Microsoft Word marketing doc

BRAND DECISIONS: 
The important decisions which a marketer has to make regarding the 
branding of his products are. 
1.
 
Branding decision: 
In the olden days most products were un-branded. But, in the modern 
days, branding has become so popular that almost everything is branded, even a 
product like salt. Branding provides the seller an opportunity to attract loyal 
and profitable groups of customers and helps him in market segmentation and 
building up of the image of his company. Brand names help consumers in 
identifying quality difference and shopping more efficiently and beneficially. 
2.
 
Brand Sponsor decision: 
To brand its product, a company has to take decision about the brand 
sponsorship i.e., whether it will be the manufacturer owned brand or a private 
brand, i.e, middle men or distributor or dealer brand. 
Ex : S. Kumars in India do not manufacture cloths, they sell the products
of many mills under their own brand name. 
3.
 
Brand Name decision 
A Company can choose individual brand names for each one of its 
products. 
Ex. : Hindustan Lever Limited has given different name to its toilet
soaps, Lux, Breeze, Rexona, Liril, etc., 
It can give a blanket family name to all its products or the products of a 
product line. 
Ex. : Hindustan lever limited, puts the “Erasmic” brand name on its 
shaving blades, shaving cream and after shave lotion. 
4.
 
Brand extension decision 
Brand extension saves the high cost of promoting a new brand name and 
creates immediate brand recognition of the new products. 

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The only disadvantage is that, if the new product does not perform well, 
it might hurt the consumers attitudes towards the other products sold under the 
same brand name.