Marketing I

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Branding

• Marketing I

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What Is Branding?

• Name, term, design, symbol, or combinations of
  these elements that identifies a product or
  service and distinguishes it from its
  competitors
• Used to identify one product, a family of related
  products, or all products of a company

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Role Brands Play in Marketing Strategy

• Builds product recognition
• Creates customer loyalty
• Establishes an image
• Offers a standard of quality
• Differentiates products from their competitors
• Capitalizes on brand exposure
• Adds value to the product

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Brand Name

• Brand name spoken part of a brand, which is used
  to distinguish a product from its competitors
• Example Barbie, Pepsi, Big Mac, Pop-Tarts

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Elements Of The Brand

• Trade name corporate brand identifies and
  promotes a company or division of a particular
  corporation
• Example Dell, Nike, Yahoo!
• Brand Mark unique symbol, coloring, lettering,
  or other design
• Example Swoosh
• Trade characters specific type of brand mark,
  one with human form or characteristics
• Example Keebler Elves
• Trademarks word, name, symbol, device, or a
  combination of these elements
• Example McDonalds Golden Arches

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National Brand

• National Brand owned and initiated by national
  manufacturers or by companies that provide
  services
• Example Hershey Foods, Whirlpool, Ford
• Used to attract customers

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Private Brand

• Private Brand developed and owned by wholesalers
  and retailers (i.e. Store Brand)
• Example Walmart George, Radio Shack
• Used to boost profit and build customer loyalty

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Generic Brand

• Generic Brand products to do not carry a company
  identity
• Example Pancake mix, paper towels
• Priced 30-50 lower than national brands
• Priced 10-15 lower than private brands

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Common Brand Strategies

• Brand extension uses an existing brand name to
  promote a new or improved product in a company's
  product line
• Example Ocean Spray extended cranberry juice
  line by adding CranApple, CranGrape, and
  CranCherry
• Brand licensing companies allow other
  organizations to use their brand, brand mark, or
  trade characters
• Example NFL has licensing arrangements with
  Pepsi Visa
• Mixed brands offer a combo of national, private,
  and generic brands to sell products
• Example Michelin manufactures its own brand of
  tires as well as sells them at Sears under the
  Sears brand name.
• Co-branding combines one or more brands in the
  manufacture of a product or in the delivery of a
  service
• Example Starbucks has an agreement with Barnes
  Noble to open coffee shops inside their
  bookstores

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Branding Video Lessons

• http//www.youtube.com/watch?vBVMgXjHiK0ofeature
  youtu.be ( Brand Mark Change)
• https//www.youtube.com/watch?vJKIAOZZritk (What
  is Branding?)
• https//www.youtube.com/watch?vk5016fh7TgQ
• (What is a Brand?)

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Activity 50 points

• Work independently or with a partner to create a
  PPT slide presentation demonstrates a time line
  of your day and identifies the brands that are
  part of your life. All brands included in your
  presentation need to be school-friendlyno
  mention of any substances or products that would
  be inappropriate in accordance to school policies
  and expectiations.