Branding: The Art
of Building
Memorable
Identities
Name: Alvin Siju
What is Branding?
1 Definition 2 Beyond the Logo 3 Consistent Representation
Branding is the practice of Branding encompasses much Effective branding ensures
creating a unique name, more than just a logo. It that a company's identity is
symbol, design, or a includes the overall visual consistently represented
combination of these elements identity, messaging, tone of across all touchpoints, from
that identifies and voice, and the emotional marketing materials to
differentiates a company or connection a brand creates customer interactions.
product from its competitors. with its audience.
The Importance of Branding
Brand Awareness Customer Loyalty Competitive Advantage
A strong brand helps a company Effective branding builds an A well-defined brand identity can
stand out in a crowded market, emotional connection with give a company a competitive
making it easier for customers to customers, fostering loyalty and edge, allowing it to differentiate
recognize and remember the repeat business. Loyal itself from competitors and
business. customers are more likely to command a premium price for
recommend the brand to others. its products or services.
Type of Brand
Manufacturer's Brand: Local Brand:
When the ownership lies with the manufacturer and the producer provides When the product is available at the local area and the brand is restricted to
the brand name to the product, its called manufacturer's brand. For Example local markets or region, it is called local brand.
Apple, GE, Intel and Mc Donald's .
Middlemen Brand: National Brand:
In certain cases, the manufacturers do not undertake branding by When a brand name is owned by the producer or distributor and is
themselves, instead they leave their products to the wholesalers or retail distributed all over the nation, it is called National Brand.
chains for branding. For example Reliance Select a brand of Reliance Retail.
Family Brand: Individual Brand:
When multiple products of the manufacturer are marketed under the similar When diverse products belonging to same category are manufactured by a
brand name, it is called a Family Brand. Videocon, Nestle, Johnson. The term company but have different brand names, they are called individual brands. For
umbrella branding is also a substitute for Family Brand. example P&G offers an array of individual brand in each product category,
some of them being Ariel, Tide, Olay, Oral-B.
Classification on the basis of Durability
and Tangibility
Non durable goods:
Non durable goods are tangible goods normally consumed in either one or a
couple of uses. These are purchased regularly and also consumed frequently.
The marketer has to advertise heavily to increase the purchase and build
brand preference.
Durable goods:
Durable goods are tangible goods that can normally be used for many years.
These products need more personal selling, after sales service, are often
supported by guarantee and warranty programs.
Services:
On the basis of tangibility, products can be also be classified as physical products
and services. Services are intangible, inseparable and inconsistent products.
Examples include hospitality service, airlines services, insurance and banking
services.
Characteristics of Branding
1
The name should be short and easy to
spell, pronounce and remember. For
example, Ponds, Rin.
2 A brand should suggest the benefits or qualities of
the product and also suit its functions. For
example, Boost, Fair & Lovely.
The name should be unique as well as adaptable
3 :to packaging and labelling requirements. It should
also be adaptable to different mediums of
advertising and languages..
Brand Identity: Logo, Typography, and Visual
Elements
Logo Design Typography Color Palette Imagery and Visuals
The logo is the visual The fonts and typefaces The color scheme you The photographs,
cornerstone of your used in your branding choose for your brand illustrations, and other
brand, acting as a materials play a crucial will have a significant visual elements used in
symbol that instantly role in establishing your impact on how it is your branding materials
represents your brand's visual identity. perceived. Colors can should be consistent
company. A well- The right typography evoke specific emotions with your brand's overall
designed logo should be can convey your brand's and associations, so it's aesthetic and reinforce
memorable, versatile, tone and personality. important to select a the message you want
and reflective of your palette that aligns with to convey.
brand's personality. your brand's personality.
Measuring and Optimizing Brand Performance
Brand Awareness Measure the level of recognition and recall of your brand among your
target audience.
Brand Sentiment Assess the overall perception and attitude towards your brand, including
customer satisfaction and loyalty.
Marketing Effectiveness Analyze the performance of your branding and marketing campaigns,
including metrics like engagement, conversion rates, and return on
investment.
Brand Equity Evaluate the value and strength of your brand, which can be a significant
asset for your business.
By regularly monitoring and analyzing these key performance indicators, you can identify areas for improvement and make data-driven decisions to
optimize your branding strategy and enhance your brand's overall effectiveness.
THANK YOU
