What Is Brand Management?

increase the perceived value of a

product line or brand over time.
Brand management is a function of  Effective brand management helps
marketing that uses techniques to a company build a loyal customer
increase the perceived value of a base and helps fuel a company's
product line or brand over time. profits.
Effective brand management enables  A brand manager ensures the
the price of products to go up and innovation of a product or brand,
builds loyal customers through positive creating brand awareness via the
brand associations and images or strong use of price, packaging, logo,
awareness of the brand. associated colors, and lettering
format
Developing a strategic plan to maintain  Brand equity refers to the value a
brand equity or gain brand value company gains from its name
requires a comprehensive recognition, enabling it to be the
understanding of the brand, its target popular choice among consumers
market, and the company's overall even when compared to a generic
vision. brand with a lower price point

Brand management How Brand Management Works:

- begins with an analysis on how a  Brands have a powerful influence
brand is currently perceived in the on customer engagement,
market, proceeds to planning how the competition in the markets, and the
brand should be perceived if it is to management of a company. A
achieve its objectives and continues strong brand presence in the
with ensuring that the brand is market differentiates a company’s
perceived as planned and secures its products from its competitors and
objectives. creates brand affinity for a
company’s products or services.
Developing a good relationship with  A brand that has been established
target markets is essential for brand has to continually maintain its
management. Tangible elements of brand image through brand
brand management include the management. Effective brand
product itself; its look, price, and management increases brand
packaging, etc. The intangible elements awareness, measures and manages
are the experiences that the target brand equity, drives initiatives that
markets share with the brand, and support a consistent brand
also the relationships they have with message, identifies and
the brand. A brand manager would accommodates new brand
oversee all aspects of the consumer's products, and effectively positions
brand association as well as the brand in the market.
relationships with members of the  It takes years to establish a brand,
supply chain. but when it finally occurs, it has to
still be maintained through
KEY TAKEAWAYS innovation and creativity. Notable
 Brand management is a function of brands that have established
marketing that uses techniques too themselves as leaders in
their respective industries over the beliefs the consumer has about the
years include Coca-Cola, McDonald’s, brand.
Microsoft, IBM, Procter & Gamble, Brand image - refers to an image an
CNN, Disney, Nike, Ford, Lego, and organisation wants to project; a
Starbucks. psychological meaning or meaning
profile associated with a brand.
Branding Terminology Brand personality - refers to "the set of
Brand associations - refers to a set of human personality traits that are both
information nodes held in memory that applicable to and relevant for brands".
form a network of associations and are Self-brand congruity - draws on the
linked to a key variable. For example, notion that consumers prefer brands
variables such as brand image, brand with personalities that are congruent
personality, brand attitude, brand with their own; consumers tend to form
preference are nodes within a network strong attachments with brands where
that describes the sources of brand-self the brand personality matches their
congruity. In another example, the own.
variables brand recognition and brand Brand preference - refers to
recall form a linked network that "consumers' predisposition towards
describes the consumer's brand certain brands that summarise their
awareness or brand knowledge. cognitive information processing
Brand attitude - refers to the "buyer's towards brand stimuli".
overall evaluation of a brand with
respect to its perceived ability to meet a Brand Orientation
currently relevant motivation” Brand orientation refers to "the degree
Brand awareness - refers to the extent to which the organization values
to which consumers can identify a brands and its practices are oriented
brand under various conditions. towards building brand capabilities".
Marketers typically identify two distinct
types of brand awareness; namely It is a deliberate approach to working
brand recognition and brand recall. with brands, both internally and
externally. The most important driving
Cont. Branding Terminology force behind this increased interest in
strong brands is the accelerating pace of
Brand equity - Within the literature, it is globalization. This has resulted in an
possible to identify two distinct ever-tougher competitive situation on
definitions of brand equity. Firstly an many markets.
accounting definition suggests that
brand equity is a measure of the A product's superiority is in itself no
financial value of a brand and attempts longer sufficient to guarantee its
to measure the net additional inflows as success.
a result of the brand or the value of the The fast pace of technological
intangible asset of the brand. A development and the increased speed
different definition comes from with
marketing where brand equity is which imitations turn up on the market
treated as a measure of the strength of have dramatically shortened product
consumers' attachment to a brand; a lifecycles.
description of the associations and
The consequence is that product- 5. Wyndham
related competitive advantages soon Mission Statement: Wyndham’s
risk mission is to be the global leader in
being transformed into competitive travel accommodations, welcoming
prerequisites. For this reason, their guests to iconic brands and
increasing vacation destinations through their
numbers of companies are looking for signature Count On Me! service.
other, more enduring, competitive Total Properties: 7,500
tools – such as brands. Rewards Program: Wyndham Rewards

