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BRANDING


                   BRANDING

         Name is the game in marketing. Brand is the name of the product. Buying decisions of the consumers up to a great extent are based on brand perception. Branding has a unique and vital role in the effective marketing of products. It will be very useful to discuss branding under the following heading:

              Definition of Brand Name

        Brand is a very wide term. It includes any symbol, term or word which is used for the purpose of ‘product identification.’ The American Marketing Association has defines brands as, “A brand is a name, symbol or design or a combination of them which is intended to identify the goods or service of a seller or group of sellers and to differentiate them from those of competitors.”

       According to Lipson and Darling, “The brand name is concerned with that part of the brand that be vocalised.”

       Therefore, it is clear that brand is comprehensive in the nature. Brand serves twin objectives- identification of the product and differentiation of the product from the products of the competitors.


     Main Characteristics of Brand

       From the analysis of above definitions the following characteristics may be identified with regard to brand:

      1. Brand is the name of the product.

      2. It includes any school, term, design or a combination of them.

   3. Brand is used for the purpose of identification of marketer’s products or service.

      4. It is used to differentiate the products or services from those of
          competitors.

      5. The brand name is vocalised part of brand.

      6. Every brand has its own personality.

      7. When the brand is registered it becomes trade mark.



    Conducive Conditions for Branding

      1. Branding requires huge funds to advertise the product or service. Thus the marketing company must be having sufficient funds to promote the brand.

       2. When the marketing opportunities for company’s product is prevailing for a long period.

      3. When the firm is dealing in “Fast Moving Consumer Goods (FMCG)” or in “Fast Moving Health Goods” (FMHG).

     4. When the marketing company is in a position to maintain quality standards continuously.

     5. When the Product differentiation is possible, so the marketing company may project its product superior to its competitors.

      6. When the product or service is having hidden buying motivate, which can be encased by sound advertising appeals.

   7. When the marketing company is using indirect channels of distribution.

      8. When the target customers are geographically scattered.

   9. When the target customers of firm’s product prefer branded products.

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