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    Presentation - Brand and Branding

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    Ahmad Aiman
    Branding involves using names, terms, designs, and symbols to identify a seller's goods and services and differentiate them from competitors. A brand creates value by communicating attributes through symbols that influence thought and decision-making. Branding helps consumers make choices, reduces risk, and sets expectations while helping organizations simplify operations and gain legal protection. Effective branding involves strategically positioning a product in buyers' minds to create awareness and preference over alternatives. The scope of branding can apply to physical goods, services, stores, people, countries, and organizations.

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    Presentation - Brand and Branding

    Uploaded by

    Ahmad Aiman
    874 views16 pages
    Branding involves using names, terms, designs, and symbols to identify a seller's goods and services and differentiate them from competitors. A brand creates value by communicating attributes through symbols that influence thought and decision-making. Branding helps consumers make choices, reduces risk, and sets expectations while helping organizations simplify operations and gain legal protection. Effective branding involves strategically positioning a product in buyers' minds to create awareness and preference over alternatives. The scope of branding can apply to physical goods, services, stores, people, countries, and organizations.

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    WHAT IS BRAND? HOW DOES BRAND WORKS? WHAT IS THE ROLES OF BRAND AND BRANDING?

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    Branding involves using names, terms, designs, and symbols to identify a seller's goods and services and differentiate them from competitors. A brand creates value by communicating attributes through symbols that influence thought and decision-making. Branding helps consumers make choices, reduces risk, and sets expectations while helping organizations simplify operations and gain legal protection. Effective branding involves strategically positioning a product in buyers' minds to create awareness and preference over alternatives. The scope of branding can apply to physical goods, services, stores, people, countries, and organizations.

    Copyright:

    © All Rights Reserved
    874 views16 pages

    Presentation - Brand and Branding

    Uploaded by

    Ahmad Aiman
    Branding involves using names, terms, designs, and symbols to identify a seller's goods and services and differentiate them from competitors. A brand creates value by communicating attributes through symbols that influence thought and decision-making. Branding helps consumers make choices, reduces risk, and sets expectations while helping organizations simplify operations and gain legal protection. Effective branding involves strategically positioning a product in buyers' minds to create awareness and preference over alternatives. The scope of branding can apply to physical goods, services, stores, people, countries, and organizations.

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    You are on page 1of 16

    WHAT IS BRAND?

    HOW DOES BRAND WORKS?

    AHMAD AIMAN BIN SHUIB


    MSc Management
    1-17
    OBJECTIVE
    1. To gain information on the role of brands.
    2. To know the importance of how the
    branding works.
    3. To recognize the scope of branding and
    its activities.

    2-17
    INTRODUCTION
    • Though the concept of brand and branding has been
    debated recently as a major topic of study in marketing
    discipline, but they are almost as old as civilization.
    (Moore et. al., 2008)

    • Old civilization of Mesopotamia and Greek used marks


    and names to identify or indicate their offerings –
    predominantly of wines, ointments, pots or metals.
    (Sarkar & Singh, 2005)

    3-17
    The word brand comes from?

    BRANDR
    means “fire” or “to burn”

    - A mark burned on livestock with


    a heated iron as their
    ownership and brand.

    4-17
    DEFINITION
    A name, term, sign, symbol, or design, or a
    combination of them, intended to identify the
    goods or services of one seller or group of
    sellers and to differentiate them from those
    of competitors. - American Marketing Association

    A brand is an overall experience of a customer


    that distinguishes an organization or product
    from its rivals in the eyes of the customer.
    - John Fahy & David Jobber (2015)

    5-17
    WHAT IS A BRAND?

    A brand is a combination of attributes,


    communicated through a name, or a
    symbol, that influences a thought-
    process and creates value.

    6-17
    BEST GLOBAL BRAND 2018
    Criteria by Interbrand:
    1. Presence in Asia,
    Europe, North
    America and
    emerging markets.

    2. At least 30% of
    revenue outside of
    home region.

    3. Sufficient publicly
    available marketing
    and financial data.

    4. Produce long term


    economic profit.

    Source: Interbrand’s Best Global Brands 2018


    7-17
    WHAT’S REALLY A BRAND?

    A Brand is a
    Promise

    8-17
    BRAND OBJECTIVES

    Source: Simplicable. https://simplicable.com/new/brand-objectives

    9-17
    BRAND ROLES
    FOR FOR
    01 02
    CONSUMER ORGANIZATION

    i) RESPONSIBILITY i) SIMPLIFY PRODUCT


    HANDLING

    ii) HELP IN DECISION ii) ORGANIZE


    MAKING INVENTORY AND
    ACCOUNTING
    RECORD
    iii) SET
    EXPECTATION iii) LEGAL PROTECTION

    iv) INTELLECTUAL
    iv) REDUCE RISK PROPERTY

    11-17
    HOW CAN ASIAN FIRM BREAK
    INTO GLOBAL MARKET?
    01 Avoid Parochialism

    02 Adopt Corporate Culture

    03 Maintain Asian brand identity

    04 Avoid cheap low-quality image

    05 Think Global
    12-17
    What is Branding?
    - A strategic positioning in a targeted
    buyer’s mind that creates awareness to
    select one product/service over
    another.

    - The backing of a product with the power


    of a brand.

    13-17
    SCOPE OF BRANDING
    “WHO” THE PRODUCT IS

    WHO? – THROUGH NAMES AND


    BRAND ELEMENT

    “WHAT” THE PRODUCT

    WHAT? DOES

    “WHY” CONSUMER
    SHOULD AWARE AND
    WHY? CARE

    14-17
    • Branding can be applied to anywhere,
    everywhere, anything:

    1. Physical Good (Padini)


    2. Service (Air Asia)
    3. Store (Tesco)
    4. People (Donald Trump)
    5. Country (United States)
    6. Organization (Bursa Malaysia)

    15-17
    WHAT’S ON YOUR MIND WHEN YOU
    SEE THESE LOGOS?

    16-17
    17-17

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