The World’s Top Hotel Brands and INFLUENCER MARKETING

Their Properties
Brand Ambassador
1. Hilton Hotel and Resorts A brand ambassador (sometimes also
Mission Statement: Hilton’s (NASDAQ: called a corporate ambassador) is a
HLT) mission is to be the preeminent person who is hired by an organization
global hospitality company — the first or company to represent a brand in a
choice of guests, team members, and positive light, and by doing so, help to
owners alike. increase brand awareness and sales.
Total Properties: Globally 4,200 hotels The brand ambassador is meant to
in 93 countries and territories embody the corporate identity in
Rewards Program: Hhonors appearance, demeanour, values and
ethics. The key element of brand
2. Hyatt Hotel Corporation ambassadors is their ability to use
Mission Statement: Hyatt’s mission is to promotional strategies that will
provide authentic hospitality by making strengthen the customer-product-
a difference in the lives of the people service relationship and influence a
we touch every day. large audience to buy and consume
Total Properties: 445 more.
Rewards Program: World of Hyatt
The term brand ambassador loosely
3. Marriott refers to a commodity which covers all
Core Values: Marriott’s core values types of event staff, varying between
include “putting people first, pursuing trade show hosts, in-store promotional
excellence, embracing change, acting members and street teams.
with integrity and serving our world.”
Total Properties: 7,000+ Previously, the job of a brand
Rewards Program: Marriott Bonvoy ambassador was undertaken typically
by a celebrity or someone of a well-
4. InterContinental Hotels Group (IHG) known presence, who was often paid
Mission Statement: IHG’s mission is to considerably for their time and effort.
create great hotels guests love. Nowadays however, a brand
Total Properties: 5,656 ambassador can be anyone who has
Rewards Program: IHG Rewards Club knowledge or can identify certain needs
a brand is seeking.
The brand ambassador's job is to drive defines them as "a range of third parties
results through communication tools who exercise influence over
either publicly, such as social media, or the organization and its potential
privately including emails, messaging customers.
and further one-to-one channels. 2. Another defines an influencer as a
"third party who significantly shapes the
Influencer marketing -- is a form of customer's purchasing decision but may
social media marketing involving never be accountable for it.
endorsements and product placement 3. According to another, influencers are
from influencers, people and "well-connected, create an impact, have
organizations who have a purported active minds, and are trendsetters
expert level of knowledge or social
influence in their field. Influencer And just because an individual has
content may be framed as testimonial many follows does not necessarily mean
advertising; influencers play the role of they have much influence over those
a potential buyer, or may be involved as individuals, only that they have many
third parties. These third parties can be followers.
seen in the supply chain (such as
retailers or manufacturers) or as value- PPT
added influencers, such as journalists,
academics, industry analysts, and Brand Introduction
professional advisers.  American Marketing Association
(AMA) defines a brand as a "name,
Influencer Marketing is also important term, sign, symbol, or design, or a
through social comparison theory. As combination of them, intended to
psychologist reports, influencers serve identify the goods and services of
as a comparison tool. Consumers may one seller from those of
compare influencer lifestyles with their competition."
imperfections. Meanwhile, followers -Whenever a marketer develops a new
may view influencers as people with identity, in the form of name, logo, or
perfect lifestyles, interests, and dressing symbol for a new product or service, he
style. As such, the promoted products or she has indirectly designed a brand.
may serve as a shortcut towards a -Marketers can thus build a brand in the
complete lifestyle. Psychologist study eyes of the buyers virtually anywhere
finds women with low self-esteem the buyer has a choice.
compare themselves to the influencers.
As such, they elevate the status of Branding
influencers above themselves. When  Example- Pepsi vs Coke
using an influencer, a brand may use  Branding is all about creating
consumer insecurities to its benefits. differences between products.
For this reason, influencer marketing  Branding is a process that includes
may lead to faulty advertising. creating a quirky name and image
for a product in the consumer's
INFLUENCER mind, principally through
1. There is a lack of consensus about advertising campaigns with a
what an influencer is. One writer consistent theme. It is all around
 creating a point of difference Importance of Branding To Firms
among similar looking products.
 It intends to establish a 1. ldentification Of The Market
differentiated presence in the  A Brand name recognizes the
market that pulls and retains loyal market that it serves which in turn
customers. helps in assigning the
 Branding helps the marketers in responsibilities in the distribution
educating the consumers about phase such as warehousing,
"who" the product is by giving it a classifying selling and after-sale
name and other brand elements to service.
identify as well as what the product Example
does and why consumers should Coca Cola sells 3,500 brands globally as
consider buying it. a group company

