1. Branding
Marketing Objective 2.06

2. Questions Why do companies develop brands?
How do they come up with brands?
What makes a brand successful?

3. What is a Product Brand?
A name, term, symbol or design that identifies a product and distinguishes it from a competitor.
Product brands are trade names, brand names, brand marks, and trade characters.

4. Types of brands
Manufacture
Private
Family
Individual

5. Characteristics Effective Brands
Easy to read, pronounce, and remember
Create appealing images
Distinctive
Adaptable
Appropriate packaging and advertising
Known benefits from products
Legally available

6. What do these brands promise?
FORD
Volvo
Ollie's
Allstate
First Alert
Michelin
Scrubbing Bubbles
Timex Watches

7. What can affect Brand name?
Bad publicity
Health scare
Disaster
Miracle
Endorsement

8. Why create a brand? Product is easily identified
If you have $ to Promote…
Could be more profitable
Build loyalty and recognition
Creates jobs!!!!

9. Steps to brand creation
Brainstorm ideas
Set objectives
Brand acceptance across cultures
Test Marketing
Legal issues
Research names & Web addresses
Choose the best brand name for product

10. Brand strategies
Positioning
Extension
Licensing
Co-Branding