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    Ranit Rawat 04514201713 Bba Iii-B (M)

    Uploaded by

    Manisha Gupta
    This document discusses branding, which involves creating a unique name and image for a product through consistent advertising campaigns. Branding aims to establish a significant and distinctive presence in the market to attract and retain loyal customers. It defines various branding terms like brand, brand name, brand mark, and trademark. It outlines advantages of branding for both marketers and customers, such as product differentiation, aiding advertising, enabling differential pricing, and ensuring quality. Finally, it lists characteristics of a good brand name like being short, pronounceable, suggestive of product utility, and legally protectable.

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    Ranit Rawat 04514201713 Bba Iii-B (M)

    Uploaded by

    Manisha Gupta
    30 views9 pages
    This document discusses branding, which involves creating a unique name and image for a product through consistent advertising campaigns. Branding aims to establish a significant and distinctive presence in the market to attract and retain loyal customers. It defines various branding terms like brand, brand name, brand mark, and trademark. It outlines advantages of branding for both marketers and customers, such as product differentiation, aiding advertising, enabling differential pricing, and ensuring quality. Finally, it lists characteristics of a good brand name like being short, pronounceable, suggestive of product utility, and legally protectable.

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    Branding

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    This document discusses branding, which involves creating a unique name and image for a product through consistent advertising campaigns. Branding aims to establish a significant and distinctive presence in the market to attract and retain loyal customers. It defines various branding terms like brand, brand name, brand mark, and trademark. It outlines advantages of branding for both marketers and customers, such as product differentiation, aiding advertising, enabling differential pricing, and ensuring quality. Finally, it lists characteristics of a good brand name like being short, pronounceable, suggestive of product utility, and legally protectable.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    30 views9 pages

    Ranit Rawat 04514201713 Bba Iii-B (M)

    Uploaded by

    Manisha Gupta
    This document discusses branding, which involves creating a unique name and image for a product through consistent advertising campaigns. Branding aims to establish a significant and distinctive presence in the market to attract and retain loyal customers. It defines various branding terms like brand, brand name, brand mark, and trademark. It outlines advantages of branding for both marketers and customers, such as product differentiation, aiding advertising, enabling differential pricing, and ensuring quality. Finally, it lists characteristics of a good brand name like being short, pronounceable, suggestive of product utility, and legally protectable.

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    © All Rights Reserved
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    - RANIT RAWAT

    04514201713
    BBA III-B (m)
    What is Branding?
    Theprocessinvolve in cre!"in# ! $ni%$e
    n!me !nim!#e&or !pro$c"in
    "hecons$mers' min( m!inl)
    "hro$#h!ver"isin# c!mp!i#ns*i"h
    !consis"en""heme+
    Br!nin#!ims"oes"!,lish!si#ni-c!n"!
    n i.eren"i!"e presence in
    "hem!r/e""h!" !""r!c"s !n re"!ins
    lo)!lc$s"omers+
    Various terms related to branding-

    BRAN0- A ,r!n is ! n!me( "erm( si#n(


    s)m,ol( esi#n or some com,in!"ion o& "hem(
    $se "o ien"i&) "he pro$c"s o& one -rm !n
    "o i.eren"i!"e "hem &rom compe"i"ors+

    BRAN0 NA12- Th!" p!r" o& ,r!n *hich c!n


    ,e spo/en is c!lle ,r!n n!me

    BRAN0 1AR3- I" !ppe!rs in ! "he &orm o&


    s)m,ol( esi#n or is"inc" colo$r scheme+

    TRA02 1AR3- A ,r!n "h!" is #iven le#!l


    pro"ec"ion !#!ins" i"s $se ,) o"her -rms is
    c!lle "r!e m!r/+
    Advantages of Branding to Marketers-

    2n!,les m!/in# pro$c" i.eren"i!"ion4 Br!nin# helps


    ! -rm in is"in#$ishin# i"s pro$c" &rom "h!" o& i"s
    compe"i"ors

    5elps in !ver"isin# !n ispl!) pro#r!mmes4 A ,r!n


    helps ! -rm in i"s !ver"isin# !n ispl!) pro#r!mmes+

    0i.eren"i!l 6ricin#4 Br!nin# en!,les ! -rm "o ch!r#e


    hi#her price &or i"s pro$c"s "h!" i"s compe"i"iors
    ,ec!$se i& c$s"omers li/e ! ,r!n !n ,ecome h!,i"$!l
    o& i" "he) o no" min p!)in# ! li""le hi#her price &or i"+

    2!se in in"ro$c"ion o& ne* pro$c"4 I& ! ne* pro$c" is


    in"ro$ce $ner ! /no*n ,r!n i" is li/el) "o #e" o. "o
    !n e7cellen" s"!r"+
    Advantages of Branding to Customers-

    5elps in pro$c" ien"i-c!"ion4 Br!nin# helps


    "he c$s"omers in ien"i&)in# "he pro$c"s+ The)
    nee no" m!/e ! close inspec"ion ever) "ime
    "he) ,$) "he pro$c"s

    2ns$res %$!li")4 Br!nin# ens$res ! p!r"ic$l!r


    level o& %$!li") o& "he pro$c"+ I& "here is !n)
    evi!"ion in "he %$!li")+ The c$s"omers c!n
    m!/e ! compl!in" "o "he m!n$&!c"$rer or "he
    m!r/e"er+

    8"!"$s s)m,ol4 8ome ,r!n ,ecome s"!"$s


    s)m,ols ,ec!$se o& "heir %$!li")+ The
    cons$mers &eel pro$ o& $sin# "hem+
    Characteristics of a Good Brand Name-

    Br!n n!me sho$l ,e shor"( e!s) "o prono$nce(


    reco#nise !n remem,ere+

    Br!n n!me sho$l s$##es" "he $"ili") o& "he pro$c"+

    The ,r!n n!me sho$l ,e $ni%$e !n is"inc"ive

    Br!n n!me sho$l ,e selec"e !&"er consierin# i"s


    me!nin# in o"her l!n#$!#es !n c$l"$res+

    The ,r!n n!me sho$l ,e !!p"!,le "o p!c/in# or


    l!,ellin# re%$iremen"s( "o i.eren" !ver"isin# mei!
    !n "o i.eren" l!n#$!#es

    I" sho$l ,e c!p!,le o& ,ein# re#is"ere !n


    pro"ec"e le#!ll)

    9hosen n!me sho$l h!ve s"!)in# po*er i+e i" sho$l


    no" #e" o$" o& !"e+
    TAN! "#$%

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