n By
K Anandhi CII-IL
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Brand
A Brand is a … ..
Name, Term , S ign, S ym bol, or D esign
intended to identify and distinguish the goods and services from one another
brand.
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Individual Brands Versus Family Brands
Individual Brand
Using different brand names for different products.
Family Brand
Marketing several different products under the same
The value of company and brand names. Awareness, quality, loyalty, patent and trademark.
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Benefits of Branding
Powerful asset/tool in establishing competitive advantage-
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An Effective Brand Name
● Is easy to pronounce ● Is easy to recognize and remember ● Is short, distinctive, and unique ● Describes the product, use, and benefits ● Has a positive connotation ● Reinforces the product image ● Is legally protectable
