1. Unit 3: The Marketing Mix
Chapter 11: Branding

2. Learning Goals Explain the purpose of a brand
Distinguish between a brand name, a logo, and a slogan
Identify three ways branding helps the customer
Explain the three goals of branding for the marketer
Describe how marketers create a positive brand image through positioning and social responsibility

3. Learning Goals
Summarize ways that brand creators can protect their brands
Explain the purpose of developing your own personal brand

4. Day 1 Response Journal
At what age (approximately) did you become aware of brand names? Which brands did you notice at that age? How important are brands to you when making a purchase now? ***Save As May 6 in your Response Journal Folder***

5. Branding
"Hand me a Kleenex”, “I want Jell-O” or “Please Xerox this for me”
It is likely that you have made at least one of these statements or some variation on them
What do Kleenex, Jell-O and Xerox all have in common?
Each of these is a brand name that has become so powerful that the brand name is often used instead of the product category
In reality;
Kleenex is a brand of disposable facial tissue, Jell-O is a brand of dessert gelatin and Xerox is a brand of photocopy machine

6. The Value of a Brand
The value of a brand is its ability to increase sales through ___________________ and ___________________
Some other famous brand names include
McDonald’s, Disney, Sony, Microsoft, Starbucks, Nintendo, FedEx, and Coke
Brand Recognition
Brand Loyalty
What is branding?
Video

7. What Is a Brand?
In simple terms, a _________ is a mark or design placed on a product to distinguish it from other products and to identify the owner of the brand
At its fullest level, the brand of a product encompasses all aspects of the product
Name
Marketing mix (product, place, price, and promotion)
Personality
Image
Position in the minds of customers
History
A brand helps communicate what the product is about
Brand

8. Parts of a Brand A brand has two parts; Tangible Intangible
The tangible parts of a brand are;
Brand Name
Consists of words, numbers, or letters that can be spoken
E.g. Nike (the name for a brand of athletic shoes and clothing)

9. Parts of a Brand
Logo
A picture, design, or graphic image associated with the brand
E.g. the Nike Swoosh
A _________________ is a logo that has been given human characteristics
E.g. KFC’s Colonel Sanders
Slogan
A phrase or sentence that summarizes some essential aspect of the product
E.g. Nike’s “Just do it”
Also called a tag line
A _________ is a slogan that is set to music
Trade Character
Kit Kat Jingle
Jingle

10. Parts of a Brand The intangible parts of a brand include; Image
Nike's image is excellence in sports
Personality
Nike’s personality is that of a person who is exciting, spirited, "cool," and dedicated to doing his or her personal best
The use of top athletes in Nike advertising reinforces this image and personality
Influence on customers
Through advertising and other promotional activities, the Nike brand has developed a great ability to influence customers to buy it

11. Level of Brand There are two levels of brands; Corporate Brand
Represents a whole company
E.g. Nike
Product Brand
Represents a specific product
E.g. Air Jordan is the brand of a specific Nike product

12. Level of Brand
Some brand names are the same for the corporation and the product
E.g. Coca-Cola is the brand name of a company and of a specific product
The Coca-Cola Company has product brands in addition to Coca-Cola, for example Diet Coke and Sprite

13. Types of Brands Product brands come in three types; Manufacturer Brand
Private Brand
Generic Brand

14. 1. Manufacturer Brand
A ____________________ is a brand created by the manufacturer for its own products
E.g. Levi’s jeans, Lay’s potato chips and Cover Girl makeup
Also called national brand or regional brand
Most well-known brands are manufacturer brands
Most manufacturer brand are sold through wholesalers to retailers
E.g. Lay’s sells their chips to Zehrs, Fresh Co., Etc.
Manufacturer Brand

15. 2. Private Brand A _______________ is owned by a reseller
E.g. Old Navy brand jeans, President’s Choice product, etc.
Also called store brand, distributor brand, dealer brand, or private label brand
Sold only through stores that own the brand
E.g. only Old Navy carries Old Navy brand jeans and only Zehrs carries President's Choice brand foods
Private Brand

16. 3. Generic Brand A _________________ is a product that is not branded
Typically has plain packaging with only the product category name, such as “facial tissue”
Lower in price because money is not spent on advertising
Generic Brand

17. Branding and the Customer
Imagine standing in the aisle of breakfast cereals at your local grocery store
Now imagine that none of the cereals has a name, all cereals are packaged in a white box
The only way to tell one cereal from the other is to read the ingredients on the box
It would probably take you a long time to find the cereal you want

18. Branding and the Customer
Now imagine how it really is
The cereals are grouped by their manufacturer, for example, Kellogg's, General Mills, and Post
Each of these corporations has a distinct corporate brand
Each cereal has a specific brand name and distinctive package design
These distinct names, packaging, and brand identities help you locate and buy the cereal you want

