The Importance of Branding

• A Brand is a name, word or words, symbol, or design that identifies an organization and its products

What’s in a Name?

• A brand name is a word or words, letters, or numbers representing a brand that can be spoken

What’s in a Name?

• Branding is important for building customer loyalty

• People become repeat customers

• Helps companies introduce new products

• Creates an image for the product

Trade Names

• A trade name is a legal name of a company.

• A trademark is a device that legally identifies ownership of a registered brand or trade name

• Example: Reebok™

Brand Equity $$

• Brand Equity is the value a brand has beyond its actual functional benefits.

• To develop brand equity

1. Develop in customers mind

2. Link the products name to function

3. Help consumers think and feel