Branding Elements and Strategies Key Terms Brand Brand name Trade name Brand mark Trade character Trade mark National brands Generic brands Brand extension Brand licensing Mixed brand Co-branding Objectives:  Discuss importance of branding  Identify key branding elements  List three different types of brands  Explain how branding strategies are used to meet sales and company goals

Branding should relate directly toward a company or product’s Target Market Job one = define Target Market Brand is a name, term, design, symbol or combination of these elements that identifies a product or service and distinguishes it from its competitors. Elements include:  Brand and Trade names  Trade and brand marks, and trade characters

Elements of Branding Trademark – when legal protection is provided by federal government for any of the above. The or (*) symbol will appear. Brand Name – word, group of words or letters that represent a product or service (Pepsi, Big Mac, Swiffer) Trade Name – identifies and promotes a company or division of a particular corporation (Nike, Kellogg’s, Disney) Brand Mark – Visually recognizable unique symbol, coloring, lettering or other design element. Trade Character – brand mark that has human form

Types of Brands Three classifications of brands, one for each type of company 1.National brands (manufacturers – Coca-Cola) 2. Private distributor brands (wholesalers and retailers – Kirkland brand at Costco) 3. Generic Brands

Branding Strategies Product Branding Strategies connect Target Market to Brand extensions – use of an existing brand to promote a new or improved product (National Geographic magazine extended to National Geographic Channel) Brand licensing – legal authorization for a company to use a trademarked brand (college named clothing) Mixed branding – Combination of manufacturer, retailer or distributor for mutual benefit (Reese’s Pieces used in Dairy Queen Blizzard) Co-branding – Combining of one or more brands in a single product (Starbucks location inside Safeway)

Known for its 31 flavors, the company worked that element into its B and R logo.

Look closely at the two T's, and you'll see two people sharing chips and salsa

When the Big Ten added an 11th team in 1990, it didn't want to tweak its name, so it included an 11 in the logo

world's biggest bike competition features an R that looks like a cyclist

The arrow between the E and the X symbolizes the company's speed and efficiency

The C also doubles as a chicken for this company famous for its chicken sandwiches

Hidden within this adorable elephant are an F and W for 'Fort Worth

The Atlanta Falcons' logo acts as both a falcon and an F

Toblerone's home is Bern, Switzerland, also known as 'City of Bears,' so the company included a bear crawling up a mountain in its logo

Goodwill's smiley face also doubles as a lower-case G

Check out this yogi's pose — where her hand and leg meet forms an outline of Australia

The logo for California's Mammoth Mountain ski resort uses tusks to create an M and also as a woolly mammoth

The arrow points from A to Z showing how the company sells anything you'd ever want... it also doubles as a smile

Elefont, a tool to create 3-D text, slyly worked an elephant's trunk into its trademark E

Parent company Quiksilver created its Roxy logo by doubling its own design in the shape of a heart

The V and the A in Sony's logo are meant to represent an analog sound wave, while the I and O stand for binary digits, evoking the digital age

Who doesn't love a kiss? Take a peek between the K and the I for an extra one hiding out

The Washington State Cougars used their initials to create one fearsome feline

Look closely at the London Symphony Orchestra's initials in this logo, and you'll see a maestro leading the music

With a clever use of negative space, the Pittsburgh Zoo pays homage to wide array of wildlife. Look for ape, lioness, dolphins.

This logo was designed by professor Vaughan Pratt of the Stanford University. Having a clever ambigram you can read the brand name in every direction; horizontally and vertically

LG – Life is good especially when playing Pac Man!

Snooty Peacock is a jewelry store. Their incredible logo includes a woman wearing jewelry and the negative space peacoc!

First of all you can see the letters N and W, the first two letters of the brand name. But what most people don’t see is the compass that points to the Northwest, another reference to the brand name

The Bronx Zoo logo shows the animals within a city with tall building. Smart play with positive and negative spaces.

The T in the logo of TaylorMade – a golf equipment company – forms the bottom of a driver.

Assignment Work independently and THINK. Walk through your notes, the text or look on the SWIFT site and review this PowerPoint. For each definition, write down a specific real life example. You may not use those listed here or given in the text. 1.Brand name 2.Trade name 3.Brand mark 4.Trade character 5.Trade mark 6.National brands 7.Generic brands 8.Brand extension 9.Brand licensing 10.Mixed brand 11.Co-branding