Product Vs.

Brand
Products exist to expand choice, Brands exist to
simplify choice.
A product occupies functional territory, A brand
occupies mental and emotional territory.
A product is something made in a factory, A
brand is something that is bought by a customer.
A product can easily be copied by a competitor,
A brand is unique.
A product can be quickly outdated, A successful
brand is timeless.
A product does something, A brand stands for
something in someones mind, in addition to
doing something.
Products seek out their customers, Brands are
sought out by their customers.
No product unless people pay, No brand unless
people believe.
A product is defined by its heaviest users, A
brand, by the attraction of what it stands for,
defines its users.
What Is A Brand?
Brand is a name, term, sign, symbol, or design
or 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.
Brand Elements
Memorable: Easily recognized, Easily
recalled, Meaningful.
Likable: Fun & Interesting, Rich visual & verbal
imagery.
Transferable : Within & across product
boundaries, Across geographic boundaries &
cultures.
Adaptable: Flexible, Updateable
Protectable: Legally registered trade mark
Brand Names : Useful for Brand Awareness &
Brand Associations.
Logos & Symbols : Corporate names &
Trademarks
Benefits : Enhance brand personality & build
relationship with customers.
Slogans : build awareness and image.
Jingles : easy recall, Reinforce brand
positioning.
Packaging : Identify the brand strong brand
association with packaging style of company.
BRAND IDENTITY
A product identity, or brand image are typically
the attributes one associates with a brand, how
the brand owner wants the consumer to perceive
the brand.
Effective brand names build a connection
between the brand personality as it is perceived
by the target audience and the actual
product/service.
The brand name should be conceptually on
target with the product/service (what the
company stands for).
Typically, sustainable brand names are easy to
remember, easy to recall and meaningful.
Brand identity is fundamental to consumer
recognition and symbolizes the brand's
differentiation from competitors.
Brand identity is what the owner wants to
communicate to its potential consumers.
Brand identity needs to focused on authentic
qualities - real characteristics of the value and
brand promise being provided and sustained by
organisational and/or production characterstics.