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    Presented By: Abhinav K Yadav

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    Abhinav Kumar Yadav
    This document discusses different types of branding. It defines branding as creating an image or perception of a product, service, or organization in someone's mind. It then lists and provides examples of many things that can be branded, including physical goods, services, people, organizations, retail stores, places, online products/services, entertainment, ideas. For each category, it often provides brief details on challenges or importance of branding for that type. The document concludes by listing some challenges for brand builders.

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    Presented By: Abhinav K Yadav

    Uploaded by

    Abhinav Kumar Yadav
    689 views26 pages
    This document discusses different types of branding. It defines branding as creating an image or perception of a product, service, or organization in someone's mind. It then lists and provides examples of many things that can be branded, including physical goods, services, people, organizations, retail stores, places, online products/services, entertainment, ideas. For each category, it often provides brief details on challenges or importance of branding for that type. The document concludes by listing some challenges for brand builders.

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    Branding

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    This document discusses different types of branding. It defines branding as creating an image or perception of a product, service, or organization in someone's mind. It then lists and provides examples of many things that can be branded, including physical goods, services, people, organizations, retail stores, places, online products/services, entertainment, ideas. For each category, it often provides brief details on challenges or importance of branding for that type. The document concludes by listing some challenges for brand builders.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    689 views26 pages

    Presented By: Abhinav K Yadav

    Uploaded by

    Abhinav Kumar Yadav
    This document discusses different types of branding. It defines branding as creating an image or perception of a product, service, or organization in someone's mind. It then lists and provides examples of many things that can be branded, including physical goods, services, people, organizations, retail stores, places, online products/services, entertainment, ideas. For each category, it often provides brief details on challenges or importance of branding for that type. The document concludes by listing some challenges for brand builders.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 26

    Presented by: Abhinav K Yadav

    BRANDING??????
    Meaning
    • Branding is the process of creating an image in
    someone’s mind.
    • Branding involves both tangible and intangible
    characteristics of products and services that
    make it unique.
    • Products/services that are branded are often
    chosen over similar products because they
    somehow have a perceived value of being
    better.
    WHAT CAN BE BRANDED?
     Physical goods
     Services
     People
     Organization
     Retail Stores
     Places
     Online products and services
     Entertainment
     Ideas
    Physical Goods
    • Branding of physical goods is the most
    common form of branding and includes a wide
    variety of products.
    Consumer products:
    Coca-Cola, Sony, Mercedes-Benz, Sunrise, Kissan
    Business to business products:
    Involves overall branding of a company by
    creating a positive image and reputation
    Services
    • One of the challenges in marketing services is
    that relative to products, they are more
    intangible and more likely to vary in quality
    depending on the people involved in providing
    the service.
    • So branding is very important for service firms
    to address potential intangibility and
    variability problems.
    • Examples of service brands:
    American Express, Taj Hotels, Kingfisher
    Airlines, Airtel, Federal Express, SBI
    • Examples of service brands:
    American Express, Taj Hotels, Kingfisher
    Airlines, Airtel, Federal Express, SBI
    Retail Stores
    • Why do retail stores need branding?
    It can generate consumer interest, patronage and
    loyalty
    Consumers learn to expect certain brands and
    products from a store
    It helps in positioning of the store
    It permits higher price margins, increased sales
    volume and greater profits
    • For branding, retailers also use private labels
    to increase customer loyalty and generate
    higher margins and profits.
    • Example:
    ‘More’ and ‘Big Bazaar’ have their own private
    labels
    People
    • Brand extend beyond products and services.
    • Even people can be viewed as brands
    • Usually public figures such as politicians,
    entertainers and professional athletes can be
    branded.
    • Anyone trying to build a career can be thought
    of as trying to create his/her own brand.
    • Examples:
    Shahnaz Husain, Ritu Kumar, Sachin Tendulkar
    Organisation

    • Organizations brand themselves and take on


    meanings through their programs, activities and
    products.
    • Non profit organizations have been increasingly
    emphasizing on their branding.
    • Example:
    National Geographic Society, Red Cross, Linkin
    Park
    Online Products and Services
    • Online brands come in many different forms,
    with business models based on selling
    information, products, experiences and so on.
    • Online branding requires:
    To create awareness of what products or services
    the brand represent
    Why those products or services are unique and
    different
    Why consumers should buy the brand
    • Example:
     amazon.com
     alibaba.com
     google
     facebook
    Entertainment
    • Includes branding of sports, arts, movies, etc.
    Place
    • Place branding is an umbrella term
    encompassing nation branding, region
    branding and city branding.
    • Here, the brand name is relatively fixed by the
    actual name of the location.
    • The goal of place marketing is to create
    awareness and a favorable image of a location
    • Example:
     Incredible India!
    Kerala- God’s own country
    Ideas
    • Numerous ideas and causes have become
    branded, especially by nonprofit organizations
    • Ideas and causes may be captured in a phrase
    or slogan and even be represented by a
    symbol, e.g., AIDS ribbons.
    • Branding makes ideas and causes more visible
    and concrete.
    • Examples:
     Pulse Polio
    • Earth Hour
    Challenges to brand builders
    • Brand Management
    • Savvy customers
    • Maturing markets
    • Difficulty in differentiating
    • Decreasing brand loyalty of customers
    • Growth of private labels
    • Increasing promotional expenses
    • Fragmenting media coverage
    • Increasing job turnover
    THANK YOU

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