1. Branding Elements and Strategies
The nature, scope, and importance of branding in product planning
The various branding elements
The different types of brands
How to classify branding strategies
The right name is an important part of every successful business. The name and symbols of a business or a product project the personality of the company, product, or service.

2. private distributor brand
generic brand
brand extension
brand licensing
mixed-brand strategy
co-branding strategy
brand
brand name
brand mark
trade name
trade character
trademark
manufacturer brand

3. Branding
A brand is a name, term, design, or symbol (or combinations of them) that identifies a business or organization and the products that they offer. Brands are divided into two categories:
corporate brands
product brands

4. Branding
Corporate brands identify the business and reflect quality, value, and reliability.
Example: Coca-Cola, Disney, McDonald's, and Citibank
Product brands connote quality and reliability for a particular product.
Example: Pepsi, Coke, Barbie, Whopper, and Big Mac

5. A brand name is the word, group of words, letters, or numbers of a brand that can be spoken.
Example: PT Cruiser, Mountain Dew, SnackWells
A brand mark is a symbol, design, or distinctive coloring or lettering that identifies a brand.
Example: U.S. Postal Service's eagle, Apple Computer's apple

6. A trade name is the legal name under which a company or division of a corporation does business.
Example: Amex, Dell, Kellogg's, and Xerox
A trade character is a brand mark with human form or characteristics.
Example: The Jolly Green Giant, the Pillsbury Doughboy
A trademark is a brand name, brand mark, trade name, trade character, or a combination of these given legal protection by the federal government and noted by the trademark symbol () or (™).

7. Brand names, brand marks, trade names, trade characters, and trademarks are often combined to form a firm's corporate symbol or name.

8. Types of Brands
Three classifications of brands are:
manufacturer brands (national or producer)
private distributor brands
generic brands

9. TYPES OF BRANDS National Brands
(producer brands) owned by national manufacturers
Generate the majority of sales for most categories
Examples: Hershey Foods, Whirlpool, Ford, Hilton, American Airlines, Kraft and Nestle
Internet based national brands
Amazon.com, eBay, Monster

10. Both are private distributor brands from SEARS
TYPES OF BRANDS
Private Distributor Brands
private brands, store brands, or dealer brands
Developed and owned by wholesalers and retailers
Examples: Arizona for JC Penney, George for Wal-Mart, Villager for Kohl's
Both are private distributor brands from SEARS

11. TYPES OF BRANDS Generic Brands Does not carry a company identity
Packaging usually features a description of the product
Example: Pancake Mix, Paper Towels
Usually sold in supermarkets and discount stores
Often sold for 30 – 50% less than name brands

12. BRAND STRATEGIES Brand Extension Brand Licensing Mixed Brands
Co-Branding

13. BRAND EXTENTION
A branding strategy that uses an existing brand name to promote a new or improved product in a company’s product line

14. BRAND LICENSING
Some companies allow other organizations to use their brand, brand mark, or trade character through brand licensing Licensing company gets a fee (royalty) in return for authorization
Has licensing agreements with

15. MIXED BRANDS
Offer a combination of manufacturer, private distributor, and generic brands
Their own National Brand tires
Private Brand for SEARS

16. Co-BRANDING
Combines one or more brands in the manufacture of a product or in the delivery of a service

17. Re-Branding
Rebranding
Rebranding - a change to the brand name, logo, or image of a product or company
brand owner revisits the brand with the purpose of updating or revising

20. Branding is more than this:

21. …a promise to deliver value.
Branding is…
…a promise to deliver value.

22. That value comes from: Trust & familiarity
Source: south.unc.edu
Who the company collaborates with
Source: technabob.com

23. Who do you collaborate with?
Your personal brand works the same way
Source: cheezburger.com
How do you build
people’s trust in you?
Who do you collaborate with?
Source:

24. Effective brands understand their strengths
The hacker
Builds things
Comes up with unexpected solutions to problems
Will bend rules if it’s valuable to do so
The hustler
Sells things
Enjoys presentations, debates and public speaking
Excels at coming up with arguments
The designer
Designs things
Shows empathy for the customer experience
Is highly resilient and open to other people’s ideas
Context: These three “personal brands” were identified by Steve Blank as the essential, complementary roles needed in an innovative startup team.
Task: Each student spends 60 seconds considering which of these “brands” best describes them.
On the Personal Branding handout, have students note the brand they identify with the most (the handout can be found in the Entrepreneurial Thinking Toolkit)
Give each student either a green, blue or red sticker, depending on which brand they identify with the most
Hint: After students have made their decision, survey the room to see which personal brands were most and least common. If there is a significant lack of one of the brands. point out that, because it is scarce, this brand is highly valuable. Then point out that we often adopt different brands depending on needs of the context we work in. Some students may therefore wish to change their stated brand based on what the market is telling them is valuable.