Importance of Branding to Consumers 2. Legal Protection

Easy decision making  A brand name also offers legal
With the experience and search of protection for the branded
information the buyers can make products. It does so through
decisions swiftly and easily for deciding trademarks, patents and copyrights
about the purchase of the brand.  Registered trademarks protect the
Example: Uber brand name.
 Registered patents protect the
Reduce the risks in product decisions. manufacturing processes of the
Customers may identify different firm.
types of risks involved in buying and  Copyrights of unique designs
utilizing a protect packaging
information, the buyers can make Example:
product such as; Starbucks, the world's largest coffee
Functional risk: When the product franchise, sued 'SardarBuksh, a Delhi
under performs and does not meet up (India) based coffee chain in 2018,
deciding about the purchase of the which had 25 outlets for using a similar
to the expectations. sounding name and logo.
Physical risk: When the product poses a
threat to the bodily well-being of the 3. Unique Association
user or others.  Associations are the effect of
Financial risk: When the product is not different feelings and images the
worth the amount spent. brand plants in the minds of the
Social risk: When the product results in consumers.
social embarrassment. Example:
Time risk: When the failure of the Coca-Cola is one great example of a
product results in an opportunity cost brand that connects emotionally with
of finding another product that meets consumers, thanks to the feeling of
the needs. happiness it is associated with.
Coca Cola's "Choose Happiness"
campaign showed how to use emotions
to connect with the public.
4. High Market Share Example
 High positive customer perception NETFLIX and WWF
about the brand leads to organic
and elevated earnings which result Product Brand
in higher market share for the Individual Product
organization.  The companies whose first or most
 A happy customer recommends the popular product defines them are
same service which met their needs called product brands.
to other contacts that help in  Generally, tangible products like
getting more customers. cars, lifestyle products and
Example household items are linked to
AirPods, with a 60% of global market product brands.
share is way ahead of the competition,  These include either specific
which comprises of wireless earbuds products (individually) or a group of
from brands such as Jabra, Samsung, products (product range).
and Bose.  Product Range: A product range is
exhibited by a majority of
5. Acts As An Entry Barrier To Other automobile brands.
Brands  Toyota -It has many unique models
 A strong brand that meets under its brand name.
customer needs efficiently creates a Example-Model 3. (1car)
barrier to the entry of other brands Product Range (Toyota)
into the market. This is due to the
brand loyal customers that take a Service Brand
long time to switch to another  Other than it adding a distinguished
brand or not at all value to services, service brand is
similar to product brands.
6. Branding builds Financial Value  Since the offerings of service brands
 Brands can be measured in financial are not as well defined as tho0se of
terms and can be found on the product brands, it is more
asset side of the balance sheet challenging to develop.
 Strong and successful brands can  Some service brands that got really
be bought and sold by the famous in the last year are Zomato,
organization. Uber, Netflix and Airbnb.
Example
WhatsApp acquisition by Facebook Corporate Brand
Facebook, Inc. announced it was taking  When companies promote their
over WhatsApp for US$19 billion on brand name instead of promoting
February 19, 2014. their services or products, it is
called corporate branding.
7. Branding improves recognition  Since the range of a corporate
 A logo is one of the significant brand is wider than that of services
components of the company's or products, the thought process
brand. A professional logo design is and activities associated with
simple to remember and catchy corporate branding are diferent.
enough to give the desired  The belief that "a corporate brand
recognition to the company. will potentially have a rich heritage,
 assets and capabilities, people,  The fact that no animal testing
values and priorities, a local or happens in any of Body Shop's
global frame of reference, productions was confirmed by
citizenship programs, and a them.
performance record" is what gives  They announce that they do not sell
assurance to consumers. in China anymore.
 Natura, their parent company, 1S
Place Brand crueity-free as well.
 These are also referred to as city or
destination brands. Activist Brand (continued)
 These brands are built around a city Example-Lush
or region in order to interrelate  Although Lush is a vegetarian
specific ideas (instead of facilities) company, it is not a completely
with the location. vegan brand.
 These are majorly used to allure  80% of its products are currently
investors, residents, businesses and vegan friendly.
tourists.  Although, they still use ingredients
 Since service providers and citizens like lanolin, honey, milk and eggs
are actively accountable for the which are not vegan but are good
experiences provided by place for the hair or the skin.
brands, getting them on board is an  Apart from that, Lush's primary
important success factor. area of focus is animal rights.
 Since 2007, neither does company
Personal Brand sell products that are not cruelty-
 Personal brands are also referred to free not does it source ingredients
as an individual brand. that are tested on animals.
 These are the brands that are built
around individuals, generally to Ingredient Brand
heighten their career opportunities.  When an element brand builds on
Examples another brand's value through its
Generally, this is linked to people's way offering, the component brand is
of marketing and representing called ingredient brand.
themselves through media.  Compare to OEM offerings, the
 Angelina Jolie main elements that add to the final
 Oprah Winfrey value proposition in manufacturing
 Barack Obama are ingredient brands.
 Dwayne the Rock Johnson Example: Bose Speakers inside
 Donald Trump Automobiles | Intel Chips.

Activist Brand Event Brand

 These are also referred to as  Events that provide its attendees
purpose brands. with a uniform branded experience
 These are the brands who's are produced by Event brands.
corresponding purpose or cause is  This creates deep-rooted consumer
what makes up their unique image loyalty.
in front of consumers.
 This is the main reason for service  It is very easy to copy a product.
or product brands sponsoring (e.g. Car)
events.  A company creates a product. (e.g
 Being a part of the ordeal is their bike)
attempt at leveraging the  General functions are performed by
sentiment linked to the event. the product. (Retailer)
 The nature of a product could be
Luxury Brand tangible or intangible.
 These are esteemed brands that  A product can become obsolete
endorse their customers and add to over time.
their social status.  It can be replaced by another
 The fine line between reality and product.
actuality must be mediated by  A product is more about selling to
luxury brands. consumers.
 This is done with the help of  Despite the product being great,
alliance, narrative and quality. sometimes it may fail to entice the
 The act of conveying the aim and buyers.
persona of these brands have been  Anonymous products are products
perfected by them. with no brand.
 They are constantly challenged by  With no brand, it is difficult for
"affordable luxury" brands. consumers to believe products so
 They're also at risk of failure due to that consumers can trust. the
changes in consumer confidence product or to become devoted to it.
and perception.

