IT’S A BRAND, BRAND, BRAND, WORLD! Information Source: Mark-Ed WWW Site Promotion

What’s in a Brand? 1.Has a distinct identity 2.Made up of all the associations/ impressions about the product 3.Creation requires much thought and effort 4.Need to make powerful and lasting connections with the consumer

Brand Identity Elements work together to project a consistent image and are instantly recognizable Name – words, letters, or numbers Symbols or logos Trade characters or personified symbols

What Makes a Good Brand Name? Short Memorable Descriptive of product features/ benefits May give brand meaning

Built Around Values Represent what a business or product stands for Connect with consumers in a meaningful way Remind consumers of values and qualities Essence of the brand Gives emotional connection

Touch Points Everyday opportunities to connect with customers and reinforce their brands Every contact is an opportunity to interject values Example: Disney Every business – large or small – has touch points Brands make “promises” to customers

Customer Loyalty Customers will pass up other brands for the one they want the most! Highest – Brand Insistence Medium – Brand Preference Lowest – Brand Recognition Levels of how consumers feel about brands:

Brand Strategies Family Branding – Names a group of related products the same Individual Branding – Different products with different names owned by one company Brand Extensions – Existing brand name used for a new or improved line Brand Licensing – Allows one company to use another’s brand name, logo, or character for a fee Co-branding – Companies join forces to increase brand recognition and sales for BOTH brands

Branding Internationally Incorporate International considerations Need name to translate into other languages Need sensitivity to customs, cultures, and values Might require changes to product May use product extensions

Branding on the Internet Challenges Include: Limited customer interaction More time spent comparing than buying Innovation & 1 st rate customer service needed Strong, established brands don’t need to spend a lot of money Brand is a REQUIREMENT for the Internet!