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Branding, Packaging & Labeling

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Presentation on theme: "Branding, Packaging & Labeling"— Presentation transcript:

1 Branding, Packaging & Labeling
Chapter 31

2 Branding Elements & Strategies
Brand – a name, term, design, or symbol (or a combination of them) that identifies a business or organization and it products. Corporate Brands – Coca Cola, Citibank, McDonald’s (build relationships with customers)

3 General Mills Brands 6th largest food company
$12.5 billion in net sales in 2005 28,000 employees VALUES: Championship brands Championship people Championship innovation Championship performance

4 Success at General Mills
Every August, ALL employees redo learning plans #1 ethical company in America 89% of employees – “a great place to work” Sidebar – a “team of GM employees work in Bentonville AK with Wal-Mart.”

5 Branding (cont) In 1999 Coca-Cola – valued at $83.8 billion
Microsoft $56 billion IBM $43 billion

6 Brand Elements Brand name – word, group of words, letters or numbers representing a brand (Mountain Dew, K2) Brand mark – part of the brand that is a symbol or design (Apple’s apple, Greyhound’s greyhound, Nike swoosh) Trade name – company or a division of a particular corporation (Dell, Kelloggs)

7 Brand Elements (cont) Trade character – brand mark with human form (Snap, crackle & pop, Jolly Green Giant, Pillsbury Doughboy) Trademark – brand name, brand mark, trade name, trade character, or a combination that is legally protected by the federal government.

8 Top Ten Brands - 1999 Chevrolet ATT Dodge Ford McDonald’s Toyota Sears
Sprint Chrysler Nissan

9 The Trendmaster’s Guide
Author: Robyn Waters, former VP of Trend, Design, and Product Development of Target Moved Target from 5 – 120 designers Trend right Guest focused Design driven

10 Trends relating to Brand
Currently 30,000 SKU’s in supermarkets 15 years ago, 15,000 SKU’s Starbuck’s 19,000 ways to order coffee Five new stores open each day Pours 4 million cups/day

11 Mini-coop – “Younique” ad
Mini-coop – “Younique” ad Follow production with “where’s my baby?”

12 “Ready to Roll” “The Name You Trust
Over 90 years in the paint business and still the most recognizable brand on the market.” “About the Boy Ironically, Michael E. Brady, the nine-year-old boy who became the inspiration for the famous Dutch Boy® trademark, was not Dutch at all but an Irish-American who lived near the artist commissioned to create the logo.” “Ready to Roll”

13 “Ferrari of Washing Machines!”
                                             “Whirlpool® Duet® Front-loading Washer #1 Rated Front-Load Washer in America ENERGY STAR® Qualified “ “Ferrari of Washing Machines!”

14 About Jones Soda
As of August 1st, 2000, Urban Juice and Soda Company Ltd. officially changed its name to Jones Soda Co ("JONES"). The story of the Company began in 1987, when Company founder and president, Peter van Stolk, recognized the potential of emerging "alternative" products in the beverage industry. The company's start in the beverage world was not as a manufacturer of its own brand, but as a distributor in western Canada of other successful lines, including Just Pik't Juices, Arizona Iced Tea and Thomas Kemper sodas. By 1994, Jones was firmly established as a full line beverage distributor in western Canada, with a reputation for picking winners.

15 Caldrea Luxurious Commodity
“Our purpose as a company is to create a premiere homekeeping experience through beautiful cleaning products and passionate know-how.” Aeromatic Dishwashing Soap

16 Me, myself and IPod

17 Brands in Product Planning
® = registered trademark legally protected Why do consumers purchase only certain brands?

18 Brand Loyalty Why do consumers purchase only certain brands?
Reputation Consistent quality Name recognition Risk reduction Image 50% of all corporate name changes occur because of company mergers and acquisitions Brand names also change because of lawsuits (Great Wolf/Black Wolf Lodge)

19 Dean Kephart – Community Relations Marketing Director
Target gives $2 mill/week (5% off the top of profits) to the community Demographics of customer 46 year old female $50,000+ annual income B.S. Degree 1.2 children Resides in suburbs ½ work, ½ do not work outside of home

20 Community Relations Support
Education Art Social services Target house (Memphis – St. Jude’s) Target engages moms by making them aware of Target’s philanthropy and involving them in giving “A motivated mom is ready to act!” Target House – 94 families, 2 BR apartments (FREE).

