Branding

Write down the company you think of on back

2.07 Branding Objectives 1.Define the term “Brand.” 2.Explain the process of Branding. (Use internet resources also) 3.What is a Brand Name? 4.Identify 5 Brand Names. 5.What is a Brand Mark? 6.Describe 2 Brand Marks. 7.What is a Brand Image? 8.List 5 Brands, and describe your Brand Image of each. 9.Define Brand Loyalty. 10.Write and example of Brand Loyalty. What Brand(s) are you Loyal to? 11.What is a Trademark? 12.What Government office protects Trademarks? 13.What is the difference between a Trade (or Corporate) Name and a Product (or Brand) Name? 14.What is a Trade Character? 15.List your 5 favorite Trade Characters.

Brand A name, term, symbol, design, logo, colors, or combination that identifies a company or products Represents values, ideas, or personality

Branding Creates an individual identity for a product or service. Differentiates from competitors. Makes a company or product more recognizable.

Branding Brand Name the parts of the brand that can be spoken Letters, Words, and Numbers The brand name is usually the product name Brand Mark the elements of a brand that cannot be spoken Logos

Brand Image Consumers’ beliefs about the company or its goods or services. Quality, price, and value may affect a brand’s image. List 5 brands. Describe your beliefs about each.

Brand Loyalty A consumers’ consistent preference for one brand over all others.

Trademark A word, name, or symbol that is given legal protection by the government Prevents other companies from using Trademark ™ Registered Trademark®

Trade Name vs. Brand Name Corporate Brand NameProduct Name Identifies and promotes a company Identifies a particular product Coca-ColaCoke Zero Toyota Motor CompanyCorolla List 5 different examples

Trade Character A brand mark with human characteristics Jolly Green Giant Tony the Tiger How many can you name? How many other examples can you list?

Stop! Finished? Try a brand game

Part 2 The Brand Promise

BRAND EXPERIENCE Consumers experience a Brand through its various touch points: Product QualityCounter Service After-Sales ServiceSales & Marketing CommunicationsPhone Enquiries Retail / MerchandisingDistribution

What is a Brand Promise? “A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo.” Brand Promise: What the business intends to provide the customer.

The NFL: “To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.” Coca-Cola: “To inspire moments of optimism and uplift.” Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.” Is a brand promise also the slogan? Geico – “15 Minutes Or Less Can Save You 15% Or More On Car Insurance” Nationwide Insurance – “Nationwide Is On Your Side” Short activity: Create a Brand Promise for you or AK.

Importance of Brand Promises: Establishes a level of customer service. Reflect the core values of the company in relationship with customers. It provides guidance to employees as they interact with customers. Promise a differentiated benefit to the customer. What happens when a business fails to deliver on promise? Loss of credibility = lost sales and market share

Company Image The perception the public holds about a particular business. Based on: quality of products reputation of the company employees prices positive community relations customer service. Bottom 5: 1.Comcast 2.American Airlines 3.B of A 4.Citibank 5.AT&T Top 5: 1.Amazon 2.Chick-fil-a 3.Hilton 4.Marriott 5.Amer-Exp

Company Image: Affected by: Consumers sharing opinions. Company Owners/Management Employees (TRAINING IS KEY) trained and motivated answering telephones dress code requirements communicating a positive image