3.02 – Forms of Branding

Forms of Branding

A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services

Forms of BrandingA corporate brand represents

the entire company or organization

For example, Coca-Cola, Ford, McDonalds, Kraft or Microsoft

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

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

Trade character:

Personified symbol that represents the brand name

ACTIVITY

Create a Vocabulary Flip Book

On the front define the word

On the back illustrate the word with a drawing

1. Competitive Advantage

2. Positioning

3. Market position

4. Brand

5. Brand name

6. Brand symbol

7. Trade character

8. Brand recognition

9. Brand preference

10. Brand insistence

11. Product brand

12. Generic brand

13. National brand

14. Private/distributor brand

15. Brand strategies

16. Family branding

17. Individual branding

18. Brand extensions

19. Brand licensing

20. Co-branding