Branding Name, term, design, or symbol that identifies a business or organization

Top Ten Brands Top Ten Brands RankBrandCompany 1999 ADs ($) 1Chevrolet General Motors $762.4 billion 2AT&TAT&T$ Dodge Diamler Chrysler $ FordFord$ McDonald’sMcDonald’s$627.2

Forms of Brands Brand name - is the word, group or words or number representing brand Brand name - is the word, group or words or number representing brand –Trade name – identifies the company. It is the legal name of the company Brand mark – symbol or design that represents a brand Brand mark – symbol or design that represents a brand –Trade character – brand mark with human form or characteristics Trade mark – brand name, mark, trade name, or trade character that is given legal protection Trade mark – brand name, mark, trade name, or trade character that is given legal protection

Branding Find the: Brand Name Brand Name Brand Mark Brand Mark Trade Mark Trade Mark

Brand Types Manufacture brands – owned and initiated by manufactures Manufacture brands – owned and initiated by manufactures Private distributor brands – owned and initiated by wholesalers and retailers Private distributor brands – owned and initiated by wholesalers and retailers Generic Brands – represent a general product category and don’t carry a company name Generic Brands – represent a general product category and don’t carry a company name

Brand Strategies Brand extension – using an existing brand name for new product Brand extension – using an existing brand name for new product –OceanSpray Cranberry juice, to CranApple Brand Licensing – legal authorization to allow another company to use brand Brand Licensing – legal authorization to allow another company to use brand –McDonald’s sell Disney products w/ Happy Ml

Strategies Cont Mix Brands – combination of manufacturer, private, and generic brands Mix Brands – combination of manufacturer, private, and generic brands –Michelin make tires for Sears as well Co-Branding – combine one or more brands Co-Branding – combine one or more brands –Ford F150 Harley Davidson Edition

Product Positioning How customers perceive the product

Positioning Price and Quality Price and Quality –Economy, mid-line, luxury model Features and Benefits Features and Benefits –Example comfort shoes, athletic shoes Relation to Competition Relation to Competition –Give consumers another choice Other Products Other Products –Choice of another product, ex. Washable crayons

Quiz Time Quiz Time Let’s see how well you know your brands