MBA Distance education learning / Brand makeup

Management Tutorials

Q: What is Brand ?

Ans: A brand is a consumer’s idea of a product.Or a perceived experience offered by a product or service.

Or a products unique identification.

Like the Voltas (a Brand of Tata Group) is known to be the first Indian indigenous air conditioner.

In simpler words the name or any other kind of physical or abstract identification given to a seller’s product so that customer can easily identify the product in the assortment called Brand

Q: What is brand Name?

Ans: The part of the brand which can be vocalized – utterable. Like Tata Tea, American Express, Disneyland etc

The brand name may or may not borrow from the company name.

Brand Names of some sauce products

• Hay ward's
  
• Heinz Tomato Ketchup
• HP Sauce
• Loyd Grossman cooking sauces
• Reggae Reggae Sauce (UK, Jerk/BBQ Sauce)
• VIMAL (Brand)
• Waistline

Tinned pulses, vegetable and fruits

• Cross & Blackwell
• Heinz Baked Beans
• VIMAL (Brand)

1. Brand Mark: The part of the brand which can be recognized but is not utterable, such as a symbol, design. Or distinctive coloring or lettering.
2. Trade Mark; when a seller or producer trades in a product or service he uses a name for his firm which is given legal protection for excusive appropriation and rights.

A trademark protects the seller’s exclusive rights to use the brand name and/or brand mark.

Q: What is Copyright?

Ans: The exclusive legal right to reproduce, publish, and sell is called Copyright

Q : Discuss the issue of Brand Decisions?

Ans: the companies has to take a very crucial decision of whether to brand a product or not. In past the market has witnesses unbranded products they have been sold without any supplier identification. But as and when the market got organized for the sake of craftsmen and consumers trademarks were used.

The reasons for branding are:

1. Brand name provides legal protection of unique product features, which would otherwise be copied by the competitors.
2. it enables the seller to attract a loyal and profitable set of customers.
3. Branding helps the seller segmenting market.
4. Good brands help in creating corporate image etc.

Q. Discuss the Brand Sponsor Decision?

Ans: This Decision is one that determines who will control the Brandbecause it takes a lot of time, money, and effort but if it is successful then the profits are great.

The decision whether or not he should try to create a brand includes

He should allow the stores that he sells to create their own brands

( Distributors branding policy).

Or the product may be launched as a manufactured owned brand

( Manufacturer Branding Policy) .

Or whether to market the product using an Individual Brand (a separate brand for each product such as Tide and Cheer).

Or a Family Brand (a brand for similar products such as televisions, and VCR's such as Panasonic),

Or a Combination of the two (Kellogg Rice Kris pies).

There are advantages to both types of Branded products.

Manufacturer's Brands have the following advantages:

1. high customer loyalty due to heavy advertising by the manufacturer
2. the manufacturer restocks retailer’s shelves, thus lowering retailer’s inventory risk.
3. if there is a quality problem with the product, the manufacturer gets the blame while the customer remains loyal to your store.