Private-Label Brand
Example: Great Value BRAND
 Also known as store brands or own  A brand is an entity
brands, they are owned by retailers An item which is available for
with a powerful identity in the sale in the market is called a product.
market.  It is a name, logo or symbol that the
 They may refer to quality products company uses.
for low cost, "select" the quality or  This is done so that the products
superior products. become easily identifiable in the
 The sales every year of Walmart's marketplace amidst all other
"Great Value" private label products.
amounts to approximately $27  Example: Puma Logo Vs. Nike Logo
billion.  A brand is what you want.
 Example: Louis Vuitton
Brand vs. Products - Differences  A brand can not be copied
PRODUCT  A brand has a prominent identity
 An item which is available for sale that cannot be duplicated.
in the market is called a product  Customers build a brand over time.
 Example: Sports shoes (Bike)
 A product fulfils your need. (e.g.  Customers are offered value by the
hand bags) brand. (Walmart)
 A brand can only be experienced.
 It is intangible.  SPOKESPERSON
 Brands remain forever  URLs
 Emotions of consumers are
targeted by brands. Brand Elements - Importance
 To convince consumers, the focal 01 Brand Elements promote brand
point of all strategies is on awareness.
activating and generating an 02 They aid in the creation of strong,
emotional attraction. favourable, and unique brand
 Brands act like magnets. associations.
 The designing of a brand is done to 03 They improve positive brand
entice consumers. experiences and feelings.
 Brands offer evaluation of products 04 They additionally provide a positive
so that consumers can trust. augmentation to the brand equity
which implies certain valued
Factors that contribute towards associations or responses.
building a Brand Ex. KFC
Uniqueness- Brands should be created
on an authentic ideas. Brand Elements- Selection Criteria
Example: Red Bull  Memorable- Easily recognized and
Personality- It is necessary to exhibit easily recalled.
the personality of a brand.  Meaningful- Detailed and
Ex. Louis Vuitton Persuasive
Reliability- A brand has to be  Likable- Entertaining and engaging
dependable by having rich visuals and aesthetic
Ex. FedEx appeal
Presence- Having striking visibility and  Transferable- In and across the
presence is what branding is about product categories and geographic
Ex. Tinder boundaries as well as Cultures.
Consistency- Engaging with consumers  Adaptable- Flexible and easy to
is extremely crucial for the brand to upgrade or update
survive.  Protectable- Legal and Competitive.
Ex. starbucks
Competitiveness- It's important for a Memorability- Brand elements that are
brand to deliver competitive value. unique and eye-catchy benefit in quick
Ex. Nike recall and recognition during purchase
or consumption.
Brand Elements -Introduction Meaningfulness
Brand elements, also known as brand  Brand elements tend to take on any
identities, are trademarkable kind of meaning, with the help of
components that help in identifying and either descriptive or persuasive
differentiating the brand. content.
BRAND ELEMENTS:  A brand element may convey one
 BRAND NAME of the following:
 LOGOS  Generic information about the
 CHARACTERS function of the product or service
 SLOGANS -E.G. Grammarly App
 PACKAGING
 Explicit information about the  Choose brand elements carefully
particular attributes and benefits of that can be legally protected on a
the brand-E.G. Cam Scanner App global level,
Likability-  Formally register them with the
 Irrespective of its memorability and appropriate legal entities, and
meaningfulness customers find a  Vigorously defend trademarks from
few brand elements aesthetically unauthorized competitive
appealing which is due to the infringement.
likeable visuals, verbal content Example:
marketed and other ways. In 2018, Us-headquartered global coffee
 Purchase of a brand depends on chain Starbucks sued SardarBuksh' a
the likability consumers have Delhi- based coffee chain with 25
towards it. outlets for using a similar sounding
 Example: PUBG Puma foodpanda name and logo.

Transferability Brand Elements- Selection Criteria

 Transferability estimates the -Conclusion
degree to which brand elements  Memorability, Meaningfulness,
can be applied to new products or and Likability are used by the
in new markets for the brand. advertisers for an offensive strategy
 For Example: The Amazon logo was and to build brand equity.
designed to express the message  Transferable, Adaptable,
that it retails everything from A to Protectable play a defensive role
Z, which is artistically conveyed by for leveraging and managing brand
the arow that connects the two equity in the face of different
letters and also signifies the smile opportunities and constraints.
that customers would experience
by shopping at the Amazon.com Brand Elements - Types
web site.
Brand Name
Adaptability  Brand names are an excellent
 Most brand elements must be means of communication.
updated in order to remain relevant  Whereas an advertisement lasts
and keep up with the changing half a minute, Customers notice
customer values and opinions. brand names and remember its
 Logos and characters can be meaning in just a few seconds.
updated by giving a new look or a Characters
modish design to make them seem  Brand characters represent a
more contemporary and relevant. specific type of brand symbol.
 This element has a tendency to take
Protectability on human or real-life
The sixth and last criteria is the amount characteristics.
to which the brand elements are
protectable, both in a legal and a Logos and Symbols
competitive sense.  Although the brand name typically
Marketers should: is the central element of the brand,
visual elements also play a critical
 role in building brand equity and Packaging
especially brand awareness.  Packaging is the process of
 Logos range from corporate names designing and producing containers
or trademarks (word marks with or wrappers for a particular
text only) written in a distinctive product.
form, to entirely abstract designs  Just like any other brand elements
that may be completely unrelated packaging is essential for a brand. It
to the word mark, corporate name, is the look of its packaging that
or corporate activities. inspires one of the strongest
associations consumers have with a
URL brand.
 URLs (uniform resource locators)  From the perspective of both the
denote specific locations of pages firms and consumers, packaging
on the Web and are also ordinarily must achieve a number of
regarded as domain names. objectives such as:
 Individuals wanting to own a  Identify the brand
particular URL need to register and  Assist in at-home storage
pay for the name.  Convey descriptive and
 The massive volume of registered persuasive information
URLs often makes it imperative for  Aid product consumption
companies to use coined words for  Promote product
new brands if they wish to have a transportation and protection
Website for the brand.  Marketers further must carefully
work around the aesthetic and
Jingles operative components of
 Jingles are nothing but fun musical packaging.
messages written about the brand.
 Ideally written by professional Brand Name - Introduction
songwriters, they often are catchy Examples
and sticky in nature which almost Apple
permanently registers in the minds UBER
of listeners sometimes even if they RIN
want it to or not! Mcdo

