BRANDING:
A
brand can be a name, a term or a symbol , a design or a combination of them
that are intented to identify goods or services of one seller or a group of
sellers to differentiate them among competitors.
The
process of endowing the products and services with the power of the brand is
known as branding.
The
differential effect that the brand knowledge has on consumer response to the
marketing of that brand is known as brand equity.
Branding
process involves positioning your product in the market , 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).
The
various attributes of the brand of Lays carried out to the customers are:
1. Delivering the nutritional value of
the product to the consumers,Eg. 0%transfat.
2. The chips are all 100% pure
vegetarian.
3. The chips are tasty enough that no
one can eat just one.
4. Social media marketing on Facebook, twitter,
etc.
5. TV commercials endorsing Saif Ali
Khan, Katrina Kaif, and recently many lead cricketers
6. Innovative Campaigns like guess the
flavour , panga talent around by creating a prank which involves the loyal
consumers can be a part of the campaign.
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