1. It’s a brand brand world Examples: Gap conveys cool, contemporary Nike represents energy, effort, persistence http://www.socialbakers.com/blog/36- the-most-popular-brands-on-facebook- in-first-half-of-2010/

2. Top 10 brand in 2010--facebook

3. Elements make up brand’s identity  Brand names—words, letters, numbers can be spoken  Logo or Brand symbol—cannot be spoken like the Nike “swoosh”

4. A good brand name  Short  Memorable  Describe product features  Contribute characteristics to the product  Dell, Apple, Rollerblade, Sunkist, Nike

5. Some terms to know  Trade character-symbols that are personified  Values – what we believe in and hold dear  Brand personality – includes brand values and emotional connections

6. More terms  Touch points – opportunities to connect with customers –customer experiences  Brand promise – it will consistently deliver its characteristics and values

7. Levels of customer feelings/brand loyalty  Brand recognition – consumers are aware of brand and know about it  Brand preference – consumers would rather have a particular brand  Brand insistence – consumers absolutely want one brand and one brand only

8. Corporate brands  Gap – also own Old Navy and Banana Republic  Gap – nice casual clothing for young adults  Old Navy sells more fun inexpensive casual clothing to all ages  Banana republic – more sophisticated and expensive to older market

9. Private – distributor brands  a business sells exclusively for a manufacturer Martha Stewart brand is sold exclusively at K-mart  Kenmore only sold by Sears

10. Generic brands  Packaged plainly  Sold by supermarkets and discount stores  Are significantly lower than private brands  Categories: vitamins, auto parts, packaged foods, pharmaceuticals

11. Family branding  Naming a group of related products the same  Nike’s athletic shoes and clothing all bear the Nike name

12. Individual branding  Different products with different names owned by one company  PepsiCo owns not only Pepsi brand but also Tropicana fruit juices and Gatorade

13. Brand extensions  Existing brand is used for a new or improved product line  Starbucks extended coffee brand to ice cream and candy—no words on logo to allow new products  Gatorade launched its fruity X- tremo in Latino markets

14. Brand licensing  Allows one company to use another’s brand name, logo, or character for a fee  McDonalds licenses the use of Disney characters for promotions  Tommy Hilfiger may license the use of their names to manufacturers of perfume or jewelry

15. Co-branding  Examples_ Starbucks sells coffee and pastry in Barnes and Noble stores because the two complement each other  Pizza Hut/Taco Bell

16. Branding internationally  Requires businesses to incorporate international considerations  Requires names that translate into other languages  Requires sensitivity to customs, cultures, and values  May even require changes to actual product itself  May use product extensions

17. Branding on the internet  Limited customer interaction  Customers spend more time researching and comparing than buying  Hard to compete with Amazon.com and Yahoo that are internet specific  Branding more important online than off