6.01 Explain the concept of branding

Brand – a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services Forms of Branding Copyright

Corporate brand- represents the entire company or organization EX: Coca-Cola, McDonalds, Kraft or Microsoft Forms of Branding Cont.

Product brand- represents a specific product of a company or organization Ex: Diet Vanilla Coke, Big Mac, or Windows 7 Forms of Branding

Private distributor brand- also called a store brand Ex: Radio Shack brand of batteries, Lowe’s brand of macaroni and cheese Forms of Branding

As a group create one PowerPoint slide teaching the class about one form of branding -Define the form -give at least 2 bullet points -give at least one visual example (teacher may assign your form) Student Response- CT

1.Includes all of the combined impressions and experiences associated with a particular company or product Ex: McDonalds (Brainstorm) Components of a brand name

2.Brand identity consists of a spoken name and corresponding design, logo, or symbol Ex: Pepsi (Brainstorm) Components of a brand name

3.Brand image is the consumer’s belief about the company and/or its goods or services Quality, price and value may affect a brand’s image Ex: Wii (Brainstorm) Components of a brand name

4.Brand equity is the perception of added value a product has as a result of its brand name A highly recognizable brand has a high level of brand equity Is an intangible perception or memory Components of a brand name

Include: 1.Brand name recognition or awareness 2.Customer loyalty 3.Perceived quality 4.Strong emotional or mental associations Benefits of brand equity

CompanyNet Worth $69 billion $65 billion $32.6 billion $17 billion $7 billion Coca Cola Microsoft Disney American Express Ericsson Brand equity as an asset

As a group create one PowerPoint slide teaching the class about one element of branding -Define the element -give at least 2 bullet points -give at least one visual/ audible example (teacher may assign your form) Student Response- CT

As a group create one PowerPoint slide teaching the class about one form of branding -Define the form -give at least 2 bullet points -give at least one visual example As a group create one PowerPoint slide teaching the class about one element of branding -Define the element -give at least 2 bullet points -give at least one visual/ audible example Student Response- CT

Trademark: Word, phrase, symbol, or design that identifies and distinguishes the company from others Has legal protection through the U.S. Patent and Trademark Office Forms of trademarks

Service Mark: Same as a trademark, but for service Forms of trademarks

Trademark ™ or Service mark SM : Used by company to claim rights/ownership to a trademark or service mark ®: May be used by company after registering TM or SM with the U.S. Patent & Trademark Office ( Forms of trademarks

Trade character: Personified symbol that represents the brand name Ex: Mickey Mouse for Disney OR Sir Purr for the Carolina Panthers Forms of trademarks

1.Easy to pronounce and free from negative connotations Ex: iPod or New Balance 5 Elements that make a brand successful

2.Short and easy to remember and recognize Ex: Nike or MTV 5 Elements that make a brand successful

3.Describe the products features and/or benefits Ex: Dicks Sporting Goods or John Deer Tractors 5 Elements that make a brand successful

4.Consistent with the image of the product Ex: Wilson or Pioneer 5 Elements that make a brand successful

5.Must be distinctive enough to not infringe on any copyrights or other trademarks Should be capable of legal protection and registration 5 Elements that make a brand successful

In your assigned Pod develop a simple breakfast cereal based on a sports or entertainment concept. Select the Form of branding your product will represent. Create a brand based on 3 of the 4 Components of branding in detail Identify 3 of the 5 elements of a successful brand for your cereal (You will be creating this cereal) Student Response - CT