TH E M A R K E T-
BR A N D I N G
•DIRECTIONS: GIVE AT LEAST TEN AGRI –
PRODUCTS/BRAND THAT IS LOCALLY MADE FROM YOUR
PROVINCE/TOWN.
•
• THE PRODUCT IS THE BRAND AND THERE IS NO STORY
TO BE TOLD EXCEPT THE SWELLS OF EMOTION EACH
CONSUMER HAS WHEN HE OWNS THAT BRAND.
- DUSHYANT WALDIVKAR
1. 1. WHAT DOES THE SAYING WANTED TO TELL?
2. 2. WHAT IS MEANT BY THE PHRASE “SWELLS OF EMOTION”?
WHAT IS IT REFERRING TO?
3. WHAT A
GREAT IDEA YOU GOT THERE! NOW LET US GO
DEEPER WITH THE LESSON.
BRANDING
• THE BUSINESS PROCESS THAT DEFINES OF WHO YOU ARE, WHO
YOU WANT TO BE, AND HOW PEOPLE TREAT AND PERCEIVE YOU
TO BE IS DONE THROUGH A MARKETING PRACTICE
•ITDEFINES THE NAME, SYMBOL OR DESIGN THAT IDENTIFIES
AND DIFFERENTIATES PRODUCT/SERVICE FROM YOUR
COMPETITORS. IT TELLS THE CUSTOMER OF WHAT YOUR
PRODUCT/SERVICE COULD GIVE TO THEM.
•A GOOD BRAND HAS THE FOLLOWING CHARACTERS:
- THE MESSAGE OF THE BRAND WAS CLEARLY STATED.
- IT CONFIRMS YOUR INTEGRITY AND CREDIBILITY AS A SELLER.
- IT CONNECTS EMOTIONALLY AND INTELLIGENTLY TO WHAT
YOUR PROSPECTED CUSTOMERS’ WANTS AND NEEDS.
- IT MOTIVATES THE BUYERS LOYALTY TO KEEP ON
PATRONIZING YOUR PRODUCT.
•HERE ARE SOME SIMPLE TIPS TO BROADCAST YOUR BRAND:
• DEVELOP A CREATIVE TAGLINE. HAVE AN EXPRESSIVE AND
REMARKABLE TAGLINE THAT APPREHENDS THE MEANING OF
YOUR BRAND, BRIEF BUT CONCISE.
• PRODUCE A COUNTLESS LOGO. DESIGN A LOGO THAT FITS TO
YOUR BUSINESS AND DEPENDABLE WITH YOUR TAGLINE.
• CONVEY THE MESSAGE OF YOUR BRAND. SELECT AN
APPROPRIATE AND PROMISING WORDS THAT WILL TELL ABOUT
YOUR BRAND.
• BE LOYAL TO YOUR BRAND. TRUSTWORTHINESS IS ESSENTIAL
TO THE CUSTOMER’S CHOICE.
• BE CONSISTENT AND RELIABLE AS ALWAYS AS POSSIBLE. GIVE
WHAT IS WORTH TO YOUR CUSTOMERS.
TEN ELEMENTS/PARTS OF BRANDING
1. BRAND IDENTITY. THIS WILL INVOLVE THE NAME, LOGO,
TAGLINE OR MESSAGES ABOUT THE BRAND.
2. BRAND IMAGE. IT PRESCRIBED ON WHAT THE BUYERS
EXPECT FROM THE BRAND.
3. BRAND POSITIONING. IT DEFINES WHAT SECTION OF THE
MARKET IT IS TARGETING. IT IS HOW A PRODUCT WILL
MAKE A PROFIT.
4. BRAND PERSONALITY. IT DESCRIBED THE IMAGE OF THE
BRAND IN THE MARKET.
1. BRAND EQUITY. IT INCLUDES THE STRATEGIC BENEFITS OF THE
BRAND OT ITS VALUE TOWARDS THE BUYERS.
