what is a brand? a brand is a name, term, design, symbol, or combination of these elements that...
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What is a Brand?What is a Brand? A brand is a name, term, design, symbol, A brand is a name, term, design, symbol,
or combination of these elements that or combination of these elements that identifies a product or services and identifies a product or services and distinguishes it from its competitorsdistinguishes it from its competitors
http://www.businessweek.com/interactive_reports/top_brands.html
When is a Brand Used?When is a Brand Used?
Identify one product, a family of related Identify one product, a family of related products, or all products of a companyproducts, or all products of a company
Each brand is differentEach brand is different Some may want to portray a brand that is Some may want to portray a brand that is
known for quality and reliabilityknown for quality and reliability• Another may want to portray fun and excitementAnother may want to portray fun and excitement
Elements of BrandingElements of Branding
Brand NameBrand Name
Trade NameTrade Name
Brand MarkBrand Mark
Trade CharacterTrade Character
TrademarkTrademark
Brand NameBrand Name
Also called a product brandAlso called a product brand A word, group of words, letters, or numbers A word, group of words, letters, or numbers
• Represent a product or serviceRepresent a product or service
An effective brand name:An effective brand name: Easily pronouncedEasily pronounced DistinctiveDistinctive RecognizableRecognizable
ExamplesExamples PT Cruiser, Pepsi, Barbie, Pop-Tarts, Big MacPT Cruiser, Pepsi, Barbie, Pop-Tarts, Big Mac
Trade NameTrade Name
Also called corporate brandAlso called corporate brand Identifies and promotes a company or a Identifies and promotes a company or a
division of a particular corporationdivision of a particular corporation The legal name that a company uses The legal name that a company uses
when it does businesswhen it does business Trade Names support Brand NamesTrade Names support Brand Names ExamplesExamples
Procter & Gamble, Dell, Disney, Kellogg’s, Procter & Gamble, Dell, Disney, Kellogg’s, Nike, Yahoo!Nike, Yahoo!
Brand MarkBrand Mark Unique symbol, coloring, lettering, or other Unique symbol, coloring, lettering, or other
design elementsdesign elements Recognizable visually Recognizable visually Does not need to be pronouncedDoes not need to be pronounced ExamplesExamples
http://www.logoinn.net/reviews/design-reviews/16-world-most-recognized-logos
Trade CharacterTrade Character
Specific type of Brand MarkSpecific type of Brand Mark Has human form or characteristicsHas human form or characteristics IconsIcons
TrademarkTrademark
Word, name, symbol, device, or a combination of Word, name, symbol, device, or a combination of these elements that is given legal protection by these elements that is given legal protection by the federal governmentthe federal government
Used to prevent other companies from using a Used to prevent other companies from using a similar element that might be confused with the similar element that might be confused with the trademarked onetrademarked one
® ® means “registered trademark”means “registered trademark”
18841884
Importance of BrandsImportance of Brands
To build product recognition and customer To build product recognition and customer loyaltyloyalty
To ensure quality and consistencyTo ensure quality and consistency
To capitalize on brand exposureTo capitalize on brand exposure Introduce new product linesIntroduce new product lines
Generating Brand NamesGenerating Brand Names 75% of all companies introduce a new 75% of all companies introduce a new
product name every year. product name every year. 250,000 trademarks are registered per 250,000 trademarks are registered per
yearyear 60% of all companies conduct market 60% of all companies conduct market
research to test new brand names before research to test new brand names before they are released to the publicthey are released to the public Once they are established, they are rarely Once they are established, they are rarely
ever changedever changed
Types of BrandsTypes of Brands
National BrandsNational Brands
Private Distributor BrandsPrivate Distributor Brands
Generic BrandsGeneric Brands
National BrandsNational Brands
Also called producer brandsAlso called producer brands Owned by national manufacturers or Owned by national manufacturers or
companies that provide servicescompanies that provide services ExamplesExamples
Colgate-PalmoliveColgate-Palmolive HersheyHershey WhirlpoolWhirlpool
Private Distributor BrandsPrivate Distributor Brands
Also called private brands or store brandsAlso called private brands or store brands Developed and owned by wholesalers and Developed and owned by wholesalers and
retailersretailers ExamplesExamples
Radio ShackRadio Shack Kohl’sKohl’s Wal-MartWal-Mart
Generic BrandsGeneric Brands
Products that do not carry a company Products that do not carry a company identityidentity
Their packages usually features a Their packages usually features a description of the productdescription of the product ““Pancake Mix”Pancake Mix” ““Paper Towels” Paper Towels”
Generally sold in grocery storesGenerally sold in grocery stores Often priced 10-15% lower than private Often priced 10-15% lower than private
distributor brandsdistributor brands
Branding StrategiesBranding Strategies
Brand ExtensionBrand Extension
Brand LicensingBrand Licensing
Brand ExtensionBrand Extension
Uses existing brand name to promote new Uses existing brand name to promote new or improved product in a product lineor improved product in a product line
Ocean Spray drinksOcean Spray drinks Originally just did cranberry juiceOriginally just did cranberry juice CranAppleCranApple CranCherryCranCherry CranGrapeCranGrape
Brand LicensingBrand Licensing
When companies allow other When companies allow other organizations to use their brand, brand organizations to use their brand, brand mark, or trade character mark, or trade character
This is done to increase revenues and This is done to increase revenues and enhance their company imageenhance their company image NFL has licensing arrangements with Pepsi NFL has licensing arrangements with Pepsi
and Visaand Visa• People who like the NFL may use Visa or drink People who like the NFL may use Visa or drink
PepsiPepsi