Master brand

master brand 

A master brand is the parent brand of a company under which it sells different products. A master brand is used to connect all the products of a company. The products of the company might have their names and separate brand names. But they are sold under the master brand name to make consumers believe that the products contain the goodness of master brand.

A business is started with the sale of one product, and when the company becomes successful in selling one product, then it uses the name of its brand to sell other products to expand their business.

Take the example of Apple. It entered the market with Apple I in the year 1976. After the success of Apple computers, apple introduced many other electronic products such as iPad, MacBook, iPhone, apple’s AirPods, etc. All of these products are introduced with their separate names but are sold under the name of the master brand name “Apple”.

A company doesn’t need to sell related products. There are several examples of successful companies that are selling products that are not related to one another. Even though the child brands of a master brand can operate independently, but they will always be differentiated from the similar products of other companies based on their master brand.

The brand name of a master brand impacts the image of its child brands. Let us take the example of ITC Tobacco company. ITC was introduced in 1910. It sells various products such as cigarettes, stationery products, LIfestyle goods, processed foods, incense sticks, greeting gifts, and personal care products. But primarily it generates its revenue by selling tobacco products.

Many people are against the sale of tobacco, and due to which they also boycott using products produced by ITC company. However, the ITC master brand has several child brands under it, such as classmates, Fiamma Di Wills, Savlon soaps and hand wash, Essenza De Wills, engage, etc.

The master brand of the company will be mentioned on the products of child brands of the company. This is done to sell different products to the consumers who buy products not influenced by the price of products but by referring to their brand’s name.

BRAND PORTFOLIO DEFINITION:

 BRAND PORTFOLIO DEFINITION:

A BRAND PORTFOLIO IS A COLLECTION OF ALL THE BRANDS OWNED BY ONE COMPANY.

 The Brand Portfolio refers to an umbrella under which all the brands or brand lines of a particular firm functions to serve the needs of different market segments. In simple words, brand portfolio encompasses all the brands offered by a single firm for sale to cater the needs of different groups of people.

• Most large firms have a portfolio of brands (P&G) • In managing this portfolio there are two dimensions to consider – Breadth of product mix: number and nature of different product categories linked to the brands sold – Depth of branding: number and nature of different brands and lines/models/SKUs (stock-keeping unit) in a product category.

 A brand portfolio is the collection of smaller brands that fall under a larger, overarching 'brand umbrella' set by a firm, company, or conglomerate.

For instance, The Coca Cola Company's brand portfolio encompasses brands like Sprite, Fanta, and Powerade in addition to its flagship beverage.

 

A brand portfolio is known as the leading brand of a company that covers all other brands or companies operated by a company.

A large company uses various brand names to introduce products and services to fulfill the requirements of different market segments.

Each brand of the company has its entity and is operated differently as compared to its parent company.

 The company uses a brand portfolio for marketing purposes and to help in boosting the sales of their other brand’s products.

Using a brand portfolio, a company declares that the child brand of the company also follows the principles of the parent brand.

 Moreover, it also helps in removing the confusion of customers about the origin of a brand. If a customer trusts the products of one brand of the company and has good experience with it, then there are more chances that he will also trust the products of other brands of the company. To take advantage of that, companies introduce all their brands under the name of one umbrella brand.

 A brand portfolio can be defined as an umbrella that encompasses different brands, products, services, and companies of a large company.

Companies use different brands to cater to the needs and requirements of various market segments.

 In this way, the company establishes the relationship between the different brands of the company. Take the example of Samsung. Most of us have used its smart Phone and trust it for its quality and performance. Because we have a pleasant experience with one product of the Samsung company, we are more likely to trust other products of the company.

 example of the ITC company. ITC is an umbrella brand name under which the company runs several other brands. The company provides food products under different brand names for various products such as Sunfeast, Kitchens of India, Bingo, B natural, and yippee brand. Person care products under brand names such as Engage, Fiama Di Wills, Essenza DI will, Salvon, and Superia. Similarly, it operates several other brands to provide different products to their customers. But all of these brands have one thing common in them that is the name of the ITC brand and its values

 Examples of brand portfolio

Take the case of the Coca-cola company. The Coca Cola, or Coke, is one of the most popular soft drinks brands.

However, it has several popular brands such as Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, SmartWater, and many other brands.

The coca-cola is a brand umbrella for all other brands of this company.

 Another similar example of a brand portfolio is the example of PepsiCo.

PepsiCo is the umbrella brand for several different brands of beverages and food products.

The instance of brands owned by PepsiCo is Tropicana, Quaker, Frito Lay.

 Hindustan Unilever Company or HUL is also the brand portfolio name of several other brands owned by the company.

The Hindustan Unilever Company owns popular brands like Pears, Lux, Dove, Lifebuoy, Liril, Vaseline, Close Up, Lakme, Bru, Taj mahal, Kisan, Broke Bond, Lipton, Sunsilk, Comfort, Wheel, Pepsodent, Clinic Plus, and several other brands.

