Brand

 

https://www.shopify.com/blog/how-to-build-a-brand

A brand is a name, term, sign, symbol, design or a combination of them, intended to differentiate the goods or services of one marketer or group of marketers from those of competitors.

Brand Name

A brand name is a name (usually a proper noun) applied by a manufacturer or organization to a particular product or service.Brand names are usually capitalized. In recent years bicapitalized names (such as eBay and iPod) have become popular. A brand name may be used and protected as a trademark. In writing, however, it's not usually necessary to identify trademarks with the letters TM.

Sri Lankan business firms should register their brands in the Institute of Patent and Trade Marks under the Intellectual Property Act No.36 of 2003.

 

The characteristics of a good brand

·        Being short and simple.

·        Easy to pronounce, recognize and remember.

·        Giving a hint on basic qualities and usefulness of the product.

·        Easy to recognize in another language as well.

·        Should be different from the brands used by competitive producers.

·        Representing a particular culture

Types of brands are used in branding

·        Private Brand

·        Family Brand

·        National Brand

·        Individual Brand

01.  Private Brand

After selling the product to traders by producers, the brand that has been created by those traders is referred to as Private Brand.

Ex :-Araliya Sugar, Nipuna rice, Araliya rice, Vijayachilli powder

02.  Family Brand

Presenting a series of goods under the same brand by certain production firm is referred to as Family Brand.

Eg: MD products, Harischandra products

03.  National Brand

If a particular manufacturer presents his products under his own brand to the market, it is referred to as National Brand.

Eg:- Singer, Co-ca Cola

04.  Individual Brand

Using separate brands for various products by a firm.

Ex:- Products of Lever Brothers such as Sunlight, Lux, Signal etc…

Benefits received by a businessman (producer) from a brand

·        Ability to protect their identity by differentiating their own brand from othercompetitive brands.

·        Easy to get orders.

·        Getting the legal protection.

·        To ascertain the trust of the consumers on the special features of the product.

·        Ability of creating a brand loyalty among the consumers.

·        By receiving a value for a high brand in the market, A value is created to the businessas well.

·        By doing small changes for the brand, various consumer groups can be targeted.

Ex:- Signal Junior, Anchor 1+