Brand

Definition

A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor (Phillip Kotler).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Brand Roles

• Not just a name

• Transfer information from producer to client

• Represent image and identity of the company

• A positioning tool

• Build customer loyalty

• Save customer’s time and money and reduce customer’s risk

• Differentiate from other products

 

 

Branding

Definition

Branding is the act of creating a brand.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Branding Process

• Position your company or product in the market

• Devise brand strategy

• Create your name

• Design corporate or product identity

• Write brand messaging

• Set brand standards

 

 

The Idea of Branding Started From

Distinguish the goods

• craftsmen imprinted trademarks on their goods to mark the maker and origin

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Denote the ownership of the property

• Cattle and sheep were branded with paint, pine tar and hot irons

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

• Slaves were branded to mark ownership