SLIDE brand: identify and defferentiate

Welcome to Group 4
presentation
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Brands: definition and
importance
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I,INTRODUCTION
II,BODY
1.Definition
1.1.Brand-as defined by American
Marketing Association
1.2.Brand-as defined by the organization of
the World Intellectual Property
Organization(WIPO)
1.3.Concept connotations
2.Importance
2.1.The function of brand
2.2.The value and benefits of strong brands
3.Example of s strong brand

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I.INTRODUCTION
• The word “brand” is derived from Norse meaning “to burn”.It refers to
the practice of producers burning their mark(or brand) onto their products
• Brands are powerful intrusments of strategic marketing on the road to
long term profit.
• A brand is an excellent vehicle through which a product can be
differentiated from its competitors.
• Brands have always been important

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1.Definition
1.1.Brand-as defined by American Marketing Association
The American Marketing Association defines a brand as
“Name, term, design, symbol, or any other feature that identifies one seller’s good or
service as distinct from those of other sellers”.
A brand is a product or service whose dimensions differentiate it from other products or
services designed to satisfy the same need
1.2 Brands - as defined by the Organization of the World Intellectual
Property Organization (WIPO).
A brand is a concept in the consumer product with the sign of the manufacturer attached
to the surface, on the packaging of good in order to confirm the quality and origin of the
product. The brand is usually associated with the ownership of the manufacturer and
usually authorizes a trade representative for final approval
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1.3 Concept connotations
There are two aspects associated with the brand:

-Psychology
-experience.
The experience of a brand is to sum up what the consumer feels when exposed to the
branded product. The psychological aspect, or image of a brand, is a symbolic
construct created in the mind of the consumer and evokes all the information and
expectations associated with that branded product or service.

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2.Importance
2.1.The function of brand
2.1.1. Identify and differentiate the brand
Identify
A brand identity is the face of your business. Your brand identity is a collection of
visuals and messages like your icon, logo, tagline, colors, stationary and packaging. It
can generate loyalty from your clients and make your employees proud to work for
you.

Differentiation
Your differentiation is what you offer or do that sets you apart from other companies
similar to you.
How can Identify and differentiate the brand
You can use brand identify elements that identify and differentiate the brand from
other brands such as: Name , Logo, Celebrity Endorsements, Slogans, Packaging
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2.1.2.Provide imformation and advice:
Ten tips on branding
 Focus on what your business achieves for its customers
 Take ownership of your brand
 Be honest
 Keep your brand simple by focusing on a small number of key brand values
 Be consistent
 Be thorough
 Involve employees

 Communicate your brand
 Meet and exceed what your brand promises
 Manage your brand

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2.1.3. Create the feel and trust
Trust is one of the most common emotions tapped by marketers to sell
products and services. Using Market Research to Effectively Leverage Trust
and market research should begin with asking consumers what they expect
from the brand. To ensure that marketing campaigns, brand extensions, and
so on consistently meet consumers’ expectations for the brand.
Trust is the cornerstone of any relationship brand, and just like relationships
in life , if there is no trust or trust is lost, then there is no relationship
2.1.4.Bring the economic benefits
 Premium pricing
 Lower cost of sales

 Lower cost of promotion
 Higher market share
 Higher stature
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2.2.The value and benefits of strong brands
2.2.1, The value of strong brands
2.2.1.1.Attract investment.
A positive brand is a business asset because it differentiates the business.
Investors are well aware that brand recognition gives a company a
competitive edge. 
Branding is a message sent to the marketplace, but it can also help you
deliver a message to investors. .
2.2.1.2 Brands are considered intangible assets
Positive associations with a given product or company contribute to a
brand's equity. These associations are created when a superior product is
coupled with a relevant, clear and unique message, yielding a brand

image that is memorable and easily recognizable.
Since brand equity is an intangible asset, as is a company's intellectual
property and goodwill, it cannot be easily accounted for on a company's
financial statements.
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2.2.1.3.Build and maintain customers loyalty to brand
 Loyalty Rewards Programs
 Improve Customer Service
 Communicate
2.2.1.4.Brand name will be protected by the law to avoid imitation cofirming
the advantage of the enterprise features
Trademark law provides the exclusive right to use a mark that serves to
distinguish the goods of one person from another. It is used to identify the
source of a particular product
Before launching a new business, product, service, or patented invention in the
marketplace, it is important to undertake a comprehensive trademark search

and obtain a clearance for your mark.

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2.2.2.The benefits of strong brands
2.2.2.1. Convince consumers to use products
Customers tend to be more convinced to buy products from reliable or
popular brands instead of less well-known ones.
2.2.2.2.Create the pride of employees
Emloyee engagement, including the need to surpport and improve the
employer’s brand, will positively affect the existence of a brand.
2.2.2.3. Create competitve advantage
For example, when more and more customers are willing to buy its products
or services, a company can get better pricing from the same vendors its
competitors are using.

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2.2.2.4, Increase the effectiveness of advertising and marketing
When there is a business power, it will increase the efficiency of the
advertising market and distribut.Create the strenght when negotiating
with suppliers
2.2.2.5, Develop bussiness
New products persuade the distributor to cooperate in launching new
products and persuade consumers to accept the product.
2.2.2.6, The effect increases the stock price:
When a business owns strong brands, it will easily attract and retain
talent, easily establish a professional management system, easily
invest in advanced technology or research and development.
A strong brand will create good conditions and create advantages in
all the business and development of the company.
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3.Example of a strong brand
Have you ever heard about Apple? Maybe
all of you know that’s the most famous
branding for iPhone, iPad, Macbook ...
etc.., in the world. So why it’s famous?

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III,CONCLUSION
 Branding informs your audience about what they can expect
from you
 Branding increases your value.
 Branding gives you the power to stand out
 Branding bootst your recognition.
 Branding promotes trusts.

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THANK FOR
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