branding as marketing tool

Understanding Brand

Elements of Branding

• A brand name is a word, group of words, letters, or numbers that represent a product or service.

•A brand mark is a unique symbol, coloring, lettering, or other design element. It is recognizable visually and does not need to be pronounced.

•A trademark is a word, name, symbol, device, or combination of these elements that is given legal protection by the government.

Elements of Branding

Personality and Brand Essence

Building Strong Brand

Principal of strong Brand - Adaptability

• No.1 global brand – relevant after 124 yrs

• different flavoring profile in different country.• extensive distribution network .• calorie free drink for developed countries.• Programs like Active health living (U.S)• Social networking – 11million fans on face book.

Principal of strong Brand - Commitment

• Spanish fashion chains.

• Created real time technology for its operations.• will facilitate store manager to do better stock allocation.

Importance of Brands

• To build product recognition and customer loyalty.


• To ensure quality and consistency.

Business consulting Investment Banking


• Long term relationships. – passing through generations.

Family of orientation to procreation.

Brand Equity

Brand equity refers to the marketing effects and outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name.

• Because of the well known brand name the company some time charges premium prices from the consumer.

Brand Equity

J W Marriot

Benefits of Brand Equity

• Asset management / leveraging

• Consumer franchise (facilitates loyalty)

• Lower communication costs

• Improved prices/margins/market share

• Barrier to competitive entry

Brand Equity