Brand

Brand:
Its actually a name or mark intended to identify the product.

Trademark:
It’s a brand that has been adopted by the seller for legal protection.

Reasons for Branding

It identify the product.

Aid Shoppers to move quickly in markets.

For image.

For price differentiation.

Reasons for not Branding

After branding promotion is required.

Maintaining consistent quality of output.

Most of the firms are unwilling to assume these responsibilities.

Making differentiation is difficult.

Selecting a good brand name

Characteristics of Good Brand Name

Suggest something about the product e.g. Ufone, High speed, Speed Star

Be easy to Pronounce and Remember e.g. Surf, frusen-Gladge(ice cream)

Be distinctive Liver Brother(Unilever), Shabbir Tiles, Master Tiles.

Be adoptable to the Product Line

Be capable of registration and legal protection(you will have to keep the standard)

Branding  Stratigies

Producers Strategies

Marketing Entire out Put Under Producers Own Brands

Middle Man Strategies

Carry only Producers Brand

Strategies Common to Producers and Middle Man

Separate name for each product e.g. Unilever, P&G.

The Company name combine with a product name e.g. National Food, Kellogg Corn pops, Nestle Every Day, Mobliink Indigo.

The company name alone e.g. Sony, National, Panasonic.

Branding for Market Situation

Offering different brands to cover market, market share, image, sales.

 Cobranding

 Building and Using Brand Equity

Trade Mark Licensing

Packaging and Labeling

Purpose and Importance of Packaging

protect the product on its way to the consumer.

Protect the product after it is purchased

Attraction

Help persuade consumers to purchase the product.

 Packaging Strategies

Packaging the product Line

Family packaging for all products, almost same e.g. Sony

Multiple Packaging

Packaging in one container e.g. Gaye Soap.

 Changing the Package

 Criticism of Packaging

Depletes natural resources.

Some packaging are health hazard

Disposal of used packages

Deceptive packaging

Expensive packaging

Labeling

It is a part of the product that convey information about the product and seller.

It may be a part of the package, may be a Tag.

 Types of Labels

Brand label: simple the brand alone applied to the product or package.

Descriptive Label: it gives complete information about the product.

Grade Label: for judging the quality and rank it is used, letter, word, numbers can be used for it.

Statutory Labeling Requirements

 Design Color and Quality of the Product