1. Branding
Marketing I

2. What Is Branding?
“Name, term, design, symbol, or combinations of these elements that identifies a product or service and distinguishes it from its competitors”
Used to identify one product, a family of related products, or all products of a company

3. Role Brands Play in Marketing Strategy
Builds product recognition
Creates customer loyalty
Establishes an image
Offers a standard of quality
Differentiates products from their competitors
Capitalizes on brand exposure
Adds value to the product

4. Brand Name
Brand name: spoken part of a brand, which is used to distinguish a product from its competitors
Example: Barbie, Pepsi, Big Mac, Pop-Tarts

5. Elements Of The Brand
Trade name: corporate brand identifies and promotes a company or division of a particular corporation
Example: Dell, Nike, Yahoo!
Brand Mark: unique symbol, coloring, lettering, or other design
Example: Swoosh
Trade characters: specific type of brand mark, one with human form or characteristics
Example: Keebler Elves
Trademarks: word, name, symbol, device, or a combination of these elements
Example: McDonald’s Golden Arches

6. National Brand
National Brand: owned and initiated by national manufacturers or by companies that provide services
Example: Hershey Foods, Whirlpool, Ford
Used to attract customers

7. Private Brand
Private Brand: developed and owned by wholesalers and retailers (i.e. Store Brand)
Example: Walmart George, Radio Shack
Used to boost profit and build customer loyalty

8. Generic Brand
Generic Brand: products to do not carry a company identity
Example: Pancake mix, paper towels
Priced 30-50% lower than national brands
Priced 10-15% lower than private brands

9. Common Brand Strategies
Brand extension: uses an existing brand name to promote a new or improved product in a company's product line
Example: Ocean Spray extended cranberry juice line by adding CranApple, CranGrape, and CranCherry
Brand licensing: companies allow other organizations to use their brand, brand mark, or trade characters
Example: NFL has licensing arrangements with Pepsi & Visa
Mixed brands: offer a combo of national, private, and generic brands to sell products
Example: Michelin manufactures its own brand of tires as well as sells them at Sears under the Sears brand name.
Co-branding: combines one or more brands in the manufacture of a product or in the delivery of a service
Example: Starbucks has an agreement with Barnes & Noble to open coffee shops inside their bookstores

10. Branding Video Lessons
e=youtu.be ( Brand Mark Change)
(What is Branding?)
(What is a Brand?)

11. Activity – 50 points
Work independently or with a partner to create a PPT slide presentation demonstrates a “time line” of your day and identifies the brands that are part of your life.
All brands included in your presentation need to be “school-friendly”…no mention of any substances or products that would be inappropriate in accordance to school policies and expectations.