Branding What makes an effective brand? Explain brand values, touch points, & brand promise. Discuss branding online.

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Presentation transcript:

Branding What makes an effective brand? Explain brand values, touch points, & brand promise. Discuss branding online.

Brands More than a name or logo Impressions & experiences Words, letters, numbers Brand symbols or logos – cannot be spoken

Characteristics of a Good Brand Name: Short & memorable Product features & benefits May give the brand meaning Some use trade characters

Brand Images & Values Values – connects to emotions Example: Purina’s Beneful BrandPurina’s Beneful Brand

Brand “Touch Points” Buying a good/service Calling customer service Receiving a bill Returning merchandise

Brand Promise Results in customer loyalty Various levels of loyalty  Brand recognition  Brand preference  Brand insisetnce

E-Commerce: Branding on the Internet More difficult to build a new brand online Online good for an already established brand “Brand” is required online