Page 2 - Lesson Note 3

Advantages to Customers

(i) Helps in Product Identification: Branding helps the customers in identifying the

products. For example, if a person is satisfied with a particular brand of a product,

say tea leaves or detergent soap, he need not make a close inspection every time, he
has to buy that product. Thus, branding greatly facilitates repeat purchase of the

products.

(ii) Ensures Quality: Branding ensures a particular level of quality of the product. Thus,
whenever there is any deviation in the quality, the customers can have recourse to

the manufacturer or the marketer. This builds up confidence of the customers and

helps in increasing his level of satisfaction.
(iii) Status Symbol: Some brands become status symbols because of their quality. The

consumers of those brands of products feel proud of using them and add to the level
of satisfaction of the customers.

Characteristics of Good Brand Name.

(i) The brand name should be short, easy to pronounce, spell, recognize and remember e.g.,
Ponds, VIP, Rin, Vim, etc.

(ii) A brand should suggest the product’s benefits and qualities. It should be appropriate to the

product’s function.

(iii) A brand name should be distinctive e.g., Liril, Sprit, Safari, Zodiac.

(iv)The brand name should be adaptable to packing or labeling requirements, to different
advertising media and to different languages.

(v) The brand name should be sufficiently versatile to accommodate new products, which are

added to the product line e.g., Maggie, Colgate.
(vi) It should be capable of being registered and protected legally.

PACKAGING

One of the most important developments affecting the business world in recent years has been

in the area of packaging. Many products, which we thought could never lend themselves to

packing because of their nature, have been successfully packed e.g., Pulses, Ghee, Milk, Salt,
Cold Drinks, etc.