Each brand name is used for the sale of different products. For example, the Taj Mahal is the brand name for tea, whereas Closeup is a brand name for toothpaste.

  The brands in the Brand Portfolio play the following different roles

1. Flanker Brand

2. Cash Cow Brand

3. Low-End Entry Level Brand

4. High-End Prestige Brand

 Flanker Brand A Flanker Brand also known as a Fighter Brand is a new product launched in a market by the company in the same category wherein an established brand is already positioned. This is primarily done for the increased market share as well as to cater to the need of all the segments of customers.

A flanker brand is a brand a company releases in a product category in which it already has an existing brand.

The hope is that the new brand helps increase the company's market share within that product category and serves the needs of prospects the original brand might not cover.

A Flanker brand is known as the fighter brand of the company, which is newly launched in the market in the same category that already has a company’s brand.

The flanker brand is introduced to increase the market share of the company.

 For instance, alcoholic beverage company Molson Coors leverages a flanker brand strategy in its approach to the low-calorie beer market. The company has released multiple brands — including Miller Lite, Coors Light, and Keystone Light — that all occupy a similar niche.

 Cash Cow Brand A cash cow brand is that product in the brand portfolio that has reached the maturity level in the product life cycle but is able to bring in profits necessary for its survival.

These brands are not removed from the market because necessary cash is flowing in through its sale which is better than incurring heavy cost on the launch of a new product.

A cash cow brand is one that has reached a certain level of maturity with respect to its market presence and ability to make money.

These brands can generate enough profit to essentially sustain themselves — keeping themselves afloat after businesses recoup their initial investments from them.

It's much less expensive to sit back and let these brands continue to bring in cash than to launch any sort of new product to replace them.

As a result, they're rarely removed from the market.

The cash flow brand is the brand of the company, which has already reached a maturity level in the product’s life cycle but is still getting profits to maintain cash flow.

Such brands are not removed from the market, even though they don’t bring many benefits to the company, because of the trust of people on the brand.

 Low-End Entry Level Brand A low Entry Brand in a brand portfolio includes the product which is offered at less price. The low priced product is added to the portfolio to ensure the purchase at least once and bring the customer into the brand family. Once the customer becomes a part of the family, he is then persuaded for the purchase of the higher priced product in near future.

A low-end entry-level brand is one that's added to a brand portfolio to be offered at a lower price than the other products or services that portfolio covers.

The principle behind low-end entry-level brands has to do with hooking customers.

The idea is that consumers will buy the low-end entry-level brand initially — effectively introducing them to that brand's broader portfolio.

Once a customer has engaged with and been impressed by the company behind the low-end entry-level brand, they'll be inclined to explore the broader suite of products in its portfolio.

 High-End Prestige Brand A High-End Prestige Brand in the brand portfolio is the product offered at a high price with the intention of creating a sense of prestige in the minds of customers. Other brands in the portfolio also get the recognition because of the premium brand and its quality do have a halo effect on each product line

High-end prestige brands are ones designed to create the impression of premium quality and luxury.

The hope is that some of the esteem the brand creates will trickle down onto the other brands within the company's broader portfolio.

 

Models for Brand Portfolios

• Branded House

• House of Brands

• House Blend

 Branded House Branded House:

using a single master brand across multiple products and categories Company takes a single primary brand across the board Advantages:

•Creates focus on the brand

•Maximizes scale

 Disadvantages:

•May lose its power to differentiate (all new products and new brands must fit within the primary brand)

•Constrain innovation and growth

•Risky

  House of Brands House of Brands: house of brands contains independent, disconnected brands Classic and most powerful model for a brand portfolio Company owns a number of different brands, possibly several brands in the same category

 Advantages:

•Each brand can precisely target a group of customers with a distinct product offering and positioning

•Company can stretch the brand to cover another target market

•Easy to make global

•Creates a distinct corporate brand

•Minimize risk because of diversification

 Disadvantages:

•Hard to manage due to complexity

•Senior management cannot focus on each brand individually

•Company is forced to devote resources to marketing the corporate brand

 House Blend

The “House Blend” – This is an architecture based on the development of sub-brands with the added credibility of the the existing parent brand. Google, for example, started as a search engine then continued to establish the primary brand through offerings such as Gmail, Calendar, and Maps. Eventually, they began to acquire other, smaller tech companies such as Blogger, Picasa, and YouTube. These acquisitions maintained their existing brands but gained credibility through the primary brand of Google.

 The key to managing a successful Brand Portfolio

• Build and extend core brands

• Add brands to the portfolio to address major opportunities

• Proactively prune weak and redundant brands

• Keep things simple

• Involve senior management

5 conflict resolution techniques to resolve conflicts.

 5 conflict resolution techniques to resolve conflicts.

