BRANDINGAdhish Kumar Sinha

Ayush Narain Mathur

Dinesh Iyer

Manoj Kumar Karlekar

Surbhi Singh

Prin LN Welingkar Institute of Management Development & Research ,Bangalore

BRANDING DECISION

NO BRAND

• Apple

• Google

• GE

• Microsoft

Reasons:-

• Distinguish you

• Gives personality

• Gives Reputation

• Promote Loyalty

• Paper Soaps• Commodities ( Pulses

(Exception-Basmati Rice))

• Toilet Papers• Nail CuttersReasons :-• People buy by choice

and cost is the parameter

• Rarely they give focus on brands

BRAND

Brand – Sponsor Decision

Manufacturer Brand

Manufacturer brands are created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer

AUDI Royal Enfield Rolex TATA Steel

Types Meaning Examples

Distributor (Private) Brand

Own-label brands are created and owned by businesses that operate in the distribution channel – often referred to as “distributors”.

Mom & Me – Kirti Big Bazaar FMCD- Sensie

& Koryo More – Feasters ( Chips &

Cookies)

Licensed Brand

 It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory

Arvind Mills – Wrangler , Arrow

Viacom has brought in popular characters from Nickelodeon like Dora The Explorer and SpongeBob SquarePants

Brand – Name Decision

Individual Name

A product could be branded with a name that has no association with the other products belonging to the organisation.

Procter & Gamble – Pampers & Tide

Coca- Cola – Fanta & Powerade

Types Meaning Examples

Blanket Family Name

In this strategy, every product the company offers to market bears the same brand name. Usually, this name is a company name.

Aditya Birla – Hindalco , Grasim, Ultratech cement

HUL – Brooke Bond , Lakme

Separate Family Name

A branding approach that focuses on the company name and individual brand name.

Britannia – Good-Day Kellogg’s - Chocos

This is used by companies which produces product of different sectors. In this strategy , separate brand name for each line is used.

Apple – Iphone, Ipad & Ipod

TATA – Steel , Nano & Salt

Company – Individual

Name

Brand – Strategy Decision

Line Extensions

it means introducing additional items in the given product category.

Colgate – White, Gel Head & Shoulder – Anti –

dandruff , Hair Fall

Types Meaning Examples

Brand Extension

it means extending a successful brand name to more products. It is a very strong tool in brand development and the product enter easily without any extra cost

HUL – Close-up & Pepsodent

Multi- Brand

a new brand name is introduce by the company in case when it is entering into a new product category and for that product existing brand name is not suitable.

Tata - JLR

sometimes to lock up the shelves of the retail shop’s company’s generally launch additional brand in the same category

Amul – Butter , Milk , Ghee

New Brand

Co- BrandingCo-branding is being used increasingly by companies large and small to raise awareness and generate sales

DELL – INTEL AT&T Universal Master

Card

Brand – Repositioning Decision

Repositioning

No-Repositioning

Conventional brand repositioning wisdom is to alter the brand’s position incrementally from the established position, playing off of current assumptions about the brand

• Tata Nano being reposition for youth

Meaning

Example :-

• Volvo has had limited success with its performance (versus safety) based models.

Meaning

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.Example :-

• Cadbury – Chocolate ( but it has product like Bournvita & Tang)

• Bisleri– water (Soda, wipes,Ice-box)