1. Name the brand of the following trade characters

3. Charlie the Tuna StarKist Tuna

5. Energizer Bunny Energizer Batteries

7. Green M&M M&M’s candies

9. Keebler Elf Kellogs Keebler cookies

11. Tony the Tiger Frosted Flakes Cereal

12. Today we are going to talk about…….. BRANDS AND BRANDING

13. Objectives Describe what makes an effective brand Describe what makes an effective brand Explain how companies use brands Explain how companies use brands Describe how brands come alive Describe how brands come alive

14. A company’s brand involves a lot more than its name and logo It’s made up of all associations and impressions consumers have about a particular company or product. It’s made up of all associations and impressions consumers have about a particular company or product. All employees contribute to a brand All employees contribute to a brand You are important to your employer’s brand You are important to your employer’s brand Brand creation requires much thought and effort Brand creation requires much thought and effort Companies need to make powerful and lasting connections with customers- connections are the business’s MOST VALUBLE asset! Companies need to make powerful and lasting connections with customers- connections are the business’s MOST VALUBLE asset!

15. What is a BRAND????? It is more than just a name or logo It is more than just a name or logo It is all the combined impressions and experiences associated with a particular company, good, or service It is all the combined impressions and experiences associated with a particular company, good, or service It is something consumers relate to on rational and emotional levels It is something consumers relate to on rational and emotional levels

16. Brand Identity Elements work together to project a consistent image and are instantly recognizable Elements work together to project a consistent image and are instantly recognizable NAME- words, letters, or numbers that can be spoken NAME- words, letters, or numbers that can be spoken SYMBOLS, or logos, used with the name; cannot be spoken SYMBOLS, or logos, used with the name; cannot be spoken TRADE CHARACTERS may also be used TRADE CHARACTERS may also be used

17. What Makes a Good Brand Name?

18. Good brand names are…. SHORT SHORT MEMORABLE MEMORABLE DESCRIPTIVE OF PRODUCT FEATUERS/BENFITS DESCRIPTIVE OF PRODUCT FEATUERS/BENFITS May also give brand meaning if made up or borrowed May also give brand meaning if made up or borrowed

19. A Brand is Built Around Values Characteristics and values represent what a business or product stands for Characteristics and values represent what a business or product stands for These “intangibles” connect with consumers in a meaningful way These “intangibles” connect with consumers in a meaningful way Brand cues remind consumers of values and qualities Brand cues remind consumers of values and qualities Brand personality is the essence of the brand and encompasses values and emotional connections Brand personality is the essence of the brand and encompasses values and emotional connections

20. BRAND IS THE CUSTOMER’S TOTAL EXPERIENCE Touch points- Opportunities to connect with customers and reinforce brand values Touch points- Opportunities to connect with customers and reinforce brand values Every contact with customers is a chance for the business to live up to its characteristics Every contact with customers is a chance for the business to live up to its characteristics When customers call customer service When customers call customer service When customers receive a bill When customers receive a bill When customers return merchandise When customers return merchandise These become the customer’s perceptions and experiences, which are the brand foundations in the customer’s mind These become the customer’s perceptions and experiences, which are the brand foundations in the customer’s mind

21. Consumers Develop Brand Loyalty When Expectations Are Met! They will pass up other brands for the one they want. You want that brand to be yours!

22. Levels of Brand Loyalty BRAND RECOGNITION BRAND RECOGNITION Customers are aware of a brand and know something about it Customers are aware of a brand and know something about it Ex. A consumer may know about Red Roof Inns but has never had a personal Red Roof Inn brand experience Ex. A consumer may know about Red Roof Inns but has never had a personal Red Roof Inn brand experience BRAND PREFERENCE BRAND PREFERENCE Customers would rather have a particular brand but will buy something else if it is not available Customers would rather have a particular brand but will buy something else if it is not available Ex. A family may be looking for a Red Roof Inn, but since they are tired they stop at a Holiday Inn Ex. A family may be looking for a Red Roof Inn, but since they are tired they stop at a Holiday Inn

23. Levels of Brand Loyalty cont. BRAND INSISTENCE BRAND INSISTENCE Consumers ABSOLUTELY, positively want one brand and one brand only. Consumers ABSOLUTELY, positively want one brand and one brand only. Ex. It’s late, and the driver is tired but is determined to make it to the next Red Roof Inn. This person WILL NOT STAY ANYWHERE ELSE! Ex. It’s late, and the driver is tired but is determined to make it to the next Red Roof Inn. This person WILL NOT STAY ANYWHERE ELSE! * Consumers move through these levels by having repeated, positive experiences with particular brands *

24. Every Business has a Brand Large companies with huge budgets and staff Small businesses Every business holds a place in customer’s minds

25. Behind Every Brand: PEOPLE Employees are walking, talking demonstrations of brand values every day in everything they do Employees are walking, talking demonstrations of brand values every day in everything they do Employees connect brand values with customers through touch points to make brands come alive Employees connect brand values with customers through touch points to make brands come alive Employees both reflect brand values and help shape them Employees both reflect brand values and help shape them

26. Contributing to Your Employer’s Brand Make a commitment Embrace values and integrate them into everyday actions Demonstrate brand values in your interactions with coworkers