1. BRANDING DECISIONS
BRAND
Meaning
Brand is a name, term, symbol or a design or a combination
of them which is intended to identify the goods or services of
one seller or group of sellers and to differentiate them from
those of competitors.

2. E.g..
Lux
555 cigarette
Bata shoes
Coca-cola
Pepsi
McDonalds
HP
Honda
Rado

3.  BRANDING
Branding is the process of identifying the name of a
producer with his product by affixing to the product or its
container the trade name or brand represented by words or
design.
 BRAND NAME
A Brand name consists of words letters or numbers which
may be vocalized or pronounced , e.g.. Pepsi, Whirlpool
etc.

4.  BRAND MARK
Brand mark is the part of brand which appears in the form
of a symbol, design or distinctive coloring or lettering. It
could be recognized only by sight but may not be
pronounceable, e.g.. The symbol of Air India, symbol of
Vodafone etc.
 TRADE MARK
When a brand name or brand mark is registered and
legalized it becomes a trade mark.

5. •TRADE NAME
A trade name is the name of business, preferably the name of
the organisation itself. A trade name may also be a brand
name.
Eg. TATAs Jasmine soaps, hair oil, powder etc.
MTR Pickle, Rasam Powder etc.

6. BRAND EQUITY
The overall strength of a brand in the marketplace and its
value to the company that owns it.
BRAND LOYALTY
The level of commitment that customers feel toward a given
brand as represented by their continuing purchase of that
brand.

7. Functions of Branding
• Product Identification
• Product Differentiation
• Eliminates Imitation
• Denotes standard or quality of the product
• Trade mark ensures legal right
• Helps for brand loyalty
• Helps in packaging
• Helps advertising
• Helps salesmanship
• Helps for price differentiation
• Helps to sell the products easily
• Helps for repeated sales

8. METHODS OF BRANDING
•Using the name of the manufacturer
Godrej furniture, Ford motors, Britannia biscuits, Bata shoes,
Tata hair oil etc.
•Using a special Name
Hamam soap, Prince blade, Parker pen, Camel pencil etc.
•Using a number
501 bar soap, 30 beedies, 555 cigarette etc.
•Using a special symbol or a design
Monkey brand toothpowder, Key brand kerosene, Elephant
brand cigarette, Scissors cigarette, Camel brand ink, stag
brand umbrella.

9. BRANDING STRATEGIES
Brand strategy is an indication as to how a concern chooses
to use branding as an integral part of its overall marketing
strategy.
Different brand strategy options
•Single-Brand or Blanket Brand or Family Brand or Umbrella
Brand Product strategy:
It refers to the use of a single brand name by a concern for all
the products sold by it, whether the brand name is that of a
family, firm or an individual.

10. Eg.
Godrej- Soap, Refrigerator, Almirah, Hair dye, Cosmetics
Kissan- Squashes, sause, jams, ketch up
Vimal- Suiting, Shirting, accessories.
Maggi- Noodles, sause
Tata- Steel, oil, watches, salt, tea, machinery, automobiles
L&T- switches, control gears, change over switches,
telecommunication equipments.
Bata- Shoes and socks
Ponds- cold cream, soap, talcum powder

11. • Multi Brand Product Strategy:
It refers to the practice of offering each product in a product
category under a separate brand name.
Eg. HLLs Lux, Pears, Rexona, Lifebuoy etc.
• Distributors Brand or Private Brand Strategy:
It is a brand strategy under which a manufacturer may opt to
introduce his products under a distributors brand name.
• Mixed Brand Strategy:
It is a brand strategy under which a manufacturer offers his
products to consumers partly under his own brand name and
partly under distributors brand name.

12. BRANDING DECISIONS IN INTERNATIONAL
MARKETING
Branding has become management technique as it
involves considerations of alternatives and choosing
the best alternative.
1.TO BRAND OR NOT TO BRAND
Branding- costly and risky
Difficult to identify the product without branding
In advanced countries people shift to non branded
goods- look at reasonable price.