Conflict- Organizations are responsible for establishing a working atmosphere that encourages individuals to succeed. If disagreement and differences of opinion escalate into conflict then the organization must intervene immediately for an organization, tension in the organization may be positive or negative.

Conflict can be defined as a failure in the standard of decision-making which happens when it is difficult for a person or community to choose an option.

There are following sources of conflict-             

1} Employees Dissatisfaction- Employees can be disgruntled for a variety of reasons, such as incorrect selection, no promotion, insufficient pay and wages, lack of leadership and morale, degradation, transfer, shifts in roles or responsibilities, unsafe workplace conditions, lack of healthcare services, etc. Employers have been depressed by those circumstances. Among the workers at the office, fatigue, stress, anger, anger can be uncovered, creating conflicts with other organizations.

2} Absence of communication- It certainly gives rise to tension among the workers if there is no clear contact between the employees. Misunderstanding, misunderstanding suspicions can be generated in the mind of the workers in the absence of proper communication network, which inevitably culminated in organizational disputes.

3} Due to Scarcity or Limited Resources- Each departmental head tries to extract full support from their respective departments anywhere the resources are limited, and this may lead to confrontation. Moreover, if the allocation of resources is uneven, conflict can occur. And if there is any mistake, resource allocation is made, indifferent operating areas will lead to organizational conflict.

4} Inter-Relation-Dependence of Departments- Different operations / tasks are broken into different divisions in a corporate enterprise. There is a specialization job and there is interrelationship and interdependence of the department, departmental administrators have to collaborate and connect with each other on a range of topics to accomplish operational goals.

There are chances of difference in opinion during this phase, disagreement on certain topics, discord in disputes, and all this eventually led to conflicts that damaged the organization.

5}Ambiguous goals and objectives- If the organizational priorities and strategies are not clearly defined and disagreements that are easily understandable can occur and adversely affect the smooth flow of work.

Because they all have distinctive styles, each bear special, everyone can recognize their own style and learn how to communicate with those who have distinct styles.

6} Time Management Absence- The corporation is profitable for the smooth operation of organizations and the prompt accomplishment of priorities. If proper schedules are maintained for various activities the developmental executives may try to shift their responsibilities on one another and start blaming one another it gives rise to conflicts among departments.

7} Lack of Discipline and Rules and Regulation- If there is no code of discipline and formal rules and regulations for leaves, promotion, transition, training, demotion, holidays may give the workers who give rise to organizational tension the scope for chaos and disorder, irregularities, indiscipline.

Conflict can be resolved by the following methods-

 

1} Dominance or force (win-lose result)

2} Bargaining or compromise (win- lose result)

3} Integrative problem-solving (win-win result)

1} Dominance or Force- The most obvious way of resolving a conflict or disagreement is the use of force or pressure tactics. One party or group (the winner) is satisfied in this situation, whereas the loser is dissatisfied and frustrated. The boss, having official authority over his subordinates' activities, often employs force to resolve a disagreement. In the absence of such formal authority, one party may use pressure tactics to oblige the other party to grant concessions, such as disputes between two departments or disputes between trade unions and management.

 There are following includes in this section-

(1) Threats

(2) Punishment

(3) Positional commitments.

2} Bargaining and Compromise- The two parties are trying to exchange concessions in negotiation process until a compromise can be reached. In negotiating, each party expects the minimum satisfaction of its basic requirements. In order to prevent a deadlock, concessions are offered by each party. Bargaining only takes place if there are prospects of a mutually acceptable compromise being secured.

Only when both parties can trust each other is bargaining used. Any compromise reached through bargaining, however, is only a temporary truce or a temporary solution to a conflict because either party cannot be fully or completely satisfied by a compromise and sooner or later parties may, on some other excuse, adopt hostility and raise another dispute.

3}Integration (Problem-Solving Approach)- Mery Follett advocated the integration or problem-solving approach as the most promising method of conflict resolution, recognizing the limitations of dominance (force) and compromise (bargaining). Integration can enhance productivity so that in order to fully satisfy both parties, a new solution to the problem of conflict can be developed.

An integrative approach to problem-solving can ensure a solution that reconciles or integrates the needs of both sides. The conflict, in the form of a mutual problem, is clearly defined. In finding alternate solutions, both parties cooperate and pick up the best solution that is fully satisfactory to both of them.

4} Intervention from outside (Third party involvement)- We may have the machinery of mediation, conciliation and arbitration to settle a disruptive dispute or disagreement if the two sides are unable to resolve a dispute or conflict of their own by negotiation and there tends to be a deadlock. Such third-party interference can, according to the application of the law, be voluntary or even obligatory. Via such third-party interference, industrial relations are settled.

5} Illustration of Integration: Especially in those places in which labor is of essential importance, involvement in management should be promoted. We can for example, have labor leaders involved with the design of job schedules, strategies and procedures.

The use of integrators is a successful technique for the management of disputes between departments with different priorities. The role of an integrator is to contribute to cooperation and collaboration between interdependent departments. These integrators or coordinators may facilitate teamwork and settle disagreements between departmental executives.

