application of Branding and its Features Venue: Markaz Conference Hall, Karanthur. Let’s talk about brands before branding! Some of the world leading BRANDS WHAT IS BRAND? BRAND IS NOT ANY PRODUCT. BRAND IS NOT A LOGO. SO WHAT IS BRAND? A name, term, sign, symbol or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. WHAT ARE THE OBJECTIVE? Identify the various characteristics of products. Learn how companies build and manage product lines and mixes. Understand how companies make better brand decisions. IMPORTANCE OF BRAND If a brand works it can convince customers and can raise the expectations connected with a business, product or service. KEY OF SUCCESSFUL BRAND? Find the right advertising/ branding agency. Top management must be committed to this effort. Assign one point person to work with the agency. Do not make decisions by committee. Give the brand time to work. Create a brand style guide and give to every employee. PROS OF BRANDING Building brand equity and brand loyalty. Identification of operation. Quality standard is maintained. Enhancement of image. Protection from competition. CONS OF BRANDING Costly and expensive. Burden of responsibility. Chances of brand failure. SELECTING A BRAND NAME Brand name selecting process may you find trivial but it is not. Some brand names are so good that contribute to the success of product or services. Brand name can be of family, colours, fruits, owner's name, birds or animals, country or city name, etc. Brand Vision A clear articulation of the strategic, financial, and brand goals that management has created for the brand. A first step to strategic screens as to where the brand can and cannot go. BRANDS POSITIONING A brand's positioning is the place in consumers' minds that you want your brand to own. So the customer/ consumer is the king as always. Thus what is branding? "World is noisy. We had to communicate through this noise to stand out." - Steve Jobs [ex-CEO of APPLE] on The Secrets of Branding. Be different Be vigilant Be relevant Probably, main Four components while we work on a branding: 1. What is my company stand for? 2. What is the strong message of the company? 3. What is the single sentence about your company? 4. We have to be really clear on what we wanted them to know? Development stages of the SIGNATURE OR A logo unit The SIGNATURE OR logo unit Some of international Branding/ Logo development The Pepsi logo was revamped by New York based Arnell Group for $1 million. The new design featured a “smile”, with a less formal rounded lower- case typeface. The end result. On the product. Branding/ Logo development Meaning of some of the Logos The three-pointed star was supposed to symbolize - Land - Water and - The air The Apple logo is derived from the story of Adam and Eve in the Bible. The bitten apple represents the fruit from the “Tree of Knowledge”. There are three ellipses. Each ellipse represents: - Heart of the customer - Heart of the product And - The heart of technological progress. LOGOs of ADVERTISING AGENCIES where I’ve worked The logos which I’ve designed and developed Hope this presentation was helpful? Thank you!