1. Branding, Packaging, and Labeling
Marketing

2. Can you name a brand?
Levi’s
Coca Cola
Nike
Chanel
Gucci
Apple

3. What is a Brand?
A brand is a of name, term, design, symbol, or some combination of these elements, that identifies a product or service and distinguishes it from its competitors.
Can be used to identify a product, a family of products, or all products of a company

4. Elements of Branding Brand name Trade name Brand mark Trade Character
Trade Mark

5. Brand Name
A brand name is a word, group of words, letters, or numbers that represent a product or service. Should be easy to recognize, easy to pronounce, and distinctive. Examples: Pepsi; Barbie; Big Mac, BMW

6. Trade Names
A trade name, or corporate brand, identifies and promotes a company or a division of a company.
It is the legal name that the company uses when it does business – promotes a positive image of the company
May represent value, qualify, reliability Examples: Dell, Kellogg’s, Nike, Disney

7. Do you know what these are?
Christian Louboutin – brand mark – red bottoms

8. How much do Christian Louboutin shoes cost?

9. How about this?

10. Brand Mark
A brand mark is a unique symbol, coloring, lettering, or other design element
It is an element of the brand that can’t be expressed in words. It is recognized visually, and doesn’t need to be pronounced.

11. Examples of Brand Marks:

12. Can you think of a color that represents a brand?
Coca cola = red and white
Caterpillar trucks are yellow, John Deere are green
UPS = brown

13. Trade Characters
Trade Characters are a specific type, or subset of brand marks, that have a human form or characteristics. Examples: Jolly Green Giant, Keebler elves.

14. Trade Mark
A Trade Mark is a word, name, symbol, device, or a combination of these, that is given legal protection by the U.S. government. ™
They are used to prevent other companies from using a similar element that might be confused with the trademarked one.
Brand names and brand marks may be registered trade marks.
Examples: McDonald’s golden arches; NBC’s peacock.

15. These symbols signify that something is subject to a trademark:

16. Examples of Trade Marks:

17. Why do businesses develop brands?
Build product recognition and customer loyalty;
Ensure quality and consistency (the customer knows what they are getting) AND
Capitalize on brand exposure.

18. Advantages of developing brands?
Can target customers’ needs and preferences
Can have tremendous value extending across cultures and borders (e.g., McDonald’s)

19. Types of Brands
There are 3 types of brands:
National brands
Private label brands
Generic brands

20. National Brands
National brands (a/k/a producer brands) – Hershey, Whirlpool, Ford 70% of all food products are national brands; 100% of all cars

21. Private Label Brands
Private label brands (a/k/a private brands or private distributor brands) developed and owned by wholesalers and retailers. No manufacturer’s name. - Kroger, Target brands 80% of clothing sold at Target is their private label 40% at JC Penney.

22. Products that do not carry a company identity
Generic Brands
Products that do not carry a company identity
Usually sold in supermarkets and discount stores.

23. Packaging and Labeling
Marketing

24. Packaging and Labeling
Package – physical container or wrapper
About 10% of an item’s price is spent on developing, designing, and producing the package.

25. Functions of packaging:
Promoting / selling the product
Defining product identity
Providing information
Meeting customer needs (e.g., different sizes)
Ensuring safe use (avoid misuse, tamper resistant, blisterpacks)
Protecting the product (prevent/ discourage shoplifting, protect against breakage)

26. Bundling
Mixed Bundling – packaging 2 or more different products together, e.g., shampoo and conditioner
Price Bundling – packaging 2 or more similar products together, for sale at one package price.

27. Aseptic packaging
Uses a technology that keeps foods fresh without refrigeration, for extended periods
Includes canning and bottling

28. Environmental Packaging
“Green” packaging – consumer demands, public relations

29. Labeling
A label is an information tag, wrapper, or imprinted message that is attached to a product or its package
The main function of a label is to inform customers about a product’s contents and give directions for use.
May also protect against legal liability

30. 3 Kinds of Labels:
Brand labels – give the brand name, trademark, or logo. Chiquita bananas all have the Chiquita label
Descriptive label – gives information about the product’s use, constructions, care, performance, and other features (food products are required to have labels with certain information
Grade label – states the quality of the product (e.g., eggs are labeled AA, A, and B; meat is prime, choice, or select