 

Five Stage Group Development Model-

 Five Stage Group Development Model-

 Group development we mean the stages that work groups go through as they evolve and grow. Groups do not form overnight and become effective. The development of a group of strangers into a unit of cohesive and well-coordinated group members involves a long process. From the mid 1960’s it has been believed that groups pass through standard sequence of five stages.

The Group Development stages are mentioned below-

1} Forming     2} Storming

3} Norming    3} Performing

5} Adjourning 

1} Forming- The forming stage is when the group is just formed and members are formally placed together in a work group. At this stage, members of the group try to understand where they stand in the group and how others in the group perceive them. In their interactions with each other the members are very cautious and the relationships between the members of the group are very superficial. 

2} Storming- Internal subgroups are established sometime after the formal group is created. There are limited interactions initially among the members of the group because of the newness of the group. Small groups of two or three members, however, interact with each other and make an effort to better get to know each other. Subgroups are thus formed. Once this process of sub-grouping takes place and members begin to feel a little more comfortable in the group, they try to establish their positions in the larger group and test their powers. 

Disagreements tend to be expressed among the members of the group at this point, and feelings of anxiety and resentment are also expressed. 

3} Norming- Norming is the next stage where it works out the disagreements, differences and power problems that were dominant at the storming stage. The group sets standards, attempts to achieve a certain degree of cohesiveness, understands the group's goals, begins to make good decisions, expresses feelings openly, and attempts to solve problems and achieve group effectiveness. At this stage, which is also known as the individual stage of differentiation or initial phase of integration, the roles of the individuals are defined and group members assume the task and maintenance roles. Members of the group also begin to express satisfaction and trust about being members of the group. 

4} Performing - The group has fully matured in the performing phase. The members are committed to the group objectives, have complete trust in each other and allow free expression of honest disagreements, but ensure that the conflicts are resolved satisfactorily as and when they occur.

 The group evaluates the performance of members so that the members of the group develop and grow. Feelings are expressed without fear at this stage, leadership roles are shared among the members and the activities of the members are highly coordinated. 

5} Adjourning - Performing is the last stage in their development for permanent work groups. However, there is an adjourning phase for temporary committees, teams, task forces and similar groups that have a certain particular and limited task to perform. In this phase, the group prepares for its dissolution. 

The Punctuated Equilibrium Model- 

Model can be understood by following points-

 

(i) The first meeting sets the group’s directions

(ii) The first phase of group activity is one of inertia

(iii) A transition takes place at the end of the first phase which occurs exactly when the group has used up half its allotted time.

(iv) The transition initiates major changes.

(v) A second phase of inertia follows the transition.

(vi) The group’s last meeting is characterized by markedly accelerated activity.         

The first meeting sets the group’s direction. In this conference, the behavioral trends and assumptions from which the group can approach the project emerge. These instructions become 'printed in stone' if set and are unlikely to be re-examined within the first half of the life of the party. This is an inertial period; that is, the party appears to stand still or is locked into a set course of action. 

Phase 1- The group is incapable of acting on any new insights which may be gained by it.

At the end of Phase 1, transition takes place and is characterized by a burst of changes, dropping of old patterns, and adoption of new perspectives. The transition sets the stage for Phase 2. 

Phase 2- Phase 2 is a new equilibrium or period of inertia. In this stage the group executes plans created during the transition period. The group’s last meeting is characterized by a final burst of activity to finish its work.

 

Brand Loyalty

                Brand Loyalty

Brand loyalty is the positive feelings towards a brand and dedication to purchase the same product or service repeatedly, regardless of deficiencies, a competitor's actions or changes in the environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy.

Corporate Brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering rather than from other suppliers.

Loyalty implies dedication and should not be confused with habit with its less than emotional engagement and commitment.

Businesses whose financial and ethical values, for example ESG responsibilities, rest in large part on their brand loyalty are said[by whom?] to use the loyalty business model.

 

Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not trust.

 It is measured through methods like word of mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc.

 Brand loyalty is the extent to which a consumer constantly buys the same brand within a product category.

 The consumers remain loyal to a specific brand as long as it is available.

They do not buy from other suppliers within the product category.

Brand loyalty exists when the consumer feels that the brand consists of right product characteristics and quality at right price.

Even if the other brands are available at cheaper price or superior quality, the brand loyal consumer will stick to his brand.

 

Brand loyalty has shown to profit firms by saving them a lot of money. Benefits associated with loyal consumers include:

 

Acceptance of product extensions.

Defense from competitors cutting of prices.

Creating barriers to entry for firms looking to enter the market.

Competitive edge in market.

Customers willing to pay high prices.

Existing customers cost much less to serve.

Potential new customers.

 

Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead to less marketing expenditure because the brand loyal customers promote the brand positively.

Also, it acts as a means of launching and introducing more products that are targeted at same customers at less expenditure.

