1. Nature of Product Branding
Product/Service Management LAP 6

2. Nature of Product Branding
It’s a Brand, Brand, Brand World
Nature of Product Branding
Objectives:
Describe the characteristics of effective product brands.
Explain the branding process.
Product/Service Management LAP 6

3. Describe the characteristics of effective product brands.

4. Society is drowning in brands.
Some questions to think about:
Why are we surrounded by brands?
Why do companies develop brand names and logos?
How do they come up with those brands?
What makes a brand successful?

5. Made up of trade names, brand names, brand marks, and trade characters
What Is a Product Brand?
A name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors’ products
Made up of trade names, brand names, brand marks, and trade characters

6. The name that identifies the company
What Is a Trade Name?
The name that identifies the company

7. What Is a Brand Name? The part of the brand that can be spoken Word
Phrase
Letter
Number
Any combination of these

8. What Is a Brand Mark? A distinctive symbol Design Sound
Group of letters
Can be seen or heard
Cannot be spoken

9. Tony the Tiger (Kellogg’s) Roaming Gnome (Travelocity)
What Is a Trade Character?
Brand marks that have been made to seem lifelike
Tony the Tiger (Kellogg’s)
Roaming Gnome (Travelocity)

10. Types of Brands Manufacturer’s brand
A brand that the manufacturer has assumed all the responsibility of branding
The manufacturer will make all the decisions.
Sometimes called a national brand

11. Types of Brands Private brand A brand owned by an intermediary
A supplier produces a product and places an intermediary’s (middleman’s) brand on it.
Sometimes called a store brand

12. Types of Brands Family brand
Involves using the same brand for related products in a product line

13. Types of Brands Individual brand
Involves using different brands for products owned by one company

14. Characteristics of Effective Brand Names
Describe the product’s benefits and uses
The name should convey what a product does for the consumer or show how it works.
The name should:
Be easy to read, pronounce, and remember
Many effective names are short, even just one syllable.

15. Create appealing images
Characteristics of Effective Brand Names
Create appealing images
A brand name should be pleasant and make people want to buy that product.
Be distinctive
The brand name should set the product apart from the competition.

16. Characteristics of Effective Brand Names
Be adaptable
A good brand name should be easy to pronounce in all countries where the product will be marketed.
It should also have an acceptable meaning in these foreign countries.
It should also be a “classic” name that won’t go out of style.

17. Be legally available for use
Characteristics of Effective Brand Names
Be legally available for use
A business needs to make sure its chosen brand name is not the property of another company.
Be appropriate for packaging and advertising
The brand name should not be too long, due to space limitations.
Shorter names are likely to be more graphically pleasing and noticeable.

18. Why Brands Are Used For identification and differentiation
To signify a certain quality, price level, and performance
To aid in developing brand loyalty

19. Stages of Brand Loyalty
Brand recognition
Consumers become aware of a brand and know a bit about it.
Brand preference
Consumers prefer to purchase a certain brand but would accept a substitute.
Brand insistence
Consumers insist on “their” brand and will not accept a substitute.

20. Explain the branding process.

21. To Brand or Not to Brand A business must ask itself:
Can the product be easily identified by a brand?
Are there funds to promote the brand?
Will the brand be profitable?
Does the firm have the necessary personnel to support the brand?

22. To Brand or Not to Brand
If the answers to these questions are “no,” the business may sell the product as a generic item.
Generic items are:
Unbranded
Plainly packaged
Of lower or standard quality
Sold at lower prices than branded products
Likely to receive little or no promotion

23. Stages of the Initial Branding Process
Determining brand objectives
What are the goals of this brand?
What should the brand stand for?
How should the brand function?

24. Stages of the Initial Branding Process
Brainstorming
A company should develop a lengthy list of brand name possibilities.
Brand ideas can come from many sources.
After reviewing all of the possibilities, a company may narrow the list down to a more manageable number, maybe five to ten possibilities.

25. Stages of the Initial Branding Process
Determining the acceptability of brand possibilities among different cultures
Marketers must determine whether brands would be acceptable in different cultures and countries.
How would this brand name be pronounced in other languages?
What is the literal translation of this name in other languages?
Would this brand name be culturally taboo in certain areas of the world?

26. Testing the brands with consumers
Stages of the Initial Branding Process
Testing the brands with consumers
Which of the brand candidates is most memorable?
Which brand fits best with the product?
Which brand(s) should not be considered at all?

27. Checking the legality of brands
Stages of the Initial Branding Process
Checking the legality of brands
A business needs to determine whether someone else owns the trademark for the potential brands.
Trademark: a word, name, symbol, or device used by a manufacturer or merchant to identify and distinguish its goods from those manufactured and sold by others

28. Determining what URLs are available
Stages of the Initial Branding Process
Determining what URLs are available
Any company that wants its brands to be successful really needs to have a web presence.
Most companies search out or create URLs (web addresses) which represent their brands.

29. Selecting the best brand for the product
Stages of the Initial Branding Process
Selecting the best brand for the product
The brand that the company considers to be the most appropriate and effective in persuading consumers to buy is the one which the business should choose.

30. Branding Strategies Brand Positioning
Brand position is the way that consumers see the brand as compared to competitive brands.
Marketers must ask themselves the following questions to create the right brand image:
Branding Strategies
What makes this brand special?
What are its benefits?

31. Brand Extension Brand Licensing
Branding Strategies
Brand Extension
An existing brand name is used for a new or improved product line.
Brand Licensing
Allows one company to use another’s brand name, logo, or character for a fee

32. Branding Strategies
Co-branding
Two companies joining forces to increase recognition, customer loyalty, and sales for both brands
Broadens both companies’ target markets and increases their profits

33. Look around the school building. What brands do you see?
Which three brands do you think are the most effective?
Why?

34. Imagine a well-known, successful airline.
Airplane malfunctions and minor mishaps start to occur.
One of its airplanes crashes, killing everyone on board.
The airline’s brand is tarnished.
The airline purchases a new brand.
Did the airline act in an ethical manner?
Or, was it trying to deceive the public?

35. April J. Miller, Lelia Ventling
Acknowledgments
Original Developers:
April J. Miller, Lelia Ventling
MBAResearch
Version 2.0
MarkED Copyright ã 2009

36. Digital-based photography sources:
Liquid Library
Various images used in this presentation are ©2004 Liquid Library. All rights reserved
Microsoft Clip Gallery Live
Various clipart used in conjunction with PowerPoint 2003® Clip Art, Microsoft® All rights reserved One Microsoft Way, Redmond, WA , USA

37. Copyright:
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