Slogans  Brand names are an excellent

 Slogans are short expressions that means of communication.
express descriptive or persuasive  Whereas an advertisement lasts
data about the brand. half a minute, customers notice
 They often show presence in brand names and remember its
advertisements but can play an meaning in just a few seconds.
essential role in packaging and in
other aspects of the marketing Types of Brand Names
program. 1. Descriptive
 They can operate as valuable  Brand names that are descriptive
"hooks" or "handles" to assist are those that convey the service or
consumers in grasping the meaning product offered by a company.
of the brand.
-The perks of descriptive names are that consumers, and they are tough to
they deliver the exact brand story. trademark.
But, a potential drawback is that they
tend to limit the brand as it evolves and
looks to expand. Geographical
 At times brands are associated with
2. Evocative the regions they originate from and
 Evocative names trigger an hold cultural and historical
experience or brand positioning in associations
the minds of the consumers. 6. Founder
 They are unique and artistic, which  Brands have often been named
makes them significant after the people who founded them
differentiators. and are quite easy to trademark.
 Evocative names allow diversifying This tradition has a long historical
the other categories as they tend to relevance.
be nonlinear and multidimensional.  They can be unique if positioned
3. Invented correctly, but require some
 Brand names can also be words marketing efforts to build brand
that are merely made up in case value. The only exception would be
one doesn't find a suitable existing if the founder were already
word. renowned.
 Such names give the most creative
liberty to a brand and are easy to Naming Guidelines
trademark. Ease of Pronunciation &
 Since they do not have any inherent Meaningfulness
definition other than the one a) Ease of Pronunciation
assigned to them, it could pose as a  Simple names lessen the effort
potential drawback and demand a taken to understand the brand
more substantial marketing budget name.
to establish as a brand in the minds Short Brand Names
of the consumer.  They help in instant recall as they
are easy to store in memory.
4. Lexical
 The basic need for lexical brand Brand names that are simple and easy
names is the ability for it to be to pronounced and are meaningful are
memorable. easy to remember can prominently
 Wordplay such as pun, rhyme improve brand awareness.
scheme, onomatopoeia,
misspelling., alliteration, and Naming Guidelines
foreign words that make the brand Brand Awareness includes- Ease of
name extremely easy to remember Pronunciation & Meaningfulness
is used in this type of brand name. a) Ease of Pronunciation
5. Acronym Mispronunciation of a Brand Name
 Acronym or abbreviation type of This could cause embarrassment to the
brand name needs time and effort brand. Some of the brand which are
to develop associations with mispronounced most of the time.
b) Meaningfulness
 Familiarity and meaningfulness of Secondary Analysis
the brand name are essential so Consumer research needs to be
that it can be registered into performed to ensure memorability and
existing knowledge structures. meaningfulness of the shortlisted
 As the names of people, objects, names.
animals, and inanimate objects
already exist in memory consumers STEP 6
have to put less energy to Final selection
understand their meanings as On the basis of the entire extensive
brand names making them easy to research, Management should choose a
remember. name that maximizes the brand's
 When a consumer sees the marketing goals and objectives and
commercial ad of a brand like then formally register it.
Apple' for the first time, it is easy to
register as the word already exists WHAT IS A BRAND LOGO?
in memory. It increases the recall  A brand logo is an optic element
value. that plays a sharp role in building
 Brand names sometimes may imply brand awareness and equity.
the product or service they offer to  Brand logos vary from corporate
help with brand recall. titles or trademarks to absolute
abstract designs.
Naming Procedure  They could be wordmarks with just
STEP1 text written in a peculiar form that
Defining Goals- Define the branding may be completely unrelated to the
goals and objectives in terms of the six wordmark.
general criteria. Examples
STEP 2 Google IhM CocaCola ROLEX Mercedes-
Shortlisting Names- With the branding Benz
goals and objectives , in place, shortlist
as many names and ideas as possible. Types of Brand Logo
STEP 3
Screening TYPES OF LOGO
 Screen all the names with the  Name-based
branding goals and objectives  Acronym
mentioned in step 1 and come up  Letterform
with a more manageable list.  Pictorial Mark
 Avoid names that can be  The Emblem
misinterpreted, are difficult to  Abstract
pronounce, already in use, or  Combination Mark
similar to an existing name.
STEP 4 Types of Brand Logo
Analysis- Extensive information about 1. NAME-BASED
each of the shortlisted 5-10 names These are powerful wordmarks with no
needs to be further analyzed before accompanying logo.
investing a huge amount of money on The name of the brand here is catchy
consumer research. and makes it easy to memorize. This
STEP 5 uniqueness in name coupled with
attractive typography helps the logo in keeping it side-by-side, stacked on
creating brand recognition. top of each other, etc.

