What Is Branding? Everything You Should Know About Your Brand – Guide
What Are Brands?
A name, term, symbol, or any other feature that identifies one seller’s good or service as distinct from another. Like a blue host is a branded hosting provider company that provides hosting services but then there are thousands of other sellers providing the same services but are totally unknown because they are not branded.
Following are parts of a Brand
Brand Name:- Any name that can be spoken, including letters, words, and symbols.
(Eg. 7up, Godday, etc) Brand names simplify shopping, guarantee a certain level of quality, and allow for self-expression.
Any kind of logos, symbols, and other marks.
Trade Name:- The full legal name of the organization.
Eg. Nestle co, Procter & gamble, johnson-Johnson.
CHARACTERISTICS OF A GOOD BRAND
A good brand should possess as many of the following qualities characteristics as possible. It is extremely difficult, however, to find a brand that has all of them.
Indicate something about the product’s characteristics, it’s benefits, use, action, or the end result of the product. Eg. tide, excel, Sunkist.
Easy to Recognize
Easy for customers to say, spell and recall, and recognize. It should be simple, short, and one syllable. Such as Vim, Tide, Aim.
The brand name should be distinctive. example Kodak & Nike.
Be adaptable to new products that may be added to the product line. Eg waves, Campbell, sony.
It should be for protection.
It Shouldn’t be too Local
There will be a possibility of being translated into a foreign language. If there is a possibility of being marketed internationally. It should not have any geographical limitations if it sounds too local.
IMPORTANCE OF BRANDING TO SELLER
- Differentiate Product
- Attractive Image
- Facilitates the Seller’s Promotional Job
- Favorable Relationship with Consumers
- Developing Specific Market Position
- Helpful in Self Service Shopping
- Branding Involves Cost & Risk
A brand name is often an organization’s most valuable asset because it provides customers with a way of recognizing and specifying a particular product if they want to choose it again and recommend it to others.
A good brand name helps marketers to develop a specific image. Such a brand image helps the seller to accumulate a group of loyal customers.
Facilitates the Seller’s Promotional Job
It contributes effectively to the promotion, stimulating demand, and encourage valuable repeat purchases. Through promotion, the seller hopes to on the brand as a product (unlikely any other) and insist on obtaining it.
Favorable Relationship with Consumers
A company’s objective is to achieve repeat purchases and branding provides an opportunity to develop a favorable relationship with consumers. The relationship will result in a higher market share and increase profitability.
Developing Specific Market Position
Branding also enables manufacturers to develop a specific market position for a product. Eg. Pepsi, Coca Cola.
Helpful in Self Service Shopping
Branding is also helpful in self-services shopping, as a good branding display itself and attractive people. There is no need for salespersons to guide them. As the brand itself tells about the product.
Branding Involves Cost& Risk
This branding is important as it involves cost and risk. Each seller, Manufacturer, or retailer sponsoring a brand name is responsible for its original selection, it’s the introduction, it’s acceptance and its promotion and others can be costly & risky.
IMPORTANCE TO BUYERS
- Quicker & Easier Buying
- Helpful for Self Services Shopping
- Guarantee of Uniform Quality
- Easy to Identify
- Customer Self Image
Quicker & Easier Buying
Buyers know who is responsible for the branded products by having such information a buyer don’t need to buy by inspection, examination, and education of each article they buy.
This makes buying quicker, easier & safer.
Helpful for Self Services Shopping
Instead of guided by the salesperson, the brand name itself shows the product’s characteristics. Eg. Samsung, iPhone, etc.
Guarantee of Uniform Quality
good brand names are the guarantee of uniform quality. Buyers will buy it no matter from which retail shop they buy or at what time they buy. Japanese products which are prestigious brands, customers approach them.
Easy to Identify
The brand name allows the customers to easily identify the products and it simplifies shopping for them.
Customer Self Image
Sometimes brands are important to customers because buying a prestigious brand enhances customer’s self-image.
TYPES OF BRANDING
- Manufacturer Brand
- Private Brand (Private Label)
- Generic Brand
A brand that is created, owned and used by the producer of a product or service. Example. Xerox, Nike, Black & Decker, Procter & Gamble. The manufacturer’s brand is usually the best-known items and it is highly advertised. Their marketers have an excellent reputation and are widely known.
- 85% of food items
- 75% of major appliances
- All autos (are sold under manufacturers brand)
Also, know as middleman or distributors brand.
“A brand created, owned and used by reseller of a product or services.”
Private brands are promoted to a limited extent by the wholesaler or retailer but they do not achieve the national recognization that manufacturer brands do.
Nearly every large supermarket chains have their own private brands for many popular products ranging from cold medicine to sandwich bags to dandruff shampoo.
- 50% of shoes
- 33% tire market
- 13% of food
- 25% of appliances are sold under private brands.
The generic brand is actually (an unbranded product that is identified only by its product category.) Such as paper trowel, aluminum, foil, nylon, bakery items.
When it comes to the packaging, generic brands have a Palin vanilla 100k and they are cheaper than branded items
- Family Brand
- Individual Brand
A brand strategy in which a group of products is given a single brand.
