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Branding is cheery on the


cake called marketing
Sasikala M/ AP/MBA/OEC

Sasikala M/ AP/MBA/OEC

BRAND
Old Norse - brandr to burn
Italians (1200s ) form of watermarks
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Branding irons from the 1910s


To differentiate one cattle from another by
means of a distinctive symbol burned into the
animal's
skin with ahot iron stamp
Sasikala M/ AP/MBA/OEC

WHAT IS A BRAND DEFINITIONS


A brand is a name, term, sign, symbol, design or a
combination of the above to identify the goods or service
of a seller and differentiate it from the rest of the
competitors

Sasikala M/ AP/MBA/OEC

Abrandis the meaningful perception of a product,

a service or even yourself good, bad or indifferent that marketers want people to believe based on what
they think they hear, see, smell, taste and generally
sense from others around them - Josh Moritz

A brand symbol as anything that leaves a mental

picture of the brands identity -Leo Burnett


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Brandingis the representation of your organization

as a

personality. Branding is who you are that

differentiates

you.Dave

KerpenLikeable

AuthorSasikala
ofLikeable
M/ AP/MBA/OEC Social Media

Media,

To a consumer, brand means

Set of tangibles and intangible benefits, which they


obtain from product or service.

Source of product

Delegating responsibility to the manufacturer of product


Lower risk

Less search cost


Quality symbol
Deal or pact with the product manufacturer
Symbolic device
Sasikala M/ AP/MBA/OEC

To a seller, brand means


Sellers promise to deliver the same bundle of
benefits/ services consistently to buyer

Basis of competitive advantage


Way of bestowing products with unique associations
Way of identification to easy handling
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Way of legal protection of products unique


traits/features
Sign of quality to satisfied customer
Means of financial returns
Sasikala M/ AP/MBA/OEC

NAMING THE BRAND

Product benefits

Product qualities

Easy to pronounce

Should be distinctive

Should not have poor meanings in other languages


and countries

Sasikala M/ AP/MBA/OEC

Product Vs. Brand

PRODUCT

BRAND
A brand is something that
is bought by a customer.

A product is something that is made in a factory

A brand is unique

A product can be copied by a competitor.

A product can be quickly outdated.

Sasikala M/ AP/MBA/OEC

A successful brand is
timeless.

Brand vs. trademark

The legal term for brand is


trademark.

A brand may identify one item, a


family of items, or all items of that seller.

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If used for the firm as a whole, the


preferred term is trade name.

Sasikala M/ AP/MBA/OEC

A brand comprises of ( objectives of BRANDING)

o Tangible attributes
o Intangible attributes
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Tangibles
Product
Packaging
Labeling
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Attributes
Functional benefits
Sasikala M/ AP/MBA/OEC

Intangibles

Quality

Emotional benefits

Values

Culture

Image

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Sasikala M/ AP/MBA/OEC

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OLD AND NEW BRANDING


Old Branding

Advertisers shouting
carefully pedicure
messages at consumers
who dont want to hear
it.

Sasikala M/ AP/MBA/OEC

New Branding
Advertisers humbly listening
to what consumers tell others
the brand is and back up with
real action (like repeat
purchases) and incorporating
appropriate innovations so
their products continue to earn
consumers loyalty and word
of mouth

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Sasikala M/ AP/MBA/OEC

IT IS POSSIBLE TO BRAND THE FOLLOWING


- Kotler and Keller

A Service SBI, LIC, Apollo

A Product Samsung mobiles, Parker

Pen

A Store Big Bazaar, West side,

Reliance Mart
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A Place / geographic location

Tajmahal, India (Incredible !ndia)

A Person Amir Khan, Amitabh

Bacchan,

Sasikala M/ AP/MBA/OEC

Nine Branding Principles


1.Keep It Simple: one big idea is best.
2. Mass-produced word of mouth (PR)
builds brands.
3. Focused brands are more powerful
than diffused brands.
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4. Somehow, some way, you have to be


different.
Sasikala M/ AP/MBA/OEC

Nine Branding Principles


5. The first brand in a category has a huge advantage.
6. Avoid sub-brands at all cost.
7. Quality is important, but not as important as the
perception of quality.