2. ACRONYM Benefits of Logos

 When a logo comprises of letters, it  Attention and Recognition
falls under this category of logos.  Foundation of Brand Identity
 They usually revolve around brand  Memorability
initials of businesses with fairly  Separates the brand from the
lengthy names competition
3. LETTERFORM  Consistency
 A distinctive design utilizing letters  Versatility
act as a mnemonic device for the  Adaptability
company's name.
4. PICTORIAL MARK Benefits of Brand Logo
 A simple design that has excellent
recall value and is instantly Attention and Recognition
distinguishable makes for this type  Logos and symbols make the
of logo. organization more recognizable,
5. THE EMBLEM thereby making the products easy
 A logo that consists of text inside a to identify.
symbol or an icon makes it an  Due to the short attention spans of
emblem logo. consumers logo proves to be a huge
 These logos manage to have a asset to create brand equity in the
conventional appearance and can eyes of the consumers.
make a noticeable impact  Companies have very litte time to
 Due to these perks, they often tend convince potential customers that
to be the go-to choices for many their products are worth any
schools, corporations or consideration. In situations like this
government offices. logos can immediately grab
customers attention while
6. ABSTRACT communicating the company's core
 It is a particular type of pictorial values interestingly.
logo where instead of it being a
recognizable image like apple or Foundation of Brand ldentity
bird  Branding is about influencing
 It is an abstract geometric figure customer's emotions by telling a
that communicates a bigger idea story.
and usually embodies strategic  Elements such as colours, tones,
ambiguity. fonts, placements aid in
COMBINATION MARK determining the storyline and the
 This type of logo comprises a logo arange the stage for this story.
combination of wordmark or  These elements in the appropriate
lettermark and a pictorial or combinations form the logo and
abstract image. This could also transform onto other branding
include mascots. accessories such as letterheads,
 The picture and text could be laid business cards, landing pages.
out in any combinations such as
Memorability Benefits of Brand Mascot
Logos are the face of the organizations.
They are the symbols that help Amiable
customers recognize the brand. Due to  This humanistic element of a brand
its visual and aesthetic appeal, logos mascot can amplify likeability and
trigger a positive recall about the brand. help create a perception of the
brand as fun and exciting.
Separates the brand from the Increased brand Awareness
competition  Vibrant and rich in imagery mascots
 Logos are powerful tools that can don't fail to garner attention and
communicate everything right from come handy in creating brand
the company's background (if it is awareness. They help in name
professional, relaxed or fun) to recognition, and the right mascot
their mission (about entetainment, can take advantage of having its
efficiency or innovation) through own social media presence.
the right icon or proper font. Bonding
 In simple words, logo acts as a  A consumer may more easily form a
platform for the companies to relationship with a product when
convey the values and show the brand has a character presence.
consumers why the brand is Lifelong Presence
different from others.  Mascots leave a long lasting
Consistency memory and can last a lifetime as
 Uniformity and consistency of a they don't grow old.
brand across all media platforms Better in comparison to human
can increase revenue and go a long ambassadors
way in advocating any brand's  Mascots bypass hiccups that could
reputation. come with human brand
 A good logo design becomes an ambassadors. They rule out the risk
important part here, as it supports of damaging the brand's name in
the company set a standard any way.
stylebaseline across various forms Mass Appeal
of media.  Mascots due to their increased
Versatility likability open up your brand to
 As logos are nonverbal elements multiple markets.
they roll well across cultures and  Relatable company mascots allow
over a range of product categories. for broader and deeper market
Adaptability penetration.
 Logos are one of the most flexible
elements of a company. They can Brand Mascot (Brand Character)
be easily modified over time to  Mascots are nothing but Brand
achieve a more modern look. Characters that represent a select
type of brand symbol that have
human or real-life characteristics.
 Mascots are the face of the
particular organization that
consumers connect to. They add an
edge of personality to the firm.
 They also play an imperative role in  Often characters need to be
ad campaigns and package rearranged or abandoned over time
designing. to generate new
 Some mascots are animated while campaigns. The consumers might even
some are live-action figures. have an unfavourable reaction to your
mascot.
Benefits of Brand Mascot
Examples of Famous Brand Mascots
Mascots are hard to ignore. Walt Disney's Mickey Mouse
 Mascots can cheer up anybody's The Laughing Cow
mood who sees them. Colonel Sanders by KFC
 People in today's picture-oriented Ronald McDonald
world do not miss opportunities to
have hard to ignore a quick "Madison Avenue Walk of Fame" for
photoshoot with an exciting Brand Mascots
mascot.  Advertising Week celebrates the
Mascots improve employee Morale most treasured brand mascots
 Mascots positively engage the since the year 2004
employees as well. They create a  It was founded to honour and
playful recognize the most magnificent
 atmosphere around the workplace mascots in advertising every year.
which makes the tasks more fun  These brand characters are
and enjoyable. The positive atttude bestowed with a highly-coveted
helps in increasing productivity. spot on the Madison Avenue Walk
 Example: 95.9 Fox FM's mascot of Fame.
attends functions and special  The winners are voted online by
occasions with the radio show followers and users all over.
hosts. Engaging the fans and
attendees is a given, but the Winner of 2019 Oscar Mayer
mascots also ensure that the hosts Wienermobile
have just as much fun!  The brand represented Oscar
Additional Revenue Stream Mayer in the year 1936
 Mascots can add to the revenue  Wienermobile, a series of
streams through merchandising automobiles shaped like a hot dog
marketing where the consumers on a bun are used to promote and
can buy merch like toys, advertise Oscar Mayer products in
collectables and associated product the United States
sales.  It is so popular that the founder lets
