1. Branding

2. What is a Brand?
Name, term, design, symbol, or combination of these elements that identifies a product or services and distinguishes it from its competitors

3. What is Branding?
Describes a company’s or event’s efforts to develop a personality and make its products or services different from the competition
Events are often branded to aide in marketing efforts

4. When is a Brand Used?
Identify one product, a family of related products, or all products of a company
Each brand is different
Some may want to portray a brand that is known for quality and reliability
Another may want to portray fun and excitement

5. Elements of Branding Brand Name Trade Name Brand Mark Trade Character
Trademark

6. Brand Name Also called a product brand An effective brand name:
A word, group of words, letters, or numbers
Represent a product or service
An effective brand name:
Easily pronounced
Distinctive
Recognizable
Examples
PT Cruiser, Pepsi, Barbie, Pop-Tarts, Big Mac

7. Trade Name Also called corporate brand
Identifies and promotes a company or a division of a particular corporation
The legal name that a company uses when it does business
Trade names support brand names
Examples:
Procter & Gamble, Dell, Disney, Kellogg’s, Nike, Yahoo!

8. Brand Mark
Unique symbol, coloring, lettering, or other design elements
Recognizable visually
Does not need to be pronounced
Examples

9. Trade Character Specific type of brand mark
Has human form or characteristics
Icons/mascots

10. Trademark
Word, name, symbol, device, or a combination of these elements that is given legal protection by the federal government
Used to prevent other companies from using a similar element that might be confused with the trademarked one
® means “Registered Trademark”
with United States Patent & Trademark Office
1884

11. Importance of Brands To build product recognition and customer loyalty
To ensure quality and consistency
To capitalize on brand exposure
Introduce new product lines

12. Generating Brand Names
75% of all companies introduce a new product name every year
250,000 trademarks are registered per year
60% of all companies conduct market research to test new brand names before they are released to the public
Once established, are rarely ever changed

13. Types of Brands National brands Private distributor brands
Generic brands

14. National Brands Also called producer brands
Owned by national manufacturers or companies that provide services
Examples
Colgate-Palmolive
Hershey
Whirlpool

15. Private Distributor Brands
Also called private brands or store brands
Developed and owned by wholesalers and retailers
Examples
Radio Shack
Kohl’s
Wal-Mart

16. Generic Brands Products that do not carry a company identity
Their packages usually feature a description of the product
“Pancake Mix”
“Paper Towels”
Generally sold in grocery stores
Often priced 10-15% lower than private distributor brands

17. Branding Strategies
Brand Extension
Brand Licensing

18. Brand Extension
Uses existing brand name to promote new or improved product in a product line
Ocean Spray drinks
Originally just did cranberry juice
CranApple
CranCherry
CranGrape

19. Brand Licensing
When companies allow other organizations to use their brand, brand mark, or trade character
This is done to increase revenues and enhance their company image
NFL has licensing arrangements with Pepsi and Visa
People who like the NFL may
use Visa or drink Pepsi