1. Branding https://www.youtube.com/watch?v=k5016fh7TgQ

2. Write down the company you think of on back

3. 2.07 Branding Objectives Define the term “Brand.”
Explain the process of Branding. (Use internet resources also)
What is a Brand Name?
Identify 5 Brand Names.
What is a Brand Mark?
Describe 2 Brand Marks.
What is a Brand Image?
List 5 Brands, and describe your Brand Image of each.
Define Brand Loyalty.
Write and example of Brand Loyalty. What Brand(s) are you Loyal to?
What is a Trademark?
What Government office protects Trademarks?
What is the difference between a Trade (or Corporate) Name and a Product (or Brand) Name?
What is a Trade Character?
List your 5 favorite Trade Characters.

4. Brand
A name, term, symbol, design, logo, colors, or combination that identifies a company or products
Represents values, ideas, or personality

5. Branding Creates an individual identity for a product or service.
Differentiates from competitors.
Makes a company or product more recognizable.

6. Branding Brand Name the parts of the brand that can be spoken
Letters, Words, and Numbers
The brand name is usually the product name
Brand Mark the elements of a brand that cannot be spoken
Logos

7. Brand Image
Consumers’ beliefs about the company or its goods or services.
Quality, price, and value may affect a brand’s image.
List 5 brands. Describe your beliefs about each.

9. Brand Loyalty
A consumers’ consistent preference for one brand over all others.

10. Trademark Trademark ™ Registered Trademark®
A word, name, or symbol that is given legal protection by the government Prevents other companies from using
Trademark ™
Registered Trademark®

11. Trade Name vs. Brand Name
Corporate Brand Name
Product Name
Identifies and promotes a company
Identifies a particular product
Coca-Cola
Coke Zero
Toyota Motor Company
Corolla
List 5 different examples

12. Trade Character A brand mark with human characteristics
Jolly Green Giant
Tony the Tiger
How many can you name?
How many other examples can you list?

13. Trademark Trade Character
Brand Name Trade Name
Trademark Trade Character

14. Trademark Trade Character
Trade Name
Brand Name
Trademark
Trade Character
Brand Name Trade Name
Trademark Trade Character

15. Stop! Finished? Try a brand game . . .

16. Assignment Create a design of a product that includes:
1. Brand Name (include your first name)
2. Trade Name (include your last name)
3. Trademark (TM) or ®
4. Trade Character
5. A slogan that explains what your product is
The product can be anything you choose. The design can be created by hand or digitally. It should be in color and be an example of your best work.

17. Assignment Examples:

18. Part 2
The Brand Promise

19. Retail / Merchandising
BRAND EXPERIENCE
Consumers experience a Brand through its various touch points:
Product Quality
Counter Service
After-Sales Service
Sales & Marketing
Communications
Phone Enquiries
Retail / Merchandising
Distribution

20. What is a Brand Promise? Brand Promise:
“A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo.”
Brand Promise:
What the business intends to provide the customer.

21. Coca-Cola: “To inspire moments of optimism and uplift.”
The NFL: “To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.”
Coca-Cola: “To inspire moments of optimism and uplift.”
Virgin: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”
Is a brand promise also the slogan?
Geico – “15 Minutes Or Less Can Save You 15% Or More On Car Insurance”
Nationwide Insurance – “Nationwide Is On Your Side”
Short activity: Create a Brand Promise for you or AK.

22. Importance of Brand Promises:
Establishes a level of customer service.
Reflect the core values of the company in relationship with customers.
It provides guidance to employees as they interact with customers.
Promise a differentiated benefit to the customer.
What happens when a business fails to deliver on promise?
Loss of credibility = lost sales and market share

23. Company Image
The perception the public holds about a particular business.
Based on:
quality of products
reputation of the company
employees
prices
positive community relations
customer service.
Top 5:
Amazon
Chick-fil-a
Hilton
Marriott
Amer-Exp
Bottom 5:
Comcast
American Airlines
B of A
Citibank
AT&T

24. Company Image: Affected by: Consumers sharing opinions.
Company Owners/Management
Employees (TRAINING IS KEY)
trained and motivated
answering telephones
dress code requirements
communicating a positive image