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

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

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

Forms of Branding A private distributor brand, also called a store brand For example, Radio Shack brand of batteries, Ingle’s Laura Lynn brand, Walmart’s Great Value brand

Trade character: Personified symbol that represents the brand name

All About Brands What is a Brand? A Brand is a design, symbol, term, or word that identifies a company or product

All About Brands Brand Name - recognizable brand with high level of brand equity Brand Symbol – a distinctive symbol that represents the company or product. Trade Character - personified symbol to represent brand name

Levels of Brand Loyalty Recognition: When consumers become aware of a brand and know a bit about it Preference: When consumers prefer to purchase a certain product brand based on their positive experience with the brand. Insistence: When the consumer insist on “their” brand and will not accept substitutes.

Product Brand A name, term symbol or design (or combination of them) that identifies a product and distinguished it from competitors.

Types of Products Generic: National (Manufacturer’s Brand): Unbranded products that are plainly packaged, have lower or standard quality, are sold at lower prices than branded products, and receive little or no promotion. National (Manufacturer’s Brand): The manufacturer has assumed all responsibility of branding (logo, slogan, name, etc.) Private/Distributor (Store Brand): A brand owned by an intermediary or store. Examples -- Radio Shack batteries & Great Value Macaroni & Cheese.

Branding Strategies What are Branding Strategies? Brand Positioning: Actions that need to be taken with an established brand, in order to accomplish its goals. Brand Positioning: The way consumers see the brand, as compared to a competitive brand. Brand Extensions: When a brand name is used for a new or improved product line. Brand Licensing: Allows one company to use another’s brand name, logo, or character for a fee. Co-Branding Occurs when companies join forces to increase recognition, customer loyalty, and sales of both brands. Example -- KFC and Pizza Hut in the same building, etc. It benefits both companies and increases their profits

Brand Strategies (cont’d) Family branding Involves using the same brand for related products in a product line. Individual branding Involves using different brands for products owned by one company.

Characteristics of a Good Brand Name The name should describe the product’s 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.

Things to Consider for international Branding Marketers must research their brands to determine whether they would be acceptable in different countries. How would the brand be pronounced in another language? How would be meaning of the brand name change in another language? Is the brand name considered to be culturally taboo in certain areas of the world?

Impact of the Internet on Branding If a company wants its brand to be successful it must have a web presence. Most companies must determine what URLs are available. They need to search out or create URLs, and web addresses that represent their brands. It is also more common for companies to promote their product using social media sites such as Facebook and Twitter to keep up with consumers of a younger demographic. 

Employees’ Role in Branding It is important for employees to take an active role in the branding process. Employees are the “face” of the company. Most customers interact with the employees. The interactions with the company help shape their opinions of the brand. The company needs to promote its brand image to the employees so the employees can live the brand vision and promote it to customers.

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