Report

On
Branding

Platinum
A study on Branding
MKT (301)
Marketing Management
Prepared for
Dost Md. Samsuzzaman (Ronik)
Faculty
College of Business Administration (CBA)

Prepared by
Platinum
Group members are
SL:
1
2
3
4
5

Name
Md. Sazzad Hossain( Group Leader)
Ashikul Islam
Kazi Rabeya Sultana
Esrat Jahan
Md. Touhid Hasan

Program
BBA
BBA
BBA
BBA
BBA

Section
C
C
C
C
C

ID#
10302126
10302022
10302112
10302151
10302078

IUBAT-International University of Business Agriculture and Technology

Date of Submission: 23 july 2011

Table of contents
Topics

Page No

1. Preparatory Part:
A. Title Page .....I
B. Group & members Name......................................................................................II
C. Table of ContentsIII
D. Letter of transmittal ...............................................................................................IV
E. Student Declaration ...............................................................................................V
F. Acknowledgements .................................................................................................VI
G. Executive Summary .............................................................................................VII
2. Empirical Part of the Report:
Introduction .VII
Definition ..X
Brand Equity..X
ii

Choice Criteria Brand Element.X

Brand Elements....XI
Brand PromiseXII
The reasons for branding..XII
Building a Brand by seven Guidelines.......XII
Brand Sense..XIII
Branding Strategy ................................................................................................XIII-XIV
Factors Influencing Branding Strategies.............................XIV
Advantages of Strong Brands.XIV
The 10 Most Valuable Brands....XV
3. Ending Parts:
Conclusion..XVI
Bibliography...XVI

Letter of Transmittal
2nd April 2012
Dost Md. Samsuzzaman (Ronik)
Faculty
College of Business Administration (CBA)
International University of Business Agriculture and Technology
4 Embankment Drive Road, Sector 10, Uttara Model Town
Dhaka-1230
Subject: Submission of Report.
Dear Sir,
With due to respect we are the student of MKT 301: Marketing Management. It is the great
pleasure for us to have an opportunity to prepare a report on Branding. We believe that the
experience we acquired from this job is not only important for completing our course but also
it is an invaluable asset for our future life. We tried our best to fulfill the requirements of this
report. For your kind consideration we would like to mention that there might be some
iii

mistakes due to limitation of our knowledge, financial condition and our time limitation. We
hope you will consider our mistake.
Working with such an interesting job we are very happy. We are available for any quarry.
Sincerely yours,
Sazzad Hossain (group leader)

Student Declaration
I am declaring that this report on the topic of Branding has only been prepared for the
course requirement MKT 301: Marketing Management. It has not been prepared for any other
purposes.

iv

Acknowledgement
All praise to almighty Allah. In the process to doing and preparing my report, we would like
to pay our gratitude and respect to some persons for their immense help and enormous
cooperation. First of all we would like to pay our gratitude to our respectable instructor Dost
Md. Samsuzzaman (Ronik) who gave the opportunity of making the report on Branding.
We are also grateful to lab and library from which we got so much information.

Executive summary:
In todays scenario, every company wants to compete with others to
remain in the market. So it is very necessary for the company to know what the needs are and
wants of the customer, what is the preference of customers it is very important for a company
to know which product is preferred by the customer on which basis. Customer holds some
strong, favorable, and unique brand associations in memory. So my study is all about
Branding. Brand has a great impact on market and customer mind. A Brand company can
adopt to sight the competition. This study says that how build a good Brand to compete the
market.

vi

Introduction:
Branding is the process by which companies distinguish their product offerings from the
competition. Brands are created by creating distinctive name, packaging and design.
Brand signifies reputation and symbolic meaning attached to a brand. Branding is an integral
part of the overall marketing strategy. For the consumers a brand name is a means of
identification of products as well as means of differentiation of the branded products from its
rivals.
Customers (particularly consumers) view a brand as an important part of a product and
branding can add value to a product. A brand can provide a guarantee of reliability and
quality.

vii

Definition:
BrandA name, term, sign, symbol, or design, or a combination of these, intended to identify the
goods or services of one seller or group of sellers and to differentiate them from the
competition.
A brand is thus a product or service that adds dimensions that differentiate it in some way
from other products or services designed to satisfy the same need.
Brands can express six levels of meaning:
Attributes
Benefits
Values
Culture
Personality
User

viii

In high tech, a brand cannot be built it has to be earned. Brand strength is the consequence
of your actions -- it's your reputation boiled down to a name and logo. The most powerful
brands don't come from "marketing," but from great customer experiences.

