Brand Building Case Study

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Basing on the number of products, a brand may be of the following types (A) Family Brand: When a single brand is used by a manufacturer to sell all his products and in all the segments of the market, then such a brand is known as the family brand. For example, all the products of BPL group are marketed with the same brand-name BPL. For example we have BPL TV, BPL washing machines, BPL audio systems, BPL Telephones etc. Similarly, Philips, Godrej, Videocon etc use only a single brand for marketing their products all over the country. This type of brand strategy is very popular. (B) Individual Brand: Individual brand is that brand when an individual product is marketed in different areas through different brand names. For example, the toilet…show more content…
Brand building is highly essential to make a brand quite visible in the market. For this a well concerted, conscious and systematic efforts must be made and executed. Thus, brand building is similar to building concrete structures. If one can observe, all concrete structures are built systematically over a paid of time brick by brick and subsequently maintained on a continuous basis. Likewise, brand building also calls for similar efforts. For example, the marketeer needs to innovate, develop, nurture and add suitable value constantly in relation to changing needs and demands of the tastes of the…show more content…
GUIDELINES FOR BUILDING STRONG BRANDS Brand Identity: having an identity for each brand is highly essential for marketing a product. Consider the perspectives of the brand-as-Person, brand-as-product, brand-as-symbol and brand-as-organisation. Identify the core identity of each entity. Then modify the identity of each entity as needed for different market segments as well as products. It is to be remembered that an image is how you are perceived and an identity is how you aspire to be perceived. Value proposition: Value proportion for each brand which has a driver role has to be perceived and known. Emotional and self-expression benefits along with the functional benefits must be considered. It must also be known how endorser brands will provide credibility. The relationship that exists between brand-consumer must also be understood. Brand Position: for each brand, there needs to be a brand position which will provide clear guidance for those who are implementing a communication program. Brand position is the part of the identity and Value proposition is that which is to be actively communicated.

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