Creating Brand Creating Brand EquityEquity

By:- Kunal Upadhyay

What is Brand??What is Brand??• A name, term, sign, symbol or

design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Role of BrandRole of Brand

• Identify the maker

• Simplify product handling

• Organize accounting

• Offer legal protection

•Signify quality

•Create barriers to entry

•Serve as a competitive advantage

•Secure price premium

The Scope of BrandingThe Scope of Branding• Endowing products and service with the

power of a brand.• Marketer can apply branding virtually

anywhere a consumer has a choice. It is possible to brand a physical good (Lux soap, Tata nano), a store (Big bazar, pantaloons), a service (Jet airways, icici bank), a person (Aamir khan, sachin tendulkar), a organization (Unicef, red cross), or an idea (Family planning, blood donation, freedom of speech )

Brand EquityBrand Equity

• The way consumer think, feel, and act with respect to the brand.

• The differential effect that brand knowledge has on consumer response to the marketing of that brand known as consumer-based brand equity.

• Brand knowledge consists of all the thoughts, feelings, experiences.

Division a Brand Strategy Division a Brand Strategy • Develop new brand elements• Apply existing brand elements• Use a combination of old and new• Line extension• Category extension• Licensed product• Brand line• Brand mix

Brand NameBrand Name

• Individual names• Blanket family names• Separate family names• Corporate name/individual name combo

Brand ExtensionBrand Extension

• Advantages of brand extension – Improved odds of new-products of success– Positive feedback effects

• Disadvantages of brand extensions– Brand dilution