1. Branding and Merchandising 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. 1.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 Components of a brand name

7. 2.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 3.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 4.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: 1. Brand name recognition or awareness 2. Customer loyalty 3. Perceived quality 4. 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

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

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 (www.uspo.gov)

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 1.Easy to pronounce and free from negative connotations  For example, Tide or New Balance

17. Elements that make a brand successful 2.Short and easy to remember and recognize  For example, Nike or Epic records

18. Elements that make a brand successful 3.Describe the products features and/or benefits  For example, Arcticat Snowmobiles or Goodyear Aquatred

19. Elements that make a brand successful 4.Consistent with the image of the product  For example, Snackwells or FedEx

20. Elements that make a brand successful 5.Must be distinctive enough to not infringe on any copyrights or other trademarks  Should be capable of legal protection and registration