1. Understanding Branding

2. Branding Review
Parts of a brand:
Brand name
Logo
Slogan

9. Level of Brands Two levels of brand:
Corporate – the brand that represents the whole company
Product – the brand of a specific product
(Continued)

10. Level of Brands
(Continued)

11. Types of Brands Product brands come in three types manufacturer brand
private brand
generic brand
(Continued)

12. Types of Brands Manufacturer brand
created by the manufacturer for its own products
also called national brand or regional brand
sold through wholesalers to retailers
(Continued)

13. Types of Brands Private brand owned by a reseller
also called store brand, distributor brand, dealer brand, or private label brand
sold only through stores that own the brand
(Continued)

14. Types of Brands Generic brand a product that is not branded
typically has plain packaging with only the product category name, such as “facial tissue”
lower in price because money is not spent on advertising

15. Branding and the Customer
Branding helps customers by
identifying the product
providing assurance of quality
providing assurance of consistency

16. Identity Branding gives a product an identity.
The brand name, logo, slogan, and packaging of a brand make a product look different from its competitor.

17. Quality Branding provides assurance of product quality.
branding allows customers to quickly identify the product that is appropriate for their needs

18. Consistency Branding provides assurance of product consistency
the product will be the same whenever and wherever you buy it

19. Goals of Branding
The power of a brand is its ability to influence purchasing behaviour.
Three goals of branding
create a unique brand identity
create a positive image of the brand
develop brand loyalty

20. Protecting a Brand
A brand is only valuable if competitors cannot copy it.
brands can be protected by registering it with the Canadian Intellectual Property Office
(Continued)

21. What is a Trademark?
Trademarks identify that a company has legally registered its brand name.

22. What is a Soundmark?
A trademark identified by a sound associated with a brand or company.

23. What is a Motionmark?
A trademark identified by specific movement associated with a brand or company.

24. Protecting a Brand
Protections offered by registering for a patent, trademark, or service mark
exclusive rights to sell, make, or use the good or service
exclusive rights to use the trademark (brand name)
the legal ability to sue someone who tries to make, sell, or use a registered trademark
(Continued)

26. You as a Brand
Some of the most famous brand names are the names of the people who developed the brands.
Examples: Ford, Ritz-Carlton, and Hershey
(Continued)

27. You as a Brand Branding is a new approach to job searching
job candidates develop themselves as a brand
Purpose of a personal brand is the same as that of a product brand
to distinguish yourself from competition
Ch11

28. Positive Brand Image Positive brand image develops over time
by promotion
by customer experience with the product
Two activities help build a positive brand image
positioning
social responsibility

29. Positioning Positioning
actions marketers take to create a specific image of a product in a customer’s mind
Brand position
the image that the brand has in the customer’s mind
Once developed, it is difficult to change the image of a product or brand in the mind of a customer.

30. Social Responsibility
Participating in socially responsible activities can create a positive image for a company and its products. For this reason, companies often support a variety of charitable causes.

31. What Brand Reflects You?
What Brand reflects your values, lifestyle and sense of social responsibility?