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8. Be consistent and patient. Building a strong brand


takes time.
9. Put your brand definition in writing, otherwise you'll
get off course.
Sasikala M/ AP/MBA/OEC

10 BRANDING IDEAS FOR BUSINESS


( Significance and Successful brand)

1. Assume an Identity
2. Know your audience
3. Identify your competition
4. Design and ingenious logo
5. Create a website
6. Blog regularly

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7. Engage in Social Media


8. Join related business events
9. Encourage Feedback
10.Be Consistent

Sasikala M/ AP/MBA/OEC

Top 10 FMCG Companies in


India
Here is a list of top 10 FMCG companies in
India.
These are the best companies in Fast-moving
consumer goods sector.

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And ranking process of companies is frequently


being updated .
This is the record created latest by this May
2014.
Sasikala M/ AP/MBA/OEC

1 . Hindustan Unilever
Corporate Office Mumbai,
Maharashtra
Turnover 4.0 Billion Dollar
Employees 16000+

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Business Food, Beverages and Personal


Care
Sector Private Sector
Career Websitewww.hul.co.in
Sasikala M/ AP/MBA/OEC

2 . Colgate-Palmolive
Corporate Office New York,
USA Turnover 17.08 Billion Dollar
Employees 37000+
Business Personal
Care
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Sector Private Sector


Career Website-www.colgate.co.in/
app/Colgate/IN/Corp/Careers.cvsp
Sasikala M/ AP/MBA/OEC

3 . ITC Limited
Corporate Office Kolkata, WB
Turnover 7.0 Billion Dollar
Employees 29000+
Business Tobacco, Hotels
and Personal care
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Sector Private Sector


Career
Websitewww.itcportal.com/careers/index.aspx
Sasikala M/ AP/MBA/OEC

4. Nestl
Corporate Office Vevey, Switzerland
Turnover 87.0 Billion Dollar
Employees 328000+
Business Food, dairy
products and Coffee
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Sector Private Sector


Career Websitehttp://www.nestle.in/jobs

Sasikala M/ AP/MBA/OEC

5 . Parle Agro
Corporate Office Mumbai, Maharashtra
Turnover 1 Billion dollar (Appox)
Employees 2500+
Business Food items and beverages
Sector Private Sector
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Career
Websitewww.parleagro.com/careers
%20new.html
Sasikala M/ AP/MBA/OEC

6 . Britannia Industries Limi


ted
Corporate Office Kolkata, WB

Turnover 730 Million Dollar


Employees 2000+
Business Food items and dairy Products
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Sector Private Sector


Career Websitewww.britannia.co.in/be_
Sasikala M/ AP/MBA/OEC

brit_careers.htm

7 . Marico Limited
Corporate Office Bandra, Maharastra
Turnover 850 Million Dollar
Employees 1000+
Business Oil and personal Care
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Sector Private limited


Career Website
www.marico.com/html/careers/overvie
w.php

Sasikala M/ AP/MBA/OEC

8. Procter & Gamb


Corporate Office Cincinnati, USA
le
Turnover 83 Billion Dollar
Employees 125000+
Business Food, Beverages and
Personal care
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Sector Public limited


Career
Websitewww.india.experiencepg.co
Sasikala M/ AP/MBA/OEC

m/

9. Godrej Group
Corporate Office Mumbai, Maharashtra
Turnover 4 Billion Dollar
Employees 25000+
Business Personal care, real estate and
Engineering
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Sector Private Sector


Career Website
www.godrej.com/godrej/godrej/careershome.
aspx

Sasikala M/ AP/MBA/OEC

10. Amul
Corporate Office Anand, Gujrat
Turnover 2.15 Billion Dollar
Employees 700+
Business Dairy Products
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Sector Cooperative Career


Website- www.amul.in/hrm/index.htm

Sasikala M/ AP/MBA/OEC