1. Explain the concept of Branding
Principles of Marketing
What are we doing?
All Things Promotion
Trade Promotion
KOSSA Standard OF1:
Explain the concept of Branding

2. Trade Promotions – Designed to gain manufacturers’, wholesalers’, and retailers’ support for a product
NOT FOR CONSUMERS

3. Types of Trade Promotions
Promotional Allowances – a cash payment or discounts given by manufacturers to wholesalers or retailers for performing activities to encourage sales.

4. Types of Trade Promotions
Cooperative Advertising – A manufacturer supports the retailer by helping to pay for the cost of advertising its product locally.

5. Types of Trade Promotions
Slotting Allowances – a cash premium paid for placing a product on a retailer’s shelves

6. Types of Trade Promotions
Sales Force Promotions – awards given to managers and employees who successfully meet or exceed a sales quota.

7. Types of Trade Promotions
Trade Shows and Conventions
The Consumer Electronics Show is held annually in Las Vegas. Check it out by clicking on the image.

8. Explain the concept of branding
KOSSA Standard OF1:
Explain the concept of Branding

9. Explain the concept of 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
KOSSA Standard OF1:
Explain the concept of Branding

10. Explain the concept of Branding
Forms of Branding
A corporate brand represents the entire company or organization
For example, Coca-Cola, McDonalds, Kraft or Microsoft
KOSSA Standard OF1:
Explain the concept of Branding

11. Explain the concept of Branding
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
KOSSA Standard OF1:
Explain the concept of Branding

12. Explain the concept of Branding
Forms of Branding
A private distributor brand, also called a store brand
For example, Radio Shack brand of batteries, Lowe’s brand of macaroni and cheese
KOSSA Standard OF1:
Explain the concept of Branding

13. Components of a brand name
Includes all of the combined impressions and experiences associated with a particular company or product
For example, McDonalds makes the customer think about quick food, low prices, and consistent service
KOSSA Standard OF1:
Explain the concept of Branding

14. Components of a brand name
Brand identity 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”

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

16. Components of a brand name
Brand equity is the perception of added value a product has as a result of its brand name
A highly recognizable brand has a high level of brand equity
Is an intangible perception or memory
KOSSA Standard OF1:
Explain the concept of Branding

17. Benefits of brand equity
Include:
Brand name recognition or awareness
Customer loyalty
Perceived quality
Strong emotional or mental associations
KOSSA Standard OF1:
Explain the concept of Branding

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

19. Explain the concept of Branding
Forms of trademarks
Trademark:
Word, phrase, symbol, or design that identifies and distinguishes the company from others
Has legal protection through the U.S. Patent and Trademark Office TM
KOSSA Standard OF1:
Explain the concept of Branding

20. Explain the concept of Branding
Forms of trademarks
Service Mark:
Same as a trademark, but for service SM
KOSSA Standard OF1:
Explain the concept of Branding

21. Explain the concept of Branding
Forms of trademarks
Trademark ™ or Service mark SM:
Used by company to claim rights/ownership to a trademark or service mark ®:
May be used by company after registering TM or SM with the U.S. Patent & Trademark Office (
KOSSA Standard OF1:
Explain the concept of Branding

22. Explain the concept of Branding
Forms of trademarks
Trade character:
Personified symbol that represents the brand name
For example, Mickey Mouse for Disney, Captain Fear for Tampa Bay Buccaneers, or STORMY for the Carolina Hurricanes
KOSSA Standard OF1:
Explain the concept of Branding

23. Elements that make a brand successful
Easy to pronounce and free from negative connotations
For example, Tide or New Balance
KOSSA Standard OF1:
Explain the concept of Branding

24. Elements that make a brand successful
Short and easy to remember and recognize
For example, Nike or Epic records
KOSSA Standard OF1:
Explain the concept of Branding

25. Elements that make a brand successful
Describe the products features and/or benefits
For example, Arcticat Snowmobiles or Goodyear Aquatred
KOSSA Standard OF1:
Explain the concept of Branding

26. Elements that make a brand successful
Consistent with the image of the product
For example, Snackwells or FedEx
KOSSA Standard OF1:
Explain the concept of Branding

27. Elements that make a brand successful
Must be distinctive enough to not infringe on any copyrights or other trademarks
Should be capable of legal protection and registration
KOSSA Standard OF1:
Explain the concept of Branding