Branding & Positions

 establishing an identity for a product that differentiates it from the competition;  made up of a brand name, logo, slogan, and trademark which assists in creating brand loyalty;  letters, words or numbers that can be verbalized;  Brand Loyalty - what happens when consumers make repeat purchases of the same brand

 Logo - part of the brand in the form of a symbol that is usually registered. A brandmark and trademark are examples of logos;  Slogan is a catchy phrase used to remind the consumer of a company or brand; and

 to build loyalty;  to convey the image of the product;  retain customer's loyalty;  to gain a position in the market;  to aid advertising; and  to aid promotion

 National Brand - product which is branded by a manufacturer and is typically supported by heavy advertising. Coca Cola and Heinz Ketchup would be examples of this.  Private Brand - also called a store brand. It is manufactured by a well-known manufacturer, but is labelled with a retailer's brand. Inglis makes Kenmore for Sears. A private brand will have a lower price than a national brand. Generic Brand - also called a no name brand. This has the lowest cost because the labeling and packaging is cheaper and there is no promotion for this type of brand.

 Positioning is about the place a brand occupies in a market in the minds of the consumers.  Strong brands have a clear, often unique position in a market.  Positioning a product means that some people will not want the product, therefore, marketers have to be prepared to alienate some consumers.  Marketers make specific choices about how to position their products/services in order to create an image of the brand that they want the consumer to accept.  Positioning can involve brand name, image, packaging, the way it is delivered, or a combination of these.