6.4 Branding (pt. 1)

Wednesday, November 24

What is “branding”?

A business will create a brand for a product to give it a distinct identity. Safeguards against consumers confusing the

product with that of a competitor; Assists consumers find it among all other

products.

Brand Development

Positioning and/or advertising strategies establish a brand’s identity and its distinct qualities in consumers’ minds.

If the product is a packaged good, designers develop a package that is different from all other packages on the market.

Product Differentiation

These branding, positioning, and advertising activities are called product differentiation.

They are all ways of making one company’s products different from those of another company.

What is a Brand?

A brand consists of all the features that make up a product’s image. Name, Visual associations (such as a logo), Slogan,

Assists consumers with identifying the product or service.

They convey the product’s personality or position.

Commodities

Unbranded products (i.e. Wheat, apples, etc.) are called commodities.

Read pg. 216 and answer: “Why is commodity marketing different?”

Understanding Branding…

Read pg. 217 – 220.

Summarize the following terms… Brand Names; Logos; Slogans.