1. 3.04 – B Branding

2. Characteristics of a good brand name. The name should: Describe the product’s benefits and uses Be easy to read, pronounce, and remember Create appealing images Be distinctive Be adaptable Be legally available for use Be appropriate for packaging and advertising

3. is a Brand

4. What is a Brand?  A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services

6. Forms of Branding  A corporate brand represents the entire company or organization  For example, Coca-Cola, Ford, McDonalds, Kraft or Microsoft

7. Forms of Branding  A product brand represents a specific product of a company or organization  For example, Diet Coke, Big Mac, or Windows

8. Forms of Branding A private distributor brand, also called a store brand For example, Radio Shack brand of batteries, Lowe ’ s brand of macaroni and cheese

11. Trade character  Personified symbol that represents the brand name

12. Taco Bells Ad Attacks McDonalds Mascot

13. Describe considerations for International Branding Marketers must research their brands to determine whether they would be acceptable in different countries.

14. IKEA Furniture Names Offensive in Thailand

15. Discuss employees’ Role in Branding It is important for employees to take an active role in the branding process. Employees are the “face” of the company.

16. Employee of The Month

17. Matching Vocabulary Quiz

18. ACTIVITY What’s Your Brand? http://www.youtube.com/watch?v=WTeO0lf_CV0&feature=related