- Campbell for example, makes Campbell park % beans, Campbell soup, Campbell soup, Campbell tomato juice.
- L.G, Philips, waves
- The forms need not incur the expense of research for a brand name. The advertising and promotion cost for new brands are lower.
However, a powerful name is no guarantee that family branding will succeed. For Eg. Xerox, tried to increase its powerful name to computers and computer printers but failed.
A separate brand assigned to a private product item within a line.
For Eg. Mars, it offers three musketeers, M&MS, snickers, and MilkyWay.
For Eg. Lever brother of Pakistan. Each brand has a distinctive name not associated with the company’s name.
The main advantage of using an individual branding strategy is that if customers don’t like a new product, the negative impact isn’t likely to affect the company’s other products. It also allows companies to expand into new, unrelated product areas without confusing customers.
Eg. Nestle Inc.
Chocolate – Dairy Milk
Water – Pure Life
Coffee – Nescafe
A GOOD PACKAGING MEANS A LOT
The container or wrapper depends upon the nature of the product. Many types of packaging are produced as cardboard boxes, cellphone bags glass jar & plastic jars for jams, pickles, aluminum packaging for toothpaste, etc.
Eg. Toothpaste is a semi-liquid product, we use 3 types of packaging. Tube, box & big cardboard boxes.
PURPOSE AND REASONS FOR PACKAGING
- To Protect the Product
- Provide Convenience & Protection
- To Identify the Product
- Promote a Brand
- Help Gain Acceptance of the Product from Middlemen
To Protect the Product
Packaging protects the product’s ingredients from damages such as leakage, spoilage, spillage, pilferage, evaporation, discoloration, moisture, insect attract, shrinkage, etc.
Provide Convenience and Protection
Packaging Provide convenience and protection after the product is purchased.
For Eg. Tetra packs for milk. This packaging for milk is most suitable as it prevents spoilage, spillage as well as evaporation of milk.
To Identify the Product
Packaging can identify a product and thus may prevent substitution of competitive products.
Promote a Brand
Packaging can also assist in getting a product noticed by consumers.
Eg. The average shopper spends 20 minutes in the store, viewing 20 products. At the point of purchase such as a supermarket, the package can save as a silent salesperson.
Help Gain Acceptance of the Product from Middlemen
A product must be packaged to meet the needs of wholesaling & retailing middlemen.
For instance, a package’s size and shape must be suitable for displaying and stocking the product in the store. An add shaped package might attract shopper’s attention but if it doesn’t stock well, the retailer is unlikely to purchase the product.
CHARACTERISTICS OF GOOD PACKAGING
- Economical Packaging
- Beneficial Packaging
- Satisfy the Customers
- Package Copy
- Easy to Recognized & Examine
To develop a packaging that is not too costly or the price is reasonable.
From the retailers & customer’s point of view packaging must be attractive, comfortable, easy to transport, easy to store, and also to increase the profit margin.
Satisfy the Customers
The packaging should satisfy the customers. The package copy should be informative.
Written material on the product on which the information of the product is displayed, should always be maintained. Eg. Medicine packages.
Easy to Recognized & Examine
The packaging should be recognizable to the customers so that they can examine it, and it should also be easy to dispose of.
Eg. cream & cosmetic packages.
IMPORTANCE OF PACKAGING
- Production Oriented Activity
- Protection & Convenient
- Major Competitive Force
- Performs a Selling Job
- Safety in Packaging
- New Developments
It means to develop good packaging to increase profit possibilities and production.
Protection & Convenient
The packaging provides protection against spoilage, tampering. Eg. computer package.
Major Competitive Force
Packaging plays a major role in the product, the packaging has to be more attractive than of its counter product to minimize the competition level. Perfume packaging, chocolate packaging.
Performs a Selling Job
The packaging itself performs a selling job by describing its features through package copy.
Safety in Packaging
Safety in packaging has become an especially important marketing and social issue in recent years. Several firms in their promotional programs have stressed the safety, features incorporated in the packaging of their products.
New developments in packaging, occurring rapidly and in a seemingly endless flow, require, management’s constant attention to packaging design & sizes, new closures, and other new features. These all bring increased convenience for consumers and extra selling points for marketers.
- Changing the Package
- Packaging the Product Line/Family Packaging
- Reuse Packaging
- Multiple Packaging
Changing the Package
Management has 2 reasons for considering a package change.
a) To combat a decrease in sales and
b) To expend a market by attracting a new group of customers.
A firm may want to correct a poor feature in the existing container or a company may want to take. Advantage of new materials. Some companies change their containers to aid in promotional programs. A new package could also be used as a serious appeal in advertising copy or because the old container might not show up well in advertisements.
Packaging the Product Line/Family Packaging
Family packaging should be used only the products are related in use and are of comparable products or quality. Eg. Sunsilk shampoo (use the same bottles but are different in colors.)
Family packaging should be used only when the products are related in use and are of similar quality.
Another strategy to be considered is the reuse package that can serve other purposes after the original contents have been consumed.
Eg. Lite bottles of soft drinks can later be used to serve water.
For many years, there has been a trend toward multiple packaging, It is the practice of placing several units in one container.