It also restrains new competitors in the market. Brand loyalty is a key component of brand equity.

 

Brand loyalty can be developed through various measures such as quick service, ensuring quality products, continuous improvement, wide distribution network, etc.

 When consumers are brand loyal they love “you” for being “you”, and they will minutely consider any other alternative brand as a replacement.

Examples of brand loyalty can be seen in US where true Apple customers have the brand's logo tattooed onto their bodies.

Similarly in Finland, Nokia customers remained loyal to Nokia because they admired the design of the handsets or because of user- friendly menu system used by Nokia phones.

 

Brand loyalty can be defined as relative possibility of customer shifting to another brand in case there is a change in product’s features, price or quality.

 As brand loyalty increases, customers will respond less to competitive moves and actions.

Brand loyal customers remain committed to the brand, are willing to pay higher price for that brand, and will promote their brand always.

A company having brand loyal customers will have greater sales, less marketing and advertising costs, and best pricing.

This is because the brand loyal customers are less reluctant to shift to other brands, respond less to price changes and self- promote the brand as they perceive that their brand have unique value which is not provided by other competitive brands.

 

Brand loyalty is always developed post purchase.

To develop brand loyalty, an organization should know their niche market, target them, support their product, ensure easy access of their product, provide customer satisfaction, bring constant innovation in their product and offer schemes on their product so as to ensure that customers repeatedly purchase the product.

 

A second dimension, is whether the customer is committed to the brand. Philip Kotler, again, defines four status of loyalty:

 

Hard-core Loyals - who buy the brand all the time.

Split Loyals - loyal to two or three brands.

Shifting Loyals - moving from one brand to another.

Switchers - with no loyalty (possibly 'deal prone', constantly looking for bargains or 'vanity prone', looking for something different). Again, research shows that customer commitment is a more nuanced a fine-grained construct than what was previously thought. Specifically, customer commitment has five dimensions, and some commitment dimensions (forced commitment may even negatively impact customer loyalty).

Brand and Brand management

Brand and Brand management 

Brand

Content

What is Brand and definition of Brand

Reasons for Branding

Psychology of Branding

Concepts

Types of Brand

Branding Strategies

 

BRAND  

A brand is a name, term, design or other feature that distinguishes one seller's product from those of others.   

Brands are used in business, marketing, and advertising.   

Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron.   

A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company.

Reasons for branding   

It helps the purchaser to identify the article that he is buying   

Brands actually protect the buyer. As long as a buyer continues to purchase branded articles he is protected as to standards of quality and to some extent in the matter of price.   

Brands protect their owners by giving them a certain measure of control over the demand for the products.   

Brand names is a necessary addition to any form of demand-creation activity in which appeals to selective rather than to primary buying motives are stressed.   

The use of a brand name enables a manufacturer to add different products to his lines.

Psychology of branding   

The marketing researchers have studied the psychology of branding a product.

They have discovered the qualities a name should possess for greater effectiveness.

They include:

1. Associational value of a name

2. Memorizational value of a name

3. Descriptional value of a name

4. Repurchase value of a name

5. Motivational / promotional value of a name

Concepts   

Effective branding can result in higher sales of not only one product, but of other products associated with that brand.

Some peopledistinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is knownas the brand experience.   

The art of creating and maintaining a brand is called brand management   

Orientation of an entire organization towards its brand is called brand orientation. Brand orientation develops in response to market intelligence.   

A widely known brand is said to have "brand recognition".

When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace

Brand awareness   

Brand awareness is a customers' ability to recall and recognize the brand, the logo and the advertisements. It helps the customers to understand to which product or service category the particular brand belongs and what products and services sell under the brand name.   

Various levels of brand awareness include:-   

Top-of-Mind awareness: - Top-of-mind awareness occurs when a brand pops into a consumer's mind when asked to name brands in a product category.   

Aided awareness: - It occurs when consumers see or read a list of brands, and express familiarity with a particular brand only after they hear or see it as a type of memory aide.   

Strategic awareness: - It occurs when a brand is not only top-of-mind to consumers, but also has distinctive qualities which consumers perceive as making it better than other brands in the particular market.

Brand Elements   

Name: The word or words used to identify a company, product, service, or concept.   Logo: the visual trademark that identifies a brand.   

Tagline or Catchphrase: “Nokia – Connecting people” is associated with Nokia Mobile Company.   

Graphics: The "dynamic ribbon" is a trademarked part of Coca-Cola's brand.   

Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.   

Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.   

Sounds: A unique tune or set of notes can denote a brand. NBC's chimes provide a famous example.   

Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.   

Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.   

Movements: Lamborghini has trademarked the upward motion of its car doors.

Graphics Shapes Colours Sound Movement Tastes Scents

Brand

Brand Name   The brand name is quite often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. Relationship between trademarks and brand

 

Branding

Branding is assembling of various marketing mix medium into a whole so as to give you an identity.

