Branding Strategies

The branding strategy for a firm reflects the number and nature of common and distinctive brand elements applied to the different product sold by the firm. Branding strategy involves deciding the nature of new and existing brand elements to be applied to new and existing products.

Branding Decisions: Branding strategy is one of the most vital decisions taking by

marketers. It is a strategy, which brings lots of positive feedback for a firm. The first branding decision is whether to develop a brand name for a product. Today, branding is such a force that hardly anything goes unbranded.

Unilever follow individual name for setting brand name for their different products, such as

Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Unilever get a major advantage of an individual name strategies that the company does not tie its reputation to the products. So, if any brand fails or appears to have low quality, the companies name or image is not hurt.

Brand Elements: Brand elements can play a number of brand building roles. Band

elements are those trademarkable devices that identify and differentiate the brand. Most

strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. Brand elements such as: memorable, meaningful, likable, adaptable and protect able. We describe those elements in short as follows:

Memorable: every consumers mind catches the brand name. Their marketing

programs set the brand name in consumers mind. Their short brand name such

as: Dove, ponds, Sunsilk etc are easily memorable.

Meaningful: Every consumer has a clear meaning about Sunsilk. Consumer

thinks about Sunsilk as a product which solve their problem relating with hair.

Likable: From our research we found that most of the people like the brand

verbally and visually.

Protectable: The brand name is legally and competitively protectable. The...