The Role of Brands:

Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium

BRANDINGBranding is a plan for earning product reputation and for making sure that the world knows
about it and believes in it too. Branding protects a seller's products against those marketed by
competitors and imitators and helps consumers identify the quality, consistency, and imagery
of a preferred source. Customers (particularly consumers) view a brand as an important part
of a product and branding can add value to a product.
Branding is an effort to give a unique identity to the companys products and create emotional
associations with consumers.
Branding is really meansA reputation
Mark of trust & reduced risk
Unwritten warrantee
Long term vision
A living memory
A contract

ix

Brand Equity:
Brand equity is the added value endowed on products and services, which may be reflected in
the way consumers, think, feel, and act with respect to the brand.

Choice Criteria Brand Element:

Memorable

Meaningful

Likeability

Transferable

Adaptable

Protectable

Brand Elements:
Branding is vary general term converging

Name Brand

Designs

Trademarks

Logo& symbols

Character

Color

Slogans

A brand image distinguishes a companys product from competing products in eyes of the
user.
Brands are spread through various elements:

Brand Name: The word or words used to identify the company, product, service,
concept

Logo: The visual trademark that identifies the brand

Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you
hear me now" is an important part of the Verizon brand.

Designs: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle is
trademarked elements of those brands.

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

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

Slogans:

We try harder
Well pick you up
Nextel Done
Zoom Zoom
Im lovin it
Innovation at work
This Buds for you
Always low prices
Brand Promise:
A brand promise is the marketers vision of what the brand must be and do for consumers
The reasons for branding:

IT is a form of production differentiation, which helps to create a customer loyalty to

the brand.

Advertising needs a Brand name. Branding is necessary to create a separate product

identity.

It reduces the importance of price differentials

between goods.

Brand loyalty in customers gives a manufacturer more control over marketing

strategy.

Branding makes market segmentation easier.

A Brand image promotes an idea of products.

Building a Brand by seven Guidelines:

xi

Performance
Features
Conformance quality
Reliability
Durability
Style & design

Example:
Performance- A.R. Rahman

Features-Kishor with Asha Voshle

Conformance quality Must know who is singer (Asha Lata)

Reliability-What is purchasing(country music)

Durability-Shandha. Sachin (3 decades) (Performing together)

Brand Sense:
Sound
Sight
Smell
Taste
Touch
Example:
AutomobileSound
Sight
Touch

Branding Strategy:

Family branding:
-The power of the family name to help products.
-Image of family brand applicable across a range of goods.
e.g. Johnson & Johnson, Marks & Spencer.

Brand extension:

xii

Brand extension is a marketing strategy in which a firm that markets a product with
a well- developed image uses the same brand name but in a different product category.
Multi Brand:
When a company introduces more than one brand in the same category.
e.g. Uniliver- Close up, pepsodent

Line Extension: When some brand used in same purpose come from same category
with some difference.
e.g. Toyota (Corolla, Crown, Sprinter, Starlet )

Co-Branding:
Two companies join to create a new product carrying both their brands.
e.g. McCains cake and KFC, McDonalds & movie Mulan, Pizza Hut & Pepsi

Brand positioning:
Three levels of positioning:
Product attributes
Least effective
Benefits
Beliefs and values
Taps into emotions

Brand Name Selection:

Good Brand Names:
Suggest something about the product or its benefits
Are easy to say, recognize and remember
Are distinctive
Are extendable
Translate well into other languages
Can be registered and legally protected

Brand Sponsorship:
Manufacturer brands
Private (store) brands
Costly to establish and promote
Higher profit margins
Licensed brands
Name and character licensing has grown
Co-branding
Advantages / disadvantages

xiii

Factors Influencing Branding Strategies:

Market Size
Competitive Situation
Company Resources
Product Newness
Innovativeness and Technology

Advantages of Strong Brands:

Improved perceptions of product performance
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to crises
Larger margins
More inelastic consumer response
Greater trade cooperation
Increased marketing communications effectiveness
Possible licensing opportunities

The 10 Most Valuable Brands:

Brand

2006 Brand Value (Billions)

Coca-Cola

$67.00

Microsoft

$56.93

IBM

$56.20

GE

$48.91

Intel

$38.32

Nokia

$30.13

Toyota

$27.94

Disney

$27.85

McDonalds

$27.50

MercedesBenz

$22.13

xiv

Conclusion:
In the market there is lot of competitor. Branding helps to established a product in a
competitive market. There is some step to establish a good brand and some factors that
influencing Branding Strategies. So a company should careful about Branding. Branding
gives some advantage for the brand product.
Bibliography:
http//www.google.com,http//www.ask.com
www.pearsoned.co.in/philipkotler
Library.

xv