people stay overnight in the
Downside of Brand Mascot Wienermobile using Airbnb.
 Huge time investment is required in
the conceptualization of a unique Winner of 2019 McGruff the Crime
character and could quickly start Dog.
becoming jaded after overexposure National Crime Prevention Council
of the same. (NCPC) in the year 1980 introduced
McGruff the Crime Dog
 The character is an it) because of their catchy hooks
anthropomorphic comic and choruses.
bloodhound designed by Dancer  Jingles can be thought of as
Fitzgerald Sample promotion lengthened musical slogan.
executive  They can also be classified as a
Jack Keil with the help of the Ad Council unique element of the brand.
and later the National Crime Prevention Advantages of Jingles
Council to increase crime awareness  Brand Awareness- Jingles are
and personal safety in the United probably the most valuable in
States. improving brand awareness.
 Repetition- They frequently repeat
Brand Mascots - Conclusion the brand name in creative and
 Mascot characters frequently need entertaining ways. That gives
to be modernized over time so that consumers recurring encoding
their image and personality occasions.
continue to be of relevance.  Memorable- It is possible that
Example: Air India's 'Maharaja' consumers may mentally rehearse
 A realistic brand character has a or repeat infectious jingles after the
consistent need to keep it updated. ad is over. This enhances
 Air India's Maharaja, an iconic memorability.
striking figure in regal guise and  Timeless- A well-known jingle
hands folded in namaskar, has been serves asa foundation for
modified. advertising for years to come.
 Passengers now are being  Nostalgia- A good advertising jingle
welcomed by a new and younger gets stuck in the head for days on
version of the mascot, without the end. It has the ability to initiate
turban with spiky hair, wearing nostalgic feelings.
jeans and sneakers.  Cost-Effective- After a jingle hits
 While the trademark 'twirling the first airwaves, it can continue to
moustache' remains untouched impress for months thereon. It
which has now been cut down to stands the test of time, and thus
size. the brand does not need to invest
 The new Maharajah's appearance is vast sums of money each month for
aligned with modern times and brand new commercials.
with the new Air India, which is also  Word of Mouth publicity- Kids and
trying to become a modern grown-ups both could hum the
company. tune, sing it aloud and repeat the
slogan in a social setting. When
Brand Jingle - Introduction people sing aloud or use a jingle as
 The musical messages that are a clever reference with their
written around a brand are called friends, it works as additional word-
jingles. of-mouth marketing.
 They are generally composed by
professional songwriters. Examples
 Jingles get permanently etched into 1) McDonald's "Im Lovin' It" (2003)
the minds of the listener The man behind McDonald's catchy ba-
(sometimes even if they don't want da-ba-ba-ba, was Pusha T, The
Grammy-nominated artist. Subways simplistic song and dance got
Justin Timberlake came together to sing stuck in the hearts and
the theme and the rest is history. S5FOOTLONGS
McDonald's spent $1.37 billion in minds of the people.
advertising in 2003 when "Tm Lovin' Ir wHEN YOU BUY TWO
debuted. These advertisements have driven the
This led to an 11% increase subs to become one of the
(approximately $17.1 billion) in sales best-selling fast food items in the whole
that year. nation.
Fve commercials were released PC www.chewbeom com
featuring the jingle. A
They were translated into 11 different It was so successful that it quickly
languages. became a national phenomenon.
You sent
Examples Brand "Domain Name" - Introduction
2) Kit Kat "Give Me a Break" (1986)  A domain name is an address on
In 1986, Kit Kat released a good quality the internet that one can use to
jingle "Give Me A Break" turned out to locate a brand's online presence.
be infectious and very memorable.  A domain name can be bought from
When Ken Shuldman wrote the tune, he a domain registrar.
was a junior copywriter at DDB  When any user fills in the domain
Needham. name of a site into the address bar,
Michael A. Levine, a classical violinist, they can access the website.
was brought on as a composer  A domain always contains two parts
It was such a huge success all over the  Awebsite name
country.  A Top-level Domain Name [TLD]
Examples World Wide Web- www.
3) Oscar Mayer "I Wish I Was an Oscar Domain Name - facebook
Mayer Weiner" (1965) Top level Domain- .com
After nearly 60 years, it is still one of the
most popular  Uniform Resource Locators' (URL),
advertisement jingles ever. also known as domain names,
Ostar indicate locations of pages on the
Mayer Web.
The ingle was written in 1962 but was  One must pay for the name if they
routinely used in advertising wish to own a specific URL.
until 2010.  The sheer volume of URLs that are
Richard Trentlage composed the song in registered is large.
1965.  So if companies want to have a web
Over the years it has been sung by a site for the brand, they need to use
metal band, barbershop coined words for the new brand.
quartet, ukulele player and also a
singing parrot! Internet Assigned Numbers- Groups of
You sent Top-level Domains
4) Subway Five Dollar Foot Long" (2008)  ARPA or infrastructure top-level
MMB, an Ad agency, was hired to write domain
the jingle.
 sTLD or sponsored top-level domain extensions, startups should
domains also consider owning the.com
 gTLD or generic top-level domains option.
 cCTLD or country code top- level  It is possible that one might need to
domains use a chunk of their capital ona
 grTLD or generic-restricted top- domain.
level domains  Nevertheless, in the long haul, it
 tTLD or test top-level domains will be well worth it.
 That being said, it is better to do
IP Address & Domain Names sooner than later
 An IP address is another way of
getting to the website. 2. Check availability of your preferred
 They are identifying numbers used  It is essential to have an official
by computers to communicate with website and social media pages
each other. with the same name.
 Most IP addresses look like this:  This helps in building a strong brand
123.755.81.111. Identity.
 Remembering lengthy strings of  It is a full-proof way to make your
numbers is a challenging task for brand more unforgettable and
ordinary users. recognisable.
 That is the brief and easy-to-  It also makes it simpler for probable
remember domain names come customers to look for your business
into the picture. across numerous platforms.

