LOGO

6.01 Explain the concept of branding

LOGO

Forms of Branding

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

LOGO

Forms of Branding

A corporate brand represents the entire company or organization

For example, NIKE, Gatorade, or Powerade

LOGO

Forms of Branding

A product brand represents a specific product of a company or organization

For example, NIKE’S Air Force Ones, Gatorade orange G series drink.

LOGO

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

LOGO

Components of a brand name

1. Includes all of the combined impressions and experiences associated with a particular company or product

For example, McDonalds makes the customer think about quick food, low prices, and consistent service

LOGO

Components of a brand name

2. Brand identity consists of a spoken name and corresponding design, logo, or symbol

For example, Coca-Cola and the Coke “swirl” or Nike and the Nike “Swoosh”

LOGO

Components of a brand name

3. Brand image is the consumer’s belief about the company and/or its goods or services

Quality, price and value may affect a brand’s image

LOGO

Components of a brand name

4. Brand equity is the perception of added value a product has as a result of its brand name

A highly recognizable brand has a high level of brand equity

Is an intangible perception or memory

LOGO

Benefits of brand equity

Include:1. Brand name recognition or

awareness2. Customer loyalty3. Perceived quality4. Strong emotional or mental

associations

LOGO

Brand equity as an asset

Coca Cola $69 billionMicrosoft $65 billionDisney $32.6 billionAmerican Express $17 billionEricsson $7 billion

LOGO

Forms of trademarks

Trademark: Word, phrase, symbol, or design

that identifies and distinguishes the company from others

Has legal protection through the U.S. Patent and Trademark Office

LOGO

Forms of trademarks

Service Mark:Same as a trademark, but for

service

LOGO

Forms of trademarks

Trademark ™ or Service mark SM:Used by company to claim

rights/ownership to a trademark or service mark®:

May be used by company after registering TM or SM with the U.S. Patent & Trademark Office (www.uspo.gov)

LOGO

Forms of trademarks

Trade character:Personified symbol that

represents the brand nameFor example, Mickey Mouse

for Disney and Chubby Checkers for the Charlotte Checkers

LOGO

Elements that make a brand successful

1. Easy to pronounce and free from negative connotations

For example, Tide or New Balance

LOGO

Elements that make a brand successful

2. Short and easy to remember and recognize

For example, Nike or Epic records

LOGO

Elements that make a brand successful

3. Describe the products features and/or benefits

For example, Arcticat Snowmobiles or Goodyear Aquatred

LOGO

Elements that make a brand successful

4. Consistent with the image of the product

For example, Snackwells or FedEx

LOGO

Elements that make a brand successful

5. Must be distinctive enough to not infringe on any copyrights or other trademarks

Should be capable of legal protection and registration