19. Branding and the Customer
Branding helps customers by;
Identifying the product
Providing assurance of quality
Providing assurance of consistency

20. 1. Identity Branding gives a product an identity
The brand name, logo, slogan, and packaging of a brand make a product _______ different from its competitors
E.g. Coke wants you to “open happiness" in a red and silver can with a wave. Pepsi urges you to "live for now" in a blue and red can with a circle
Look

21. 2. Quality Branding provides assurance of product quality
Customers vary in the level of quality they want in various products
Branding allows customers to quickly identify the product that is appropriate for their needs
For example, pens come in a variety of quality and price levels. For a student, the simple, inexpensive ballpoint pen is the quality and price level desired. The Bic brand pen, which sells for under a dollar, provides the quality that a student needs at an appropriate price. However, a successful executive might prefer an elegant fountain pen with platinum trim. For the executive, the Montblanc brand, which might sell for over $300, represents the quality she needs at a price she is willing and able to pay

22. 3. Consistency Branding also provides assurance of product consistency
The product will be the ________ whenever and wherever you buy it
E.g. a McDonald’s Big Mac will be the same whether you buy it in Toronto, Los Angeles or Melbourne
Same

23. ***Save As Ch 11 Day 1 in your Unit 3 folder***
Day 1 Assigned Work
Students please complete the following;
K & U Questions #2, 3 & 4 on page 168
Thinking Question #3 on page 168
Application Question #1 on page 169
***Save As Ch 11 Day 1 in your Unit 3 folder***

24. Day 2 Response Journal
What brands are you loyal to? Why do you stay loyal to these brands? List a minimum of 3. ***Save As May 8 in your Response Journal Folder***

25. Goals of Branding
The power of a brand is its ability to influence ______________________
Branding helps marketers promote and sell the product
Marketers use branding to achieve the following goals;
Create a unique brand identity
Create a positive image of the brand
Develop brand loyalty
Purchasing Behaviour
Ch11

26. 1. Unique Brand Identity
Marketers often use product features to sell a product
For example, a computer might have the fastest processor available or a salon might have the best process for colouring hair
However, product features can easily be copied by the competition
And as a result, product features are rarely unique
Therefore, in order to make a brand stand out from the competition, marketers need to use other aspects of a product to distinguish it from the competition
What are those aspects?

27. 1. Unique Brand Identity
There are two things marketers can do to try and create a unique brand identity;
Promoting unique product benefits
A _____________ is the need-satisfying ability of a product
Typically, customers buy benefits NOT features
Developing unique visual symbols
Benefit

28. Product Feature Vs. Product Benefit
A product benefit is different from a product feature because ..
A product feature is easily copied
Unique product benefits can be developed
Marketers are often more successful at promoting product benefits than features

29. A. Product Benefit
Product benefits generally fall into one of three categories;
Functional Benefits
Meet physical and safety needs
E.g. the location and hours of a 7-Eleven store make it easy for you to get to at any time
Emotional Benefits
Meet acceptance and esteem needs
Occurs when a product creates a positive feeling
E.g. using Maybelline cosmetics makes you feel vibrant and attractive
Self-Expressive Benefits
Meet esteem and self-actualization needs
Occurs when the use of a product expresses the consumer’s self-image
E.g. using an Apple computer shows that you are a creative, individualistic type

30. B. Visual Symbols
The ________________ of a brand is it’s graphic design; including the brand name, logo and slogan
One of the most powerful aspects of a brand
Visual symbols often work best when they evoke some aspect of the brand
E.g. part of the reason that the Nike swoosh is so effective is that it evokes a sense of movement and power
E.g. part of the reason that McDonald's golden arches are so effective is that they remind you of the M in McDonald's
Visual Symbols

31. B. Visual Symbols
Visual symbols often gain effectiveness by using ______________
A metaphor is a comparison between two unlike objects or ideas, for the purpose of implying a similarity between them
The Energizer Bunny, for example, suggests that like the Bunny, Energizer batteries “just keep going and going”
Metaphor

32. 2. Positive Brand Image
Developing a unique brand does not necessarily make a positive brand image
Positive brand image develops over _________, through;
Promotion
Customer experience with the product
There are two activities that can help build a positive brand image;
Positioning
Social Responsibility
Time

33. A. Positioning
Positioning consists of the actions marketers take to create a specific image of a product in a customer’s mind
Brands can convey images such as prestige, value, or trendiness
The 4Ps and the customer experience create the brand's image
__________________ is the image that the brand has in the customer’s mind
In other words, positioning is what marketers do
Marketers use positioning to find a place for the product in the marketplace and to distinguish the product from its competitors
The actual position is how the customers see the product
The positioning and the actual position of the product are the same, if the marketing has been successful
Brand Position

