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CORPORATE BRANDING. Forms of Branding A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services.

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Presentation on theme: "CORPORATE BRANDING. Forms of Branding A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services."— Presentation transcript:

1 CORPORATE BRANDING

2 Forms of Branding A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services A brand is a design, name, symbol, term or word that distinguishes and identifies a company and/or products or services

3 Forms of Branding A corporate brand represents the entire company or organization A corporate brand represents the entire company or organization For example, Coca-Cola, Ford, McDonalds, Kraft or Microsoft For example, Coca-Cola, Ford, McDonalds, Kraft or Microsoft

4 Forms of Branding A product brand represents a specific product of a company or organization A product brand represents a specific product of a company or organization For example, Diet Vanilla Coke, Big Mac, or Windows XP For example, Diet Vanilla Coke, Big Mac, or Windows XP

5 Forms of Branding A private distributor brand, also called a store brand For example, Radio Shack brand of batteries, Ingles Laura Lynn brand, Walmarts Great Value brand

6 Trade character: Personified symbol that represents the brand name Personified symbol that represents the brand name

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14 The name should describe the products benefits and uses. The name should be easy to read, pronounce, and remember. The name should create appealing images. The name should be distinctive.The name should be adaptable. The name should be legally available for use. The name should be appropriate for packaging and advertising.

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18 What Great Brands Do (According to Bedbury) A great brand is in it for the long haul can be anything knows itself invents or reinvents an entire category taps into emotions is a story that is never completely told is relevant


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