1. BRANDING Learning target: What is Branding?

2. Branding Definition: Branding is the practice of marking animals for identification. Originally done with a hot iron, modern methods include ear tags, tattooing, or painting a recognizable mark on the animal.

3. Brand-name Definition: 1. Of or relating to a trade name 2. Having a reputation and a loyal following

4. Branding Associating specific colors, symbols, and phrases with certain emotions. Through repeated exposure, the user is conditioned to associate these emotions with the product or service.

5. A Brand is Identity: A Strong Brand identity creates instant recognition! The Symbol The Value Proposition The personality

6. A Brand is a PROMISE! The Goal of the PROMISE is to develop a CUSTOMER RELATIONSHIP: 1. A Statement that something will be done. 2. An expression of assurance. 3. A perception of future excellence or achievement.

7. Benefits of Branding Clearer Company focus Greater Customer Trust Deeper Customer Loyalty Higher Margins (strong brands are less price sensitive) Higher Success rate with new product launches Greater Company value

8. Brandnomers A BRANDNOMER is a brand name that has become a generic term for a product or service: Asprin Band Aid Jello Escalator Q-Tip