Branding In Marketing

overtaken the demand and as a result, in order to have a share in the market, a company not only needs to create its own customers but also retain them. In order to keep customers, the manufacturers need to create customer loyalty. Branding is one such method which ensures customer loyalty and serves as the most powerful instrument of sales promotion due to the following reasons.

1. Ever-increasing competition.

2. Importance of packaging as a distinct marketing function. Branding and packaging always go hand in hand.

3. Need for advertising and garnering publicity. It is branding alone which enables advertising.

4. Development of consumer brand-consciousness as a brand image in his mind. Branding ensures a separate identity for a product and

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 soaps that are produced by the HLL bear different brand names like Lux, Lifebuoy, Lux Supreme, Liril,

Brand Managers often carry Line-management accountability for a brand’s P & L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above to manage and execute.

The following are the responsibilities which a brand manager discharges

1. To build and manage both the product mix and the product line.

2. To chalk out long-term, competitive strategy for the brands.

3. To work in tandem the advertising agencies for the promotion of the brand.

4. To gather information continuously regarding the brand’s performance in the market, customer attitudes, attitudes of the dealers and the Brand loyalty of the customers

5. To innovate and develop competitive brand positioning strategies.

6. To use packaging and branding as effective marketing tools to promote the brand

7. To manage effectively the Brand life cycle.

8. To carry out product innovations.

9. To prepare appropriate strategies for both product planning as well as development for the existing brand as well as for new brands.

10. To create and manage brand equity