1. Elements and Strategies
Branding
Elements and Strategies

2. What is branding?
Name, term, design, or symbol that identifies a business or organization

3. Brand Name
Word, group of words, letters, or numbers representing a brand that can be spoken.
Brand name products cost more than similar unbranded products because of higher advertising costs.

4. Brand Mark Part of the brand that is a symbol or design
May include distinctive coloring or lettering
Element of the brand that usually is not spoken

5. Trade Name
Identifies the company or a division of a particular corporation.
Brand Name
Trade Name
Cereal
Cereal manufacturer
Car
Car manufacturer
Athletic shoes
Shoe manufacturer

6. Trade Character A brand mark with human form or characteristics
Bird Eye’s Jolly Green Giant
Kellogg’s Tony the Tiger
Pillsbury Doughboy

7. Trademark
Brand name, Brand mark, Trade name, trade character, or a combination of these that is given legal protection by the federal government.
Cannot be used or misused by other companies
Harley-Davidson applied for a sound trademark consisting of the exhaust sound from its motorcycle engine
Boston Duck Tours received a sound trademark for the sound of a human voice making duck-like quacking noises

8. Apply the terms Locate the brand name, brand mark of
the brand on the left.

9. Locate the trade name, trade character, trademark

10. Why are brands important?
Helps build customer loyalty
Products carrying the same brand are of a consistent quality
Can address new target markets
Establishes an image

11. Types of Brands Manufacturer Brands Private Distributor Brands
Owned and initiated by manufacturers
General Electric, Heinz
Indicate a standard quality and price
Private Distributor Brands
Owned and initiated by wholesalers and retailers
The manufacturer’s name does not appear on the product
Radio Shack, Kmart
Appeal to customers who want the quality and performance of manufacturer brands at a lower price

12. Types of Brands
Generic Brands-represent a general product category and do not carry a company or brand name.
Often priced 30-50% lower than manufacturer brands and 10-15% lower than the private distributor brands

13. Branding Strategies
The way companies use brands to meet sales and company objectives
Brand Extension
Brand Licensing
Mixed Brands
Co-branding

14. Brand Extension
A branding strategy that uses and existing brand name of an improved or new product in the product line.
Starbuck ice cream
Companies can reduce the risk of failure by using an already established brand name.
Brand dilution occurs when the original brand has been stretched to include too many products

15. Brand Licensing
The legal authorization by a trademarked brand owner to allow another company to use its brand, brand mark, or trade character for a fee
Enhance their company image and sell more of their core products

16. Mixed Brands
Involves simultaneously offering a combination of manufacturer, private distributor, and generic brands.
Allows a business to reach several target markets

17. Co-Branding
Combines one or more brands to increase customer loyalty and sales for each individual brand.
Limited edition 2000 Harley-Davidson F-150 pickup truck
Starbucks has an agreement with Barnes & Nobles bookstores to open coffee shops inside the store
Works best if both companies complement each other and each brand receives equal billing in advertisements, direct mail, and other promotions