21 ROI (Return on investment) – watch – 3rd most visited website in world (behind Ebay and Amazon); Wal-Mart is #4 ROI (Return on investment) – watch Web visits (time spent, path of visits) Program participation Coupon return Market Research Local business climate Corporate image reports blogs Prgrams – Ready sit read, “Take Charge of Education” – have recipients of Target’s books/program tell story. Pappas School – school for homeless “Start Something” – Tiger Woods & Target Book Festivals in LA, Boston, Detroit, Miami, Mpls – 100,000 at book festival Crayola named a color “Target Red” Target Pill Bottle (easier to open) Blogs – I (heart) Target, Target forever, they also watch Wal-Mart Target experiments online to see what guests want Marketing Department spends 1/3 of time brainstorming Very large hispanic following – advertisements have a completely different color palette, clothes arranged differently Target Day at Colleges – shuttle college kids to Target, feed them pizza on bus





26 Baseball MN Twins Red Sox, Yankees – can market everywhere
2005 – 2 million fans “Circle Me Bert” campaign “Give ‘em something to talk about Cause-related marketing (Yoplait, GM Boxtops) Red Sox, Yankees – can market everywhere

27 Michael Keller – Chief Brand Officer, American DQ
$2.5 billion in sales/year (2005) 5,500 “units” – average age of a DQ is 32 years 1998 – Warren Buffet purchased Brand “relationship between a company and its customers.” Make a promise, deliver a promise, brand identity Touch points – how does brand touch customers? Think beyond product/service to experience & touch points DQ – Emotion-filled response (a smile and a story)

28 Brand Experience Product/Menu Product Quality Speed of Service
Customer Service Facility (Interior & Exterior) Locations Advertising

29 Geek Squad Brand AGENTS Look only through windshield
Sit forward in car just a bit “men on missions” Wear pants slightly short Speed – 5 MPH over speed limit

30 Types of Brands Manufacturer, Private Distributor, Generic
Manufacturer Brands – GE, Heinz, Motorola; generate the majority of sales (70% of all food products, 65% of all appliances, 80% of all gasoline, 100% of automobiles are manufacturer brands).

31 Types of Brands Private Distributor Brands – private, store, dealer

32 Types of Brands Generic Brands – do not carry a company or brand name
30 – 50% lower prices than mfg brands

33 Branding Strategies The ways companies use brands to meet sales and company objectives Brand Extension Brand Licensing Mixed Brands Co-Branding

34 Brand Extension Using an existing brand name for a new or improved product i.e.: Ocean Spray Cranberry–CranApple, etc. Starbucks, Caribou Coffee – ice cream Ann Taylor – personal care products Other examples of Brand Extensions? (“some marketing specialists believe that Arm & Hammer Brand became diluted when the brand was extended to laundry detergent, antiperspirant, tooth paste, cat litter”)

35 Brand Licensing Legal authorization by a trademarked brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee. Caterpillar Corporation has licensed its name to more than 700 products McDonald’s pays over $75 million licensing fee to associate Happy Meals with Disney movies.

36 Mixed Brands Simultaneously offering a combination of manufacturer, private distributor, and generic brands Michelin manufactures tires for Sears with the Sears brand name, and manufactures its own brand name Union Carbide produces and sells Glad garbage bags and another generic brand Allows businesses to reach a variety of target markets, maintain brand loyalty, & increase product mix

37 Co-Branding Combines one or more bands to increase customer loyalty and sales i.e.: Pop-Tarts only use Smucker’s fruit filling Ford created “Limited Edition 2000 Harley-Davidson F-150 truck” Starbucks, Barnes & Noble

38 Top-10 the most popular brands in the USA
Sony has successively appeared the most quoted brand in the USA. Ten leader brands: 1. Sony Dell Coca-Cola Toyota Ford Honda Hewlett-Packard General Electric Kraft Foods Apple Computer.

39 10 Most Popular Brands With Teens Worldwide
Favorite Brand Sony 2. Nokia 3. Adidas 4. Nike 5. Colgate 6. Nestle 7. Cadbury 8. Coca-Cola 9. M&Ms 10.Kodak Favorite Brand Coca-Cola 2. Sony 3. Adidas 4. Nike 5. Pepsi 6. Kodak 7. Colgate 8. Disney 9. M&Ms 10.Reebok


41 Popular Brands of vitamins: Futurebiotics Gaia Herbs Global Health Trax Herbs For Kids Hylands Inholtra Natrol Naturally Vitamins Nature's Way North American Herb Rainbow Light Schiff Trimedica Tropical Oasis Twinlab


43 Popular Gas Scooter Brands
Xcooter Vespa Lambretta Honda Yamaha

44 Kraft Brands U.S. Brands Beverages Convenient Meals Cheese & Dairy
Grocery Snacks

45 Angel Soft Video Clips


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