1. 6.01 Explain the concept of branding

2. Forms of Branding
A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services

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

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

5. 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

6. Components of a brand name
Includes all of the combined impressions and experiences associated with a particular company or product
For example, McDonalds makes the customer think about quick food, low prices, and consistent service

7. Components of a brand name
Brand identity consists of a spoken name and corresponding design, logo, or symbol
For example, Coca-Cola and the Coke “swirl” or Nike and the Nike “Swoosh”

8. Components of a brand name
Brand image is the consumer’s belief about the company and/or its goods or services
Quality, price and value may affect a brand’s image

9. Components of a brand name
Brand equity is the perception of added value a product has as a result of its brand name
A highly recognizable brand has a high level of brand equity
Is an intangible perception or memory

10. Benefits of brand equity
Include:
Brand name recognition or awareness
Customer loyalty
Perceived quality
Strong emotional or mental associations

11. Brand equity as an asset
Coca Cola $69 billion
Microsoft $65 billion
Disney $32.6 billion
American Express $17 billion
Ericsson $7 billion

12. Forms of trademarks Trademark:
Word, phrase, symbol, or design that identifies and distinguishes the company from others
Has legal protection through the U.S. Patent and Trademark Office TM

13. Forms of trademarks Service Mark: Same as a trademark, but for serviceSM

14. Forms of trademarks ®: Trademark ™ or Service mark SM:
Used by company to claim rights/ownership to a trademark or service mark ®:
May be used by company after registering TM or SM with the U.S. Patent & Trademark Office (

15. Forms of trademarks Trade character:
Personified symbol that represents the brand name
For example, Mickey Mouse for Disney, Captain Fear for Tampa Bay Buccaneers, or STORMY for the Carolina Hurricanes

16. Elements that make a brand successful
Easy to pronounce and free from negative connotations
For example, Tide or New Balance

17. Elements that make a brand successful
Short and easy to remember and recognize
For example, Nike or Epic records

18. Elements that make a brand successful
Describe the products features and/or benefits
For example, Arcticat Snowmobiles or Goodyear Aquatred

19. Elements that make a brand successful
Consistent with the image of the product
For example, Snackwells or FedEx

20. Elements that make a brand successful
Must be distinctive enough to not infringe on any copyrights or other trademarks
Should be capable of legal protection and registration