BRANDING

Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline Gods Own Country

Steps in Strategic Brand Management

Identifying and establishing brand positioning Planning and implementing brand marketing Measuring and interpreting brand performance Growing and sustaining brand value

What is a Brand?
A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Advantages of Strong Brands

Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger margins More inelastic consumer response Greater trade cooperation Increased marketing communications effectiveness Possible licensing opportunities

Brand Dynamics Pyramid

Strong Relationship

Bonding Advantage Performance Relevance Presence

Weak Relationship

Brand Elements
Brand names Slogans URLs

Elements
Logos

Characters

Symbols

Branding Strategy: Building Strong Brands

Brand represents the consumers perceptions and feelings about a product and its performance. It is the companys promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers

Brand Development Strategies