2Branding 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)
3General Mills Brands 6th largest food company $12.5 billion in net sales in 200528,000 employeesVALUES:Championship brandsChampionship peopleChampionship innovationChampionship performance
4Success at General Mills Every August, ALL employees redo learning plans#1 ethical company in America89% of employees – “a great place to work”Sidebar – a “team of GM employees work in Bentonville AK with Wal-Mart.”
5Branding (cont) In 1999 Coca-Cola – valued at $83.8 billion Microsoft $56 billionIBM $43 billion
6Brand ElementsBrand 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)
7Brand 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.
8Top Ten Brands - 1999 Chevrolet ATT Dodge Ford McDonald’s Toyota Sears SprintChryslerNissan
9The Trendmaster’s Guide Author: Robyn Waters, former VP of Trend, Design, and Product Development of TargetMoved Target from 5 – 120 designersTrend rightGuest focusedDesign driven
10Trends relating to Brand Currently 30,000 SKU’s in supermarkets15 years ago, 15,000 SKU’sStarbuck’s19,000 ways to order coffeeFive new stores open each dayPours 4 million cups/day
11Mini-coop – “Younique” ad Mini-coop – “Younique” adFollow 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 BoyIronically, 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!”
14http://www.jonessoda.com/ 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.
15Caldrea 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
17Brands in Product Planning ® = registered trademark legally protectedWhy do consumers purchase only certain brands?
18Brand Loyalty Why do consumers purchase only certain brands? ReputationConsistent qualityName recognitionRisk reductionImage50% of all corporate name changes occur because of company mergers and acquisitionsBrand names also change because of lawsuits (Great Wolf/Black Wolf Lodge)
19Dean Kephart – Community Relations Marketing Director Target gives $2 mill/week (5% off the top of profits) to the communityDemographics of customer46 year old female$50,000+ annual incomeB.S. Degree1.2 childrenResides in suburbs½ work, ½ do not work outside of home
20Community Relations Support EducationArtSocial servicesTarget 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).
21ROI (Return on investment) – watch Target.com – 3rd most visited website in world (behind Ebay and Amazon); Wal-Mart is #4ROI (Return on investment) – watchWeb visits (time spent, path of visits)Program participationCoupon returnMarket ResearchLocal business climateCorporate image reportsblogsPrgrams – 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 & TargetBook Festivals in LA, Boston, Detroit, Miami, Mpls – 100,000 at book festivalCrayola named a color “Target Red”Target Pill Bottle (easier to open)Blogs – I (heart) Target, Target forever, they also watch Wal-MartTarget experiments online to see what guests wantMarketing Department spends 1/3 of time brainstormingVery large hispanic following – advertisements have a completely different color palette, clothes arranged differentlyTarget Day at Colleges – shuttle college kids to Target, feed them pizza on bus
26Baseball MN Twins Red Sox, Yankees – can market everywhere 2005 – 2 million fans“Circle Me Bert” campaign“Give ‘em something to talk aboutCause-related marketing (Yoplait, GM Boxtops)Red Sox, Yankees – can market everywhere
27Michael Keller – Chief Brand Officer, American DQ $2.5 billion in sales/year (2005)5,500 “units” – average age of a DQ is 32 years1998 – Warren Buffet purchasedBrand “relationship between a company and its customers.”Make a promise, deliver a promise, brand identityTouch points – how does brand touch customers?Think beyond product/service to experience & touch pointsDQ – Emotion-filled response (a smile and a story)
28Brand Experience Product/Menu Product Quality Speed of Service Customer ServiceFacility (Interior & Exterior)LocationsAdvertising
29Geek Squad Brand AGENTS Look only through windshield Sit forward in car just a bit“men on missions”Wear pants slightly shortSpeed – 5 MPH over speed limit
30Types 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).
31Types of BrandsPrivate Distributor Brands – private, store, dealer
32Types of Brands Generic Brands – do not carry a company or brand name 30 – 50% lower prices than mfg brands
33Branding StrategiesThe ways companies use brands to meet sales and company objectivesBrand ExtensionBrand LicensingMixed BrandsCo-Branding
34Brand ExtensionUsing an existing brand name for a new or improved producti.e.: Ocean Spray Cranberry–CranApple, etc.Starbucks, Caribou Coffee – ice creamAnn Taylor – personal care productsOther 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”)
35Brand LicensingLegal 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 productsMcDonald’s pays over $75 million licensing fee to associate Happy Meals with Disney movies.
36Mixed BrandsSimultaneously offering a combination of manufacturer, private distributor, and generic brandsMichelin manufactures tires for Sears with the Sears brand name, and manufactures its own brand nameUnion Carbide produces and sells Glad garbage bags and another generic brandAllows businesses to reach a variety of target markets, maintain brand loyalty, & increase product mix
37Co-BrandingCombines one or more bands to increase customer loyalty and salesi.e.: Pop-Tarts only use Smucker’s fruit fillingFord created “Limited Edition 2000 Harley-Davidson F-150 truck”Starbucks, Barnes & Noble
38Top-10 the most popular brands in the USA Sony has successively appeared the most quoted brand in the USA. Ten leader brands: 1. SonyDellCoca-ColaToyotaFordHondaHewlett-PackardGeneral ElectricKraft FoodsApple Computer.
3910 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.KodakFavorite Brand Coca-Cola 2. Sony 3. Adidas 4. Nike 5. Pepsi 6. Kodak 7. Colgate 8. Disney 9. M&Ms 10.Reebok
41Myhealthpro.comPopular 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