Product identification is the process of branding products. The branding is an important aspect of product planning. It involves the assignment of a brand name to the product being offered to the customers. The word “brand” is a comprehensive term. According to the American Marketing Association, a brand is a name, term, symbol or design – or a combination of them – which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
A brand identifies the product for a buyer and gives the seller a chance to earn goodwill and repeated patronage. Branding is the practice of giving a specified name to a product or group of products from one seller. The specified name creates individuality in the product. Hence, the product can be easily distinguished or recognized in the market from rival products. The sole purpose of branding is to distinguish your branded product from those of competitors. A well-promoted brand name which has earned a reputation in the market is very difficult to compete with.
“Trademark” is a legal term. It is a brand duly registered under the Trade Names and Trade Marks Acts. It is a brand enjoyed only by the seller. Others cannot use it and legal action can be taken if they adopt it. The letter “R” in a circle on each package indicates that the brand is duly registered. The term “brand” is broadly applied to all identifying marks, such as trade names, trade marks, trade symbols, pictures, package designs, distinctive coloring or lettering, slogans, and more. The holder of a registered brand personally stands behind the branded products and personally guarantees the quality and standard of the product as per advertisements issued by holder or his company.
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In certain cases the company name itself is used as a family brand name under which varied products of the company are marketed. This process is called corporate branding. Corporate branding is resorted to only when the company is confident that lending the company name...
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Health Care Branding
10 August 2010 8:30 PM |
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Brand decisions are an integral part of product policy in health care. When a marketer opts for branding a health care product, he is intending to create an asset out of his brand. His promotional programs get centered on the distinctive features of his brand....
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Internet Branding
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Advertising Specialty Products
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Product Development Processes
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Mlm Business Leads
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Advertising and Marketing Services
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Trade Show Promotional Items
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Trade shows are extensively used sales promotion tools. They provide companies with the opportunity to introduce and display their products. This brings the company’s products and consumers in direct contact with each other. ‘Seeing is believing’ is the theme behind large-scale trade shows. Coupons, premiums...
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Point Of Sale Displays
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In a competitive market, point of sale displays help solve several of a marketer’s short-term hurdles. The impact of sales promotion measures is not durable like the results obtained through advertising and personal selling. Sale displays by and large are understood and practiced as a...