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Branding, Packaging, and Labeling


Branding, Packaging, and Labeling Chapter 31 Sec. 31.1 Branding Elements & Strategies The nature, scope, and importance of branding in product planning The ... – PowerPoint PPT presentation

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Title: Branding, Packaging, and Labeling

Branding, Packaging, and Labeling
  • Chapter 31

Sec. 31.1 Branding Elements Strategies
What youll learn
  • The nature, scope, and importance of branding in
    product planning
  • The various branding elements
  • The different types of brands
  • How to classify branding strategies

A brand is a name, term, design, or symbol (or
combination) that identifies a business or
organization and its products.
Brands can include a number of elements
  • Brand name the word, group of words, letters,
    or numbers representing a brand that can be
    spoken. Ex Mountain Dew, PT Cruiser,
  • Also called a product brand

  • Trade name identifies the company or a division
    of a particular corporation the legal name a
    company uses when it does business. Ex
    Kelloggs, Dell, Xerox
  • Also called a corporate brand.

  • Brand mark the part of the brand that is a
    symbol or brand name it may include distinctive
    coloring or lettering. It usually is not spoken

  • Trade character a brand mark with human form or
    characteristics. Ex Jolly Green Giant,
    Pillsbury Doughboy, Kelloggs Tony the Tiger

  • Trademark a brand name, brand mark, trade name,
    trade character, or a combination of these that
    is given legal protection by the federal
  • Trademarks are followed by a registered trademark

Importance of Brands in Product Planning
  • To build product recognition and customer loyalty
  • To Ensures quality and consistency
  • To Capitalize on brand exposure

Generating Brands
  • Hard to find the right name
  • Generated by employees, computer programs, PR
  • Most companies do research to determine if the
    brand name is effective

Types of Brands
  • National Brands owned and initiated by
    manufacturers. Ex General Electric, Heinz, and
  • When consumers buy food products, they buy
    manufacturer brands nearly 75 percent of the time.

  • Private Distributor Brands also called Private
    Brands, Store Brands, or Dealer Brands owned
    and initiated by wholesalers and retailers. Ex
    Radio Shack and Kmart, Craftsman, Kirkland
  • This type of brand can be controlled by retailers
    and it yields the highest profits.

  • Generic Brands represent a general product
    category and do not carry a company or brand
    name. The packaging only describes the product
    pancake mix or paper towels
  • Often priced below branded products

Branding Strategies the ways companies use
brands to meet sales and company objectives
Branding Strategies
  • Brand Extension uses an existing brand name for
    an improved or new product in the product line.
  • Ex Cheerios

Branding Strategies
  • Brand Dilution occurs when the original brand
    loses its strength in brand identity because it
    has been stretched to too many products.

  • Brand Licensing legal authorization by a
    trademarked brand owner to allow another company
    (the licensee) to use its brand, brand mark, or
    trade character for a fee (royalty)
  • Ex McDonalds pays Disney to associate Disney
    related toys in Happy Meals

  • Mixed Brands simultaneously offering a
    combination of manufacturer, private distributor,
    and generic brands
  • Ex Michelin manufactures tires for Sears as
    well as under its own brand name

  • Co-Branding combines one or more brands to
    increase customer loyalty and sales for each
    individual brand
  • Ex Ford creates the limited edition Harley
    Davidson pickup truck
  • Ex Starbucks Coffee opens outlets in Barnes
    Nobel Bookstores