It is nothing but capturing your customers mind with your brand name. It gives an image of an experienced, huge and reliable business.

It is all about capturing the niche market for your product / service and about creating a confidence in the current and prospective customers’ minds that you are the unique solution to their problem.

The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers.

Branding forms customer perceptions about the product.

It should raise customer expectations about the product. The primary aim of branding is to create differentiation.

 

Strong brands reduce customers’ perceived monetary, social and safety risks in buying goods/services.

The customers can better imagine the intangible goods with the help of brand name.

Strong brand organizations have a high market share.

The brand should be given good support so that it can sustain itself in long run.

It is essential to manage all brands and build brand equity over a period of time.

Here comes importance and usefulness of brand management.

Brand management helps in building a corporate image. A brand manager has to oversee overall brand performance.

A successful brand can only be created if the brand management system is competent.

 

Types of brand names   

Brand names come in many styles. A few include:   

Initialism: A name made of initials such, as UPS or IBM   

Descriptive: Names that describe a product benefit or function, such as Whole Foods or Toys R' Us   

Alliteration and rhyme: Names that are fun to say and stick in the mind, such as Reese's Pieces or Dunkin' Donuts  

 Evocative: Names that evoke a relevant vivid image, such as Amazon   

Neologisms: Completely made-up words, such as Wii or Häagen-Dazs.   

Foreign word: Adoption of a word from another language, such as Volvo or Samsung   

Founders' names: Using the names of real people, (especially a founder's name), such as Hewlett-Packard, Dell, Disney, Stussy or Mars   

Geography: Many brands are named for regions and landmarks, such as Cisco and Fuji Film   

Personification: Many brands take their names from myths, such as Nike   

Punny: Some brands create their name by using a silly pun, such as Lord of the Fries, Wok on Water or Eggs Eggscetera

Brand Identifier   

Open Knowledge Foundation (OKFN) created in December 2013 the BSIN (Brand Standard Identification Number).

BSIN is universal and is used by the Open Product Data Working Group of the Open Knowledge Foundation to assign a brand to a product.

The OKFN Brand repository is critical for the Open Data movement.

Brand Identity   

The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity.   

The identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand – and by extension the branded company, organization, product or service.   Brand identity is what the owner wants to communicate to its potential consumers. For example, Visual Brand Identity .

 The visual brand identity manual for Mobil Oil one of the first visual identities to integrate logotype, icon, alphabet, color palette, etc.

Brand Image   

Brands are used for identification and for portraying images. Brand image may be priceless. Brands do not have life cycle like products.   

It pays to build strong brands by developing complex phenomenon that gets developed over a period of time due to repeated exposures, product use experience, word of mouth, competitive activity, and such other factors.

Brand Trust   

Brand trust is the basic 'believability' that any individual evokes.   

In the commercial world, the intangible aspect of Brand trust impacts the behavior and performance of its business stakeholders in many intriguing ways.   

It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment.

Brand Parity   

Brand parity is the perception of the customers that some brands are equivalent.   

This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand.  

 When brand parity is present, quality is often not a major concern because consumers believe that only minor quality differences exist.   

For Example:- Different types of washing powders available in the market.

Types of Brands   

A useful classification of brand is one, which divides them into manufacturers’ brands and distributors’ or so-called Private brands.

Derived Brands Iconic Brand Social Media Brand Multi Brands Multiple Brands for Same Product Store Label Brands Private Label Blanket and Individual Brand National Brand Global Brand FMCG Brand Luxury Brand

Derived Brands   

In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right.   The most frequently quoted example is Intel, which positions itself in the PC market with the slogan (and sticker) "Intel Inside".

Iconic Brands   

Iconic brands are defined as having aspects that contribute to consumer's self- expression and personal identity. Brands whose value to consumers comes primarily from having identity value are said to be "identity brands".   

Examples are: Apple, Nike and Harley Davidson.   Some of these brands have such a strong identity that they become more or less cultural icons which makes them "iconic brands".

Social Media Brands   

Social media brands may be the most evolved version of the brand form, because they focus not on themselves but on their users.   

In so doing, social media brands are debatably more captivating.   

In that consumers are compelled to spend time with them, because the time spent is in the meeting of fundamental human drivers related to belonging and individualism.   For example: Facebook, Whatsapp, etc

Multi-brands   

Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics)   

The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10   

This strategy is widely known as multi-brand strategy.   For Example, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent brands in the market. This also increases the total number of "facings" it receives on supermarket shelves.

 Multiple Brands for same product   

Some manufacturers pursue a policy which involves establishing two or more brands covering the same class of goods.   

The most important reason for the use of multiple brands on the same type of product is the desire to reach all or a no of segments.   

For example, P&G marketed two brands of toothpaste (Gleem and crest), several brands of packaged household soap detergents such as Tide, Oxydol, Cheer, Duz, Dreft and Dash, Ariel etc. as well as multiple brands for other specific types of products.

