product from its
competitors. Therefore, the product that maintains the highest

brand awareness compared to its competitors will usually get the

most sales.
3. Perceived Quality?
Perceived quality can be defined as the customer's perception of
the overall quality or superiority of a product or service with
respect to its intended purpose, relative to alternatives. Perceived
quality is, first, a perception by customers. It thus differs from
several related concepts, such as:
a) Actual or objective quality: the extent to which the product or
service delivers superior service
b) Product-based quality: the nature and quantity of ingredients,
features, or services included
c) Manufacturing quality: conformance to specification, the
"zero defect" goal

4. Green brands are those brands that consumers associate with

environmental conservation and sustainable business practices.
Such brands appeal to consumers who are becoming more aware
of the need to protect the environment. A green brand can add a

unique selling point to a product and can boost corporate image.

However, if a company is found or perceived to overstate its
green practices its green brand may be criticised as greenwash.
5. Brand Life Cycle
The three phases through which brands pass as they are
introduced, grow, and then decline. The three stages of the brand
life cycle are the introductory period, during which the brand is
developed and is introduced to the market; the growth period,
when the brand faces competition from other products of a
similar nature; and, finally, the maturity period, in which the
brand either extends to other products or its image is constantly
updated. Without careful brand management, the maturity
period can lead to decline and result in the brand being
withdrawn. Similar stages can be observed in the product life
cycle.

Roll No 49 (Swetanshu)
1. Brand Platform The Brand Platform consists of the
following elements:

Brand Vision The brand's guiding insight into its world.

Brand Mission How the brand will act on its insight.

Brand Values The code by which the brand lives. The

brand values act as a benchmark to measure behaviors and
performance.
Brand Personality The brand's personality trait
Brand Tone of Voice How the brand speaks to its
audiences.

2. Brand Asset
Any aspect of a brand that has strategic value e.g., visual
symbols, slogans, sounds, photos, mascots, etc.
3. Brand Gap
The difference between the brands strategy and the actual
experience.
4. Challenger Brand
A new or rising brand that is viable in spite of other
existing brands dominating the category
5. Cult brand:A product or service that is in a class of their
own as they have mastered the art of building lasting and
meaningful relationships with their customers. In the world
of Cult Brands, the customer is not only king, but is part of
the family. When you buy a Harley Davidson motorcycle,
you are not just getting a bikeyoure getting a
membership into The Club.These brands have no
competition. They rule their customer-defined category.
There are no substitutes for Oprah, Vans, Linux, Southwest
Airlines, IKEA, Harley-Davidson, Apple, Star Trek, Jimmy
Buffett, and Volkswagen Beetle. (Read profiles of these
Cult Brands here.) These brands are profitable even in the

most adverse market conditions because of the powerful

relationships theyve forged with their customer

Roll No. 50 (siddharth)

Brand Vision The brand's guiding insight into its world.

Brand Mission How the brand will act on its insight.

Brand Values The code by which the brand lives. The

brand values act as a benchmark to measure behaviors and
performance.

Brand relaunch implies that the company has previously

marketed the product but stopped marketing it. A
relaunched offering has usually been technically modified
or rebranded/repositioned.

Brand Tone of Voice How the brand speaks to its

audiences.

Roll No. 51 (surbhi)

1.Destination Branding : Destination branding is about how

the customers perceive the destination in their minds.
Branding a destination is not just about creating a logo or a
slogan, it is about capturing the distinct elements of the
destination in the brand and communicating these elements
through the brands components: identity , essence,
personality, image ,character and culture.

2.Corporate branding : It is the practice of using a company's

name as a product brand name. It is an attempt to use
corporate brand equity to create brand recognition. It is a type
of family branding or umbrella brand.
Disney, for example, includes the word "Disney" in the name of
many of its products; other examples include IBM and Heinz.

