gives information about how does branding work

1. What is brand, and how dose branding work?
By Sanket Badhe

2. What is a Brand ?

3. Brand is a name, term, sign,
Symbol, or design, or a
combination of Them, intended to
identify the goods Or services of
one seller or group And to
differentiate them from those of
competitors

4. The Earliest signs of branding in Europe were the
medieval Guild’s requirement that craftspeople put
trademark on their Products to protect their
customer against inferior quality.

5. In the fine arts, branding began with artist signing their works.

8. The Role Of Brands
1. Brand for consumer
2. Brand for Firm
3. Brand for product

9. They simplify product
handling Or tracing.
brands help to organize
Inventory and
accounting records.
A brand also offers the
firm legal
Protection for unique
feature or aspect
Of the product .
2. Brand for firm

10. 1. Brand for consumer
Consumer may evaluate the
identical product Differently
depending how it is branded.
They
Learn about brands through
past experiences with the
product and its marketing
program, finding out which
brands satisfy their needs and
which do not.

11. 3. Brand for Product
A credible brand signals a
certain levels Of quality so
that satisfied buyers
Can easily choose the product
again and again. In this sense,
branding can be a powerful
means to secure a
competitive advantage .

12. One research study that
provoked about
The effects of marketing on
children showed that
preschoolers Felt identical
McDonald’s food items-even
carrot, Milk, and apple juice –
tasted better when wrapped in
McDonald’s familiar packaging
in unmarked wrappers

13. The Scope of

14. For branding strategies to be
successful and brand value to be
created, Consumer must be
convinced there are meaningful
differences Among brands in the
product or services category
service category .

15. Brand difference often relate to attributes or benefits
of the product itself
Others Brands create competitive advantage through
nonproduct-related means

17. “Created by Sanket Badhe, IIT
Roorkee, during an internship
with Prof. Sameer Mathur,
IIMLucknow,
www.IIMInternship.com ”