Benefits of Domain Name 3. Avoid any type of copyright issues.

 Reaching your target audience.  One should always steer clear of
 Maintaining ownership of the domain names that have already
brand. been documented as trademarks.
 Getting found easily by customers  This way, any legal implication for
by being memorable. copyright infringement can be
 Building a presence online. avoided.
 Setting expectations. 4. Think about Buying the Other Main
 Helps in developing credibility. TLDs as Well
 Boosting your SEO.  The story does not end at getting
 Competing with other businesses. your primary domain name
 Growing and expanding. extension secured.
 It is just step one, whether it is
Pre-requisites Right Domain Name for Local TLD Or a .com
Building a Brand  This will indeed contribute to your
total domain name bill.
1. If it is available and is possible, buy a  But it will also prevent possible
.com problems further down
 .com remains to be the golden  Step two would be to acquiring all
standard from a wide consumer other popular TLDs and then setting
perspective. them to redirect to your main TLD.
 Hence along with having an Example
appropriate new generic top- level
If your desired address is  After attaining the misspellings,
watchmeskate.com, also consider redirect them back to your primary
getting the likes of watchmeskate.in domain name.
watchmeskate.co watchmeskate.net
watchmeskate.org
watchmeskate.co.uk Popular Domain Name Registrar
watchmeskate.com DOMAIN.COM
watchmeskate.com bluehost
You sent GoDaddy
Pre-requisites- Right Domain Name for hover
Building a Brand dynadot
5. Choose a Name That is Brandable
 Branding is critical to long-term Brand Packaging Introduction
success.  Packaging is nothing but the
 OHowever, the domain name needs process of designing and producing
to be brandable too. containers or wrappers for a
Some of the most significant ones are as particular product.
follows  Just like any other brand elements
 A brandable name has no particular packaging is essential for a brand. It
meaning. Google' is not a word and is the look of its packaging that
"YouTube' isn't one either. inspires one of the strongest
 It should not have any complex associations consumers have with a
vowel combinations either. brand.
 It should be easy to pronounce aid  It can prove to be an essential
dictate over the phone means of brand recognition and
 It should sound trustworthy-some convey information to build or
names can sound a little shady by augment valuable brand
description. associations.
 It's unique make sure your  A "Red Can" is the image a
competitors don't use anything that consumer is reminded of when they
is similar. recall COCA-COLA
 It's easy to memorise-it should not
be too wordy. Objectives of Brand Packaging
 From the perspective of both the
6. Buy the familiar Misspellings of Your firms and consumers, packaging
Domain must achieve a number of
 This can increase your annual objectives:
domain bill even further, so it's  Identify the brand
your call.  Convey descriptive and persuasive
 In conclusion, if you concentrate on information
some of the most likely misspellings  Promote product transportation
of the domain, it's going to be and protection
pretty safe.  Assist in at-home storage
 Looking at the earlier example,  Aid product consumption
Lotterio.com could be misspelt as
Loterio.com -with a single 'T. Brand Packaging at the Point of
Purchase
 Many times first encounters of a component deals with structural
new brand could happen in the design.
supermarket shelf or the store. Example
 Typical a shopper scrolls from Food packages these days are
about 600 items per minute, or one affordable, tamperproof, and more
item every tenth of a second. convenient to use, which makes it easy
 Therefore, the only way to catch to hold, to open, or is squeezable.
the consumers attention is through
effective packaging. Brand Packaging - Design & Colour
 A well-planned packaging can
create a strong appeal in the mind  In today's times a thorough amount
of the consumer and set the brand of work is done on testing out the
away from the clutter. right colour for the package,
 It is sometimes called the Customer motivation, subconscious
"permanent media" or "the last manipulation, etc.
salesman."  Such extensive research just to find
Example: out how the majority of consumers
 The European brand, Ferrero ill react to new packaging design.
Rocher, is seen as a luxury product  One of the most important visual
worthy of gifting during significant design elements for a package is its
Occasions. colour which designers refer to as
 Each chocolate is carefully wrapped "colour vocabulary"
in gold foil, systematically placed in  Colour is a visual representation of
a fluted paper cup and topped off the brand and can trigger thoughts,
with a label in the end. feelings, and emotions about the
 They're then arranged and stacked brand, thus impacting the
in a clear carrying case that has purchasing decision.
rounded edges that ensure that  It is a fact that 85% of consumers
they can be glanced at from any buy products based on colour.
angle.
 For the record, over 60% of Ferrero RED
Rochers are sold during the last Characteristics:
three months of the calendar year. Excitement, passion, durability.
Brands that use the colour: Coke, KFC
FUN FACT WHITE
The gold foil and paper packaging can Characteristics:
make up to 40% of a Ferrero Rocher's Simple, pure, elegant
packaging weight White is a packaging colour that is often
used to convey that the product is
Brand Packaging& Aesthetics simple, safe and elegant
 Marketers further must carefully
work around the aesthetic and
operative components of
packaging.
 Where the size, shape, material,
colour, text, and graphics form the
aesthetics and the operative