Branding: The Complete Story

Registration ID: IJNRD_198277

Published ID: IJNRD2306066

DOI: https://doi.org/10.56975/ijnrd.v8i6.198277

Aditi Chatterjee

Brands, Branding, Brand Management

To quote the marketing guru about his perceptions on brands, “Branding is expensive and time consuming and it can make or break a product.” But even though it is expensive and time consuming, it is a strong force that hardly anything today goes unbranded. Years back it was far away from imagination that commodities like sugar, salt, atta, maida, rice etc. would be sold in branded packets today. Today, one goes to a shop asking for Ganesh Maida, Tata Salt, Aashirvaad Atta and not unbranded maida, salt or atta. Brands and branding have become an integral part of our daily lives. Consumers also feel safe to buy a branded product of a company than anything unbranded as brand names develop a sense of confidence among the consumers. However, in the present competitive market, brands are identified as an intangible asset that can be revenue generating in the long run. At the most basic level, a brand is a mark of ownership and identity. Branding is a major challenge for organizations today. It is a challenging task for managers today to manage brands and branding in the competitive market today because of the high demand for branded products. In the present paper an effort has been made to study the concept of branding, its meaning, functions of brand, classification of brands according to value offered, branding, brand management and approaches to selecting brand names. Also a little of brand positioning, repositioning have been covered.

Published Paper   E-Certificate

Aditi Chatterjee (June-2023). Branding: The Complete Story. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(6), a578-a586. https://doi.org/10.56975/ijnrd.v8i6.198277

Volume 8 Issue 6, June-2023

Pages : a578-a586

Paper Reg. ID: IJNRD_198277

Published Paper Id: IJNRD2306066

Downloads: 000121985

Research Area: Management

Country: gh, kk, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2306066.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2306066

Crossref DOI: https://doi.org/10.56975/ijnrd.v8i6.198277

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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