Branding+Elements+and+Strategies(2)

8/9/2019 Branding+Elements+and+Strategies(2)

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BRANDING ELEMENTS ANDSTRATEGIES

Branding, Packaging,and Labeling

Branding, Packaging,and Labeling


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What is a Brand?

In article in the Financial Times described a brand as

something that 'exists in the collective mind of the consumer.

Wally Olins, a leading authority on branding, defines it as an

organization's 'personality'.

Others have said that: 'The brand is the value endowed to the

customer Brand equity


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In your marketing textbooks

A brand is a name, term, design, symbol, or combination of these

elements that identifies a product or service and distinguishes it from

its competitors.

The use of brands is important in product planning for several

reasons:

To build product recognition, motivate buyers and concrete customer

loyalty

To ensure quality, consistency & confirm your credibility

To connect with your target prospects emotionally and capitalize on

brand exposure


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A brand comprises of

Tangible

Product

Packaging

Labeling

Attributes

Functional benefits

Intangible

Quality

Emotional benefits

Values

Culture

Image

/


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Generic product: characterized by plain label, withno advertising and no brand name Rice, Kerosene

Similar to Generic drugs in pharmaceutical industry

GenericGeneric

ProductsProducts

CorporateCorporate

BrandsBrandsPrivate BrandsPrivate Brands

Captive BrandsCaptive Brands

Family BrandsFamily Brands

IndividualIndividual

BrandsBrands

TypesTypes

ofof

BrandsBrands


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Private brands: brand name placed on products

marketed by wholesalers and retailers. Food Bazaar has adopted labels like Wow

Premium sanitary napkins, insecticide spray Quit,

Tasty Treat Kasundi , & Maniars Khakra .

GenericGeneric

ProductsProducts

CorporateCorporate

BrandsBrands

PrivatePrivate

BrandsBrands




BrandsBrands

TypesTypes

ofof

BrandsBrands

Private brands are popular with retailers because they usually carry higher gross

margins and thus are more profitable for the seller than manufacturer brands.


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Captive brands: national brands that are sold

exclusively by a retail chain Form of private branding

GenericGeneric

ProductsProducts

CorporateCorporate


CaptiveCaptive

BrandsBrands



BrandsBrands

TypesTypes

ofof

BrandsBrands

Arvind Mills New Port Jeans to beArvind Mills New Port Jeans to be

exclusively available in Future group storesexclusively available in Future group stores


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Family brand:A brand that is used on two or moreindividual brands.

It is also referred to as Umbrella Brand e.g.

Electrolux

GenericGeneric

ProductsProducts

CorporateCorporate



FamilyFamily

BrandBrand

Individual BrandIndividual Brand

TypesTypes

ofof

BrandsBrands

Noodles

SoupsSeasoning

SavorsSauces

Sopasetc


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Individual brand: Unique brand name thatidentifies a specific offering within a firms product

line and that is not grouped under a family brand.

House of Brands or Multi-brand strategy:- Different

brand names under one company. e.g. P & G Tide,

Dash, Salvo etc.

GenericGeneric

ProductsProducts

CorporateCorporate



Family BrandFamily Brand


BrandBrand

TypesTypes

ofof

BrandsBrands


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ELEMENTS OF BRANDING

A brand ; is a name, term, design, symbol, or

combination of these elements that identifies a

product or service and distinguishes it from itscompetitors. Brands include elements such as:

Brand names

Trade names

Brand marks

Trade characters

Trademarks

brand

A name,term,design,symbol,orcombinationofthese

elementsthatidentifiesabusiness,product,orserviceanddistinguishesitfromitscompetitors.


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A trade name ;, or a business/commercial name is

a name which a business trades under for

commercial purposes. Sometimes it is also trademark

or corporate brand name.

e.g. Commercial name:- Aspirin

Chemical name: Acetylsalicylic acid

trade name

A phraseorsymbolthatidentifiesandpromotesa

companyoradivisionofaparticularcorporation;alsoknownasacorporatebrand.


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A brand mark ; is a unique symbol, coloring,

lettering, or other design element. It is recognizable

visually and does not need to be pronounced.

brand mark

A uniquesymbol,coloring,lettering,orotherdesign

elements.


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A trade character ; isbrandmarkthathashuman

formorcharacteristics.

tradecharacter

A brandmarkthathashumanformor

characteristics.


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A trademark ; is a word, name, symbol, device, or

combination of these elements that is given legal

protection by the federal government. Trademarks are

used to prevent other companies from using a similar

element that might be confused with the trademarked

one.

http://www.patentoffice.nic.in/tmr_new/default.htm

trademark

A brandname,brandmark,tradename,tradecharacter,

oracombinationoftheseelementsthatisgivenlegalprotectionbythefederalgovernment.


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Branding Strategies

Brand extensions Crocin, Crocin Pain Reliever, & Crocin Flu Cold

Brand licensing Kinetic Motor Company Sublicensing the

KINETIC brand name to Mahindra Two Wheelers

Hybrid branding Sony Viao, Sony PSP, & Microsoft X-Box

Mixed branding Less common Company manufactures for the

store and also has its own corporate/individual brand e.g.

Michelin tires sell own brand of tires at Sears and also

manufacture private label tires for sears.

Co-branding ICICI & HP


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A package ; is the physical container or wrapping

for a product. Developing a products package isan integral part of product planning and promotion

because the package is a selling tool.

package

Thephysicalcontainerorwrappingforaproduct.

PACKAGING


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Functions of Packaging

Packagingfulfillsseveralfunctions,including:

Promotingandsellingtheproduct

Definingproductidentity

Providinginformation

Expressingbenefitsandfeatures

Ensuringsafeuse

Protectingtheproduct


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Blisterpacks ; are packages with preformed

plastic molds surrounding individual itemsarranged on a backing.

blisterpack

Packagingwithpreformedplasticmoldssurrounding

individualitemsarrangedonacardboardbacking.

BLISTERPACKS


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Aseptic packaging ; involves separately

sterilizing the package and the food product, and

filling and sealing the package in a sterile

environment. Canning and bottling are examples

of this method, which keeps food fresh for up to

six months.

asepticpackaging

A foodstorageprocessthatkeepsfoods

freshwithoutrefrigerationforuptosixmonths.

ASEPTIC PACKAGIN


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Cause packaging ; involves using packages to

promote social and political causes. The issues onthe packages may be totally unrelated to the

products inside.

causepackaging

Packagingthatisusedbycompaniesto

promotesocialandpoliticalcauses.

CAUSE PACKAGING


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A label ; is an information tag, wrapper, seal, or

imprinted message that is attached to a product orits package. Its main function is to inform

customers about the products contents and give

directions for its use.

label

Aninformationtag,wrapper,seal,orimprinted

messagethatisattachedtoaproductoritspackage.

LABEL


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Labeling

Therearethreekindsoflabels:

Brand

Descriptive

Grade


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The brand label ; gives the brand name,

trademark, or logo. It does not supply sufficientproduct information.

brand label

Labelgivingthebrandname,trademark,orlogo.

LABELING


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A descriptive label ; gives information about the

products use, construction, care, performance,and other features.

descriptivelabel

A labelthatgivesinformationaboutthe

productsuse,construction,care,performance,andotherfeatures.

LABELING


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A grade label ; states the quality of the product.

grade label

A labelthatstatesthequalityoftheproduct.

LABELING


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Branding+Elements+and+Strategies(2)