Store- Label Brands   Stores are differentiating themselves.   

The objective is to use the brand images to lure shoppers away from just any store and force them to travel to a destination store.   

For example, The invasion of branded ready-mades during the eighties from Reliance, Bombay Dyeing, and Raymond Woolen and casual wear labels like Intershoppe and Weekender ensured that the store as brand-remain, building sub- brands can earn premiums.   

Since the retailer’s real objective is to increase margins, the shops are expanding their product port-folios and creating sub-brands under the umbrella of the name of the store.

Private Labels   

Private label brands, also called own brands, or store brands have become popular.   

Where the retailer has a particularly strong identity (such as Shoppers stop, Pantaloons, Big Bazaar in the merchandising sector)   

This "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded.

Blanket and Individual Brands   

When a manufacturer produces two or more articles which are to be branded, it becomes necessary to decide whether the same brand commonly referred to as a “house” or “blanket” brand.   A blanket or house brand enables the buyer to identify all the products bearing that mark aids in establishing consumer recognition   

For example: Tang (owned by Mondelēz International )

National Brands   

There are brands adopted and sponsored by manufacturers and are commonly known as “Manufacturers” or “National” brands.

The most successful brand that have been adopted by manufacturers and pushed aggressively has been generally advertised on national scale.

Global Brands   

Brands which established their presence in a number of world markets with diverse products, customer groups and management base rich in international marketing experience.   

For example, P&G quickly flooded the Bombay market with its pamper brand of diapers to pre-empt the launch of Kimberly-Clark Lever Ltd.

FMCG Brands   

FMCG (Fast Moving Consumer Goods) goods are popularly known as consumer packaged goods.   

Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals.   

The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and extends to certain electronic goods.   

The fast moving consumer goods (FMCG) segment is the fourth largest sector in the Indian economy.

Some of the leading FMCG companies in the world include   

Colgate-Palmolive Famous brands: Colgate toothpaste   

Coca-Cola Famous brands: Coca-Cola, Diet Coke, Fanta, Sprite   H. J. Heinz Famous brands: Heinz Tomato Ketchup   

Johnson & Johnson Famous brands: Johnson's Baby, Neutrogena, Acuvue, Listerine oral care   

L’Oreal Famous brands: L'Oreal Paris, Garnier, Maybelline New York   

Nestlé Famous brands: Nestle Pure Life, Nescafe, Nesquik, Kit Kat   

Procter & Gamble Famous brands: Ariel, Gillette, Pampers, Olay, Duracell, Pantene   RB (Reckitt Benckiser)

Famous brands: Dettol/Lysol, Air Wick, Veet, Vanish   Unilever Famous brands: Dove bodycare, Axe and Rexona, Fair & Lovely, Lakme, Ponds, Vaseline

Luxury Brands   

Luxury products which are not necessary but which tend to make life more pleasant for the consumer.   

In contrast with necessity goods, luxury goods are typically more costly and are often bought by individuals that have a higher disposable income or greater accumulated wealth than the average.   Luxury brands are often perceived as exclusive brands because they are unique.   

Luxury brands are special and stand out.   

They are connected with several characteristics, such as exclusivity, uniqueness, scarcity, premium price, excellent quality, and aesthetics.

 

 

Top 10 Luxury Brands in India  

 Louis Vuitton: - Founded in France on the 19th century, Louis Vuitton sells clothing, handbags, jewelry, shoes, and watches.   

Hermès: - Hermes is one of the grandest houses in the lexicon of luxury goods. Established in 1837 by Thierry Hermes as a fine harness-making business and today world-renowned for its handcrafted, exceptionally desirable (and expensive) leather goods, most notably its Kelly and Birkin handbags. The company has also become a major player in ready-to-wear fashion.   

Gucci: - Having risen from $8,602 mn in 2012, a 48 per cent jump makes Gucci the second fastest growing brand on this list. The House of Gucci sells Italian clothing and leather goods.   Prada: - The Prada brand was created in 1913 by Mr. Mario Prada and has since become one of the most prestigious and widely-recognized brands in the fashion and luxury goods industries.   Rolex: - Rolex is the renowned name in the world of luxury wrist watches. It created the world's first waterproof watch in 1926. Some of the world's most famous athletes pitch Rolex watches including: Tiger Woods, Phil Mickelson, Roger Federer and Lindsey Vonn.   

Chanel: - Chanel is a privately held company. The company makes clothes, fragrances, handbags and watches. The brand is most famous for its “little black dress”, the Chanel No. 5 perfume and the Chanel Suit.   

Cartier: - This brand sells primarily watches and jewelry.   

Burberry: - This is a British luxury brand that sells clothing and accessories, and is especially known for its trench coat.   

Fendi: - Fendi is known for staying a step ahead of emerging trends. This company was founded in Italy and started out selling leather and fur products. Now its line also includes watches, eyeglasses, and fragrances.   Coach: - This company specially known for its prestigious handbags.