13. BRANDING DECISIONS IN INTERNATIONAL
MARKETING
2. MANUFACTURER’S BRAND OR PRIVATE
BRAND
Many Indian firms are manufacturing products for
private brands of the foreign sellers.
Difficult to sell the products in the international market
under local and unfamiliar brands.
Even goods exported under Indian brands are
repacked abroad and sold under foreign brand
names.

14. BRANDING DECISIONS IN INTERNATIONAL
MARKETING
3. SAME BRANDS OR DIFFERENT BRANDS
Same brands for all the countries
Different brands for the different countries
One brand for domestic country and same brand for
all foreign countries.

15. BRANDING DECISIONS IN INTERNATIONAL
MARKETING
GLOBAL BRANDS
Pepsi, coca-cola, McDonalds, Philips.
Because of cultural differences, it is not possible to
have same brands for all the countries.
E.g.- colors, numbers, symbols etc.- different
meanings in different countries.
NOVA in Spanish means “It does not move”.

16. BRANDING DECISIONS IN INTERNATIONAL
MARKETING
Following points must be considered
• A word has/does not have dictionary meaning from
canon to Kodak
• A word which projects quality or user advantage-
Sleep well
• A word which is commonly spoken across the
world- Good Year, Apple
• A word which is or not hyphenated- Coca-Cola,
Pepsi
• A product technology understandable to the buyer-
BSNL 3G
• A word which has the regional importance and can
easily be made known to the international buyer
Lenovo, IBM, Infosys, Wipro.

17. BRANDING DECISIONS IN INTERNATIONAL
MARKETING
ADVANTAGES OF GLOBAL BRANDS
• It makes market entry easy
• It reduces the promotional expenses
• It helps to generate good sales
• Easy to compete

18. BRANDING PROBLEMS IN INTERNATIONAL
MARKETING
• It is difficult for a small firm to promote its brand
internationally- because of heavy cost
• Established foreign importers and distributors
discourage use of exporters brand- they have their
own brand name
• Cultural differences make international branding
difficult

19. BRANDING PROBLEMS IN INTERNATIONAL
MARKETING
• Sometimes world famous brands have been
already registered by somebody else in a country
where MNC is now entering.
• In some countries there is restriction in using
foreign brands- prefixing or suffixing an Indian word
is must.
E.g.- Lehar Pepsi, LML Vespa, Swaraj Mazda, Hero
Honda, Maruti-Suzuki, Bajaj Alliance, etc.

20. SCOPE FOR USE OF INDIAN BRANDSIN
INTERNATIONAL MARKETING
• Indian brand names may be used when niche
marketing strategy is employed.
Niche marketing means concentrating on a market
segment that is not satisfactorily served or
which is ignored by the major players.
E.g.- In the US toothpaste market, dominated by
large MNCs, Balsara identified a niche for a
herbal dental product.
Vicco identified a niche for a sugar free
toothpaste- Vicco SF

21. SCOPE FOR USE OF INDIAN BRANDSIN
INTERNATIONAL MARKETING
• Indian brands may be used when the export is
made to foreign firms who do not have their own
brands- push strategy.
• After gaining experience in export business Indian
firms can sell on their own brands, while exporting
without brands.
• An Indian company may buy a foreign brand or a
company
E.g.- In 1994 Arvind Mills acquired Europe's THE BIG
MILL

22. SCOPE FOR USE OF INDIAN BRANDSIN
INTERNATIONAL MARKETING
• Indian Companies can combine their brands with
foreign brands. E.g. – Tata-Tetley
• Several firms may jointly promote a common brand
• Using logo along with brands will help the
companies to promote their brands.
• E.g.- Tea board successfully promoted the
Darjeeling logo in the foreign market.

23. PACKAGING DECISIONS
Packing
Packing means covering, wrapping and crating of goods
into a package before they are transported or stored.
Packaging
Packaging is the use of containers and wrapping materials
plus decoration and labeling to protect the product, to help
and promote its sales, and to make it convenient for the
customers to use the product.

24. PACKAGING DECISIONS
In International marketing much attention should be
given.
Goods may be rejected because of poor packaging
even though quality is good.