2. BRAND EXPERIENCE. IT COVERS ALL THE FEEDBACKS AND
IMPRESSIONS OF THE CUSTOMERS WHILE PATRONIZING THE BRAND.
3. BRAND DIFFERENTIATION. IT IS HOW THE PRODUCT WILL STAND OUT
DIFFERENTLY AMONG OTHER BRANDS.
4. BRAND COMMUNICATION. IT IS HOW THE BRAND CONVEY MESSAGES
TO THE CUSTOMERS. IF THE BRAND HAS TO EXPAND, IT SHOULD
DELIVER MESSAGES THAT FAVORS TO THE CUSTOMER’S INTERESTS.
5. BRAND GAP. A SUCCESSFUL BRAND USUALLY GAVE WHAT HE
PROMISED TO HIS CUSTOMERS. THIS GAP USUALLY HAPPENS WHEN
THERE IS A DIFFERENCE BETWEEN WHAT A BRAND PROMISES TO
DELIVER AND WHAT IT ACTUALLY DOES TOWARDS HIS CUSTOMER.
10. BRAND EXTENSION. IT MEANS MAKING A VARIETY OF
PRODUCTS FORM A SINGLE ONE. THIS IS DONE TO
CONTINUE THE EXISTING OPERATIONS OF THE
COMPANY EMBRACING THE LATEST TRENDS IN
PRODUCT DEVELOPMENT.
•CREATE – YOUR - OWN
•DIRECTIONS: GENERATE A CLEAR APPEALING PRODUCT BRAND WITH LOGO
AND TAGLINE.
•TRUE OF FALSE
•DIRECTIONS:WRITE T IF THE STATEMENT IS TRUE AND F IF IT IS FALSE.
WRITE YOUR ANSWER ON THE SPACE PROVIDED BEFORE EACH NUMBER.
•_____1.
A SUCCESSFUL BRAND MUST BE ABLE TO DELIVER WHAT IT
PROMISES.
•_____2.AN EFFECTIVE BRAND STRATEGY GIVES YOU A MAJOR EDGE IN
INCREASINGLY COMPETITIVE MARKETS.
•_____3. A SUCCESSFUL BUSINESSMAN MUST FOCUS TO ONE PRODUCT IN
ORDER TO MINIMIZE COST OF PRODUCTION.
•_____4. YOUR BRAND IS THE MIRROR OF YOUR SOUL AND PERSONALITY.
•_____5. THE BRAND LOGO, TAGLINE, PUNCHLINE IS ALL PART OF BRAND
EQUITY.
•. TAGLINES MUST BE MEANINGLESS AND FORGETTABLE FOR THE
CUSTOMERS.
•_____7. THE BRAND IMAGE DICTATES THE IDEA OF WHAT THE BRAND WANTS
CONVEY TO THE CUSTOMER.
•_____8. THE BRAND EQUITY MEASURES ONLY THE TANGIBLE VALUE OF THE
BRAND.
•_____9. THE DIFFERENCE BETWEEN WHAT A BRAND PROMISES TO DELIVER
IN ITS COMMUNICATIONS AND WHAT IT ACTUALLY DOES IS THE BRAND
DIFFERENTIATION.
•_____10.
IF THE BRAND HAS TO GROW, IT MUST BE CLEARLY
COMMUNICATING ITS CORE BENEFITS TO THE CUSTOMERS.
•_____11. BRANDING IS NOT ONE OF THE MOST IMPORTANT ASPECTS OF ANY
BUSINESS.
•_____12.
SELECT SHORT MESSAGES YOU WANT TO COMMUNICATE ABOUT
YOUR BRAND.
•_____13. BRAND POSITIONING DEFINES WHAT SEGMENTS OF THE MARKET IT
IS TARGETING.
•_____14. SWOT SHOULD ALWAYS BE SPECIFIC AND SUBJECTIVE.
•_____15. SWOT ANALYSIS SHOULD DISTINGUISH BETWEEN WHERE YOUR
BUSINESS IS TODAY, AND WHERE IT COULD BE IN THE FUTURE.
