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BRANDINGBRANDINGChapter 31.1Chapter 31.1
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UNDERSTANDING BRANDINGUNDERSTANDING BRANDING
BRANDBRAND a name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors
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ELEMENTS OF A BRANDELEMENTS OF A BRAND
Brand NameBrand NameBrand MarkBrand MarkTrade NameTrade NameTrade CharacterTrade CharacterTrade MarkTrade Mark
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BRAND ELEMENTBRAND ELEMENTBRAND NAMEBRAND NAME
(or product brand) a word, group of words, letters, or numbers that represents a product that can be spoken◦Should be easily
pronounced, distinctive, and recognizable
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BRAND ELEMENTBRAND ELEMENT
BRAND MARKBRAND MARKthe part of a brand that is a symbol or design◦It may include
distinctive colors or lettering
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BRAND ELEMENTBRAND ELEMENTTRADE NAMETRADE NAME
(or corporate brand) identifies and promotes a company or a division of a particular corporation ◦The legal name used
while conducting business
◦Used to promote a positive image of the organization (quality, value, reliability)
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BRAND ELEMENTBRAND ELEMENTTRADE CHARACTERTRADE CHARACTERa brand mark with human form or
characteristics
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BRAND ELEMENTBRAND ELEMENT
TRADE MARKTRADE MARKa brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government
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THE IMPORTANCE OF BRANDINGTHE IMPORTANCE OF BRANDING
1. To build product recognitionproduct recognition and customer loyaltycustomer loyalty
2. To ensure qualityquality and consistencyconsistency
3. To capitalize on brand exposurebrand exposure
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PRODUCT RECOGNITIONPRODUCT RECOGNITION
It is important that customers who are satisfied with a product can easily recognize and findrecognize and find a company’s branded products when they want to buy them again
◦Nine out of ten people will pay 25% more for a GE Soft White light bulb over a private or generic brand because it is perceived by customers to be better than the competitors
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QUALITY AND CONSISTENCYQUALITY AND CONSISTENCY
Companies communicate to customers that they can expect consistent quality and performance, purchase after purchase
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BRAND EXPOSUREBRAND EXPOSUREHelps companies extend their products into
new target markets, new product lines, and new categories◦Customers are more willing to try new products
that carry a name they are familiar with◦Example: GLAD family of products
Started with trash bags and has now moved into food storage containers and baggies
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TYPES OF BRANDSTYPES OF BRANDSNational BrandsNational Brands(producer brands) owned by national
manufacturers◦Generate the majority of sales for most categories◦Examples: Hershey Foods, Whirlpool, Ford, Hilton,
American Airlines, Kraft and Nestle◦Internet based national brands
Amazon.com, eBay, Monster
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TYPES OF BRANDSTYPES OF BRANDS
Private Distributor BrandsPrivate Distributor Brandsprivate brands, store brands, or dealer
brands◦Developed and owned by wholesalers and
retailers◦Examples: Arizona for JC Penney, George for Wal-
Mart, Villager for Kohl's
Both are private Both are private distributor brands from distributor brands from
SEARSSEARS
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TYPES OF BRANDSTYPES OF BRANDS
Generic BrandsGeneric BrandsDoes not carry a company identity
◦Packaging usually features a description of the product Example: Pancake Mix, Paper Towels
◦Usually sold in supermarkets and discount stores
◦Often sold for 30 – 50% less than name brands
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BRAND STRATEGIESBRAND STRATEGIES
Brand Extension Brand Extension Brand LicensingBrand LicensingMixed BrandsMixed BrandsCo-BrandingCo-Branding
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BRAND EXTENTIONBRAND EXTENTIONA branding strategy that uses an existing brand
name to promote a new or improved product in a company’s product line
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BRAND LICENSINGBRAND LICENSINGSome companies allow other organizations
to use their brand, brand mark, or trade character through brand licensingbrand licensing
Licensing company gets a fee (royalty)(royalty) in return for authorization
Has licensing agreements with
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MIXED BRANDSMIXED BRANDS
Offer a combination of manufacturer, private distributor, and generic brands
Their own National Brand tires Private Brand for SEARS
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Co-BRANDINGCo-BRANDING
Combines one or more brands in the manufacture of a product or in the delivery of a service
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Re-BrandingRe-BrandingRebranding
RebrandingRebranding - a change to the brand name, logo, - a change to the brand name, logo, or image of a product or companyor image of a product or company
brand owner revisits the brand with the brand owner revisits the brand with the purpose of updating or revisingpurpose of updating or revising
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Partial RebrandPartial Rebrand
Situations when a brand has been firmly established yet is simply outdated or needs to be refreshed.◦Tweaking is required◦Not a full rebrand
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Total RebrandTotal Rebrand
Situations when a brand’s intent to erase any previous brand identity and replace it with completely new imagery
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Why Rebrand?Why Rebrand?
Rebranding can help change a businesses:QualityTarget MarketNew Product LineRepositioning and ImageAltered Public Image
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ActivityActivity
Choose a current brand that is national recognized
You may have 1 partnerNOW - Rebrand itComplete a Partial Rebrand and a Total
Rebrand◦Come up with a new
Logo Slogan Trade character