6.01 Explain the concept of branding

Forms of Branding  A brand is a design, name, symbol, term or word that ____________ and _____________ a company and/or products or services

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

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

Forms of Branding  A ________ ____________ brand, also called a store brand  For example, Radio Shack brand of batteries, Lowe’s brand of macaroni and cheese

1.Includes all of the combined impressions and _____________ associated with a particular company or product  For example, McDonalds makes the customer think about quick food, low prices, and consistent service Components of a brand name

2.Brand __________ consists of a spoken name and corresponding design, logo, or symbol  For example, Coca-Cola and the Coke “swirl” or Nike and the Nike “Swoosh”

Components of a brand name 3.Brand ___________ is the consumer’s belief about the company and/or its goods or services  Quality, price and value may affect a brand’s image

Components of a brand name 4.Brand _________ is the perception of _________ value a product has as a result of its brand name  A highly recognizable brand has a high level of brand ___________  Is an ____________ perception or memory

Benefits of brand equity  Include: 1. Brand ________ recognition or awareness 2. Customer___________ 3. Perceived __________ 4. Strong emotional or mental associations

Brand equity as an asset  Coca Cola$69 billion  Microsoft$65 billion  Disney$32.6 billion  American Express$17 billion  Ericsson$7 billion

Forms of trademarks Trademark:  Word, phrase, symbol, or design that __________ and distinguishes the company from others  Has __________ protection through the U.S. Patent and Trademark Office

Forms of trademarks Service Mark:  Same as a trademark, but for ________

Forms of trademarks Trademark ™ or Service mark SM :  Used by company to claim ______/_________ to a trademark or service mark ®:  May be used by company after ____________ TM or SM with the U.S. Patent & Trademark Office (

Forms of trademarks Trade character:  Personified ___________ that represents the brand name  For example, Mickey Mouse for Disney, Captain Fear for Tampa Bay Buccaneers, or STORMY for the Carolina Hurricanes

Elements that make a brand successful 1.Easy to ____________ and free from negative connotations  For example, Tide or New Balance

Elements that make a brand successful 2.________ and easy to remember and recognize  For example, Nike or Epic records

Elements that make a brand successful 3.Describe the products _________ and/or _________  For example, Arcticat Snowmobiles or Goodyear Aquatred

Elements that make a brand successful 4.Consistent with the ________ of the product  For example, Snackwells or FedEx

Elements that make a brand successful 5.Must be ___________ enough to not infringe on any copyrights or other trademarks  Should be capable of legal protection and registration