BRANDING MARKETING 2

BRANDING BRAND- A NAME, TERM, DESIGN, SYMBOL, OR COMBINATION OF THESE ELEMENTS THAT IDENTIFIES A BUSINESS, PRODUCT OR SERVICE AND SETS IT APART FROM ITS COMPETITORS.

BRAND NAME BRAND NAME- PRODUCT BRAND IS A WORDS, LETTERS, OR NUMBER THAT REPRESENT A PRODUCT OR SERVICE EXAMPLES PEPSI FORD FOCUS BARBIE BIG MAC

TRADE NAME A CORPORATE BRAND, IDENTIFIES AND PROMOTES A COMPANY OR A DIVISION OF A PARTICULAR CORPORATION EXAMPLES DISNEY FORD NIKE IBM

BRAND MARK BRAND MARK- INCORPORATES A UNIQUE SYMBOL COLORING LETTERING, OR DESIGN ELEMENT MCDONALD'S® GOLDEN ARCHES

TRADE CHARACTER TRADE CHARACTER IS A SPECIFIC TYPE OF BRAND MARK, WHICH HAS HUMAN FORM OR HUMAN CHARACTERISTICS JOLLY GREEN GIANT ®

TRADEMARK A BRAND NAME, BRAND MARK, TRADE NAME, TRADE CHARACTER, OR A COMBINATION OF ELEMENTS, REGISTERED WITH THE FEDERAL GOVERNMENT REGISTERED WITH THE U.S. PATENT OR TRADEMARK OFFICE ® = A REGISTERED TRADEMARK SYMBOL ™ = AN UNREGISTERED TRADEMARK SYMBOL

NATIONAL BRANDS NATIONAL BRANDS GENERATE THE MAJORITY OF SALES FOR MOST CONSUMER PRODUCT CATEGORIES. ALSO KNOWN AS PRODUCER BRANDS OWNED AND INITIATED BY NATIONAL MANUFACTURERS TO PROVIDE SERVICE HERSHEY FOODS WHIRLPOOL SUNOCO FORD

PRIVATE DISTRIBUTOR BRANDS ALSO KNOWN AS PRIVATE BRANDS, STORE BRANDS, DEALER BRANDS, OR PRIVATE LABEL DEVELOPED AND OWNED BY WHOLESALERS, AND RETAILERS NORDSTROM’S CASLON- WOMEN'S APPAREL WALMART’S GREAT VALUE- FOOD AND GENERAL MERCHANDISE THE MANUFACTURER’S NAME MAN NOT APPEAR ON THE PRODUCT

GENERIC BRANDS GENERIC BRANDS- PRODUCTS THAT DO NOT CARRY A COMPANY IDENTITY THE TITLE OF THE PRODUCT JUST DESCRIBES THE PRODUCT

BRANDING STRATEGIES BRAND EXTENSION BRAND LICENSING MIXED BRANDS CO-BRANDING

BRAND EXTENSION A STRATEGY THAT USES AN EXISTING BRAND NAME TO PROMOTE A NEW OR IMPROVED PRODUCT EXAMPLE OCEAN SPRAY- EXTENDED ITS CRANBERRY LINE BY ADDING: CRANAPPLE, CRANGRAPE, AND CRANCHERRY

BRAND LICENSING A LEGAL AUTHORIZATION BY A BRAND OWNER TO ALLOW ANOTHER COMPANY TO USES ITS BRAND, BRAND MARK, OR TRADE CHARACTER COMES WITH A FEE

MIXED BRAND OFFERS A COMBINATION OF MANUFACTURER, PRIVATE DISTRIBUTOR, AND GENERIC BRANDS TO CONSUMERS MICHELIN TIRES MICHELIN MAKES ITS OWN TIRES, BUT THEY ALSO MAKE TIRES TO BE SELL A SEARS

CO-BRANDING COMBINES ONE OR MORE BRANDS IN THE MANUFACTURE OF A PRODUCT, OR IN THE DELIVERY OF A SERVICE EXAMPLE SMUCKER’S SUGAR-FREE PRESERVES ARE MADE WITH SPLENDA

BRANDING STRATEGIES Branding Strategies Brand ExtensionBrand Licensing Mixed Brands Co-Branding Uses an existing brand name to promote a new or improved product in a company’s product line. Can overextend product line and dilute the brand. Legally allows another company to use a brand, brand mark, or trade character for a fee. Can increase revenue sources, enhance company image, sell more core products. Offers a combination of manufacturer, private distributor, and generic brands to customers. Enables a business to maintain brand loyalty through a national brand and reach other target markets through private brands. Combines one or more brands in the manufacture of a product or in the delivery of a service. Can work with one or several partners. Partners must be compatible.

