Read the case and answer the question:
Shiva owns a small business of manufacturing notebooks. He has started this business in the basement of his house. His son Ganesh, helps him in selling note books to school students. Ganesh would go to schools near his home and sell them outside the schools. Shiva would go to metro station to sell the notebooks. Shiva has kept different variety of notebooks under the category of different colours, like Red colour notebook has plain sheets, Green colour notebooks ruled sheets and yellow colour means one side plain and other side ruled sheet. When Shiva started the business, he was not able to give a name to his product (Notebook). He developed the name later on, when Ganesh told him that without a name they can never be sure of the sale for their notebook so Shiva kept the name as 'Ganesh classic' notebook. He also added distinct mark to it. He kept the price low so as to attract more customers and used direct channel of distribution.
"Shiva has followed a process of giving a name 'Ganesh Classic' to the notebook" name this process.
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Branding
Option (1) Brand — Incorrect. A brand is the name, sign, symbol or design itself, like ‘Ganesh Classic’ with its mark. The question asks for the process of giving the name, not the name.
Option (2) Branding — Correct. The process of giving a name, a sign or a symbol to a product is called branding. Shiva first sold plain notebooks. Later he gave them the name ‘Ganesh Classic’ and a distinct mark. This act of naming is branding.
Option (3) Brand name — Incorrect. The brand name is the part of a brand that can be spoken. Here it is the words ‘Ganesh Classic’. It is the result of branding, not the process.
Option (4) Brand mark — Incorrect. The brand mark is the part of a brand that can be recognised but not spoken, such as a symbol or a colour scheme. Shiva’s ‘distinct mark’ is a brand mark, but the question is about giving the name.
NCERT (2026-27 Edition): “Branding … If products were sold by generic names, it would be very difficult for the marketers to distinguish their products from that of their competitors. Thus, most marketers give a name to their product, which helps in identifying and distinguishing their products from the competitors’ products. This process of giving a name or a sign or a symbol etc., to a product is called branding. The various terms relating to branding are as follows:” “Brand: A brand is a name, term, sign, symbol, design or some combination of them, used to identify the products— goods or services of one seller or group of sellers and to differentiate them from those of the competitors. For example, some of the common brands are Bata, Lifebuoy, Dunlop, and Parker. Brand is a comprehensive term, which has two components—brand name and brand mark.” “Brand Name: That part of a brand, which can be spoken, is called a brand name. In other words, brand name is the verbal component of a brand.” “Brand Mark: That part of a brand which can be recognised but which is not utterable is called brand mark. It appears in the form of a symbol, design, distinct colour scheme or lettering.” |