Branding

It includes the process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts new customers and retains loyal customers. Positioning a company’s offering and image to occupy a distinctive place in the minds of the target audience is done through branding.


Branding Strategy

The branding strategy is how, when, where, what and to whom is a company planning to communicate and deliver its messages to. Consistent branding leads to a strong brand equity, which is the added value, brought to the company’s products that enable it to charge a price higher than that of its competitors. This added value may come in the form of perceived quality or an emotional attachment towards the brand.


Defining the Brand 

Defining a brand is like a journey of business self-discovery. In order to define a brand, the company needs to answer the following questions –

• What is your company's mission?
• What are the benefits and features of your products or services?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?


For ITC, the answers to these questions are -

 ITC’s mission statement is “To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.”    

The benefits and features of the product are – It is a nutritious and filling snack, with a great taste and a convenient packaging.

Consumers are aware that Sunfeast is an ITC brand, under its food business. ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, relevant consumer insights, a deep understanding of the Indian palate gained from its Hotels business, its agri-sourcing & packaging strengths, exciting, innovative communication and an unmatched distribution network.

The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of Branded Packaged Foods in the country.

The main qualities that ITC wants its consumers to associate them with are trust and quality assurance.