Branding Demystified: Plans to Payoffs (Response Books) by Harsh V Verma

By Harsh V Verma

This publication goals to dispel the cloud of those peripheral matters and make clear the rules on which robust manufacturers are equipped, with a special specialise in the higher-order attach among the customers and the manufacturers. With the aid of India-based examples and illustrations, the publication analyzes why manufacturers became imperative in our lives. It communicates the most important techniques of branding and branding process with an optimal measure of lucidity.

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Brands it seems are created for the reasons of identification and differentiation: what is a brand? • • 25 Identification – Where does this product come from or whose effort has gone in its creation? For instance the signature of a painter that appears on one corner of a painting allows people to know whether it is a work of art by Hussain or Amrita Shergil or somebody unknown. With the help of a clearly identifiable name or symbol strategically placed on the hood of different cars we know the company that produced it just by a glance.

An antiseptic soap ……………………………………………….......................... A toilet soap for infants …………………………………………...................... 16 • • branding demystified A cream for protection against mosquito bites …………………..... …………....................... ROUTINE Customers are information processors. The active or passive encounters with buying situations cumulatively bring about changes in customers’ cognitive systems. The learned information is used for the simplification of the buying task. This is called ‘psychology of simplification’ (Howard and Sheth 1961).

These are not ends but means to establish a dialogue with others. 1. 1: Role of Symbol or Word in Meaning Transfer Source: Author. Names are important. They are important because they both facilitate and obstruct meaning transfer. Improper names may create initial misconceptions but a good sounding name in itself cannot make a poor product a great brand. Similarly a good sounding name cannot make a man good. The logic operates the other way round. A good solid product despite a bad sounding name can gain the status of an iconic brand.

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