Microsoft Word marketing doc

 
ATTRIBUTES
:
A brand first brings to mind certain attributes. 
Ex. Well built, high resale value fast and so on. 
BENEFITS :
A brand is more than a set of attributes. Customers are 
not buying attributes; they are buying benefits. 
Attributes need to be translated into functional and 
emotional benefits. The attribute durable could 
translate into the functional benefits. 
VALUES :
The brand also says something about the producers 
values. 
Ex. Stands for high Performance, safety, prestige and so 
on. 

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CULTURE :
The brand may additionally represent a certain culture. 
Ex. The Mercedes represents German Culture, 
Organized, efficient, high quality. 
PERSONALITY :
The brand can also project a certain personality. Some 
time it might taken on the personality of an actual well-
known person or spokesman. 
USER :
The brand suggests the kind of consumer who buys or 
uses the product. The users will be those who respect 
the values, culture and personality of the product. 
In the development of a brand, the first task is to give the product and 
identity through a name. The second task is to enhance it recognition by the 
provision of a symbol of identity and the third task is to develop a unique image 
for the brand and to build its personality over the long term. 
Building a brand’s personality is a very difficult task. The very job of 
selecting a brand name is a difficult task for the marketer. 
A good brand name will be distinctive it will be easy of pronounce, 
recognize and remember it will denote something about the nature i.e., function 
of the product; it will be appealing. 
Ex. : Colgate, Ponds, Nirma, Bata etc., are some of the brand names that have
become popular in the Indian market. 
Alongwith the brand name companies also use logos for visual 
identification. 
LOGO : 
Logo is a pictorial symbol intended to communicate with the consumers.
Flags, Symbols, graphic designs are all used as logo to convey the ownership of 
products. 
Ex.: Nerolac paints has Tiger logo. 

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