Branding Marketing I

What Is Branding? “Name, term, design, symbol, or combinations of these elements that identifies a product or service and distinguishes it from its competitors” Used to identify one product, a family of related products, or all products of a company

Role Brands Play in Marketing Strategy Builds product recognition Creates customer loyalty Establishes an image Offers a standard of quality Differentiates products from their competitors Capitalizes on brand exposure Adds value to the product

Brand Name Brand name: spoken part of a brand, which is used to distinguish a product from its competitors Example: Barbie, Pepsi, Big Mac, Pop-Tarts

Elements Of The Brand Trade name: corporate brand identifies and promotes a company or division of a particular corporation Example: Dell, Nike, Yahoo! Brand Mark: unique symbol, coloring, lettering, or other design Example: Swoosh Trade characters: specific type of brand mark, one with human form or characteristics Example: Keebler Elves Trademarks: word, name, symbol, device, or a combination of these elements Example: McDonald’s Golden Arches

National Brand National Brand: owned and initiated by national manufacturers or by companies that provide services Example: Hershey Foods, Whirlpool, Ford Used to attract customers

Private Brand Private Brand: developed and owned by wholesalers and retailers (i.e. Store Brand) Example: Walmart George, Radio Shack Used to boost profit and build customer loyalty

Generic Brand Generic Brand: products to do not carry a company identity Example: Pancake mix, paper towels Priced 30-50% lower than national brands Priced 10-15% lower than private brands

Common Brand Strategies Brand extension: uses an existing brand name to promote a new or improved product in a company's product line Example: Ocean Spray extended cranberry juice line by adding CranApple, CranGrape, and CranCherry Brand licensing: companies allow other organizations to use their brand, brand mark, or trade characters Example: NFL has licensing arrangements with Pepsi & Visa Mixed brands: offer a combo of national, private, and generic brands to sell products Example: Michelin manufactures its own brand of tires as well as sells them at Sears under the Sears brand name. Co-branding: combines one or more brands in the manufacture of a product or in the delivery of a service Example: Starbucks has an agreement with Barnes & Noble to open coffee shops inside their bookstores

Branding Video Lessons http://www.youtube.com/watch?v=BVMgXjHiK0o&featur e=youtu.be ( Brand Mark Change) https://www.youtube.com/watch?v=JKIAOZZritk (What is Branding?) https://www.youtube.com/watch?v=k5016fh7TgQ (What is a Brand?)

Activity – 50 points Work independently or with a partner to create a PPT slide presentation demonstrates a “time line” of your day and identifies the brands that are part of your life. All brands included in your presentation need to be “school-friendly”…no mention of any substances or products that would be inappropriate in accordance to school policies and expectations.