SESSION 9: BRANDING

Branding

Branding is the act of creating a brand. The process involves positioning your company or product in the market (carving out your own place), devising brand strategy (how you will reach your goals), creating your name (your verbal identity), designing corporate identity or product identity (your visual identity), writing brand messaging (verbal and written tone), and setting brand standards (how you keep your brand consistent and strong).Branding began as a way to tell one person's cattle from another by means of a hot iron stamp. Thus, branding helps a company distinguish itself from its competitor and also create a niche for itself.

Elements of branding:

1. Brand Name: Lux

• The brand was named as “Lux” in 1900, a Latin word for “light” and suggestive of “luxury.”
• Easy to memorize and pronounce
• Gives a sense of luxury.

2. Brand logo:

• The simple font makes it easily readable.
• It can easily be recognized by uneducated people wherever it is kept from mom and pops stores or any departmental stores.
• The bold letters show confidence.

3.Brand slogan: beauty soaps of film stars

• It gives a feeling to general people, that they can use and feel the luxury just like film stars
• Their target urban and sub urban people, hence the slogan is catchy and people can connect
• India having immense love for bollywood, and being associated with it, makes it people's favourite

Brand promise:

• lux promises beauty and glamour and has been therefore the most trusted brand.
• lux promises to give soft and enriching skin