25. FUNCTIONS OF PACKAGING
 Protection from various kinds of damages
 Preservation
 Presentation
 Convenience
 Economy- prevents loss
 It explains about the product
 Projects popularity of the producer
 Provides innovational opportunities
 Acts as an advertisement
 It facilitates transportation, handling and storage
 Helps for legal requirements

26. FACTORS INFLUENCING PACKAGING DECISIONS
 Physical characteristics- weight, fragility, rigidity,
surface finish etc.
 Physio-chemical characteristics- effect of moisture,
oxygen, light, flame, bacteria, fungus, chemical action
etc.
 Economy- cost must be reduced.
 Convenience- easy to open an close, easy to dispose,
easy to recycle, easy to identify, easy to handle, easy
to display etc.

27. SPECIAL CONSIDERATIONS IN INTERNATIONAL
MARKETING
 Regulations in foreign countries- standards must be
followed- local languages.
 Buyer’s specifications- Importers specifications
 Socio-cultural factors- customs, traditions, beliefs.
Blue- feminine and warm in Holland
Masculine and cold in Sweden
Green- Favorite in Islamic countries
In Malaysia associated with illness
White- Death and mourning in China and Korea
Happiness and bridal dress in some countries
Red- Popular in communist countries
National distaste in some African countries.

28. SPECIAL CONSIDERATIONS IN INTERNATIONAL
MARKETING
 Retailing characteristics- In self service stores it should
be attractive, describe product feature, give consumer
confidence etc.
 Environmental factors- weather and climate factors-
origin, transit and market.
 Disposability- Recyclability, Environment friendly,
reusability etc.

29. IMPORTANCE AND REQUIREMENTS OF EXPORT
PACKING
 Should ensure safe and easy transport of products
 Shipping company will not be responsible for poor
packing
 Insurance company may not bear the risk
Packing should satisfy the following conditions
 Capable of withstanding the hazards of handling and
transport
 Hooks, handles, grippers must be provided
 Position should be clearly indicated ‘ Side Up’
 Glass with care, fragile must be mentioned
 It should facilitate quick examination
 If possible contents must not be disclosed
 Guidelines must be strictly followed

30. IMPORTANCE AND REQUIREMENTS OF EXPORT
PACKING
Three most important considerations in Packaging
 SAFETY
 CONVENIENCE
 ENVIRONMENTAL IMPACT

31. PACKAGING POLICIES AND STRATEGIES
• Strategy of Periodic Packaging Changes
A firm may make periodic changes in product
packages.
•Family Packaging
It is a kind of packaging strategy in which packages of
the entire product line closely resemble one another.
E.g.. Old Spice shaving cream, after shave lotion and
other related items have identical packages- picture of
a white bright ship on them.

32.  Re-use Packaging
It is a strategy in which the marketer offers product in such
a package which may be reused for other purposes after
the product has been taken out of the package or
exhausted.
 Multiple Packaging
It is a strategy in which a number of heterogeneous
products are placed and supplied in a single package.
E.g. A shirt, tie and a kerchief
tools
thread, needle, scissors etc.

33. Ecological Packaging
It is a kind of packaging strategy in which a firm formulates
such a packaging strategy as to protect the physical
environment.
Returnable containers
light weight materials
Recycling materials

34. TYPES OF PACKAGING
 Transit Packaging
 Consumer Packaging
 Bulk Packaging

35. PACKAGING DECISIONS
A decision taken in respect of packaging of product is
known as packaging decisions.
 Need for protection
 Product differentiation
 Package design- colour, size, shape
 Package size
 Package cost

36. PACKAGING MATERIALS
 Earthen wares
 Straw baskets
 Paper bags
 Gunny bags
 Wooden boxes
 Cardboard boxes
 Glass wares
 Tin containers
 Plastic containers
 Metals

37. PACKAGING MATERIALS
 Netherlands forbids the use of straw packing
 South Africa and New Zealand both insist on declarations
that timber used in packing is free from certain diseases
 Export of Food products to USA must conform to the
provisions of US Food and Drugs Act.
 Australia bans the import of any packing material
containing vegetable matters.

38. ROLE OF IIP IN EXPORT PACKAGING
 Cardamom- Half, One and Two Kgs in Plastic containers
 Mangoes- Paper Board packaging
 Handicrafts- Using plastic foams
 Grapes- Paper based packaging