BRAND MANAGEMENT FOR ORGANISATION

1. BRAND

2. BRAND

3. What is Brand?
A name, term, sign, symbol, or design
used to identify the products of one firm
and to differentiate them from competitive
offerings.
 Something used to show customers that
one product is different than the products of
another manufacturer.

4. What a brand means to common person ?
In 'blind' taste tests, people prefer the
taste of Pepsi over the taste of Coke.
However, if the test is not 'blind' and
the tasters know which beverage is
which, they prefer the taste of Coke
over Pepsi! That is the emotional
power of a brand.

5. Brand Name
Words, letters, or symbols that make up a
name used to identify and distinguish the
firm’s offerings from those of its
competitors.

6. 1. Co-Branding
2. Manufacturer’s/ National
3. Private
4. Generic
Brand Strategy

7. Co-Branding
Two companies join to create a
new product carrying both their
brands.
Examples:
Pizza Hut & Pepsi
McDonalds & movie Mulan

8. National Brand
products that carry the name of the
manufacturer
ie.Amul
ie. Haldiram

9. Private Brand
products that carry the name ofproducts that carry the name of
the seller, not the manufacturerthe seller, not the manufacturer
ie. Shopper’s Stopie. Shopper’s Stop
ie. Westsideie. Westside

10. Generic Name Brand
A brand name over which the original owner
has lost exclusive claim because all
offerings in the associated class of products
have become generally known by the brand
name (usually that of the first or leading
brand in that product class).
• ie. Velcro is the brand -
“hooked fabric fastener” is the generic name
• ie. Xerox is the company
“photocopy” is the generic name,

11. What is Brand Identity?
• A promise that gets kept consistently
• It creates a personality and a life for your
products/services
• A unique and consistent look, feel, tone and
voice for all communications
• It’s essential to your success in the
marketplace

12. Key Brand Elements
•Brand Name-name, tagline, logo
•Brand Promise-The single most important thing your
organization promises to deliver every time
•Brand Personality-what you want your brand to be
known for (fun, serious,magical,forceful, etc.)
•Brand Associations-colors, taglines, images, fonts,
uniforms, equipment, etc.

13. Brand Building

14. How much does it cost?
• It depends on what you want
• Bundling projects will save your
money
• The cost range for branding is broad
and will be determined based on
scope of work

15. Branding Steps
Step One:
• Learn marketing objectives and strategy
• Priority projects
• Write creative brief and define messages
• Create timelines and budgets

16. Branding Steps (continued)
Step Two:
• Develop concepts/taglines
• Start visual research
• Present initial creative approaches

17. Branding Steps (continued)
Step Three:
• Develop outline and copy points per
selected concept
• Develop media strategy
• Begin creating visual materials
(photos/picture)

18. Branding Steps (continued)
Step Four:
• Write full copy draft
• Write final copy as per client
comments
• Start layouts

19. Branding Steps (continued)
Step Five:
• Create and present full layout or e-design
Step Six:
• Develop final electronic files for print, or
coding for web
• Final execution and management of products
(website launch, launch media campaign, print , ads
placed, press etc.)

20. Keys to building successful
brands• Good advertising agency
• Top management must be committed
to this effort
• Keep brand consistent internally and
externally
• Guide the brand style to every
employee
• Refresh/update brand after a few years

21. Keys to building successful brands
• Strengthens employees loyalty
• Attracts clients/customers
• Keeps current relationships strong
• Builds confidence
• Builds feelings of security and trust
• Creates a memorable, positive experience

22. Thums up Pepsi Coco cola
Akshay Kumar Ranbir kapur
Shahrukh khan
Amir khan
“Test the thunder ” ”Yeh hai youngistaan
meri jaan”
’’Thanda Matlab
Coca-Cola’’

23. Conclusion:
Brand creates a personality and a life for your
products/services
Branding is essential to your success in the
marketplace
Now a days huge customers
wants branded product