1. Branding Elements and Strategies
Marketing Essentials
n UNIT Branding, Packaging, and Labeling
Branding Elements and Strategies

2. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
What You'll Learn
The nature, scope, and importance of branding in product planning
The various branding elements
The different types of brands
How to classify branding strategies

3. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Why It's Important
The right name is an important part of every successful business. The name and symbols of a business or a product reflect the personality of the company, product, or service.

4. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
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
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5. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Branding
Corporate brands identify the business and reflect quality, value, and reliability.
Product brands show quality and reliability for a particular product.
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6. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Branding
A brand name is the word, group of words, letters, or numbers of a brand that can be spoken.
A brand mark is a symbol, design, or distinctive coloring or lettering that identifies a brand.
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7. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Branding
A trade character is a brand mark with human form or characteristics.
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 ().
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8. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Branding
Brand names, brand
marks, trade names,
trade characters, and
trademarks are often
combined to form a firm's
corporate symbol or
name.
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9. TOP BRANDS
GO TO BRANDZ 2013 TOP 100 PDF

10. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Top Ten Brands
Brands are often a company’s most valuable asset. What is the total 2012 advertising spending for these top ten brands? Do you think these brands would continue to be valuable if the companies reduced or eliminated their advertising?

11. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Importance of Brands in Product Planning
The use of brands is important
in product planning for several
reasons. Branding:
builds customer loyalty
assures customers that
products carrying the
same brand are of a
consistent quality
addresses new target markets
establishes an image for a
product or company

12. Branding Unit
Branding Elements
& Strategies
Generating Brands
Seventy-five percent of
companies introduce a new
product name each year. Brand names are generated by:
company employees
specialized computer software programs
branding agencies, naming consultants, and public relations agencies
Half of all corporate name changes occur because of company mergers and acquisitions.

13. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Types of Brands
Three classifications of brands are:
manufacturer brands
private distributor brands
generic brands
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14. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Types of Brands
Manufacturer brands, also called producer brands, are owned and initiated by manufacturers.
Example: General Electric, Heinz, Motorola
Private distributor brands, also called private brands, store brands, or dealer brands, are owned and initiated by wholesalers and retailers.
Example: Radio Shack, Kmart
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15. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Types of Brands
Generic brands represent a general product category and do not carry a company or brand name. The packaging carries only a description of the product, such as “pancake mix” or “paper towels.” They are usually much cheaper than brand-name products.
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16. Graphic Organizer Branding Types of Brands TYPES OF BRANDS
Manufacturer
Brands
Private
Distributor
Brands
Generic
Brands

17. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Brand Strategies
Branding strategies are the ways companies use brands to meet sales and company objectives. Strategies include: 1. Brand Extensions 2. Brand Licensing Mixed branding
co-branding

18. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Brand Extension
Brand extension is a branding strategy that uses an existing brand name for an improved or new product in the product line.
Example: Ocean Spray Cranberry Juice extended to Cran-Apple, Cran-Raspberry, etc.
Advantages: Reduces risk of new product failure
Disadvantages: Over-extending a product line can cause brand dilution

19. Licensing Licensing Basics
 A license is a grant of permission to allow
another to make use of intellectual property
rights. The intellectual property right may
be for a patent, trademark, trade secret,
or copyright. The license may even be for
technical or business "know-how."
In the Sports World…
License—the legal right to reproduce a
team’s logo in exchange for payment.
Protect the use of the name and symbols
Advantages of Licensing
In order to be successful, a licensing agreement should:
Be mutually beneficial to both parties
One of the benefits to the licensor may be maximizing income by expanding market
opportunities without large capital expenses.
A benefit to the licensee may include rapid entry into a market using technology developed
and tested by others.
The licensor wants to maximize income from the license

20. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Brand Licensing
Brand licensing is the legal authorization by a trademarked brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee.
Advantages: Enhance company image, sell more products

21. Branding Elements and Strategies
Branding Unit
Branding Elements and Strategies
Mixed Brands
A mixed-brand strategy involves simultaneously offering a combination of manufacturer, private distributor, and generic brands.
Example: Union Carbide sells Glad brand garbage bags and generic brand garbage bags.

22. Branding Elements and Strategies
Branding Unit
Co-Branding
A co-branding strategy combines one or more brands to increase customer loyalty and sales for each individual brand.
Example: Kellogg’s Pop-Tarts are made only with Smucker’s fruit filling. Starbucks Coffee Co. opens coffee shops inside Barnes & Noble bookstores.

23. Reviewing Key Terms and Concepts
ASSESSMENT
Branding
Reviewing Key Terms and Concepts
1. What is the difference between a brand name and a brand mark?
2. Why is branding important to product planning?
3. Name three types of brands.
4. List four different branding strategies.