The history of branding provides a fascinating context for understanding its modern significance. The earliest signs of branding emerged in Mesopotamian culture around 7600 BC. By 2700 BC, the practice of marking cattle with burnt marks gave rise to the term "brand," derived from the Norse word "brandr," meaning "to burn." The Roman era, around 30 AD, saw more sophisticated branding practices, with products like fish sauce carrying detailed packaging information about the maker and product details. During this period, lamps were a popular category. And Fortis was the leader in a very competitive category of lamps.

The Industrial Revolution brought significant changes to branding practices. The mid-eighteenth century saw the rise of mass production, creating standardized goods in bulk quantities. This new production model presented a challenge: while factories produced in bulk, consumers bought in small quantities. This gap led to the emergence of retailers, whose name comes from the French word "re-tailler," meaning "to cut again." Retailers served the crucial function of breaking bulk products into consumer-sized quantities. However, the physical distance between factories and consumers created trust issues, with some consumers experiencing problems with defective products. Manufacturers responded by stamping their names on products and investing in advertisements to build trust.

In 1837, P&G was established, and we can say arguably the brand management was invented in this company in 1931. Since then, a lot has happened in branding.

The contemporary relevance of branding is particularly evident in Nepal's local markets. Consider the case of Barmajiya ko peda, where more than four dozen shops compete in one location, each claiming to be the original. Shops use terms like "Asli," "Purano," "Budha," and "Vaidyanath" to assert authenticity, yet consumers struggle to identify the truly original shop. Similarly, "Indra Chowk ko Lassi" presents another compelling example. What began as a single outlet has spawned numerous competitors, highlighting the risks of not protecting brand identity.

The American Marketing Association defines a brand as "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition." However, branding extends beyond merely putting a name on products. It is the process of building value into that name, often referred to as brand equity. This value manifests in various forms, including consumer preference, premium pricing potential, and word-of-mouth marketing.

The decision to invest in branding isn't always straightforward. While some customers show little brand sensitivity, and many named products exist without significant brand equity, businesses that enjoy consumer preference without a strong identity risk getting lost in market clutter. The stories of Barmajiya ko peda and Indra Chowk ko Lassi serve as potent reminders of this risk.
This training program will help the participants avoid this risk.

Objectives of the course 

This training program will help participants:

1. Understand the basic concepts and terminologies of branding.
2. Gain a comprehensive understanding of Branding principles.
3. Know the methods for creating sustainable brand differentiation in competitive markets.
4. Learn strategies for developing, growing, protecting, and enhancing brand value.
5. Learn practical tools for brand development while maintaining theoretical rigor.