 

Brand management -

Brand management  - begins with having a thorough knowledge of the term “brand”.

It includes developing a promise, making that promise and maintaining it.

It means defining the brand, positioning the brand, and delivering the brand.

Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business.

A strong brand differentiates your products from the competitors. It gives a quality image to your business.

 

Brand management includes managing the tangible and intangible characteristics of brand.

In case of product brands, the tangibles include the product itself, price, packaging, etc.

While in case of service brands, the tangibles include the customers’ experience.

The intangibles include emotional connections with the product / service.

 

 

 

Branding Strategies Company Name

Individual Branding

Attitude Branding

"No- brand" Branding

Destination Branding

Nation Branding

Crowd Sourcing Branding

Multibranding

Premium Branding

Private Branding

Mixed Branding

Individual and Organizational Brands

Brand Extension

Brand Dilution

Company Name   Often, especially in the industrial sector, it is just the company's name which is promoted   

This approach has not worked as well for General Motors, which recently overhauled how its corporate brand relates to the product brands.   

Exactly how the company name relates to product and services names is known as brand architecture.   

In this case a strong brand name (or company name) is made the vehicle for a range of products   

for example, Mercedes-Benz or Black & Decker or a range of subsidiary brands such as Cadbury Dairy Milk

 

 

Individual Branding   

Each brand has a separate name (such as Seven-Up, Kool- Aid or Nivea Sun (Beiersdorf), which may compete against other brands from the same company   

For example, Persil, Omo, Surf and Lynx are all owned by Unilever.

Attitude Branding   

Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all.   

Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc... The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in English were copied into matching Hebrew logos to maintain brand identity in Israel.

“No-brand” Branding   

Recently a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates generic brand simplicity.   

This no-brand strategy means that little is spent on advertisement or classical marketing and it is attributed through the word-of-mouth, a simple shopping experience , etc.   

"No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name.   

"Tapa Amarilla" or "Yellow Cap" in Venezuela during the 1980s is another good example of no-brand strategy. It was simply recognized by the color of the cap of this cleaning products company.

Destination Branding   

Destination Branding is the work of cities, states, and other localities to promote to themselves.   

This work is designed to promote the location to tourists and drive additional revenues into a tax base.   

These activities are often undertaken by governments, but can also result from the work of community associations.   

The Destination Marketing Association International is the industry leading organization.

Nation branding   

Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding).   

Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics.   

The branding and image of a nation-state "and the successful transference of this image to its exports – is just as important as what they actually produce and sell."

Crowd sourcing branding   

These are brands that are created by "the public" for the business, which is opposite to the traditional method where the business creates a brand.

Multibranding   A company can engage in Multibranding, which involves giving each product a distinct name.   

Multibranding is a useful strategy when each brand is intended for a different market segment.   

For example, P&G makes Camay Soap for those concerned with soft skin and safeguard for those who want deodorant protection.

 Premium Branding   

Premium Branding is the process of slotting a brand at the very top end of the market where it commands the highest price from a small segment among the consumers of that product category, by a high mark up on production cost.   

The premium of a brand is the value attached by consumers to unknown benefits and quality attributed.   

When this unknown becomes known the premium reduces.

 Private Branding   

A company uses private Branding often called Private labeling or reseller branding.   

When it manufactures products but sells them under the brand name of a wholesaler or retailer.   

Private branding is popular because it typically produces high profit for manufacturers and resellers.   

For example, Rayovac, Paragon Trade brands, and Ralcorp Holding are major suppliers of Private labels alkaline batteries, diapers, and grocery products respectively.   

Radio Shack, Sears, Wal-Mart and Kroger are large retailers that have their own brand names.

Mixed Branding   

A branding strategy where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market. Beauty and fragrance marketer Elizabeth Arden is a case in this point.   

The company sells its Elizabeth Arden brand through department stores and a line of skin care products at Wal-Mart with the “Skinsimple” brand name.

 Individual and Organizational Brands   

There are kinds of branding that treat individuals and organizations as the products to be branded.

Personal branding treats persons and their careers as brands.   

For example, Nation branding works with the perception and reputation of countries as brands.

Brand extension and Brand dilution   

The existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.   

For example, Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene.   

The risk of over-extension is brand dilution where the brand loses its brand associations with a market segment, product area, or quality, price or cachet/ prestige.

 Introduction Fairy Tail – “We have all you look for”   

Meaning of fairy: A small imaginary being of human has magical powers, especially a female one.   

These fairy tail brand is only for young ladies. It includes all types of kurties like traditional, western and formal kurties, etc.   

Why I choose these logo?   

These logo shows the sign of “Fairy Tail” which actually means the magical lady with her tail, but here meaning of “Fairy Tail” is only related to magical Lady. Hence I choose this logo for my brand.   How it’ s related to my product?   

These logo is related to magical lady and the product which we are selling are only for ladies .

Hence it is related to my products.