1. Developing the Brand

2. BRANDING
A name, symbol, word or design that identifies a product, service or company is called the _________________________ The part that is the symbol or design is called a _____________________________ (also known as a logo) The word or group of words is called the ____________________________

3. BRANDING AND PERCEPTIONS
Regarding the consumer’s ___________________ of the offering – how it performs, how it looks, how it makes one feel, and what message it sends
Perceptions are nurtured by:
1. Market communications
2. _________________________

4. IMPORTANCE OF BRANDING
The brand of certain products is an important factor in making a purchasing decision for many people → patronage motive (product is a specialty good to the consumer) Three (3) most well known brands in the WORLD: _____________ ________________ _____________ Symbols:

5. CREATING BRAND LOYALTY
Continually produce ___________ products
Come up with _______ innovative products
Provide _____________ ______________ for products
BRAND LOYALTY is ______________ when MORE brands SELLING ____________ thing

6. LEVELS OF BRAND RECOGNITION
Non-Recognition
Consumers are unable to identify the brand
____________________
Consumers will not purchase the product because of the brand
Recognition
Consumers recall the brand name but is has little influence on purchases
Preference
Consumers view the brand as valuable and will choose it if it is available
______________________
Consumers value the brand to the extent that they reject other brands

7. 4 BRANDING STRATEGIES
_______________________________– Many companies, such as Target, offer only one type benefit to the customer (“design for all”).  Even though they sell a wide variety of products, there is only one value they add.  In this case, the brand is the same as the company.
_____________________________– Some companies produce a wide variety of products that each have distinct benefits to the customer.  There is no value in using the same brand for each product since the brand would then stand for a mishmash of benefits.  Companies such as Proctor & Gamble (P&G) use this type of strategy as they brand each of their products distinctly (_______________, ________________, etc.).

8. Distinct Brand Example
Proctor & Gamble

9. 4 BRANDING STRATEGIES
___________________________________ – Sometimes it makes sense to leverage the company name or an overall brand in addition to a separate name for the product.  This usually works best when the product brand extends the benefits offered by the overall brand, and is very common in the automobile industry (ex. Ford Taurus)
____________________________________ – When your company offers multiple products that each have a distinct benefit, but together offer a shared value to the customer, you may want to consider an umbrella brand (ex. Nike – athletic gear)

10. Umbrella Brand Example
Nike - Gear

11. QUALITIES OF A GOOD BRAND NAME
______________: Should suggest the product’s benefits or uses
Ex: Glass Plus (window cleaner + more), Tidy Bowl
Memorable/Distinctive/Positive: Ex: _______________
Action Oriented: Should be short, simple and should suggest action
Ex: _________________ toothpaste
Consistent: Should be appropriate to the product and the target market and fit the company image
Ex: _____________________make-up

12. LEGAL BRANDING TERMS
A legal protection by the federal government on the words or symbols for use only by one company is called a ________________ A ________________________ protects an invention (a product), a chemical formula, or a new way of doing something from imitation for a period of 17 years A ___________________________ grants creators of dramatic, musical, and other intellectual properties exclusive rights to their published work for as long as the creator lives, plus 50 years