34. A. Positioning
Once developed, it is difficult to change the image of a product or brand in the mind of a customer, but can be done
Read the Toyota example on pages 163 & 164 (starting in paragraph 4)

35. B. Social Responsibility
People like companies that are socially responsible
For this reason, many companies participate in visible community and charitable events
E.g. Canadian Tire helps underprivileged children participate in organized recreation and sports through its Jumpstart program
Participating in socially responsible activities can create a positive image for a company and its products

36. 3. Brand Loyalty
Research has shown that it is less expensive to keep current customers than to find new customers
One of the advantages of a strong brand is that it inspires brand loyalty
__________________ is a situation in which customers will buy only a certain brand of a product
Brand loyalty leads to;
Repeat purchases
More profits
Brand Loyalty

37. ***Save As Ch 11 Day 2 in your Unit 3 folder***
Day 2 Assigned Work
Students please complete the following;
K & U Questions #6 on page 168
Thinking Question #6 on page 168
Branding & You Worksheet
Handout Provided
***Save As Ch 11 Day 2 in your Unit 3 folder***

38. ***Save As May 11 in your Response Journal Folder***
Day 3 Response Journal
Look around the classroom. Identify and list 5 different brand names of products that you can see.
Add to your list 5 other products that you can see but cannot identify by brand name.
Why are some brand names identifiable and some are not? Explain.
***Save As May 11 in your Response Journal Folder***

39. Protecting a Brand
A brand is only valuable if competitors cannot copy it
To prevent a brand from being copied, brands can be protected by registering it with the Canadian Intellectual Property Office
Through the Canadian Intellectual Property Office you can register/apply for …
A Patent
A Trademark
A Service Mark

40. Protecting a Brand
A _____________ is the exclusive right granted by a government to an inventor to manufacture, use, or sell an invention for a certain number of years
A _________________ is another term for brand; it refers to the word(s), phrase(s), symbol(s), or design(s) that identifies and distinguishes the source of goods
A ___________________ is the term for a trademark, except it identifies the source of a service
Patent
Trademark
Service Mark

41. Protecting a Brand

42. Protecting a Brand
Protections offered by registering for a patent, trademark, or service mark are …
Exclusive rights to sell, make, or use the good or service
Exclusive rights to use the trademark (brand name) or service mark
The legal ability to sue someone who tries to make, sell, or use a registered trademark or service mark

43. Protecting a Brand
A _________________ is the general name for an entire product category
E.g. facial tissue
Generic brands cannot be registered as trademarks
Sometimes a brand becomes so popular that people use the brand name as the generic name
E.g. Kleenex
If this occurs, the brand name may lose its trademark production
Generic Brand

44. Protecting a Brand
If a brand becomes so popular that people use the brand name instead of the generic product name, the brand name may lose its trademark protection
When a brand name becomes a generic name, the brand name is in effect killed as a trademark
That brand name no longer has trademark protection and can be used by anyone
Many generic names started as brand names
Examples include;
Escalator
Granola
Zipper

45. Protecting a Brand Many current brand names are often used generically
Examples include;
Band-Aid
Coke
Kleenex
Xerox
The generic usage attests to the popularity of the brand

46. Protecting a Brand
On the other hand, the generic usage makes it possible that the brand might lose its trademark protection, which would be a great loss to the trademark owner
To help distinguish the brand from the generic category, marketers often use the word brand along with the brand name or trademark
E.g. Kleenex is often advertised as "Kleenex brand tissue”
One brand that is working very hard to keep its name from becoming generic is ________________
Rollerblade® is a brand of in-line skates
To protect the brand name, the Rollerblade company requests that you do not use the word Rollerblade as a generic term for in-line skates
Rollerblade Inc.

48. You as a Brand
Some of the most famous brand names are the names of the people who developed the brands
Examples include;
Ford
Ritz-Carlton
Hershey
Imagine your name as your brand, and you as the product
When the principal of your school hears your name, what image comes to his or her mind?
What image would you like him or her to have of you?

49. You as a Brand
In the competitive world of job searches, the concept of branding is the new hot approach
Job candidates attempt to develop themselves as a brand
The purpose of a personal brand is the same as that of a product brand
To distinguish yourself from competition
To make the potential employer want to buy your product (that is, hire you)
Ch11

50. ***Save As Ch 11 Day 3 in your Unit 3 folder***
Day 3 Assigned Work
Students please complete the following;
K & U Questions #9 & 10 on page 168
Branding Terms Crossword Puzzle
Handout Provided
***Save As Ch 11 Day 3 in your Unit 3 folder***