The difference between product and brand holds significant place in success of any company or organisation across industries.

1. BY
SACHIN BANSAL
SB@CREATINGDEMAND.ORG
CREATE BRAND MARKET
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product
vs
Brand

2. Product
vs.
Brand
A
product
is
something
that
is
made
in
a
factory
A
brand
is
something
that
is
bought
by
a
customer.
A
product
can
be
copied
by
a
compe'tor.
A
brand
is
unique.
A
product
can
be
quickly
outdated.
A
successful
brand
is
'meless.
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

3. Why
is
Marke6ng
Becoming
More
Important?
• Sales
Declines
• Slow
Growth
–
Need
Sustaining
Sales
or
New
Markets
• Changing
Buying
Pa<erns
and
Customer
Wants
• Increasing
CompeAAon,
including
New
Products
• Increasing
MarkeAng
and
Sales
Expenditures.
• Understanding
the
7
P’s:
People
(Target/
Customer),
• Planning,
Product/Service
Development,
Pricing,
• Place/DistribuAon,
PromoAon,
and
Partners/
Alliances.
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

4. What
is
a
Brand?
• It’s
the
company’s
definiAon
of
what
they
have
to
offer.
• A
brand
is
a
product
that
has
a
personality.
• A
promise
to
the
customer.
• What
the
customer
knows
about
your
specific
product.
It’s
your
image.
• How
the
company
or
product
is
perceived?
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

5. • A
set
of
product
percepAons
by
the
consumer.
• It
is
a
personality
developed
over
Ame.
• A
brand
signifies
a
relaAonship
with
the
customer.
• It
is
the
company’s
most
valuable
asset.
It’s
also
the
main
differenAator,
the
best
defense
against
price
compeAAon,
and
the
key
to
customer
loyalty.
• CompeAtors
can
copy
your
features
and
benefits,
but
they
can’t
steal
your
brand.
• It’s
a
promise.
But
it
must
be
backed
up
by
performance.
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
What
is
a
Brand?
Product vs. Brand

6. What
is
a
Brand?
&
Brand
Iden6fica6on
• A
brand
is
much
more
than
a
name—it’s
a
symbol,
trademark,
logo,
term,
sign,
d es i gn
o r
co mb i n a ' o n ,
wh i ch
dis'nguishes
a
product
from
others.
• Sets
a
company’s
products
apart
from
compe''on.
It’s
the
percep'on
of
the
product
in
the
minds
of
the
consumers
• The
marking
of
livestock.
Ar'sts
signing
their
work.
• Your
first
opportunity
is
in
the
name.
Easier
to
order
and
remember.
• Most
important
is
consistency—globally
too.
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

7. • A
brand
can
convey:
•
A<ributes
+
Benefits
+
Values
+
Culture
+
Personality
• Seller’s
promise
to
deliver
a
specific
set
of
features.
• Brand
equity
is
the
value
a
brand
adds
to
the
product.
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
What
is
a
Brand?
&
Brand
Iden6fica6on
Product vs. Brand

8.
We
support
in
building
Brand
Awareness
or
Brand
Insistence
Turning
or
Transla'ng
Brand
Awareness
Into
Brand
Insistence.
Awareness
Interest
Desire
Ac4on
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

9. Marke6ng
and
Branding
• Products
vs.
Brands
• Look
at
Marke'ng
Process:
• Analyzing
Marke'ng
Opportuni'es
• Segmenta'on,
Targe'ng
and
Posi'oning
• Developing
Marke'ng
Strategies
and
7P’s
• Planning
Marke'ng
Programs
• Execu'ng,
Managing
and
Evalua'ng
Marke'ng
Efforts
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

10. Marke6ng
Flows
• Physical
Flow
• Title
Flow
• Payment
Flows
• Informa'on
Flow
• Promo'on
Flow
• Suppliers,
Intermediaries,
Transporters,
Wholesalers,
• Dealers,
Retailers,
Banks,
Marke'ng
Firms,
• Adver'sing
Agencies,
Media,
Customers,
Users
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

11. Reputation to overall gains
Strategically connected with clients, engaging and
involving them:
• How to get closer to customers?
• To build brand awareness and enhance loyalty?
• To position new products and services for the effective
market penetration?
• To fulfill what customers really desire?
Specialties
Brand Strategy, business entry & planning, product
development, internet marketing, trade distribution,
public private partnerships, sustainable tourism
management and investment promotion.
Crafting, Operationalizing and
Implementing Growth
Strategies to maximize
opportunities in emerging
geographies;
experience as my strong
resource and capability
Sachin
Bansal
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal
Product vs. Brand

12. SACHIN BANSAL- Chief Explorer
INDIA : +91 97111 90192
sb@creatingdemand.org
www.creatingdemand.org
facebook.com/creatingdemand
DELHI LONDON MELBOURNE NEW YORK ITALY
Tourists travel – and arrive – both in hope, and with great expectations.
www.crea'ngdemand.org
Copyright
2014-­‐2015
Presenta'on
by:
Sachin
Bansal