3.Country branding : Country branding aims to measure, build

and manage the reputation of countries . Their aim is to improve
their country's standing, as the image and reputation of a nation
can dramatically influence its success in attracting tourism
receipts and investment capital.
The branding and image of a country "and the successful
transference of this image to its exports - is just as important as
what they actually produce and sell.

4.Culture Branding : Culture branding is a company culture in

which employees "live" to brand values, to solve problems and
make decisions internally, and deliver a branded customer
experience externally. It is the desired outcome of an
internal branding, internal brand alignment or employee
engagement effort that elevates beyond communications and
training.

5.Symbol-intensive Brand : It is a brand adopted not only for

its functional benefits, but above all, for the strong symbolism
and significance that it is able to transmit, allowing a consumer
to express his or her identity, to signal status or manifest a sense
of belonging to a group.

TANIYA MAHAJAN (52-MBA-13)

BRAND CHARACTERISTIC:
A set of traits that are attributed to a brand name. A brand
characteristic is something to which the consumer can relate,
and an effective brand will increase its brand equity by having a

consistent set of traits. This is the added-value that a brand

gains, aside from its functional benefits.

BRAND PROMISE:
Benefits and experiences that marketing campaigns try
to associate with a product in
its current and prospective consumers' minds. A strong brand
promise is one that connects your purpose, your positioning,
your strategy, your people and your customer experience. It
enables you to deliver your brand in a way that connects
emotionally with your customers and differentiates your brand.
GLOBAL BRANDS
The name of a product or service that is known and sold in all
parts of the world by a particular company. A global brand is
marketed according to a set of core principles across the world.
This means the same product formulation, the same core
benefits and values and the same positioning across the world.
However, one or more elements of the marketing mix, such as
price, packaging, media, distribution channels, etc may be varied
to suit the needs of individual markets.
BRAND ENGAGEMENT
Brand engagement is the process of forming an emotional or
rational attachment between a person and a brand. It comprises
one aspect of brand management. What makes the topic
complex is that brand engagement is partly created by
institutions and organizations, but is equally created by the
perceptions, attitudes, beliefs, and behaviors of those with whom

these institutions and organizations are communicating or

engaging with.
BRAND SENSITIVITY
Brand sensitivity is a psychological construct that refers to the
buyer's decision-making process. Saying that an individual is
brand sensitive means that brands play an important role in the
psychological process that precedes the buying act.
Conceptually speaking, it is different from brand loyalty, which
is a behavioral concept that can be measured by examining
patterns of repeated buying over time.

Roll No 53 (TANVI)
1. Brand Protection
The act of preventing someone from illegally making a selling a
product using a Brand name owned by another company.
2. Brand Behaviour
It is the art of creating and disseminating your organizations
identity that appeals to constituents and speaks a language that is
clearly understood.

3. Brand Strategy

By definition, brand strategy is a long-term plan for the

development of a successful brand in order to achieve specific goals.
A well-defined and executed brand strategy affects all aspects of a
business and is directly connected to consumer needs, emotions, and
competitive environments.
4. Brand Purpose
It is the deepest expression of a brand, drawing on its essence to
determine its path in the world. It captures the relationship between
corporation and community, touching on the financial, social, and
environmental arenas.
Brand purpose is a natural outgrowth of the values embedded in
your corporate culture.
To uncover brand purpose, ask yourself: Where does your
companys passion lie? What are your greatest strengths, and what
do you have to offer? What need do you see in the world that you
are ideally placed to address?
5. Ethics and Branding ( Ethical Brands )
Ethical brands have risen to prominence in recent years as a market
solution to a diverse range of political, social and, in this case most
interestingly, ethical problems. By signifying the ethical beliefs of
the firm behind them, ethical brands offer an apparently simple
solution to ethical consumers: buy into the brands that represent the
value systems that they believe in and avoid buying into those with
value-systems that they do not believe in.

