1. Branding What makes an effective brand? Explain brand values, touch points, & brand promise. Discuss branding online.

2. Brands More than a name or logo Impressions & experiences Words, letters, numbers Brand symbols or logos – cannot be spoken

3. Characteristics of a Good Brand Name: Short & memorable Product features & benefits May give the brand meaning Some use trade characters

4. Brand Images & Values Values – connects to emotions Example: Purina’s Beneful BrandPurina’s Beneful Brand

5. Brand “Touch Points” Buying a good/service Calling customer service Receiving a bill Returning merchandise

6. Brand Promise Results in customer loyalty Various levels of loyalty  Brand recognition  Brand preference  Brand insisetnce

7. E-Commerce: Branding on the Internet More difficult to build a new brand online Online good for an already established brand “Brand” is required online