PACKAGING AND LABELING BRANDING SECTION 2

PACKAGING PACKAGING- THE WRAPPING OR CONTAINER OF A PRODUCT

FUNCTIONS OF PACKAGING SELLING THE PRODUCT PROMOTING THE PRODUCT DEFINING THE PRODUCT IDENTITY PROVIDING INFORMATION EXPRESSING CUSTOMER NEEDS ENSURING SAFE USE PROTECTING THE PRODUCT

SELLING THE PRODUCT ITS IMPORTANT TO HAVE ATTRACTIVE, COLORFUL, AND VISUALLY APPEALING PACKAGES IN ORDER TO SELL YOUR PRODUCTS MIXED BUNDLING-TWO OR MORE DIFFERENT GOODS OR SERVICES IN ONE PACKAGE PRICE BUNDLING- TWO OR MORE SIMILAR PRODUCTS SOLD IN ONE PACKAGE FOR ONE PRICE

PRODUCT IDENTITY HOW DOES THE PACKAGE COMMUNICATE TO THE CONSUMERS? THE DESIGN THE COLOR THE WORDS THE LABEL COLOR IS THE MAIN DESIGN ELEMENT, BECAUSE IT HELPS PROJECT AN IMAGE AND ATTRACT CONSUMER ATTENTION FOR EXAMPLE: GREEN PROJECTS A NATURAL OR HEALTHY IMAGE. FOR EXAMPLE: BLACK IMPLIES STATUS, QUALITY, AND RICHNESS.

PROVIDING INFORMATION PROVIDES CUSTOMERS WITH DESIRED INFORMATION

MEETING CUSTOMER NEEDS PACKAGES DESIGNED WITH CUSTOMER CONVENIENCE IN MIND

PROTECTING CONSUMERS CHANGING PRODUCTS FROM GLASS TO PLASTIC USING CHILDPROOF CONTAINERS

PROTECTING THE PRODUCT PRODUCTS NEED TO BE PROTECTED DURING SHIPPING, STORAGE, AND DISPLAY SHOULD DISCOURAGE SHOPLIFTING METHODS OF PROTECTION PACKING PEANUTS CLAMSHELL-TYPE PACKAGES BLISTERPACKS SENSOR TAGS

PACKAGING ISSUES ASEPTIC PACKAGING ENVIRONMENTAL PACKAGING CAUSE PACKAGING

ASEPTIC PACKAGING PACKAGING THAT IS USED TO KEEP FOOD PRODUCTS FRESH WITHOUT REFRIGERATION FOR LONG PERIODS OF TIME EXAMPLES: LIQUID EGGS, JUICE, PUDDING & SYRUPS

ENVIRONMENTAL PACKAGING A COMPANIES RESPONSE TO CONSUMERS DEMAND FOR ENVIRONMENTALLY FRIENDLY PACKAGING

CAUSE PACKAGING COMPANIES WILL USE THEIR PRODUCTS OR PACKAGING TO PROMOTE SOCIAL, OR POLITICAL ISSUES DOMINO’S PIZZA IS PROMOTING ST. JUDE CHILDREN'S HOSPITALS

LABELING LABEL - AN INFORMATION TAG, WRAPPER, SEAL, OR IMPRINTED MESSAGE THAT IS ATTACHED TO A PRODUCT OR PACKAGE BRAND LABEL - GIVES THE BRAND NAME, TRADEMARK, OR LOGO EXAMPLE: CHIQUITA BANANAS DESCRIPTIVE LABEL – GIVES INFORMATION ABOUT THE PRODUCT’S US, CONSTRUCTION, CARE & PERFORMANCE EXAMPLE: DATING AND STORAGE INFORMATION GRADE LABEL - SHOWS THE QUALITY OF PRODUCTS EXAMPLE: EGGS ARE “AA”, “A”, AND “B”

LABEL LAWMAKERS THE FDA THE FEDERAL TRADE COMMISSION U.S. DEPARTMENT OF AGRICULTURE

FDA NUTRITION LABELING AND EDUCATION ACT OF 1990 LABELS MUST GIVE NUTRITIONAL INFORMATION PACKAGES MUST CARRY HEALTH WARNINGS

FEDERAL TRADE COMMISSION REGULATES LABELING AND MONITORS ADVERTISING THAT IS FALSE OR MISLEADING CARE LABELING RULE OF 1972 GUIDELINES FOR ENVIRONMENTAL CLAIMS

U.S. DEPARTMENT OF AGRICULTURE LEGAL STANDARDS, CERTIFICATION REQUIREMENTS, AND PENALTIES FOR MISUSE OF ORGANIC LABELS COUNTRY-OF-ORIGIN LABEL ALLERGEN LABELING

BRANDING SECTION 3 MARKETING 2

BRAND LOYALTY A BRAND OR PRODUCT IN WHICH CUSTOMERS PLEDGE AN AMOUNT OF LOYALTY TOWARDS

BRAND RECOGNITION WHEN CONSUMERS LEARN ABOUT A BRAND AND KNOW A LITTLE ABOUT IT

BRAND PREFERENCE WHEN CONSUMERS PREFER TO PURCHASE A BRAND BASED ON PREVIOUS POSITIVE EXPERIENCES HOWEVER IF A BRAND IS NOT AVAILABLE THE CONSUMER WILL PURCHASE ANOTHER BRAND

BRAND INSISTENCE ONLY A SPECIFIC BRAND WILL SATISFY A CUSTOMER FOR A GIVEN PURPOSE COKE HAS MADE IT TO THIS LEVEL ONCE A COMPANY HAS REACHED THIS LEVEL THEY TEND TO HAVE AN ADVANTAGE IN THE MARKETPLACE