ROLL NO. 54 (TUSHAR KHAJURIA)

1. INTERGRATED BRANDING :- Brand integration, brands

will be integrated into the storylines of films to provide a
seamless synergy. It is not meant to stand out from the story.
This kind of placement is attractive to the brand because it
cannot be fast forwarded ; it is integrated into the fabric of the
story. Product placement is a little different than brand
integration in that placement gets you product for your film (a
case of Pepsi or bags of Doritos). Brand integration entails the
company name or the product being openly discussed within the
story. This gets you money rather than product.

2.BRAND
CULTURE
:Brand
culture is
a
company culture in which employees "live" to brandvalues, to
solve problems and make decisions internally, and deliver
abranded customer experience externally.

3. BRAND REPOSITIONING :- Developing and

operationalizing a new strategy to move a brand to a new market
position by influencing new consumers to consider, prefer and
ultimately purchase the brand offering, or by influencing
existing consumers to assign greater value to the brand.
4. VIRTUAL BRANDING:-

VBA is a virtual organization formed to minimize the process,

staff and overhead, most often associated with the conventional
agency model. After nearly two-decades in the business, founder
Julie Krebs offers an alternative that matches the right level of
expertise to your most important marketing initiatives. Think
differently. Let Virtual Brand Advisors help you do more with
your marketing investment, for your business and your brand.

5.BRAND FORMULATION:When brand owners are asking consultants for a new brand,
they mean new name, logo, symbols, icons, new look and feel
for their current name . People often think that brand is just
about theimagery, outlook, and tangible features of the name.
However, the true definition of a brand goes beyond.
Brand is Everything, and Everything is a Brand.
Roll No. 57 (Vishal)
1.Luxury Brands: Luxury brands are regarded as images in the
minds of consumers that comprise associations about a high
level of price, quality, aesthetics, rarity, extraordinariness and a
high degree of non-functional associations.

2.Branding for technology Products: Technology companies

were less concerned about branding than consumer product
companies. However, with commodification of technology,
more and more hi-tech companies are seeing branding as a
means to emotionally connect with customers.
3. Collaborative global brand Management: collaborative
seamlessly integrates with SharePoint to enable efficient end-toend brand management for marketing asset creation and
publishing.
4.Social Branding:
To answer the question "what is social branding?" we need to
understand the importance of branding.
We all have heard of Brands like Coca Cola, Nike, Doritos,
Grey Goose. How do we know these brands so well? These
business have worked hard for many years to build their brand.
They probably have spent hundreds of thousands of dollars
yearly on marketing. Now they face an interesting challenge.
Building their brand on all social media.
Since the creation of the internet and furthermore with Social
media your business has the opportunity to grow with a much
smaller budget. Social media offers an affordable way to build
your brand online, engage more people and easily interact with
potential and existing customers.
5.Functional Branding: Functional Branding is a discipline
within service design where services are created or improved to

deliver more than enhanced user experience. Instead, services

are created to deliver a branded experience to users through
outstanding application of service design.
An example might be two competing websites that offer broadly
the same products or services. Functional branding would enable
one of these sites to differentiate itself through the interactions
with users, positively reinforcing its brand values through
design.

Roll no 59 (vrinda)
1.Brand resonance
Refers to the nature of the ultimate relationship and level of
identification that the customer has with the brand.
2.Brand experience
Brand experience is a term used to describe the total impression
of a potential consumer of a brand. There is no physical entity
that can be identified as brand experience. The term refers to the
total experience of the brand, which may come from
advertisements, actual use, reporting, or other interactions with
the brand.

3.Brand name
Word(s) that identify not only a product but also its
manufacturer or producer, such as Apple, Coca Cola, IBM,
Mercedes, Shell, Sony, Toyota.
4.DEFINITION OF 'BRAND EXTENSION'
A common method of launching a new product by using an
existing brand name on a new product in a different category. A
company using brand extension hopes to leverage its existing
customer base and brand loyalty to increase its profits with a
new product offering.
5.Brand imagery
the visual imagery of a brand consisting of Images and color that
communicate that verbal messages about the brand .