Definition Brand: a name, word or words, symbol or design that identifies an organization and its product. Brand Name: word or spoken words, letters,

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Presentation transcript:

Definition Brand: a name, word or words, symbol or design that identifies an organization and its product. Brand Name: word or spoken words, letters, numbers representing a brand that can be spoken. Trademark: a device that legally identifies ownership of a registered brand or trade name

Brand Personality

Brand Equity When the value of a brand goes beyond its actual functional benefits Develop – Gatorade is a sports drink Link – Gatorade helps athletes perform better in athletic events. Help – Gatorade is the best product of choice for successful athletes

P Read pages. Outline – Manufacturer Branding Multi-product Multi-branding Co-branding – Intermediary Brands – Generic Brands PROVIDE EXAMPLES OF EACH

PRODUCT PROJECT Get in teams. Develop your brand name – Use pages as help.