Eg. golf balls, building hardware, candy bars, towels. and countless other, products are packaged in multi-units. This proved that multiple packaging increases the total sales of a product.
CRITICISMS ON PACKAGING
The packaging is a social-economic forefront today because of its relationship to environmental pollution issues.
Perhaps the biggest challenge facing packages is how to dispose of used containers.
- Packaging Depletes our Natural Resources
- Packaging is Expensive
- Risk for Health
- The packaging is Deceptive (attractive package + low-quality product)
Packaging Depletes our Natural Resources
As our natural resources are limited and demand maximum utilization by avoiding wastage.
Packaging should be done for the purpose of handling and shipment to save a product from damage during transportation. On the other hand of over packaging of gift packs, cosmetics, toys, sports items become waste after the opening of the product.
Packaging is Expensive
The whole process of packaging raises the total cost of production and consumers are unwilling to buy the produce.
For Eg. Milk pack is expensive than fresh milk.
- Perfume packs
Risk for Health
Improper and dangerous packaging materials can create a serious risk situation for manufacturers, intermediaries, and customers.
For Eg. Microwave food wrappers that contain thin moralized plastic-film strips. These strips are used to enhance the cooking of certain foods such as pizza. However, the strips release chemicals that some health experts consider to be cancer-causing.
Packaging is Deceptive
Packaging can be deceptive in some cases here the quality of the product is interior as compared to its superior packaging. Customers are attracted because of good packaging but are disappointed by the low quality of the product.
LABELING IN BRANDING
“A label is that a part of a product which provides information to buyers and identification to manufacturer & seller.” Labeling is another product feature that needs managerial attention. The label is that part os a product that carries visible information about the product or the seller.
” A label could also be related to the package or it’s going to be a tag attached on to the merchandise. Which can range from a thumbnail size sticker on the shirt to a full page label on a refrigerator?
A label may contain any information about the product.
a) Who made it.
b) Where it was made.
c) It’s contents.
d) How it is to be used.
e) How to use it safely.
CHARACTERISTICS OF LABELING
- Appear on the Package or Directly Attach
- Related with Branding & Packaging
- Promotional Message
- Perfume Selling Job
- Information About the Product
Appear on the Package or Directly Attach
A label can be directly attached to the product like a blanket, jeans, shawls, sweaters, etc. It can also appear on the package of the product. For example as in medicines, biscuits.
Related with Branding & Packaging
The three main product features branding, packaging & labeling are interrelated. The brand name and other information are labeled on the package. A package is not of any worth.
A label plays an important for promoting a product. All the information labeled is a promotional message. The label adds value to the product. Eg. the label on clothing, food, etc.
Perfume Selling Job
A good label takes up the selling job. Itself is a salesman. After the package has attracted buyers’ attention and interest, the label, through a combination of promotion.
Information About the Product
The information required to use the product is provided on the label. for example name of the product, manufacturer, or retailer who sponsors the brand, brand name, generic type of product, company, location, ingredients, direction price, usage, expiry, and some other information related to the specific label.
TYPES OF LABELS
- Brand Labels
- Grade Labels
- Descriptive Labels
- Open Dating Labels
- Nutritious Labels
A brand label is simply the brand alone applied to the product or to the package. Eg. Bata shoes, service shoes.
It tells the product quality performance or product utility with the letter, number, or word.
Letter – A,B,C
Numbers – 1,2,3
Words – Super Quality
Eg. Yellow label, Finest Tea, International Quality No.1
The descriptive label tells us about and shows the physical product, it’s the raw material, functions, purpose, usage, benefits, price, warning, care, performance, or other features of the product.
Eg. Sunsilk Shampoo.
- Main Ingredients
- Net volume
- Direction for use
- Manufactured by
- License from
Open Dating Labels
It indicates the product useful life and helps consumers avoid spoiled products. In an open dating label, the manufacturing and expiry dates are given. Eg. medicine, juices.
Nutritious Label gives full information about, the nutritious value of the product. Eg. Edible oil, biscuits, Cerelac, Nido milk.
IMPORTANCE OF LABELING
- Information to Buyers & Intermediaries
- Promotional Support
- Label Shows Quality
- Perform a Selling Job
- Regularly Compliance
Information to Buyers & Intermediaries
The label of product contains dozens of information & a full description of products including.
- Brand Name
- Instruction for use
- Generic name
- Name of Manufacturer
(i) Expiry Date
Indicates the useful life of the product.
(ii) Universal Product Scale
It is a type of bar code assigned to products that include price, weight, inventory number and can be read by the scanner.
The labels and tags whether visible/hidden play an important role in a company’s promotional efforts.
A company’s product labeled with information a much eye-catching than a product without it.
Label Shows Quality
From the customer’s point of view, a labeled product having a good package is a sign of good quality.
Eg. The label on food products & clothes shows their quality.
Perform a Selling Job
The labels work as a silent salesperson & perform a selling job by giving information about the product itself, especially in self-service stores.
The various regulation requires that product label may include a certain type of information.
- Clothing must include fiber content.
- Information about hazards and danger caused by paints & solvents.
- The correct usage of description drugs, health remedies & electrical appliances.